In recent years, programmatic media buying becomes such a hot topic and it’s practically impossible to ignore the impact of it on the digital world. The technology that involved with programmatic buying is having a profound impact on the way that consumers interact with brands, as well as the way that brands develop a more effective return on their investments.
Programmatic media buying automates the purchase of media, has demonstrated an unprecedented amount of efficiency in a world where customers are constantly connected to their multiple devices.
As the rise of programmatic buying continues to show promise in the digital world, it’s important for businesses and brands to stay on top of the latest trends, and understand the powerful potential this strategy has to offer.
Following, we’ll uncover a few of the elements on building a successful programmatic media buying strategy:
1) Urge yourself asking the right questions or set up objectives beforehand
Just like in any business strategy, setting yourself up for success means asking and answering the important questions about your long-term, and short-term goals. Often, we see marketers launching campaign without thinking about objectives thoroughly. One of the important characteristics of programmatic media buying is it’s a data-driven nature. At the end of the campaign, analytical tools will clearly measure if the campaign is effective through real time data. Therefore, setting up clear objectives before the campaign becomes more important. Programmatic media buying can be a highly effective strategy for most businesses – but it only works when it’s used correctly. The more time you take to brainstorm your needs with your internal team, the more likely you are to come up with valuable ideas that will prepare you in finding the right strategy for success.
2) Understand the technology
While you might not need to understand the deeper inner-workings of the technology that you use for programmatic media buying – you will at least need a basic understanding of what’s going on in your brand. Any programmatic partner that you work with should be willing to answer the various questions you might have regarding the technology that powers your campaigns – so don’t be afraid to ask.
For most advertisers, the first step on the programmatic journey will begin with a choice of experienced digital media agency. The clear view that you’ve already established for your marketing goals will help you to select the right media agency for you.
3) Understand how to react to data
The biggest challenge that marketers face today is their ability (or inability) to ingest and utilize data coming from their marketing mix and react to it in real-time. Everyone has access to so much data, information, insights and statistics, but very few could answer with confidence.
Data is extremely important and is the basis from which we should work. We need to leverage data to be able to target audiences and help inform the overarching strategy. Information and insights is the selection of the right data translated into the most powerful information and insights required by marketing and other departments to fulfil objectives.
An experienced digital marketing agency should not only provide baseline data i.e. impressions, clicks, view, CTRs, but also transparently communicate the effectiveness of the campaign as well as offer better solutions that enable the campaign to be received by target audience more efficiently.
Creative has a significant part to play in any digital marketing strategy, so it only makes sense that it would be crucial from a programmatic perspective too. Programmatic marketing is all about delivering the right message to the right audience, at the best possible time. What’s more, this approach will give your creative team the insights that they need to improve your branding messages across various platforms.
Make sure that you devote time and effort to delivering incredible creative, and upgrade that creative whenever possible, using contextual, audience, and environmental signals to provide dynamic content that personally appeals to your market.