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Written by
Leah Daly

What drives your marketing strategy?

How do you make the right choices, to reach the right audience through the right channels just the right time?

Most importantly, how do you ensure your advertising budget is having the impact you need and earning the ROI your investment deserves?

This is the challenge of the current Marketing process.

Businesses use educated guesswork, publisher driven audience stats (often inaccurate and outdated) and intuition to plan how they’re going to communicate with their customer in the hope that the usual ads and content will work.

It’s quite the manual process and involves a lot of assumptions (and a lot of budget spend too!).

What if there was a better way?

Thankfully, we've now entered into a whole new era of advanced marketing using AI and machine learning technology to make smarter and more automated decisions based on real time data.

This is an exciting time to be in Marketing as we can now rely on constantly evolving, data-driven methods like Programmatic Advertising to boost our marketing campaigns, allowing us to promote effectively by targeting the right consumers at the right time very easily.

This AI Marketing is the future and it’s something all businesses and brands need to know now not tomorrow.

To help you understand how AI-fuelled Advertising can revolutionise marketing and business, here’s a brief guide.

A new era of Marketing: Machine Learning and AI Marketing

What is machine learning?

Machine learning utilises statistical methods to find and analyse patterns in massive amounts of big data. It enables powerful software to examine different consumers’ information and behaviour such as location, demographics, browsing responses and search history. The more it collects over time, the better it becomes at mapping out relevant patterns and trends in the market.

What is AI marketing?

Artificial Intelligence (AI) marketing, on the other hand, is the use of a computer and evolving algorithms to observe these identified patterns of data generated through machine learning and then make rational marketing decisions which adapt accordingly.

This is effectively what a human can do, but AI Marketing is much faster and can take into account larger amounts of data to understand behaviour and engage audiences in the right way.

Programmatic Advertising employs both Machine Learning and AI Marketing to make real-time decisions which determine:

  • what type of media placement is optimal,
  • what type of ad to deliver,
  • on what channel,
  • in what particular format, and
  • at what time in order to maximise engagement levels

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What is Programmatic Advertising?

You can see how Programmatic Advertising is a real industry game-changer and why it’s the fastest growing method of digital marketing at the moment. In fact, The Interactive Advertising Bureau (IAB) of Australia predicts that by 2025, 80% of all offline and online advertising will be bought programmatically.

Yet, in Australia, the marketing community are still catching up and know little about it.

As opposed to the traditional way of dealing with manual media insertion orders and human advertising negotiations, Programmatic Advertising allows marketers like you to purchase digital ad spaces through software in an automated, optimal and real-time process.

How does Programmatic Advertising work?

Think of the programmatic advertising process as a live auction wherein advertisers pay only what the ad space is worth and how relevant the space is at that exact moment in time. Simply put, it’s where you use AI to automatically buy the most relevant ad spaces by taking into consideration which ones will be most effective in achieving measurable impact from your target audience.

Programmatic advertising can aid your business in reaching a vast range of target audiences across different web channels, formats and devices – all without any manual guesswork.

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Why do you need Programmatic Advertising?

Programmatic advertising offers a lot of benefits for your business starting with reaching your target audiences, sending personalised brand messages to consumers in accordance with their behaviour on the web and your own website, measure performance by channel and ad format and help you gain a higher return on your online advertising investment,

This modern marketing method may sound intimidating at first, but it is actually a powerful way for Marketers to drive your marketing strategy forward.

To quickly understand how the use of programmatic advertising is beneficial to your business, here are the advantages it offers you:

1. Take the guesswork out of media and advertising choices

Through machine learning (big data patterns) that fuels AI Marketing, Programmatic Advertising allows you to track behavioural trends of your target audience, using real-time audience data. This allows you to accurately identify their points of interest or pain points to know what kind of marketing you should launch to meet their needs at the perfect time, optimising your promotional choices or the type of brand message that will appear on a particular channel, for example a video or display ad, in front of a particular audience.

2. Premium placement without the premium costs

Programmatic Advertising allows for large scale marketing without the heavy price tag. How? Because it enables businesses like yours to connect with a wide variety of consumers across a wide range of channels – whether they are using a desktop at home or smart devices when they’re out and about.

By selecting marketing initiatives that are highly targeted, efficient and measurable, you can be assured that the cost you’ll spend on advertising isn’t wasted.

3. Advanced audience targeting

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Through the continual learning from data and AI Marketing, Programmatic Advertising allows you to accurately predict who is most likely to be interested in your business’ products or services, helping you find and reach them more effectively.

Programmatic Advertising’s advanced audience targeting can actually reduce the time and cost it takes to find, engage and convert the right customers. This means that, on average, once the AI kicks in when a certain number of actions have been performed on your website, advertisers can expect to convert 4x-12x faster than regular lookalike audience practises (such as those used by social media platforms).

4. Marketing transparency

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Programmatic Advertising allows you to easily track your marketing efforts and review your campaign performance by having a comprehensive and accurate view of where your ad is placed, who is seeing it, what they’re doing in response and how much the entire process is costing you.

5. Higher ROI

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Since programmatic advertising is digital, you’ll be able to save money without sacrificing the scope it provides. Because it can reach larger audiences through its data-driven method, you can also ensure a more qualified and higher volume of traffic into your sales funnel.

Programmatic advertising also uses a real-time bidding process that allows you to pay only the right price per impression every time. If you employ programmatic experts to manage and optimise your campaign for you, you can expect your ROI to improve even faster over time, as reaching, engaging and converting your customers becomes more efficient.

Programmatic advertising is the fastest growing method of digital advertising today and you can clearly see why.

It allows Marketing Professionals to focus more on overarching branding and strategy, while AI Marketing and Machine Learning places optimised media right in front of the target audience on the right channel just at the right time.

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Want to see Programmatic Advertising in action?

It’s not a myth or out of reach. It’s here today for the modern marketer to use.

Witness for yourself how this revolutionary new approach to marketing can tailor your brand’s message across multiple channels to capture your target audience when it matters the most.

Don’t get left behind. Start adapting to this change now to provide your business with the growth and success deserves through automated, AI-fuelled marketing.

Contact Adgility today to book in a free, no-obligation consultation today.

You can see the benefits of programmatic advertising yourself. Learn how to become an agile marketer and drive superior performance with the disruptive power of AI-fuelled advertising.

 

Book a Free Call Now

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A Marketer’s Guide to Programmatic Advertising

By reading this guide, you’ve taken one more step towards becoming a more confident, data-driven and effective marketer.

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