What are the benefits of Programmatic Advertising?

The use of software to purchase digital advertising is basically programmatic advertising. Its purpose is to replace human negotiations with machine learning and AI optimisation. The goal is to improve both the advertiser’s and the publisher’s efficiency and transparency.

This is accomplished through real-time auctions. That is ads are purchased at the same time a visitor loads a website. Thanks to programmatic platforms that have built up their ad inventory and database, any formats and channels can be accessed programmatically. It can also produce excellent outcomes for both SMEs and major companies. So don’t dismiss it because your company is small.

Programmatic advertising is a strong instrument, with worldwide spending exceeding $129 billion in 2020 and exceeding $195 billion in 2022. The United States is the largest spender on programmatic ads. The United Kingdom and China are quickly catching up.

Who can use Programmatic Advertising?

Programmatic advertising is available through a variety of digital channels, including display, mobile, video, and social. Traditional offline channels, in fact, are well on their way to digitisation as well. Out-of-home channels are beginning to advertise programmatically on digital screens in bus stations, retail malls, and billboards.

Previously, programmatic campaigns were reserved for larger budgets and media agencies. However, the rapid emergence of self-service platforms provides smaller firms with increased access to the technology and allows them to compete with larger brands without the use of expensive middlemen.

How can you succeed with programmatic advertising?

Google Display Network vs. Programmatic Advertising | Noble Studios

1. Be familiar with your market

First and foremost, conduct some research to determine who is your ideal target. As a marketer entering into a new sector of advertising, you will come across numerous new ideas and words, so take the time to familiarise yourself with them.

2. Establish your programmatic advertising goals

As with any aspect of digital marketing, it’s critical to have goals in place from the start. To do this, you should analyse existing data to decide the type of advertising awareness you require and develop an effective strategy that will assist you in determining short- and long-term goals.

3. Remember to keep the human touch in mind

Because programmatic advertising is born out of algorithms and machines, it does not lack a human touch. There are various platform kinds, some of which provide fully or partially managed services.

To plan, control, and optimise your purchasing, you will need to allocate skilled marketers. Finally, in order to achieve maximum success, you must discover the ideal balance of automation and intelligent human interaction. So, don’t rely solely on the algorithm to produce the greatest results for your campaign.

4. Try to protect your brand against false news

One disadvantage of programmatic is that its reliance on algorithms might result in ads appearing in inappropriate places, such as sites that propagate fake news such as coronavirus conspiracy theories.

Make sure your demand-side blacklist is always up to current and stay on a lookout for questionable sites.

A whitelist can be useful if your product is sensitive. This will return a list of recommended sites. It will limit your ability to reach your target demographic and possibly increase the cost of your ad, but it will ensure that no explicit or offensive information is associated with your ad.

5. Keep an eye out for programmatic ad fraud

The first step is to consider budget vs. reach. When it comes to programmatic advertising, marketers have been preoccupied with reach, which can leave campaigns vulnerable to bot misuse. When bidding for ad space, if a deal appears to be too good to be true, it most likely is! To prevent generating fake traffic, try not to focus solely on reach. Instead, pair it with traffic quality. Another thing your organisation may do is guarantee that ads adhere to privacy laws.

The process behind Programmatic Advertising

Step 1: An advertiser contacts their programmatic ad agency or trading desk to initiate a digital campaign to market their product or service.

Step 2: The agency employs a demand-side platform (DSP) to automate the process of purchasing ad impressions in order to achieve the campaign’s aim. Advertisers and their agencies can use a DSP to buy ad inventory from numerous publishers.

Digital Advertising Grew to a $32 Billion Industry in the First Half of 2016

Step 3: When a person from the advertiser’s target demographic visits a publisher’s website, the website sends an ad request to the supply-side platform (SSP). The SSP holds an auction among its purchasers, and the DSP participates.

Step 4: The DSP evaluates the ad and matches it with its data and target characteristics using the data it receives. This helps in determining the first impression’s bidding price. The procedure is sometimes referred to as real-time bidding.

Step 5: Once the impression gets sold, it will reach the publisher’s website for display. The process repeats each time a person visits the website or refreshes it.

Benefits for Advertisers and Publishers

Prior to programmatic advertising, advertisers had a tough time accessing ad inventory. This meant that 60% of publisher ad space remained unsold. Automation assisted in the resolution of the problem by making it much easier to analyse and purchase ad inventory.

