GET THE MOST OUT OF YOUR ADVERTISING BUDGET

WITH ELEVATED INTERNET MARKETING

Making the decision to use programmatic advertising can significantly improve the efficiency of your marketing campaign and provide you with a better return on your investments. However, in order to get the most out of the process, it’s necessary to have clear goals and make some critical choices involving the best platforms to use and what targeting metrics to apply. At Elevated Internet Marketing, we have extensive experience with this style of advertising and can ensure your marketing plan is tailor made to fit your exact needs. Contact us online and get your free proposal today!

WHAT WE DO

CUSTOM AUDIENCE TARGETING

There are many different ways to customize your approach to audience targeting. Data compiled in regards to purchase history, location, and area of interest can help you determine how to approach consumers and predict what their future behaviors might entail.

OPTIMIZE ENGAGEMENT

It’s not enough for your sites to simply have a high number of views. A lack of engagement is a clear sign that the people being led to your site are not the right audience for your products.

CROSS-CHANNEL MARKETING

This refers to the process of keeping your marketing consistent throughout the various different platforms you utilize. This is key to communicating your brand effectively to consumers. Aligning your performance indicators with your business outcomes is a good start.

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WHAT IS PROGRAMMATIC

DISPLAY ADVERTISING?

Programmatic display advertising refers to the practice of utilizing programs and software to purchase digital ads, adding in a layer of automated technology to the process. When there are so many options for advertising, it can be difficult to make a decision in regards to which placement will make the most sense for your business while being cost effective.

Programmatic display advertising has a number of benefits, including access to a wider array of ads from various ad exchanges, and more options in regards to audience targeting. However, one of the biggest advantages of using this style of advertising is being able to take advantage of the speed and cost effectiveness involved in using an automated system.

WHAT IS THE DIFFERENCE BETWEEN

PROGRAMMATIC VS DISPLAY NETWORK ADVERTISING

When it comes to advertising, there are different strategies you can employ. There is the newer, automation based process referred to as programmatic advertising, and the older, more traditional display network advertising. Ads available to those employing display network advertising are displayed in the form of banners displayed across Internet sites, such as those offered by the Google Display Network, and are fairly familiar to advertisers.

Because of how programmatic advertising applies its algorithm, it can search a large inventory of ads, while display network advertising is restricted to a closed network. Because of how long these networks have been around, they are well established enough to reach a wide user base, however they are still somewhat more limited than the alternative.

Why View Through Conversion Are

Critical for Programmatic Advertising

One of the most important pieces of data to determine the effectiveness of your campaign is the conversion rate. Regardless of how many people view your ads, a lack of conversions means the increased exposure isn’t making an impact on your returns. This is usually measured by tracking click through conversions, aka conversions that take place after a person chooses to click on your ad. However, this is only one side of the story.

There are plenty of instances where a user decides to make a purchase after viewing an ad, but doesn’t go through the process of clicking on said ad. By tracking these views through conversions as well, you’ll have a much better idea of the success of your advertising campaigns.

Programmatic Advertising Statistics

That Matter

When it comes to making decisions for programmatic advertising and whether or not it is the right fit for your business, it can be helpful to familiarize yourself with some context in the form of data and trends observed on the subject. Programmatic advertising statistics can help to put certain options in perspective, allowing you to better understand the present marketing scene.

Marketing Stats to Know
That said, compilations of statistics can be sometimes overwhelmingly numerous. Here we have compiled the top statistics regarding programmatic advertising for your consideration.

