Programmatic advertising is a form of advertising that uses software to automate the buying and selling of ad space. It allows advertisers to target specific audiences with laser precision and buy ad inventory in real time.
For many, programmatic advertising is the future of online advertising. Here’s everything you need to know about how it works and how to get started with programmatic ad campaigns.
What Is Programmatic Advertising?
Programmatic advertising is a form of advertising where ads are bought and sold using software, rather than through traditional human-based methods. This allows for a more efficient and effective way of buying and selling advertising, as well as a more accurate way of targeting ads to specific audiences.
Programmatic advertising has grown in popularity in recent years as more and more companies are turning to this method to buy and sell ads. According to some forecasts, programmatic ad spending is expected to reach $32.56 billion by 2018.
There are a few different types of programmatic advertising, including real-time bidding (RTB), private marketplaces, and programmatic direct. RTB is the most common type of programmatic advertising, and it works by auctioning off ad space to the highest bidder in real time. Private marketplaces are similar to RTB, but they involve pre-negotiated deals between buyers and sellers. Programmatic direct is a direct deal between a buyer and a seller without any auctioning.
How Do You Approach Programmatic Advertising?
Because programmatic advertising is automated, it can effectively reach the right people with the right message. However, there are some things to keep in mind when using this type of advertising.
1. Research and Learn about Your Marketplace
Before you launch a programmatic ad campaign, it’s important to have a good understanding of your target audience and the marketplace you’re operating in. This research will help you determine the best way to reach your target audience and what type of ad messages are likely to resonate.
2. Don’t Forget the Human Touch
While programmatic advertising is highly automated, it’s important to remember that it’s still advertising. This means that your ads should be creative and engaging and tell a story that resonates with your target audience.
3. Protect Your Brand from Misinformation
Programmatic advertising makes it easy to target specific audiences with laser-like precision. However, this can also lead to your ads being placed next to misleading or inaccurate content. To protect your brand, it’s essential to vet the sources of the content your ads will be appearing next to.
4. Identify Your Goals
Before launching a programmatic ad campaign, it’s important to have a clear understanding of what you’re trying to achieve. Are you looking to drive brand awareness? generate leads? or increase sales? Once you know your goals, you can develop a programmatic ad campaign to achieve them.
5. Beware of Programmatic Advertising Fraud
Programmatic advertising fraud is a real problem, and it’s something that you need to be aware of. There are a number of ways that fraudsters can commit fraud, such as by using bots to click on ads or creating fake websites designed to lure advertisers. To protect yourself, partnering with a reputable programmatic ad platform is crucial as keeping an eye out for any red flags that may indicate fraud.
Programmatic advertising can target specific audiences with laser precision and can effectively reach potential customers. However, it is crucial to understand how programmatic advertising works and to have a clear plan before diving in.
If you need a digital advertising agency in Charlotte, work with us at The Social Rook. We help businesses reach their goals by using paid advertising and social media. Book a free strategy call today to learn more.