MaximiSe Your MARKETING SPEND With Programmatic ADS
Programmatic advertising refers to the automated process of buying and selling digital advertising space via ad exchanges in real-time.
It relies on a series of data-based decisions made in milliseconds, ultimately reducing the interaction time between users and brands.
This technology allows for brands to reach specific audiences more effectively and efficiently, which can lead to improved return on investment (ROI) for advertisers and publishers alike.
Get the top programmatic advertising agency in Singapore today with MediaOne.
What is a Programmatic Service?
MediaOne is the leading programmatic agency in Singapore, equipping businesses with the necessary tools to drastically improve advertising profitability. Along with marketing expertise, our services provide you with algorithmic software that:
Get Ahead Of Your Competition
However, programmatic advertising strategies require time and professionals with technical expertise in the programmatic ecosystem to effectively maneuver innovative technologies for highly sophisticated campaigns. Let us do the work for you, stop losing out to your competitors, and reap the benefits of programmatic advertising today!
What does a Programmatic Service bring to your table?
When you’re running paid adverts, you want to maximize ROI through the most efficient means possible. A programmatic service helps you achieve this, and MORE:
Tell-tale Signs That Your Business Needs A Programmatic Service
Most businesses are starting to understand the power of programmatic advertising, and many successful ones have taken the leap in engaging programmatic experts to help them stand out from their competitors. You might be wondering if you should do the same. Well, consider if your current advertising strategies...
If these hit close to home for you, then you’re definitely in need of a programmatic service, it is time to make these problems a thing of the past.
What type of ads can be managed programmatically?
Most digital ads can be programmatically managed, in fact, 70% of ads online are currently bought and sold using programmatic technology. Examples of digital ads include, but are not limited to :
Display ad campaigns
E.g. popup and banner ads all over the internet
Video ad campaigns
E.g Ads on YouTube videos
Native ad campaigns
E.g Ads on various media websites such as seen on Stomp and Channel News Asia
Paid search engine ads
E.g Google ads)
Mobile ad campaigns
E.g. In-app ads
TV & streaming ads
Connected TV and streaming service ad campaigns like Ads on streaming TV services such as Crunchyroll, Hulu and Amazon TV
Digital audio ad campaigns
E.g through podcasts or streaming radio services such as Spotify and Google Podcasts
How can OUR Programmatic Services help you?
Aside from the drastic increase in advertising profitability that a programmatic service can provide you, MediaOne goes the extra mile to exponentially improve your results. The process of our programmatic services is as such :
Pre Campaign analysis to find what would work best for you
Leveraging on in-house builds from standard banners to dynamic creative optimization and high impacts, dependent on which is best suited for you
We provide access to all the advertising channels, formats, and targeting strategies to achieve the best result for you
Analysis of post-campaign metrics such as incrementality and brand studies is carried out to determine further revision
Campaign insights and optimizations delivered the way that drives the most results
MediaOne Programmatic Advertising Solutions
Let our programmatic service helps you through customer analytics to improve acquisition and lifetime value, while simultaneously using business analytics to forecast sales and reduce breakage; effectively optimizing overall advertising ROI.
How MediaOne’s Programmatic Services Uses data To Solve All Your Problems
To the untrained eye, data is just a mountain of numbers and statistics that does not translate to anything meaningful. It can be difficult to understand this data, and even harder to turn them into actions that deliver cold hard results, such as driving incremental growth through more informed media buying decisions. There are a few key reasons behind this:
Artificial Intelligence + Human Expertise
At MediaOne, we provide you with state-of-the-art artificial intelligence to collect your data, paired with human expertise to further analyze these insights and turn them into million-dollar answers with scalable actions through custom integrations. Let your data do more for you, whether it’s reducing breakage and churn, identifying customers that will potentially convert, or even challenges with supply chains, we provide not only our expertise but also advice on how to effectively turn this data into solutions that drive cold-hard results.
Why should MediaOne be your go-to choice for Programmatic Services?
Our programmatic solutions provide you with the right experts and state-of-the-art technology to deliver the best possible outcomes in terms of increased revenue, rapid growth, and high profitability, as we’ve successfully done so for many clients like Phillip Capital, Capitaland, Maybank to name a few.
We offer our programmatic services in 3 main ways
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In a nutshell, when you visit a website that has ad space on it (such as a google display banner), an auction occurs in real-time to see who’s ad serves that person. There are hundreds and thousands of potential advertisers who could have their ad server, but only one can win (because there is only one ad unit for one ad impression). Using data such as IP address, locations, device type, browsers, etc, each advertiser bids how much they are willing to pay to win the impression. The highest bid wins and has their ads served. This all happens in microseconds.
Programmatic advertising is the process of using an automated system to buy and sell digital advertising space. The process is done in real-time and through automated bidding platforms. The process is automated to save publishers, agencies, advertisers time and ensure an efficient ad inventory.
Simply put, programmatic advertising entails buying ad space online. Unlike the traditional method that involved advertisers’ requests for quotes, tenders, human negotiation, and proposals, this new form of advertising is run by software and algorithms. The highest bidder is awarded the online display space available.
