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Jul 29
Programmatic Advertising Strategies & Audience Targeting

5 reasons why we love programmatic advertising strategies

With the ability to upload first-party data, optimize campaigns in real-time, and reduce wasted ad spend, it’s not hard to see why marketers are shifting to programmatic.

But in case you need more reasons to make the shift yourself, here’s why we, and our customers, love programmatic advertising strategies (and Choozle, specifically, but we may be a bit biased).

Marketers are put back in the driver’s seat.
A traditional media buy goes like this: Ad placements are bought and sold by an ad buyer, the ad buyer strikes a deal with a publisher, and then the publisher places the ad online. While it can be neatly summed up in one sentence, the process itself is done over the course of multiple days, with various people from different companies involved. It’s lengthy, complex, and, what’s worse, it’s prone to error and double-dealing.

Programmatic restores control back to marketers. Whereas in the traditional media buying model marketers run the risk of overpaying for ad placements or losing money to middlemen who are less-than-transparent about their margins, programmatic auctions are cost-efficient and take place in real-time with inventory being bought and sold on a per-impression basis.

And when you don’t have to deal with insertion orders and back-forths between vendors, you can use your time and energy to focus on strategy and optimization.

Which brings us to our next point.

“I love the ability to self-manage your digital ads and swap out creative fairly quickly. Working with sourced platforms in the past where the company manages, it has been difficult to swap out our creative and audience. It’s great to be able to move things around as we want and in a really short time frame. There is also a great customer support team at Choozle! They want you to succeed and are happy to take a look into your account and offer you advice for best practices. Their educational resources for programmatic ad buying are top-notch courses that any digital marketer should take.”
G2 Reviewer

Fine-tuning your messaging & strategy based on the audience is a cinch.
Programmatic takes out the guesswork of online advertising so that we don’t need to rely on assumptions when planning a campaign strategy. With faster, better reporting, you can gain more insights into your target audience and immediately see what’s working and what’s not in a campaign and adjust accordingly. The data is better organized to tell a story and help marketers make audience connections.

And, after you’ve gathered enough data, you can create different segments of customers with shared qualities, interests, and demographics and then change the creative and story by the audience.

All of the different targeting options & data.
From re-engaging website traffic and finding users based on individual characteristics to targeting URLs based on the keywords that appear within website pages, there are many types of targeting methods and endless data at the marketer’s disposal. All that customer data you’ve been gathering for years through things like purchase history, website traffic, newsletter sign-ups, and so on? Yup, you can bring that online and put it to work in your targeting strategy, too.

It may sound cliche, but the ability to reach the right audience at the right time is made possible with programmatic. With more in-depth data, targeting becomes incredibly sophisticated and precise. The level of granularity afforded by programmatic audience targeting is simply unmatched when compared to traditional forms of advertising.

“My favorite part is the platform interface. Very easy to use. Setting up a campaign is extremely easy for anybody. The campaign tab optimizes all the campaigns in a nice way and shows you all the key metrics that you need to see. The staff has been amazing to work with too! You can pretty much target anybody you want. The possibilities and opportunities with using Choozle are endless.”
G2 Reviewer

It’s much easier to make budget changes on the fly.
As we witnessed at the start of the coronavirus outbreak, things can change quickly without much warning. Consumer behavior all over the country practically changed overnight in response to safety guidelines and stay-at-home orders, pushing marketers to act fast to adapt their marketing messaging and strategies.

For example, in the era of COVID-19, location-based targeting strategies geofencing and geoframing wouldn’t be as effective in a digital marketing campaign (unless you’re tapping the latter for historical data).

In this case, a marketer using either one of these strategies could quickly shift budgets and pivot towards a targeting strategy that makes sense to leverage in the context of what’s happening today, like connected TV–which, by the way, is currently having a heyday.

Programmatic advertising strategies help marketers and advertisers stay nimble. There’s greater room for externalities so you and your team can overcome the dreaded rapid fire-drill mode and react faster.

With Choozle, you don’t lose the human touch.
Despite being a tech company, people remain part of the equation here at Choozle, albeit in a different capacity than in the more traditional forms of media buying.

While marketers who work with us don’t have to rely on a go-between throughout the media buying process, they aren’t left to find their own way. Our support team, along with our ever-growing library of resources, is here to guide you every step of the way with personal support and ongoing education.

Interested in learning more about running digital advertising campaigns or programmatic advertising strategies with Choozle? Reach out to us today to get started.

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About The Author

Hannah Middleton is the Content Manager at Choozle, where she writes about how to get the most out of self-serve programmatic advertising tools. She’s on Team Oxford Comma.