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If you’ve used the internet in the past 5 years, then programmatic advertising has already affected you and you didn’t even know it. This shouldn’t come as a surprise, though, since marketers spent $22.10 billion in 2016 on this marketing channel alone. Here’s why.
Programmatic advertising is the online ad bidding and buying system that allows marketers to reach the audience they’ve selected as valuable at the ideal time with a specified message. This system is automated by machines and touches online users across multiple device platforms.
It cuts out human error and waste when purchasing ad space online. One thing we know for sure is that humans make mistakes and cannot work 24 hours a day. Because machines can and do it at scale, there’s little reason to involve humans anymore. All the humans have to do anymore is figure out who they want to target, how they want to target them, and the message they would like to send to them. Machines take care of the rest!
eMarketer’s senior analyst Lauren Fisher had this to say about the growth of programmatic advertising.
“Programmatic is extremely efficient and unparalleled in its ability to pair rich audience data with ad inventory and targeting.”
“Buyers and sellers are becoming more comfortable with the technology. As a result, it is being rapidly adopted across a variety of channels and ad formats.”
And mobile is the main driving force behind why programmatic advertising has grown so quickly. The percent of total spend dedicated to mobile is over two thirds at 69%.
The tactics
1. You can target your competitor’s customers and leads. Placing the fence around their locations gives you access to track and target all who entered that area with your own message.
2. Target those who enter stores which offer something related to or depend upon your product/service.
3. Virtually fence your own stores to track all who visit you and stay top-of-mind with them through advertisements.
4. Target every person who visited a trade show or event with your brand’s message.
$22 billion were spent on it in 2016, and $27 is forecasted for the remainder of 2017. Programmatic is growing by leaps and bounds and it’s easy to see why. Its versatility allows marketers to do things they’ve previously never done before and at a fraction of the effort or spend.
Learn more about how programmatic advertising works here, in our detailed description of the marketing strategy.
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