Programmatic advertising explained | Targeting Keys | Optimization | platforms

Programmatic advertising is a term that has become very popular in the digital marketing world in recent years. It refers to the automated acquisition of digital advertising space through real-time auctions. In this type of advertising, buyers and sellers use sophisticated software to purchase and sell digital ad space in an automated manner.

The process of programmatic advertising begins with an advertiser bidding for a certain amount of ad space, such as a banner ad. The auction is then conducted in real-time, with the highest bidder winning the rights to the ad space. This process is done within milliseconds, allowing advertisers to quickly purchase the ad space they want.

There are a number of benefits to programmatic advertising. It is much faster than traditional methods of purchasing ad space, and it is also more cost-effective as there are no middleman costs associated with it. Advertisers can also have more control over the type of ad they are buying and the audience they are targeting. Additionally, programmatic advertising allows for more accurate targeting, as advertisers can buy the exact type of ad space they require and target the exact audience they want to reach.

Overall, programmatic advertising is an efficient and cost-effective way for advertisers to purchase digital ad space. With its precise targeting capabilities, it enables advertisers to reach their desired audience quickly and effectively. With its growing popularity, programmatic advertising is likely to become an even more prevalent form of digital advertising in the future.

Programmatic Advertising Keys

The benefits of programmatic advertising have made it a preferred option for many businesses and organizations. But what are the key things to consider when setting up a programmatic advertising campaign? Here, we outline the key elements to consider when launching a programmatic advertising campaign.

1. Targeting: It's essential to have an accurate understanding of who you want to reach with your programmatic advertising. This includes understanding the target audience's demographics, interests, online behaviour, and other characteristics. This information can be gathered from research, focus groups, and surveys.

2. Ad Placement: It's important to consider where your ads are being placed in order to maximize reach and engagement. This involves researching the best websites for your target audience, as well as the best times of day for maximum visibility.

3. Budget: Programmatic advertising campaigns can be tailored to fit any budget, but it's important to understand the cost of each ad placement. This includes the cost per impression, cost per click, and other associated fees.

4. Creative: Creative elements such as design, copywriting, and video production can all make or break a programmatic advertising campaign. It's important to ensure that the creative is engaging and aligned with the target audience.

5. Measurement: It's important to track and measure the success of the programmatic advertising campaign in order to ensure it is meeting the desired objectives. This should include metrics such as impressions, clicks, conversions, and ROI.

By considering these key elements when launching a programmatic advertising campaign, businesses and organizations can be sure they are getting the most out of their budget and maximizing the reach and engagement of their ads.

Programmatic advertising Optimization

Programmatic advertising is on the rise. As marketers look for more efficient and cost-effective ways to reach their target audiences, programmatic advertising optimization is becoming increasingly popular. But what is programmatic advertising optimization and how does it work?

Programmatic advertising optimization is the process of using data-driven insights to optimize digital ad campaigns for better performance. This process involves analyzing data from past campaigns and using it to inform decisions about future campaigns. For example, data from past campaigns can be used to identify which ad formats are most successful, which targeting strategies should be used, and which channels should be emphasized.

Programmatic advertising optimization also involves using sophisticated algorithms to automate the buying and selling of digital ad space. This allows marketers to target their campaigns more accurately, optimize bids more effectively, and get better value for their ad spend.

Finally, programmatic advertising optimization allows marketers to track and measure the performance of their campaigns in real-time. This enables them to quickly identify any potential issues and take corrective action to improve results.

Overall, programmatic advertising optimization can help marketers get the most out of their digital ad campaigns. Through a combination of data-driven insights and sophisticated algorithms, marketers can maximize their ROI and get better results. If you’re looking to get the most out of your digital ad campaigns, programmatic advertising optimization is definitely worth exploring.

Programmatic advertising platforms 

Programmatic advertising platforms are a revolutionary way for businesses to target, manage, and optimize their digital marketing campaigns. These platforms allow companies to access a wide range of data to make informed decisions about where to place their ads and how to best target potential customers.

