Programmatic Advertising, or, as it’s sometimes known, Programmatic Marketing, is a service where digital advertising is done more efficiently because users harness the power of automation. Put simply, Programmatic Marketing is about using software to purchase digital advertising.
Here at Embryo, we have invested in in-house Programmatic Marketing experts who use real-time bidding, and programmatic ad buying tools, as well as facts, figures, and machine learning to ensure that your designated ad spend is being used in the most efficient, targeted way possible. We’ll take your company performance goals, business model, audience segmentation, and marketing budget, and use that to create an ad-buying automation programme that can target users based on AI, the device they are viewing the ad on, their specific interests, and a million other factors, not just a ‘gut feeling’.
It is not hyperbolic to say that Programmatic Marketing is quickly becoming the future of ad buying. We know this, at Embryo, which is why we’re getting ahead of the curve and ensuring you can benefit from this revolutionary service, as well as our other SEO, Content Marketing, and PPC services, today.
Your advertising campaign budget is used much more efficiently with Programmatic Marketing because you’re relying on a machine-learning algorithm to determine where best to use your budget. This, naturally, will increase your return on investment. There is a real-time aspect to Programmatic Marketing too, once you’ve begun your Programmatic Advertising campaign the system will monitor the current landscape, marketing trends, and your advertising budget, and suggest ways to make improvements to your digital advertising efforts, no matter what channels you’re operating on, be it Google, Youtube or social media channels such as Facebook, Twitter, Instagram, or LinkedIn.
There are so many variables that need to be considered when buying advertising space to ensure it is optimised and on course to be successful, too many, in fact, for the human mind to consider, which is why the rise in AI, and machine learning, has coincided with the increase in the use of Programmatic Marketing. Factors such as device type, publisher, pages on site, and size of the ad unit, to wider environmental factors such as time of day, week, location of device, weather, region, are all critical, of course, but thinking about them all in real-time is impossible, for a human at least.
Programmatic Marketing is about using tools that can consume more information than humanly possible to create advertisements that are fuelled on, and decided by, data.