If you know anyone who works in marketing (or, to be frank, can read), it’s a fair assumption you have heard of programmatic advertising – digital advertising’s current flavor of the month. Those who offer programmatic are touting themselves as the future of digital advertising, and those who don’t offer it are quickly figuring out how they can integrate programmatic into their current offerings.
If you were to ask 10 people what programmatic advertising was, you would most likely get 10 different responses. A small number of digital advertisers actually know how to implement a successful programmatic campaign, a larger number have a general understanding of how to implement a successful programmatic campaign, and the largest group of digital marketers have no clue how to execute but are buzzword bingo masters.
Per AdAge, the simple definition of programmatic ad buying is any ad buy that gets processed through machines. At a higher level, it is the automation of buying digital inventory and optimizing for top-tier results. Within the digital advertising landscape, programmatic ad buying is the closest thing to traditional ad buying that exists. This is why a large increase in ad dollars is being spent within the programmatic space.
On paper, having an algorithm make split-second buying decisions based on past successes seems like the logical choice. It eliminates the need to have multiple employees reviewing your digital advertising spends in the moment they are happening and allows for employee resources to be used elsewhere within the process.
However, brands that strictly spend money through programmatic ad buying are going to fall short of their marketing goals. At this time, agencies offering the opportunity to blend programmatic with humanized ad buying are going to deliver the highest ROI. While on a national scale programmatic can deliver high-level results, localized or regional campaigns can suffer without a human element. As outlined in the adidas retail sell-through case study, utilizing multiple platforms and understanding how the sales funnel works is important when considering how to deliver your brand’s best ROI.
Filling the top of the funnel with general brand awareness campaigns, then nurturing those leads with a middle-of-the-funnel engagement campaign before hitting them with a heavy call-to-action campaign focused on increasing sales is a road map for sales funnel marketing. Knowing that programmatic is a good way to fill the top and middle of the funnel, the question remains: How do you convert that into sales? This is where a good agency that blends programmatic and humanized ad buying will obtain the best results.
Wondering if you are getting the best ROI from your digital advertising campaigns?
As brands consider their marketing strategies for 2015, the importance of a trusted digital advertising strategy is crucial. With tried-and-true sales funnel methodology from the digital advertising space, BLASTmedia can meet any of your digital needs. If you are looking for help achieving your digital advertising goals, BLASTmedia can help – contact Lindsey Groepper for more information.