What is programmatic in 2021?
As we speak with many business leaders or marketing managers, I would say the majority are not sure what programmatic means in terms of targeting OR have incomplete knowledge of the capabilities possible with this practical approach in marketing.
Programmatic – technology that uses automation to help marketers make online ad purchases that reach a specific audience.
While that is accurate, there is not nearly enough emphasis on the word “specific.” The beauty of programmatic is that it genuinely allows you to target a particular audience using various technology capabilities. The targeting is typically even more targeted, with more options, than what most digital marketers initially know is possible.
Devices – You can simultaneously broadcast the same message across phone, tablet, desktop, tv, apps.
If done correctly, I also think it’s very undersold (or known) that you can target those “particular audiences” across display, audio, and connected TV. You can hit the desired audience with the right, relevant message across various media. Sign me up!
Ask yourself these questions:
- Are you tired of paying for many visitors who do not take action and have no intention of doing so?
- Are you looking to scale not just one channel but the entire business in a cost-effective way?
- Tired of discovering a marketing approach a few months too late – only as that approach has already become over-saturated or expensive?
- Have you built a solid search marketing strategy but just want more searches?
Here are the top ways ATF can help you hit the right target audience:
- Geo-fencing
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- Target consumers based on where they are physically going
- Competitors
- Stores
- Events
- Mall
- Ski resorts
- Previous customers that you want repeat orders from
- Etc.
- HouseHolds
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- Use an address, Latitude/Longitude, etc., to target households.
- Is “Work from home” making it hard to target your b2b contacts? Problem solved.
- Website targeting
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- Yes, retargeting. However, the power comes in retargeting specific audiences across display, tv, and radio at the same time.
- Keyword-Level Search Retargeting
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- Target your competitor’s keywords and conquest off of those keywords to drive traffic to your site.
- Most companies have Google campaigns running. Programmatic keyword-level search retargeting is using the consumer searches conducted on the rest of the non-Google world. (13 billion search events monthly)
- Keyword-Level Contextual Targeting
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- Keyword-level contextual targeting uses the keywords contained in the text of what visitors are consuming.
- Category Contextual Targeting
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- Serve ads based on subjects currently or previously viewed.
By this time, your creative juices are probably flowing. Not sure if it’s possible? Hit us up, and we are happy to answer your questions and provide additional ideas on how you could be targeting.
