Utilizing programmatic advertising for your local brand is one of the best ways to ensure you reach a broad audience with specific, targeted messaging. These digital marketing techniques allow you to maximize your advertising budget quickly by using software applications to automate buying and selling ad space.
It’s important to recognize the significant shift in the digital marketing landscape. In the past year, a staggering 91% of all digital display ad spending was funneled through programmatic advertising, marking a clear transition from prior manual processes. This shift underscores the dominance and success of programmatic advertising.
One of the key benefits of programmatic advertising is its time-saving nature. In the past, securing rates and inventory from individual publishers was a time-consuming process, often leading to delays in reaching your local brand’s target audience. However, with the advent of technology, ad space can now be purchased in real-time, ensuring your campaigns and content reach the right prospects without delay.
When your advertising is seen by those who are legitimately interested in your products and services, they are far more likely to result in higher engagement and increase your bottom line. Here are some programmatic advertising strategies that can help to boost your brand’s local presence.
Programmatic Advertising 101
Machine learning, a fairly complex system that uses algorithms and statistical models to learn and adapt, automates buying and selling digital ad space in programmatic advertising. These platforms allow your local brand to swiftly select criteria that hone in on particulars, including specific target demographics, industries, company sizes, job position titles, interests, and more, to identify your audience precisely.
Your marketing and advertising teams may want to adjust their spending or invest in outsourcing such tasks, like with Pathlabs programmatic advertising. By choosing to work with a programmatic advertising company as part of your strategy, you can delegate to experts with a wealth of knowledge and experience to offer guidance. They can utilize the advantages of tracking and measuring your campaigns to make adjustments and ensure their effectiveness while boosting your sales.
Programmatic advertising provides analysis to help you track leads and their likelihood of purchasing with your business. These insights provide valuable information to help you optimize current and future advertising so that your marketing tactics bring conversions.
Benefits of Programmatic Advertising
There are three types of platforms when it comes to utilization of programmatic advertising, which include the following:
● Demand-Side Platforms (DSPs) – tool for advertisers to help arrange ad buying
● Supply-Side Platforms (SSPs) – technological platform to automate the sale of ad space
● Ad Exchanges (to run Data Management)
Advertisers use DSPs to bid for digital ad space, which primarily places them in the path of locals who fit their criteria. Publishers use SSPs to sell the ad space. The benefits it brings for your local brand are real-time measuring, more efficiency, a wider audience pool for generating more leads, specific targeting to ensure higher engagement, and transparency to help your local business showcase authority and establish connections with your audience.
There are different programmatic advertising strategies to help with lead generation and conversions. Some of these include:
● Re-targeting – staying on top of potential leads and prospects helps you target ads to consumers who have visited your website or engaged with your local brand in some way to help you remind them of the products and services you provide.
● Search Engine Marketing—Search Engine Optimization (SEO) is an excellent method for generating leads by targeting people who are actively searching for your brand’s products or services.
● Display Ads—The most common and effective way to use programmatic advertising is to display ads, which provide a large audience with high-quality messaging targeted to specific demographics.
● Social Media Advertising—If your local brand isn’t using social media, you’re way behind! It’s one of the best ways to reach potential consumers within your area, and you can target specific demographics, interests, and more to reach them while they are scrolling online.
Programmatic Advertising Strategies
Your local brand can gain many advantages from using this cutting-edge technology with strategic marketing to place your ads more efficiently. The success of your strategy should encompass a deep understanding of your intended audience and analyzing real-time data to determine the best opportunity for ad placements on websites, social media, and other channels and platforms.
Real-Time Bidding
RTB, also known as real-time bidding, is a platform that allows advertisers to bid on ad space in real-time. Shifting from pre-buying gives a faster, more efficient method of buying. It’s used most often within programmatic advertising so that your local brand can improve a campaign’s performance.
It uses data and analytics to show your business how to optimize the right bid to make an impression. Your local brand can enter specific criteria to factor in for your bids, including location, time of day, browsing history, and even the device they are viewing on, so potential consumers can see your ads and have a higher chance of engaging with your company.
Audience Targeting and Retargeting
Targeting people who have already visited your site in the past is a great strategy for programmatic advertising to find those already showing interest in your goods/services. You can create and optimize an ad campaign that caters to people who have either already purchased your products in the past or have visited your website or social media.
You can also include the strategy of targeting people who are similar to those who have bought or visited your site. Facebook, for example, has a “lookalike audience” tool that allows you to find other people within your local area who share some of your best customers’ characteristics.
Audience Segmentation
Dividing up your overall prospects into smaller, more bite-sized groups based on specific interests or characteristics is another strategy to help you target them with more personalized messaging within your digital marketing campaigns.
Some of the information you may want to include in segmenting your local audience could be age, gender, occupation, education level, average income, family life, and more. For instance, suppose you want to reach females in their 30s who have recently had children and are interested in health and wellness. Your brand can create a segment for this group and then target them with advertising for your health and wellness products to appeal directly to them and help solve their problem.
Email Marketing
Another type of direct marketing using programmatic advertising is your email strategy. Sending messages to your specific demographic enhances your relationship and connection with either a previous or potential customer.
It is one of the most effective marketing technologies for reaching leads because it’s on a more personal level. You can also easily track the results of promotions and campaigns through email to see what’s working and make quick adjustments.
Social Media and Content
Your programmatic advertising strategy should include social media and content marketing. These approaches focus on creating valuable and relevant information and ensuring your ads are seen by those most likely to be interested in your local brand’s offerings.
Content marketing involves defining your audience and crafting compelling captions and headlines through social media to enhance interest for success. There are many social media platforms and channels for your advertising campaigns, so you should locate the ones your local audience uses the most to utilize and boost your presence effectively.
Programmatic Advertising for Local Brands
When developing your advertising strategy, it’s essential to consider your local brand’s goals and objectives. What do you aim to achieve with your campaigns? People utilize social media, email, and view content in many different ways, so consider those when crafting your marketing strategies.
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Programmatic advertising is an effective way to reach your local customers. With proper strategies in place, you can maximize your bottom line and easily adjust your campaigns to ensure you’re targeting the right people and gaining more engagement. If your brand isn’t familiar with programmatic advertising, it can help to incorporate a budget to outsource to a company that can help you successfully boost your brand’s local presence.
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