Programmatic marketing is as some will say the next best way to advertise. In digital marketing, new techniques are being developed to effectively and efficiently target a broader audience through online and the web. The amount of smartphone and tablet users are growing by the day which means companies and organizations need a more cost-effective and faster way to advertise to them. Any types of events can trigger programmatic marketing. Accordingly, it can also be deployed through the use of a set of rules applied by algorithms and software. Human skills are not needed to deploy the marketing aspect of this innovative technique, however human skills are still necessary for software and algorithm development as well as programmatic campaigns since the rules necessary to start the automated process require pre-planning beforehand and proven by marketers. This means that although human labor will be to some extent lessened, it still requires some human involvement to get started.
The most common forms of programmatic marketing on digital channels are: programmatic site retargeting, (A more progressive version of Site Retargeting permitting brands to display presentation ads to their most valued site visitors to perhaps convince them to change their minds) shopping cart abandonment email campaigns, product recommendation, and dynamic creative optimization (makes it possible for marketers to post an appropriate message visible the targeted consumer). Additionally Digiday was the first to use the term "programmatic marketing". In an article by Olenski, one of his interviewees explains what programmatic marketing/advertising is. "Programmatic Advertising is the automation of the buying and selling of desktop display, video, FBX, and mobile ads using real-time-bidding. Programmatic describes how online campaigns are booked, flighted, analyzed, and optimized via demand-side software (DSP) interfaces and algorithms." (Olenski)
Olenski's interview details how programmatic marketing/advertising can help a real world business. He continues with stating the massive main stream of publishers and enterprise marketers have commenced engagement in some type of programmatic marketing because it has become a relatively easy and effective way to market to the public. People want convenience. They want something that they can do at home and not have to go through too much effort. Why not place advertisements in these key areas like within e-commerce sites like EBay and Amazon. "Among advertiser panelists, for example, 85 percent said they're actively buying some media through automated "real-time" auctions (while 72 percent of publishers said they support the same process)." (Olenski) The predictions for programmatic's sustained development are solid. Over 90 percent of advertisers and over 80 percent of publishers have time and time again states they will follow such methodologies to managing media within in the near future.
Olenski's interviewee additionally states Bob Arnold, an Associate Director of Digital Strategy at Kellogg, shared his experience with media buying and programmatic. Arnold states he saw amazing results through programmatic buying because of the ease of use and fast implementation. Moreover he states, dependent on the brand, companies saw an increase of six hundred percent. The success means advertising plans on making "now moments" the vehicle for marketing and advertising. Things like hashtags used in Facebook and Twitter promote things quickly and easily. "We launched our innovative hashtag targeting technology back in Q4 of last year with great success. We found that people are already engaging in online brand conversations on social channels like Twitter, but to date, no one had found a way to monetize this form of social interaction" (Olenski)
Using monetization with google ads on YouTube as well leads to higher rates of promotion and advertising and leads to efficiency in cost regulation as advertisers pay based on clicks not just streaming. "We are the first-to-market for this targeting technology to allow brands to purchase hashtags like keywords are purchased in search advertising, and then serve ads to the people who are explicitly using these terms." (Olenski) Programmatic buying just like programmatic marketing utilizes technology to systematize the consumption of media making it highly efficient and effective. Programmatic marketing just like programmatic buying can reach those heavy online users who need constant streaming advertisements to buy something or see something of interest.
An article by De Lombarede suggests programmatic marketing will continue to expand and reach other countries much like e-commerce did and has today. "Programmatic marketing will continue to gain momentum this year and is on track to become the main engine in digital trading...ad spend has grown 15.2% in the UK in 2013 on a like-for-like basis and the industry is measured at Pound6.3bn." (De Lombaerde) In today's...
Along with the need for automation is the need for security. Programmatic marketing cannot succeed if incidences of fraud plague consumers and companies. IAB and other third party services have developed RTB platforms, to defend against fraud by presenting clear red flags in any suspected areas. Along with use of RTB platforms, other actions such as regular reports and site lists in order to further improve optimization. De Lombarde continues with programmatic partner criteria. "An established and quality-focused programmatic partner should be a constant and reliable resource for you. Once you've found a good match for your brand, you can start to reap the benefits that come with proactive programmatic media campaigns." (De Lombarde) Programmatic partners are an important facet of programmatic marketing. It allows for effective management of marketing as well as makes room for regulation and transparency. Business deals and partnerships thrive on trust and efficacy. If a programmatic partner provides that, programmatic marketing will continue to subsist and advance.
Another article explaining programmatic ad buying explains the automation process. ""Programmatic" ad buying typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It's using machines to buy ads, basically." (Marshall) Time is money and many business do not want to waste time spending money in meetings and business calls to meet their aims. They want to do things as quickly as possible without sacrificing quality. Programmatic ad buying, an important part of programmatic marketing, allows for digital ads to get sold and bought without the need of sales people or human ad buyers. Without programmatic ad buyers, programmatic advertising technology would not be as effective. Efficiency is what makes programmatic advertising technology such a huge selling point. Efficiency promotes cheaper prices and less use of valuable resources.
Programmatic process are efficient because machines never tire. Human need sleep, they need breaks, they need food and water. Machines don't need any of that brining the costs of spending down. Instead that money can go into other areas to improve the overall business. This does not mean however that machines are fully replacing humans. It just means it provides a cost-effective alternative to traditional methods. Furthermore, technology needs humans to perform the task of inputting the code and developing the software and hardware to create these automated machines.
Technology, especially in the case of programmatic marketing is mainly used to remove the use of humans for menial, repetitive tasks. Some of the menial tasks associated with traditional marketing include: directing insertion guidelines to publishers and handling ad tags, nonetheless they're still mandatory to augment campaigns and to design approaches. "Programmatic technology will probably mean there are fewer ad buyers in the world, but it could also allow both marketers and sellers to spend more of their time planning sophisticated, customized campaigns instead of getting bogged down in bureaucracy." (Marshall) What Marshall means is, the jobs for buyers and advertisers will decrease, however other jobs to maintain and build these systems will increase. People will then be used for complex, original tasks instead of simple, repetitive ones.
In an article by Cameron, the writer discusses why programmatic advertising has become so popular. The reason being is advertisers see the heavy and increasing use of smartphones and tablets and the need for ongoing convenience. People are no longer looking at televisions and computers as their main source of entertainment. Advertisers see mobility and convenience as the new environment for advertisers. "Hunt claimed advertisers were becoming more familiar with mobile and tablet video advertising formats and increasing their budget allocations as a result. He also said advertising agency desks were upping their focus on executing programmatic mobile and tablet video ad campaigns."(Cameron)
Cameron uses an example from a book suggesting video RTB usage will expand throughout the country due to mobile network demand. "The State of Online Video Programmatic and Real-Time Bidding in Australia and Southeast Asia also called for supply-side platforms (SSPs) and demand-side platforms (DSPs) to work more closely together to ensure video RTB usage continues to grow across the region." (Cameron) Additionally it is without a doubt a key marker in how effective programmatic marketing it as it needs RTB platforms for fraud prevention. Looking at programming marketing as a process that assists companies in building an audience is another way to understand the true capabilities of such a technology.
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