  • For starters, it is beneficial to have an understanding of the present popularity of programmatic advertising. While each advertiser will likely have their own unique approach, overwhelming support for a particular strategy is always a good sign. Econsultancy and Quantcast shared a report confirming that in 2014, 62% of advertisers were using programmatic advertising for their brand objectives.
  • The use of programmatic advertising has increased even further over time, continuing to demonstrate its effectiveness and popularity. Adform shared that in 2015, the amount of ad space purchased as the result of programmatic advertising algorithms went up by 76%. That such a significant jump in purchases, and subsequent increase in spending, would be considered a positive move is a statement in favor of programmatic advertising.
  • The popularity of programmatic advertising is not limited to desktop users either. One of the most clear trends in advertising over the past several years has been the increased usage of mobile devices when accessing the Internet, making statistics about mobile users more relevant than ever. Per Invesp, in 2018, programmatic ads accounted for 43% of the total display ad revenue  on US mobile devices. This is especially significant because in 2013, that figure was only 6%, marking a clear difference from the present circumstances.
  • Invesp also reported on one of the most significant challenges with programmatic advertising: multi-device measurement. This was found to be an issue in 57% of the cases examined. The way people exist on the internet today is very different than when it was first made widely available. Rather than accessing pages from one device, many users browse from a collection of devices, such as smartphones, tablets, smart watches, and more. Tracking user behavior across those devices in order to implement a strong advertising strategy is a difficult task.
  • Another challenge to look out for is the presence of ad blockers. While marketing campaigns continue to be successful despite their existence, ad blockers are only growing in popularity amongst users. In 2020, Pagefair reported that mobile ad blocking had grown by 64% worldwide over the past year. Incorporating a strategy to counter the negative impacts of ad blockers into your overall strategy will likely be more and more critical as time goes on.
  • The Change Programmatic Advertising Pulse survey revealed an interesting piece of information about the advertising teams employing programmatic advertising strategies. The survey found that nearly 33% of the advertisers surveyed had been working on programmatic advertising for less than a year. This is important to remember because, despite its great popularity and success in recent years, there hasn’t been enough time for many marketing teams to establish and promote optimization plans when it comes to programmatic advertising. Continuing to monitor the efficacy of different applications with programmatic advertising, especially any attempts from marketing teams to think out-of-the-box and really push the boundaries of what’s possible, will prove immensely useful in the coming years.
  • On that note, there are new formats that are starting to catch on in regards to programmatic advertising, and while they are presently still relatively minor, they represent a lot of potential for growth. For instance, an eMarketer study concludes with a prediction that connected TV advertising spending will grow to over 10 billion dollars in 2021.

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What is Programmatic Advertising &

How Does it Work?

While programmatic advertising is a term that is often used when discussing viable options for online marketing strategies, it is still relatively new in comparison to more traditional options, and as such there is room for some amount of confusion on the subject. Especially because thorough explanations of programmatic advertising are often filled with technical language and complex processes, making the information less accessible to advertisers who have little previous experience in the area.

The Basics of Programmatic Advertising

The simplest way to describe programmatic advertising is as a system that allows you to benefit from transforming ad space related transactions into a completely automated process. When done manually, looking through the various offerings for ad space, weighing out the costs, negotiating the agreement, and inputting the information necessary to put on display within said space can be a very time intensive operation. When using programmatic advertising, the same end result can be achieved within mere milliseconds.

Even so, it can be helpful to have a more comprehensive understanding of how programmatic advertising works. The process is initially triggered by a user arriving at a website that has ad space available which is configured for use via programmatic advertising. Within moments, the website must determine which ad should be shown to the user. This is where the automated aspect of the operation applies.

The space in question is listed on an online platform that acts as a sort of marketplace, making it clear that it is presently available, and sharing relevant information about the circumstances, including the topics discussed within the site, the demographics of the user, and other details about how the advertisement will be displayed. This platform is referred to as an SSP, or supply-side platform.

There is a corresponding platform called the DSP, or demand-side platform. This is where advertisers can review the offers listed as available, assess all the information provided by the SSP in order to verify whether or not the space is a good fit, and determine whether or not to make a bid. The SSP will then review the various bids submitted, awarding the ad space to the highest bidder. Finally, the winning ad will be displayed to the user on the site.

This entire process takes place in less than a second, while the website loads. This provides a far more organic experience to the user, who doesn’t see any of what happens behind the scenes and is merely shown the advertisement and the rest of the online content on the site simultaneously. Another added benefit to programmatic advertising is that it can be directly integrated into the content, making it appear far more natural and less jarring to the user.

How to Create Programmatic Advertisements

Programmatic advertisements can be created through one of two ways. The first is a more manual approach, charging your marketing team with the task of designing and coding your ads. This requires a strong familiarity with coding languages like CSS and can often be very time and labor intensive. Alternatively, you can use a creative management platform to streamline the creation process, as it takes care of all the heavy lifting in regard to code and mass production.

One of the most commonly used forms of programmatic advertising is programmatic display advertising, which are more traditional in appearance and somewhat resemble display network advertising. However, there are a wide variety of alternate options that are continually being explored. Programmatic video advertisements are on the rise, both instream and outstream, but there are more out-of-the-box avenues as well. These include voice, via voice-controlled virtual assistants like Google Home or Alexa, publicly displayed digital signage, and even television. These might sound like the sort of thing you might see in science fiction, but such platforms are quickly becoming more and more popular every day.