Programmatic advertising platforms are based on algorithms that are designed to analyze data and identify the most effective way to serve ads to the right audiences. The algorithms are constantly learning and adapting to the changing digital landscape, allowing businesses to stay ahead of the competition.

Programmatic advertising platforms provide businesses with a variety of tools and features to help them reach their target audience. For example, they can help businesses target specific demographics, locations, and interests. Additionally, they can provide detailed analytics on the performance of their campaigns, allowing them to make adjustments and optimize their strategies as needed.

Programmatic advertising platforms are also great for managing large ad campaigns. With these platforms, businesses can set up automated rules for their campaigns, such as setting a budget limit, adjusting bids, and targeting the right audiences. This removes the need for manual intervention and allows businesses to focus on other aspects of their campaigns.

Overall, programmatic advertising platforms are a great way for businesses to manage their digital marketing campaigns. With the right tools and strategies, businesses can maximize the effectiveness of their campaigns and reach their target audiences more efficiently. 

How to select a programmatic advertising platform

Programmatic advertising is the use of software to purchase digital advertising, as opposed to the traditional process of negotiating with a sales representative. This type of advertising has become increasingly popular in recent years, as it allows advertisers to target specific audiences more accurately and cost-effectively.

When selecting a programmatic advertising platform, there are several key factors that need to be taken into consideration. 

1. Targeting Capabilities: The platform should be able to target the right audience for your campaign. You should be able to target based on demographics, location, device type, interests, and more.

2. Ad Formats: The platform should offer a variety of ad formats to fit your needs. This includes display ads, video ads, mobile ads, and more.

3. Pricing: Different platforms offer different pricing models. It's important to understand how the platform will charge you for your campaigns.

4. Transparency: It's important to select a platform that is transparent about its fees, how it charges for campaigns, and how it will report on campaign results.

5. Support: The platform should offer a variety of support options, such as online tutorials, customer service, and more.

Once you have taken these factors into consideration, you can begin to narrow down your list of potential platforms. It's important to do some research into each platform to ensure that it meets your needs and budget. Additionally, you may want to reach out to the platform's customer service team to ask any questions you may have. 

By taking the time to select the right programmatic advertising platform for your needs, you can ensure that your campaigns are successful and cost-effective.

List of programmatic advertising platforms

Programmatic advertising is an automated way for marketers to purchase digital ads. It uses sophisticated software to target ads to specific audiences, and it has become a popular method for digital marketing.

Programmatic advertising platforms provide an efficient and cost-effective way for companies to reach their target audiences. With the rise of digital media, it’s becoming increasingly important for marketers to understand and take advantage of these platforms.

Here is a list of some of the most popular programmatic advertising platforms:

Google Ads: Google Ads is a powerful programmatic advertising platform that enables marketers to target and reach customers through search, display, video, and app campaigns. It’s a great choice for businesses of all sizes, as it provides a range of features, such as customizable ad formats, detailed reporting, and audience segmentation.

Facebook Ads: Facebook Ads is a powerful programmatic advertising platform that enables marketers to reach their target audiences on the world’s largest social network. It provides extensive targeting options and detailed analytics, making it a great choice for businesses of all sizes.

Amazon Advertising: Amazon Advertising is a programmatic advertising platform that enables marketers to reach customers on Amazon.com and Amazon’s other properties. It’s a great choice for businesses that want to reach their target audience through the world’s largest e-commerce platform.

Twitter Ads: Twitter Ads is a powerful programmatic advertising platform that enables marketers to reach their target audiences on Twitter. It provides a range of features, such as detailed analytics and powerful targeting options.

LinkedIn Ads: LinkedIn Ads is a programmatic advertising platform that enables marketers to reach their target audiences on the world’s largest professional networking site. It provides a range of features, such as detailed analytics and powerful targeting options.

Bing Ads: Bing Ads is a powerful programmatic advertising platform that enables marketers to reach their target audiences through the world’s second-largest search engine.

