PROGRAMMATIC PROMOTION: THE FUTURE OF MARKETING

In a world where digital presence is increasingly dominant in our daily lives, marketing has had to adapt to remain relevant and effective. Comparing programmatic marketing with traditional methods often piques the interest of professionals seeking to optimize their marketing strategies.

Programmatic promotion is an online marketing strategy that has emerged as a powerful solution for targeting consumers in a smarter and more efficient manner.

In this article, we will explore in detail what programmatic promotion is, discover its advantages, how it works, and why it represents the future of marketing in the retail sector.

WHAT IS PROGRAMMATIC PROMOTION?

Programmatic advertising is a means of online advertising that uses software to automate the placement and purchase of advertising space on websites and mobile applications. It allows an advertiser to precisely target their advertising campaigns based on various criteria such as geographic location, age, gender, behavior, and interests of users. The delivery of programmatic promotion is automated.

Unlike traditional methods where advertisers buy advertising space in advance, programmatic promotion focuses on buying spaces as they become available. This approach offers flexibility and real-time optimization. Programmatic promotion is highly appreciated by prospects because the advertised message appears relevant and personalized.

One of the main advantages of programmatic promotion lies in its use of remarketing. This technique aims to target consumers who have already shown interest in a specific product or service by presenting them with relevant ads, thereby encouraging them to complete their purchase.

Source : Meta

How programmatic promotion works

There are 5 main actors:

• The advertiser: Brands, companies, or retailers that fund advertising campaigns and define objectives.
• Advertising agencies: They set up and manage campaigns on behalf of advertisers.
• Trading Desks : They optimize programmatic advertising space purchases.
• Data Providers : Suppliers of data to precisely target the audience.
• ARISTID automatically creates large-scale personalized promotional visuals for each targeted ad! With our platform, OMNIPUBLISH, an advertiser can instantly broadcast their ad across all their digital networks! Programmatic promotion relies on a combination of artificial intelligence, machine learning, and user data. automatiquement des visuels promotionnels personnalisés à grande échelle pour chaque publicité ciblée ! Grâce à notre plateforme, 

HERE ARE THE 4 MAIN STEPS:

Data collection

Popular programmatic platforms gather data from various sources, such as online behaviors, browsing histories, demographics, and user interests.

Analysis and segmentation

The collected data is then analyzed to create specific audience segments “clusters” based on predefined criteria, allowing for better targeting of ads based on user preferences and behaviors.

Real-time bidding

When a user visits a website compatible with programmatic promotion, a real-time bidding process is triggered for displaying an ad. Interested advertisers can bid for their ad to be shown to that specific user.

Delivery of targeted ads

The highest bidding ad wins the right to display its ad to the user. This ad is then delivered in real-time, allowing advertisers to reach their audience at the most opportune moment.

The OMNIPUBLISH tool enables automated production of personalized promotional visuals. This fuels programmatic advertising and delivers unique offers at the right time to the right customer.

All of these steps occur in just milliseconds!

source : LSA

ADVANTAGES OF PROGRAMMATIC PROMOTION

Programmatic promotion has a strong impact on conversions. It is easy to analyze its performance thanks to concrete results from collected data. This strategy offers many advantages to advertisers, especially in the retail sector.

How it helps retailers

Precise targeting

Thanks to the use of real-time data and in-depth analysis of user behaviors, ads can be delivered to a highly targeted audience, thereby increasing conversion chances.

Continuous optimisation

Programmatic campaigns can be constantly optimized based on real performance. This improves ad efficiency and maximizes return on investment.

Budget control

Advertisers can set strict budgets for their programmatic campaigns, thus avoiding overspending and maximizing the use of financial resources.

Mesure des performances

Advertisers can evaluate and optimize the performance of their programmatic campaigns using advanced tracking and analysis tools. By setting clear goals and adjusting strategies in real-time, advertising investment efficiency is maximized. This approach allows for rigorous performance control, ensuring judicious use of financial resources.

What about traditional advertising?

Traditional advertising targets groups of people that advertisers try to reach through traditional media such as television, radio, print, and outdoor advertising. This approach is often used by stores with very classic marketing strategies. In this context, determining the target audience operates on a wide range of criteria, including age, gender, geographical location, interests, consumption habits, and even the context of dissemination.

To illustrate this point, consider the ads aired during the World Cup matches, focused on products such as men’s perfumes and skincare, or security companies. By opting for traditional advertising, the advertiser typically targets as broad an audience as possible. The focus is on quantitative scale: the goal is not to target the most qualified consumers but to reach a considerable number of people. A notable advantage of traditional advertising is its impact on a diverse audience, reaching both children and the elderly. The latter, often less integrated into digital devices, remain sensitive to the power of traditional advertising.

However, the cost associated with this type of advertising remains significant. Campaigns stretch over several weeks or even months and require substantial advertising bombardment to make an impression. The traditional promotion model has a major drawback: the inability to interact directly with its content. Advocates of traditional advertising must deal with the constraint of being unable to easily share appreciated content with their network.

 Programmatic promotion: The marketing future for retailers

Programmatic promotion represents the marketing future for retailers. Thanks to its automated and targeted approach, it offers advertisers a more consistent and effective way to reach their audience. With its numerous advantages, such as precise targeting, continuous optimization, and budget control, programmatic promotion opens up new opportunities for retail companies looking to expand their online presence and increase sales. By choosing this innovative approach, retailers stand out and establish their presence in the competitive digital promotion market.

It is more than just a trend; it is an approach that promises to shape the future of marketing in the retail world, offering unprecedented opportunities to reach the right audience, at the right time, with the right message.