Programmatic Marketing and Data – How Are They Connected?

19 Oct 2018

Programmatic marketing is changing the face of online advertising. More and more businesses are embracing the data-driven approach as a smart way to buy media. Experts predict that programmatic smart data is the future of marketing. This approach can deliver more effective digital advertising campaigns and reduce costs in the long run. 

Nowadays, companies have an increasing amount of data on their audience, which they are often unable to manage. Only a few understand what data they should use to power their sales and conversion rates. 

That’s where programmatic marketing can help. This new advertising model makes it easier to target customers who are genuinely interested in your offer. 

However, marketing also has a creative side. Connecting the dots between creativity and data is a challenge.

Smart data - The Future of Marketing 

Today's customers can block, fast-forward, or avoid online ads with the click of a button, making it harder for brands to reach their target audience. Each month, about 36 percent of Internet users are blocking ads. As a marketer, the only way to avoid these issues is to ensure your ads are relevant to customers. 

Programmatic marketing uses the latest technology and customer data to tailor your ads to the intended audience. Moreover, the ads are delivered at the right time, in the right context. This allows you to provide relevant content that attracts clients and keeps them engaged. 

Large organizations have started to harness the power of data a long time ago. The Economist, for instance, tapped into subscriber data to identify the most relevant and interesting content. Its goal was to target "intellectual-curious" readers who were not familiar with the publication. 

The company used creative programmatic advertising to determine reading preferences while matching cookie, subscriber, and other data to create more targeted content. In just nine days, it gained 325,000 new prospects. By the end of the campaign, this number reached 3.6 million. In the second stage, it increased to 8 million new contacts. 

In 2016, Audi turned to programmatic advertising to personalize its marketing. The company joined forces with Google to gather customer data and identify prospects whose online behavior showed their intention to purchase a vehicle.  

Audi's marketing team placed a car configurator on the company's website. Customers were able to create and customize their dream car online. 

Afterward, the company collected data about their preferences, and launched personalized ads. This approach led to an average conversion rate four times higher than that obtained through traditional marketing. 

Other brands have integrated programmatic marketing into their video advertising campaigns. O2, for example, used mobile usage data to repurpose and tailor its ads to the target audience. 

The company's marketing team created over 1,000 video ads that were integrated in real-time with the user's mobile device. Their click-through rate was 128 percent higher compared to that of generic videos. 

These are just a few of the many brands that achieved success through programmatic marketing. With the right data, organizations can create relevant, individualized journeys for the ever-changing preferences and purchase behavior of today's customer.

How Data Is Driving Programmatic Advertising 

Smart data and programmatic marketing have been around for years in one form or another. Thanks to the latest technology, these concepts are brought up-to-date to meet customer's needs. Connecting the two is the key to success. 

Let's face it. Many companies have a huge amount of data at their disposal. Just think about credit card providers that know everything about customer's lives and spending habits, or the supermarket brands offering loyalty cards. Traditional catalog companies, for instance, have been gathering data for decades. Yet, only a few use this array of data to the fullest. 

Programmatic marketing enables brands to utilize data in a meaningful way. Surprisingly, this advertising model is still a mystery to most agencies. Just 23 percent of marketers understand programmatic buying and incorporate it into their campaigns. About 26 percent say they understand it as a concept, but don't really know how to apply it. 

The programmatic ecosystem relies heavily on data. Basically, it leverages online and offline data to deliver more efficient ad campaigns based on performance over time. This allows for precision targeting and improved media buying across all channels, including social, mobile, radio, and TV. 

According to Paul Caine - Global CEO at Bloomberg, this innovative tool puts analytics and customers' needs into the same hands. Marketers can now "buy" interactions with the target audience across the Web rather than purchasing inventory from publishers and hoping the right audience shows up - as it happened in the past. 

With programmatic marketing, live data is collected, analyzed, and updated in real time. The learning process is ongoing as performance data becomes available. Plus, algorithmic prospecting is no longer an issue. 

Marketers now have access to billions of data points across a variety of channels, which can be used to bring customers in the right place within the sales funnel. Moreover, they can refine and improve their advertising campaigns using real-time data. 

This advertising model represents the culmination of decades of innovation in data, technology, and addressable media. It's not just a set of tools that support the marketing process. 

When used right, it can improve operational efficiency and deliver a better customer experience. Programmatic marketing also enables brands to efficiently value and transact online media, get better insights into their audience, and develop more relevant marketing messages.

Get Started Today 

Smart data and programmatic advertising go hand in hand. As the market leader for business information, Bisnode has the largest database covering national and global organizations. We are pioneers in smart data and analytics. 

At Bisnode, we have developed a one-of-a-kind programmatic display solution together with our partner Delta Projects. This allows us to reach the right customers at the right time based on their location and behavioral data. 

Our team can help you get a better insight into the customer’s journey and tailor your marketing efforts accordingly. We use the data you already have along with our data and online behavior data to improve the efficiency of your campaign. 

Contact us today to get started with programmatic marketing and gain a competitive edge!

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