Programmatic advertising is becoming an increasingly popular way for businesses to market themselves, but if you’re not sure where to begin, it may seem overwhelming. Maybe you’ve looked up the definition or a how-to guide before and found it confusing. For small or medium-sized businesses, it may seem like too large an undertaking. You’re not Coca-Cola, right?
The simple truth is, programmatic media buying can work for any kind of business, and it’s easy to get started.
Keep reading for a full rundown of programmatic advertising 101 – what it is, how you can make it work for you, and why you want to give it a try.
What is Programmatic Advertising?
Also known as programmatic media buying, it’s a very targeted type of advertising. Instead of casting a wide net and hoping your marketing appeals to those who engage with it, you reach people on a more personal level.
The way it works is that you use data collected from your consumer base to decide where and when an ad should be displayed for maximum efficacy. Then, you buy advertising space based on the volume of viewers who are most likely to be interested in your product or business.
This is a giant leap forward for modern advertising because it allows you to use gathered information on demographics, geographic location and even spending habits to increase the likelihood of gaining a new customer.
The best part? Rather than allowing a marketing company or publisher to decide where and when to place an ad, an automated program decides on the best course of action based on the information you feed it. Thus, it’s hands-off and actually quite simple to implement.
How You Can Use Programmatic Advertising
Though you might think programmatic marketing is just for the big leagues, it’s actually an incredible resource for small to medium sized businesses.
Think about it: if you have a small business, relying entirely on search engines for new customers may not be realistic. The same goes for traditional paid advertising. You don’t have the same budget as larger businesses, and can’t afford to waste valuable money on “branding” campaigns that don’t link back to ROI.
By using an automated programmatic platform to retarget your advertising, you can reach people who have already shown at least some level of interest in what you’re selling. With its rise in popularity, programmatic media buying is actually becoming more accessible to those who don’t have massive ad budgets or can’t afford to hire a team of experts in the field.
Why Consider Programmatic Advertising?
If all the above reasons weren’t enough, programmatic connects you to your consumer base. By better understanding their internet viewing, purchasing habits and general interests, you’re more able to tailor your business to their needs.
With its highly targeted approach, programmatic marketing allows you to gain a higher level of interest in your product or services while spending fewer dollars, or allocating a similar amount of money to channels you already are using. This gives you more room for growth. Reaching people who may be more interested in your business has the added bonus of increased brand recognition and possible word-of-mouth sales.
Of course, this is just the bare bones of programmatic advertising. There are many more aspects and nuances that can result in higher returns on your investment. If you’d like to learn more about programmatic and how it can help your business find and close more customers, call Higher Power SEO today at 760-881-4736.