Programmatic Advertising is a new and advanced type of digital media buying which help our clients reach the highest level of return on their marketing investments. Programmatic platform offers highest level of sales conversions
by carefully filtering your brand’s target audience Scarlet purchases advertising space for your brand through several ad exchange networks, who automate the selection of ad space of publishers according to targetted consumers’ purchasing behavior using a strategic bidding.
algorithm. This method also diminished the rate of spill over as programmatic ads are only delivered to targeted consumers when they are more receptive to ads. Example: If we know that a selected person from your target audience clicks on ads only after 8 pm on her mobile, our programmatic software will know this fact and will avoid delivering an ad to her before 8 pm and through her other devices (like laptop, tablet, etc)
Programmatic advertising uses real-time bidding (RTB) exchanges, which is buying advertising inventory basis in an auction environment, and direct bidding, which is buying ad space for a certain time or budget on a website. Programmatic advertisements placed by using real-time bidding (RTB) or direct bidding for online display, social media, mobile, and video campaigns, and as well as TV.
How Programmatic Advertising Works
In programmatic advertising three platforms play a key role in the process: demand side platforms (DSP), data management platforms (DMP), and supply side platforms (SSP). DSP is a computerized buying platform, where advertisers can purchase ad inventory. DMPs collect, organize and analyze user data which allows the advertiser to manage their ads. SSPs are the platforms that publishers manage their inventory, once a winning bid is chosen, the ad is serviced through the SSP.
Scarlet uses real-time data to determine the value of the ad spaces and submits bids subsequently. Once all bids are in, the publisher assigns the inventory to the highest bidder, and that agency’s ad shows up on the site.
What Programmatic Advertising Offers
Efficiency: Programmatic advertising eliminates the negotiation process and the possibility of human errors. It allows advertisers to purchase inventory from one single buying platform and the whole process runs successfully. It saves advertisers time, money and resources.
Targeted: Programmatic advertising leads advertisers to more sophisticated and targeted campaigns. Their budget only used for audiences who are valuable to their business – one who is ready to buy and become their customers.
Effectivity: With programmatic advertising, advertisers only pay for ads that are highly effective. The ads are delivered to the right audience at the right time on the right device.
Transparency: Unlike traditional advertising, programmatic advertising offers a greater level of transparency. Through the data collected by programmatic marketing, advertisers can track buying patterns, browsing habits, brand loyalty and the consumer’s choice of device in real time.
Guaranteed Relevant Impressions: Programmatic advertising assures the advertisers guaranteed relevant impressions. Since the seller and the buyer agree on a price before any ad goes live, the performance of the advertiser’s ad is guaranteed.
What Scarlet Offers
Scarlet provides programmatic solutions for marketers to plan, execute and report on their digital media campaigns. Whether this is the first time running a programmatic advertisement or the hundredth, our team of experts will work with you to meet all your targeted customers as well activate marketing strategies that are unique to your brand.
Thanks to our powerful analysis technology, Scarlet offers transparent solutions to report on your campaigns and enables advertisers to make smarter buys. With programmatic advertising Scarlet allows brands to reach customers whenever and wherever they are, including online display, Facebook, Instagram, Twitter, mobile apps and more.
Personalized Dynamic Marketing
How does personalization factor into promoting? All things considered, it’s considerably more than simply utilizing your client’s first name in your messages.
Customized promoting is its very own methodology that you can coordinate into your diverse sorts of advertising mediums, for example, email, online networking, and web journals, to produce better outcomes. Customized advertising includes gathering information identified with your clients and making promoting encounters that objective explicit kinds of clients through your substance.
Data is your friend
Your customized showcasing methodology starts with client information. The accomplishment of your battles will rely upon how well you gather and measure information. Regardless of whether it’s email list sections or overviews, you can gather distinctive information to become familiar with your clients. It’s the best way to offer progressively customized encounters through your advertising efforts.
Once you have enough data and you start to paint a picture of your typical customer, you can begin to properly personalize your marketing campaigns.
Programmatic Advertising and Personalization
Studies demonstrate that purchasers emphatically lean toward customized encounters, and it’s winding up more important than any time in recent memory for advertisers to give these customized experiences to stay aggressive.
Before 2015, programmatic advertisement spending came to nearly $15 Billion, and is relied upon to reach in any event $20 Billion of every 2016. What’s more, a comprehensive study found that 62% of online retailers are experiencing some type of personalization. As we move into a fearless modern age of profoundly focused advertising, there is no uncertainty that personalization and programmatic will keep on powering each other.
What Powers Personalization?
Fruitful personalization lies on your total knowledge about your audience. Numerous advertisers know the nuts and bolts of who they are targeting—for example, age and gender demographics and interests. However, more advertisers are finding that having a ton of little subtleties can be essential for building a truly personalized marketing
Here are a few examples:
– Shopping behavior: What sort of items do they regularly buy? Is it true that they are frequent browsers, or do they possibly shop when they’re prepared for a purchase? What amount do they spend per order?
Why it’s essential: Looking at the shopping habbits lights up sudden insights regarding how and why your target group purchases—subtleties which couldn’t be induced dependent on statistic data.
Why it’s essential: at times, your crowd’s advantages and leisure activities are specifically important to the items you are selling, for instance individuals who love to cook are bound to purchase a moderate cooker. Google found that end users actually choose brands who engage with them based on their passions and interests 40% more frequently than brands who only push them to buy a product.
– Geo-locational: Where are these purchasers found? What’s the climate like where they live? What state or city are they from?
Why it’s critical: Studies find uses from different cities have widely different spending behavior. Although your online shoppers are buying from a specific shop, their locational experience can still significantly affect their behavior and needs
– Life stage: Did they recently start college? Or purchase a house? Or have a child? These will profoundly influence buyer’s interests and purchasing behaviour in differnt ways.
Why its essential: Studies say that a life stage transition is the time when a consumer’s brand loyalty is high —knowing the life stage of an end-user offers an incredible window to get their attention, and customize your offerings to their priorities in that moment.
How Specific Do You Need To Be?
Does programmatic advertising and personalization require correct balanced explicitness? Do you have to know each and every insight concerning a purchaser and their behaviour so as to customize a notice? Not really.
Each of these data “buckets,” from mid-level to high-level, are filled with customer data—which can be used in combination for powerful targeting.
Future of Advertising and Programmatic
There is no doubt programmatic is the future of digital advertising, and brands can no longer afford to turn a blind eye to it.
As indicated by the IAB, the programmatic market is about to develop to $20 billion by 2016. In spite of this, programmatic media purchasing has, to date, produced an inverse relationship between efficiency and engagement. Efficiency has increased and driven cost per impression down dramatically, but the overall quality of digital ads within programmatic environments has decreased, right along with end-user engagement. The reason? Programmatic advertising has customarily restricted inventive capacities by just empowering standard advertisement arrangements to be purchased at scale. This pattern has prompted brands serving 1990s-style promotions with 2015 media purchasing technology
Having lost creative switches, brands are perceiving the need to personalize messaging to drive customer commitment. Just robotizing the mass circulation of computerized commercials is insufficient; the ads must incorporate relevant messaging and content in order to effectively engage consumers and convert them into customers. Truth be told, 54 percent of purchasers observe personalized ads to be all the more captivating, and 74 percent demonstrated they want some sort of content personalization.
Relevant content does not mean structuring all the more outwardly fascinating ads with astute messages. Pertinence is accomplished by conveying personalized content at some random time, on the correct device, at the exact minute they are prepared to connect with a brand. Fortunately, using the correct data, at the perfect time, can enable brands to comprehend user practices and inclinations, and this is the way to the personalization of programmatic advertising