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Category: Programmatic

  • Advanced Techniques in Programmatic Advertising for 2024

    Advanced Techniques in Programmatic Advertising for 2024

    As technology advances and consumer behaviours shift, the landscape of programmatic advertising continues to evolve. Marketers are increasingly directing substantial portions of their media budgets—up to 50%—toward programmatic methods. This shift reflects a broader trend that’s set to propel programmatic advertising to over $300 billion by 2026, according to Statista. As we delve into the latest techniques, it’s clear that innovations in automation, data analytics, and targeting are reshaping how businesses approach their advertising strategies, making it essential for marketers to stay ahead of these developments.

    AI-Driven Optimization: Maximizing Efficiency and Performance

    Artificial intelligence (AI) is revolutionizing programmatic advertising by enabling real-time optimization of bids and targeting. With AI-powered predictive analytics, marketers can dynamically adjust campaigns based on user behavior, historical performance, and even external factors like market trends. This not only improves the efficiency of ad spend but also ensures that ads are served to the most relevant audiences at the right time.

    For example, a B2B tech company can use AI to target decision-makers in specific industries by analyzing their online behavior and engagement patterns. If the AI detects that a potential customer is researching similar products or services, it can automatically increase bids to ensure the ad is displayed prominently. This level of precision helps businesses maximize their ROI and drive higher conversion rates.

    Contextual Targeting: Adapting to the Cookieless Future

    As third-party cookies continue to phase out, contextual targeting is becoming a crucial strategy for reaching the right audience. Unlike traditional keyword targeting, contextual targeting aligns ads with the content on a webpage, ensuring relevance without relying on user data. This approach not only respects privacy but also enhances user experience by serving ads that complement the content they are already consuming.

    For instance, a B2B marketing agency might place ads for its services on articles about digital transformation, ensuring that the ad appears in a context that resonates with potential clients. This strategy can increase engagement and brand awareness while maintaining compliance with privacy regulations.

    Cross-Device Attribution: Understanding the Full Customer Journey

    In today’s multi-device world, understanding the customer journey requires a holistic approach. Cross-device attribution allows marketers to track user interactions across different devices, providing a comprehensive view of how customers move through the sales funnel. This insight is critical for optimizing ad spend and tailoring messaging to different touchpoints.

    Consider a B2B software company targeting executives who browse content on their smartphones but finalize purchases on desktop computers. Cross-device attribution enables the company to attribute conversions accurately, ensuring that marketing efforts are optimized across all devices. This not only improves targeting but also helps in allocating budgets more effectively.

    First-Party Data: Building Trust and Personalization

    With the decline of third-party data, first-party data has become a goldmine for marketers. By collecting data directly from customers, businesses can create more accurate audience segments and deliver personalized ad experiences. This data is often more reliable and privacy-compliant, as it is gathered with user consent.

    For example, a B2B financial services provider can use first-party data from its email subscribers to create targeted campaigns. By analyzing past interactions and preferences, the provider can deliver personalized content that resonates with each segment, ultimately driving higher engagement and conversions.

    Programmatic CTV and Audio: Expanding Reach on Diverse Platforms

    As consumers continue to embrace connected TV (CTV) and audio streaming, programmatic advertising is expanding into these channels. Programmatic CTV and audio offer new opportunities to reach audiences on platforms like Hulu, Spotify, and podcasts, allowing businesses to diversify their media mix and engage users in new ways.

    For instance, a B2B cybersecurity firm can run targeted ads on CTV platforms that reach IT decision-makers during their favorite shows or podcasts. This approach not only broadens the firm’s reach but also taps into the growing trend of consumers spending more time on non-traditional media channels.

    Privacy-Focused Targeting: Navigating Data Regulations

    With data privacy regulations like GDPR and CCPA reshaping the digital landscape, marketers must prioritize privacy-first practices in their programmatic strategies. Privacy-focused targeting methods, such as unified ID 2.0 and contextual targeting, help businesses comply with regulations while still delivering effective ads.

    Unified ID 2.0, for example, allows marketers to target users across the web without relying on third-party cookies, providing a privacy-conscious solution that aligns with modern data standards. By adopting such technologies, businesses can maintain consumer trust and avoid potential regulatory pitfalls.

    Advanced Audience Segmentation: Delivering Hyper-Targeted Campaigns

    Audience segmentation has always been a cornerstone of effective advertising, but in 2024, it’s about to get even more sophisticated. By leveraging data on demographics, interests, behavior, and purchase intent, marketers can create highly detailed audience segments that allow for hyper-targeted campaigns.

