Whether you’re the owner of your own business, or you're at the helm of a company's marketing department, you know keeping up with the Joneses and staying in sync with 21st century marketing initiatives is a challenge you face on a regular basis. Vying for the attention and business of new customers is not easy, but there are tools to help. One of the most noteworthy initiatives today predicted to continue to become the top marketing platform by 2020 is programmatic ad buying.
What is programmatic ad buying?
Programmatic ad buying is the art and science of real-time online display advertising that is aggregated, flighted, analyzed, and optimized through demand-side software (DSP) interfaces and algorithms.
What’s the purpose of it?
The (brilliant) idea behind programmatic ad buying is to place the purposefully-designed ads, at precisely the right time, in the perfect place ~ in front of the ideal potential customer who is most likely to notice, respond to, and engage with that particular advertiser. Programmatic buying relies on sophisticated software and technology to automatically connect the right ads to the right individual customer ~ in real time.
What’s so great about it?
Lots of things. For starters, programmatic (or automation) ad buying is not a fad.. It’s here to stay. What makes it so exceptional and appealing is it is backed by actual data. By zoning in and focusing on people who actually want, need, and use) the product makes all the difference in advertising. Consumers are more motivated to engage with an ad relevant to them. It’s great for consumers who don’t have to be bombarded with ads about products they're not interested in and are irrelevant to them. Programmatic ad buying is also great for the advertiser because they can simply and easily adjust the bids based on the potential customer viewing the ad. For example, looking for a beach house to rent in the Outer Banks in North Carolina? When you’re done perusing websites that rent vacation homes, you’ll see ads pop up on your social media accounts and near your email accounts about beautiful beach houses for rent in the geographic area where you were just searching. Your neighbor, who was just searching the internet for a snowplow, won’t see those ads about beach houses because they aren’t relevant to him today; he’ll see ads about snowplows!
The money you invest in this type of advertising goes directly toward reaching your ideal customers. The beauty and brilliance of programmatic ad buying makes the whole marketing arena much more enjoyable and effective for everyone. Today, advertising is moving towards capitalizing on engagement , and programmatic buying embraces that.
