We at BrandIQ offer programmatic advertising to our business partners. However, understanding what programmatic entails and how it distinguishes itself from traditional display marketing is crucial for anyone who wants their business to be successful.
What is programmatic advertising?
Programmatic advertising refers to the automated buying and selling of digital ad space using special technology and algorithms. It manages the ad buying process through real-time bidding, so marketers reach their desired and most appropriate audience.
Traditional display marketing involves direct negotiations and manual ad placement, which can be time-consuming and less targeted. It also often relies on guessing about the target audience. In contrast, programmatic advertising optimizes the ad delivery process by utilizing a wealth of data about users’ online behavior, demographics, and interests. By using this information, programmatic platforms can tailor ad placements to individual users, ensuring that the right message reaches the targeted person at the right time.
Let’s say you recently started your own business. You have fulfilled your childhood dream by opening your own bakery. You provide baked goods with vegan options, and like every entrepreneur, you want the world to know about your business. Programmatic advertising goes beyond simple demographic targeting and uses a wide range of data, so the ad for your bakery is precisely placed. By analyzing factors such as users’ browsing history, marketers can deliver personalized ads, which means your carrot muffins are going to be seen by people who prefer vegan options, and your chocolate cheesecake will be placed on sites that are visited by people who enjoy having something sweet to eat.
This level of precision enables campaigns to be more engaging and tailored to the specific interests and needs of the targeted audience, which leads to more sales.
How does real-time bidding work?
RTB is a method for buying and selling advertising space on the Internet. It is an online auction where advertisers compete for the opportunity to display their ads on websites or in apps. In your case, you compete against other bakeries and producers of sweet goods in your area. The system analyzes user data and ad context and determines which ad is most relevant. The chosen ad is then displayed on the website or app in real time. This allows advertisers to approach the relevant audience and achieve better results with their campaigns.
The most popular programmatic advertising formats are video, display, audio, and CTV ads. At BrandIQ, we provide our clients strategies that can include all of them.
What’s The Difference Between Programmatic and Display Ads?
Programmatic ads and display ads are both commonly used in digital advertising, but they differ in their approach and execution. Display advertising is a traditional way of displaying banners or image ads on websites or in apps. It is usually purchased directly from advertisers and uses static or animated images, text, and visual elements to capture users’ attention.
Programmatic advertising, as we explained, uses automated systems and algorithms to buy and serve ads. Instead of manually buying individual ad space, programmatic advertising uses data and technology to reach target audiences, and it happens in real time. This allows the ad to reach the users who are most likely to be interested in it.
In your case, if you choose your bakery to advertise programmatically, the reach can be based on demographic groups such as people from the age of 25 up to 45, interests (users that have searched for such baked products or baking recipes recently), location (customers that live in the city where your bakery is based), and even device type. This last parameter shows advertisers which devices are mostly used by their audience, so they know where to invest more. If most people in your area have searched for “freshly baked croissants” on their phones, then your campaign will be focused on mobile ads.
What are programmatic advertising platforms?
Programmatic advertising platforms are software systems that facilitate the buying and selling of digital advertising inventory in a data-driven manner. These platforms use algorithms and RTB to make the connection between advertisers and publishers, allowing them to deliver ads to the most relevant audiences.
BrandIQ uses one of the most popular programmatic advertising platforms worldwide, the Google Marketing Platform, which includes Google Display & Video 360 (DV360) and Google Ads. These platforms allow advertisers to create, manage, and optimize their ads.
Another example of a programmatic advertising platform is The Trade Desk. It provides tools for advertisers to select and purchase ad space in real-time from various publishers and media inventories. The platform also provides analytics tools and data that help advertisers optimize their campaigns.
The future is programmatic.
It is shown that programmatic advertising is a revolution in the marketing world. It provides powerful tools and technologies that focus on the effectiveness and personalization of advertising campaigns.
We will sum up the biggest advantages of programmatic marketing that make it the ideal choice of advertising for your brand:
- It has personalized targeting for a specific audience.
- Programmatic advertising works in real time and dynamically adjusts according to user data.
- Proven to give a greater return on investment.
- It has a wide coverage; it can be used on different channels and formats, including websites, social networks, mobile applications, video platforms, and others.
BrandIQ is a leader in developing personalized programmatic advertising. Our team of experts has extensive knowledge of creating innovative and effective advertising campaigns that target your specific audience precisely.
We understand that every brand is unique and has its own specific goals and needs. Therefore, we focus on personalized strategy, real-time optimization, and dynamic advertising messages to achieve maximum return on investment. Contact us now and take your brand’s advertising to a whole new level!