Get Personal with Programmatic Advertising

Programmatic advertising gives you better access to your entire target market across all channels and devices. Best of it all, it can ensure you reach them in the right places at the right times. There’s no Google Display Network advertisements for leather shoes appearing on a vegan blog, but ads about fast internet speed during peak usage times? You betcha!

Ultimately, programmatic advertising uses data and machine learning to improve your marketing performance. While it can be a large initial outlay due to the technology required, the ROI far outweighs this expense when setup correctly.

Impressive will work closely with you to determine your objectives prior to getting started on your programmatic marketing strategy. Whether you’re aiming to achieve brand awareness, engagement, lead generation or conversions, programmatic advertising is beneficial for all types. Use it as a competitive edge and watch your profit margins increase.

Programmatic advertising offers two different types of methods to ensure your campaigns are successful. The first is known as Programmatic RTB (real-time bidding), which works in a similar fashion to how Google Ads works now. The difference is the bidding is automated.

Programmatic Direct, on the other hand, is a little different from the methods of advertising most marketers utilise now. Do you want to buy an ad space for a week or for 10,000 impressions on a highly relevant website? You can’t do it with Google Display Network, but you can with Programmatic Direct advertising.

Both capabilities are useful for a programmatic marketing campaign, although which one is better suited to your business depends on your marketing objectives. The team at Impressive will work closely with you to determine the best strategy to reach these objectives and your business goals.

Real-time bidding (RTB) is the buying and selling online ad space or ‘impressions’ via auctions that happen in the time it takes a webpage to load. Those auctions are often facilitated by ad exchange programs, such as Google Ads Manager or others with programmatic capabilities.

RTB can help increase your bottom line as it uses data to target customers or potential customers depending on what stage of the sales cycle they’re at. For example, when ad space starts to load in your web browser, information about you and the page you’re on is passed to an ad exchange. The space is then auctioned off, and the winning bidder’s ad appears on the page you’ve loaded. This all takes place within milliseconds as the webpage loads.

Impressive, for example, might recognise you’ve been our site recently, which means we might be willing to bid higher than our competitors to win the auction as there’s a higher likelihood of conversion for someone who’s already interacted with us.

The cost for programmatic advertising can often come with a high price tag, due to the cost of the platforms and the media spend required to get your advertisements in front of the right audience. There’s a lot of data analysis and skill required to implement the strategy successfully and ensure you generate a strong ROI.

Of course, exact budgets are hard to narrow down as there’s many different factors to consider. These include the amount a new customer is worth to your business, the likelihood of repeat business, whether you’re a product or service business – and how competitive your industry is.

Whether you’re running Programmatic RTB or Programmatic Direct ads will also determine the overall cost of your programmatic marketing campaigns. It’s recommended you speak to an expert first to work out your strategy before settling on a budget.