B2B programmatic advertising is one of the most widely recognized and used marketing channels. In fact, it is so well used that it has an expected growth predicted of $20 billion dollars. 69% of all digital media advertisements spent will be through the use of programmatic advertising. B2B programmatic advertising is great due to the fact that it can be personalized and targeted toward certain audiences. Utilizing a sophisticated b2b programmatic can help your business grow from strength to strength.
In short, programmatic advertising is the use of automation in the real-time buying and selling of digital advertisements. It will allow your business to palace adverts on web pages that your target audience is using. These ads will be based on what the person has been looking at, leading to more clicked ads and sales. There are advertisers and publishers in programmatic advertising. Advertisers use the demand side platform (DSP) to buy digital spaces for the ads. The publishers then use a supply side platform (SSP) to manage the advertisement, sell it, and collect the money it has generated. There is a lot of backwards and forwards when it comes to ad management. All the ad exchanges and transactions are done in real-time so there is no waiting around.
When it comes to your advertising campaigns it is essential that you know and understand the many benefits of programmatic advertising. Take a look below for some of the benefits.
Time-Saving
Programmatic advertising is both cost and time-saving as the ads you see online are relevant to the target audience using the site. As the ads are relevant to the user, they are more likely to click on them to generate the company some money. Be aware that highly targeted ads are expensive. However, as it will generate more qualified leads, the cost of acquisition will be reduced. It also saves money and time by cutting out any middlemen that traditional advertisement needed. It eliminates the need for manual negotiations, campaigns, and talks with publishers.
One Platform
Your company will only need one platform to manage your digital advertisements. There is no longer any need to go through the various platforms such as Facebook or Google to manage these ads. This means that your time can be spent elsewhere improving your company.
Contextual Advertisements
One of the greatest benefits to come out of programmatic advertising is the ability to place targeted contextual advertisements. This means that if someone is searching online for dogs, the adverts on the page will show dog food. All contextual ads are relevant to what the user has been searching for.
Real-time Optimization
If you have any ads that are not doing well, you will know about them instantaneously. This is due to the real-time data that is delivered through the platform. Back in the day advertisers would have to analyze the campaigns manually and optimize ads. This was not very time efficient and didn’t give real-time results. The great thing about this is that you can chop and change your ads as and when needed.
Mplan is a programmatic advertising agency offering expert digital marketing solutions to businesses. With a research-backed & data-driven approach for your app advertising, we help you with end-to-end media planning & advertising services including the definition of your target audience, media strategy, execution, analytics & optimisation for long-term growth. Get digital marketing strategy for the next media campaign with us.
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