Advantage of omni channel programmatic ad server over traditional marketing campaign in social media
Programmatic ad buying has completely transformed the way publishers and advertisers transact in the ad marketplace. Whereas traditional online advertising involves a lot of manual work that can stretch from a few days to months, programmatic advertising makes it possible to buy and sell ad space almost instantaneously. This has resulted in more and more brands and agencies adapting this method of ad buying. Research from 2018 shows that two-thirds of digital ad spending and 85% of digital advertising in the U.S. is programmatic. This means that a staggering $80 billion has been allotted to programmatic media buying.
Before we dive into what it can do for your brand or company, let’s first define what programmatic advertising is. Put simply, it is the automated process of buying advertising space from publishers. This can be on a website or an app. It utilizes AI-powered algorithms and real-time data insights to determine which ads should be displayed to a particular user.
Omni-channel programmatic ad servers offer several advantages over traditional marketing campaigns in social media. Here are some key benefits:
- Holistic Audience Targeting:
- Omni-channel Approach: Omni-channel programmatic ad servers allow advertisers to target audiences across multiple channels seamlessly. This means that your marketing message can reach potential customers not only on social media but also across various online platforms, websites, and apps.
- Traditional Social Media Campaigns: Traditional social media campaigns may be limited to a single platform, making it challenging to reach users who are not actively engaged on that specific network.
- Cross-Device Consistency:
- Omni-channel Approach: With omni-channel programmatic advertising, you can maintain consistency in your messaging across various devices. Ad servers can adapt and optimize the delivery of your ads to ensure a cohesive brand experience, whether users are on a desktop, mobile device, or tablet.
- Traditional Social Media Campaigns: Traditional social media campaigns might struggle to maintain this level of consistency, especially if they are limited to a single platform or lack synchronization across devices.
- Real-Time Optimization:
- Omni-channel Approach: Programmatic ad servers use real-time data and AI algorithms to optimize ad delivery. This means that your ads are shown to the most relevant audience at the optimal time, maximizing engagement and conversion rates.
- Traditional Social Media Campaigns: Traditional campaigns may rely on manual adjustments and periodic analysis, making it challenging to adapt quickly to changing trends or audience behavior.
- Cost-Efficiency:
- Omni-channel Approach: Programmatic advertising can be more cost-effective as it optimizes ad spend based on performance data. The automated nature of programmatic buying ensures that each impression is valuable, reducing the risk of wasted budget on irrelevant audiences.
- Traditional Social Media Campaigns: Traditional campaigns may involve higher costs, especially if they lack the precision targeting capabilities and real-time optimization offered by programmatic ad servers.
- Comprehensive Analytics:
- Omni-channel Approach: Programmatic ad servers provide detailed analytics and insights across all channels, offering a comprehensive view of the campaign performance. This data can inform future strategies and optimizations.
- Traditional Social Media Campaigns: While social media platforms provide analytics, a single-channel focus might limit the depth of insights compared to an omni-channel approach.
In summary, omni-channel programmatic ad servers offer a more integrated, efficient, and data-driven approach to advertising, providing advertisers with the tools to reach their target audience effectively across various channels. The real-time optimization, cross-device consistency, and cost-efficiency make them a compelling choice for modern digital marketing strategies.