The Future of Digital Advertising is Here: And It's All About Getting to Know Your Audience.
The smartest programmatic buyers may see ROI improvements 5-6 times over traditional buying because they pay only for the exact consumers that they want to reach, in contexts that work.
Programmatic buying also generates insight on demographics that include the geographic region, lifestyles and interests of the consumers exposed to a campaign. Marketers learn, in real time, which characteristics make a consumer more likely to perform a given campaign objective, what kind of person they should consider their top customer, and which attributes matter most in defining their best segments. This is valuable information when driving a new campaign — it allows marketers to tailor and modify their messaging much faster.
On that note, creative message testing is very robust in this format and can provide insight into what message works best, in what ad format the message is best delivered, and where it is best placed on a webpage and/or in what channel.
Despite all its benefits, programmatic is not for every client. There are minimum spends for most vendors, and while the algorithms learn quickly, it still takes time for the software to optimize in on the targets most likely to respond and buy. So it’s important to know the potential, as well as certain drawbacks. But for some clients, now may be the time to move forward — because this is the future of digital buying.