Programmatic Advertising or Programmatic Buying is the technological and intelligent way to advertise online, since advertisers bid for ads to be shown only to users with a specific target or even a specific target audience profile.
Allows to show the advertisements to the related person.
Within the programmatic area we can highlight:
Within programmatic, RTB is a line of Online Advertising that focuses on Display, Video or Audio campaigns that thanks to Big Data and the information we have from the user in real time about each visit to a website allows us, instead of paying a fixed cost per thousand impressions, to pay each impression based on an auction in real time between different advertisers and adjust the price to the real value.
Native advertising is one of the least intrusive digital media that exist for paid ad campaigns, as these ads are integrated into the media where they are appearing while maintaining a similar appearance so that the user’s reading is more natural.
Native ads can often appear to be recommended content from the same web page where they are being displayed.
Retargeting, also known as Remarketing, is one of the most recommended Paid Media actions for Conversion Campaign Objectives. The purpose of Retargeting is to attract potential Leads or Potential Customers who have visited our website or ecommerce but have not achieved the final conversion goal. With this Online Advertising strategy we can impact users who have previously accessed the web and “follow them” until they complete the objective we have set.
Achieve these 3 objectives with an effective advertising strategy:
Branding campaigns are everything they say about your brand. These are Online Advertising actions aimed at building values, increasing notoriety and brand perception.
Prospecting is a work process aimed at attracting potential customers. In online advertising, prospecting consists of placing ads on third-party websites.
The main objective of a performance-oriented campaign is to achieve conversions, that is, to get users to perform the main objective of our website, whether it is to fill out a form, make a reservation or make a purchase.
Some of the recommended solutions and actions include:
Programmatic advertising has revolutionized the way brands connect with their audiences, offering a precision and efficiency that traditional advertising cannot match. Through algorithms and real-time data, it allows specific audiences to be segmented based on behaviors, interests and demographics, ensuring that ads reach the right people at the right time. This contrasts with traditional methods, such as TV or print advertising, which rely on broad audience segments and lack the ability for real-time personalization, resulting in lower ROI.
Another highlight of programmatic advertising is its ability to dynamically optimize campaigns. Programmatic platforms use artificial intelligence to analyze ad performance instantly, adjusting parameters such as bidding, format or channel to maximize results. In comparison, traditional advertising requires manual adjustments that consume time and resources, which can lead to missed opportunities. In addition, programmatic offers transparency into metrics such as impressions, clicks and conversions, allowing advertisers to make decisions based on hard data rather than general estimates.
Finally, the scalability and global reach of programmatic advertising make it unparalleled. With access to multiple platforms and ad networks, brands can reach audiences across devices and geographies without the need to negotiate individual contracts with each medium. This automated approach reduces operational costs and increases speed of implementation, something that traditional advertising, with its manual processes and geographic limitations, cannot offer. In a constantly evolving digital world, programmatic advertising is positioned as the key tool to stay competitive.
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