    For example, a B2B SaaS company can segment its audience based on industry, company size, and role within the organization. By tailoring messaging to each segment, the company can deliver more relevant ads that speak directly to the needs and pain points of its target customers. This level of personalization can significantly boost engagement and conversion rates.

    Conclusion

    Looking ahead, programmatic advertising is poised to advance even further, driven by innovations that promise to redefine digital marketing. With the integration of AI-powered optimization, enhanced contextual targeting, and sophisticated cross-device attribution, B2B marketers will have the tools to navigate the complexities of the digital landscape with greater precision. Embracing first-party data, programmatic CTV and audio, and privacy-centric approaches will not only bolster campaign effectiveness but also position businesses to capitalize on emerging opportunities.

  • Optimizing Publisher Buys Programmatically

    Optimizing Publisher Buys Programmatically

    Programmatic buys are a way of digital advertising in which the buyer and the seller agree to sell and purchase the inventory directly from one another. For the longest time in digital media people have been buying many publishers’ inventories after having a conversation with the partner.

    The marketing team then keep an excel collated record of the same. In this setup, however, one does not have a view of duplicated reach on these platforms (i.e., the same customer/s seeing ads multiple times across publishers at a frequency which is more than the desired frequency)

    As the programmatic and ad serving ecosystem evolves, the answer to better reach tracking comes here. For quite some time now, ad serving platforms and programmatic DSPs have solved it.

    What is Programmatic Advertising?

    Knowing programmatic advertising gives brands the way to market that will streamline their efforts. There are six steps to showcase how programmatic advertising works in the marketplace:

    1 – Publishers list available ad space on an exchange using a Supply Side Platform (SSP).

    2 – The publisher website contains a way to send data to a Demand Side Platform (DMP) about the user, website, and ad space.

    3 – An advertiser adjusts ad targeting and budget parameters using a Demand Side Platform (DSP).

    4 – The DSP connects with the DMP to find inventory that suits the advertiser’s needs, then the request is sent to the auction.

    5 – The exchange takes an ad to match with impression opportunities using algorithms.

    6 – The DSP sends to SSP to display the ad to the user.

    Types of Programmatic Buys

    There are different types of direct deal campaigns, which include the following:

    Private Auctions (or Private Marketplace – PMP, Private Exchange) – In this type, a select number of advertisers has access to an inventory segment at a set CPM price. The campaigns then compete at price-priority, winning and filling when they’re the highest bid. The buyers are not obligated to have a spend minimum. 

    Preferred Deals (Programmatic Non-Guranteed) –  A more intimate, one-to-one discussion between a publisher and advertiser  where they agree on a price and terms for inventory. Preferred Deals give advertisers access by inventory because bids are prioritized over open-market. Advertisers are the ones in the preferred deals who aren’t obligated to have a spend minimum.

    Programmatic Guaranteed Deals are almost like a preferred deal where the publisher and advertiser negotiate price and terms, but the purchase of inventory is guaranteed. Publishers get a guaranteed stream of incom, and advertisers get access to reserved, premium inventory.

    Programmatic Buys – The Challenges

    The key problem is controlling frequency across different publishers can be a challenge by running campaigns in silos. Considering the audiences overlapping with each other across multiple publishers are at a high rate the instances of Overexposures become higher. 

    Additionally, a brand may find the task complicated by keeping a check over each media separately.  Thereby having no control over wastage of Marketing spends. However, with consolidating all your Publisher buys Programmatically, it helps you to optimize your overall Media spends more effectively. 

    Few programmatic DSPs are equipped with consolidating all your Publisher deals together and there by applying a common frequency capping which further helps in avoiding overlap of audiences and reaching out to new users against the impressions saved by one common frequency.

    Programmatic Buys – The Benefits

    Below are the benefits of running a Publisher deal Programmatically via a DSP:

    Transparency

    A PG Deal gives transparency to the Advertiser showcasing where the Ads are being run by the Publisher, unlike a Direct Deal where the Advertiser has no direct view for the same and the dependency is largely on the excel sheet shared by the partner. 

    Ad-serving platforms can also achieve this with great ease. You can build relationships with buyers more directly, which helps increase trust and loyalty.

    Guaranteed Inventory on CPM buying

    In a PG Deal an Advertiser gets a guaranteed number of Impressions especially at a fixed Cost-per-thousand (CPM), which is not the case in an Open Auction campaign. So if you are sure about the publisher/site, in terms of audience and brand sync, then going this (PG deal) route is better.

    Direct campaigns also generate above-average CPMs by grouping valuable traffic to give the buyer more confidence in the purchase. Publishers who incorporate direct ad sales improve eCPM than other publishers relying on the bids from open-market.

