Getting Started With Programmatic Display Advertising

On average, people spend 7 hours per day on the internet.

That’s 7 hours per day when you have the chance to get your ads in front of your customers. It’s important to take advantage of this time for your advertising, but it can be difficult to get your ads in the right place at the right time.

One way to help make sure you’re reaching as many people in your target market as possible is through using programmatic display advertising. But what is that?

In this post, we’ll go over what it means to use programmatic display ads, what the benefits are, and how to get started.

Keep reading to learn more. 

What Is Programmatic Display Advertising?

The definition of programmatic display advertising is “the use of software to buy digital advertising”. Where traditional advertising requires active attention from advertisers to negotiate, buy, and sell ad space, programmatic automates this process.

It uses algorithms to determine the best place and time for your ads to appear and then buys the appropriate ad space. A large part of how this is done is by using data collected about different customer behaviors. All of that information can inform you which consumers are the most likely to actually convert. 

The time you save from the automation is a big benefit in itself, but there are others you can expect when you switch to using programmatic display advertising as well. The following are just a few of the benefits you can expect.

Right People, Right Time

The biggest benefit of a programmatic display ad is the ability to get it in front of the right person at the right time.

An incredible amount of data is collected about every consumer and their behaviors. This can be data regarding anything from where they live to what websites they frequent to their age. This information is all used in programmatic advertising to help you target your audience.

This is important because it doesn’t matter how well-designed an ad campaign is, if the right people don’t see it you’ll be missing out on a lot of potential business. But with all of the data programmatic uses, you’ll be able to identify those consumers who are the most likely to actually convert and become customers.

Design Better Ads

All of this data can also help you to design better display and programmatic ads. Because you have access to so much information about your potential customers you can design ads that are hyper-specific to them. This will make them more likely to convert. 

Greater Efficiency and Reach

Programmatic advertising is much more efficient than traditional advertising. The automation of programmatic means that it doesn’t require as much active attention from your employees, meaning they have more time to focus on other important tasks to help your business flourish.

Additionally, since it is automated and relies so heavily on software and algorithms there is less room for human error, and it is much faster.

Programmatic is not only more efficient but it will also help you to increase the reach of your display ads. This is because programmatic ads aren’t limited to one particular website or network.

Time to Implement

If you’re convinced of the merits of programmatic advertising it’s time to begin implementing it! However, it’s important that if you’re going to do it, you do it right to enjoy all of the possible benefits.

Choose the Right Programmatic Platform for You

Programmatic platforms are the places where all of this buying and selling happens. Those looking to buy ad space need to look at platforms on the demand side, whereas those looking to sell ad space use those on the supply side.

Assuming you’re looking to buy ad space, there are many choices available to you. Which you choose will depend on factors like your digital marketing budget, what kind of ads you’re looking to display, the type of publisher sites you want to advertise on, and the different features you’re most interested in.

Some features you can look for are analytics tools, A/B testing, forecasting tools, and fraud protection. Which ones you value most will be entirely up to you and your business.

Segment Your Audience

After you’ve chosen the right platform for you and know the different targeting and inventory options it will allow you, you will need to break your target audience up into micro-segments. These are tiny groups based on the different demographics, interests, and behaviors of your customers.

This allows you to create ads that are hyper-relevant to the consumer they end up in front of, making them more likely to convert. 

How you segment your audience will depend on your business and what characteristics make a good potential customer for you. For example, if you sell kayaks you may want to create segments focused on people who live in areas near large bodies of water, or people who have bought kayaks or similar water sports equipment in the past.

People in each of these segments could become customers, but the ads that you show to them should be different in order to address their specific situations. 

Retargeting

One of the most effective ways to target your ads is by using retargeting. This is when you collect data on your website about what products or services a customer has previously viewed or even added to their shopping cart before abandoning it. You then use that information to create ads for that specific customer.

For example, if you see that a customer came to your site and looked at a specific mountain bike, you then put that particular bike into the ads they see. Since the customer has already expressed some interest in the product, this type of ad is very effective.

Start Using Programmatic Display Advertising Today

In order to convert as many customers as possible, your ads need to reach the right people at the right times. Programmatic display advertising helps to make sure this happens. Get started today and grow your business.If you’re ready to begin focusing on programmatic advertising, we can help. Contact us today! Edit Article

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