Programmatic Media: Discover advanced strategies
Posted: Sun Dec 22, 2024 6:38 am
In a dynamic and interactive era, generic ads rarely have the same effect as personalized campaigns for the consumer. That's why programmatic media is a powerful tool for companies that aim for exceptional results in the digital world.
Going beyond automation, the resource is a differentiator in conversion and engagement, so it is natural that companies seek to use it in a more in-depth and advanced way in business.
In this guide, we will provide you with the tools and knowledge to further master this technology and achieve exponential growth in your company.
Reminder: what is Programmatic Media
In short, automated advertising refers to the dynamic buying and selling of advertising space in real time, using algorithms and data to reach specific audiences .
In other words, instead of generic ads, programmatic media allows you to personalize messages, making advertising more relevant to each user.
The importance of automated advertising in modern business lies in the ability to strategically target advertising campaigns, ensuring a more effective return on investment ( ROI ) .
What are the main variations of programmatic media?
This model has some variations and ways of implementation to meet the specific needs of advertisers. Such as:
Real-Time Bidding (RTB)
This is one of the most used models for this type of media. In RTB, advertisers participate in a real-time auction for each ad impression.
In this case, competitors who offer the highest bid have their ad displayed to the right users, at the ideal time to search for the product or service offered.
Out Of Home (OOH)
This term refers to the application of personalized media in an environment outside the digital medium, whether on advertising boards, installations, vehicle graphics and other variations.
The purpose of using programmatic Out Of Home media is to use the principles of automation, segmentation and measurement for offline media.
Thus, programmatic OOH media allows the use of data for more precise audience segmentation.
Advertisers can leverage demographic, behavioral, and contextual data to target their singapore phone number example messages to specific audiences in strategic locations.
Also Read: 7 OOH Media Trends to Explore This Year
Programmatic Direct
In this model, advertisers purchase ad space directly from publishers , using programmatic platforms to automate the process. This is similar to traditional ad buying, but with automation to facilitate the transaction.
Middle and Bottom of the Funnel Scheduled Media
Representing more advanced stages of conversion potential, Programmed Media for Medium (MoFu) and Bottom of the Funnel (FoFu) uses more elaborate techniques, focusing on interest nurturing and re-marketing campaigns.
For leads that are in the consideration stage, that is, in the middle of the journey, the main strategies are focused on impacting consumers who have already viewed the brand again, an action known as retargeting .
For the lead that is more likely to purchase the desired product or service, programmatic media seeks to display ads to people who are searching for similar offers.
Cross-Device Programmatic
With the rise of multi-device usage, cross-device programmatic allows advertisers to reach users across different platforms, such as computers, smartphones, tablets, and others, in a coordinated and consistent manner.
DSP (Demand-Side Platform)
DSP is a platform that allows advertisers and agencies to buy advertising space in an automated and programmatic way. This purchase is carried out through real-time auctions (RTB - Real-Time Bidding), where advertisers can bid to display their ads to specific audiences on websites and apps.
Advanced strategies for using programmatic media
To make the most of this functionality and create more advanced campaigns, it is crucial to adopt sophisticated strategies. Below, we have separated some practices for you to implement in your company.
Targeting Specific Audiences
Use behavioral and contextual data to accurately target your audience. For leads in advanced stages of research and negotiation, it’s crucial to target specific messages that resonate with their interests and needs.
Advanced targeting increases the relevance of ads, maximizing the chances of conversion. Take advantage of the opportunity to adopt dynamic contextual targeting, considering not only demographic and behavioral characteristics, but also the context in which users are consuming content.
Dynamic Remarketing
Leverage the power of dynamic remarketing to display personalized ads based on users’ previous interactions. This is especially effective for reminding potential customers about relevant products or services, reinforcing your message and encouraging conversion.
Combine Machine Learning and Artificial Intelligence
Implement machine learning algorithms to automatically optimize your campaigns. Artificial intelligence can analyze complex data patterns in real time, adjusting strategies to maximize results. This advanced approach ensures continuous campaign optimization.
Multichannel Integration
For programmatic advertising to be most effective, there needs to be consistency in messaging. With a multichannel approach, you can create a seamless user experience that builds brand recognition and consumer trust.
If you’re looking to take your programmatic media campaigns to the next level, check out the services offered by MATH. With a data-driven approach, MATH Group offers capabilities that align perfectly with the advanced strategies needed to succeed in today’s dynamic digital landscape.
