Regardless of what we may think about social media or search engines and how much they have invaded our lives, people still use them. It is about convenience, and we all use them to help make life easier and to keep in touch with not only family and friends, but with local and national businesses alike. For marketers, it creates an evolving ecosystem with opportunities to explore, create, document and share.
Being able to send relevant messages is a constant optimization challenge for brands who stick to one or two social platforms. You must understand how to connect with users at every turn, whether in the form of a banner, video, audio or apps. The ability to understand how to connect across multiple platforms and each ecosystem is key to driving marketing results. Targeting audiences is a full-time job and sometimes a massive amount of time is spent just testing ads without seeing real results. But once the audience is built, the ROI will pay for itself. We as marketers are all looking for a quick return, but unfortunately, it doesn’t always work that way.
Social Media and SEO increase brand awareness by carrying people over to your site but understanding how to connect the two in a strategic method is not as simple. Successful marketing campaign comes from building an audience of friends, followers, and influencers.
We build owned, paid and earned media campaigns for your brand unlike others we don’t copy and paste. Our approach is tailored to your brand and audience, and we are on a mission to change the way digital advertising is delivered using not just Social and Search but how Programmatic Advertising is the key to delivering relevant ads into every human touchpoint.
The Interactive Advertising Bureau (IAB) defines programmatic as “an ambiguous shorthand for some or all of a diverse range of platforms, tools, and processes in digital marketing.” Basically, it’s a new way of digital marketing that uses data to customize ads to your target audience.
Think about it kind of like buying stocks. Programmatic is like the building that you trade-in and the DSPs (demand-side platforms) are the stockbrokers that are buying and selling. RTB (real-time bidding) is the exchange and that’s where the real magic happens. So you are essentially buying and selling ads in a real-time-bidding environment.
The best part of programmatic advertising is the ability to target your consumers directly. There is so much data out there that enables agencies like ours to deliver ads in a much more effective and precise way. Being able to provide relevant content, as opposed to unrelated ads, is what makes buying programmatic more personable to users.
Programmatic began as a way for publishers to sell their “leftover” inventory, and over time it has become a much more sophisticated way of doing business. Many companies have tried to adopt the technology necessary for programmatic, but they have failed to fully understand how it works. For example, if you buy ads from Facebook or AdWords, you are already utilizing a form of programmatic, just based on the data that those platforms collect. Outside of those platforms, there is a vast network of ad tech companies and data points that you must understand in order to take full advantage of programmatic advertising.
All of this can seem very complex, especially with confusing acronyms such as DSPs, SSPs, DMPs, and APIs. It can all be overwhelming when a salesperson was taught to do just that… sell, and they don’t truly know the product they are persuading you to buy. But as the client of a company who is as familiar with programmatic advertising as we are here at Starfish, you can trust that you will see real results for your business.