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.

What makes Personal Branding so important?

A few years ago, only famous celebrities had personal brands. Athletes, actors, musicians, TV personalities, industrialists received all the attention. However, the situation is not the same anymore.

People are now willing to put effort and invest their time can become “thought leaders” in a field. Today ordinary people are using personal branding tools increasingly. This includes social media. The main purpose behind using these tools is to attract people to their social media and websites.

Today personal branding is not just limited to business. It has become crucial for a business coach, influencers, or anyone willing to share their story with the world. The list is endless. In simple words, anyone interested in making an impact in the world should create a brand strategy. To make it easier, first, let’s answer some basic questions.

What is Personal Branding?

 It refers to the practice of marketing people and different aspects of their lives like their careers as brands. This is a continuous process of developing and maintaining an impression of an individual, group, or organization. In the case of personal branding, success is defined as a form of self-packaging.

A personal brand becomes how you promote yourself. It includes the personality, skills, and experience you want to show your followers. Hence, personal branding is how you present your story and the impression people gain from the same.

Why is creating a Personal Brand so important?

 People ideal for you start to find you

Once you start sharing your story and snippets of your personality with people on social media, you will find them actively engaging with your content. It does not stay limited to following but also includes sharing your content. The more personal element and personality you add, the easier it will become for you to find your people. This is because have a personal touch makes things relatable and closer to life.

 Over a period of time, one will be able to build a community of people who value you and identify you as an expert in your industry. However, the reaction can be both positive or negative.

Moreover, the chief reason to create a personal brand is to have a group of people who are willing to do things on your wish. Having this group of ideal followers once can start making a profit and achieving their goals. From selling out event tickets to buying from your clothing line, your loyal group of followers will do everything you wish.

Building trust with people

Doing business online is not exactly easy but the key to easing this challenge is by winning trust. Some studies conducted recently show that 70-80% of people research a brand or an influencer before doing any business with them. This is bases on the simple fact that people want to know you before spending money or engage in business with you.

It is this simple reason that makes personal branding so important. This type of marketing allows building strong connections and relationships with people living in any corner of the world.

However, social media is a highly resourceful place. So, make sure that you show your authentic self. Everything one does can be found online, so put a consistent story everywhere. Additionally, consistency is a key factor in building trust with people.

How to start personal branding?

Personal branding can be made easy by following the tips mentioned below:

Make sure that your content has a purpose

Generally, marketers advise that the most effective way to attract more people and customers to your personal brand is to keep sharing new content. This content can be videos or blogs. They say that after some time you will grow into an influential brand and reach your goals.

However, we have seen this strategy fail a lot. Why?

This is one of the key complaints that businesses have- they spent a lot of time creating content that no one engaged with.  Creating new content is undoubtedly necessary but it should not be to just complete the task. The main aim should be to increase engagement.

Having a content strategy and budget in place to create and promote content is important. In addition to this, one thing that most businesses miss is the purpose. Your content should have a purpose. This means every piece of content you create should be created within a budget and with a specific goal in mind.

Along with this, you should also spend time getting your content in front of the right people at the right time.

Be extremely consistent 

Building a personal brand demands consistency. From your message to your platforms, everything should be consistent. Your social media channels should also be visually appealing. They should reflect the influential person you wish to be presented as.

Once you choose a niche, stick to it and stay consistent. A good piece of advice here is to avoid confusing your followers by posting a lot about a wide range of topics. A prove for the same is every successful influencer as they stay disciplined and strive to be consistent.

Find what makes you unique

To stand out from your competitors, find out what makes your brand special. In simpler words, find your USP or Unique Selling Proposition.

One of the best examples of this is Coca-Cola. It was the first known business to include personal branding in its marketing strategy. They focused on creating a brand personality and employed emotional advertising.

What makes personal branding important?
Image Source: Business2community

The company created its brand around important values like joy, community, happiness, and experience. They realized how telling a product will not be profitable. Instead,  selling an experience worked was something that worked well. In the end, these values helped in differentiating Coca-Cola from its numerous competitors.

Summing up

To sum up, what we have discussed so far, personal branding is not just a profitable way of marketing but at times important too.

Even if you are not interested in personal branding, we strive to provide the perfect marketing solutions to everyone. Contact Shaktiki to avail our excellent marketing services.