Like many sectors of society, the way we do advertising has changed in recent years. Today, it is possible to achieve visibility, through the internet, in several ways, even reaching places where your audience is most. Here comes the importance of programmatic media.
Such growth is due to the increase in knowledge on the part of professionals in the area, in addition to companies. The truth is that programmatic media platforms have brought a lot of ease to the day to day marketing and, therefore, it only tends to gain more and more adhesion.
But why has this type of advertising purchase become so important? In this article, we will understand what is programmatic media, what are the benefits of using it and some tips for you to carry out a successful campaign.
WHAT IS PROGRAMMATIC MEDIA
Programmatic media is a procedure to purchase advertising space on the internet. Instead of coming into direct contact with blogs and sites, the company can buy media software that integrates them all, as well as the Google AdWords and the Facebook Ads .
One of the biggest advantages of programmatic media is the possibility of buying in real time, being able to run ads on several sites without having to make several negotiations. Understand quickly with this video by digital marketing expert Fábio Ricotta
Before, the purchase of media was more limited, since it was necessary to compete for space on websites, in the same way that negotiations are made for newspapers and magazines. The process underwent a renovation in order to adapt the need for speed and scalability, in the same way as the purchase of shares started to be made by home brokers, for example.
In addition, with digital media ad metrics, you can easily choose the spaces that will directly reach your audience. This increases the financial return of the shares, providing more guarantee of profit. If an ad is performing well, it is also possible to pay for it to run longer without needing another negotiation.
Intelligence in the way ads are chosen has also become more efficient. If a part shows no results, it is possible to change it without major complications. In fact, there is the possibility to change the entire strategy if necessary, such as target audience clipping, for example.
In addition, the form of billing has changed – the amount is measured by both the number of impressions and the display of the ad. To control all of this, professionals use DSP (or Demand Side Platform). Understand this and a few more important terms for programmatic media:
- RTB (Real-Time Bidding): media buying model that works by auction among advertisers, defined by a technology for calculating offers.
- AD Exchange: auction inventory networks where buyers and sellers trade advertising space, usually via RTB and through various AD Networks.
- AD Network: networks that connect sites and advertisers and connect to Ad Exchanges to sell the inventory made available by the sites.
- SSP (Sell-Side Platform): platforms that help sites and blogs that sell space to better segment the public in order to get better offers.
- DMP (Data Management Platform): data collection and organization platform for use by advertisers.
BENEFITS OF USING PROGRAMMATIC MEDIA
For those who run programmatic media campaigns, there are some advantages:
SEGMENTATION POWER
With the power of data ( understand what big data is ), it is feasible to segment the audience and find out who is really interested in your product or service. Programmatic media helps to accomplish this, and if your segmentation is wrong or too specific, there is an alternative to changing it in time.
LESS WASTE
Changing campaigns based on performance saves you from spending your resources and has no way of recovering them. So, instead of making a closed purchase, you can review the campaign and change as needed.
GREATER REACH
With the possibility of negotiating space on several sites at once, you increase the visibility power of the campaign.
However, in order to achieve these benefits, it is important to create campaigns designed to reach the right audience at the right time. How to do this? Follow some tips below.
HOW TO RUN A GOOD CAMPAIGN USING PROGRAMMATIC MEDIA
The first step in carrying out a successful campaign is planning. Have clear goals for each ad and combine them with the characteristics of your target audience. Understand here what is persona to deepen this knowledge .
Remember that buying in programmatic media is not just about space, but about the target audience. If your product is made for pregnant women, space on maternity blogs is very valuable to you.
Check out other good practices below:
- When creating campaign pieces, make sure you get the message across. It is necessary that the content is visible, as well as explain the desired action. The ideal is to have more than one version for testing.
- The ad is not the only important part of a campaign. The page to which the banners will direct must be in accordance with the message, in addition to being responsive and with good usability. Here, it is also worth creating more than one to test.
- Look for trained professionals looking to manage your media campaigns. You can also learn more about this in the following courses: Digital Results , Facebook Blueprint and Google Academy For Ads , for example.
EVOLUTION OF TECHNOLOGIES
As you can see, programmatic media is a way of buying ads that accompanies technological advances. Many activities have become more efficient with the internet, and with advertising, it couldn’t be different.
To delve deeper into the subject, never stop learning more. So you stay up to date and can make better choices for your business. Read another of our content to learn more: