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Programmatic Train…all aboard!

11 Jan, 2017 McKell Naegle

The programmatic train continues to gain speed in the digital marketing world as we head into the new year.

There are a lot of companies that haven’t gotten on board quite yet, but it’s good to note that programmatic banner ads are the majority of what we see on the internet today. 2016 brought significant growth in programmatic advertising, and there’s a lot of data predicting it will only continue to grow in the years to come.

Programmatic campaigns allow you to retarget and prospect audiences in real time. The systems are constantly bidding for the cheapest spot. Armed with some key audience insights, it allows you to target your consumers specifically and timely with the push of a button. You can even mediate your micro moments and create ads that will be bid in real time to capture the right prospecting audience.

There are some great strategies you can utilize when it comes to programmatic targeting. Here are some we use with our clients:

  • Abandon Cart ads
  • Ads that tell a brand story
  • Prior-target ads designed to recapture attention
  • Retargeting ads encouraging the client to come back
  • Time sensitive offer incentives
  • Videos are available for customer information
  • Mobile-specific ads
  • Micro-moments engagement
  • Online TV ads
  • Interest-specific ads
  • Audience-specific ads

To get started, all you have to do is think of your ideal target customer. What are they interested in? How do they interact with your site? How do you want them to interact with your site? You can even upload an email list to target previous customers. Then you let the system do the rest. 

It may not be the cheapest method, but it’s about valuing the payoff and the lifetime value of your customer. We always suggest running a campaign for at least three months so the system can gather and utilize the site traffic.

Throughout the years, the digital marketing world has continued to grow and expand its capabilities. Programmatic seems to be the direction that digital marketing is moving toward in 2017 and we don’t want you to miss out. What would you pay to get prospecting clients and retarget them?

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