Programmatic marketing strategies make the most of the algorithms and software available. With proper programmatic tools, it is possible to target your ads very specifically based on a particular demographic, personal interests, behavior and more. The programmatic system also provides for automated bidding strategies to make the most of your marketing dollars and ad spends.
A large part of your marketing strategy will be dependent on geographic location. In the early stages of our marketing efforts, our team will take the steps necessary to submit your business information to all relevant directories with our local SEO package. These directories verify your location and other contact information. This makes you searchable on Google and other sites by location. The more readily available this information is, and the more places your business is listed, the higher you will rank in geographic searches on Google.
In addition to geography, our strategy includes carefully planning your ads to appear only during the hours that are best for business. Typically, this means showing less ads in the middle of the night and more during your regular business hours. Ads that show while your business is closed will not provide the same value as customers are unable to reach you at that time. Since most geographic searches are done to locate businesses for immediate purchase decisions, this is crucial.
It is important to know that programmatic marketing efforts extend beyond just AdWords and Google. These same tactics can also be applied to Facebook and other advertising venues across the web. Let us show you how.
Programmatic Advertising Target Examples
Reach your EXACT TARGET MARKET on the web through your customers favorite way to consume content. Display your ad on thousands of the web’s most recognized and popular websites, local and national news sites. internet games, apps and social media sites. and relevant articles to your products or service! Programmatic display advertising allows you to hone in on specific consumers that fit the mold of your target audience and delivers a cost-effective marketing campaign. Target using demographic targeting with users based on their age, gender, HHI, career, and ethnicity. Behavioral targeting targets consumers based on their search, click and web browsing history. Target consumers with Content Targeting based on the kinds of sites and content they’re visiting. Geo Target users based on radius, zip, city, county, DMA, state and more. Putting a frequency cap will limit the number of times a user can see your ad. Day parting will segment your ads to your key consumers at a time when they’re most likely to buy.
Quality targeting based on user location data with the evolution of mobile technology, the ability to reach customers at the right place and with the right message has changed the face of marketing. Micro-Proximity targeting uses technology that can pinpoint a consumer’s indoor location to within a few feet. and that creates a world of opportunity for consumer engagement. Micro-Proximity targeting allows you to send real-time, relevant ads to consumers with micro-location-based marketing. Strategies include location targeting where you reach consumers while they’re at specific locations, stores, offices, etc. Conquest targeting includes reaching consumers while they’re visiting your competitors locations. Area targeting can bring potential customers in or ask them to come back when they’re nearby. Activity & Interest targeting reaches consumers based on category of store they’re in, like coffee shops, banks, bars, restaurants, retail stores, etc. We utilize High Quality Data that is always fresh and updated in real time, for precise targeting, allowing you to reach the right people at the right time. Precise real-time location data requires a minimum of 4 decimal places, ~10 meters: Outside a small venue or coffee shop. Our technology uses 5 decimal place precision allowing us to accurately target small venues with precision as 5 Decimal Places = ~1 meter: Accurately located inside a small venue or coffee shop. “Geo Fencing” technology truncates the coordinates down to 2-3 decimals: 3 Decimal Places = ~100 meters: Football field away from the target venue, 2 Decimal Places = ~1,000 meters: Over 1KM away from your target venue.
Think of IP Targeting as direct mail for the internet. IP Targeting is the process of focusing digital advertising to specific households based on their Internet Protocol (IP) address. IP Targeting works without cookies and unlike cookies, IP addresses cannot be deleted or blocked. You are able to stay connected to every target every time they go online and visit websites that display ads. Current Customer Activation: Exact List to IP Match occurs when you provide us with your client database (First Name, Last Name, Address & Zip Code) and we use patented technology to match that list to the individual household (or business) IP addresses. We average a 50% match from database with a database minimum of at least 5,000. ‘Matchback’ Sales Attribution is when we can directly match the people you sold products to with the people who saw your ad by giving us the addresses of your purchasers. New Mover Segment reaches people who have just moved into their new home, complied from Self-Reported COA (Change of Address), Utility Hook-Ups, Telephone Connects, and Deed Data. Our system refreshes twice daily and records are removed after 60-days. Pre-mover Segments reach people who have recently listed their homes on the market. Our data is compiled from a multitude of “Homes for Sale” (newspaper and online) and “For Sale By Owner” (local newspaper and digital) listings.
Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. Native content is viewed as Editorial, which is the utmost trustworthy. Sponsored Content will sit in the 4th position down or at the end of an article with a highlighted background and will link directly to your website, hosted video or a designated landing page.
Native Advertising uses a brand’s most compelling visual content and makes it look and feel like the content on a given website. Your native ads will look like they are part of the website, contributing to the overall site content. Your Native Advertising will be seen exclusively on Premium Publisher sites, such as foodgawker, USA Today Sports, Saveur, Parade, Radar Online, Elite Daily, bon appetit, Thrill On, College Humor, CBS Sports online and more! Content targeting includes Auto, Business, Entertainment, Food, Home, Men’s Fashion, News, Sports, Travel, Women’s Fashion, & Technology.
