Programmatic Advertising and Its Game-Changing Benefits

Programmatic Advertising and Its Game-Changing Benefits

Programmatic advertising is rapidly replacing traditional advertising methods— let’s see why.

A study conducted by the National Center for Biotechnology Information in the US claims that the attention span of an average human dropped from 12 seconds in 2000 to 8 seconds in 2013, owing to the excessive use of digital media. As a result, customers often forget most of the brand advertisements they come across on the internet. This is when programmatic advertising comes into the picture.

Programmatic advertising is a marketing approach that offers automated buying and selling of online advertisements. In simple words, it is a process of buying digital media spaces on different platforms by analyzing potential audiences to improve a brand’s visibility. Many budding entrepreneurs are considering this approach over traditional advertising because of the many benefits it offers to startups.

Reaching the correct audience

In the initial phases of a business, there’s a dire need to recognize its target audience to market the products and services effectively. Programmatic advertising is a data-driven approach that observes consumers’ buying behaviors based on their online activities.

Moreover, its targeting methods are also influenced by factors like customer demographics, location, financial stability and personal interest. This approach offers algorithm-based tools like Google Analytics’ Audience Tab, Facebook Business Page Insights and Consumer Barometer to analyze potential customers and target ads accordingly.

Effective time management

Time management is an important aspect for a startup to accomplish its business goals. Traditional advertising approaches where entrepreneurs would contact sales representatives to understand consumer needs as well as market trends consume a lot of time. Instead, digital advertising platforms specialize in the accurate and quick detection of these trends by using software-based tools like Growthbar. Additionally, these platforms also offer quick lead generation services that help in expanding a startup’s reach while increasing its brand awareness in the market.

Media transparency

Earlier brands could only dream of having media transparency to witness the ad agency’s performance. This was a difficult task due to a lack of data management in advertising campaigns. However, programmatic advertising eliminates this barrier by offering digital solutions for keeping track of campaign activities. From initial budget allocation to campaign results, a database system is created for each campaign stage. There are many Data Management Platforms (DMPs), like Salesforce DMP and Lotame, for tracking the campaign’s reach throughout all the media channels. This eliminates the risk of fraudulent practices in ad agencies including the unaccountability of expenditures, lack of data management, money laundering.

Tracking real-time insights

Tracking the insights of each ad campaign can prove vital for every startup owner and programmatic advertising makes it come true. Tools like Cyfe and Supermetrics offer real-time campaign analysis to check the performance of targeted advertising. Based on these insights, advertisers can make changes in the campaign objectives if needed. This helps to measure a campaign’s success as well as foresee the failure so that necessary steps can be taken to avoid it.

Programmatic advertising is indeed a game-changer in marketing startups. Its modern approach to reach audiences makes it more desirable than traditional advertising approaches.

Header image courtesy of Unsplash

SHARE THIS STORY

Share on facebook
Share on twitter
Share on linkedin
Share on email
Taniya Chamoli
I'm on a journey of learning and unlearning while hoping to travel the world, listen and write thousands of stories and adore millions of animals.

RELATED POSTS

Mental Health Tips for When You Get Back in the Office

Mental Health Tips for When You Get Back in the Office

The COVID-19 pandemic has brought a lot of challenges for employees working from home. As we are fast approaching the post-pandemic world, we have to start getting accustomed to heading back to the office again. No doubt, it is going to be difficult adjusting to the long-forgotten habit of getting ready early in the morning, putting on your finest work clothes, working till 7pm in your suffocating cubicle and dealing with horrible bosses and gossipy colleagues face to face.

Top Three Online Job Portals in China for English-Speakers

Top Three Online Job Portals in China for English-Speakers

China is a fast-growing economy and currently boasts the second-largest economy in the world behind the United States. Many people from around the world have tried searching for jobs and achieving career success in the country. The majority of English-speaking people in China find work in multinational companies that are mostly located in metropolitan Shanghai and Beijing.

How Does a Startup Become a Unicorn

How Does a Startup Become a Unicorn

In the startup world, a unicorn refers to any startup with a valuation of over US$1 billion. Companies like Airbnb and Netflix fall under the unicorn category. As of 2021, there are 650 unicorns in the world with a cumulative valuation of US$2,173 billion.

Meet the Young Woman Who Saved Kenya’s Plastic Waste Problem

Meet the Young Woman Who Saved Kenya’s Plastic Waste Problem

Kenya has a huge plastic waste problem. A 2015 report found that the Kenyan capital Nairobi produced around 400 tons of plastic waste every day. Yet, less than half of that had been recycled. Despite outlawing single-use plastics in 2017, the country is still drowning in them. The Dandora landfill, located in the heart of the Nairobi slums, currently receives more than 2000 metric tons of waste daily.

How Can Your Company Become More Energy-Efficient

How Can Your Company Become More Energy-Efficient?

Countries and companies are consuming too much energy today. The abrupt power cuts in China are a testimony to that. The country was forced to cut power across factories and towns to meet their energy goals. Energy efficiency—using less energy to do more—does not have to be this challenging and cumbersome, not for large corporations or startups.

Cyberport Venture Capital Forum

How Will Humans and Technology Interact in the Next Decades?

While the world has witnessed a rapid digitalization of our everyday life in the course of the pandemic, attention has been brought to the debate that has long been around–how should humans and technology interact? And how do we prepare for new developments? In response to this, Dr. David Siegel, Co-Chairman and Co-Founder of financial sciences company Two Sigma.