There’s always a “Next Big Thing” and this year it’s programmatic advertising. Everyone’s talking about its promise, but for many of us it can seem like one big black box fraught with intimidating acronyms like RTB, DSP, SSP and DMP. Just how does it work and what do you need to know before you consider using it. (If you’re not sure what we’re referring to here, check out our post that outlines what programmatic advertising is.)Read More
Imagine if your ads could be smarter. Imagine if they could identify your audience for you, and learn about them as they browse the web. This is exactly what programmatic advertising does – it gains intelligence about your audience and serves them ads designed to get them to convert.
Unlike traditional display advertising – where you choose the audience based on specific websites you want to advertise on or demographic targeting you want to accomplish – with programmatic advertising, you allow tracking pixels on your website to help define your advertising placements and audience. The programmatic advertising platform uses artificial intelligence (AI) that gets smarter as your site visitors browse your site and the web, learning what drives individuals – and those like them – to convert. Then the platform serves display ads to folks (new prospects or those who’ve visited your site before) that are personalized to behaviors that are likely to lead to conversion.
Programmatic advertising combines big data with AI to synthesize millions of data points in order to create a picture of who your audience is, where they spend their time online, and what drives them to act.
As an advertiser, all you have to do is identify your goal (do you want to find new customers / prospects, remarket to users who have already visited your site, but not converted, or do you want to target both?) and create display ads that speak to the messaging / campaign you want to deploy.
By personalizing the targeting of ads and pinpointing what drives site visitors to convert, advertisers can improve the ROI of their display, mobile, social and video advertising campaigns.
Your uses are always online, but they’re not always likely to convert. One of the biggest benefits of using programmatic advertising is the ability to target your users not only when they’re online but when they’re apt to convert. This helps marketers save their impressions for when they’re most likely to be acted upon.
One of the biggest challenges that marketers face when beginning a programmatic advertising campaign is letting go of a bit of control in order to let the platform gather intelligence about their audience (since, rather than telling the ad platform who your audience is, the platform tells you.) This takes a lot of guesswork out of the process, but challenges marketers to let go of their assumptions about who their audience is.
For example, a luxury car dealer might find that their audience is two vastly different women – an early-thirties marketing manager and a recently retired scientist. These women are going to browse vastly different content online, and react to vastly different ads. Programmatic lets you find them, learn about them, and target them both with ads individualized to their tastes and sensibilities.
MoreVisibility has partnered with Rocketfuel, a programmatic marketing platform designed by two former NASA scientists – hence the name, and the serious AI. We recently conducted a webinar in partnership with Rocketfuel to help our clients learn about the magic of programmatic advertising. You can find it here.
Google AdWords “Similar Audiences” is an efficient and cost effective way to find new qualified consumers who share the same interests as your existing remarketing audience. If you think about it, this makes perfect sense: your remarketing list is made of users who visited your website, are familiar with your brand and products, and (generally) have the characteristics of your ideal customer.