A programmatic service is an agency that helps you manage your programmatic advertising.
Take control of your marketing and improve the efficacy and efficiency of your media campaigns with MediaOne’s Programmatic Services.
Our Programmatic Service means you can understand and reach audiences though the best programmatic solutions.
At our core sits data and insights in all our optimising, buying and planning efforts so you can get a deeper understanding of your audience and how to influence them.
Google Ads gives advertisers access to all the pages available in the system, and they are millions. On the other hand, programmatic advertising is broad. That is, it is not limited to one platform. Therefore, it can scale up your business much faster as it has access to Google Advertising and other excellent ad exchange platforms such as Rubicon, AppNexus, AdForm, Amazon, and many more.
The two are closely related, but the main difference is that each targeting approach relies on connecting businesses with the customers. GDN relies heavily on Google search data to determine which audiences to display the ads to, while programmatic ads use multiple third-party agents to get more in-depth data. This data guarantees more accurate and better targeting and retargeting of ads than GDN.
The main difference between programmatic and display advertising is that the latter is conducted in a closed network. It offers limited opportunities to marketers who yearn to expand their clientele base without spending a fortune. Programmatic advertising automatically buys ad space on the website without going through multiple ad exchanges.
Both advertising options reply on new-generation data analytics software to identify the most effective and ideal ad placement opportunities online. We recommend using both to increase your business growth rate and reach but focus more on programmatic advertising once you gain a firm footing.
One of the downsides of GDN that holds businesses from realising their full potential is that advertisers’ capabilities are limited. It does not allow you to enhance the campaign apart from creating image ads. For example, you can only use GDN for audio, video, and other TV-based ads on YouTube and its mobile application.
Programmatic ads give advertisers unlimited creative opportunities to enable them to get maximum ROI from each campaign. You can use different formats for varying campaigns and even carry out split tests (A/B testing).
Concisely, the extra freedom to be creative gives advertisers more control over the ad placement. More importantly, it offers unlimited customer targeting and retargeting options to maximise the ad budget.
No, Google Display Network (GDN) is simply an extension of the large Google Ads Platform, (previously known as Google Adwords). The platform is tailored to help businesses target specific groups of customers with video and banner ads.
Programmatic ads give advertisers unlimited creative opportunities to enable them to get maximum ROI from each campaign. You can use different formats for varying campaigns and even carry out split tests (A/B testing).
Concisely, the extra freedom to be creative gives advertisers more control over the ad placement. More importantly, it offers unlimited customer targeting and retargeting options to maximise the ad budget.
To some degree, Facebook Advertising is a type of programmatic mobile advertising. However, it is vital to keep in mind that the primary function of the platform is to act as a social network. Ensure that the ads displayed to the target customers through the platform are non-intrusive to get the best results.
Unlike other digital marketing strategies, programmatic advertising gives advertisers access to many ad networks, ad exchanges, and publishers. You can increase your scope and supercharge the results by using multiple formats such as media-rich interactive and personalized ads to match the needs and search intent of the target customers.
Programmatic display advertising entails automated bidding on a massive inventory of display advertising opportunities. The process is conducted in real-time and allows advertisers to display ads to a select group/segment of customers. It does not include paid search bidding, but header bidding is part of the process.
A programmatic ad strategy is a set of well-planned actions and measures tailored to help an advertiser achieve one or more advertising campaign goals. The actions are based on accurate market data and executed using programmatic advertising tools available.
The advertiser may decide to tweak the strategy to get more results from the programmatic ads as the campaign runs.
Creating a robust programmatic media buying plan will help you get ahead of the competition and achieve results. Here are five steps for creating the best possible plan for your programmatic advertising campaigns.
- Ask yourself the right questions about the campaign goals
- Get to learn anything and everything about the technology
- Leverage a Multi-Platform Approach
- Focus on delivering incredibly creative ads
- There is no one-size-fits-all solution in programmatic advertising
We recommend starting small and taking time to learn the ropes to avoid making costly mistakes, especially with retargeting ads. Every decision that you make should be based on accurate market data. Consult widely and carry out extensive market research to know which online platforms your target customers are fond of, then bid on ad space on those platforms.
Programmatic advertising is laser-focused on reaching individual customers in the large targeted audience with personalised messages just in time when they request it. The programmatic advertising platforms rely on multiple systems with advanced capabilities of predicting users’ search intent and using it to display the most relevant ads.
A demand-side platform (DSP) is a platform that is powered by new technology and represents the advertisers looking for online ad space. It allows businesses to buy different ad spaces from multiple publishers through one interface.
Bids are submitted through the platform, and the DSP is set to assign ad impressions depending on the bid price and specified group targeting options. The highlight is that advertisers get maximum ROI due to the accurate ad placement while publishers profit from selling the ad space at the highest bid price.
DSP is designed to help advertisers manage the buying process. Supply-Side Platform (SSP) is a dedicated platform to help publishers keep tabs on their display inventory. It makes it possible for them to pitch and connect with multiple advertisers and sell ad space at the best price.