For Advertisers:

Scalability- Programmatic advertising enables advertisers to reach a broad audience by purchasing ad space from any accessible ad inventory.

Real-time adaptability- Advertisers can make real-time changes to advertising based on impressions, and they can use a wide range of targeting parameters.

Capabilities for targeting- With programmatic targeting, an advertiser can utilise their budget better and spend more efficiently.

Efficiency- They promote streamlining. One can expect more relevant ads as a result of targeting. Advertisers can obtain a higher return on their investment if they have access to a big pool of publishers.

For Publishers:

Simplicity- Selling advertising space has never been easier thanks to programmatic advertising.

Communication- Publishers can easily communicate and work with advertisers, benefiting both the publisher and the advertiser.

Relevancy- When visitors arrive at a publisher’s site, the website will offer ads that are relevant to them because they are part of the advertiser’s target demographic.

Efficiency- Programmatic advertising can help publishers reduce costs and increase margins, allowing them to earn more from their available ad space.

Concluding thoughts

While digital advertising aims for a broad reach and the right audience, programmatic advertising employs precise targeting strategies based on real-time data to segment the audience. To make it easier to buy, place, and optimise ads, programmatic advertising combines the best features of technological advancements, human knowledge and expertise.

You can immediately start increasing your earnings once you grasp how programmatic advertising works and what it can accomplish for you.

Get in touch with us at Shaktiki Marketing to learn more about the most effective marketing strategy for your business.

How is Metaverse changing the marketing landscape?

Technology is evolving and changing at a rapid pace. We are witnessing previously inconceivable innovations. For many people, one of these advances is the metaverse. It is a one-of-a-kind, immersive virtual environment that is swiftly taking over the internet.

The metaverse is a shared virtual realm in which participants are represented by avatars. Based on user decisions and interactions within the space, these virtual worlds continue to expand and flourish. To that extent, it is similar to the real world in that it has no “end.” It’s basically a universe that keeps growing as more people join in.

There’s been a lot of debate about the metaverse since Facebook rebranded as Meta. The metaverse, which is larger than Facebook, is a rapidly rising trend that will have an impact on all aspects of culture, entertainment, and marketing. Hence, any business owner or marketer who advertises anything online should be aware of what’s going on in this dynamic industry.

Key characteristics of the Metaverse


Take a look at the Metaverse’s qualities to gain a better understanding:

Exists in real-time: The metaverse has a timeline that corresponds to real-world time.

Persistent: The metaverse is a fully immersive, communal experience. It will be a real-time parallel reality that never ceases.

Synched and fully functioning: Users will interact with one another and their digital environment in real-time in the metaverse. Participants in the metaverse will react to their virtual environment and to one another in the same way that they would in the physical world.

Individual agency: Players can engage in distinct activities at the same time. One could simply stand in the corner while others interact with one another.

User-generated content: In the metaverse, people can produce their own material or enhance current content.

Efficient economy: The metaverse will include fully operational economies based on NFTs, bitcoin, and other cryptocurrencies.

Hub of platforms: Different platforms can interact with one another in this space. Video game metaverses are great examples.

Marketing possibilities in the Metaverse

Digital marketers must keep up with the latest technical advancements. Understanding the metaverse and its full potential is part of this. It appears to be here to stay and is on its way to becoming the next big thing. Definitely, metaverse marketing will alter your perspective on digital marketing.

Although Facebook is currently in the early phases of its Meta transformation, we can bet that commerce and advertising will be incorporated at some point.

To begin, marketers must remember the importance of millennials and Gen Zers as a target demographic. These generations are also avid consumers of particular types of metaverses, such as immersive games and VR technologies. With that in mind, let’s look at how to market in the metaverse.

Creating an immersive experience

One of the most essential drivers of client engagement is experiential marketing. Providing an immersive experience forces people to step outside of their comfort zone. This can have an impact on their perception of your brand and help you form long-lasting relationships with them.

metaverseAmong the campaigns to keep an eye out for in the metaverse are: Virtual Concerts, Live Interactive events and Advergames.

Offering digital collectibles

NFTsNon-fungible tokens (NFTs) in the Metaverse allow virtual ownership of any asset. Although the long-term worth of NFTs remains questionable for the time being, brands continue to find them appealing due to the marketing opportunities and significant returns.


It is critical to pair your collectibles with special perks that make them more appealing and profitable. This might include a freebie or a discount. You can also use them as a prize for making a purchase or as part of your contest marketing game.

