Programmatic advertising sales – is it an opportunity or a threat? It all depends on your point of view on programmatic ad sales For media agencies, of course, these are great opportunities. Buying and selling advertising inventory is much easier with digital interfaces, depending on each exact example of programmatic advertising. Targeting becomes incredibly complex and precise, and media buying takes less and less time and is becoming more and more efficient.
Thus, thanks to programmatic and RTB, advertisements are shown to the right people, at the right time, and at a good price. Sounds good, right? But wait, have we missed something? Oh yes! Creativity in advertising, despite the fact that it is the heart of advertising, has become a minor figure in the equation. And without the right creative approach to creating advertising for a hyper-targeted audience, the value of algorithmic procurement and RTB is significantly reduced, if not reduced to nothing.
That is why creative agencies have a great opportunity to make programmatic as effective as possible for their clients by developing competent strategies. This puts programmable targeting in the first place and turns it into the key to success.
If the marketing concept cannot be called epic, then repeating an idea ad infinitum is not the smartest way to develop an advertising strategy. The modern consumer wants advertising to be relevant. Repeating the same things over and over again, you can very quickly exhaust your opportunities but by telling more personal stories, you can achieve significant advertising resonance.
Before the program targeting became publicly available, it was incredibly difficult to deliver this or that relevant message to various market segments, because it was not possible to find out who these very segments are. Purchasing display advertising was based (and in many cases is still based) on the general and very vague characteristics of the audience. Previously, we didn’t know exactly who was watching a TV program or visiting a website, so we could only use general ideas.
Today with the help of programmatic buying with a high degree of accuracy, it is possible to calculate who the target audience is. This means that relevance in advertising is achievable. Suppose your customer is a leading manufacturer of paper towels. Paper towels, a widely loved product by everyone, are used in many fields for different purposes. Nevertheless, the advertising of this product traditionally cannot boast of any unusual creative and is focused on a certain segment of the market, such as mothers. But what resonates best with one segment will be ineffective for another. Let’s simulate an audience that could be offered a paper towel:
- A 44-year-old man, after finishing work on his retro car, wipes the skin of the seats to shine with a paper towel
- A 32-year-old mother doesn’t mind her baby to get dirty because she has paper towels that clean up dirt
- A 32-year-old athletic woman, who has no children, decided to pamper herself with a healthy salad. She dries the washed lettuce leaves, laying them on snow-white paper towels.
Undoubtedly, a talented creative agency will be able to generate many successful campaigns based on this method. And thanks to software targeting, advertisements can be shown to those users who will provide a resonance.
Creative agencies can also test the effectiveness of concepts by comparing them. For example, when the probability of making a purchase will be greater: if a woman at the age of 25-34 years old looks at an advertisement with a lettuce dryer or with a person who is engaged in her hobby? Answers to such questions quite often can be quite unexpected. And all thanks to programmable advertising.