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4 Strategies For Improving Programmatic Advertising Results

The introduction of programmatic advertising – automated purchasing and selling digital ad space – is one of the most significant breakthroughs in advertising. As most of us continually seek ways to increase our audience reach, every click, view, and interaction has become increasingly important.

Programmatic ad spending soared to a staggering 418.4 billion U.S. dollars in 2021, and it’s expected to skyrocket to 11.5 billion U.S. dollars by 2027. This effectiveness has made programmatic advertising one of the most important tools in the digital marketing toolbox. 


But how does it benefit your marketing efforts?

Benefits of Programmatic Advertising

Programmatic advertising stands apart from traditional media purchasing strategies through its automation integration, revolutionizing how ads are bought and optimized.

It examines various user signals to guarantee that advertising strategies are fine-tuned to ensure precise targeting, presenting the right content to the right person at the right moment and in the right geographic location. Here’s how else you can benefit from programmatic advertising:

  • Better reach with targeting: Marketers can reach highly focused audiences via programmatic advertising using criteria such as demographics, interests, online behavior, and purchase history. Precision targeting ensures that advertising is presented to people at the right time, driving engagement and conversion.
  • Allows real-time data and analysis: You can make quicker decisions with real-time data. It also shifts you from a reactive to a proactive mode. Real-Time Bidding (RTB) is a technique used in programmatic advertising to determine the current value of an ad impression. This ensures that marketers pay the lowest feasible price per ad impression while maximizing their marketing expenditure. It also allows advertisers to specify demographics, interests, and behaviors, ensuring that their ads are viewed by the appropriate people at the right time. 
  • Increases ROAS: Programmatic advertising provides advertisers with a data-driven and cost-effective option. It accomplishes this by supporting marketers in achieving their advertising objectives while offering transparency and control over their campaigns. Increased efficiency and better targeting can result in a higher return on advertising investment.

With this type of advertising, you can manage budget allocation, ad placement, and campaign schedule flexibility according to changing business needs.

Overall, programmatic advertising provides advertisers with a powerful and economical means of reaching out to their target audience, delivering targeted messages, and optimizing campaign performance. 

Four Key Strategies for an Effective Programmatic Advertising Strategy

Planning is vital for every marketing strategy. Knowing what your customers desire to achieve will help you set appropriate goals. And regarding programmatic advertising, here’s what you should keep in mind.

Strategy 1: Optimizing Ad Campaigns for Efficiency

Do your clients want to improve brand awareness or convert more customers? Understanding your client’s business goals will help you maximize their advertising budget. 

To impact your client’s bottom line well, remember the correct goals and target audiences when choosing the right Demand Side Platform (DSP) and developing your ads. As consumers continue to use numerous devices and platforms, cross-device and cross-platform advertising is becoming more prevalent. 

In that case, you must follow a user’s journey across several devices and platforms and offer a uniform, seamless advertising experience.

Strategy 2: Leveraging Data for Precise Targeting

Advertising teams may optimize their campaigns in an intentional and data-driven manner to maximize return on ad expenditure.

They can securely upload their first-party (1P) data and target those individuals directly using real-time bidding signals. Further, DSPs have many third-party groups that advertisers can target without first-party data.

Using these data-driven insights and automated algorithms, you can target specific audiences with customized messaging, thus increasing the advertiser’s brand’s reach and exposure.

Strategy 3: Utilizing Automation and Machine Learning 

Understanding artificial intelligence (AI) and machine learning (ML) principles allow you to make better-informed judgments about implementing them into your advertising efforts. You must guarantee that your algorithms are fed high-quality, relevant data to learn faster and produce more accurate results.

Machine learning constantly expands, with new research, approaches, and tools appearing regularly. So, attending industry conferences, participating in online groups, or working with consultants or vendors specializing in cutting-edge technologies could all be part of this.

Strategy 4: Preventing Ad Fraud and Encouraging Brand Safety 

When fraudulent impressions, clicks, and conversions are generated, they consume the budget and render the impression useless. So, marketers must verify that ads are only shown in trusted and dependable contexts.

Ensure that the DSP only works with trustworthy and authorized publishers to safeguard your brand and know exactly where your advertisements appear.

Contextual targeting is also linked to brand safety. Brand safety measures are available to ensure that online advertising is only presented to real, physical users in the specified geographic area. The simplest way to keep marketing activities on a restricted road of suitability and safety is to use blacklisting and whitelisting. Purchasing directly from a publisher is a viable alternative if the publisher is upfront and transparent about their brand safety credentials.

Advertisers must continue to create their marketing strategy, but programmatic advertising gives credible and usable customer data. And when it’s combined with human-produced creative, your brand has a solid marketing approach.

Mike Szczesny

Mike Szczesny is the owner and vice president of EDCO Awards & Specialties, a dedicated supplier of employee recognition products, branded merchandise, and athletic awards. Szczesny takes pride in EDCO's ability to help companies go the extra mile in expressing gratitude and appreciation to their employees such as work anniversary awards. He resides in Fort Lauderdale, Florida.

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