The appeal of programmatic advertising – businesses now looking to reap benefits directly

The methods and techniques you choose for your advertising campaign are by no means a trifling matter, as most seasoned advertising professionals well know. Until now, programmatic ad buying has been the exclusive preserve of media agencies. However, increasing numbers of mainstream businesses are now looking to make use of this highly effective approach to advertising themselves.

The advertising sector is heading for a new heyday. These days, extended audience samples have been harnessed for use in programmatic ad buying, allowing advertisers to identify their target audience’s genuine purchasing power more accurately.

This means that marketing messages can be delivered directly to the customers that really need the product or service being advertised.

Programmatic ad buying is one of the fastest growing marketing sectors in Finland and continues to develop in quick spurts.

Marketing messages can be delivered directly to the customers that really need the product or service being advertised.

Accurate targeting key to ad campaign success

The strength of programmatic ad buying lies in its accuracy. The ability to reach your genuine target audience is the critical success factor for all advertising.

The ability to use software to buy advertising space automatically has caused advertisers, media agencies and the media outlets themselves to quickly adjust their working practices.

Programmatic buying allows advertisers to effortlessly reach the desired user groups across a number of different media.

It also allows them to buy, implement and analyse their ad campaigns using a single tool. With programmatic ad buying, advertisers can save time that would otherwise be spent on time-consuming routines, as any and all tasks that lend themselves to automation are now performed on the advertiser’s behalf.

Why is programmatic ad buying so popular?

Currently, programmatic ad buying and the extended audiences it brings are only available to media agencies. However, several Finnish businesses have begun developing their own advertising processes with a view to making independent use of this programmatic ad buying in their future campaigns.

You are not just paying for views and clicks, you are gaining access to clearly identified customer groups.

With programmatic ad buying, you are not just paying for views and clicks, you are gaining access to clearly identified customer groups. The more accurate the data, the better placed advertisers will be to deliver their messages to the consumers, precisely targeted in terms of both time and place.

The data accrued and lessons learned along the way will allow them to target their campaigns with even better results over time.

Three good reasons to choose programmatic advertising

The traditional approach to buying and selling digital advertising is not unlike a brick-and-mortar store, while programmatic ad buying is like an online retail outlet that also gives you access to all your competitors’ stock.

What drives the demand for programmatic buying is that it is easy (automated), accurate (data competence) and media-independent (agile technology).

1. Advertising messages delivered to all Finnish consumers reachable online, independent of the media outlet.

If a publisher has permitted their target group data to be used for competitor content, it is referred to as an extended audience.

An effective added tool for reaching consumers intending to make a purchase

At its best, audience data made available for commercial use across company boundaries is an effective added tool for reaching consumers intending to make a purchase, both in real time and independent of specific media outlets.

Media outlet-independent advertising has the ability to reach Finnish consumers with the best purchasing potential across all online channels, allowing for effective delivery of the advertising message.

2. Extended audiences target genuine purchasing potential.

The use of extended audiences is still in its infancy in Finland. However, many media agencies have ventured into using audience data to make targeted purchases on behalf of their clients, with encouraging results.

Consumers can be reached in exactly the right setting, without any medium-specific limitations.

With extended audiences, reaching the right consumers with the desired purchasing potential is not limited to just one media. Instead, consumers can be reached in exactly the right setting, without any medium-specific limitations. Such use of purchase intention data generates genuine benefits for advertisers and consumers alike.

For me, the true potential of extended audiences is realized when publishers offering audience data manage to reach beyond generalizations to identify genuine purchase potential information.

The use of extended audiences is a competitive alternative to the highly popular retargeting. This allows consumers with purchasing intentions to be reached even when they have not visited the advertiser’s own website or online shop.

A competitive alternative to the highly popular retargeting.

No programmatic ad buying campaign is complete without the use of extended audiences.

3. Programmatic ad buying is a dynamic and technologically agile approach.

Programmatic ad buying allows advertisers to reach diverse audiences dynamically and ensures a high data utilization rate while avoiding overlapping coverage.

The penetration and quality of the extended audience groups depend on the content and technologies used by the publisher offering them, as these are used to gather the data.

The data can be used to reach mothers contemplating the purchase of their child’s first mobile phone and fathers looking to buy their son’s first car.

At its best, data on online behavior is complemented with offline classifiers. However, the use of classifiers does not in itself mean that the data is of a high quality, as there are several methods for collecting the data and determining the target groups.

Age-based generalisations based on a questionnaire sample are neither accurate nor up-to-date.

At its finest, a single data source can deliver incredibly accurate information and a genuine, real-time snapshot of the target group’s current purchasing intentions.

Age-based generalisations based on a questionnaire sample are neither accurate nor up-to-date. It is also important to realize that there is no one-size-fits-all approach to data gathering.

Artificial intelligence capable of interpreting content written by the users themselves is likely to be the best method for identifying real time purchasing intentions, while their gender is more reliably source from a well-run customer register.

If you opt to combine data from a number of different sources, the quality of the target group is determined by the sum total of the different methods used.