Why Programmatic Advertising is Essential to Your Marketing
Programmatic advertising should be included as an essential part of your overall marketing strategy. However, many people look at it as a niche segment of advertising. They treat it separate from their marketing strategy entirely.
The more integrated our world becomes, the more integrated your marketing strategy must be. We are moving toward the Internet of Things, with many people enjoying multiple facets of their lives joined through the cloud and accessible through various personal devices. The online landscape is vast, and consumers are savvier than ever about how to navigate it. You must develop a strategy that mirrors the current marketplace.
Using the right automation programs can help. Here are just a few of the reasons that these programs are essential to your marketing success:
1. Get Exposure on Top Sites
Getting your ads on the highest-quality sites you can is essential to your success, and the right advertising programs can help you do that.
It can be very difficult to get your ads on top sites, especially if you are marketing native ads such as blog posts or sponsored reviews. Top publishers get pitched dozens of times a day, and a lot of those pitches are from spammy advertisers. They have to be just as choosy about what ads they publish as you are about what publishers you pay to show your ads.
Signing up for the right advertising program can help you get your ads on the top publishing sites. You can easily tell the quality of the program by the quality of the publishers it partners with, a list of which you should be able to find on the program’s website.
For example, Undertone from Perion gets ads published on sites like The New York Times, CNN, The Huffington Post, and ESPN. Undertone ensures that brands get the best exposure with their target audience on the highest-authority sites. Doing so ensures that these brands gain authority by association.
2. Refine Targeting
The right targeting is essential to the success of your advertising. Your ads will have no impact if they are shown to people who don’t want or care about what you are selling.
With the right automation programs, you will get the targeting you need to put your ads in front of the people who most want what or need what you have to sell. The program should offer you extensive targeting options, as well as the ability to monitor ads to determine where targeting needs to be refined for improved conversions.
By refining your targeting, you can maximize your conversions and get the best return on your investment. Of course, you’ll have to do the work yourself on creating the best ads, but the targeting will make sure that your hard work is not wasted.
3. Ensure Cross-Compatibility
Consumers don’t just use their laptop or desktop to view online content. They use smart phones of all sizes and qualities, tablets, smart watches, and even personal, voice-assisted devices.
The best ad programs ensure that your ads appear appropriately no matter device people use to view them. The ad program has to do more than just resize an ad appropriately – it also has to choose the best ad for the device. For example, a media-rich, high-definition video may not be appropriate for a smaller device that won’t show all the details or that may struggle to load the content quickly.
Ad programs that ensure cross-compatibility save you time and help you maximize your returns. You get appropriate compatibility without having to do the work yourself, and you ensure that your audience see your ads in their optimal format.
4. Save You Time
Time is money, and most of us are as short on the one as we are the other. Incorporating programmatic ads into your marketing strategy can help you save time so you can focus on growing other parts of your business.
A good ad program will use advanced metrics to determine the best publishers for your ads, the best ads by audience, and the best bids for your budget. Doing each of those tasks yourself can take up quite a bit of time. Just signing up for the right ad program can help you save hundreds of hours.
Take your time to research your program options so you can save even more time later. You can sit back and relax, knowing that the experts have your ad campaign under control.
5. Avoid Ad Blockers
Ad blockers have made it extremely difficult on brands to reach their audience online. In fact, ad-blocking software has cost companies billions of dollars, and it is expected to cost them billions more.
Great ad programs have strategies in place to deal with the problem of ad blockers. They can develop ad formats that will go largely undetected by ad blockers, and they can create ads that are more appealing to users and have higher engagement rates.
Ad programs can also offer you options for native advertising, which has the best possibility of going unnoticed by ad blockers and getting higher user engagement. Native ads can take many shapes. The only requirement is that they take on the look and feel of the other content on the page.
Whether you have native ads or not, using the right ad program can help you reach more of your audience and get better returns on your investment.
Putting It All in Action
A good ad program is so essential to your marketing success that you can’t take the decision lightly. You must research your options thoroughly to find the best program to meet the needs of your brand.
Check out the reputation of the program. Get a list of the major publishers involved with the ad network. Find out what technical and in-person support are available to ensure the success of your campaigns. Get a free trial if you can.
Once you have found the right ad program, you will see that it proves invaluable to your company’s success.
Shai Zamir
Senior Demand Strategist at Undertone
Shai is an online advertising power player, specializing in ad operations, performance and monetization. As an ad tech specialist, Shai is responsible for bringing in high quality demand partners to match Underton’s premium inventory.
Latest posts by Shai Zamir (see all)
- Why Programmatic Advertising is Essential to Your Marketing - October 17, 2017
- High Impact Ads Lower Attention Resistance - October 2, 2017
- Fortifying the Digital Ad Space with High Quality Ads - September 19, 2017