The platform is connected to an ad exchange that receives, records, and selects the highest bids in real-time. The main goal of this platform is to ensure that publishers get the highest price for every ad impression by making them available to multiple ad exchanges.
In addition, through the SSP, the publisher can filter out advertisers or channels that don’t match their preferences and price range.
Simply put, each platform is designed to meet the needs of the parties involved in programmatic advertising.
The DSP is meant to help advertisers compare and contrast the ad space and impressions before buying. On the other hand, the SSP helps publishers provide ad spaces to businesses from across the globe by connecting them with multiple ad exchanges.
The two platforms are synchronized and work in real-time to benefit both parties.
There are four main programmatic buying methods, namely;
- Real-Time Bidding
- Header Bidding
- Private Marketplace
- Programmatic guaranteed
- Preferred Deals
Let us briefly look at each of these options.
Real-Time Bidding (RTB)
Real-time bidding (RTB) is a programmatic advertising model that allows buyers to purchase ad spaces through an auction. The spaces are presented in the form of individual impressions, and the buying and selling process is done through a dedicated ad exchange.
The ad exchange is connected to the publishers in the various niches through SSP. Advertisers are connected to the ad exchange through DSP. In a nutshell;
- The publishers provide the impressions through the SSP.
- The ad exchange platform places bid requests for the impressions on the DSP.
- Once the advertiser sees the available ad inventory, they send a bid request to the ad exchange.
- SSP compares all the bids submitted and sells the impression/ad space to the highest bidder. A DMP facilitates the whole process through cookie matching and the exchange of relevant data between the supply and demand platforms.
- Once the transaction is finalised, the ad servers automatically place the creative ad provided by the advertiser to the ad spot on the publisher’s website.
Unlike other digital marketing strategies that take hours, the whole process of finalising the deal and placing the ad on the purchased ad space is completed in milliseconds and as the website page is loading.
Since the whole bidding process is real-time and in an open market, there are no restrictions, and anyone can participate.
Header bidding is quickly gaining prominence in the industry thanks to its success so far. The main highlight is that instead of every ad exchange platform having a separate auction, all the ad exchange platforms bid for impressions simultaneously.
Private Marketplace (PMP)
As the name suggests, a private marketplace is an exclusive trading platform made available to invited advertisers. Due to the closed advertising ecosystem, premium publishers provide ad space or impressions to a handful of big advertisers at premium rates.
In a PMP, the advertiser’s DSP is connected directly to the publisher’s inventory, eliminating the need to have an ad exchange platform. Buying and selling of ad space are done via a real-time auction.
Programmatic Guaranteed is a way of buying ad spots directly from the publisher. Instead of taking part in an auction, the advertisers and publishers agree on a specific price for ad placement and the number of impressions beforehand.
Even though it does not involve any bidding, the negotiations are conducted automatically through a dedicated API.
Preferred deal is the process of providing ad inventory to a select group of advertising partners at a fixed rate. If an advertiser opts not to purchase the ad space, it is available to the RTB or the private marketplace.
This form of programmatic advertising media buying is efficient as it allows publishers to sell their ad inventory to exclusive advertisers. There is also an additional chance to sell via an auction if the advertisers fail to purchase them.
When you gather up all your data, search through it to discover hidden insights, then turn those insights into tangible actions, you can start making marketing strategy and business strategy go hand in hand.
For example, you can use customer analytics to improve acquisition and lifetime value, business analytics to forecast sales and reduce breakage, or media analytics – such as optimising programmatic ROI or connecting TV ads to online sales.
That’s the power of MediaOne Programmatic Services.
In the digital era, brands have mountains of marketing data. It’s hard to extract insight from this data, but it’s even harder to turn this into the actions that deliver results – for example to drive incremental growth through smarter media buying decisions.
This are a few key reasons for this:
- Disconnected data. Data usage is one-dimensional and disconnected. By bridging the gaps between, say, TV, digital and location data, you can find powerful answers to million-dollar questions.
- Mismatched talent. The traditional skills of people in agencies don’t match those of data scientists and AI experts. This means the people who understand the problem can’t speak to those who can find a solution. Campaigns fall flat because the plan, the message and the algorithm are working at cross-purposes.
- Rigid tech. Data management (DMPs) & media buying platforms (DSPs) have been built rigidly to deliver media metrics, not business outcomes. Google’s DSP doesn’t optimize toward ROI, let alone new customers – or high-value new customers. This makes them poor solutions for growth-oriented brands targeting incremental results.
MediaOne Programmatic Services solves these problems by connecting multi-dimensional data, fusing human and artificial intelligence to discover insights, and then turning these into scalable actions through custom integrations into rigid platforms, or placing this information at your fingertips.
As bidding on ad space happens almost instantaneously, manually doing so is not only tedious but also time-consuming. Furthermore, doing so does not yield great results. A programmatic service helps you do everything optimally, and automatically, meaning that you’re not only able to secure more ad space, but also be able to find the ideal ad spaces for your target audience.
