What Is Programmatic Advertising and Marketing

What is programmatic advertising and marketing?

Programmatic advertising and marketing is popular right now. As it gains popularity, it’s getting the attention of marketers looking for new ways to increase effective and cost-efficient growth. It’s also piquing curiosity of business owners and executives because of the potential cost-savings in their advertising budgets. 

Basically, programmatic advertising is the automated buying and selling of online advertising. It uses auction-based software instead of manual negotiations. This automation makes transactions efficient and more effective, streamlining the process and consolidating your digital advertising efforts in one technology platform. 

Why is programmatic advertising and marketing important for your company?

Programmatic advertising and marketing gives an advertiser the ability to pay for impressions based on the value of the eyeballs viewing their programmatic ad. It can all but eliminate the flat CPM across all impressions on a website.

Through the software, you get to send a bid for the ad view based on the value you’ve assigned to a variety of variables. These can include time of day, device, website, user cookie details, and more. This increases both the targeting and efficiency of advertising.

BOOM…. There’s the nugget. You save money and reach a targeted audience!

So … How can you use programmatic advertising and marketing for your company?

Programmatic Advertising and Marketing: Use the Pixel

Use your pixel! Be a ninja about it! Whether you’re running an awareness, consideration, or direct response marketing campaign, you should set up conversion tracking. Retarget from valuable areas of your website. Create lookalikes to use in your prospecting campaigns.

Programmatic Advertising and Marketing: Channel Performance

Test, test, TEST! Look at how different channels perform. It’s not easy to move budget away from a channel that works and test a new channel you haven’t used before. But one of the benefits of programmatic advertising is there a lot of partners that have inventory for multiple channels. 

As an example, maybe you’re running Facebook ads. They work pretty well. Consider testing a run with display ads on websites, connected TV, or programmatic video.Test channels directly against each other, measure results and double down on the winner!

Programmatic Advertising and Marketing: Content Alignment

Align your advertising channel with your content, target audience, and campaign goals. It’s vital to align your channel to every piece of your campaign. Channel performance can vary widely based on many factors.

Like… Some content pieces may work well with display, while others may perform better with native. And not all channels are created equal for all campaign goals.

Now that you know what programmatic advertising and programmatic marketing is and why programmatic advertising and marketing is important, make sure you are implementing it for your company’s success.

Make sure you're being happy and helpful, human along the way and let us know how you are using Programmatic Advertising and Marketing at your company.

About the Expert

George B. Thomas

George B. Thomas is an Inbound Marketing Marketer, Video Jedi and HubSpot Certified Trainer with more than 25 years of sales and marketing experience. He leads the Impulse Creative crew in HubSpot certifications with 19 including Inbound, Email, Contextual, and Content Marketing.

George utilizes his love of teaching and learning to help companies find their way to growth via workshops, speaking engagements, business audits, and of course, Sprocket Talk.