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After going from a run-first backup QB at Penn State to leader of No. 7 Kentucky, Levis’ next giant leap could be as a top pick in the NFL draft.
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I’m going to go ahead and say it: programmatic advertising is the future. Although it’s a relatively new concept compared with other forms of marketing, spending on programmatic advertising is growing yearly.
Omnichannel marketing, audio and in-game advertising, voice-activated advertising, and 5G are just some of the factors fueling its growth, and they’re going to take programmatic advertising into 2023 and beyond.
Now, enough about the future. What if you’re not so familiar with this type of marketing? How does programmatic advertising work? How are others using it? More importantly, is it right for your business?
In this article, I discuss all of that and more, starting with the basics.
Programmatic advertising is the automated buying and selling of digital advertising space over the internet.
Here’s how it works.
Two main platforms are involved: a supply-side platform and a demand-side platform.
By using programmatic technology, ad space gets bought and sold in real-time through automated auctions on a demand-side platform (DSP). This process happens instantaneously, with the winning ad displayed on the publisher’s website or app. This means that ads can be bought and sold more efficiently and at a lower cost.
When targeting ads, marketers first identify their target audience and then set parameters, such as geographic location, age, gender, interests, etc. They also specify how much they want to pay for each ad view or click.
If you’d like a deeper dive into this topic, here’s a detailed article on programmatic buying for PPC.
A supply-side platform (SSP) is an automated platform that enables the sale of ad space to businesses.
It is hugely popular, with top brands like Lacoste, Aldi, and Turner Sports using it, and global programmatic advertising spend is set to exceed $700 billion a year by 2026.
Why the growing popularity?
Aside from the ease of automation, programmatic advertising allows for better targeting of specific audiences. The golden rule with this type of marketing is it only does well if you target the right prospects with your ads.
Programmatic advertising relies on data, meaning marketers can direct their ads to people based on their interests, location, internet searches, or even what they’ve bought before. All this makes the ads more relevant to the individual, and likely results in more clicks and conversions.
For instance, if you’re selling health foods in California, you’d want to target fitness enthusiasts in the area.
Publishers also benefit from programmatic advertising because it allows them to sell ad space more efficiently. They can target specific buyers interested in their content and sell ad space on an impression-by-impression basis.
Second, programmatic advertising is efficient and effective. For many marketers, programmatic advertising is an ideal hands-off approach to buying ads; it allows advertisers to buy ad space in real-time, which means they can get their ads in front of the right people quickly and at a lower cost than traditional methods.
Third, programmatic advertising is constantly evolving. Marketers can use it to target not only consumers, but also businesses. As new technologies emerge, programmatic advertising is likely to grow and adapt, becoming even more effective.
However, perhaps the main reason behind programmatic advertising’s success is simple: it gets results.
For example, when Grapeseedmedia.com worked with Lights.com, the campaign created a Return on Advertising Spend (ROAS) of 316 percent, a Cost Per Acquisition (CPA) of $26, 179 newsletter signups, and a 25 cents cost per page visit. This is four times the industry benchmark.
Another case study shows how a campaign for Grand-Hyatt achieved revenues of $1, 647,787 during the nine months it worked with the agency. In addition, by using display advertising, Facebook, and Google, the agency gained:
The strategy behind the campaign included:
Now, let’s look at the different types of programmatic advertising available.
There are three types of programmatic advertising and four main formats available:
Open Auctions: Otherwise known as real-time bidding (RTB). This process is where ad inventory is bought and sold via a DSP or SSP.
Private Auctions: These are sometimes called ‘closed deals’ and are only open to invited bidders.
Preferred deals: Rather than auctioning ads, these provide programmatic advertising at a fixed price to a buyer.
Typically, programmatic advertising comes in four formats: display, video, banner, and in-app ads.
You’ve read all about the benefits, but how do you know if programmatic advertising is the right fit for your business? That depends on a few factors, such as your target audience and marketing goals.
