Programmatic advertising is nothing short of a phenomenon. It has completely overhauled the way we see ads, the way advertisements are constructed and the way companies reach their customers, yet it's still vastly unknown to the general public. Many early adopters have found quite a lot of success and healthy returns through investing into programmatic advertising, and it's growing by the day. In the current advertising landscape, more than two thirds of display advertising expenditure is invested into programmatic. To put the growth in perspective, in 2014 less than half of display advertising was programmatic and next year it is expected to climb to 78%. These growth figures show no sign of slowing down either, this is more than just a fad. Soon programmatic is going to see similar growth in the more traditional senses of advertising as well. Billboards, television and even radio ads are starting to shift into the realm of programmatic as well. It's simply the superior way of advertising, but what makes it so superior exactly?

It Puts Power in the Hands of the Advertisers.

The days of shelling out cash hand over fist through traditional advertising in mere hopes of reaching their target demographics are coming to an end. Finally, advertisers are able to target exactly who they want through modern technology. You may or may not be surprised to see just how much data there is out there on virtually every single internet user. This data is important to companies who are advertising a product or service. Now, more than ever before they are able to target a demographic as specifically as they please. Whether that be young mothers who are into practicing yoga, or senior citizens who watch sports on weekends. This data is out there, and it's valuable. Not only can they target exactly who they want, but they are able to see statistics on who is viewing their ads, what time of day they're viewing their ads, and how many of them are viewing their ads. All in real time. They are also able to adjust their target demographic mid campaign if they so choose. The likes of this has never been seen before and the companies who have adopted it are seeing the benefits. Parlay this with the fact that it's able to adjust to virtually any advertising budget, and it's no wonder why more and more companies are opting in this direction.

It's infiltrating the Traditional Marketing Methods.

Smart' devices are taking over, this is no surprise to anyone. However what may be very surprising to some is just exactly how wide the spread of smart devices are these days. For instance, there are 'smart' billboards above highways that are able to identify which cars are stuck in traffic beneath them, and advertise specifically to the drivers inside of them. You may also be surprised to learn just how many of the billboards at Time's Square, in New York for example are running their ads programmatically. Television and radio ads are also moving in this direction. Through television and radio, programmatic advertising gives you the opportunity to not waste your advertising expenditure on people who don't want, nor care about, what you're offering. It allows you to target only those who matter most. It's a win-win scenario, so it's no surprise to see it start to expand into these realms.

It's Cost Effective.

For a multitude of reasons, programmatic advertising is the most economically sound option. For one, there is no wasted money in showing people your ads who have no interest in what you have to offer. This also means a higher percentage of people who see your ad, actually make a purchase. Also, through detailed statistics, the advertiser is able to see where they are most successful, and further zone in on those key demographics and target markets. Making the entire process continually more profitable as the campaign rolls on. If you're chasing the most bang for your buck as far as marketing goes, programmatic is the way to go.

It's Personalized.

What was once seen as borderline intrusive, is now seen as practical. If you're going to be seeing ads, you may as well be seeing ads for things that interest you. The ads can even change based on anything as simple as the time of day, to something as up to the minute as the weather forecast. Although people don't view advertisements to be entertained, people are more captivated by advertisements that are relevant to them. Ads can be personalized based on behaviours, demographics, geographically or personal interests. The personalization of advertisements is just a piece of the puzzle, but it's the final piece. It provides value to the marketing campaign and for those who end up viewing them, the advertisements are no longer utterly ignored by the overwhelming majorities.

EQ Inc. published this content on 20 May 2016 and is solely responsible for the information contained herein.
Distributed by Public, unedited and unaltered, on 13 June 2016 10:49:02 UTC.

Original documenthttp://www.eqworks.com/2016/05/20/how-programmatics-are-changing-the-landscape-of-advertising/

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