As you start implementing your marketing strategy in 2023, it's important to leverage the power of large sporting events, political elections, and of course domestic and international holidays. Whether you’re a business or an agency, programmatic advertising is a great way for you to connect with your audience online. As buying behaviors become less passive and more active, knowing how to effectively engage with your audience wherever they are online is crucial.
Launch a Multi-Channel Media Strategy
One of the most popular avenues companies are diving into is Connected TV, also known as over-the-top or OTT advertising. With streaming services becoming more popular over the last few years, Connected TV campaigns have been proven to reach larger audiences than ever before, giving brands the tools they need to attract more customers. Today, marketers are trying to outsmart rather than outspend with their advertising budgets. Media experts predict the streaming industry is expected to be worth an astonishing $330 Billion by 2030, with over 85% of U.S. households having at least one video streaming subscription. With upcoming sporting events taking up primetime TV spots, viewers will be tuned in to their TV or connected devices. This presents a great opportunity for advertisers to reach their audience while they are relaxed and focused on the content they enjoy.
Along with connected TV advertising, there are a handful of additional channels to connect with your audience. Display, Web/Mobile Video, and Digital Audio are a few options that enable you to drive your consumers down funnel. These channels are highly targetable and can be used to drive more traffic to websites and ultimately create more conversions. Launching two or more of these types of campaigns at once, can create brand recall and ultimately give your ad a leg up on any competitor not actively utilizing programmatic. As the great Henry Ford once said, “Stopping advertising to save money is like stopping your watch to save time.”
Measure Your Impact Correctly
Building brand awareness has become a fundamental component of any marketing journey. The most important goal when launching a new advertising campaign is to generate a story behind the messaging, advocate the benefits of the product or service, and generate customer trust. With those three core elements built into any campaign, customers will naturally feel more connected to your ad. You may also find it beneficial to use a variety of benchmarks and equations to accurately measure the success of your campaign. A few metrics to review are:
- Impressions - Number of times an ad is shown to users
- Click-through rate (CTR) - Number of clicks/impressions served
- Conversion rate - The number of (sales, sign-ups, or other goals for your campaign)
- Return on investment (ROI) - Revenue that was generated from the ad campaign
- Cost per action (CPA) - Cost of the campaign / the number of conversions.
By defining your targeted audience and measuring conversions correctly, programmatic advertising can be both cost-effective and easily implemented into any marketing strategy. To ensure the success of your campaigns, it's essential to establish clear goals and objectives. This allows for transparency and measurable progress and helps to ensure that your efforts are focused and effective. By identifying your campaign goals early, you can streamline your efforts and achieve optimal results with minimal effort.
Let The Tech Do The Heavy Lifting
In conclusion, programmatic advertising offers a great opportunity for businesses to connect with their customers compared to social media or other forms of marketing. Between upcoming holidays and sporting events, there are plenty of opportunities to get your ad in front of the right people, in the right place, at the right time.
For those new to the industry, and looking to dive into the world of programmatic, Brandzooka offers a free self-service paid advertising platform that enables agencies and businesses to launch campaigns with a few simple clicks. By utilizing the services offered by Brandzooka, you can enhance your business goals and open the door to new opportunities that were once only available to larger corporations. With no minimums or contracts, Brandzooka also offers an abundance of premium inventory to diversify your advertising spend.
If you’d like to learn more about how programmatic advertising can boost your marketing efforts, subscribe to our blog! Have questions about the platform or simply want to review inventory options? Feel free to connect with one of our seasoned account executives by scheduling a call here. Platform walk-throughs are also available at your convenience. Visit Brandzooka.com to learn more.