Below are some reasons why you might want to consider using programmatic advertising:
Volume targeting: if you’re looking to reach a large audience quickly and easily, programmatic advertising may be a good fit for you. Through automation, programmatic platforms allow you to focus on specific audiences according to interests and behaviors to reach more people in less time.
Managing your budget: As programmatic advertising lets you target specific groups, it can be budget-friendly. However, depending on the size of your business, the advice is to spend no more than 6-20 percent of your overall marketing.
Additionally, there are occasions when programmatic advertising may not be for you. If view-through-conversions aren’t of value to you and you haven’t tried display advertising before, then programmatic advertising may not be the ideal match.
Programmatic advertising uses cost per mile (CPM), meaning you’re charged per 1,000 impressions.
However, other factors impact the cost of programmatic advertising. These depend on several factors, such as the type of system used (real-time bidding or private exchange), the amount of competition for ad space, and the quality of the ad space.
In addition, prices depend on:
Another benefit to consider is how programmatic advertising avoids the risk of overpaying for ads, which could save you money long-term.
Usually, costs can vary from 0.50 – $2.00 per impression, which is more affordable than traditional advertising.
Suppose you’re looking to introduce programmatic advertising into your marketing mix. In that case, you can do a few things to help get your campaigns off to a flying start, like:
Defining your objectives: What do you want to achieve with your programmatic advertising? Do you want to increase brand awareness, drive increased website traffic, generate more leads, or improve your ROI? Once you know your objectives, you can start setting specific goals and determine how to measure them.
Set realistic goals: It’s important to set achievable goals; otherwise, you’ll only be setting yourself up for disappointment. Be sure to consider factors like budget and available resources when setting your goals.
Decide on your Key Performance Indicators (KPIs): KPIs measure if you’re on target regarding your business goals. For example, if you were working on SEO, featured snippets might be a desired KPI. Everyone wants something different from their programmatic advertising campaigns. Therefore, the KPIs you choose stem from what you’re hoping to achieve and what success means to you. Some key performance indicators to keep an eye on include:
Decide on the type of ads to use: You can select from In-app ads for getting more downloads, banner ads for brand awareness and retargeting, video advertising for engagement, and native advertising for brand awareness and engagement in a user-friendly format.
Sign up for a DSP: Examples include Amazon DSP, MediaMath, or RocketFuel. However, there are plenty more, and it’s best to do your own comprehensive research before you decide which platform is right for you.
Create your budget: Some networks have pre-determined budgets, while with others, you work to your budget. There are a lot of different resources out there on how to optimize your budget.
Decide who to target: This is when it gets personal. Ideal customers are identified by many factors, including interests, buying behaviors, location, languages, operating systems, and plenty of other factors.
Choose your SSP: Turn to options like Google Ads Platform, AdSuite, or OpenX to get you started in your search.
Next, upload your creatives and set up your ad markups.
Use the above only as a guide, and follow the step-by-step instructions for your chosen platforms.
Once you’ve launched, analyze your data and keep tweaking until you get the results you’re looking for.
Finally, I’ve got another article for you if you’re looking for more ways to implement programmatic advertising.
Now you see the potential of programmatic advertising, here’s a look at some success stories.
Agency Pubmatic worked with a Chinese mobile app games developer with an audience of 40 million. The developers sought a suitable in-app monetization solution to improve the overall customer experience and scale demand.
Pubmatic’s solution was an Openwrap SDK, which allows advertisers to optimize their in-apps earnings. The result was:
For another example, World of Warcraft is one of the most popular online video games with a turnover of $6.9 billion. However, that doesn’t mean its makers, Blizzard, didn’t want to reach out to new audiences. It wanted an advertising campaign that would:
To achieve this, Advent Technology used in-app advertising in the form of rewarded video advertising. It also:
The campaign led to an 8.6 percent click-through rate, compared to YouTube’s average of 0.33 percent for audible and viewable on complete (AVOC).
