In our recent blog on Importance of Granularity, we established greater the granularity, the deeper the level of detail, quite simply. Similarly in the broad world of programmatic advertising, granular campaigns can leverage advertisers to move beyond binary ad targeting. As we are aware, that programmatic advertising is accelerating greater than ever right now. This has led consumers to constantly expect the improvement of online experiences. With 85 percent of consumers preferring tailored ads depending on their personal interests, granularity of campaign set up has become even more essential.
Until recently, setting up of these campaigns granularly was not as simple as it is now. The automated systems with technical know-how and programming skills, are making customised creatives of campaigns a lot easier. The ability to measure campaign goals on a granular level provides vital data. It allows advertisers to execute campaigns with stronger chances of better performance with many strategies. This can then seamlessly run across more channels, users, places and times.
As good as us humans are, we are unable to acquire and act upon huge amounts of data branching out into hundreds of granular different strategies for each campaign. Now imagine, you have 100 campaigns with 50 strategies for each - it will take extensive amount of attention to get the details right.
With granularity of data comes more means of building strategies. For building of these strategies, setting up and managing granular campaign lifecycles should take minutes, not hours. Today’s automation tool, Application Program Interface (API) provides a platform for eliminating the manual profile segmentation of targeted consumers, creating simpler workflows for performance goals keeping maximum granularity intact. Campaign Implementation API brings more value to the campaign set up with more combination of strategies.
When setting up a programmatic campaign, extracting meaningful granular insights out of huge amounts of data mean multiplied opportunities for development. This granular data is extensive, timely reports suitable for further analysis and advertisers are reliant on this for optimisation of their programmatic campaigns. Thankfully, today’s retention science has developed simpler data analytics for automation with Artificial Intelligence (AI) algorithms to simplify the work process. AI algorithms act in real time, taking right action at the right time with the right message to the right user. The automation provides a unified view 24/7 beyond human reach.
Overall, we have our answer to why traditional generic campaign setup belongs to the past. The world is evolving towards the idea more and more for a granular campaign set up using digital ad tech tools. It not only brings more value but meets the goals of granularity and performance in less time. Fair to say, programmatic advertising is here with a purpose to simplify our work process whilst being as granular as possible.