What Is Programmatic Marketing?

12 Oct 2018

The marketing landscape is constantly evolving. Not too long ago, advertisers worked with agencies to define the creative strategy, do brainstorming, and set campaign goals. The agency would then make a list of online and offline publishers, discuss the pros and cons of each, and place ads accordingly. 

Over the past few years, this process has dramatically changed. As the data-driven, digital media space expands, so are the number of solutions available. New technologies are connecting buyers and sellers, eliminating many of the tedious manual tasks involved in planning digital media. 

Programmatic marketing, in particular, is catching on like wildfire in the digital ecosystem. This trend relies on automation to do more in less time. Brands can now use audience insights to tailor messages, generate interest in their products, and be responsive to prospects in real time. 

How Does Programmatic Marketing Work? 

More and more marketers are embracing the data-driven approach as a smart, efficient way to buy media. Programmatic advertising will account for the majority of all digital marketing spending over the next few years. 

As this trend evolves into the digital space, audio, and TV, it's more important than ever to understand how it works in order to devise an optimized campaign. 

At the most basic level, programmatic marketing automates the decision-making process of buying ads by targeting specific demographics. Marketers use real-time bidding (RTB) and artificial intelligence (AI) for mobile campaigns, video ads, online display ads, and more. Think of it as a way of buying and selling media using smart machines or automated technology. 

The real practice of programmatic advertising is far more complex - and potentially far more disruptive than we imagine. Considering that about half of marketers spent more than 50 percent of their yearly budget on programmatic in 2016, we can say this is the fastest growing sector of digital marketing. Actually, it's expected to account for half of all digital ad sales by 2019

AOL, Google, Rocket Fuel, and other big players are already cashing in on the programmatic market. American Express intends to shift 100 percent of its online marketing budget to programmatic channels. Target, P&G, Unilever, and L’Oreal are all early adopters of this technology. 

In most cases, the ads are bought and sold in auction-like environments that operate similarly to a stock market. As demand outpaces supply, prices for programmatic ads are only going up. 

By blending traditional marketing and machine-learning, this growing advertising trend can hit the right audience and the right time to generate quality leads – but only if you do it right. There will be challenges along the way, so make sure that you’re ready to overcome the hurdles and find solutions.

What Are the Benefits? 

Programmatic marketing relies on data to allow for the targeted purchasing and selling of ad space. But not all data is created equal. You’re better off doing mass marketing with limited but quality data than targeted advertising using bad data. 

When used right, smart data makes it easier for businesses to reach customers who are ready and willing to buy. Those who specialize in this technology use analytics to find patterns, preferences, and trends. 

They can tell, for instance, not only the location and the average age of a potential client, but also his spending habits, favorite music, and even food preferences. This enables marketers to develop an algorithmic distribution of ads based on interests and behaviors. Thus, the ROI on the advertising campaign will be extremely high. 

As a business owner, you'll get the best value for your money. Plus, you will be able to target customers more efficiently and respond to their needs in real time. This new technology creates value, efficiency, and performance while reducing advertising costs. Additionally, it provides more robust reporting capabilities and exhaustive optimization levers. 

At Bisnode, we specialize in smart data. Our teams can create insights for all your clients and prospects across multiple marketing channels. We combine client data, online Bisnode partner data, and third-party data to convey your message to the targeted audience at the right time. 

So, what are you waiting for? The information you need to deliver successful advertising campaigns is at your fingertips. 

Today, it’s easier than ever to predict your customers’ future needs and increase your reach. Use our data to guide your digital strategy and programmatic ad buying behavior!

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