    User level frequency capping 

    Through a PG Deal, an Advertiser can restrict over exposure caused by running Direct deals in silos and overexposing the audiences more than the required frequency. It can be wasteful of impressions when there’s too much exposure.

    Incremental Reach

    Through consolidating PG buys and applying campaign-level frequency it helps in widening audience reach to incremental users within the same media spends. Since consolidating multiple PG buys under a single campaign it helps in saving Overlap within audiences as well.

    Re-investment of Media Spends

    By consolidating multiple PG Deals under a single campaign and applying frequency over the same, the DSP can reduce Impression wastage, which is then re-invested into reaching out to additional users within the same amount, unlike a Direct deal, where the Advertiser doesn’t have the visibility of consolidated savings.

    One view

    A DSP helps the Advertiser get a single view, avoiding the hassle of switching between different media buys and managing multiple data points. It also saves a ton of time when needing to purchase in real time to keep up with demand.

    Audience and Demographic layering

    Layering Affinity and In-Market audiences are available in some DSPs like DV360, and clubbing the same with demographic targeting in age and gender provides a more refined result.

    Live Dashboard

    Programmatic DSPs provide a dashboard that helps get a view of the Additional users reached through common frequency capping on a real-time basis. This also solves for proper data keeping, which is otherwise missed when multiple separate Excels are managed.

    Conclusion: A Case Study

    In a case study published with Google and HDFC Life, all consolidating PG buys were under one campaign. It limited overexposure caused by the execution of campaigns directly, and applied campaign-level frequency.

    Additionally, DV360 reinvested the funds saved by common frequency capping to reach out to more users within the same budget. The overall media savings due to this activity are around 12-15% where and then the incremental reach was at 4.3M.

    The moral is that you don’t have to spend as much on ads when you use Programmatic buys, and you can end up with far superior results. Master the art of effective advertising and adapt programmatic buys for optimization.

  • What is CoMMeT and Its Benefits?

    What is CoMMeT and Its Benefits?

    Programmatic advertising offers brands unparalleled benefits, including precise targeting, efficient ad placements, and data-driven optimization.

    However, the proliferation of programmatic channels – ranging from Standard Display, Youtube, OTT and digital out-of-home (DOOH) to connected TVs (CTVs) and native ads – introduces complexities in campaign management. Let’s take a deeper look at these complexities and explore how CoMMeT can help-

     

    The Many Challenges of Managing Programmatic Advertising

    When it comes to programmatic advertising, especially when a brand a leveraging multiple platforms, some of the most common challenges they face are-

    ●       Accurately Tracking Performance Metrics

    Tracking performance metrics accurately across channels requires sophisticated analytics tools and integrations, often leading to data silos and discrepancies.

    ●       Ensuring Consistency

    Each channel has its own audience demographics, content formats, and engagement mechanisms. This makes it challenging for the brands to ensure consistency in messaging and brand image.

    ●       Bid Strategy and Budget Optimization

    The dynamic nature of programmatic advertising auctions demands constant monitoring and adjustment to get the most from ad investments.

    Programmatic Advertising Simplified with CoMMeT

    CoMMeT (Connfluence of Media, Measurement & Technology) is an innovative solution for programmatic marketing as it helps streamline and automate the complex media buying process. It leverages LS Digital’s proprietary marketing tools along with third-party resources, AI advancements, ad technology APIs, and advanced measurement techniques to deliver data-driven insights.

    CoMMeT empowers marketers with real-time optimization capabilities, enabling them to adjust allocations and strategies based on advanced insights and performance metrics across programmatic channels. Through automation, it helps free up valuable time and resources for marketers so that they can better focus on strategic initiatives and creative endeavours.

    What Can CoMMeT Do?

    Here are some of the highlights of CoMMet and its vast capabilities-

    ●       Programmatic Advertising Centralized

    CoMMeT centralizes all the various programmatic channels, allowing brands to deploy campaigns across channels, including pDOOH, CTV,  Youtube, Standard Display, Native, OTT buys , audio, and more.

    With the help of this centralized system and its detailed data visualization capabilities, marketers can derive holistic insights into their campaigns and make informed decisions.

    ●       Improved Campaign Management

    The combination of AI and technology makes CoMMeT a one-stop solution for managing all the critical aspects of programmatic advertising, including media buying, creative optimization, and measurement.

    With media consolidation across platforms, it makes it easier for marketers and brands to understand the impact of branding on performance.

    ●       Expanding Reach and Boosting Efficiency

    By centralizing programmatic advertising and streamlining campaign management, CoMMeT also helps enhance audience reach and marketing efficiency. With real-time reporting, marketers can make timely, data-driven decisions to ensure they reach the right audience at the right time.

