Learn how, with a cross-channel and cross-device approach, programmatic advertising solves some of the biggest challenges posed by an environment where the consumer is everywhere.
- [Instructor] There are some reasons to be very excited about programmatic advertising, as it can literally turn some of biggest challenges into opportunities. Today we have increased fragmentation because the consumer is everywhere. Thus in order to reach the consumer at more points along their journey, we need to break out from closed or restrictive ad technology that's limiting our reach to one or two platforms. There are types of programmatic media buying that seek to do just that.
The bulk of consumers are now multi-tasking. They're often opening several screens in one go. Checking social media accounts on one window or device, while streaming a movie on another. With programmatic omni-channel as an approach, we can deliver marketing messages along that entire journey. With the rise of digital TV and app based newspapers, clearly most channels of advertising are becoming accessible through programmatic, so it will be easier than ever before to roll out your advertising onto all these channels using one dashboard.
The days are gone when it was difficult, or expensive to advertise on television, for example. Benefits of programmatic to advertise on multiple channels and screens are significant. With programmatic, we can deliver more targeted messages based on behavior. So it brings us a step closer to personalized marketing done at scale. It also means that it becomes easier to exclude less valuable clients from expensive advertising.
Thereby, focusing only on the client that matters the most. With the rise of attribution modeling, we can really level the playing by creating more transparency on the value of online inventory. And, this enables us to assign the right bids to top performing channels. Then as artificial intelligence, based on consumer data, starts to deploy throughout the marketing eco-systems, the use of programmatic advertising and a DMP, or data management platform, give marketers access to the benefits of AI, or artificial intelligence, to reach the same audiences and segments across multiple channels.
Finally, as programmatic creative improves, automation is cutting down the workload for campaign managers. Previously they had to create hundreds of different ad group levels in their quest for personalization. So, thanks to technology and data, you could potentially be creating fewer campaigns and still achieve high levels of personalization across all channels.
Here marketing expert Adriaan Brits shows members the fundamentals of programmatic advertising. Learn how to examine audience insights and pick a real-time advertising platform that can help you understand when and where to place ads. Discover how to target advertising for video, mobile, and apps, and work with LinkedIn, Facebook, and the Google Display Network. Plus, find out how to create campaigns, use advanced targeting to reach B2B decision makers, and act on valuable audience insights.
- How programmatic advertising is used
- Real-time advertising strategies
- Programmatic advertising on mobile
- Choosing the right media type
- Choosing auction or direct buying
- Choosing a targeting method
- B2B marketing and programmatic ads
- Using analytics and artificial intelligence
- Auditing programmatic campaigns