Programmatic Media: learn everything about this concept [2021]
Not long ago, online media buying was done manually and consumed a lot of time. In order for you to be able to advertise on the internet, you had to negotiate directly with each of the websites where your campaign could be displayed. So, in order to bring more practicality to this process, programmatic media emerged.
What is Programmatic Media?
This may seem far from us, but many sectors have adapted their operations based on online systems. The financial market, for example, is one of them. Previously, stock exchange operators bought and sold shares through calls. Today, sales and purchases can be made with just one click.
Therefore, programmatic media is nothing more than a new way of buying online ads, such as Facebook Ads and Google Ads, with more efficiency, automation and process. As a result, the advertising market is becoming more and more updated every day, and transforming companies' communication with their audiences.
In Brazil, this market grows more and more over the years. According to research carried out by IAB Brasil, programmatic media generated around R$1,9 billion in 2016, with 16,5% of this amount spent on digital ads. The tendency is for these numbers to grow even more from now on.
Programmatic Media and Digital Marketing
Through programmatic media, the entire process of buying online ads was made easier. Now, with just one operation, your campaign becomes visible on several websites. Furthermore, it ended up bringing more relevance, as a large part of all strategies are being concentrated on buying audiences, and not channels.
Another very important point is the segmentation that the process offers. With it, it is possible for the message to be targeted and personalized for each of your target audiences. This way, companies can guide their creatives according to the interests and interactions of their consumers, for example.
Thus, the ROI (Return on Investment) ends up being higher, because the media becomes more assertive. You can test campaigns using the A / B tests, to increase the chances of achieving the best results.
Programmatic media is recommended for any type of business, because it brings benefits to all areas of the market. You will increase users’ desire to purchase and spark more interest in your product or service. With all this well planned, more leads and sales also end up appearing.
Programmatic Media in practice
To put programmatic media into practice, you need to let go of certain concepts from traditional ads. So, let's share three steps that are fundamental:
- Understand all programmatic media strategies;
- Plan the entire campaign;
- Choose a trusted partner to manage your campaign.
So, let's talk about each one now. Continue reading and check it out!
1 – Understand all programmatic media strategies
All programmatic media campaigns are always operated through a DSP (Demand Side Platform). When we think about it in practice, DSP is software where you can configure your campaigns and also access the online media inventory, which website owners make available through AdExchanges.
So what happens is similar to an auction, but online. The advertiser who bids the highest for a certain advertising space will win the impression and deliver the media to that specific user. Furthermore, another fundamental tool for planning programmatic campaigns is the DMP (Data Management Platform).
With this, the advertiser can extract various qualitative information about the entire audience of their website. DMPs are able to map their users through partnerships with various internet portals. This way, it is possible to track, using the famous cookies, the entire browsing behavior of all users.
With this immensity of data, companies, through big data analysis, are able to create their clusters. They segment the demographics, interests and intentions of all mapped users.
In short, you can create strategies that allow you to work independently, reaching your target audience with your product or service.
2 – Plan the entire campaign
When planning the campaign, it is necessary to pay attention to the following points:
Goal
First of all, you need to clearly define the objective of the campaign, from the beginning of planning. Furthermore, it must be aligned with all parts of the project.
Is your goal to generate a lot of clicks? Fill out forms to get more useful emails? This needs to be clear so that the person responsible can optimize the process for the correct objective.
Audience
In addition to all the traditional information such as gender, social class and age, your programmatic media planning needs to go further, for the campaign to be more assertive.
So, accessing a DMP can help you a lot, as it provides a lot of relevant data for your website.
Creation
Creation is also very important so that the message reaches its target in the best possible way. Therefore, the language and words used must be designed according to the information about the audience.
Depending on age, for example, you can use more formal or informal vocabulary. Persuasive language is also recommended when using advertisements and the Call To Action button.
Landing Pages
Landing pages have the main objective of capturing leads for companies. Make your assembly very carefully and place it in strategic locations on the site. Banners are also important for attracting the public to the landing page.
Its design makes all the difference when it comes to conversion, so try to make the most of it.
3 – Choose a trustworthy partner to manage campaigns
However, for the entire process to be carried out in the best possible way, you need a trustworthy partner. In this case, there is specialized agencies in digital marketing, which will help you.
Thus, all campaigns planned with the help of the agency become more assertive, and the results become better, in general.
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