Programatic Advertising

Using programmatic advertising Marketers can laser target prospects, measure click-through rates, monitor conversions and optimise campaigns in real-time.

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The internet has transformed marketing more than any other medium over the past 20 years or so. Marketers can now laser target prospects, measure click-through rates, monitor conversions and even optimise campaigns in real-time.

But all this change has also brought many challenges. Marketers today have to manage marketing assets across hundreds of platforms and channels including PPC, display and social. And with more platforms being introduced every day, marketers are often faced with not having enough time to optimise campaigns for each platform.

That’s where programmatic advertising can help.

What is programmatic

Programmatic advertising is a platform which helps to automate the buying and selling of advertising online.

These platforms help to streamline workflows by consolidating all your digital marketing efforts into a single space. This makes the process of managing and optimising campaigns much more efficient, allowing you to quickly monitor and identify issues in live campaigns.

How does programmatic advertising work ? ?

Programmatic platforms use audience segmentation to help ensure your message is delivered to the right people. The process starts when a user first visits your website. The platform will analyse the cookies on a user’s device to establish as much information about them as possible.

Most platforms try to establish the following information:

  • Basic demographic data – (gender, age etc)
  • Location – (town, city, close to the beach etc)
  • Interests and hobbies – (kayaking, surfing, diving etc)
  • Behaviours – (what type of websites do they visit?)
  • Time – (what time of day are they browning the web?)
  • Device – (what device are they using to access content?)

How big is the programmatic advertising market ?

Programmatic marketing has grown at a phenomenal rate since the first platforms were introduced around a decade ago. In 2015, the market was estimated to be worth around $17.5 billion, but by 2016, that had increased to $25.48 billion. Fast forward to 2020 and the market is estimated to be worth around $45.72 billion.

The rapid growth in the market should be enough to persuade you that programmatic marketing works. These platforms are used by some of the worlds largest and most sophisticated marketers including Google, Kellogg’s and Holiday Inn. But they are not solely the domain of large advertisers. Companies with smaller advertising budgets can also benefit from the efficiency gains these platforms bring.

At Ignyt, our performance marketing team have experience developing profitable PPC campaigns across the following platforms:

Improved targeting

Frequently lacks a sufficient training budget to ensure the existing marketing team have the on-going training they need to stay up-to-date with trends in the fast-paced marketing environment.

Reduced advertising costs

Part of high-grade SEO work involves tweaking sites so that they are as user-friendly as possible. This helps to ensure every individual that clicks on your site ends up with a premium experience.

Better campaign management

Consolidating multiple advertising campaigns on a single platform allows you to see at a glance which campaigns are performing and which ones need adjustment. You can also easily adjust budgets, create seasonal campaigns, purchase ad space and implement new marketing channels.

Greater audience insight

Audience Insight is one of the biggest benefits of programmatic advertising. You will learn more about what motivates your audience to buy, which will allow you to create new and improved campaigns in the future. Kellogg’s, for example, dramatically improved their targeting by reviewing contextual audience insight data from previous campaigns.

A streamlined ad-buying process

Programmatic platforms give advertisers access to hundreds of ad exchanges across the web. The platform manages ad placement automatically, with advertisements placed with the most relevant networks based on data compiled by the algorithm.

Improved ROI

The ability to laser target users with relevant adverts means marketers can reach their audience more efficiently than ever before. This translates into improved ROI across all campaigns managed by the platform. And because campaigns are continually optimised, their performance improves over time.

How Ignyt can help ?

With so many proven benefits to programmatic advertising, you are probably wondering how you can implement this technology as quickly as possible. The performance marketing experts at Ignyt can help by creating effective data-driven marketing funnels that take the guesswork out of the ad-buying process. We can also mine your current data to pinpoint new opportunities that may be missed.

So, if you’re interested in improving the performance of your digital advertising campaigns, get in touch with the programmatic experts at Ignyt today by completing the contact form below. It will only take a few minutes and the results could transform the results of your marketing campaigns both now and in the future.

Start your digital success story here! Get in touch to find out more.

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