Advertising is an integral part of the marketing strategy of companies that want to offer their products or services. Currently, with technological innovations, digital marketing is now a must in this field. Automated marketing in particular is the preferred option for businesses, although there are still a few of them today that do not take advantage of all the benefits it offers…
What is automated advertising?
This system is not new, as it was created in 2000 with the implementation of Google Adwords campaigns. This is an automated buying method for inserting ads in real time. Real-time bid-based auction, or RTB, applies to multiple advertisers. Their ads are posted with the highest offers, the process takes place in milliseconds and adapts to all types of digital media. Ads can be visible on an e-commerce site, on a blog page, in social networks, or on computers or smartphones.
Automated advertising aims to allow advertisers and publishers to improve the performance of their marketing campaigns. They can benefit from significant time savings, because if they are advertisers, they will no longer need to contact the publisher’s website every time to post their ads and negotiate prices with each of them. In addition, they can better guide them by taking into account the target audience and the highest audience rate, which will help them achieve the conversion goals they set for themselves more quickly.
What are the different automated buying methods?
open stock exchange
Open exchange or open action is most used in automated advertising campaigns. The advertiser is allowed to bid on a maximum of sites. This option remains subject to the vagaries of intense competition with thousands of other advertisers. On the other hand, it gives the opportunity to be able to form a target audience by taking into account geographical criteria, as well as their centers of interest, gender or age.
Private Market Places or PMPs
The second method of automated buying is Private Market Places or PMP. This solution is considered the most interesting in terms of the quality of placement of ad entries and visibility. However, the private market is not for all advertisers. Only those who get an invite from the publisher via the deal ID will be able to purchase the selected ad space. This is an identification code for each buyer and each supplier. The buyers are usually chosen from the seller’s niche, which will greatly limit the competition. On the other hand, the costs will be higher than the costs of the open exchange.
Just as when a buyer conducts a manual advertising campaign, the automated advertising can be direct. It can direct a campaign to a publisher through an application form. In English, it is said direct program Prefer a bargain purchase. The buyer can choose which supplier to assign his campaign. The latter will be responsible for its termination and the publisher will be notified of any changes that may be made so that they can take care of them. This solution is suitable for buyers who do not have enough time to purchase their own advertising space.
Regardless of the method used, the publisher will not need to display their inventory on multiple platforms. This can be accessed on one platform, the sell side platform. To access it, the buyer will go to a demand side platform to bid on what still matches the criteria they set for their campaign.
However, the method of automation is not limited to the bids made by the buyer on a particular advertising space. In fact, thanks to DSP, advertisers are able to better manage their budget. Software algorithms also give them the ability to better target their audiences. This mitigates the problems marketers have in capturing the attention of potential customers who are not using a single channel to shop or find a service. One day they may search from social networks, and another from search engines. Furthermore, 85% of them start their research from their PC, before continuing with their smartphone.
Programmatic advertising is a major asset for companies that want to establish their online presence and take advantage of the benefits offered by digital marketing, at a time when consumer habits are becoming more and more consolidated in online purchases. According to statistics, in 2021, more than 22% of the world’s population uses the Internet to make their purchases. It is therefore imperative for businesses to tap into this massive reservoir of potential buyers. By optimizing targeting as much as possible with automated ads, ads can reach the right people at the right time.
There are several types of targeting that marketers use to make their campaigns visible to people who might be interested in them.
Targeting with keywords
Targeting can be done by analyzing keywords related to the topic of the website. Thus, a list of relevant keywords will be allocated to the advertisement of a personal services company. Sites whose content is relevant may host the corresponding advertisement.
Targeting can be behavioral. When visiting certain websites, the Internet user often clicks on cookies. Thanks to tracking, the latter makes it possible to retarget those who have already consulted a site, whatever it was, and who consult another with an unrelated topic. So he may have visited a fashion site, picked an item there, but gave up his cart, and then, a few days later, went to a site that specializes in vintage cars. Although the site has no connection to the previously visited site, it will still receive an advertisement for fashion items there.
Contextual targeting is the solution chosen by advertisers who only want to see their ads on sites relevant to their industry. Here, semantics are used to target the audience.
Businesses that want to target their offerings to residents of a well-defined area will choose to target by geolocation. Thus their ads will only be broadcast in a well-defined geographic area.
These various techniques are used in automated marketing to prevent the ads from getting too distracted, to the point of not reaching their true goals. It also contributes to supporting companies in their efforts to reach potential customers by adapting to unexpected change in purchasing behavior and their need to respond quickly to their expectations.
From a budget point of view, it is the perfect solution to reduce costs and save time. It should be noted that traditional negotiation methods are budget-consuming and time-consuming since the company must contact publishers one by one and negotiate terms of publication manually, without always having positive results.
Programmatic advertising is the new face of advertising for 9 out of 10 companies. It will be further improved over the years to be closer to consumers and to be able to offer them a more personalized offer than ever before. However, in order to preserve the privacy and personal data of Internet users, the applicable regulations can be strengthened in the future, both at the EEA level and at the national level.