An introduction to programmatic advertising networks
How technology can boost your audience
All businesses want to reach their best target market. Programmatic banner advertising is technology where you can align your products with your audience.
Effectively, you use software instead of human salespeople to buy digital advertising.
Historically, programmatic banner advertising was costly and therefore only accessible to businesses with large budgets. But times have changed and technological advances including artificial intelligence and machine learning have opened the world of programmatic banner advertising to everyone.
Let’s look at a couple of applications of programmatic banner advertising that may help you:
- Finding a new audience: There are many different tools these days, but the simplest of them can be found on social media. Meanwhile, search engines like Google Advertising helps you find potential customers who are outside your target audience. They do it by taking data from your current customers when they click on your adverts. With this information they can find other people with similar data/characteristics so that you can target them. This is a basic function of programmatic banner advertising.
- Responsive display adverts: Advanced applications, such as the Google Display Network allow you to add several images and a tagline on the advert. Then Google will use its machine learning to work out the best image, timing and description to interest a person at a particular location, time and from a particular demographic.
How to do it?
You can use social media and Database Administrators (DBA), which is software that stores and organises data. They can be do-it-yourself and are easily accessible for small to medium business and can help you identify customers who are looking short to long term on purchasing something.
David Byatt, marketing director with Moshi Moshi Marketing says if you’re looking at a more advanced campaign level it is worthwhile engaging a digital marketing company. But to choose one, check their website and social media to investigate the service they’re offering.
“These campaigns rest on data, so the more quantity or larger matrix of data that you can get out there, the better you will be able to refine and optimise your campaigns”, he says.
Digital marketing companies will typically work on a set fee or percentage spend, most companies will allow you to start some sort of management between $200 to $500 per month.