In the fast-approaching cookieless society, we’re likely to see more focus on customer engagement through impactful and engaging creative media based on quality over quantity, with more emphasis on engagement-driven metrics. Artificial intelligence is also likely to play a role in programmatic advertising in the future.
Programmatic advertising is a type of online advertising that uses computerized systems to purchase ad space in real-time. Advertisers bid on ad space through an auction system, with the highest bidder winning the ad spot.
Programmatic display advertising is a type of online advertising that uses programmatic technology to purchase ad space and target audiences.
It may sound like a new development, but programmatic advertising has been with us since 1994. The first banner ad was for AT&T’s ‘You Will’ advertising campaign.
If you’re looking for an effective and efficient way to reach potential customers, then programmatic advertising could be your answer.
Not only is programmatic advertising affordable and it can deliver you a high ROI, it automates buying digital ad space, saving you much-needed time.
Programmatic advertising also lets you target your ideal customers with precision, while delivering ads in real-time, potentially saving you money.
However, this type of advertising may not be suitable for everyone, especially if you haven’t started with regular digital marketing and don’t have a lot of data to go with.
Do you use programmatic advertising? How does it compare with other methods?
Helios (https://www.gethelios.dev) | United States | Full-time | Remote | Sales and Marketing Leadership
hey folks we’re looking for sales and marketing leadership at Helios. We’re a fast growing startup in the world of Distributed Tracing successfully selling in Israel but looking to expand to the US.
Remote (so anywhere in the US), not interested in agencies, but good people. If you or someone you love might be a fit hit me up: Kendall at gethelios.dev
https://gethelios.dev/position/head-of-sales/
https://gethelios.dev/position/head-of-marketing/
A startup like this offers unique experience for fast-growth, learn a lot. see a lot etc…
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There’s no doubt that PPC ads work, but what if you want to take your advertising to the next level? Well, you can with Twitter carousel ads.
In 2020, Twitter Carousel Ads made their debut. More recently, Twitter announced multi-destination functionality for advertisers that want added flexibility and the capability to target different groups with unique URLs and headlines.
However, let’s not get too carried away, because I’m here to explain all the basics today. I’m also going to discuss the best practices, give you tips for creating Twitter carousel ads, and show examples, all to improve your chances of success with the format.
Ready? Let’s get started with the fundamentals.
Twitter carousel ads are a newer form of advertising that allows businesses to showcase multiple images and videos in a single ad.
Marketers can use these ads to tell a story or highlight a product or service, while users can swipe through the edge-to-edge images. Advertisers can also use carousels to direct visitors to landing pages and apps and combine images and videos for greater versatility.
You create Twitter carousel ads like regular PPC ads on the platform, and you can target them to specific users based on interests, demographics, and behaviors.
Carousel ads offer businesses an easy tool to increase engagement and connect with more customers on Twitter, helping increase brand awareness, drive website clicks and conversions, and generate leads.
The possibilities are endless when it comes to using carousel ads on Twitter. You can also use Twitter carousel ads for:
Additionally, suppose you’re looking for a new way to grab attention. In that case, this is another reason why you should use Twitter carousel ads. This model offers many advantages, including:
More precise marketing: Everyone who uses Twitter knows that the character limit is 280 characters, which doesn’t always give advertisers enough space to sell their products adequately. However, adding multiple images and videos means advertisers can convey more information in a single Tweet and provide a unique URL/headline to encourage the type of customer you’re looking for.
More installs and click-throughs: When Twitter tested its carousel ads, it found it boosted average click-through rate by 15 percent and installs per impressions an average of 24 percent compared with its regular single asset ads. With Twitter’s multi-destination website carousel ads, beta testing showed a 20 percent increase in click-through rates compared with single-asset ads and a 25 percent increase in click-through rates for ‘campaigns that optimize for site visit conversions relative to single-asset ads.’
Access to analytics: Twitter offers analytics and metrics, so you have a clear illustration of how your carousels are performing, and then you can adjust your campaigns according to the data.