Building on your real-life marketing strategy

Transitioning into the metaverse does not need you to do everything differently. An excellent place to start is to reproduce what you provide in real life in the metaverse. Be it your billboards or graphics, bring them with you to the metaverse. Similarly, incorporating your real-world cause into the metaverse can boost brand engagement.

It is not only a natural way to enter the metaverse, but it is also a genuine way for users to recognise your brand.

Establishing your shop

A virtual 3D store, museum, or island can help you establish your presence in the metaverse and form deep emotional bonds with your customers. Tours, virtual try-ons or try-outs, and interactive 3D product exhibitions are also options.

Impact of Metaverse on existing marketing strategies

1. Advertising

We are currently transitioning from digital advertising to metaverse marketing, similar to how we transitioned from television, radio, and banner advertising to social media, search engines, and others. In the metaverse, you can provide virtual advertising.

Graphics will become three-dimensional. VR and AR will be popular methods, and they will necessitate even more innovative effort than they do now. This, however, will provide digital marketers with more options in how they advertise and sell things.

2. Social Media Marketing

Social networking networks may resemble Roblox or Fortnite, where you would have a 3D avatar in AR and visit websites in the same way that you would visit game areas in a game. The options are limitless. AR and VR will have an impact on the consumer journey from the first to the last step.

3. SEO and Content Marketing

Just as marketers migrated into optimising for search engines like Google, Yahoo, and Bing, it’s time to start researching how to get found in the metaverse. It is beneficial to use the keyword “metaverse” in a brand name, product name, or headline.

Blog posts, movies, and images will continue to be useful in the domain of content marketing. However, 3D virtual tours and dynamic 3D settings will increasingly become the type of material and experiences that people will be looking for and that you should be generating.

Concluding thoughts

meta verse

Best practices are yet to be established correctly. As a result, the significance of trying to develop your own distinct method cannot be overstated. It is also critical to stay up to date on new opportunities. Remember that you won’t be able to learn everything at once. The metaverse will definitely offer several options for enterprises of all sizes and types to reach a larger audience.

Get in touch with us at Shaktiki to learn about how you can implement effective marketing strategies: https://shaktiki.org/contact-us/ 


What makes Facebook advertising so effective?

Do you still use Facebook? How many times have you come across people who call Facebook – outdated? Is the social media application just simply consuming memory on your device? 

In recent years, social media platforms like Instagram and Snapchat have gained massive popularity. This has made everyone question the popularity of Facebook and many choose to call it a social media application of the past. However, statistics about the platform stand firmly in its favour. 

A recent study by Statista reveals that the application has about 2.7 billion monthly active users worldwide. This includes almost two-thirds of the United States population. As a result, we can’t accept the platform is no longer prominent. However, this does not mean that you should be on the platform to have a social life. Facebook has moved past its posts, comments, likes and messages. The social media platform is a major medium to reach potential customers. This is the basis of Facebook Advertising. 

Why is Facebook Advertising considered the most effective paid advertising option?

According to an eMarketer study, a large share of social media marketers considers Facebook advertising the most effective paid option among all the social networks.

This is because of its user base. Hence, advertising is a large source of revenue for the company.

Additionally, Facebook advertising gives smaller companies a competitive advantage, provided it’s used correctly.

How have Facebook Advertisements evolved?

2004: Flyers project

Zuckerberg and Saverin launched Facebook in February 2004, and in April, they took steps to monetise the platform. Facebook started selling bits of ad space to various companies like those promoting moving services, job listings, etc. This was the ‘Flyers project’. 

2007: Facebook launched its official Ads platform

After three years of its launch, Facebook introduced a large-scale official ads program. This allowed businesses to create individual profiles like their users. As a result, they had a space to share and post content but most importantly engage with other users.

Additionally, the new program introduced ‘Social Ads’. These were ads that combined social action from a user’s friends. For example, a current purchase or a business’ review along with the advertiser’s message. As a result, advertisers could deliver more specific and targeted ads which also included information from their friends. Moreover, these ads were displayed in the designated ad space or within a user’s feed.

2011: ‘Sponsored Stories’ launched

Launched in 2011, Facebook introduced its “Sponsored Stories” project which allowed advertisers to place advertisements directly on a user’s News Feed. Initially, the company made sure to show only one sponsored story on users’ News Feeds every day. These stories also stemmed from pages these users or their friends liked.

