It’s been drilled into the heads of many advertisers after years of repetition: They need to use the right message at the right place at the right time to reach the right customer to win the sale. As such, many companies put relevance high on their list of priorities for marketing campaigns. However, staying relevant can quite quickly transition from something organizations know they need to do into a tedious task because of how difficult it can be.
Programmatic buying is placing the power back into the hands of brands. By using marketing metrics and demographics, they can automatically bid on impressions of only the relevant prospects. This means greater efficiency for their campaigns, as they are wasting less money on people who may not be interested in their products or services and investing it back into those who are highly pertinent to their company.
Though this powerful weapon is available to brands, many agencies aren’t taking full advantage of programmatic buying.
“Even with all the tools, agencies, exchanges, and publishers at the forefront of programmatic, many brands have yet to adopt it,” iMedia Connection explained. “Failure to embrace and trust the new technology, the lack of understanding of view-through incrementality, challenges with the talent to lead these efforts, getting management on board of something that has more acronyms that make their heads spin – these are all reasons a lot of brands are behind.”
So who should brands look to as examples of successful programmatic buyers? According to iMedia Connection, Shutterfly, Benefit and One Kings Lane are all brands that use programmatic buying to enhance their success.
1. Shutterfly
Shutterfly offers image publishing services to consumers. The brand is utilizing all sorts of information to reach mothers at every stage of life, leveraging both online and offline data to help streamline their advertising efforts. The company can make use of this data to offer specific services based on recent the actions of their customers, ensuring the relevance of campaigns.
2. Benefit Cosmetics
For any given campaign, Benefit has more than 20 different ad variations it can serve to customers that feature a wide spectrum of the company’s products. Whether people are looking for lip gloss, powder or anything in between, Benefit uses programmatic buying to reach customers in a meaningful, specific way.
3. One Kings Lane
Online marketplace One Kings Lane goes beyond simple retargeting – they use specific metrics, such as product views, to serve relevant ads to customers. They operate within the world of flash sales, so every second counts. Programmatic buying allows them to make the most of their time.
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