Chango's regional vice president UK and real-time advertising expert, Martyn Bentley, offers a taste of what we can expect from his panel at Performance Marketing Insights at the end of this month, with five things you didn't know you could do with programmatic.
By now you probably know a bit about the power of programmatic marketing. But if you think programmatic is just about retargeting visitors to your site with display ads (site retargeting), it is time for an update. Programmatic marketing is evolving quickly and will almost certainly continue to evolve in the years ahead.
Here are five things you can do with programmatic marketing that you might not have heard about yet.
Send programmatic tweets
That is right, Twitter has entered the programmatic era. Following Facebook’s lead, Twitter introduced its own programmatic offering last year. Known as Tailored Audiences, the platform makes it possible to show users promoted Tweets based on their browsing behavior across the Internet. The great thing about Tailored Audiences is that it opens the door to an entirely new type of programmatic message. For example, why not automatically send “thank you” tweets to everyone who buys your product.
Optimise a site in real time
Remember, programmatic technology does not have to be limited to ads. The exact same technology that allows you to deliver a specific ad to a specific user also makes it possible to show a specific landing page to a specific user. Why is that such a big deal? Imagine a bank that offers a wide range of financial services. Consumer who arrive at the bank's homepage after searching for credit cards online or viewing credit card-related sites, should not have to search for credit card offers once arriving at the bank's site. With on-site optimization, you can anticipate what the consumer is looking for and put the relevant offers front and center. In other words, you can significantly improve your chances of a conversion.
Build brand loyalty and amplify your earned media
A lot of marketers think of programmatic strictly as a direct marketing technique, but programmatic can also be used to build brand loyalty. Take the case of GoPro, the fast-growing wearable camera company. GoPro could use its CRM data to target ads to its existing customer base, offering incentives to share the amazing content they create with their GoPro cameras. In other words, rather than using programmatic to drive sales, GoPro would be amplifying its already successful earned media campaigns.
Retarget across multiple brand sites
Major brands with lots of different sites face a problem. Consumers who set out to visit a specific brand online do not always make it to the right brand site. And some prospects will inevitably give up if they do not find their intended destination quickly. The solution? Enterprise Retargeting. This new technique – it is really an offshoot of site retargeting -- makes it possible to target ads to users as they move between the different webpages or sites of a single brand. So, for example, if someone wants to find a General Electric site on energy solutions but mistakenly ends up on a page for GE's financial services, the consumer would see an ad that can direct him or her to the right GE page.
Buy programmatic TV ads
Okay, this one is still in its infancy, but it will likely soon be a mainstream advertising technique. In fact, Clypd has already introduced a platform for programmatic buying on TV. And why not. A connected TV is just another screen. And what’s true for display or online video is also true for video ads on TV.
Advertising works better when it is data-driven and targeted. That is why programmatic continues to make gains across the media world, and why it will continue to do so for years to come. When something works well, it tends to catch on quickly.