Ease of use: You can create Twitter carousel ads by following step-by-step instructions and adding your media.
Engagement: The carousel’s design allows users to swipe seamlessly across images for added engagement.
Achieve your objectives: Do you want more app downloads and video views or to create awareness? Well, you can set your campaigns to achieve all of these things and more.
Even if you’re new to the world of marketing and you don’t know how to advertise on Twitter, it’s simple to get going with this ad format. Just follow these steps:
To set up Twitter carousel ads, begin by navigating to ‘Ads Manager.’ From there, select ‘creatives,’ and ‘Tweet composer.’ Then:
Finally, there’s Twitter carousel ads printable templates available if you want to brainstorm and practice before hitting ‘Tweet.’ You can download this from the ‘Twitter media guidelines’ page above.
Comic book app Comico specializes in content like comics and manga; one of its main forms of income is in-app purchases. The Japan-based company uses Twitter carousel ads to share teasers of its most popular content.
By posting teasers on Twitter, Comico engages social media users and encourages them to click through and read the rest of the story.
Here’s an example of one of its posts.
Twitter’s carousel ads are also perfect for showcasing items. Hyundai is just one company using this format to highlight its latest vehicles with design reveals to intrigue prospects, display videos, and news.
Here’s an example from Hyundai’s Twitter feed:
Hyundai combines its ads with engaging, enticing text and a URL to get people to click through to its website.
Skincare brand CeraVe is no stranger to Twitter advertising, using takeovers, which offer a mass reach, allowing your brand to build brand awareness and promote tweets.
However, CeraVe used Twitter carousel ads to detail the stories of four nursing staff. When CeraVe used these ads in combination with its other advertising, it achieved a 59 percent increased engagement and +19 percent higher impressions than Twitter’s usual internal benchmarks.
When creating a carousel ad, there are a few best practices to follow to ensure that it’s effective.
First, check that all your carousel’s images are high quality and relevant to your product or message. Also, use a strong headline and call to action for each image. For instance, to spur people into action, you can offer a discount, use the word ‘free’, or create a sense of urgency with time-limited deadlines.
You can also do the same with headlines. Don’t forget to stress the uniqueness, use power words, and include ‘you’ to personalize your tweets.
Second, make sure that your carousel is well-designed. The images should be easy to navigate, and the text should be easy to read.
Third, make sure that your targeting is accurate. Only target likely users of your product or service.
Finally, test and optimize your carousel ad campaign regularly. Try different images and copy, and see which combinations work best for you.
Here are some more best practices for Twitter carousel ads:
Yes, Twitter started carousel ads in 2020 and introduced multi-destination Twitter carousel ads in 2021.
A carousel ad contains several images or videos that rotate (or “carousel”) as you scroll through them.
Organic carousel ads are possible on Twitter. Just deselect the ‘promoted only’ box in the Tweet composer.
Relevance and A/B testing should be at the top of your list. However, you also want attention-grabbing imagery with a clear call to action, and detailed descriptions that detail the features and benefits.
Twitter carousel ads are a great way to showcase various products or images in a single ad. This type of ad is especially effective for e-commerce businesses or companies with multiple products. You can use carousel ads to tell a story, highlight different features of a product, or show off different products in a collection.
They are eye-catching and allow a lot of information to be conveyed in a small amount of space. In addition, Twitter carousel ads are interactive, which makes them more engaging for users.
When used effectively, carousel ads are a powerful tool in a marketing campaign and offer greater click-throughs and engagement.
Do you use carousel ads? How are they working for you?
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A bill to avert a government shutdown cleared a key procedural hurdle in the Senate Tuesday after lawmakers stripped a proposal from Sen. Joe Manchin on energy permitting reform from the legislation.
By a vote of 72-23 the Senate agreed to proceed to debate on the temporary funding bill, which will keep government services operating until Dec. 16. This sets Congress on track to likely clear the bill through both chambers and send it to President Biden’s desk before government funding runs out midnight Friday.
