On a global level, programmatic adspend has grown from $5 billion in 2012, to a whopping $39 billion in 2017! This is faster than all other digital channels, including social media and online video.
Today’s digital marketing has brought about enormous changes in the way we look at the personalization of ads. They are no longer generic—one-size-fits-all—messages; they’re catered to specific audiences that, through their online behavior and other factors, have indicated that they are shopping for a particular item or service. This is made possible by the continual advancements in programmatic digital technology.
By studying demographics, geographics, psychographics, and online behaviors, we can now place targets on the foreheads of huge audiences by way of digital programmatic.
If you want your ads to be effective (and of course you do), there is one imperative ingredient that must be included in the marketing recipe, and that’s the attention of the targeted consumer! Without grabbing their attention, those who see the ad won’t have a chance of remembering anything about it. So, what’s the best way to reach out and make these potential customers take notice? Here are a few tried and proven techniques used by savvy marketers:
Tailor the creative to the audience: One of the best reasons to customize your ads to the audiences that will see them is simply … because you can! With today’s technology, you can make your message pertinent to a specific crowd, or individual, without wasting adspend on the “spray & pray” method of marketing. That’s thanks to programmatic techniques that put marketers in touch with the crowd to whom they are reaching out. By customizing your ad to meet the interests of your potential customers, you have a huge advantage. It’s like a music store placing an ad for a big sale on trumpets. You could place the ad in the local newspaper, but who do you think might see it? Most people would pass it by without any consideration. However, if you market to musical audiences such as music students, music teachers, band equipment outlets, etc., you’re going to get the word to those who would most like to see what you have to offer.
Retain the attention of consumers: Once you have gained the attention of your potential customers, you must keep it. That can be challenging with the fierce competition that’s out there, also vying for the same crowd’s business. A good way to make this happen is to give your creatives access to the collected real-time data so that you can optimize performance on the fly, not after the plane lands! Your customers want to see fresh new ideas, so appease them by presenting fresh new content. It’s important to continually incorporate attribution so that you know what is working effectively and what isn’t.
Measure the reactions of your audience: Capturing the attention of a crowd with a particular platform may not have to happen all at once. You needn’t lay out the entire platform ahead of time. You can give them an enticing trail of breadcrumbs to follow. Leave yourself an escape plan if you must change things up a bit to keep the numbers strong. In fact, sometimes it pays to feed the audience a little bit to see how they react, measuring and adjusting your ads as needed, in order to keep them relevant. As the saying goes, “It’s like eating an elephant; it can only be accomplished one bite at a time.
Be useful and relevant: More and more every day, consumers are getting less and less patient. They can shift their attention faster than a head can spin! In other words, as the marketing bar continually rises, brand marketers must meet the challenge to make sure that they are the ones doing the bar-raising. This is accomplished by assuring that your ads are useful and/or relevant, and that your message is going to those who are looking for what you have to offer.
Test and modify: Once an ad is placed, it isn’t set in stone. It should be continually tested and changed to determine just what font, color, content, concept or style most entices the targeted crowd. Without measurement, you can never know the effectiveness of your advertising platform.
There are all kinds of marketing platforms, and many will argue that theirs is the best. However, the proof is in the pudding, numbers don’t lie, and facts are facts. Programmatic digital has proven itself in validity and effectiveness—the creating and implementing is up to you!