    The solution also generates real-time reports of audience reach, frequency analysis, and campaign performance to prevent deduplication of reach, minimize redundancy, and maximize the impact of marketing efforts.

    CoMMeT: Redefining Programmatic Advertising

    While programmatic advertising offers numerous benefits, brands should prioritize optimizing their management process to unlock greater efficiency.

    By combining LS Digital’s proprietary tools and advanced technologies like AI, CoMMeT can help marketers leverage a multi-channel programmatic advertising strategy. Brands can harness the power of CoMMet to streamline programmatic campaign management, maximize ROI, and achieve their marketing objectives with greater efficiency and effectiveness.

  • What Should Marketers and Entrepreneurs Know About Programmatic Digital Out of Home (pDOOH)?

    What Should Marketers and Entrepreneurs Know About Programmatic Digital Out of Home (pDOOH)?

    In the last few years, programmatic advertising has gained prominence in the marketing landscape, transforming the way brands connect with the audience. With automated bidding, real-time campaign optimization, and precise targeting, it helps create more effective campaigns, generate more sales, and boost ROAS (Return on Ad Spend).

    And with the introduction of Programmatic Digital Out of Home (pDOOH), these programmatic capabilities are no longer limited to online ads. Let’s take a look at what is pDOOH and its benefits to help marketers and entrepreneurs supercharge their marketing initiatives.

    What is pDOOH Advertising?

    Digital Out of Home or DOOH is a popular form of outdoor advertising that uses digital media, such as digital billboards, screens in public places, and digital signage, for displaying ads. It utilizes digital technology to replace traditional static billboards and posters with dynamic, eye-catching, interactive, and often more engaging content.

    Programmatic Out of Home or pDOOH can be considered an upgraded version of DOOH, adding programmatic ad-tech capabilities to offline advertising. It automates the buying and selling of DOOH advertising spaces and serves highly relevant ads to people in the physical vicinity. With the help of automated bidding and algorithms, pDOOH allows marketers to reach highly targeted audiences.

    What are the Benefits of pDOOH Advertising?

    1. Precise Targeting

    If you think DOOH offers excellent targeting options, pDOOH elevates the game by providing unparalleled accuracy and dynamic capabilities for reaching your audience. It allows you to target audience based on factors like location, demographics, time of the day, weather conditions, and more.

    For instance, a high-end fashion brand can leverage the dayparting capabilities of pDOOH to showcase chic workwear in the morning and glamorous eveningwear in the evening on screens located around fashion districts, popular urban hangouts, trendy cafes, etc.

    2. Real-Time Optimization

    A significant advantage of pDOOH over DOOH is real-time campaign optimization based on performance metrics.

    This includes adjusting the bidding strategies, modifying ad content, and refining target parameters to boost the effectiveness of your campaigns. For instance, the same fashion brand can aggressively bid during peak hours to secure prime pDOOH spots and ensure maximum visibility to its target audience.

    3. Automation and Efficiency

    pDOOH with its automation and efficiency can revolutionize the entire lifecycle of campaigns, benefiting both the advertisers and the media owners.

    For advertisers, automation eliminates the need for manual negotiations and transactions during the buying process. Through programmatic platforms, they can access a wide array of digital ad spaces and efficiently manage multiple campaigns simultaneously. For media owners, automation simplifies the selling process and allows them to monetize their digital screens with greater efficiency.

    4. Improved Measurement and Analytics

    Marketing initiatives are now all about numbers and KPIs. Programmatic platforms offer robust measurement and analytics tools, allowing advertisers to track the performance of their campaigns in detail.

    Some of the most common pDOOH metrics include-

    • Impressions
    • Conversion Rate
    • Engagement Metrics
    • Reach and Frequency
    • Geolocation Data
    • Weather and Environmental Data
    • Bidding Metrics

    Is pDOOH Advertising Right for Your Brand?

    pDOOH advertising can be highly beneficial for any business that seeks to engage with its audience in physical spaces through dynamic, highly targeted, and contextually relevant ads.

    Brands can collaborate with a leading digital marketing agency to thoughtfully plan and creatively execute a pDOOH campaign to make the most of this new-age mode of offline advertising.

  • Media Consolidation Through Programmatic DV360: Streamlining Digital Marketing Efforts

    Media Consolidation Through Programmatic DV360: Streamlining Digital Marketing Efforts

    The rapid expansion of the digital ecosystem means consumers are accessing content through various devices, including smartphones, laptops, connected TVs, and tablets. And each of these devices has its own channels and apps.