These are just a few of the most popular programmatic advertising platforms. With the right platform, you can reach your target audience quickly and effectively. So if you’re looking to leverage the power of programmatic advertising, be sure to check out one of these platforms.

Demo targeting

 Demographic targeting is defined as a type of marketing segmentation. Segments include Age, gender, family size, religion, ethnicity, education, and even income. The data from this can be segmented into different markets, which allows companies to accurately target consumers.

You can reach a specific set of potential customers who are likely to be within a particular age range, gender, parental status, or household income. 

if you run a fitness studio exclusively for women, demographic targeting could help you avoid showing your ads to men. 

Most of the demo targeting will use AND-OR rules. 

So the demo targeting is Gender [F] And Age [13-21] 

For example, SAKA retail wants to sell Women's T-shirts for teenagers. 

DOOH vs OOH Ad Example

DOOH -  Digital out-of-home 

Digital Out-Of-Home (DOOH) advertising is defined as a marketing channel where promotional media is dynamically and digitally displayed in outdoor (out-of-home) public spaces.

Benefits of DOOH Advertising

Reach Larger Audiences. Consumers no longer rely on traditional media channels for their information.

DOOH Flexibility. Investing in traditional advertising can be problematic.

Become a Storyteller.

Cost-Effective Advertising.

Add to the Location.

Increase Engagement Through Connectivity.

Measuring impressions

The most important metric in digital out-of-home is the number of impressions that a screen gets over a given time period. Determining how many impressions a screen gets, however, is a little tricky. With online advertising, one appearance of an ad on one screen is likely to reach one person

OOH - Out of Home

Out-of-home advertising (OOH) is a form of advertising that can be found outside of a consumer's home. Traditionally this includes everything from billboards to bus shelters, benches, and everything in-between

DOOH & OOH Example 

Netflix France - GIFs

Apolosophy - Shampoo

Pepsi Max - Unbelievable Bus Shelter

Timberland - Augmented Reality Campaign

Hjärtat - The Coughing Billboard

Class Spring/Summer

Prospecting Advertising Campaign

Prospecting. Ads are shown to new people who are most likely to engage with your brand and become your next customers. 

Retargeting. Ads are shown to people who visited your website but left without becoming a customer.

 

Retargeting Advertising Campaign

Retargeting refers to engaging audiences who have already interacted with your brand, to encourage them to take a desired action that may interest them, such as conversion. For example, customers might log in to your site and add products to their shopping cart, but leave without purchasing

The user enters your website and search, check details of the product or service but didn't buy OR book anything, and leaves the website.

Now the advertiser [Website onwer] runs an advertiser campaign to show the product/Service ad to the user on all the websites/channels/Social media etc.. where ever the user going/searching.

Remarketing is a way to connect with people who previously interacted with your website or mobile app. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase.

Benefits of Remarketing

Remarketing Helps You Stay Connected With Your Audience.

Remarketing Offers Higher Conversion Rates [CTR].

Lower Cost Per Conversions And Higher Return.

Highly Targeted Ad Text.

Remarketing Allows You To Display An Effective Call-to-action.

More Conversions Through Testing!

Look Alike Targeting

 Look Alike

A lookalike audience is a way your ads can reach new people who are likely to be interested in your business because they share similar characteristics to your existing customers. 

For example there are 3 Users in the row. 

Usar A - Interested in Sports user and occasionally watch movies 

Usar BE - Interested in Movie user and occasionally watch Sports 

Usar C - Interested  in travel user and occasionally watch Sports

Now our campaign mainly targets Movie users. So we need to target User B since the user has the internet in Movies. Now we want to expand So we can target the similar intrested user. Now we can add User A also. Since user B mirrors user A interest. 

Similarly, user A liking all Sports pages and sometimes liking  Movie Videos and shorts. So we can consider User A is Movies look like the audience

SEO vs SEM

 SEO - Search Engine Optimization - Organic Search Result

Search engine optimization is the process of improving the visibility/quality and quantity of website traffic to a website or a web page from search engines.  SEO includes keyword research, link building, site audits, page optimization, rank tracking, reporting, and more

SEM - Search Engine Marketing - Paid Result

Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility on search engine results pages primarily through paid advertising. 

