According to a forecast, programmatic ads were responsible for 88% of all digital ad spending in the US alone.
But, what are programmatic ads anyway?
These are ads that are published through the implementation of Artificial Intelligence (AI) and Machine Learning (ML) to run ads in real-time to target individuals who fit the persona. It differs from traditional advertising in the terms of human negotiations and preset prices.
Programmatic ads, because of their adaptive nature and other benefits that are described below, are increasingly favored by businesses across the world.
As a result, most marketing teams are taking the professional assistance of programmatic advertising companies that can help them get the most out of their campaigns in terms of visibility, leads, and customers.
1. Works for businesses of all sizes
“Programmatic ads require lots of money” is one of the biggest myths that prevent its widespread adoption. To understand the ways in which ads of this nature can benefit you, you need to realize that businesses of all sizes can adopt them.
It doesn’t matter if you are an already established business wanting to experiment with new markets or a budding business wanting to test how your product fares, there is an approach for you. As these ads are customized to your requirements, you don’t need to burn money to get returns.
So if you have budget limitations, or you want programmatic to prove itself before scaling up, don’t worry.
2. You can reach a huge audience
No matter how big in terms of revenue and scale, every business wants to reach the biggest possible audience ever. Programmatic advertising allows just that and within a budget.
You can place your ads on millions of sites, various search engines, social media, and more. No matter which demographic you target, they will see you if you play your cards right. The impressions on the ads alone will give you a bang for your buck.
3. You are in charge
Programmatic ads have many advantages to look forward to, but one of the most important benefits is the freedom it gives businesses to hit pause and make edits to the ad campaigns at any time.
It allows optimizations to find and target the most qualified audiences, websites, time of day, and more, boosting results with each iteration from a pure performance perspective.
Plus, from a “what if I want to stop right now” point of view, it allows brands to stop all the campaigns with the click of a button. What a dream!
4. Be as creative as you want
The days when click-focused ads were the only valid formats for programmatic ads are long gone. Nowadays, businesses can reach their target audience with interactive and creative ads, or simply impress them with a well-designed creative.
The best part is all of it can be served uniquely on an individual user basis in real-time.
5. Increase the breadth of your reach
Ever browsed for a product only to be bombarded by ads from that brand? It’s a common occurrence. Although retargeting plays an important part in a business’ programmatic strategy, there are many innovative targeting tactics you can use to find and engage with key audiences.
These can be a bit creative. For instance, you can rely on real-time and historic geo-location data, email data, Amazon purchase data, or household data. You can also adopt innovative strategies such as contextual retargeting, where your ads appear alongside related content in any format.
6. Sync your programmatic ad campaign with DOOH (digital out-of-home billboards)
Consider this example.
You’re strolling on the street during lunchtime. You see a billboard ad for a fantastic-looking steak. As you continue walking, you get your phone out to check the news. You open the relevant app and there’s that steak again.
This is an example of a DOOH/programmatic sync that targets and engages with audiences when they are close to your OOH ads. A super impactful method to increase the frequency of your message non-invasively.
The DOOH sync is beneficial for businesses with physical locations and ones that sell digital products.
7. Programmatic campaigns can be weather-triggered
Apart from reaching the right person at the right time, you can also reach them when the weather is right. Weather signaling is a unique way of synchronizing your company’s value and is an instant win with your target audience.
Weather triggers can be based on insights about your products and the messaging can be as simple as ‘our deals are as hot as the weather’.
Also, if your product/service is preferred in particular weather such as food delivery services are preferred during rainy conditions, you can take advantage of that.
8. You know where your message appears
We don’t live in a digital world where programmatic ad campaigns are executed without any data on where our ads are visible. It doesn’t matter if you are running an open exchange, or a pre-agreed list of domains, safety and transparency are of utmost importance.
With security policies in action to remove domains that are labeled as unsafe, you can remain concern-free that you reaching your target audience in legal, enjoyable, and secure sites.
9. Programmatic advertising fulfills multiple objectives
Despite the prevalent belief, programmatic ad campaigns don’t just intend to sell your products to your customers. Of course, it achieves that objective, however, many businesses are relying on programmatic ads to improve brand awareness and product consideration as well.
Impressions increase your brand visibility.
The right mixture of the correct targeting data and beautifully designed creative, programmatic ad campaigns can do wonders for your brands in terms of getting the word out.
10. You need to stay competitive
If the nine advantages above did not persuade you, then this definitely will. It is very likely that your competitors are targeting and engaging with your potential buyers via their programmatic ad campaigns.
Consequently, they’re they have an extra edge over you as they are getting the above advantages.
In the competitive world, it is more important now than ever for your brand to play in the league of programmatic ads.
Programmatic ads help brands increase their visibility, brand awareness, the number of leads earned, and sales closed. Here are ten reasons why you should invest in programmatic ads:
- It is suitable for businesses of all sizes and scales.
- You can immediately reach a huge audience.
- The parameters that set the ads are entirely under your control.
- Try as many ad ideas as you want to test your content.
- You can also reach different kinds of audiences.
- You can sync it with OOH ads to increase their impact.
- It is easy to target your audience based on various parameters including weather.
- You can monitor where your ads are shown.
- You can achieve multiple goals apart from increasing your sales.
- They help you stay competitive in the industry.
We hope that this post helped you understand the necessity of programmatic ads for the success of a brand.
About the Author
Vibhu Dhariwal is Co-Founder & Director of Marketing at Digital Gratified, a Digital Marketing & Web Development company. He likes sharing his experience in outreach marketing, link building, content marketing, and SEO with readers.