what is programmatic advertising, programmatic advertising

What is Programmatic advertising?

What is Programmatic Advertising means?

Programmatic Advertising analyzes the websites on which advertising can be placed and an algorithm determines whether the site is interesting for the ordered banner placement and offers a corresponding price for the placement.

Win new customers efficiently with programmatic advertising and creative testing.

Winning new customers is subject to two facts: 

1.Purchasing decisions are made online.

   If you want to sell more, you have to optimize there.

2.Media auction exchanges are unbeatable.

    Manual media buying is not efficient.

Technically mature possibilities of algorithm-controlled media placement via auction exchanges bring the next boost for online customer acquisition. Dramatic gains in efficiency and cost per new customer are possible with programmatic advertising.

However, media optimization alone is not enough. The creative banner test strategy and optimally selling landing pages are decisive.

REALIZATION IN THE PACKAGE

We offer a complete marketing automation solution in one package. We realize the entire concept in 4 phases 

1. To plan

Target group/ offer/ test strategy/ follow-up/ ROI

2. Set up

› Media configuration/ start selection

› Banner creation/ programming

› optional: explainer video realization

› Landing page creation & CMS programming

› E-mail follow-up automation

3. Test phase

› Test of banner variants/ landing page

› Analysis/ projection

4. Roll out

Media investment according to budget/ ongoing analysis & step testing

How does programmatic advertising work in detail?

Programmatic advertising uses an algorithm that determines the probability of an available advertising space being relevant for an ad to be placed and then offers a corresponding price for the placement. The programmatic switching can be significantly improved if the anonymous profile of the visitor to the advertising site can be consulted in real-time (audience targeting) and this profile data is taken into account.

The success of the circuits in the form of clicks or orders teaches the system which combinations promise the best probability of relevance and as a result, the algorithm can adapt the selections and the offer price better and better according to the desired specifications for the target group and cost per click. At the same time, continuous learning creates data (big data) that can be used for further analysis and provide valuable information (insights) about target groups, potential, and reaction probabilities. This results in tips and ideas for the design of the offer and the creative implementation of the communication as well as for the market potential and the budget requirement.

Automated media switching is only one side of the possible success. The decisive factor is whether the content of the advertising communication – offer, creation, text, design, or call-to-action – appeals to the target group and leads to a reaction. The more precisely a target group can be identified, the greater the chances of achieving more relevance through individual addressing in order to optimally meet interests and expectations. 

How is advertising content optimized?

The effect of differentiating creative approaches in banner creation can be determined by testing and is integrated into the learning of the algorithm. To do this, it is crucial to define a test strategy based on direct marketing experience and to start with the optimally differentiating test parameters. If a clear winner combination is determined after a basic approach test, an attempt is made to optimize this with further step tests. Only one element may be changed at a time in order to achieve comprehensible findings. At the same time, it must be checked whether the results achieved differ in certain target groups.

Individualizing the content for target group segments can result in enormous response levers. Creative tests must be implemented according to a systematic roadmap and carried out continuously. Conditions in a complex system are constantly changing and only ongoing testing can provide certainty about the effectiveness of the content.

Another crucial factor is click conversion. A simple landing page is not enough. Individually structured target group expectations must be converted in a correspondingly relevant manner. Audience landing pages with dynamic content and video sell dramatically better.

How do you effectively use data to programmatically

Understanding the behavioral information that can be gleaned by data analysis is the initial step toward implementing a successful programmed strategy.

There are three types of data that you should consider. First-party data is an advertiser’ own data about their customers. Second-party data is collected by a third party not associated with the advertiser, for example, an agency that then shares the data with the brand to assist in creating a programmatic strategy. Third-party data is accessible to any person at no cost and is generally provided on a rate-card basis.

Brands must think of data as either potential or current customers, suggests Harcus. Notifying existing customers regarding updates or new product deals is referred to as retargeting. To extend the impact of retargeting, the experts advise brands to use the information to identify new prospects and target audiences that are similar in addition to existing customers.

This balance is important that all companies must take into consideration. The month of August was when P&G head of brand Marc Pritchard said the company is shifting its marketing budget away from specific Facebook advertisements and claimed that the company was too narrow in its search for specific consumers. In the future, Pritchard confirmed P&G is seeking to find an equilibrium of coverage and exactness through its programmatic approach.

What are Programmatic Platforms?

Platforms that are programmatic like Publift assist in the process of programmatic advertising. There are a variety of platforms for publishers to discover the best solutions and gain access to advertisers that meet their needs.

Platforms for programmatic advertising are components of the entire system needed for the process of programmatic advertising. Every part of the system is designed to benefit both the publishers and advertisers and guarantee that they both gain. Certain types of platforms are listed above, comprising Demand-Side Platforms (DSP) and Supply-Side Platforms (SSP), Data Management Platforms (DMP), and Ad Exchanges.

Let’s examine each kind of programmatic advertising platform to gain a better idea of what each accomplishes, and who it’s for. 

Want to know more what is programmatic advertising? Auctus Marketing will assist and help you on programmatic advertising. Call us Now!