Over the last couple of years, we have witnessed a sharp increase in the number of companies offering programmatic advertising. Here is our list of the best 15 programmatic advertising platforms in 2021.
- MediaOne Marketing
- Disruptive Advertising
- Google Marketing Platform
- Appnexus Console
MediaOne Marketing is best known for providing holistic and affordable programmatic advertising services. We take pride in having a team of passionate professionals who have years of hands-on experience. We will not rest until the set goals are achieved.
Get in touch with us for more details.
More than 70% of online ads today are secured through programmatic advertising. Without a programmatic service to help you out, you will be losing out to a majority of your competitors. Programmatic services are gradually becoming a necessity for any business to survive and thrive.
Our programmatic solutions have the people and technology to deliver better outcomes for clients. For example:
- Revenue – our technology partner have developed a ‘cost-per-passenger’ model for Europe’s largest holiday company, Tui, in the process doubling revenue at 30% better efficiency
- Growth – our technology partner is Sprint’s go-to prospecting partner, driving qualified leads that have allowed them to grow their digital business 60% year-over-year.
Profitability – our technology partner helped Avis Budget Group reduce breakage in their sales process through data connection and machine-learned intelligence
There are three main ways:
- Programmatic campaigns
- For brands seeking a managed programmatic service, we have trading teams certified on four major buying platforms (AT&T, Google, The Trade Desk and Amazon) where we run video, display, mobile, TV and out-of-home campaigns.
- The easiest way to get started is a Performance Guarantee: we will deliver a minimum number of pre-agreed outcomes on a test campaign, in order to make sure they meet or beat your existing solution(s).
- Programmatic consultancy
- For brands looking for support with in-housing, we can share our expertise through planning, training and troubleshooting support, which can be tailored to your needs.
- The easiest way to get started is a Consultancy Scoping Session, provided free of charge, where we can explore what you need to achieve.
- Analytics solutions
- For brands looking for support with customer analytics, media measurement, reporting automation or solutions to specific business challenges, our analytics solutions can help.
If you have a specific brief, one of our Solutions Engineers can draft a proposal to address this. Otherwise, brands typically get started with a Data Audit. Data Audits are designed to uncover your data potential, and propose ways in which you can realise this through enhancements to your analytics capabilities. Data audits cost $5,000, which is credited from any future analytics work.
Different platforms charge varying prices for their services. However, the average CPM for programmatic advertising ranges between $0.50 and $2. The cost is significantly lower than the human-driven form of advertising that often exceeds $10 CPM.
Embracing this form of advertising will ensure that you get maximum ROI even when on a tight budget. Be sure to compare the options available and bid accordingly to get the best spots. Also, take advantage of discounts offered by the various platforms to reduce your expenses further.
Still Not Sure?
In Singapore, it is estimated that 82% of the total population have access to internet. The country has the highest smartphone penetration in the world and a majority of the people prefer using mobile devices to access the internet. Based on these facts, it is not difficult to see why businesses are willing to spend thousands of dollars on digital marketing services.
Today, we look at a new advertising technique that has gained a massive traction in the country, programmatic advertising.
If you are unsure of how programmatic advertising works, just take a look at this infographics:
Overview of Singapore Programmatic Advertising
What is Programmatic Advertising?
Programmatic advertising is a new way of marketing products and services by leveraging automated technology. The technology enables marketers to buy media spaces on websites instead of using traditional advertising methods.
It relies heavily on algorithms and data insights to serve ads to the target audience at the right time. The technology is also used to determine the price for each ad. The programmatic advertising ecosystem is made up of three pillars, namely;
- Sell-side Platform (SSP): It allows publishers to sell video, mobile, and display ad impressions to potential customers (marketers) in real-time. It comprises DSPs, ad exchanges, and networks. It also enables publishers to take complete control of their CPMs and inventory.
- Demand-site Platform (DSP): This platform is meant for advertisers and agencies looking to purchase ad inventory cross-platform
- Ad exchanger: Exchange controls how the supply-side inventory collaborates with marketers. The DSP is directly connected to the ad exchange, advertisers, publishers, networks, and agencies to facilitate the purchase and selling of ad space.
Programmatic advertising entails using advanced tool to purchase ads slots digitally as opposed to traditional techniques that entails requesting for quotes, human negotiations, proposals, and tendering process. It is tailored to do away with the conventional, hit-or-miss campaign designs that more often than not result in Singapore businesses spending thousands of dollars on marketing campaigns that end up not delivering the expected results.
The software algorithm is fine-tuned to accurately determine where your budgeted ad money is best spent thereby eliminate guesswork. All you need to do is provide the necessary information about your marketing campaign such as key performance indicators.
Contrary to popular belief, Singapore programmatic advertising is not fully automated. In the past, companies would have to insert ad tags and orders on advertisements manually. With the new software, Singapore online advertisers are able to spend more time improving, optimizing, and monitoring the performance of the ads to ensure that they are working properly.
Asia Pacific region has the highest ad spending growth rate globally and research indicates that by next year, the growth rate will be approximately 33.4%. A research by Magna showed that digital ad spending across this region increased by 5.6% in 2017 to reach $156 billion.
