Programmatic Advertising: Ultimate 2022 Guide

Programmatic Advertising: Ultimate 2022 Guide

FLC Group - Programmatic Advertising
Programmatic Advertising

What is programmatic advertising?

Programmatic advertising is the automated transaction of buying and selling advertising online. It’s the process of using different platforms to sell inventory on publishing sites and on the advertising side, buying inventory and placing ads on a publisher’s site.

Why choose programmatic marketing?

Following are the list of the benefits of programmatic advertising

  1. Real Time Bidding – Programmatic advertising allows us to make campaign adjustments at any point, in real time
  2. Efficiency – With the help of automation, it speeds up the process of buying and displaying ads online. Once the ad placements are purchased and the design work is complete, you can start generating new clicks or purchases right away.
  3. Transparency – In programmatic advertising, we have access to the purchase price of an ad, the platform it’s running on, the number of impressions, clicks, and other interactions. Also, you can access audience browsing and buying habits.
  4. Variety of channels – With programmatic advertising we can reach our target audience across many different channels:
    • Display
    • Video
    • Mobile
    • Native
    • CTV and more

How much does programmatic advertising cost?

Programmatic is typically traded on a CPM basis, meaning the cost per 1,000 ad impressions.

CPMs can range wildly based on the quality of the list and the level of targeting.

The higher the quality of inventory, or the more specific you want to be in your targeting, the higher the price.

Prices also vary by industry, device, format, and placement on the page.

On average, programmatic CPMs range from around $0.50 to $2 CPM.

The low cost of programmatic offers an enormous benefit for small businesses with limited marketing budgets.

If you’d like to know more about Programmatic advertising check out our website and feel free to reach out to us

Why marketers are focusing on Experiential Marketing

Why marketers are focusing on Experiential Marketing

Traditional marketing practices such as television, radio, and print advertising are known to be a form of communication that delivers the brand’s message either verbally or visually. Experiential marketing on the other hand helps the brand engage with the consumer by interacting with them through as many senses as possible. Instead of merely receiving information on the brand and its products, experiential marketing aims to create a series of events where consumers are provided with the opportunity, to taste, touch, learn and experience the product prior to making the purchasing decision.

More often than not, experiential marketing was known to be used by brands to supplement traditional marketing campaigns. However, over time brands have started to understand how independent experiential marketing programs can also strongly influence their consumers.

The primary reasons for this can be identified as the following:

  • Statistics from Blackjack Promotions state that 89% of consumers want to try a product before they buy it.
  • Brands are starting to sense how difficult it is to connect with consumers through traditional marketing methods, as they grow more and more likely to block and ignore ads.

As stated by the CMO of Mastercard, Raja Rajamannar, with the amount of clutter the consumers have to cut through on a daily basis, their attention span has been reduced to 6 seconds. In order to inspire the consumer in that amount of time, it is imperative for a brand to develop customer relationships by allowing them to co-create the brand’s marketing program. This in turn will imbed a memorable and emotional link in the consumer’s mind about the brand.

An article on AdWeek identifies how several brands such as Jaguar, Absolut, Mastercard, and more have started investing in experiential marketing to work on creating a substantial relationship with the consumer in order to induce customer loyalty. This is primarily because through experiential marketing brands can have a conversation with the consumers where there is a dialogue going back & forth hence allowing them to listen and understand their needs, wants, or concerns.

Having said all of the above, in today’s day & age the importance of social media, has slightly altered the KPIs for experiential marketing. Brands have noted that if the experience isn’t being documented and amplified on social platforms the exercise becomes worthless.