Programmatic media 101
As consumers, we may find programmatic media a little creepy. After all, who wants a pair of shoes you’ve been ogling to taunt you on every subsequent website you visit? But as marketers, the benefits and advantages of programmatic media are hard to ignore. Here are a few things you need to know about it:
– It’s an automated method of buying media that uses real-time bidding to target consumers based on recent internet searches.
– Unlike traditional media vehicles, you’re buying the audience, not the placement itself.
– The benefits include increased click-through rates, reduced cost and less reliance on media partners. It can also be used effectively for both B2C and B2B channels.
Should programmatic media replace current media channels? Absolutely not. But like paid search, it can be another highly targeted tool in your marketing arsenal. We recommend starting with a small budget to test, and setting buying parameters against who you know to be a targeted customer. It’s also important to create relevant ads and refresh them often since wear-out can occur after only a couple of weeks.
Want a little more information on how to put programmatic media to work for you? Contact firstname.lastname@example.org