Programmatic Advertising 101

23 May 2017 | Articles

Programmatic advertising is a powerful, full-funnel digital marketing channel. As a marketer, you’re interested in meeting your marketing objectives and understanding how new marketing channels can help you get there. Programmatic advertising is a straightforward and measurable channel that can help you drive new sales and increase your brand awareness.

HOW DOES IT WORK?

Programmatic advertising at its most basic is the automated buying and selling of online display media through the use of technology. Using first and third party data, you can reach the right audience in real-time, in the right context, with the right message – at the right price for you. Powerful machine learning and algorithms work with you to achieve your specific campaign goals.

UNLOCKING THE POWER OF ONLINE ADVERTISING

With programmatic, traditional display advertising has evolved into an even more powerful and measurable channel. As a marketer, you have a range of digital marketing channels at your disposal to help you attract new customers. Online advertising is a powerful tool that can help you achieve your marketing objectives at every stage of the marketing funnel, from generating brand awareness to targeting potential customers and retargeting.

attributes of a DSP

WHERE DOES ONLINE ADVERTISING FIT IN YOUR MARKETING MIX?

HOLISTIC

Your different marketing channels need to work together in harmony. Online advertising supports your other marketing efforts, reinforcing your messaging to your target audiences. It also gives you a wealth of customer data to help you make smarter decisions.

BRAND AWARENESS

Online advertising can be used to run brand awareness campaigns to the widest possible online audience, whilst giving you accurate information on the reach of your campaigns.

PROSPECTING

Online advertising excels at driving interest in your offering. Create highly targeted and personal campaigns, for example through contextual targeting that places your creative in the heart of relevant content.

RETARGETING

Reengage with those who have already visited your website but haven’t yet converted. Show your potential customers highly relevant ads, at the right time.

Want to know more about the Admedo approach to programmatic? Get in touch with us at [email protected] or call us on 020 3603 8610

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Adela has worked in digital marketing across the retail, travel and B2B sectors. She lived in Spain for a year before trading in the mediterranean to work for a multi-website online retailer based in the UK which is where her marketing career began. Adela is the Marketing Manager at Admedo where she manages all elements of marketing strategy from branding, aquisition, content, PR and events.

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