Search Engine Marketing (SEM) Software is tool to help digital marketers optimize their paid search engine results to attract viewers, generate leads, and improve product visibility. 

SEM Platforms:

Google. Google Search Engine is the best search engine in the world and it is also one of the most popular products from Google. 

Bing. Bing is Microsoft's answer to Google and it was launched in 2009. 

Yahoo.

Baidu.

AOL.

Ask.com.

Excite.

DuckDuckGo.

CTV vs OTT vs Addressable TV vs Linear TV vs Non-Linear TV

Connected TV

Connected TV, or CTV, refers to any TV that can be connected to the internet. CTV is an internet-connected device a customer uses to watch TV/video content online. It could be a smart TV, gaming console, or some other sort of internet-connected device. CTV includes household and device-specific targeting capabilities.

OTT [Over-the-top]

OTT stands for “Over The Top” and refers to any streaming service that delivers content over the internet. 

OTT is a common term used for gadgets and services that are used to stream videos, ads, and other digital content to the television (or computer, smartphones, and tablets/ipads). These devices are known as OTT devices and are the medium through which the streaming process happens.

The rise of Connected TV [CTV] and OTT [Over the top] has led to the phenomenon known as “cord-cutting,” which is the growing trend of customers canceling their traditional cable and satellite subscriptions in favor of only using these streaming or VOD formats. 

Addressable TV

Addressable TV works very differently from traditional TV advertising. Instead of selecting a network or program to advertise on, you select the household that you want to see your ads. You can choose your audience based on geographic location, demographics, or viewing habits.

Linear TV

Linear TV refers to a classic system when a viewer watches a scheduled TV program when it airs on its original channel. The viewer can watch content through an antenna or by paying for a cable or satellite subscription

Non-linear TV

These ads are overlaying the video content. Non-linear media is a form of audiovisual media that can be interacted with by the viewer, such as by selecting television shows to watch through a video on demand type service, by playing a video game, by clicking through a website, or by interacting through social media.

Nonlinear ads appear alongside video content, running concurrently without disrupting content playback. While we focus here on video ads, these can also take the form of text or overlays deployed directly over the main content stream, product placements within the content video itself, and so on

Addressable TV - ATV Advertising

Addressable TV is different than normal TV. Ads are targeted based on household-level data and segmentation to serve ads during TV programming. You used to see cereal ads in the morning while watching the morning news. 

Addressable TV is the ability to serve different ad content to different audience segments watching the same TV program on IPTV set-top boxes or connected TV sets, based on specific audience targeting.

With addressable TV, you and your friend could both be watching the morning news on the same channel.  However, your TV shows you an ad for mobile, because you have been searching for new mobile in online. While your neighbor is served an ad for Movie tickets based on their online and offline data.

Why is TV addressable?

Image result for addressable tv benefits

Addressable TV advertising is the ability to show different ads to different households while they are watching the same program. With the help of addressable advertising, advertisers can move beyond large-scale traditional TV ad buys, to focus on relevance and impact.

Addressable tv benefits

Addressable TV takes the tons of data that TV content providers collect and grants advertisers access to much more specific audiences. Demographic, geographic, behavioral and more complex data-matching through satellite, cable and IPTV delivery systems are just some of the ways targeting can be drastically improved.

Is it possible to rank well in Google if your site isn't mobile friendly?

If your site isn't mobile-friendly it won't affect directly in google rank but indirectly it will affect your rank

Ya, I know Keyword is the main factor for getting traffic but If your site isn't in mobile-friendly more chances for getting the Bounce rate. If your bounce rate high automatically your site rank will down in google for the same keyword.




Since 2010, mobile traffic has increased by over ~200%. 10 out of 9 users prefer smartphones to shop. 75% of mobile searches lead to online action within an hour.

If your site isn't mobile-friendly hard to Get rank in google as well the lead.