Programmatic may be a complex landscape to navigate, but the reality is that it’s a necessary component of digital advertising. Big agencies are committing to programmatic—according to Forbes, almost half of agencies expect to use programmatic for 60% of the budgets by 2015. The question is, how does it fit into your agency, and how to you seamlessly adopt programmatic? Read below for 5 tips for adopting programmatic at your agency!
1. The Learning Phase
This is especially important because it dictates how you come to understand what programmatic is and how it can fit into your agency. Learning the programmatic process involves explaining programmatic-related terms in detail, such as the process of media buying through real-time bidding. By breaking down programmatic into simpler terms and observing how other agencies use programmatic in their digital marketing pursuits through case studies, you will be able to get a sense of the industry and how your agency can use it.
2. The Trial Run: incorporating programmatic
Once you have a sense of what programmatic means, it’s time to slowly incorporate it into some of the brands you work with within your agency. Once you find a client to agree to run a campaign using programmatic technology, you can see hands on how well it serves your client. In this phase, make sure to take advantage of the different targeting options that the programmatic industry provides, such as retargeting, which can substantially increase conversions and increase click through rates.
3. Keep an eye out
The great part of the programmatic industry (and working with a platform like Choozle!) is that you have access to all of your campaign’s metrics at a click of a button. Thus, by monitoring how well your campaign is running, you can get a sense of what changes you need to make to reach the right audience. Changing different parts of your campaign is easily done—for example, if you want to increase your budget, you can simply edit your campaign and change it. If you want to try targeting a different audience, you can change the segments you’re using to target people. Choozle also allows you to provide your clients with audience insights so that you can see who your audience is, including their demographic information and purchase behaviors.
4. Creative Counts
Just because you’re adopting programmatic doesn’t mean your creative is any less important. Creative is still an integral part of relaying your client’s message to their audience; as such, it should still be a priority. With programmatic, there are different ad sizes you can create for your creative—be sure to have at least the most popular sizes available so that your ad can be served in the maximum amount of places possible. The benefit of programmatic is that you can also test your different creative options. You can do so by creating two different campaigns with your different creative and then seeing which one performs better. Then, based on your answer and can discontinue the creative campaign that isn’t performing as well.
Another benefit of the Choozle platform and programmatic is that it is incredibly scalable. Once you see the benefits that programmatic provides to your clients, you can add other clients easily into the Choozle platform easily!
Programmatic adoption doesn’t have to be complicated. As long as you take the time to truly understand how the process works, your campaign can be up and running in no time!