Programmatic is here to stay. Interpublic Group of Cos.’ buying arm Magna Global projects that programmatic spending will reach $9.8 billion in the U.S. this year, or about 20% of the overall digital-ad market. With this growth more brands are moving advertising dollars to programmatic technologies because of the efficiency and accessibility.
But programmatic buying isn’t as complicated as the jargon makes it sounds. Just like any other marketing campaign there are many steps to reaching your brand’s campaign goals. Best practices for campaign success evolve alongside the programmatic market, so it’s important to always fine-tune your campaigns.
Determine Your Goals
The goal and metrics for your advertising campaigns will affect all aspects of the ad from the creative, to the targeting and overall spend. The two most common goals of a programmatic advertising campaigns are direct response or brand awareness. Each one of these goals will dictate the metrics that you are using to determine the success of your programmatic advertising campaigns. Define your goals ahead of time so you can position your ads at the right place at the right time and reach your target audience.
Utilize Your Data
Another huge advantage to programmatic advertising is having access to 3rd party data. Target your campaigns based on available data and measure results. You’ll be able to not only observe the viewability of your campaign but also the accuracy of your targeting. Optimizing after measuring your results will bring you stronger campaign ROI.
Looking learn more about programmatic? Join us on Tuesday, April 28, 2015 at 1:00pm MT as we talk more about getting started with programmatic in our Exploring Programmatic 101 Webinar. Sign up using the form below.