Users could not opt from the program entirely. But they could close individual ads. Advertisers saw this as a major win as they had a space to display ads in the middle of consumers’ News Feeds and social content.

2012: Facebook launches a mobile ads program

Before 2012, Facebook’s mobile application did not drive any money as the company didn’t display ads there. However, Facebook decided to subtly ease advertisements into user’s News Feed in 2012. This was borrowed from the ‘Sponsored Stories’ strategy that blended paid promotional content with the usual statuses or user-generated content.

The plan was to make ads as discreet as possible. Along with this, advertisers were offered limited space while being asked to create attractive and interactive content to capture attention. In the end, the strategy proved successful.

2014: Facebook introduced a three-level advertising campaign structure

In March 2014, Facebook introduced a new ad structure, offering campaigns and ad sets, other than the standard ads.

Why is Facebook Advertising considered the most effective paid advertising option?

Campaigns are plans with specific advertising objective. They were designed to enable users to optimise and measure the output from individual ads. Along with this, a buffer was put between those two levels.

On the other hand, ad sets were the subsets of a campaign. They could target specific audience segments and feature their own budgets. This structure allowed advertisers to better understand demographics.

Moreover, Facebook’s three-level structure made its advertising infrastructure easier to navigate and thoughtfully organised.

2016: Introduction of chatbots to its Messenger platform

Facebook decided to take advantage of its siloed mobile messaging system with the introduction of chatbots. The social media platform offered two ways to include bots: ‘Sponsored Messages’ and ‘Click-to-Messenger’ ads.

The former refers to the advertisements that appear in a user’s Messenger inbox. This allows users to automatically communicate with a chatbot with just a click.

While ‘Click-to-Messenger’ ads leverage call-to-action to place advertisements in a user’s Messenger inboxes. A business will attract users with some incentive like a discount or any content on the platform. Consequently, they will send a message via a chatbot once they click on the offer.

2018-2020: Expansion of ad formats

Facebook makes constant efforts to improve upon its advertising formats in order to monetise, as well as maintain the quality of user experience. The company offered eight different advertising options as of 2020:

  • Video
  • Photo
  • Messenger
  • Stories
  • Slideshow
  • Collection
  • Carousel
  • Playable Content

How to make the most out of Facebook advertising?

Facebook Advertising is the best-paid advertising method, provided it’s implemented wisely. So here are some tips to create effective ads for Facebook:

  1. Before writing advertisements for Facebook, one should use Facebook Targeting to narrow the audience. Writing for a general audience is the wrong way to approach this advertising. Whereas a specific group of people can be easily attracted, making the ad effective.
  2. A major issue that especially smaller businesses face is the lack of visuals. As a result, they use an image that doesn’t match the copy. The problem in this scenario is that customers will end up wondering what the company is actually advertising. Consequently, they are unlikely to click and the ad will be wasted. Hence, it’s important to make sure that your Facebook Ad copy goes with your visual.
  3. Just because you are paying for advertising, doesn’t mean that you add everything. While it may be tempting, it’s important to explain your product but keep it short and valuable. The easiest way to approach is to imagine yourself as a customer and answer the questions that the product can raise in your mind and form the advertisement accordingly.
  4. One of the most crucial things to understand while creating an ad for Facebook is to understand that every successful ad has a definite goal. For example, increasing brand awareness, sell a product, etc. This means it should have a clear call-to-action. In the absence of this, users will have no idea what to do next. 
  5. To make the advertisement more helpful and convenient for customers, it’s important to approach with numbers. This means you should add the cost or discount offered for your product or service. In short, lead with numbers.

Summing up

Facebook advertising is indeed the most effective paid online advertising option and your business always needs content to run successful ads. Contact us at Shaktiki and let us help you create the best Facebook ads.

What makes guerrilla marketing so effective?

Marketing has progressed from old publicity methods. There is an increasing need for marketers to brainstorm new innovative methods every day. However, every marketing strategy employed remains centred around customers or functions as an attempt to grab their attention. It is this interest that can lead from sparking curiosity to brand awareness. This might turn into customer action and even brand loyalty. All of this starts with gaining attention and starting a conversation about the company and its products or services. Starting this conversation is difficult for every brand. If you are a company trying to figure out the same, then there is a strategy for this called ‘Guerrilla Marketing’.

What is guerrilla marketing?