In particular, $56 billion was spent in programmatic advertising in 2017 alone. The gap between US and APAC spending on digital marketing strategy getting smaller mainly because Singapore businesses are aware of the potent power of programmatic advertising.
Another research that was done by Ad Agencies found out that 93% of marketers in not only Singapore but also surrounding countries such as New Zealand and Australia have invested heavily in this form of digital advertising. According to the study, 32% of Singapore businesses allocate more than 50% of their annual digital advertising budget to programmatic ads.
Factors that Fuel Demand for Programmatic Advertising
Some of the factors that fuel demand of programmatic advertising in Singapore include:
- Diverse consumer patterns
- Local networks across the APAC region
- Mobile Growth
Digital advertisers in Singapore need to have customized tactics if they are to succeed in using programmatic advertising to access and take full advantage of the local markets.
Mobile ads generate the highest impressions in the entire APAC region and are responsible for the high demand for programmatic advertising. A study by DoubleClick Ad Exchange revealed that programmatic direct mobile impressions in this region account for 150% of the growth. In 2016 alone, mobile impressions increased by more than 150%. The high mobile growth in Singapore demands for a more sophisticated targeting and RTB that can give businesses the ability to segment their clientele base as well as increase the efficiency of their advertising bidding.
Video is becoming the most preferred format in programmatic advertising deals across major online platforms. This is mainly because video has proven to be a superior way of connecting with a large audience. In addition monetizing videos is easier compared to blocks of text.
Does Programmatic Advertising Work?
Yes, programmatic advertising is very successful not only here in Singapore but also in other developed countries. For example, eMarketer estimates that US total spending on this type of advertisements is $33 billion. This figure is approximately 84% of the total ad-spending budget. 74.5% of that amount is spent on direct setups and private marketplaces.
One of the main reasons why most digital marketers prefer private setups is because it gives them control over the automated ad buying process. Concisely, it is an efficient way of using both resources and time.
How to Leverage Programmatic Advertising in Singapore
Understand the Marketplace
The first thing that you need to do is get to terms with what you are doing. As a digital marketer trying out a new way of advertising products and services, you will be faced with a number of new terms and ideas. Take time to understand them fully to avoid making wrong decisions. For example, study the various programmatic ad terminologies to tell the difference between DSP and SSP.
Just like any other digital marketing campaign, it is important that you have a set of goals that you want to achieve after a certain period of time. Make use of the existing data to determine the level of advertising awareness that you need and then come up with an ideal strategy. The data will also help you to come up with long-term and short-term goals.
Human Investment is required
As mentioned earlier, most people think programmatic advertising is fully automated and dependent on machines and algorithms. A degree of human investment is required for it to work and deliver the expected results. It is also important to point out that there are two different platforms, one that offer fully or half-managed services. There are also some platforms that only provide technical platforms and give you full control over your programmatic ad buying activities.
It is highly recommended to delegate this task to personnel who have the required skills and expertise. They will help you plan, control, and optimize your buying ad activities to suit your brand.
Be Sure to Protect your Brand
One of the major challenges of programmatic advertising is the huge reliance on algorithms. Ads can be displayed in the wrong place or platform thereby compromising your brand’s reputation and credibility.
Avoid this kind of a situation by making sure that your demand-side blacklist is monitored for inappropriate sites that your ads may be displayed on and constantly updated. Thankfully, there are platforms that give marketers an opportunity to exclude an entire category from ad spending.
If your product or service is highly sensitive, make use of a whitelist. This will give the program a list of all approved sites that the ads can be displayed on rather than denied. It will also increase your ability to connect with the target audience. Well, such a platform can be expensive, but it will go a long way to ensure that no unsavoury material that could ruin your credibility is associated with your advertisements.
Be On the Lookout for Fraud
As noted by State of Digital, programmatic ads are viewable between 44% and 55%, but Mediative estimate some companies who have the required technology will end charging digital advertisers approximately $7 million this year. However, the chances of scam are lowered compared to other digital marketing techniques.
Whom are you hoping to reach with your ads? One of the fundamental steps in a successful programmatic advertising is creating relevant and precise targeting that will enable you connect with your ideal clients or prospects. Here are some of the factors that you should consider when building a target for your display campaign based on the market data that you have:
- Demographics: Age, marital status, education, income, location, gender
- Interests: Take time to find people who may be interested in purchasing your products. Strive to create a more specific customer segment.
- Lookalike audiences: Use the information that you have about existing customers from CRM data and website to match potential new customers with similar or related attributes for prospecting purposes.
- Use second and third party data: This is data from other companies in your niche that can complement your data. It’s usually purchased from an external provider.
There are plenty of filters can you can use to build your audience, but remember that the more refined your target audience is, the smaller and more limited your ad reach will be. Your goal should be to strike a perfect balance between having a large pool of audience and relevance to generate a substantial reach for each ad.
Once you have the target audience, don’t just sit back and wait for clients to stream in, analyze the results in real-time to known which sections of the ads need to deleted or improved. For example, if a certain target line is not working, cut it out and spend your money on what’s really working for your brand.
