There are so many different types of ads available for a brand looking to get their message out to the world. From a flashy website banner to a simple billboard to an edgy wild posting, there are no limits to the ways you can share your story and put your name in front of thousands of people who may someday become dedicated patrons, customers or clients.
If you’re reading this, there’s a good chance you’ve already made the decision to invest in a digital out-of-home dsp. You’ve done enough research to know your investment will reap results, and you’re confident that this method of advertisement will effectively reach your target audience. But if you don’t plan every detail carefully and thoughtfully, you’re running the risk of wasting your precious money on a campaign that few people will even see, much less interact with.
So how can you smoothly set up your very first programmatic ad campaign? Here’s an easy step-by-step guide to facilitate your set-up.
1 Know Your Audience
In the world of advertising, you’ve probably heard this phrase so many times that it’s starting to go in one ear and out the other. You know how important it is to know exactly who you’re talking to – but do you actually know everything you need to know in order to successfully talk to them?
Since programmatic advertising relies on the use of software to place ads, it’s even more important to know the different sections of your target demographic and how you can most effectively communicate with them and get their attention.
Experts often recommend divvying up your audience into various micro-segments based on what you’re trying to advertise. For instance, if you’re selling raincoats, you can create a micro-segment for people who have recently searched for raincoats, people who have recently bought rain boots or umbrellas, or simply people who live in rainy climates.
2 Get The Right Humans Involved
A lot of people assume all programmatic advertising is completely automated and that once someone sets up the campaign, you’ll never need to touch it again and can simply hope for the best. This simply isn’t true.
Experts advise that successful programmatic advertising combines automation and thoughtful, creative human intervention. Choose dedicated team members who will plan and optimize your programmatic ad buying. You’ll also need to make sure your campaigns are regularly monitored for effectiveness and success according to your pre-designated KPIs.
3 Start a Blacklist Right Away
When you don’t have full control over where your ads are placed, you run the risk of potentially opening yourself up to sites that attract the wrong kind of audience or simply don’t align with your business values. Be sure to create a blacklist before your programmatic ad campaign begins so you don’t have to scramble and worry when something actually goes awry.
You may instead opt for creating a whitelist – a designated list of websites that your ad can and will end up on. This will help ensure no explicit or problematic websites run your ad.
4 Keep The Customer Journey In Mind
Retargeting is one of the most important components of online advertising. Research shows that retargeted customers are three times more likely to consider ads for things they’ve already seen before.
In order to do this effectively, it’s important to map out the customer journey and target them at each step. For instance, someone shopping for a new insurance plan will go through the journey of first deciding they need an insurance plan, then researching different plan options, then comparing their top options, then making their final decision.
5 Don’t Be Afraid To Use Video
When it comes to any kind of digital advertising, it’s important to design your ads very carefully to entice people quickly and in a way that won’t immediately make them exit out.
That’s why it may be a good idea to utilize the power of video in your programmatic ads. Video can be tremendously eye-catching and be an excellent addition if you’re trying to sell something that strongly relies on the visual aspect, like clothing, shoes, food or makeup. Video ads also tend to draw the eye more quickly than static ones, so you’re more likely to stand out amongst the other ads on the website.
While setting up a programmatic ad campaign takes a good amount of thought and planning, the payoff is well worth it, especially considering the fact that much of it is automated.