Programmatic Advertising for SMBs

Programmatic Advertising for SMBs

What the heck is programmatic advertising?

Simply put, programmatic advertising is a streamlined, highly-efficient way to buy display, or banner ads. Programmatic advertising allows you to target specific types of audience based on the your goals. You can tailor your ad to individuals or demographic niches based on this more precise type of targeting. The key to programmatic is deciding what your campaign goals, or key performance indicators (KPI’s) are. Once you determine your campaign goals, programmatic advertising alllows you to optimize the campaign towards them. KPI’s may be clicks or form fills or phone calls. By buying ads this way, you are only paying for highly effective ads, delivered to the right people at the right time. It’s a change from traditional ad buying through a private network or exchange. Similar to Paid Search, programmatic advertising allows you to limit the ads to time of day and apply frequency caps.

How does it work?

The process of programmatic media buying is the algorithmic purchase and sale of advertising space in “real time.” During this process, software is used to automate the buying, placement, and optimization of media inventory via a bidding system similar to search engine marketing. Automating the process means that it can be done in real time and doesn’t rely on the human touch or manual tracking.

Why is it so great?

Programmatic media buying allows small businesses to tailor a specific message and creative to the right person, at the right time in the right context. This exchange is all done using audience insight from the brand (the customers you want to target) around the kind of audience you want to target. This methodology should deliver far more precision and personalization of messaging and media, resulting in more efficiently targeted campaigns, and less waste of impressions!

Additionally, there’s this benefit to the automated technology: Programmatic solutions work around the clock. That kind of flexibility and workload ceiling are huge advantages on their own, but the efficiency is what’s pushed these solutions into the mainstream.

You’re trying to get in front of people’s eyeballs and get your brand in their mind so that when they’re ready to make a purchase – to make that conversion you’re looking for – you’re the brand they think about.”

It’s all about getting noticed by the right consumers.

The benefits to your business are obvious. Simple automated solutions eliminate some of your most time-consuming tasks, thereby reducing the stress placed on marketing departments and freeing up manpower to work on other projects.

Additionally, there’s this benefit to the automated technology: Programmatic solutions work around the clock. That kind of flexibility and workload ceiling are huge advantages on their own, but the efficiency is what’s pushed these solutions into the mainstream.

By increasing productivity, improving efficiency and perhaps improving upon prior processes and even the ROI of display ad campaigns, programmatic solutions are a growing trend that are here to stay.

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