From innovative solutions that enable real-time optimization, ad personalization and predictive analytics , MATH is an ideal partner that prioritizes innovation, efficiency and impactful results in programmatic media.
Going beyond automation, the resource is a differentiator in conversion and engagement, so it is natural that companies seek to use it in a more in-depth and advanced way in business.
In this guide, we will provide you with the tools and knowledge to further master this technology and achieve exponential growth in your company.
Reminder: what is Programmatic Media
In short, automated advertising refers to the dynamic buying and selling of advertising space in real time, using algorithms and data to reach specific audiences .
In other words, instead of generic ads, programmatic media allows you to personalize messages, making advertising more relevant to each user.
The importance of automated advertising in modern business lies in the ability to strategically target advertising campaigns, ensuring a more effective return on investment ( ROI ) .
What are the main variations of programmatic media?
This model has some variations and ways of implementation to meet the specific needs of advertisers. Such as:
Real-Time Bidding (RTB)
This is one of the most used models for this type of media. In RTB, advertisers participate in a real-time auction for each ad impression.
In this case, competitors who offer the highest bid have their ad displayed to the right users, at the ideal time to search for the product or service offered.
Out Of Home (OOH)
This term refers to the application of personalized media in an environment outside the digital medium, whether on advertising boards, installations, vehicle graphics and other variations.
The purpose of using programmatic Out Of Home media is to use the principles of automation, segmentation and measurement for offline media.
Thus, programmatic OOH media allows the use of data for more precise audience segmentation.
Advertisers can leverage demographic, behavioral, and contextual data to target their singapore phone number example messages to specific audiences in strategic locations.
Also Read: 7 OOH Media Trends to Explore This Year
Programmatic Direct
In this model, advertisers purchase ad space directly from publishers , using programmatic platforms to automate the process. This is similar to traditional ad buying, but with automation to facilitate the transaction.
Middle and Bottom of the Funnel Scheduled Media
Representing more advanced stages of conversion potential, Programmed Media for Medium (MoFu) and Bottom of the Funnel (FoFu) uses more elaborate techniques, focusing on interest nurturing and re-marketing campaigns.
For leads that are in the consideration stage, that is, in the middle of the journey, the main strategies are focused on impacting consumers who have already viewed the brand again, an action known as retargeting .
For the lead that is more likely to purchase the desired product or service, programmatic media seeks to display ads to people who are searching for similar offers.
Cross-Device Programmatic
With the rise of multi-device usage, cross-device programmatic allows advertisers to reach users across different platforms, such as computers, smartphones, tablets, and others, in a coordinated and consistent manner.
DSP (Demand-Side Platform)
DSP is a platform that allows advertisers and agencies to buy advertising space in an automated and programmatic way. This purchase is carried out through real-time auctions (RTB - Real-Time Bidding), where advertisers can bid to display their ads to specific audiences on websites and apps.
Advanced strategies for using programmatic media
To make the most of this functionality and create more advanced campaigns, it is crucial to adopt sophisticated strategies. Below, we have separated some practices for you to implement in your company.
Targeting Specific Audiences
Use behavioral and contextual data to accurately target your audience. For leads in advanced stages of research and negotiation, it’s crucial to target specific messages that resonate with their interests and needs.
Advanced targeting increases the relevance of ads, maximizing the chances of conversion. Take advantage of the opportunity to adopt dynamic contextual targeting, considering not only demographic and behavioral characteristics, but also the context in which users are consuming content.
Dynamic Remarketing
Leverage the power of dynamic remarketing to display personalized ads based on users’ previous interactions. This is especially effective for reminding potential customers about relevant products or services, reinforcing your message and encouraging conversion.
Combine Machine Learning and Artificial Intelligence
Implement machine learning algorithms to automatically optimize your campaigns. Artificial intelligence can analyze complex data patterns in real time, adjusting strategies to maximize results. This advanced approach ensures continuous campaign optimization.
Multichannel Integration
For programmatic advertising to be most effective, there needs to be consistency in messaging. With a multichannel approach, you can create a seamless user experience that builds brand recognition and consumer trust.
If you’re looking to take your programmatic media campaigns to the next level, check out the services offered by MATH. With a data-driven approach, MATH Group offers capabilities that align perfectly with the advanced strategies needed to succeed in today’s dynamic digital landscape.
From innovative solutions that enable real-time optimization, ad personalization and predictive analytics , MATH is an ideal partner that prioritizes innovation, efficiency and impactful results in programmatic media.