Secrets of Building Campaign Performance Programmatically & Effectively
Authored by Alok Pandey, VP - Sales and Marketing, Xapads Media
Programmatic media buying is one of the most effective ways of advertising with control over many factors like demand fluctuations, source selection, spend flexibility, infinite matrix and what not, which has indeed surpassed managing media buying in many ways. But still, there is a taboo that programmatic buying supports majorly brand build-up and not the performance generation.
Let’s sneak peek at “How Programmatic Media Buying is the most effective, clean and scalable source for any and many performance KPI-based campaign strategies?”
Programmatic strategies have proven to be winning ones with effectiveness in user acquisition, engagement and retention. Its artificially intelligent and performance-driven results leave no stone unturned to generate quality ROAS which is why; presently, Programmatic Advertising has a market share of $494.16 billion which will become $724.84 billion by 2026 (source: Statista).
Another factor of performance-driven results via programmatic channels is Intact Brand Safety and Hygiene. In 2021, the ad spend of $65 billion was drained on fraudulent traffic and unethical advertising strategies (source: Statista). With the evolution in AI/ML driven programmatic approaches, marketers have become enabled to use anti-fraud tools against suspicious patterns of fraudsters. Such tools facilitate marketers with ironclad sources that maintain brand safety and optimise the source generating quality engagements.
The changing face of performance-driven programmatic advertising can also be attributed to Hyper-Relevance Adverts that create a timely personalized experience depending on the user’s current interests via geofencing on smartphones. Such ads when combined with Geofencing work well and encourage users to make expected actions because their needs from specific geos get fulfilled via AI/ML algorithms & predictive analytics that assist marketers to make rational business decisions.
Penetration of the internet and the emergence of cost-effective smartphones made users more mobile-friendly but with the phasing out of third-party cookies by Google’s GAID and Apple’s IDFA, programmatic adverts have given marketers another way round to survive in Cookieless Advertising Infrastructure. This will gain momentum as 65% of the global population will have their data covered under privacy concerns by the year 2023 (source: Statista). Marketers while relying on first-party and second-party data are now enabled to execute user-oriented campaigns focussing on predictive metrics that further deliver a personalized user experience.
Another major performance driving factor is the emergence of MMPs like Branch, Kochava, Adjust, and Appsflyer which when integrated into the marketing toolkit help in the effective measurement of the campaign. Insights through MMPs provide data-centric ways on what best can be done to improve its operations with easy monitoring of the campaign’s effectiveness at a granular level giving them optimum control of the ad budget.
Programmatic Advertising isn’t only a part of the Adtech ecosystem but it's a new-age technology that amazes advertisers with its pool of audience targeting options via its predictive algorithms. To support marketers and give their brands the opportunities to better sustain in the ever-evolving advertising landscape.