Advertising has evolved, it’s now ‘programmatic’. However, this cutting-edge technology has apparently become problematic for some old-school marketers.
We are living in the era of the fourth industrial revolution where disruptive technologies and trends such as the Internet of Things, robotics, virtual reality, and artificial intelligence are reshaping our future. But still, when some people hear the word programmatic, their brain starts seizing up, and the head starts spinning.
And that word really scares people. A lot.
This fear keeps them off the track from trying something new. Even if it’s going to help their business grow. Even if it’s going to generate more leads for their business. In this article, we will try to address some common misconceptions about the programmatic advertising and explore ways to help you get over your mobile in-app advertising fears.
Understanding Programmatic Advertising
In simple words, the automated buying and selling of online advertising are dubbed as programmatic. Programmatic advertising enables advertisers to get the highest ROI by streamlining the process and consolidating digital advertising efforts through one technology platform. This channel could be an ad network, an ad exchange or a DSP.
Programmatic platforms have been growing their inventory and database such that any format and any channel can be accessed programmatically today, including mobile, desktop, tablet, audio, digital outdoor and connected TV.
Programmatic advertising technology ensures the efficiency in the ad buying system as it removes human errors from the process wherever possible and optimizes the campaigns guided by continuously updated data. Probably that’s why a brand marketer of a financial group once said this to DigiDay;
“Programmatic is the worst thing that happened to advertising and is our only hope for the future.”
Resolving common misconceptions about in-app programmatic advertising
It is generally perceived that ‘programmatic-advertising’ only relies on static banners which are usually less engaging. On the contrary, programmatic advertising is not only leveraging rich media creatives but also using interactive formats such as rewarded-video ads in mobile games to increase engagement of users.
Programmatic doesn’t rely on third-party data to target audience as it supplements first-party data with carrier-grade data for a more holistic view of consumers. Mobile audience must never be considered the remnant inventory as smartphones have emerged to be the most personal screen which is even popular than TV. According to research by Magna in 2017, programmatic ad spending reached $209 billion worldwide while TV ads brought in relatively stagnant growth by reaching $178 billion.
It is also a common misconception that platforms that use programmatic advertising do not consider open exchange buying. Notwithstanding, the ‘programmatic advertising’ carefully chooses between open exchange buying and private marketplace deals depending on need.
Some people also confuse that programmatic is not prioritizing trust and transparency. However, in programmatic advertising, ad networks prefer to buy inventory from publishers who have implemented app-ads.txt files which designate only authorized digital sellers of their ad inventory. Meanwhile, programmatic also enables buyers to verify the entities who are either direct sellers or intermediaries in the selected digital advertising opportunity for purchase.
Programmatic advertising develops highly targeted and unique audience segments for all the campaigns of advertisers. For instance, mobile in-app advertising networks like ConsoliAds uses an effective strategy for targeting audience which is called ‘Appographic’. In this type of advanced targeting, micro-categories are created based on specific consumer behavior and interests to target users more effectively.
To conclude, in-app advertising has evidently become the fastest growing form of mobile advertising in the modern era of digital marketing. According to the latest stats by App Annie, the total number of app downloads last year was around 194 billion. The audience which is targeted through mobile apps has more potential to be closely aligned to the marketing and advertising efforts that eventually help marketers get the most value out of their ad spend.