Marketer Jay Conrad Levinson introduced the formal term in his book named “Guerrilla Marketing ” in 1984. In this book, he suggests some different ways of addressing and opposing the standard methods of advertising.

Along with that, the book introduced guerrilla marketing that employs unconventional strategies instead of regular tactics in order to work in a small budget. It was during this time that consumers were getting bored with the usual radio, television and print advertisements which were on the rise. Consequently, Levison emphasised on the need of surprising even shocking, clever and unusual campaigns. This can include customers being targeted in the most unusual locations to add the surprise or shock element. Most importantly, this type of marketing follows no rules but focuses on being as creative as possible to make the experience of customers ‘memorable’. All of these attempts generate a buzz around the brand and its products or services.

Beyond the marketer’s rulebook

The concept behind guerrilla marketing is derived from guerrilla warfare which involves some unconventional tactics. On one hand, traditional forms of marketing play safe and follow guidelines. While guerrilla marketing, in a way, is not about following rules. It is focused on bringing out the most innovative ways which require creative efforts and approach, that cannot be executed with a rulebook in hand.

It can utilise popular culture and practices but mostly it is concerned with everything that matters to its audience. Instead of allocating huge amounts of budgets, it stresses on a trio of energy, creativity and time. If the designed campaign is able to attract and engage then it can be termed successful. With the advent of the internet, it can be more beneficial because the same can go viral on the internet and generate millions of likes, comments and views. In short, multiplied attention. Moreover, such marketing gives an open canvas to marketers with permission to don’t bother about the rules.

Types of guerrilla marketing

Considering how this type of marketing is based on creativity, its types are ever-growing. Some of them are listed below:

  • Stealth marketing strategy
  • Reverse graffiti strategy
  • Ambient marketing strategy
  • Viral or buzz marketing strategy
  • Ambush marketing strategy
  • Wild posting
  • Projection advertising

Why choose guerrilla marketing for your business?

With a pool of marketing strategies, it’s necessary to choose the correct one suitable for your business that meets your requirements. So here’s why you should choose guerrilla marketing and how it can benefit your brand:


Marketing can be a very expensive process which makes it difficult for small companies to publicise themselves in the way big companies do. However, this type of marketing can be great for both as it demands less investment.

While simultaneously, it has great chances of creating immense buzz and starting the process of customer action and profits for the brand. Hence, it’s a cost-effective tactic that provides a similar platform to every brand irrespective of their size.

Attracting and expanding customer base

The concept of guerrilla marketing is based on this very need. Companies need to grab attention in order to further the process into customer action. The buzz generated through the surprise element helps attract a potential customer base. Also, an old customer will be motivated to spread the word about their preferred brand and paint a positive picture. In conclusion, the goal of brand awareness is achieved.

Additionally, brands might receive collaboration offers which can in turn expand their business.

Guaranteed memorable experience

In a world of extreme competition, where a customer can turn to so many other brands for the same product or service, it’s important to do something extraordinary. Marketing efforts are thus focused on making the customer remember about the brand with some unique creative efforts. In this case, guerrilla marketing can be the perfect resort to design a campaign to impress and attract the public. A successful memorable campaign has a long-lasting impact on consumers which can easily turn into profits for companies.

How interesting are these campaigns?

The answer is extremely interesting! Just read the examples mentioned below:


The company’s creative marketing team worked on this really unique idea where they created a pop-up store which looked like their signature blue shoeboxes. This unusual structure attracted a huge crowd and they also admired the brilliant marketing strategy.

Guerrilla marketing helped Adidas in creating a buzz which allowed people to converse about the brand.


Customers are fond of brands that make their life comfortable and convenient. Working on this, IBM designed a creative idea where they turned their advertisements into usable outdoor furniture. A bench, ramp and umbrella at different strategic locations helped in gaining popularity. Additionally, it offered people a convenient outdoor experience.


What if you come across a pole with an animal, you will be shocked. This is exactly what Sarova did.

A fake animal on the pole would naturally point out to the motto of their campaign – SAVE THE TREES. It was indeed a daring move but proved truly effective.

How we can help

Guerrilla marketing can be an extremely refreshing marketing strategy but it can create blunders. This demands a marketer to work carefully on the plan too. However, it gives marketers the opportunity to marketers to align their values with that of consumers in a creative way.

For more such marketing knowledge and help in developing the current strategy for your brand, contact us at Shaktiki. Let’s get creative on your marketing strategy now!