Programmatic Advertising: How to maximize your ROI?

Programmatic_AdvertisingProgrammatic advertising has changed the face of online advertising in the last few years. Sophisticated algorithms have essentially substituted manual ad-management helping marketers determine when and how to engage with the target audience in real time. Simply put, programmatic advertising is automation of media buying.

Market research company eMarketer estimates that programmatic spend in display advertising in the US will rise to over $20 billion by 2016. As the digital advertisement space further matures, eMarketer predicts that mobile and video advertising will take a lead over traditional desktop programmatic advertising during 2015 and beyond.

Marketers exclusively rely on standard KPIs such as click rates, views and interactions to orchestrate their programmatic advertising. From a technology point of view – site re-targeting, real-time bidding and data management techniques are now commonly used by marketers to perform near accurate and targeted advertising.

How to maximize the return on your programmatic advertising spend?

1. Understand your audience behavior:

The art of a successful programmatic advertising strategy lies in how well you understand your consumer’s behavior. This is equally important for both direct response and brand advertisers. Focus on your goals and consumer behavior analysis as you go about defining your budget and attribution models for programmatic ad campaigns.

2. Manage your data:

As marketers, you got to be thinking about how to best use your data across your key programmatic channels and campaign types to maximize your RIO. Gather and manage all relevant online, social media and purchased data to power your audience-centered programmatic advertising.

3. Mobile is the future:  

Marketers cannot afford to ignore the fact that Mobile is rapidly catching up on desktop as the preferred display medium as consumer around the globe now spend increasingly amount of time on their smartphones, consuming a variety of content on the go.

Focus on mobile also because it provides better ad display formats as compared to Search as a medium. Also, look at focusing on richer ad formats such as Video on mobile because consumers are increasingly consuming videos on mobile devises.

Today, programmatic advertising is working like a dream for b-2-c marketers. Brand marketers are achieving new levels of precision in their targeted advertising by leveraging the best available ad technology, database and proven approaches to tap their target audience.  

But on the other hand, b-2-b marketers are not so fortunate. They are clearly far from finding the right approach to programmatic advertising. This is attributed to b-2-b consumer behavior and sales process which is complex, long and works way differently than b-2-c consumer behavior. We will talk about this some other time.

I hope you liked what you just read! I look forward to your comments.

Leave a Reply