A few years ago, when marketers first heard the word "programmatic," they thought it had something to do with the IT industry, not advertising. It was said on the street that programmatic would change the advertising industry forever, bring down traditional media more than ever, and put media specialists out of work forever.
However, time has shown that programmatic advertising came to help marketers drive better return on their ads, reach more people, improve their targeting campaigns and scale their brands.
Sometimes, the term “programmatic advertising” might sound scary but it’s not. At times, it can be overwhelming learning a new language and method of media buying but by reading this article, you’ve taken one more step towards becoming a more confident, data-driven and effective marketer. Congratulations! Your customers, your bottom line (and your boss) will thank you.
Yes, learning programmatic can be challenging as it uses big words and fancy acronyms like DSP, SSP, CPA, and PMP. However, if you approach it with a positive mindset along the way, programmatic will present a number of opportunities to scale your brand presence, protect and increase market share faster and more profitably than any other digital advertising method available.
If you would like to learn more about what is programmatic and how does it work, you can also read our related post How programmatic advertising is the future of marketing
So, in a nutshell these are the top 5 key benefits of programmatic advertising:
1. Reach more people across multiple channels
Programmatic allows advertisers to connect with their audiences across multiple channels, including display, video, search, social, CTV, audio, native, DOOH, you name it. Programmatic offers large scale on a smaller budget.
2. Superior targeting
Programmatic advertising is the holy grail of targeting, reaching a precisely defined audience with a tailored and contextual message, and tracking their behaviour all the way to conversion. In programmatic terms, this is called “programmatic activation”.
Once your ad campaign is over, reporting the results to your boss or creating marketing reports doesn't have to be a challenge. With programmatic advertising, you have total visibility of the buying funnel, including where your ad is placed, who is seeing it, what they’re doing after that and how much the entire process is costing you, all in real time.
4. Real-time measurement and control
Being able to measure your performance in real time allows you to make the changes you consider appropriate. This means you will become a better data-driven marketer, equipped to make changes and adjustments to campaigns in real time, taking advantage of market trends and delivering messages that resonate with audiences before your competitors.
5. Brand safety
Marketers must protect their brand reputation when advertising online. Challenges to brand safety include fake news, changing context, real-world events, namesakes, and extremist content. Today's demand-side programmatic platforms come with built-in brand security software and features that allow your brand to run only on secure networks.