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Tuesday, January 21st, 2020 by Brigette Benson-Muller
What is Programmatic Marketing?
Programmatic is a very big topic of conversation in the marketing world these days, but understanding it can be a little obscure.
Let’s start here. International online learning platform, Smart Insights, defines Programmatic marketing as the automated bidding on advertising inventory in real time, for the opportunity to show an ad to a specific customer, in a specific context.
Jon Taylor, Treehouse’s Senior Digital Media Strategist, has a far simpler way to think about it, an easier to understand explanation.
He says, "It’s not about where your ads are seen, and it’s not about how we’re placing the ads. It’s about who we’re showing the ads to. Programmatic is all about your audience."
The process is extremely efficient as ad space is auctioned off electronically in only milliseconds, and buying, placing and optimizing the ads are better, too. It makes sense that, as a result, spending is also more efficient.
Programmatic identifies content for each consumer. It also identifies which site, and when, to display the ad to optimize its impact. It’s seen in the form of a little bar across the top of a website on your mobile phone, or the ads off to the side of a news site. It can also be the videos in the middle of an article you’re reading, or one that plays before a news video you pulled up to watch.
In all of these little moments viewers are being imprinted with your brand. As a matter of fact, with programmatic, we can tell you the number of people who have seen your ad, and even what apps, sites and smart devices your ad was seen on!
In our most recent Super Training Live Cast, Jon Taylor walks us through various scenarios to illustrate how Programmatic does and does not work. (The Programmatic section is from 9:17 to 18:57.) He also shared the impressive results the Treehouse has seen so far with programmatic marketing through our Brandblaster Program.