    For brands, this has made media fragmentation a growing challenge as they struggle to reach the target audience through multiple touchpoints and platforms. Media consolidation through programmatic DV360 can be an effective solution to streamline the management of advertisements across channels.

    What is Programmatic DV360?

    In simple words, programmatic advertising uses algorithmic tools and automated technologies for media buying. Display & Video 360 (DV360) is a Demand Side Platform (DSP) by Google for enterprise-level programmatic advertising.

    It enables advertisers to plan, execute, and measure their digital campaigns across channels, including display, video, audio, and native ads, from a single unified interface.

    Why Media Consolidation with Programmatic DV360?

    ● Extensive Reach and Ad Formats

    As one of the most popular DSPs for programmatic advertising, DV360 has an extensive reach of over 80 desktop, mobile, Over-The-Top (OTT), Connected TV (CTV), and linear TV ad networks and exchanges. Moreover, it reaches over 90% of the World Wide Web.

    If multiple ad formats are what you’re looking for, DV360 offers a plethora of options, including display ads, video ads, mobile ads, audio ads, OTT/CTV ads, and more.

    ● Streamlined Campaign Management

    Another significant advantage of programmatic DV360 is its ability to centralize the entire ad campaign management process.

    Advertisers can effortlessly handle all the important aspects of their campaign, such as audience targeting, budget allocation, performance monitoring, and creative assets, through a single interface. The streamlined workflow can help save time and resources while enhancing efficiency.

    ● Variety of Media Buying Options

    DV360 also offers various media buying options, including Programmatic Guaranteed (PG). It is a more effective way to reserve premium ad inventory and offers features such as advanced targeting, consolidated reporting and billing, and tagless trafficking.

    According to a Google report, a consulting company spent 30% less time on campaign management compared to traditional reservations with DV360’s PG media buying.

    ● Holistic View of Audience Data

    Programmatic DV360 uses advanced data analytics to understand the target audience comprehensively. It consolidates audience data from multiple sources, like websites, mobile apps, and social platforms, to help advertisers create more precise and relevant audience segments.

    This ensures that the right message reaches the right audience at the right time to significantly improve the ad campaigns’ effectiveness.

    ● Optimized Ad Spends

    Media buying consolidation through programmatic DV360 enables advertisers to eliminate redundancies and optimize their ad spending.

    With access to a broader range of inventory and more refined targeting, brands can allocate their budgets more effectively, ensuring every dollar they spend on advertising generates better ROI.

    Efficiently and Conveniently Leverage Top Ad Channels with Programmatic DV360

    Media consolidation with programmatic DV360 has emerged as a transformative force in online advertising. With its vast reach, streamlined campaign management, and optimized ad spending, programmatic DV360 can help advertisers optimize their digital marketing initiatives.

    Brands that extensively rely on digital ads can partner with a leading digital marketing agency to leverage the programmatic capabilities of DV360 to efficiently utilize their ad budgets and reach their target audience across channels and devices.

     

  • 5 Programmatic Advertising Trend You Cannot Ignore in 2022

    5 Programmatic Advertising Trend You Cannot Ignore in 2022

    The ability to streamline ad purchases and offer audiences at scale has made programmatic a go-to digital advertising solution. While programmatic advertising is hailed across the world, Indian marketers are more heavily invested than their peers.

    According to an ExchangeWire report, only 2% of the advertisers are not using programmatic advertising in India compared to 33% in Japan, 9% in Australia, and 6% in Indonesia. But just like other advertising channels, knowing the latest programmatic trends is the first step to making it work for your business.

    Here are the top 5 programmatic advertising trends that advertisers and digital marketers should not ignore in 2022-

    1. CTV Advertising

    CTV or Connected TV advertising ruled the roost in 2021. A report suggests that between 2020 and 2021, CTV viewing increased by 31% in India. The digital transformation in the country coupled with viewers steadily switching to CTV and OTTs from conventional linear TV encouraged advertisers to add CTV to their programmatic marketing mix.

    Advertisers can tap into the vast potential of CTV advertising to make the most of their marketing budget in 2022.

    2. Omnichannel Marketing

    India has one of the fastest-growing electronic devices markets. The sales volume for smartphones, tablets, and smartwatches has been consistently rising throughout the country. With the help of an omnichannel programmatic ads strategy, advertisers can target such devices.

    One of the biggest advantages of programmatic advertising in this regard is its ability to customize the ad offerings for each device for higher engagement.

    3. Reducing the Reliance on Cookies

    Since the introduction of programmatic advertising in digital marketing, cookies have played a critical role. While Google has delayed the phasing out of 3rd party cookies to 2023, advertisers should start working on a transition strategy for the cookieless future from 2022.