Be responsive to the targeted customer segment and adapt quickly to campaign elements to match them. Doing so will reduce the risk of creating ad blindness.
What is ad blindness? This is when the target audience subconsciously or consciously decides to ignore banner ads. This usually happens if the ads are not targeted or relevant to them.
In the current wake of data-driven marketing trends, creatives are still important. The creatives that you incorporate in your display advertising campaigns can have a major influence on how your audience react or respond to your content.
An expertly crafted, creative advertisement will make the difference between grabbing your target customer attention or not leaving any impression. Your creative, be it rich media such as animations or static (flat image) should be able to highlight your brand, personality, product, and visual identity.
One of the biggest mistakes that companies make is coming up with beautiful visual designs that have no correlation to the products or services that they are marketing. As a result, they end up creating a confusing customer journey that affect the overall customer experience and engagement. Test different variations of the ads to know which one performs best.
Messaging works in a similar way to creatives. Make sure that you are laser focused on the target audience, when writing content for your ads. Use a tone of voice and language that will appeal to the audience. The secret to getting your ad messaging right is by testing. Ad success can never be subjective and so you have to make use of the data on your hands as much as possible to make the right decisions.
Here are tips about messaging that you should keep in mind:
- Simplicity: Stick to the point to deliver the message in a clear way
- Proof: Include customer testimonials and quotes
- Humor and Creativity: Make use of witty references and puns to engage with the audience
- Urgency: Increase specific timeframes to create a sense of demand
- USPs: Pin-point your service or product unique selling points that make them stand out from the rest in the market
As you make a decision on which messaging route to take for every ad, be sure to match the creative with the copy. To generate the greatest engagement, the user experience must be consistent.
Timing is everything and is key to having a successful programmatic advertising campaign. Here are some of the factors that you need to put into consideration.
- Time of the day:The specific time of the day that the ads are displayed will have an impact on the results you will achieve. For example, you might notice more engagement with ads selling B2B products during normal working hours while B2C ads may record high engagement on weekends and payday. Spread your budget over different times of the month and day to see identify one that generates the most engagement. Use the engagement statistics to adjust your spending accordingly to get maximum ROI.
- Frequency:This basically refers how often the ads are displayed to the target customers. Ad frequency should be evenly balanced. It is not wise to have a cap of 15 or so impressions per users but delivering them all within 5 minutes. The ads need to spread out well to prevent bombarding the prospects with the ads. Spreading them out will also help build engagement over time and guide your campaign in the right direction.
- Recency:This is how quickly you display an ad to a potential customer after they have visited your website. It is used mainly for re-engagement and re-targeting purposes to motivate potential customers to visit the website again. Frequency of the ads should be based on the number of days that have elapsed since their last visit on the website. It should also be adjusted based on how engaged the prospects are with your ads and brand in general.
What’s the goal of your programmatic advertising campaign? Retargeting or prospecting. Your call to action should be in line with the objective or goals of your campaign. It is the essential link between your website and the ad, and so it should be desirable, relevant to the audience, and enticing.
If your campaign is sales-driven, create a strong and direct CTA such as; click here, buy now, shop now. On the other hand, a branding campaign can have softer and tempting CTA that is not overly complicated.
Regardless of your objective, your goal when creating the CTA should be to make it as simple as possible so that the audience can identify the desired action and take it. Have different variations and test them to know which one works best for each target customer group. The test results will help you select the most performing combination to implement into your campaign.
Some Of The Players In Programmatic Advertising
Its now evolved into a behemoth of an industry with billions of ad placements occurring every single minute. Here are some of the players in this increasingly crowded marketplace:
Important Programmatic Advertising Terms you Should Know
Cookies: A cookie is a piece of code stored on a web browser that contains information about the user’s unique browsing habits. Websites use this to identify users’ preferences.
SSP (Supply Side Platform): This is a platform that web publishers use to manage their adverts. These’ ads earn revenue for their websites.
DSP (Demand Side Platform): This is a system that enables buyers of digital advertising inventories to manage many ad exchanges and data exchange accounts from a centralised interface.
Ad Server: This is a software that allows websites and advertisers to produce ads. After this, the advertiser can then track the performance of the different campaigns and choose the best-performing ads. There are two varieties-publisher ad servers and advertiser ad servers.
Ad Exchange: This is a platform that allows the buying and selling of digital advertising inventories from several ad networks.
DMP (Data Management Platform): A software that simplifies the management of user data and online adverts.
Pixels/tags: An ad tag is a code within the HTML code of a webpage that denotes the position of a particular advert. It uses the information from cookies to identify the ad that suits the preferences of the user.
RTB (Real-Time Bidding): This is the method used to sell and buy ad inventories. It operates in a similar way to the financial markets, where the ad with most impressions goes for the highest price.
Lookalike: A cookie that is similar to another cookie. Essentially, these are cookies intended for the same target audience.
Contextual: This refers to the context and platform where an ad is displayed.
