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February 2022 | Digital Marketing

Why are programmatic media buying and advertising important?

Why are programmatic media buying and advertising important?

Programmatic media buying and advertising have ushered in a new era of advertising in this age of artificial intelligence and digital advancement. You need to catch up with the times if you haven't heard of programmatic advertising or understand how it works.

Buying and selling display advertising on the internet used to function similarly to buying and selling display advertising in print, television, and other more traditional channels. It necessitated interaction between an advertiser and a salesperson, as well as the negotiation of advertisement space acquisition. It essentially required two individuals conversing with one another, but this is not the case with programmatic media buying. The way online display advertising works has changed and all thanks to programmatic advertising.

In contrast to traditional techniques of digital advertising, programmatic media involves the use of automated technology for media buying. Programmatic ad purchasing has occupied a central place in the B2B community for businesses trying to stay ahead of the curve. These firms work hard to innovate and improve ways to communicate and interact with potential consumers and clients. Data insights and algorithms are used in programmatic media buying to show ads to the appropriate user at the right moment and at the right price.

Because of the accessibility and benefits it provides, this media buying activity is becoming the new reality in the advertising sector. Here are a few reasons why programmatic ad buying might be one of the most significant methods to use this year.

Importance of programmatic media buying and advertising

Programmatic ad purchasing is highly accurate

Even if you are an experienced B2B marketer or a first-time B2C advertiser, you probably understand how critical it is to identify and reach the most appropriate customer groups for your product or service. Knowing who the ideal people are to market throughout the field may make a big difference when it comes to attaining a greater return on investment (ROI).

Usually, the idea to make a B2B purchase can include around 10 individuals every time, so investing in a one-time media buy for a website you think they may read can be a waste of your media investment.

Rather, while using programmatic buying, you can tailor particular messages to specific people through multiple devices and systems. Based on the data you collect, you may concentrate on the most profitable customer targets.

Programmatic media buying is more transparent

Before the emergence of programmatic, advertisers had little information to rely on. In conventional advertising, the placement process may be a bit of a trade secret, keeping advertisers in the mist about where their advertisements are going to appear and why.

Because of the nature of placement tactics, programmatic advertising bypasses many of these obstacles. Advertisers now have a better understanding of where their advertisements are visible, as well as the kind of customers who are viewing them. This type of data may be quite useful in assessing the effectiveness of existing advertising and planning future initiatives.

Programmatic purchasing brings up new business opportunities

If you're offering widgets or applications, it's plausible to think that you will reach out to the target consumer through a website dedicated to those products. It's vital to keep in mind that your potential buyer can have other interests that can be discovered elsewhere on the internet.

By focusing on audience purchasing rather than site purchasing, programmatic ad buying transforms the way firms approach new prospective clients. This enables you to locate the potential you require in places apart from the normal sites used by most other marketers. Interacting with consumers in new ways may lead to a slew of new opportunities for your business.

Programmatic ads provide better outcomes and efficiency

In advertising and marketing, the main goal is to produce positive outcomes that will have a positive influence on ROI. According to research, programmatic ad purchasing helps companies to identify the audiences they want to target, assuring that they send the right message to the right person at the right time. This decreases the quantity of wasted media, improving total campaign efficacy while also optimising marketing budget use.

For example, a recent campaign of Vodafone employed a programmatic campaign using IP data, inventory scaling, and GPS targeting to assist improve roaming package sales. As a result, they observed a 198 per cent increase in conversion rates.

Weather-triggered programmatic campaigns are possible

You can not only find the perfect person at the right place at the right moment, but you can also get them in the ideal weather. Weather signals are a great method to conceptualise your brand's content and gain instant credibility with your target audience. These triggers might be as basic as sales improve when it rains, and can be based on brand insight. When these characteristics are set in the programmatic buying platform, the budget may be dynamically weighted or the messaging can alter to become more appropriate when desired weather circumstances happen.

So, if you've read this far, you might be wondering: should I use programmatic advertising? To determine that, consider whether you have a need for any or all of the reasons listed above. And, if you believe the types of programmatic might be beneficial to you, contact the top programmatic media agency, such as Grapes. Our team of programmatic media professionals will pay close attention to all of your brand's needs and deliver the most effective and efficient solution available.

Our team will also collaborate with you to create and execute a programmatic campaign that speaks to your target audience and achieves your goals. Whether you want to promote awareness of a product or service, boost traffic to your website, bring people to your store, or something else entirely, just let us know what you're looking for and we will do all we can to assist you.

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