Video is the fastest growing digital ad format today. Averaging 3X more clicks than all other ad formats, it is also the top performing format. Video is positioned within New Times featured articles and are viewable on desktop, tablet and mobile. It is 100% viewable as your ad will only play when it is 100% viewable by the user. Video appears when user scrolls down page and disappears once video finishes playing. Audio engages when user’s mouse hovers over video.
Expand audience segments that include other devices in household and/or audience members with the same demographic and behavioral attributes. We will place a pixel on your website that generates a profile of who your site visitors are and we will build a look-a-like audience based on that data. Building the audience takes 30-60 days after a pixel is placed. Minimum 30,000 uniques in 30 day period.
Target consumers that did not convert on your site by displaying custom messages as ads when they visit other sites online.
The most advanced mobile targeting technology available on the market. Device ID (DID) Targeting allows you to target your consumers who visited specific locations during specific date ranges. DID Targeting uses a consumer’s unique, specific device to gather consumer profile data and we can then serve impressions to the users after they leave the geofence, for as long as the campaign is running. We can follow them home, to work, and wherever else they travel. In addition, Device ID targeting gives us the ability to expand your audience through household extension targeting. With household extension, we not only capture the devices seen in our polygons, but also the other devices associated with the home addresses of the users in the audience (user’s other devices, and the devices of their family members/roommates). We also utilize cross-device targeting, so we can hit our target user on their phone, tablet, and even their desktop computer. Visitor tracking reaches consumers who have visited target locations in the past, regardless of where they are now. Conquest visitor targeting reaches consumers who have visited your competition’s locations. Home address ID & Reverse append links Device IDs to home address, and vice versa. The way it works is simple, pick your locations and your timeframe (i.e. everyone who visited the downtown baseball stadium since the current season began), and we will pull the device IDs of all validated mobile devices seen in that location during the timeframe specified. Once we have those device IDs, we can deliver high-level demographic data to share via the “Audience Insight Report”.
Engage customers at the exact moment they show intent. Search retargeting targets user audiences with display ads based on previous keyword searches they have conducted on search engines. By focusing on people who conduct searches for things related to your business, products or services, you can still advertise to them, even if they don’t click on your link. Search retargeting allows you to reach customers you missed on search engines, fill the gaps in your SEO and SEM efforts, and drive qualified shoppers to your website. We identify a list of keywords that your business wants to be found for on search engines. We can then retarget that search with a specific ad that is personalized to the person who conducted that search, no matter where they are on the network.
Reach national, regional or local audiences at cost effective rates. Securely deliver your message to
the exact consumers you want to reach. Our email database has over 140 million quality consumer and business emails, time stamped with URLs to verify recipients consent. Our information is obtained through opt-in online surveys, e-subscriptions, e-registrations and our extensive network of permission-based websites. We bring 1.5 million pieces of fresh data per month, scrubbed to ensure quality and deliverability, making our database one of the largest most hygienic in the marketplace today. Quality Control includes a regular scrub of inactive users plus new emails collected daily. Our emails are 100% Can-Spam Compliant with opt-in and permission-based. Every consumer and business email has consented to receive email from our advertisers. Upgrade to purchase the physical addresses of people who opened the emails to use for IP Targeting.
Customized marketing for the on-demand viewing experience. As TV audiences become more fragmented and time-shifted, advertisers need to stay in front of their target audience, which they can now achieve with CTV advertising. Connected TV gives you the option of serving video ads to consumers watching live sports or news, or while they are binge-watching their favorite show on TV. More people now use streaming services than have a cable subscription. 64% of people in the U.S. watch streaming services and 77% of Millennials watch streaming services. Connected TV allows you to reach cord-cutting viewers across premium apps and devices! CTV devices connect your TV screen to the internet, whether by stick, dongle, puck, cube, or even a built-in connection. Regardless of the make or model, these devices all connect users to premium quality content without a cable subscription. The ads will appear on Connected TV channels during commercial breaks (including before and after a show) for streaming and on-demand content viewed on connected devices (Roku, Apple TV, ChromeCast, etc). Inventory includes Live Streaming as content being served over the Internet in real-time, typically from a paid streaming service or directly from a network. Video On Demand is used as an alternative to live streaming, this allows busy consumers to catch up if they miss an episode and many content providers offer Live and VOD content.
Various States of Programmatic Advertising
Extending your audience by reaching your exact target market through numerous digital channels means your campaign has no waste and can utilize attribution models to track your return on investment by measuring key performance indicators.
What is the definition of Programmatic Advertising?
Programmatic Advertising in digital marketing, programmatic marketing campaigns are automatically triggered by any type of event and deployed according to a set of rules applied by software and algorithms. Human skills are still needed in programmatic campaigns as the campaigns and rules are planned beforehand and established by marketers.
The most common forms of programmatic marketing on digital channels are:
- Programmatic buying via RTB and ad exchanges
- Programmatic site retargeting
- Shopping cart abandonment email campaigns
- Dynamic creative optimization (DCO)
- Product recommendation
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