Retargeting: This refers to displaying another ad to a cookie that had already been identified. It usually happens when a user revisits a website.
Device ID: It is a unique number that identifies mobile devices.
Viewability: A parameter used to monitor the impressions an ad generates in its target audience.
Non-human Traffic: This refers to the traffic generates by robots, unidentifiable browsers and automated impressions.
Programmatic Advertising – The Revolutionary Digital Marketing Strategy
The best time to analyse your marketing strategies and lookup trends is at the end of the year. The above methods can help you get started. However, based on research, one of the revolutionary digital marketing strategies that some brands are yet to adopt is programmatic advertising.
Its potential is unmatched, but before we discuss it, here are two digital marketing strategies that we strongly recommend you adopt moving forward to generate more leads and sales.
Don’t Ignore Video Marketing
Already, you are aware of the mobile-first concept, it’s been around for a while, and Google now uses it as a primary site ranking factor. Video streaming has exploded with affordable mobile data plans across the globe and advanced smartphones.
You can now record a video in minutes and post it online on platforms such as TikTok and generate massive engagement with the audience. We recommend focusing more on video marketing as consumption of this form of content is expected to steadily grow in the coming months and years.
The large number of people who frequently watch YouTube, Instagram reels, TikTok, and Facebook videos is enough proof that video is more relatable than text.
Over the last couple of years, eCommerce has undergone tremendous changes. New ways of connecting with target customers have emerged, and sales increased by 30% between 2020 and 2021.
Social media users can now purchase products directly from Facebook or any other social media mobile app as they watch their favourite videos. Ride this wave by creating shoppable content specifically for posting on social media platforms.
One sure way of grasping your audience’s attention is by using storytelling as opposed to just reviewing products. Compelling shoppable content must adhere to the ABCD format. Below is a breakdown of this format.
- A- Attention – Attract and grasp the attention of the audience with an alluring story of your brand or products
- B- Branding – Come up with robust branding strategies
- C- Connection – Help target customers feel connected with your product by evoking the right positive emotions
- D – Direction – Tell the consumers which action they should take
Ads developed using this strategy have the potential to increase short-term sales by up to 30%.
Now, let us address the elephant in the room – Programmatic advertising. The Covid-19 pandemic turned the world upside down and left marketers with no option but to develop new ways of communicating with customers. Most of the digital marketing strategies used before became ineffective or completely void. Programmatic advertising gained massive traction during this period.
2022 is the right time to rebound and recover what you lost in 2020 and 2021. Here is everything that you should know about programmatic advertising.
Why Invest in Programmatic Advertising?
Spending on programmatic advertising has significantly increased globally over the last year. Many marketers polled confirmed that they plan to spend more on this form of advertising.
Currently, $0.70 of digital ad spending is channelled to programmatic channels and will increase to $0.90 by 2025. eMarketer recently posted that 88.2% of displays ads in the United States will be programmatic by 2022.
Unlike other digital marketing strategies, programmatic advertising is more effective in accurately targeting audiences with affordable and scalable ads. Soon, it will become the primary way of advertising online.
The Rise of Programmatic Advertising
Below are some statistics from Business Insider about programmatic advertising.
- 64% of brands, agencies, and publishers are increasing their spending on programmatic ads
- 30% of marketers who have adopted this strategy record higher ROI today compared to during the Covid-19 storm era
- The growth is powered by the unprecedented transformation of digital marketing strategies by agencies, brands, and publishers.
Even though this form of advertising has been steadily growing over the last 12 months, there are concerns about ad fraud, but that should not prevent you from joining the bandwagon. Increased prioritisation of first-party data in most industries is also a significant factor that you should keep in mind always.
In a nutshell, programmatic is the leading and trusted way of purchasing and selling ad space globally, and the industry is expected to grow by 82% this year.
Programmatic Advertising Trends to Watch Out For in 2022 and Beyond
Usage of Omnichannel Marketing
With most people owning more than two consumer electronics, marketers will embrace omnichannel marketing to reach customers on multiple devices. Ads will be optimised and simplified for viewing on multiple devices without a drop in their quality.
In 2022, advertisers will need to carry out more tests to determine the performance of ads on each of the devices to achieve the expected results. The beauty of omnichannel marketing is that it allows marketers to benchmark and predict customer behaviours.
The reports will be instrumental in maximising the conversion rate of each ad by ensuring that the ad is displayed to the right audience, at the right time, and on the ideal device.
Focus on Online Privacy
Data breaches have become the order of the day, with hackers refining their phishing techniques to steal personal data from computers and smart devices. With one click on a phishing ad, a spyware can be remotely installed on your device.
In 2022, more focus will be on privacy protection to safeguard the target audiences from such vices. Earlier on, we mentioned concern over ad fraud – programmatic advertisers will devise ways of combating this vice as it can be used to steal confidential information.
Since most programmatic advertising is done via social media, the platforms will need to restructure their policy and reconsider ways of getting and using client information as governments limit third-party data usage and sharing on platforms such as Facebook and Twitter.