    Rather than expecting a silver bullet, 2022 can be the time for advertisers to search for identification alternatives that can help them generate revenue from online advertising.

    4. Contextual Advertising

    Cookies encouraged advertisers to look past contextual targeting and focus more on behavioural targeting as it enabled advertisers to collect user information without their agreement.

    With India all set to introduce its own set of GDPR-like data protection laws, contextual advertising might be one of the biggest digital advertising trends in 2022. In contextual advertising, cookies are not required as it does not target individual users.    

    5. Mobile Gaming Advertisement

    According to a report, there are around 430 million mobile gamers in India, which is expected to surpass 650 million by 2025. Using programmatic ads on mobile gaming apps could be an effective strategy for advertisers in 2022 and beyond.

    As programmatic advertising solutions allow advertisers to reach the right audience in the right place and at the right time, using the advertising channel to reach the target audience through mobile gaming apps could deliver impressive ROI.

    Making the Most of Programmatic Advertising in 2022

    With 2022 around the corner, it is an excellent opportunity for advertisers and marketing agencies to start working on their programmatic advertising strategy for the new year. Adopting the top trends or taking inspiration from them to create a personalized programmatic strategy can effectively reach the target audience and improve ROI.

    The assistance of a reputed digital marketing company could help improve the effectiveness of your ad campaigns and unlock the hidden potential to take them to the next level.

  • The Time to Join the Programmatic DOOH Revolution is Now

    The Time to Join the Programmatic DOOH Revolution is Now

    While OOH (Out-of-Home) advertising has been around for a long time in India, the rise of digitization and the introduction of pDOOH (Programmatic Digital OOH) took the industry by storm. The ability of pDOOH to extend a brand’s reach to the right audience at the right place and at the right time made it a vital component of digital strategies.

    However, the COVID-19 pandemic that resulted in lockdowns across the country severely impacted the swift growth path of pDOOH media. With people forced to remain indoors, out-of-home advertising was no longer a practical option for most brands and marketers.

    But now that the country is opening up, it could be an excellent opportunity for brands to leverage this powerful marketing media. Here are some of the top reasons that make pDOOH an excellent addition to any digital strategy-

    1. pDOOH Saves Marketers Time

    The pandemic has had a significant impact on consumer habits. In the post-pandemic world, one of the most critical duties of marketers is to readjust their digital strategies to better align with consumer demands. In other words, marketers already have a lot on their plates. The time efficiency offered by pDOOH could come in handy in this scenario.

    With traditional media buying, there is a lot of negotiations with ad agencies and 3rd parties. But pDOOH automates this buying and selling process to ensure that marketers have more time to focus on other core duties.

    2. Accessible to Smaller Businesses Tool

    With experience turning into the most important deciding factor for consumers during the pandemic, it is now possible for smaller businesses to compete with larger organizations. pDOOH also makes out-of-home advertising accessible to smaller brands with limited budgets and smaller teams due to its cost-effectiveness and time-efficiency.

    pDOOH uses automated digital platforms where buyers can search for inventory they’d like to bid on. Buyers and sellers can directly interact and launch ad campaigns with the click of a button. Small and mid-size businesses wanting to compete with industry leaders can add pDOOH to their marketing mix to boost their competitiveness.

    3. Effectively Target Demographics

    With pDOOH, marketers can select specific conditions, like CPM (Cost Per Thousand) and impressions for the ad. Apart from the immediate considerations, you can also set conditions based on custom data, store proximity, time of day, etc.

    Only when the specified conditions are met will the ad be displayed, and you’ll be required to pay. In other words, the chances of hitting the target demographics are significantly higher with programmatic DOOH. With every brand looking to make the most of their marketing budgets, pDOOH is definitely worth considering.

    4. Preparing for the Cookie-less World

    As 3rd party cookies will be phased out next year, marketers who heavily rely on programmatic marketing strategies are searching for alternative ways to target audiences and track their behaviour. The combination of personalization and localization offered by pDOOH can be used for creating innovative ways for consumers to engage and interact with brands.

    Moreover, the ability to remotely make creative changes to the pDOOH campaigns at the touch of a button also offers the flexibility to tweak or adjust the advertisements in real-time.

    Make pDOOH Part of Your Digital Campaign Today

    The pandemic was nothing more than a hiccup in the growth trajectory of pDOOH marketing in India. If anything, there are multiple reasons that have only boosted its relevance in the post-pandemic world.

    Brands can consider working with reputed digital marketing agencies to make the best use of this high-impact ad format and keep up with the changing consumer habits.

