Programmatic advertising is a relatively recent and very lucrative form of direct-response advertising. While it is similar to traditional advertising methods (and may, in fact, have its roots in some forms of direct-response advertising) the main difference is that it is performed directly by the advertiser. For example, instead of purchasing ad space from a publisher or print company, an advertiser can buy space from a website owner (or affiliate marketer) directly. This means that when someone visits a site, the advertiser can direct the visitor to their landing page and then get paid by the site for each click. It is also possible for publishers to programmatically respond to the ads.
While this form of advertising has been around for a while, only recently has it become so popular that marketers are choosing to use it as part of their marketing mix. The reason why people are choosing to use programmatic is because it allows them to be in complete control over who sees their ad, what they are shown, and how much time the ad spends on their site. While there are certainly other benefits to using programmatic, this list of the top five is a great place to start.
First, programmatic is very cost effective. It allows advertisers to purchase only the ad spots they want, which eliminates a number of costs associated with traditional advertising. Because the cost of the ad is the advertiser's responsibility, they have more control over where their ad is displayed, how long it stays, and what kind of content is being provided on the site. With no publisher intervention, advertisers can spend money on things like higher conversion rates or better behavioral targeting.
Second, programmatic is highly effective. A good way to determine if your ad is performing well in terms of conversion rate is to read the analytics on your ads to see what kind of results the tracking is reporting. Many advertisers report good results in the low single's to double's. Another great way to tell if your ad is doing well is to read the comments on the ads you buy. If you notice that a lot of people are commenting on the quality of the ad or its effectiveness, then your ad is likely performing well.
Third, programmatic offers a number of different ways to target the ads. Unlike traditional advertising, advertisers have a wide variety of ad placements and landing pages to choose from. It is not uncommon for advertisers to choose to advertise on a blog, a blogroll, or even a side box of text on their website. There are many more landing pages to choose from than with traditional advertising. This gives you more options to choose from when it comes to choosing which words to place on your site or which ads to pay for.
Finally, full control over your campaign is important. By paying through the ad network, you are able to see which keywords and ad groups are paying the most and which ones are not paying the best. This means you are more able to track which parts of your site are having the most success, which are having the most traffic, and which ad placements are having the most problems. As you gain more knowledge about this method of advertising, you will find the more you can achieve with it. Find out more details in relation to this topic here: https://en.wikipedia.org/wiki/Advertising.
