How to handle awareness stage with programmatic ads

Advertising drives commerce. You’ve surely heard that phrase, and it’s still true in 2020. But also, it’s true that advertising, especially programmatic, works great not just for conversions and sales, but also when you need to introduce a new brand to the public.

Creating brand awareness is an essential step for companies that are trying to make a name for themselves. So, how can you run a killer campaign for your brand using programmatic ads? In this article we’ll lead you through main points to include into your strategy.

If it’s not about conversions, what to measure?

The first step is to agree on the right KPIs so that you can focus on driving them in a quantitative way. There’s a tendency for branding to be associated with vague performance metrics, but a methodical approach is key.

Reach is obviously important, but the principal metrics to track from the beginning are CTR, viewability and website visits. 

We recommend to take an eye on these key metrics related to brand awareness:

Increase interactions

with your brand

Build more positive

brand associations

Increase brand loyalty

by connecting with your target audience

Motivate customers to engage

with your brand and its associated products

Things to include into your brand awareness strategy

Once you’re all set with how you’re going to measure your campaign success, think of the following aspects that can help you handle it. 

It’s who – your audience and how you’re going to reach them, where – respectively, where you ads will be served, what – ad formats that work best for brand awareness, and how – your bid strategy.

Reach and targeting

At a brand awareness stage it’s typical to share your message to the widest possible audience. It’s where programmatic ads will help you narrow your focus and reach your most relevant audience through precise targeting settings and filters. 

With programmatic ads you can set up your target audience characteristics like geo, interests, and social aspects, as well as technical parameters related to devices they use. Besides, you can use advanced targeting settings like ad categories – to make sure your ads are served on websites and apps related to your business – and your potentials interest. 

For instance, say, you’re promoting a new apparel brand – so you may want to place your ads on websites dedicated to interior design, hospitality, or ecommerce platforms with similar products, to serve your ads where people are already hanging out together for similar interests.

Cross-channel marketing

Your potential customers can be everywhere. For example, they may use computers at work, smartphones while they commute and tablets or smart TVs when they’re at home. When it comes to creating brand awareness, you need to consider cross-device and cross-channel marketing.

To deliver a powerful brand message to prospective clients, track the customer experience across all touchpoints and map out the ideal path that leads them to the product acquisition. 

Programmatic advertising allows you to reach target audiences across devices, channels, platforms and operating systems. Experiment with different channels to find out what works best for your brand. Especially, take a closer look at mobile advertising, since smartphone ownership is growing fast these days. 

Ad formats 

One of the main goals of a brand awareness stage is to engage with your target audience. Use top-performing and most catchy formats like banner and video ads. To encourage your potentials to interact with your ads, use dynamic and rich media, especially the formats allowing to personalize settings according to your audience location, interests, and other factors.

The main point here is to balance between top-performing and people-centered formats. For instance, native is one of the highly viewable ad formats, plus, thanks to its non-intrusive nature it’s well appreciated by the users. 

Bid strategy

With brand-engagement campaigns, you want to maximize your brand’s exposure on relevant sites. CPM bidding is typically a good fit for such campaigns, since you can set your bids directly from the performance goals you’ve set for your campaign.

Insights and data

It comes as no surprise that data is the king in the digital advertising world. In order to launch a successful brand awareness campaign, you need to gather all data you have, analyze it and draw actionable insights that will help to shape your strategy.

Programmatic ads let you collect all the data, and what’s more important – to use it for your further campaigns. Track users behavior and interaction with your ads, explore which formats, messages, creatives, and ad placements perform best and fine-tune your targeting settings to improve your campaign efficiency and save your ad dollars.

Final thoughts

When you’re new to the market, programmatic advertising is a great tool to handle your brand promotion. It’s a great way to power up your brand awareness campaign, make sure you reach most of your potentials, and do that across the most relevant websites and platforms. Besides, with programmatic ads you can test the waters fast and with minimum time and money waste.

Are you prepping for a new brand promotion? If you want to know more, how you can embrace programmatic ads at this stage, drop us a line. We’ll be happy to take a brief tour for you!

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