Building programmatic strategy
Apr 29, 2020 - 7 min
As programmatic advertising keeps evolving, more and more brands turn to building their programmatic strategies to expand their audience, and reach them across the screens and ad mediums. According to pre-Covid eMarketer’s predictions, by 2021, programmatic advertising spending should reach 88% of all US digital advertising spending, which accounts for $ 81B.
Despite the shifts and adjustments many brands are making today, digital and programmatic ads in particular, remain an essential part of their presence and activity. What does it take to create an efficient programmatic strategy and build it in the marketing plan and business model?
As a brief recap, a programmatic advertising strategy is planned measures aimed at achieving one or more goals with the help of programmatic ads tools. Let’s figure out step-by-step how to plan and implement it.
Step 1: Prepare
Before you begin exploring the strategies, you need to prepare a plan to work effectively.
It’s the first step before developing a strategy. Goals may vary and include: growth in sales, brand recognition, high level of attendance, app downloads, and so forth.
Take the measurements
Examine where you’re starting. For instance, you need to measure the current traffic on the website, the value of converting new customers, and the volume current audience.
Choose the right DSP
The one that will be well equipped to respond to your requirements and goals. Some platforms are tight to specific streams and formats, while others are more flexible. The more functionality your DSP supports, the more successful your campaign will be.
Choose media outlets, and negotiate the price
Compare offers from several supply sources. You can choose the best one by programmatic bidding strategies. Also, if you’re going to buy digital multimedia within several DSPs, discuss with each provider the fee and the price of the service.
Plan the budget and campaign execution
Once you pick the tech partners provider, make an estimation of expenses for a certain period, then distribute your marketing budget by channel.
Step 2: Work with audience
Building programmatic strategy gives marketing experts an opportunity to use information to recognize potential customers and then accurately target them. Using some of the following methods will help you create the perfect strategy and reach goals cost-efficiently.
Distribute your audience into segments
Using such parameters as demography, geolocation, interests, age, and more to define who you are going to reach. Then try to identify other similarities and insights of your audience, like their interests, behaviour, and also, are if they are decision makers when it comes to the purchase. Once you have defined your target groups, craft the creatives and messages to reach these people.
Mind the context
The user should find your product under the right circumstances; that’s why you need to establish your customer journey. It’s important to introduce your brand properly and earn trust. Think of the context where your potential customers will interact with your ads: is it mobile or TV screen? Or maybe audio? Are they driving at the moment, cooking, watching a TV show, or studying? Make sure you’re picking the right message, placement, context, and moment to introduce your brand to the audience.
Step 3: Make inviting ads
Most ads still lean on visualization and require a clear, attractive image that stands out among thousands of advertisements. Here are several ad formats to consider.
are usually made in various sizes and places for desktop and mobile ads. There’s also rich media display ads, which are interactive. It easily sticks in the mind and may amaze the user, plus brings more clicks compared to static / text / image formats
usually attracts more attention and is considered as one of the most effective ad formats. It’s also easy to incorporate into various trending channels
is a well-known ad type designed to interflow with the website look and feel
Step 4: Launch campaign
At a launch campaign stage, it’s time to start the campaign, set it all up, keep constantly monitoring the campaign’s effectiveness, and optimizing it on-the-go.
Ensure media quality and delivery
Make sure the ads appear on the right resources, reach the right audience, and are served in the relevant context. All ad messages should be helpful and engaging. Don’t forget to keep an eye on your campaign progress and customer interactions.
Respond to customer behavior
See how potential customers interact with advertising and adapt and change a strategy in accordance with user feedback. Also evaluate how efficient are various supply sources and websites / apps where you’re placing the ads.
Step 5: Analyze the effectiveness of the campaign
At this stage it’s time to check with the goals you’ve set in the beginning and evaluate the campaign’s performance. To do so, measure ad delivery, return on investment, customer engagement, and other essential metrics you’ve picked at the planning stage.
Collect data and draw insights
In programmatic, collected data and reports will show strengths and weaknesses of the campaign. Analysis of the brand recall as a result of ad campaign, interaction of the target audience with the product, as well as evaluating ad investments and return of them will help to bring out best practices and areas to improve in future ad campaigns.
Opt for digital media
Successful programmatic strategy depends much on the mixture of parameters: from the relevant message to each audience segment, to relevant channel, context, and ad placement. All components put together, bring in sum a successful ad campaign and desired outcomes.
Good preparation is essential in building programmatic strategy: getting to know the audience, creating attractive advertising, and then making the right choice of technology stack and vendor.
If you’re exploring DSPs for your next killer programmatic campaign, see how Markpoint DSP can help you. Drop us an email and share what goal you’re trying to reach.