Connecting with target audiences and maximizing campaign performance needs expertise in programmatic optimization.
One of the most critical differentiators in optimization is leveraging all the targeting and measuring information available. Before the campaign launches, constructive data use improves efficiency by zooming in on the most relevant consumer.
Being able to measure audience engagement in granular detail guides the optimization process. As it happens, links and patterns determine how this audience acts after watching a targeted ad which opens the door for sequential messaging.
Plus, incoming data from active campaigns ensure KPIs are met, and marketers reach the right audience.
The flexibility of programmatic ads creates customized goals and establishes waypoints to understand how the campaign works — measuring visits to a landing page, video completion rates, and engagement after ad exposure.
Programmatic ad buying offers better performance than traditional media buying approaches.
As more marketers shift their focus to the incredible growth of connected TV (CTV) and over-the-top (OTT) devices, reaching the full potential of programmatic media requires a clearer understanding of what’s possible.
Ways to improve the innovative features of programmatic ad buying are explained below to highlight this emerging technology's fantastic benefits.
Improving A Programmatic Advertising Campaign
Like everything else in marketing, programmatic advertising has distinct challenges. However, becoming familiar with them and partnering with an experienced provider safeguards brands while crossing off campaign goals.
Here are the latest trends impacting digital ad spend:
Over 90% of all digital display ad dollars will transact programmatically in 2022
Connected TV is a must-buy for 3 out of 4 video buyers, more than any other video type
79% of households are spending the same or more time streaming than six months ago
The primary benefit of programmatic advertising is the fully automated buying process tailored to the client's needs. As a result, it instantly reduces the most time-consuming aspect of media buying and dedicates that energy to tracking and analyzing campaign performance.
From the advertiser’s perspective, gaining access to a demand-side platform (DSP) streamlines the transaction and bidding process through the help of automation.
Emphasizing the DSP for programmatic ad campaigns helps identify where ads are being served and if it aligns with target audience segments.
Reaching New Heights in Advertising
Regardless of how clever an advertisement is, it should reach a relevant audience. Otherwise, marketers miss out on prime opportunities to contact consumers.
The advancements in programmatic advertising bring algorithms and data analytics to marketing, outpacing the traditional advertising techniques of the past. Within seconds, this technology directs ad campaigns to their intended audience.
More importantly, programmatic advertising works for brands on a national stage down to the local level. And it provides transparency for advertisers by giving them total visibility over their campaigns.
Advertisers can see which kinds of audiences are watching their ads and reach a remarkably broad and diverse demographic.
It’s an aptitude unrivaled by any other advertising platform, presenting a massive edge to marketers adapting to the shift in how most people consume entertainment.
Find, Message, and Track Audiences with Confidence
Programmatic ad buying has several moving components and needs an infrastructure to house the whole process. In other words, it’s not just a particular digital advertising feature. Instead, it requires experience, innovation, and a managed approach.
Targeting with programmatic allows businesses across different verticals to identify their target markets. Compared to traditional methods, the amount of money spent on a programmatic campaign maximizes the cost per millie (CPM).
Message only consumers who are looking to purchase, cutting out irrelevant audiences who won’t be interested in your product or service.
In addition, marketing specific viewers on their CTVs, OTT devices, desktops, and mobile phones proves far more effective than blanket marketing efforts.
Integrating a Comprehensive Attribution Suite
Competence in campaign measurement connects the dots between ad spend and outcome. This ability provides a fuller picture of the total impact of advertising beyond digital impressions and click-through rate (CTR).
Following campaign results in real-time can pinpoint who came to your landing pages, how they interacted after ad exposure, and which actions they took later on.
Quickly establish multiple attribution solutions to arrange the customer’s path to conversion and adapt to different markets and audience segments midway through the campaign.
A comprehensive measuring capability on the backend of advertising holds opportunities to influence advertising creative, carve new avenues for retargeting, and feed back into optimization efforts up and down.
Interpreting Programmatic Ad Campaign Performance
Many advertisers today focus on getting into the weeds of programmatic but aren’t sure how to start. And this technology is moving at breakneck speeds, with more sophisticated additions arriving along the way.
Advertising is on course to be a programmatic future with faster processes, more efficient delivery, and more significant results:
In 2023, more than 78% of CTV video ad spending will transact programmatically
Nearly 70% of advertisers agree that CTV/OTT allows them to target audiences locally in ways that are not possible with traditional TV
Just recently, streaming audiences represented 34.8% of total television consumption for the month, exceeding cable and broadcast
Programmatic ads on CTV, OTT, and audio develops precise targeting and measurement solutions to achieve full-funnel goals. For this reason, ad spending on digital TV viewers continues to grow yearly.
Though programmatic platforms automate the media buying process, they still need ad operations mastery to direct and manage campaigns.
Why Optimization Is So Important
Ad operations are the systems and procedures to promote successful digital campaigns. Any industry can optimize its programmatic ad campaign by knowing what to do with the information. However, each vertical comes with unique data sets.
Integrating programmatic campaigns introduces plenty of innovative ways to apply data analytics, with niche audience segments among broad demographics.
Analytics understand how this information is advantageous for marketers and can help you monitor campaigns so your business knows how budget dollars are spent.
Having the backing of a veteran programmatic provider presents answers to how KPIs are performing. As well as offering ways to compare performance against competitors, maintain effective resource allocation, and guide the next steps.
Analyzing data collection dedicates time and energy all at once. Narrowing down customized metrics for individual campaigns ensures marketing goals are aligned. Some metrics used in programmatic ads include conversion rate, number of leads, and online revenue.
Finding the most suitable information informs the overall marketing strategy, so data insights back every move.
Looking From Every Angle
Understanding what’s happening in the campaign is just as vital as why it is happening. Reviewing every angle reduces the possibility of inaccurate assumptions, with several ways to interpret data.
Combining multiple metrics and determining the relationship between them offers breakthroughs into the target audience's behavior and visualizes the data for clear answers.
Supporting Long-Lasting Success
Making the most out of what was learned leads to efficiencies in future programmatic campaigns and general marketing efforts. In addition, determining which techniques are contributing to the entire business leads to more substantial results, more revenue, and greater profitability.
A managed service provider develops client-specific, measurable, audience-centric, and ROI-focused tactics. Most importantly, a programmatic campaign is a reliable tool to reach different markets or set a product launch to receptive consumers in motion.
Even after a campaign finishes, the superior targeting of programmatic generates results further down the road.
The Leading Edge of Programmatic Innovation
On the whole, programmatic optimization centers around data acquisition and application. There are many techniques to message relevant audiences, with much to learn about this industry and new developments shifting the landscape.
Ever since Strategus ran the first-ever programmatic OTT/CTV campaign in 2015, this team has pushed the limits of this automation. Partnering with Strategus combines programmatic ingenuity with ad operations proficiency — taking the best in automation and guiding it with expertise.
Our campaigns are built off marketing budgets and deliver sophisticated solutions. Connecting to audiences today as they stream content across multiple screens and devices leads to more conversions, better audience engagement, and granular measurements of your target market.
Choosing the most experienced programmatic provider adjusts to the new normal of TV advertising. Improving the market proposition between the brand and the consumer maximizes the total impact of campaigns.
This industry continues to evolve rapidly, but having a managed service navigates through all of its complexities.
Contact us today if you’re searching for what’s next in OTT/CTV advertising.
Posted by Steven Cohen
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