PROGRAMMATIC PROMOTION: THE FUTURE OF MARKETING

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

Programmatic promotion is an online marketing strategy that has emerged as a powerful solution for targeting consumers more intelligently and efficiently.

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

WHAT IS PROGRAMMATIC ADVERTISING?

Programmatic advertising is an online advertising method that uses software to automate the placement and purchase of ad space on websites and mobile apps. It allows advertisers to precisely target their ad campaigns based on various criteria such as the user’s geographic location, age, gender, behavior, and interests. Programmatic ad delivery is automated.

In a contrast to traditional methods where advertisers buy advertising space in advance, programmatic advertising focuses on purchasing spaces as it becomes available. This approach offers real-time flexibility and optimization. Programmatic advertising is highly appreciated by potential consumers because the delivered ad message appears relevant and personalized.

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

Source : Meta

How programmatic advertising works

There are 5 main actors:

• The advertiser: Brands, companies, or retailers who fund advertising campaigns and define their objectives.
• Advertising agencies: They set up and manage campaigns on behalf of advertisers.
• Trading Desks : They optimize programmatic purchase of ad space.
• Data Providers : They provide data to accurately target the audience.
• ARISTID automatically creates personalized promotional visuals at scale for each targeted ad! Thanks to our OMNIPUBLISH platform, an advertiser can instantly distribute their ads across all their digital networks! Programmatic advertising is based on a combination of artificial intelligence, machine learning, and user data. 

HERE ARE THE 4 MAIN STEPS:

Data collection

Popular programmatic platforms collect 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, which allows for better targeting of ads based on user preferences and behaviors.

Real-time auctions

When a user visits a website compatible with programmatic advertising, a real-time auction is triggered for the display of an ad. Interested advertisers can bid for their ad to be displayed to that specific user.

Delivery of targeted ads

The ad with the highest bid 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 allows for the feeding of programmatic advertising and the dissemination of unique offers at the right time to the right customer.

This entire process takes place in just a few milliseconds!

source : LSA

THE BENEFITS OF PROGRAMMATIC ADVERTISING

Programmatic advertising has a strong impact on conversions. It is easy to analyze its performance thanks to the concrete results of the data collected. 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 behavior, ads can be delivered to a highly targeted audience, increasing the chances of conversion.

Continuous optimization

Programmatic campaigns can be constantly optimized based on real-world performance. This improves ad effectiveness and optimizes ROI.

Budget control

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

Performance measurement

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, the effectiveness of advertising investments 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 by using 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 broadcasting context.

To illustrate this point, consider the ads broadcast during the World Cup matches, focusing on products such as perfumes and men’s care, or security companies. By opting for traditional advertising, the advertiser generally targets as wide an audience as possible. The challenge is quantitative: 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 varied 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 significant advertising hammering to make their mark. The traditional promotions model has a major drawback: the impossibility of interacting directly with its content. Supporters of traditional advertising must face the constraint of the inability to easily share the content they appreciate with their network.

 Programmatic advertising: The future of retail marketing

Programmatic advertising is the future of retail marketing. Thanks to its automated and targeted approach, it offers advertisers a more consistent and effective way to reach their audience. With its many advantages, such as precise targeting, continuous optimization, and budget control, programmatic advertising opens up new opportunities for retail businesses looking to grow 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 much 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.