Programmatic advertising guide
Programmatic advertising seems to be hot! List of useful links and resources to learn more about this effective online advertising method
What is programmatic advertising really? (Quick read about Google’s current plans for programmatic here)
There is a lot of confusion about the terminology around programmatic advertising, RTB (Real Time Bidding) and other such new terminologies. Check our the guide above to get clarity on what programmatic buying and selling is all about.
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2016: Google are expanding and experimenting even more with programmatic advertising. Things like geolocation, dayparting and demographics are expected to improve in 2016. Google’s intention is to offer more sophisticated (targeted) advertising opportunities.
What’s great about that – if they succeed – is that it will be a win-win-win situation. One where the end consumer is happy about the advertising that took place and subsequently interact, which makes the advertiser happy. If the advertiser is happy so is Google. Or at least in theory 😉
For marketers programmatic advertising seems to represent endless opportunities. But, mind you, it is not a walk-in- the-park. Work is involved. Experimentation is needed. Creativity on many levels – including smarter copy.
If you do it right, you’ll benefit from an increase in relevancy. And that goes two ways: advertisers reaching the right audience, but also audiences seeing the right ads. This should lead to better conversion. I suppose that the focus isn’t necessarily cheaper conversions, but better conversions that may lead to an increase in customer lifetime value.
Gooooooooooooooooooooooogle are focused on what they call Micro Moments – learn more about that here and of course mobility is a big part of that.
More programmatic advertising resources
Seeing that this new way of advertising has been gaining a lot of ground recently, there are plenty of resources explaining the principles on the net. Vendors like Sociomantic regularly publish new insight. And so does Google Himself 😉 Check this page on Google Think
IAB, for example, publishes a lot of good stuff about all areas related to online media and online advertising. Here are a few links you might find useful;
> Programmatic advertising simplified (opens PDF)
> Building programmatic sales capabilities
I’ll advice you to sign-up for the IAB newsletter to get the latest news on anything related to online advertising. It is usually good stuff – and a quick read.
You might also find this article from Adage useful – go to see The CMO’s Guide to Programmatic Buying here
Finally: have a look at this guide to buying programmatic advertisements and check out Markedu webinars to see if they have a free webinar offering more insight on this topic. (In Portuguese her or Danish here)