Web communication in companies: the challenges of successful programmatic advertising
28 April 2016
Quality programmatic advertising merits prime marketing strategies
If a company wants to stand out amongst all the advertising contents that have invaded the small and large screens, it must establish positive and value-adding programmatic advertising. To attain this goal today, different tools and means are just a click or two away, although not necessarily of equal quality. What are the major criteria in the creation of quality programmatic web advertising?
Visibility, targeting and conversion: the major advantages of company programmatic advertising
Faced with the increasing offer of, or rather the invasion of web (or online) advertising for internet users, it is absolutely essential to stand out by effective, targeted and in particular quality advertising!
Today, the different channels used by web marketing campaigns or sponsored contents offer multiple targeting options. Used astutely, these target criteria and data statistics are the tools of choice to avoid catastrophic programmatic advertising or even worse, total exclusion by internet users.
It is therefore essential to create an impression verified by programmatic advertising that encompasses a campaign fulfilling four different and important criteria: advertising visibility, effectivity, relevance for the targeted internet users, as well as a study of the web advertising and commercial results (click rates, purchase rates). Not forgetting, of course, to maintain the company’s good brand image.
Web communication by online advertising: maintaining the brand image, establishing traffic and building marketing strategies
Attaining successful programmatic advertising with all the criteria and multitude of sources available may well seem an imposing task. However, choosing just one tool to create, manage and study the viability and efficiency of programmatic advertising can be a viable and pertinent solution for companies.
Evaluating web marketing strategy with one single channel, sufficiently precise and concise, can actually save businesses a significant amount of time and win added-value. This strategy has not gone unnoticed by businesses, and to fulfil these needs, certain giants of this new industry are only too willing to respond.
With the right tool in hand, a business can create both targeted advertising content geared towards its customers and marketing needs, as well as a good conversion rate of sponsorisation and clicks on their web site. The campaign results can be studied and improved upon to constantly enhance its relevance.
Taking this a step further, reliable sources of managing advertising reveal conversion rates according to the different days and times of its diffusion, as well as the effectiveness of its customer targeting. As in the case of predictive geomarketing, the evaluation of targeting can be significantly refined to indicate the consumers’ sex, age group, provenance and so on.
Today, therefore, it is not only primordial to choose advertising contents with great care, but also to evaluate both positive, and of course, negative results!
Combining all these elements, allows a business to create programmatic advertising at often reduced costs. Once wastage is curbed, efficiency can take the upper hand. Are you still of the opinion that this does not concern you?