  • The Time to Embrace Programmatic DOOH is Right Now

    The Time to Embrace Programmatic DOOH is Right Now

    According to a study by Markets and Markets, the global DOOH (Digital Out-of-Home) advertising market is expected to surpass $26.21 billion by 2023. But the COVID-19 lockdowns imposed in most countries significantly damaged the growth trajectory of this outdoor advertising channel.

    With people forced to remain indoors, brands preferred spending on mobile and desktop ads while OOH advertising took a backseat. But as outdoor life is now resuming, 2021 could be the year when you finally start embracing this effective advertising channel. Here are some of the top reasons why brands should add programmatic DOOH to their marketing mix-

    1. The End of 3rd Party Behavioural Targeting

    With Google planning to end 3rd party cookies by 2022, profile building and behavioural targeting are expected to become more challenging for digital marketers. It is only a matter of time that marketers would be required to look for alternatives to engage the audience.

    While OOH has been one of the oldest forms of marketing, the combination of technological advancements that programmatic digital offers make them more effective. According to a report on Financial Express, the number of smart digital billboards in India is rising too.

    As the DOOH inventory will increase, it will be easier for the brands to reach their target audience out of their homes.

    2. Time to Build Trust

    Brand loyalty took a beating since the pandemic began across the world. Consumer behaviours changed as most people struggled with falling incomes. Rather than spending on travel, apparel, and footwear, Indians focused on purchasing the essentials such as household supplies and groceries. In the process, they often had to switch to brands offering more value-for-money options.

    According to a study by Nielsen, OOH is also one of the most effective ways for brands to build trust.

    If improved brand awareness and loyalty are your marketing goals for the remaining part of 2021 and beyond, programmatic DOOH deserves a prime spot in your marketing plan.

    3. DOOH Encourages Online Action

    Another study by Nielsen highlights the effectiveness of DOOH ads in encouraging consumers to take online action. For instance, offline ads can encourage people to search for the brand or product online. Moreover, personalization and contextual relevance are also getting increasingly important for marketers, especially when it comes to hyperlocal marketing.

    Programmatic DOOH ads, with their dynamic creatives that can be triggered based on traffic, weather, inventory, etc., effectively fulfil these requirements to make your OOH ads more effective.

    Programmatic DOOH to Boost Your Marketing Strategy in the Post-COVID World

    With programmatic DOOH set for exponential growth in India, now is the right time for brands to embrace this innovative form of marketing to reach more people, build trust, and improve brand awareness. As the pandemic has significantly changed consumer behaviour, this can be the right time to embrace this technology to comply with the changing trends.

    As an early bird, you have the opportunity to influence the whole DOOH landscape in the country. Get in touch with a reputed digital marketing agency to know more about programmatic DOOH and how it can take your business to the next level.

  • Programmatic DOOH Advertising- Transforming Ad Viewers into Brand Engagers

    Programmatic DOOH Advertising- Transforming Ad Viewers into Brand Engagers

    While DOOH is still in its nascent stages in India, it has been growing steadily in India for the past few years. It offers many advantages to marketers and brands over traditional OOH advertising. 

    However, it is programmatic advertising gives wings to your DOOH ad campaigns. Marketers can club the many advantages of programmatic advertising with their DOOH campaigns to drive better response and increased Ad ROI. Some of the benefits programmatic advertising offers are;

    • Laser-focussed targeting increases the chances of conversion.
    • Contextual ad display helps in increasing brand engagements.
    • Better transparency in media buying leads to reduced ad spends.

    Being direct and fast with its delivery, pDOOH helps brands get across their relevant messaging to their target audiences. Let’s look at how pDOOH can help brands with increased engagements.

    Visibility and Recall

    Being essentially OOH, DOOH is better immuned to ad-blockers compared to online ads of today. The potholes encountered by online marketing and advertising simply does not exist in the out-of-home dimension. This helps brands maximise their reach and even help them retarget their audience with more precision, all without the risks of digital advertising.