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WHat Are The Benefits of

Programmatic Advertising

Even with a greater familiarity with the way in which programmatic advertising operates, you may be left wondering whether or not it is a necessary strategy for your business. Exploring any new method of advertising comes with its own risks, and it might seem unnecessary or more of a hassle than it’s worth to adopt programmatic advertising into your current marketing plans. However, there are several benefits of employing programmatic advertising.

For starters, the responsiveness of programmatic advertising allows you to target users far more intentionally than ever before. When it comes to advertisements, timing is a huge component. It’s one thing to merely display seemingly relevant products to users you consider most likely to make a purchase. It’s another to aim the right message at the right person in just the right moment, with all of these assessments being made on the spot. This precision in advertising ensures that you are maximizing your return on investments and avoiding any unnecessary wastes of funds.

Additionally, this makes it much easier for you to gain actionable insights from the data collected, as there is a huge amount of information collected and utilized throughout the programmatic advertising process. Having such a transparent look at the various factors involved in your ad campaign, from the sites where your ad is ultimately displayed to the specific demographics of the people that end up viewing your website or become customers, allows you to fine tune your campaign even further for maximum effectiveness. This allows you to transform an already good advertisement into an excellent, high quality, high performing one. All of this data is gathered and reported in real time, giving you an extremely up to date perspective on the situation. As a result, you can be more reactive than ever before. With more traditional methods, it can take long periods of time to gather the information you need to determine whether or not aspects of your ad should be updated. With programmatic advertising, you can get immediate feedback on your current advertisement and make any necessary changes on the spot.

This is all possible because programmatic advertising removed the need for a middleman. Previously, it was often necessary for a company to rely on marketing agencies and third parties to make critical decisions about ad spaces, manage the purchasing of said spaces, and report back on the results. This can lead to all sorts of grey areas and confusing situations where you are not fully informed on how your funds are being spent. With the removal of the middleman, you have direct access to all of that information.

The customization options available in regard to programmatic advertisements allow you to take an extremely granular, intentional approach when it comes to targeting your audience. While you certainly can rely on demographics, there are plenty of other classifications at your disposal as well, such as contextual keywords, certain geolocations, or even something as specific as an IP address. Programmatic advertisements also allow for retargeting, furthering adding to the efficiency of your campaign.

Finally, the reach of programmatic advertising is a huge benefit in comparison to other alternatives. For starters, given the lack of network restrictions, you have a much wider array of ad spaces available on traditional online platforms. Display network advertising is limited to a specific network of spaces, while programmatic advertising searches are conducted across multiple ad exchanges. Beyond that, you can also take advantage of programmatic advertising in less traditional spaces, such as televisions, mobile apps, public digital displays, voice-activated assistants, and more. This opens you up to a much larger pool of users, increasing your potential for growth exponentially. If you are looking for a more transparent, responsive, cost effective method of reaching your target audience, programmatic advertising might be the right choice for you and your business.

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FREQUENTLY ASKED QUESTIONS

Programmatic advertising has been around for several years, but it’s certainly newer than more traditional methods of advertising. As the concept of advertising grew in popularity, businesses soon found themselves in a situation where there were more advertisers than ad spaces, resulting in the creation of ad networks to facilitate the transactions. But it wasn’t until 2008 that real time bidding and programmatic advertising became an established aspect of online marketing.

There is a lot of technical jargon present in discussions of how programmatic advertising works, and real time bidding is one such phrase. It refers to the specific protocol set in motion during programmatic advertising which allows for an ad request to be made, spaces offered, offers assessed, bids placed, a selection finalized, and a winning ad displayed. As the name implies, this involves the execution of ad bidding within milliseconds in real time.

Initially a method known as waterfall bidding was employed, which assigned priority to various advertisers. If those advertisers opted to pass on the ad space, it would be offered to the next in line, and the next, and so on. This was time consuming and highly inefficient. This gave way to a new method known as headline bidding, which allowed all advertisers to place their bids simultaneously, saving a significant amount of time.

Presently, programmatic advertising is responsible for a significant amount of spending dedicated to online marketing. It’s true that there are other alternatives available, and that many of these remain fairly popular across the globe. However, the past several years have shown continued growth in the usage of programmatic advertising. While it may not be the best choice for every business, its track record thus far is indicative of a very promising future.

If you think this might be the right strategy for you, consider dedicating some time to ensuring you are properly prepared prior to launching your campaign. This includes setting your campaign goals, determining what time of campaign you wish to run, and choosing which DSP or demand-side-platform to use during real time bidding. You’ll also want to have a clear budget in mind that matches the aforementioned goals.

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