The Programmatic Road to True Audience Reach

Businesses are relying more on Programmatic Technologies to increase audience delivery

Just a year ago, we were still referring to programmatic advertising as “trend”. Now we talk of it as confirmed solution - latest stats published by eMarketer show that businesses are increasingly turning to programmatic technologies to improve their audience reach and boost-up advertising revenues. (full article you can read here)

To line this with numbers from the article, when asked about the the biggest benefits of using programmatic buying, 46% of US ad agency professionals cited improved audience targeting. Moving to the same topic with European input - 54% of digital marketers in North America and the UK said reaching targeted users at scale was crucial for their advertising efforts. Combine this with the global trend of increasing users - internet users have increased with 225 millions in just the last 12 months - and you get a clear picture that the digital realm is turning into a digital empire. The audience base is increasing rapidly and substantially, the competition is arising, and for brands to stay relevant in their strategies, obtaining valuable assets and resources on their consumers behaviour is of number one priority.

What programmatic advertising technologies give is the effective answer to this need. With ability to target audiences beyond demographic generalizations, or behaviour pattern guesses, programmatic technologies empower branding and improve business-to-customers relationship. Reaching core audiences becomes easily attainable objective and first step to more profitable consumer dialogue. In the industry today, where digital advertising stands for manipulating multi-channel interactions across desktop, tablet and mobile devices, finding a simple way to navigate the vast information flow and advertising activities on larger scale is the game-changer. Strike the last remark - not just larger, but also targeted. The beauty of programmatic advertising is that is an ever-going cycle, rotating between reaching the rightful audiences and collecting the valuable information about their preferences, to constantly maximize the quality and scope of the advertising dialogue.

The scale is indeed large - IBM found that as much as 90 percent of the world’s global data had been created in the last two years (you can read more about it here). At first glance, the sheer amount of such data generated dazzles with its volume and complexity. On a second take, however, and with a bit of help knowing scientific advances in the ad industry are blooming, this turns to powerful opportunity for those who know how to master it. In a nutshell by using programmatic technologies, advertisers are able to unravel this bulk of information and build their efforts in the most timely, relevant and engaging manner. Data Management Platforms (DMPs) are just one of the examples that comes on top of the mind. Embracing Big Data and connecting all data sources is the remedy DMPs give to businesses. They bring previously unavailable opportunity to remove fragmentation of data gathering and place all audience knowledge under the same roof. Thus brands are able to gain more in-depth understanding of their target consumers and increase the quality of their strategies for better engagement.

One of the most emblematic entities programmatic technologies brought in the scene of digital advertising are the Demand-Side Platforms (DSPs) like MediaMath. Their functions harness the very essence of the programmatic idea - the right message to right person at the right moment. Through their systems, advertisers are able now to connect with their true customers and minimize the past trend of “guessing” where the audience might be hiding. This capability is now even further enhanced by new technologies, such as the one developed by Skylads. Acting as a layer on top of the DSP, Skylads technology assists media buyers fine-tune their campaign parameters in real-time and pinpoint with more efficient accuracy the right moment to interact with their prospect customers.

Although in its young years, advertising science is proving to be changing in a remarkable way how businesses interact with their consumers. Technological Innovation is no longer buzzword of an industry. It is the business model of the new digital age. The strengths of programmatic advertising only start with better audience delivery and creation of new revenue opportunities. The road ahead is clear - the adoption of programmatic advertising technologies is quickly becoming necessity for businesses across sectors.