Programmatic advertising is a powerful tool that can be used as a standalone tactic to increase brand awareness or as part of an integrated campaign to enhance lead quality and amplify your results. It fits seamlessly into multichannel strategies, helping you reach your target audience across various platforms. This approach ensures your brand remains top of mind, speeding up the sales funnel when prospects are ready to buy. The scale of programmatic is a significant advantage, offering much higher reach compared to buying ad space directly from publishers. Additionally, programmatic is a cost-effective alternative to traditional tactics while also enabling easy performance tracking and optimization for better results.
This blog should help you understand why to consider programmatic, but also how to expand and improve your programmatic advertising strategy. Let’s get started.
#1 Why should I use programmatic?
In our marketing research study, we found that global B2B marketers who use programmatic to reach their target audiences are seeing revenue growth and marketing confidence.
- Revenue growth: Programmatic advertising users saw higher revenue increases in the previous year. 37% of programmatic users reported significant increases in revenue compared to just 27% of non-users. Looking ahead, 46% of programmatic users anticipate significant revenue increases compared to 33% of their peers.
- Confidence in marketing abilities: Programmatic users report significantly higher confidence in targeting the right personas and Ideal Customer Profiles (ICP). They believe they have the right data strategy and are effective in account-based marketing (ABM). Specifically, 60% of programmatic users feel extremely confident in their ability to target the right audience and run ABM, compared to only 48% of non-users. Furthermore, 59% of programmatic users feel extremely confident they have the right data strategy in place—a quality correlated with better results across the board in our 2024 outlook report.
#2 What are the main programmatic advertising channels?
To maximize the effectiveness of your programmatic advertising strategy, we recommend starting with one to three channels before expanding. This will give you a solid foundation to measure performance and optimize your campaigns. Here are the primary channels:
- Display ads: Banner ads that appear on websites, designed to capture the viewer's attention with visuals and text. Great for brand awareness and targeting specific audience segments.
- Video ads: Short video clips that play before, during, or after video content on platforms like YouTube or within social media feeds. Effective for storytelling and brand messaging.
- Social ads: Ads displayed on social media platforms such as Facebook, LinkedIn, and Twitter. They leverage user data to target specific demographics and interests, increasing engagement likelihood.
- Audio ads: Ads played during audio content on platforms like Spotify, podcasts, or internet radio. Effective for reaching audiences who consume content on the go.
- Native ads: Ads that blend seamlessly with the content they appear within, matching the look and feel of the surrounding material. Less intrusive and often yield higher engagement rates.
- Connected TV (CTV): Ads shown on internet-connected televisions, allowing targeting of viewers who stream content through apps and services like Hulu or Roku. Offers the advantages of TV advertising with digital targeting precision.
- Over-the-Top TV (OTT): Ads delivered through streaming services that bypass traditional cable or satellite TV. Allows targeted advertising across devices such as smart TVs, gaming consoles, and streaming devices.
#3 What is retargeting?
Retargeting is a strategy that targets individuals who have previously visited your site, reengaging them with relevant ads. For example, if you shop for a product online, you might later see ads for the same store on different websites. Retargeting can significantly boost brand loyalty and improve your initiatives by focusing on users who have already shown interest in your offerings.
#4 What are the key metrics to evaluate a B2B programmatic campaign and how do you know what 'good' is?
First, read more about common metrics to look for in a programmatic campaign, in this blog Programmatic Advertising Metrics.
Key metrics include CTR, CPM, CPA, conversions, and impressions. While CPM and impressions vary with investment, a CTR benchmark of 0.04% to 0.08% is typical. At Anteriad, we consistently achieve and often surpass the 0.08% CTR benchmark for our clients.
#5 How to improve your programmatic advertising strategy
- Behavioral targeting: Use behavioral signals such as search history and social media interactions to serve relevant ads.
- Hyperlocal targeting: Focus on specific geographical locations to reach the right audience.
- Ad spend optimization: Leverage predictive customer lifetime value (CLTV) for better targeting and ROI.
- Quality intent signals: Utilize intent signals to drive precise ad targeting.
- Frequency caps: Control how often users see your ads to avoid irritation and maximize budget efficiency.
- Attractive brand visuals: Ensure your ads are visually appealing and consistent with your brand identity to strengthen customer relationships and brand awareness.
- Add in more channels: While programmatic is a strong tactic on its own, combining it with content syndication yields even better results. As seen in our research, Marketers using both programmatic and content syndication are significantly more confident in their ability to:
- Target the right personas and ICP (67% vs 47%)
- Have the right data strategy in place (67% vs 41%)
- Personalize campaigns effectively (61% vs 52%)
- Execute account-based marketing (71% vs 49%)
Marketers seeing significant revenue increases are using four or more channels to reach their audiences. When ready, experiment with additional channels like managed email or paid social to continue improving your reach.
Partnering with a marketing solutions provider that can help you run both programmatic and content syndication campaigns and offer expertise on integrating these channels into your cross-channel strategy, alleviating pressure on your team and maximizing your impact. We recommend finding a provider who can execute your campaigns while also providing a robust foundation of B2B data.
Anteriad offers a managed programmatic ad targeting and delivery solution, powered and optimized by our rich audience data, buyer intent data, and defined buying groups. Our programmatic team maintains its own trading desk, assisting customers in achieving their marketing goals through the precise acquisition of digital media, selecting tactics, recommending custom target audiences, and optimizing programs to deliver superior results. Contact us to learn more.
Drive growth with programmatic advertising
Programmatic advertising offers a versatile and efficient way to reach your target audience and drive meaningful engagement. By understanding and leveraging key metrics and strategies, you can significantly enhance your campaign performance and ROI.