    Location-based Targeting through Geofencing Capabilities

    According to the 2020 Neilson report on DOOH, 60% of the DOOH ad viewers visited the store nearby after interacting with the ad. Location-based campaigns drive actions just like conceptualised or topical campaigns. This works especially well to increase customer footfall. Audience profiling and geolocation aid greatly in targeting the correct audience in the right place and at the right time. Marketers can leverage on pDOOH ads by fixing them near POI (Point of Interests) for increased visits to a store. 

    pDOOH Offers Creative Flexibility

    Let’s face it; regular OOH ads can get boring and obsolete very quickly. Imagine you are walking in a mall and you have been exposed to an ad about a sandwich. You decide to consider visiting the store nearby after shopping. Once you are done, you see the same ad. While this may remind you of the sandwich, it can also put you off. What if the ad and the CTA change the second time you saw it to a more targeted campaign with a clearer CTA offering you a discount code? Wouldn’t you may be more interested this time? This is possible through contextual ad placements and retargeting capabilities provided by pDOOH. 

    pDOOH to Mobile Ads

    Researches show that people who see DOOH ads are highly likely to take action on their mobile phones. Marketers can leverage this by retargeting such viewers and displaying contextual ads on their mobile phones with a clearer CTA. Using geofencing or geolocation technology and layering it with retargeting and contextual ad displays can help marketers optimise their ad spends through increased conversions.

    Technology and Screen Utilisation

    Advertisers need to get creative in the way they interact with their potential consumers through display ads. While OOH does not offer this flexibility, using facial recognition and interactive technology in pDOOH can help you increase your brand engagements. When you layer this with contextual ads, you get the opportunity to serve highly personalised ads to the target group.

    Optimise Your Ad Campaigns with DOOH

    With changing times, it’s easy to get lost in the newness of the market every day. DOOH is not about creating ‘one size fits all’ ads. Instead, it is about creating personalising ads and better targeting them using AI and other technologies. Moreover, it is about increasing brand engagements and helping potential customers take the desired action. Lastly, it is about increasing your ad ROI. A digital marketing company adept at programmatic DOOH and media buying can help you optimise your ad campaigns and meet defined brand engagement KPIs. 

  • Programmatic Advertising in 2021: 3 Trends to Watch Out For

    Programmatic Advertising in 2021: 3 Trends to Watch Out For

    If there was one advertising trend that continues to keep online marketers on their toes, it definitely has to be programmatic advertising. The ability of this ad-tech to streamline the entire process of buying ads while also delivering target audience at scale in a timely manner makes it a beloved choice of savvy digital marketers.

    But while this ad technology is making waves across the world, its growth has been somewhat muted in India, especially compared to countries like the USA, China, and the UK. According to a Statista report on top countries with the highest programmatic ad spend in 2020, India stands at the 15th spot with $304 million. The USA tops the chart with $78,943 million. 

    As marketers in India are now warming up to the concept of programmatic advertising and how it works, 2021 can be a great year to add this technology to your marketing arsenal. To make things easier, here is a list of top 3 trends that you should watch out for to make it big with programmatic advertising in 2021-

    1. The 3PC Annihilation in 2022

    Google has made it clear that 3rd party cookies (3PC) will be phased out on Chrome in 2022. This move by Google clearly suggests its focus on providing more control to the users and ensuring utmost transparency. As these cookies were a vital ingredient for effective programmatic advertising, marketers should start working on their post-3PC strategy in 2021.

    In other words, 2021 can be the year when you start searching for an efficient and effective alternative solution to interpret consumer behaviour online. Contextual targeting and encouraging website visitors to create accounts on your website are some practical solutions.

    2. Go Big on AI

    AI or Artificial Intelligence already plays a critical role in programmatic advertising. Apart from making the whole advertising process more effective, AI paves the path for marketers to better understand the consumers. For instance, it can be used for mapping customer journeys, selecting the ideal course of action, and improving the overall planning and strategy.

    Marketers can also use AI for creating buyer personas that are similar to the target customers of the brand. This can also help ensure that the ad message is customized and spot-on. In 2021, look for ways to add AI to your marketing mix to make the best use of programmatic advertising.

    3. Audio Programmatic on the Rise

    Podcasts and audiobooks are gaining vast popularity among the Indian youth. According to a report on Mint, there are more than 40 million podcast listeners in India in 2020, a significant 60% rise from 2019. With programmatic advertising, brands and marketers can also find ad spaces for creating targeted audio ads.

    With brands and platforms such as Gaana, JioSaavn, and Apple betting big on podcasts in India, 2021 can be an excellent time for digital marketers to use audio programmatic ads.

    2021: The Year to Go Programmatic

    Taking advantage of any digital advertising trend, especially when it is as technologically-driven as programmatic advertisements, makes it necessary for marketers and brands to understand its functioning thoroughly. If this is the first time you’re planning to add programmatic ads to your digital strategy, it’d be wise to learn more about the technology and start small.

    The trends discussed in this post can be used in any programmatic strategy, no matter how complex or straightforward your advertising strategy is. As programmatic advertising is only expected to gain more prominence in the future, 2021 can be an excellent year to jump the bandwagon and experience the valuable benefits this innovative technology has to offer.

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