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Week 1: Best Practices in Programmatic

by Vanessa Yu on 18th October 2018

Programmatic advertising offers brand marketers the opportunity to quickly and efficiently find new audiences and convert them into new customers. But despite its effectiveness, some marketers still shy away from programmatic, unsure of the best way to approach it.

In a four part series, we will outline eight programmatic best practices to help brand marketers understand how to get started with programmatic advertising. 


 

1. Understand your audience

The key to any successful marketing campaign is to understand your audience and programmatic is no different. Specifically you want to understand your audiences’ behaviours, the type of content they are consuming, what time of day they are consuming it, even down to the device they are using to consume that content. Believe it or not, the devices your audience use will tell you a great deal about them.

Once you have a clear view of your audience, you can use this information to inform decisions about the best ad formats, creative and messaging to use, in order to ensure your message cuts through the noise and resonates with your target audience.

2. Decide your strategy

It’s important to consider whether you want to use programmatic advertising to run a brand campaign or a direct response campaign. The decision will impact campaign KPIs, ad formats, creative and the messaging you use.

Brand campaigns create brand awareness and brand affinity and uses different engaging, rich media formats to showcase the brand’s product. Using travel as an example, they might video to display destinations, hotels and other travel experiences.

Direct response campaigns are used to find brand new customers and convert them from prospective customers into current customers, also known as prospecting. This type of strategy uses online display banners with a clear message and call to action designed drive the prospect to the desired outcome. Again using travel, this would be booking a flight, a hotel or an excursion or even downloading a holiday brochure.

Retargeting can also be used as part of a direct response campaign to re-engage potential customers who have shown intent or interest towards your brand.

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