What is Programmatic Advertising? If it sounds like a friendly robot is involved in the decision making process you’re not far wrong! Deciding how to optimize your ad spend is not about intuition or guesswork. Programmatic advertising is about using data acquired from algorithms to best place your advertisement. Think Halloween, as a kid you knew which neighbours would give you candy, so you knocked on targeted doors.
Key Report Highlights
- Organize audience insights
- Design compelling creative
- Execute with integrated technology
- Reach audiences across screens
- Measure the impact
Programmatic advertising leads to more sophisticated and targeted campaigns. Blink and you’ve missed the latest app, device and or programme. As consumers embrace new digital devices, so too brand engagement has to evolve. Get left behind and you’ll be part of the Nokia/Blackberry club…(ouch that hurt, but remember how both Nokia and
Blackberries were stars that fell). To reach your target audience your brand needs to be guided by programmatic buying to deliver highly relevant, effective, and measureable ads, at scale.
Great marketing begins and ends with the audience. At VOLT LAB, we use Google’s five-step programmatic advertising process which helps us organize data to make vital audience connections.
Step 1 – Organize audience insights
Step 2 – Design compelling creative
Step 3 – Execute with integrated technology
Step 4 – Reach audiences across screens
Step 5 – Measure the impact
Programmatic Advertising Step 1: Organize Audience Insights
Consumers support brands that are relevant in their lives. They display brand loyalty by loosening the purse strings. Brand advocacy, is not an overnight sensation, it’s a relationship that is built between the consumer and the brand.
The brand needs to be relevant, engaging and it has to deliver great experiences. Brands that organize their audience insights and use customer data effectively will be best positioned to appeal to their target, and increase the impact of their programmatic advertising campaigns. When audiences are clearly defined, it’s easier to be relevant, delivering the right message in the right moment. Loyalty is earned and relationships grow because both parties have a firm vested interest.
Today’s consumers expect marketing messages to be tailored to their needs. You know how annoying it is when an ad pops up on your timeline for a product or service you don’t need. Likewise when you’re looking for a weekend away and an ad pops up for a seaside resort that allows pets you’re pleased. (So is your dog).
As a business you need to know the full picture. The more you know about your markets the easier it is to target them at the right moment with the right message. Easier said than done? Actually it’s very easy to do if you know how! The programmatic revolution has focused on combining data, machine learning, and automation to drive better performance. These benefits have carried over to the world of online media planning, where the foundations for
campaign success are built.
By aggregating data sources, whether digital analytics data, offline data, CRM data, campaign data, or third-party data, we can gain a comprehensive view of audience engagement. Each audience interaction has the potential to
enrich your brand. To quench your thirst you drink ice-cold water. Likewise, we try and target specific needs with a customized solution. Happiness.
Our first step is to utilize the data you currently have and build from there. We use a tag-management system that gathers your audience interactions across all touchpoints. We match engagement data from multiple devices and
sessions, ensuring a fluid, unified view of the customer across your interactions, as well as first-party data accuracy. We regularly analyse audience, creative, and media insights to gage and measure success. We have these three questions printed on our coffee cups. Not really, but this is our checklist:
- Which audiences are the most profitable?
- Which display the highest engagement levels?
- Which creative assets work best across audience segments?
Programmatic Advertising Step 2: Design Compelling Creative
The better the brief, the better the campaign. Creative teams need the relevant data in order to deliver the right message for engagement. Audience insights are imperative to this process. When taking a brief from a client one of the first questions you ask is, “Who are we speaking to?” Technological insights give us greater clarity than ever before. We know who we are speaking to and when they are most receptive. As a result our creative message is strong, our story compelling and our interaction authentic. Furthermore we know that consumers hop between devices. The content needs to be strong enough to sustain this shuffle. At VOLT LAB we ensure that our creative is compelling enough to engage audiences across channels and screens.
We know that the consumer journey is no longer linear. Audiences divide their time across channels and devices, so it’s important that brands’ creative executions aren’t confined to silos. The best cross-channel, cross-device
executions meet audiences wherever they are, in a format that’s ideal for that particular context. We customize creative units that take advantage of a mobile device’s features, whether it’s the touch screen, accelerometer,
location-based information, or call functionality. Then, we use programmatic buying to deliver your brand’s creative message, when the user is most receptive, not tomorrow, not next week, but now!
By building a logic-based ad with dynamic creative, a brand can deliver the most relevant ad for each viewer, in real time. The ad unit can translate signals from a brand’s organized audience insights (demographic, location,
interest-based) to ensure that every ad is the most compelling for the context in which it’s served.
Programmatic Advertising Step 3: Execute with Integrated Technology
Whoever said you can’t have it all didn’t know about our well-executed campaign where you can have it all in the form of a unified, cross-channel digital experience. When programmatic buying is done on a one-ad technology platform:
- Brands deliver seamless, cross-channel experiences to users
- Deliver audience insights
- Deliver better brand results
- Deliver more efficient use of resources
When programmatic buying is done on an integrated technology platform:
- Brand messaging can be delivered even more effectively
- Brands reach a broader digital ecosystem that includes search, display, and video across devices.
- Brands can evaluate, purchase, activate, and measure media on a global scale and in real time.
- Audience insights are more valuable and actionable.
Programmatic Advertising Step 4: Reach Audiences Across Screens
Do you serve breakfast at dinnertime? Unlikely. Likewise it’s critical to be there in the consumer’s moment of need, at the right time, on any screen, on any channel. Programmatic buying ensures the right ad is served to the right user at the right time. TV, smartphone, tablet, desktop, display, mobile, web, in-app, over-the- top video, screens and channels are only multiplying. Programmatic advertising helps brands find and reach their audience in whatever way is most effective. This could be a video ad on a mobile phone or a display ad on a tablet. Back to the simple equation of serving fried eggs and toast for breakfast and steak and salads for supper.
Whether on mobile or desktop, on an app or TV, programmatic makes it possible to deliver a message across screens at the moment of greatest potential impact. As audiences acquire new devices and consume content in new ways, programmatic technologies will adapt to those too. (We don’t sit still for a second, as we know technology is moving fast and waiting for no- one.) Mobile and video consumption is skyrocketing, and inventory is steadily increasing. Thus, taking advantage of programmatic buying to efficiently leverage these high-impact channels will allow you to focus on reaching your audience where they are.
Programmatic Advertising Step 5: Measure the Impact
Programmatic buying affords an opportunity for marketers to take a big leap towards integrated, actionable measurements. Brands can learn what audiences think about their ads. Perceptions might shift as a result of ad
exposure, almost instantaneously. Brands have always used measurements to improve their media and creative strategies yet there is now a game changer! Programmatic buying and integrated platforms have brought new levels of speed and the ability to act accordingly. The real-time feedback loop helps brands strategize and improve each impression and digital interaction. It’s now possible to fully analyse the purchase path and understand which audience touchpoints are most likely to translate into action.
Integrated survey lift tools can generate real-time feedback on ad recall and brand awareness. You can also study brand interest, which describes how ads change search behaviour among exposed audiences.
Spoilt for Choice
Todays’ consumers are spoiled for choice. They really don’t need to purchase your product or service. And if your competitor is using Programmatic Advertising and you’re not, good luck. It’s no longer enough to have a good
product or offering, it’s not longer enough to simply advertise your wares. You have to meet your client at a time and place when they’re receptive. We can do this for you. When it comes to technology we are super-geeky, we hang
out with robotic friends. Play Star Wars soundtrack and roll credits.