Advertising has traditionally (and is now) been purchased via ad networks. This implies that advertisers have less control over ad prices. As a result, the results are typically unpredictable and result in wasted money for the B2B marketer.
Advertisements are purchased programmatically rather than manually, and this is where ad exchanges come in. Ad exchanges facilitate the automated buying and selling of ad impressions between publishers, advertisers, agencies, and networks. This program employs a formula to determine the most productive use of your marketing dollars. You may sit back and relax while your programmable solution does all the heavy lifting. Simply provide information about your campaign's target demographic and other KPIs. Not only will programmatic get your campaign off the ground, but it will also monitor your advertising budget to determine if any adjustments need to be made.
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HOW TO GET STARTED WITH PROGRAMMATIC ADS?
Knowing what programmatic advertising is and how effective it is, the next step is figuring out how to use it in your business-to-business marketing plan. Be aware that every programmatic DSP operates its own set of ad exchanges. Those in turn connect to programmatic SSPs and media companies.
Identifying a DSP that can provide you with access to SSPs (publishers) that your ideal customers often visit is crucial. Let's imagine, for argument's sake, that your company develops financial management software for companies. In order to reach your intended audience of finance directors, you need to post content on specialized websites.
Determine which DSP has your specialty articles in its database. This will guarantee the most efficient use of time and resources and the highest possible rate of return. Just exactly does one go about purchasing advertisements in a programmed fashion? To begin, there are three classes to recognize.
Auctions that take place in real time (RTB). Real-time bidding (RTB) refers to an auction in which the price of inventory is settled in real time, and it is available to any advertiser or publisher. This is a cheap method of acquiring highly visible media.
The Free Market (PMP). While RTB and these auctions are quite similar in nature, publishers often limit participation to invited advertisers. Direct Programming. In this non-auction category, publishers sell their media inventory to one or more advertisers at a predetermined cost per thousand impressions (CPM). This is often a private deal in which the publisher prints a certain quantity of copies for a set fee.
The most popular programmatic ad exchanges for media outlets are as follows:
- Rubicon Project.
- PubMatic.
- Index Exchange.
- OpenX.
- DoubleClick (Google Ad Exchange).
- AppNexus.
- Smarty Ads.
- Smaato.
HOW DOES PROGRAMMATIC BENEFIT B2B MARKETING?
In addition to the time and money it saves, programmatic advertising is often praised for its advantages to business-to-consumer marketers. Because it streamlines processes like media buying and tailors messages to specific demographics, saving money and reaching a wider audience than other forms of advertising. That's why more and more B2B marketers are turning to programmatic methods.
Seventy percent of respondents in the 2020 State of Programmatic Advertising study reported some level of success with their programmatic ad campaigns, with 23 percent reporting that their efforts were quite fruitful. Programmatic B2B marketing allows for considerable time, money, and resource savings, in addition to additional benefits that would not be possible with manual promotion and awareness.
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PROGRAMMATIC ADVERTISING HAS SEVERAL ADVANTAGES
In other words, you should only have to pay for the impressions that are really useful. Advertisers may now acquire digital media without having to first negotiate a price with publishers via programmatic advertising. This ensures that you are only spending money on useful and goal oriented views.
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Advertisers in the B2B sector have greater leeway since they may set their own standards for the number of impressions they'll pay for or the amount of money they'll spend.
Saved money at the office.
By restricting your digital media purchases to a small number of publishers, you may keep costs down without sacrificing selection or quality.
A more precise aim.
By collecting and analyzing data that reveals, through interest targeting and lookalike modeling, what each person will find most interesting, we can use this information to tailor our messages to them. Since programmatic bidding is organized for each individual site visitor, targeting is enhanced and more efficient leading to better conversions.
One and only system.
In the past, you had to visit each individual site (like Google Ads, Facebook, or LinkedIn) to oversee your campaigns. With programmatic advertising, B2B marketers can control and track all of their advertisements from a central location.
Multi-channel.
By using programmatic, marketers can control campaigns across a wide variety of channels and ad formats, as well as across different ad exchanges and networks. Display, video, mobile, voice, native, and social media, and even television are just a few examples.
Temporal precision.
Marketers may now get real-time data insights into the performance of each ad thanks to programmatic advertising. Because of this, making changes and improvements is less of a hassle and yields better results.
In-context marketing.
For business-to-business (B2B) advertisers, programmatic advertisements' contextual ad features are a huge plus. Ads that are contextually relevant to the content of a website. Ads for hair care products, for instance, are a natural fit for a site dedicated to fashion and grooming tips.
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