How Programmatic Advertising Uses AI to Make Smarter Campaigns
Programmatic
Advertising is a term that has been around for a while now, but that is used
more often among large businesses than it is by internet marketers. This is a
mistake however, seeing as programmatic advertising has the power to be hugely beneficial for any marketing
campaign; by leveraging the significant power of AI in order to run smarter
advertising campaigns.
What is Programmatic
Advertising?
Programmatic
advertising is a form of advertising that uses an algorithm in order to place
ads on a selection of multiple different platforms.
Companies
can spend a huge amount of time working with different publishers and different
advertising platforms, to try and get their ads seen by as many people as
possible. This is not only a time-consuming process, but it can also lead to
wasted cash. That’s because you might find that you end up paying for an ad
that nobody clicks, and that therefore doesn’t earn you any money!
Programmatic
attempts to change all this by handling everything for you. You can create just
one ad and then rely on the tool to ensure that ends up on all the best sites.
More
importantly though, programmatic advertising is highly optimized. This is
because it will use machine learning algorithms to identify key details about
your campaign and to match those with the publishers and platforms.
In other
words, programmatic advertising platforms can work out the age, gender, and
interests of your average customer and then use that information to place your
ads in places where that kind of person will see them. This means your ads will
be highly targeted, in turn meaning that the people who see them are more
likely to click on them and to buy from you.
What’s
more, is that a programmatic advertising tool will be able to adapt and evolve
over time. If an ad is underperforming, then it might get pulled from that spot
for example.
By
combining automation and machine learning, programmatic buying empowers
marketers to spend less time communicating with publishers, and to optimize
their campaigns.
How to Succeed With
Programmatic
While
programmatic advertising will handle a lot of the process for you, there are
some tips that you should keep in mind if you want to make the most of this
powerful tool.
For one, it
is important that you design an advert that is engaging, attention grabbing,
and well suited to your audience. At the same time, seeing as your ads can
appear in a multitude of different locations, it’s important that you design
them to be versatile. Your ads should look good whether they appear as banner
ads on a personal blog, or whether they are plastered all over a huge website.
Finally,
don’t be afraid to spend some money to begin with. As with any data-driven
strategy, programmatic is all about collecting as much information as possible.
The more mistakes you make, the more honed and efficient your campaign will
become.
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