Programmatic advertising offers a wide range of benefits for advertisers. Whilst the more traditional channels of advertising still hold a prominent place, advertisers must not turn a blind eye to a consumer’s desire to be engaged through digital. Programmatic is an advertising style which cuts out the middlemen, a tool proven to be beneficial for businesses.
Below are five advantages which encourage marketers and advertisers to increase their digital advertising spend with programmatic.
1. Real time data and insights
Being an automated platform, programmatic advertising purchases specific digital advertising space in real time. As well as buying in real time, programmatic gathers and analyses data. Advertisers can draw insights and adjust ads accordingly whilst a campaign is running, improving its effectiveness.
This not only helps advertisers communicate with their consumer in a directly unique way, but importantly gives them a deeper, first-hand understanding of their target audience.
Advertising space is purchased through automation and efficiently targets advertisers’ most valuable customers. This can cover specific factors such as buying patterns, browsing habits, brand loyalty and even the consumer’s choice of device.
What programmatic can offer unlike traditional advertising, is a greater level of transparency. Advertisers can track what sites their advertisements are reaching, any costs which may be associated and view the consumer who is looking at the ad, all in real time through the data it collects.
There is no lack of information or unknown. Advertisers are able to track all of their ads to see if it is a success or adjust accordingly to ensure impressions are effective.
3. Increased reach
Programmatic advertising offers growth in potential reach. Roughly around 3.5 billion people across the globe surf the internet daily and through programmatic, advertisers have complete access to ad inventory, reaching increasing numbers around the world.
Not only is the impending scope for a desired audience huge, advertisers are able to track any potential reach instantly and work with this information to get a real picture of how effective their ads are.
Simply put, programmatic advertising ensures advertisers no longer have to wait until a campaign is finished to establish the end result. As an automated platform, programmatic becomes an extremely efficient way of analysing data in real time.
Advertisers can see programmatic advertising has the intelligence to constantly monitor and display the measure of performance, developing a faster and more effective campaign.
5. Relevant impressions
Programmatic advertising allows advertisers to explore an array of opportunities which were not possible when ad placements were purchased manually.
At its most proficient level, programmatic advertising creates a more efficient and cost-effective process of purchasing digital advertisement space, enabling advertisers to pay only for relevant impressions. This means that advertisers have flexibility with their ads, buying digital ad space across publishers whilst minimising costs.