Delphin Varghese is the Co-Founder and Chief Revenue officer of AdCounty Media.
The ever-changing marketing landscape has seen programmatic advertising become a major game changer. The way brands engage with their audience has been transformed. Data and automation have been used to enhance personalisation, and to deliver the correct message at the appropriate time.
The days of guesswork and hit-and-trial methods to determine the efficacy of campaigns is over. The use of sophisticated algorithms and bidding technologies in real time has enabled “precision targeting” that produces the highest ROI. Marketers can identify specific demographics, tap into them and provide tailored solutions to cater to their interests and behaviours on multiple channels.
By transforming the data collected into insights that can be used to better target, programmatic advertising is a powerful tool for navigating through the landscape of marketing. The program analyzes huge amounts of data from consumers, including browsing history, buying behaviour and demographics, and then helps marketers create ideal buyer personas, and develop specialised campaigns to target these people. Ads are more engaging and relevant because they resonate and speak to the audience.
Programmatic targeting is also possible across devices and channels. This helps reach their audience through social media, mobile apps and display. The comprehensive omnichannel approach gives brands the power to engage their users at each touchpoint, and ultimately drive them to conversion.
The cornerstone of advertising programmatically is real-time optimization. Automation allows programmatic campaigns to be optimized in real time, unlike conventional techniques which require elaborate planning and manual adjustment. You can analyse performance metrics such as click-through rate, conversion rate and engagement rate. These metrics can help to make data-driven decision that will improve campaign effectiveness and maximize ROI. Brands can adapt quickly to changing market dynamics, and take advantage of emerging opportunities.
Programmatic advertising also allows for greater transparency and control. Marketing professionals can gain a deeper understanding of campaign performance by using advanced reporting and analytics tools. They can gain a better understanding of their audiences and the placement of ads. The increased visibility helps to improve their ability to make decisions and allocate resources efficiently. This allows them to allocate more resources towards strategies that produce results, and less to underperformers.
The need for programmatic advertising has never been greater, particularly in an age where the consumer’s behaviour is constantly evolving. With its unmatched targeting abilities, brands can create meaningful connections and long-lasting relationships with their audiences. Personalisation has been elevated by data, automation, and real-time optimization. The level of personalisation has increased engagement, conversions, and business growth. Programmatic marketing will be at the forefront in the future as technology advances.