Even the best ads in the digital sphere won’t result in success if they don’t target and reach the right audience at the right time.
There is an increasing requirement for brands and companies to shape their advertising efforts into a more personal and localised experience. Even the best ads in the digital sphere won’t result in success if they don’t target and reach the right audience at the right time.
From the big five all the way down to the local SMEs, businesses of all sizes and budgets are constantly readjusting their ad spends to maximise their efforts to identify, target and reach customers where they live, work and play. This new focus on Location Based Advertising (LBA) and all of its associated components will continue to increase because it boosts ad performance along with providing improved insights.
A key component to be created as an essential stream of LBA is Programmatic Advertising.
Seen as an important digital advancement, not just a current buzzword, programmatic has been helping companies and brands target and serve the right ads at the right time.
What exactly is programmatic?
Programmatic began as a means for using up remnant inventory, to boost the performance of leftover ads. It’s evolved into something much more sophisticated.
Officially defined as “the use of automation in buying and selling of media”, at its core, programmatic allows advertisers the ability to target a specific audience; age, gender, geo or social status.
A company or brand will use a demand side platform (DSP) to determine which impressions they want to purchase and just how much to pay for them. Conversely, the publishers will employ a supply side platform (SSP) to sell the ad space to companies and brands. Then, in real-time, these two platforms are connected.
A unique element of programmatic its guaranteed impressions. Once decided on the sites to show the ads on, both the buyer and the seller agree on a price prior to going. If the ad requires amplification or a change of audience segmentation, impressions can be bid on in real-time. Additionally, the buyer has control the specific time if day that the ads run and how often.
As the ad inventory is purchased, placed and optimised by automated and dynamic software, there is no reliance on human intervention.
By localising their programmatic efforts, companies and brands are able to both customise both their targeting and their messaging to better align to the local needs of the markets that they are connecting with. Localisation is most beneficial when considering that purchase habits and preferences can vary in each state and city.
Localising will drive a higher ROI as a result of increasing campaign relevance and effectiveness for local, targeted audience. Localising requires purpose-built technology. This is where Signifi can help.
Using their own bespoke dynamic retargeting platform, Dynamic Creative Platform, Signifi will customise and optimise your dynamic creative, localising it, ensuring that it’s on-brand and accommodating any type of requirement. Using your data, your dynamic retargeting ads will update automatically to match your product range, ensuring that all of your campaigns stay fresh, current and relevant.
ALL IN REAL TIME
Programmatic advertising has gone against the historical and traditional ad buying. By only paying for highly effective ads, delivered to the right people at the right time, programmatic and localised programmatic, delivers a new level of insights and transparency that has not been seen before and all in real time.