It’s not news that the programmatic and RTB industry is significantly growing. By 2019, RTB will account for over $18.2 billion of advertisement spending or 33% of digital ad sales. Within the larger programmatic umbrella, though, there are different ways to reach your desired target audience; not only through a variety of targeting methods but through different devices as well. What devices fit your advertising needs? By spreading your advertising campaigns across various devices, you will be able to get strong campaign results, as well as see the benefits of those different devices.
Benefits of Display Advertising
Display advertising is one of the most utilized forms of programmatic advertising. Why? Because every single time a person opens his or her web browser, ads pop up on the top and sides of the page. That is the greatest benefit of display advertising: it has a large volume, both in inventory and in those who see it. Display advertising allows marketers to reach prospective consumers at every stage, from awareness of the brand to education, to evaluation, to a proposal, to the final conversion.
Another benefit of display advertising is that at each stage of this process, you can tailor your ads to fit your target customer. With Choozle, you can track the metrics associated with your campaign in real time. So, are your ads are being served, you can see the volume of people clicking on those ads and converting.
Display advertising allows your company to create a brand, as well as demand for that brand through the visibility of your ad on different websites. You’re creating demand through display programmatic advertising, only by having your ad display on sites. Even if consumers don’t click on the ad, they still have a heightened brand awareness through just glancing at it.
Benefits of Mobile Advertising
The mobile world has been revolutionized: not only does mobile web browser continue to be a good resource for advertising, but apps have also become a more popular channel for programmatic advertising. Because of the engaged nature that users have with apps, advertising on them ensures that your target audience, whoever they may be, sees your message. By diversifying your ads to target apps as well as the mobile web, your message is sure to be seen across your audience.
Also, advertising on mobile provides an added benefit of not only reaching the right people but also reaching more people. An eMarketer article reports that in 2014, a total of 1.75 billion people were smartphone users, exemplifying the large audience that indeed exists in the mobile world. Also, people spend an average of 2 hours and 42 minutes per day on their iOS and Android devices, time that you can use to your brand’s advantage.
Lastly, mobile offers a unique benefit compared to display because the ads taken up a large proportion of the screen. While, with display advertising, your ad may get lost on the sides or top of the screen, with mobile, there isn’t as much to look at, forcing your customer to notice your ad on their device.
No matter what the goals of your campaign are, it’s important to keep in mind the devices that you want to utilize while doing so. By advertising across different channels, you’re able to continue to keep your brand relevant and captivate the attention of your audience. More awareness leads to more conversions and a higher return on investment, meaning greater success for your campaign.