MANCHIN ENERGY PERMITTING PROPOSAL STRIPPED FROM FUNDING BILL AFTER GOP, PROGRESSIVE OPPOSITION
Senate Appropriations Committee Chairman Patrick Leahy, D-Vt., said that the Manchin, D-W.Va., proposal was the only sticking point in their chamber. And House Majority Whip Steny Hoyer, D-Md., has been adamant his chamber won’t allow a government shutdown.
MANCHIN ‘DIDN’T EXPECT’ REPUBLICANS TO JOIN BERNIE SANDERS IN OPPOSITION TO ENERGY PERMITTING BILL
“It is unfortunate that members of the United States Senate are allowing politics to put the energy security of our nation at risk,” Manchin, said in a statement announcing he would ask Senate Majority Leader Chuck Schumer, D-N.Y., to remove the permitting reform from the funding bill.
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Schumer Tuesday said the Senate will come back to the energy permitting reform issue later this year, as per a deal he made with Manchin last month.
Tom Brady and Gisele Bündchen’s marital troubles are reportedly not due to infidelity.
According to a new report, while rumors of adultery are unfounded, the 45-year-old NFL star and the 42-year-old Brazil-born supermodel have recently “grown apart.”
“There is absolutely no accusation of cheating on either side,” an insider told Page Six.
“Tom and Gisele have recently struggled to make their marriage work and have grown apart,” the source claimed.
The source added that the embattled couple spent most of the summer living apart after taking a family vacation to the Bahamas with their son Benjamin, 12, and daughter Vivian, 9, in July.
Following their trip, Bündchen and the children spent three weeks at their home on the Nicoya Peninsula in Costa Rica, but Brady did not join them.
In addition, Page Six reported that the seven-time Super Bowl champion vacationed alone in the Bahamas with Benjamin and Vivian during his 11-day break from the Tampa Bay Buccaneers training camp in August.
“Gisele wasn’t there in August. It was Tom’s time alone with the kids,” the source noted.
The two, who have been married 13 years, reportedly have been trying to work through their issues but have been living separately with Bündchen living in New York while Brady has been staying in Florida to be close to his team.
Upon returning to camp, Brady had hinted at the pair’s marital woes during a press conference ahead of the Buccaneers’ first home game Sunday.
“It’s all personal, you know. Everyone’s got different situations that they’re dealing with,” the California native said.
“We all have really unique challenges to our life. I’m 45 years old, man. There’s a lot of s— going on, so just gotta figure out life the best you can. It’s a continuous process.”
Meanwhile, the source dispelled a previous report that the couple had an “epic row” over Brady’s decision to “unretire” from professional football in March.
“There wasn’t an epic fight,” the insider said.
“Gisele has no problem with Tom returning to football. She wants him to be happy and wants him to play if that is what he wants.
“There was never an ultimatum set down for Tom to choose between football or her. Their problems are more about the distance that has been created between them over a longer period of time.”
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Previous reports had indicated that the couple’s rift stemmed from Bündchen’s disappointment over Brady’s decision to return to the NFL as she had hoped that he would spend more time with his family in retirement.
The Vogue cover star was also conspicuously absent from Brady’s game Sunday at Raymond James Stadium in Tampa, Florida.
The game was attended by Benjamin and Vivian as well as Brady’s 15-year-old, whom he shares with ex-girlfriend Bridget Moynahan, 51.
The quarterback was seen sharing a sweet moment with his children in a video shared by the Buccaneers’ Twitter account. He stopped to hug Vivian and kiss her on the forehead and embraced his sons before taking the field.
“Gisele continues to be dedicated to her kids and is working on personal projects,” a source told People magazine.
The Buccaneers lost their home opener to the Green Bay Packers, 14-12.
Representatives for Brady and Bündchen did not immediately respond to Fox News Digital’s request for comment.