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.