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It’s possible that this term is completely foreign to you, but programmatic buying is a trend that is growing stronger than ever in the advertising industry. This new technique allows you to display digital ads without having to interact with media, the latter because it is done through automated platforms where the advertising spaces are bought through a system of bidding.
The biggest strength of programmatic buying, and the reason why there are more advertisers and media every day, is the efficiency it offers. Some allow targeting to audiences to which they will show their products to maximize their investment in advertising, while others help them include ads according to the characteristics and tastes of their users. In addition, programmatic buying allows constant measurement of campaign results and the possibility to optimize them over time if need be.
Below we leave you 7 trends among programmatic buying:
1. It is growing rapidly
According to eMarketer, it is projected that an investment of $32.56 billion dollars will be made this 2017 in the US, 78% of which will represent spending on digital marketing. By 2019, it is estimated to reach 84%. The scenario is clear: digital media buying is migrating to a completely programmatic model.
2. Serves to generate visibility
While publishers once delivered only the remnant inventory with little visibility, these platforms are now able offer these pieces and formats in better quality. The latter means that we use these programmatic platforms to buy the spaces that will give us the highest ratio of clicks.
3. Can be used for branding purposes
Previously, we only thought about programmatic buying for direct performance campaigns but now the platforms have access to “traditional inventory” as well. It is now possible to combine branding campaigns with other remarketing and social network campaigns. For example, you can show an ad on TV to a user and then impact them when they are browsing Facebook. This allows you to reach the potential customer in a more complete manner throughout their decision making process for a purchase.
4. The use of relevant information and constant tracking is key
For a programmatic campaign to be effective, relevant information must be used. It’s possible to target a campaign to the followers of a brand in a massive way and then, after evaluating the results, segmenting them according to different variables such as location, timetable, audience groups or sites. The idea is to optimize the budget by investing on the ads that produce the most effective results.
5. Requires team of experts
Since running these campaigns relies on correct set up and continuous tracking, there are now agencies that specialize just in these programmatic platforms that take care of implementing, monitoring and optimizing campaigns so as to achieve effective results.
6. Social Media sites offer useful information
These platforms allow you to target ads to micro-segmented audiences, using information of interests closely related to the tastes and behaviors of your users. Facebook and Twitter have APIs to verify these variables and Facebook Audience Network, with a network to display the ads in hundreds of linked applications.
7. They’re not just Banners
Programmatic platforms today allow access to premium and rich media formats, which are offered by the media specifically for Real Time Bidding (RTB) campaigns.