For instance, the Europe General Data Protection Regulation and California Privacy Act of 2018 make websites more challenging to track cookies. Therefore, advertisers have difficulty targeting users with ads as they previously used to by relying on cookies to know users’ browsing history and behaviour.
All is not lost, though- the new legal framework overrides the previous ways of tracking users’ online behaviour. Still, it allows advertisers to get the data they require with users’ consent. Even though such policies will reduce the data dimension, the approach will improve the data quality.
Use of Voice-Activated Ads
Voice activated virtual assistants have been instrumental in the growth of advertising industry’s and will be one of the crucial trends in programmatic advertising this year. In 2021, Yandex earned revenue of $55 million from its voice assistant, while Amazon sold more than 200 million Alexa-enabled devices.
Voice-activated household goods, clothing, and video game purchases skyrocketed in 2021. Experts project that voice-activated devices will be widely used to make purchases and conduct searches on Google and other search engines.
As a result, advertisers will develop voice-activated ads to target this select group of customers. Using new technology, they will optimise ad spots for the smart devices with in-store ads, visuals, and audio. They will also rely on technology to map customer paths.
Post Cookie Data Optimisation
There are rumours that Google will soon remove third-party cookies, thereby leaving most traditional marketing strategies heavily relying on them in limbo.
Last autumn, Firefox revealed that it would soon restrict third-party cookies. As a result of that announcement, bid rates dropped by almost 40% in Germany, where the browser is dominant, and so did the publisher revenue.
Total spending on identity solutions is expected to hit $4.1 billion in Europe and $8.2 billion in the United States in 2021. Adopting different solutions that are safe to the users and legal is the most reasonable response to the changes in the market.
Consequently, the programmatic advertising industry will develop advanced ways to identify target customers to generate and maintain income from digital ads.
Rise of Digital Out-of-Home Ads
Digital Out-of-Home ads will become more popular as new technology will facilitate targeting of customers with ads. For example, mobile location data will spark and enhance offline conversations. Determining audience size by monitoring foot traffic and trading outdoor ad spaces will soon be faced out.
Outdoor programmatic ads will take centre stage and help advertisers plan audience and buy ads while providing a seamless experience to customers.
Wearable devices such as smartwatches have gained massive traction across the globe. In 2019 alone, more than 305.2 million wearable devices were sold worldwide, and the figure is expected to increase to 490 million by 2023.
These devices will significantly fuel programmatic advertising by providing data on various facets such as location, lifestyle, health, and many more. All this data will help target qualified prospects with ads.
The savvy customers are more demanding and wiser. Advertisers will use programmatic advertising to structure the ad message to resonate with the customers based on the data made available by the intelligent wearables.
Modern Ads for OTT and CTV
First, CTV stands for connected television while OTT means Over-the-top. The growth of the two industries has had a significant positive impact on the future of programmatic advertising. In a recent report by eMarketer, there are more than 200 million CTV subscribers, and the number is expected to reach 204.1 million in 2022.
Streaming service providers such as Amazon Prime, Netflix, and Hulu are widely used for OTT advertising. PwC predicts that programmatic TV advertising will account for 33% of the global TV revenue this 2021.
Programmatic advertising generates massive revenue from platforms such as Pandora, SoundCloud, and Google. Spotify and podcasts have also started to become increasingly popular, with Spotify recording a 94% increase in revenue in 2018.
How to Create a Programmatic Advertising Strategy in 2022
Based on the above programmatic advertising strategies, we have come up with several factors to guide you when creating a programmatic advertising strategy in 2022.
- Monitor your KPs carefully as old metrics such as cost-per-click and last-click attribution will no longer matter. Focus more on providing quality ads and use metrics such as reach, attention, and response to gauge the performance of the ads.
- When split testing cookie-less solution, evaluate every aspect to get a clear perspective of the campaign and make the right decisions.
- Fine-tune your first-party data strategy to stay ahead of marketers who are still using traditional digital marketing strategies.
- Create robust TV programmatic ads through personalisation and available market data to make ads compelling.
- Like the traditional digital space, the programmatic advertising industry is dynamic. Keep tabs on the changes and trends to generate income from the ads. Incorporate changes and trends that are compatible with your marketing strategy and always be open to new ideas.
Today, advertisers can rely on programmatic advertising strategies and ad technologies to analyse the market and effectiveness of their ads to deliver the intended message and motivate leads to take action. More importantly, they can use dynamic ad creatives to customise and broadcast highly targeted and personalised messages to the target customers.
Pay close attention to the trends and continuously monitor the programmatic advertising strategy to get the maximum results. It would be best if you didn’t immediately ditch all other marketing strategies you have been using. Instead, gradually offload them to avoid a major dip in revenue as customers get accustomed to the ads.
Programmatic advertising success is the sum of the aspects highlighted above and none of them should be sidelined. Make sure that each element of the campaign is properly optimized to achieve the expected end results. Every decision that you make before and when the campaign is active should be based on real-time data to get maximum returns. You can contact MediaOne, an experienced programmatic advertising agency in Singapore that can provide you with a trial consultation about your requirements to reach your target audience in the shortest time and lowest budget.