Programmatic ads up ROI for businesses by reducing customer acquisition costs

Banks & NBFCs, Fintech, D2C Brands and retailers, Financial Services, Fashion, E-Commerce, Online gaming, OTT Platforms are the biggest beneficiaries, writes Tejas Rathod, Co-Founder, Mobavenue Media Pvt Ltd.

Programmatic advertising, an AI-enabled automated process of real-time advertising by micro-targeting right consumers, promises brands greater transparency, better return on investment (ROI), cost-efficiency, and campaign effectiveness. Also known as real-time advertising, its real-time reach to tap consumers of specific interest, gender, behaviour and demographics make it extremely specific to derive desired results.

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Mobavenue has been successfully capitalising on Artificial Intelligence and Blockchain in order to drive sustainable business growth for its partner brands like Myntra, KreditBee, ICICI Bank, Unacademy, Zivame, Winzo, Shopee and Chingari, to name a few. Surge DSP is its in-house Programmatic ad platform and Intelligent Media Trading desk which is designed to drive performance for its brand partners. The company reaches consumers with its proprietary technology which delivers the right product to the right person at the right time. Additionally, Mobavenue is able to target consumers based on countless demographic and behavioral data points. It can even maximise user engagement by providing a value exchange between users and app developers across a variety of app categories, including finance, gaming, shopping, travel, lifestyle, and utilities.

Back when leading fintech company KreditBee wanted to amplify the registration rate and push for high card transactions and loan approval rates, Mobavenue’s in-house Surge DSP enabled the team to get high traction disbursements to short-term loan borrowers at three months run rate. The company’s integrated fraud partners ensured high day-to-day performance, brand safety, and fraud optimization for KreditBee’s campaign. Mobavenue also strategized to bid high on direct apps to drive more traffic, which has gone a long way to boost the reach and revenue of KreditBee.

This technology considerably helps businesses to increase Return on Investment (ROI) because it can significantly speed up the execution of marketing efforts, cut costs, and increase efficiency.

Artificial Intelligence can be used to assess how a consumer behaves on a website at any given time. You can then utilize these insights to anticipate their requirements and preferences in the future. Then a ‘contextual ad’ can be placed before them. Contextual advertising works by matching the content of a webpage with the content of an ad. It is more concerned about the consumers’ current needs than what they have done in the past. For example, if you are reading an article about personal finance; an advertisement for Policy Bazaar will be treated as contextually targeted. Contextual ads serve users with non-intrusive ads relevant to their online activity. It protects privacy, serves relevant ads, increases the probability of interested users engaging with the ads, and enhances the click-through rate and returns on ad spend.

Businesses can now create a more effective advertising strategy for their company. By using technology, businesses can now forecast and improve the user experience and improve the user experience to meet their needs based on their buying patterns and decisions.

The advent of programmatic advertising has also brought several questions related to brand safety. We safeguard brand safety and fraud safety via proprietary in-house DSP by ensuring that a brand's ads never run near or within inappropriate or highly irrelevant content. Brands are thereby relieved as the ads are only displayed on trustworthy websites next to content relevant to the brand or the ad.

Improvements in Artificial Intelligence and Blockchain have been playing a big part in digital advertising. Adopting AI for advertising will provide brands and customers with the competitive edge they require.

The views expressed within the article are solely the author’s and do not reflect the opinions and beliefs of Adgully.