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Ad Tech Era: Man Vs Machine

Advertising the product or service on TV and mainline newspapers/magazines is not a feasible option due to a slew of concerns especially to small businesses

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In the simplest language, Programmatic is smart advertising based on automated artificial intelligence and algorithms, it’s an evident need of every smart business in the Digital Era. When competition is unexpectedly high and cash is critically limited, resource optimisation is the only key to success and survival for small businesses. Advertising the product or service on TV and mainline newspapers/magazines is not a feasible option due to a slew of concerns especially to small businesses. In the palpably transformative digital scenario, businesses require concrete marketing solutions, not the condimentary in nature. Of course, Programmatic is the right-fit to the changing marketing demands of the smart brands in the smart age.

Let’s Unveil the Truth
How programmatic advertising is a better branding option for businesses than traditional advertising is still a mystery for some marketers who are unaware of disruptions in the dynamics of marketing and advertising. To make them realise the true advantages of Programmatic, below are some of its vital aspects which are easy to understand and analyse that why and how Programmatic Advertising is a better option for businesses than traditional methods of advertising.

Programmatic Helps to Meet Advertising Objectives 
According to Dee Frew (IAB UK – Senior Manager), “It was a way of increasing the efficiency on leftovers, but as it has evolved it’s become more sophisticated.” Showing the right ad to the right audience and at the right time is the agenda of every successful ad campaign that marketers usually follow. But, those who are familiar with Digital Advertising understand better that it is the Programmatic Advertising that easily achieves all the three objectives. In Programmatic buying impressions is possible through bidding as well as direct buying. With the help of ad exchange platforms, the advertisers can find out all the essential information regarding the available ad space on various web pages. After acquiring this useful information, it’s easy for a marketer to broadcast the ad on high CTR websites in the real time. Hence, faster turnarounds, real-time optimization, consolidated dashboard, and many other edgy features make Programmatic more dynamic, more calculated, more optimised, and more effective than the popular traditional media platforms.

Programmatic Offers Best Tools of Advertising
Not only right strategies, right tools are also imperatively helpful in getting the maximum conversions from an ad. Both planning and execution of digital ad campaigns is no more a difficult task because Programmatic Advertising is empowered with a bevy of customised tools such as marketing software, Geofencing, Contextual, Augmented Intelligence, and Big Data. From market segmentation to channel selection, and real-time bidding to personification, Programmatic is advanced and futuristic in all stages of digital advertising. Moreover, it ensures better control mechanism and clear indices to check the actual performance of a campaign and to gauge the outcomes accurately.

Programmatic is Unbelievably Cost-effective
Programmatic ad campaign offers some exclusive features like Keyword and search retargeting and site retargeting that connect the marketer with the target audience without incurring a huge cost. In contrast, due to standardised tools, advertising on traditional media just helps to increase outreach without enhancing the audience engagement and pushing them for immediate purchase. There are least chances of interacting with the wrong audience that’s often too problematic in conventional ways of advertising. But, the most striking feature of Programmatic is high ROI as it costs just 1-5 percent of advertisement cost on TV or Newspapers/Magazines. Not only cheaper but transparent too; CPM (Cost per thousand) is the criterion of billing in Programmatic advertising, which is determined at the beginning of the campaign. Moreover, due to the active involvement of predictive analysis, automated data synthesis, and robotic executions, Programmatic Advertising takes very less turnaround time which further saves the resources of a business.

Programmatic Means – Maximum Returns
No traditional form of advertising ensures guaranteed impressions, but Programmatic is the authentic source of guaranteed impressions based on pre-agreed deal between the buyer and seller. And, what else an advertiser needs to amplify the content of his/her advertisement in a particular region and with the particular audience. When Native Advertising is backed by Programmatic it guarantees maximum reach, maximum engagement and maximum sell for a business in the targeted time period.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.


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technology machine learning advertising

Nitin Gupta

The author is Founder & CEO Xapads Media

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