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7 Ways That Programmatic Platforms Are Changing Advertising

Looking for a new way to advertise your business?

Thinking about using programmatic platforms?

While you may or may not have heard about it before, programmatic advertising is the way of the future. Programmatic platforms are changing the advertising landscape. They’re also changing the way that advertisers get their message out into the world.

Advertisers need to understand the many benefits of programmatic ads if they want to stay competitive. Unfortunately, if you’re unfamiliar with programmatic ads, it can be hard to understand exactly what they’re all about.

Luckily, we’re here to help. Below we’ll tell you about 7 big ways that programmatic advertising is changing the advertising industry.

1. Advertisers Are Embracing Automation

One of the top features of programmatic advertising is that it offers an automated way to buy advertising. Real-time bidding (RTB) functions as a large majority of this automation and allows for the automatic auctioning and buying of ad space.

Automated algorithms work to offer an ad to a user at the right time. It will be shown when they’ll be most likely to react to it in a positive way and when it will be most relevant to them. Advertisers can set requirements for placements and for their audience. Users can be targeted in a variety of ways including the device they use, personal interests, and their location.

With programmatic advertising, ad campaigns can be strategically managed and maintained. Ads will be shown only in the right places at the right times. This is in direct opposition to the traditional advertising approach of reaching as many people as possible every time.

2. Real-time Insights Are Influencing Business Decisions

Programmatic ads also offer advertisers the ability to see real-time insights and user data. Not only are bids managed in real time, but advertisers will always have full visibility into what is going on with their campaigns.

User data can be gathered and segmented automatically based on devices used, channels, and demographics. This extensive data can help predict possible pitfalls with a campaign, stopping it from continuing if necessary. It can also help advertisers find patterns that will allow businesses to make better decisions with future campaigns.

3. Ads Are Becoming More Personalized

With programmatic advertising, there’s never been better personalization and targeting available. Better targeting features and automation are helping advertisers to reach the exact people they need to reach at the right time. This allows businesses to more easily target people who are likely to take action, buy a product, or convert.

It’s important for a business to know who their target audience is when creating an advertising campaign. Advertisers can target users based on location, demographics, search terms, and other data. Because of this, advertisers who have a very specific customer base will be able to reach them more easily than ever before.

4. Advertisers Are Gaining More Control

Programmatic ads also offer more control for advertisers. With the increased amount of transparency, advertisers will have more control over the entire process. While much of the process will be automated, businesses will have more control over the type of people they reach and their goals.

Programmatic advertising campaigns are more transparent. They allow advertisers to see what types of customers are seeing their ads, what sites are being reached, and exactly what they’re paying. They’ll be able to tweak things to exactly the way they want them and will never be kept in the dark about how their ads are performing.

5. More Cross-Platform Advertising

Programmatic ads are also encouraging more cross-platform advertising. Programmatic ads appearing on all types of devices from smartphones to computers to TV. The rise of programmatic advertising is helping advertisers to pursue an omnichannel approach and ads are being optimized for each platform.

These days, people access the web from many platforms and devices. Programmatic ads can be used to help automatically determine where an ad fits best and where it will be most effective. This will help ensure that advertisers are always putting their message across on the right platform. They won’t have to simply hope they made the best choice for their ad location.

6. Advertisers Are Increasing Their Reach

Programmatic advertising can also help advertisers to have a wider reach. They’ll be able to discover new audiences through the use of advanced targeting and real-time bidding.

Programmatic advertising works to get an ad in front of the best possible person across many platforms and devices. It allows you to move beyond a few select advertising spots to get an ad to its best possible placement. With advanced targeting features and the use of “look-alike audiences”, it can be even easier to find the right type of person to show an ad to.

With programmatic advertising tools, advertisers will have a wider reach than ever before. They’ll ensure that they’re reaching the people who will respond the most positively to their message.

7. Increased Advertising Efficiency

Due to the many benefits of programmatic ads, advertising campaigns are becoming more efficient and effective than ever before. With improved targeting features, real-time bidding, and insights, programmatic advertising is helping businesses reach their ideal audience. This is being done in an automated way and with the fewest steps possible.

Many advertisers want the best bang for their buck and don’t want to rely on guesswork or a mass advertising approach. In this case, programmatic ads improve the process and make a much more useful choice for businesses.

Making the Switch to Programmatic Platforms

The advertising industry is always going through changes. However, programmatic advertising may end up being one of the most impactful of all. If you want to experience more success with your advertising campaigns, it may be time for you to get on board with programmatic platforms.

Need help with your advertising strategy? Contact us today to learn more about what we can do for you.

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Deciphering Digital Transformation in the Marcomm Industry

The business world is an ever-changing matrix, shifting to reflect every new piece of technology going. To keep up with these changes the industry must remain reactive, creating new ideas almost constantly. 

Remain Customer-Centric

The consumer mindset changes almost as often as job roles; both shifting constantly to reflect new trends and opportunities. Customers are no longer willing to wait, instead expecting everything to be available at their fingertips. Brands no longer have the option to use multiple touchpoints; rather, they HAVE to engage in every one of these just to appear relevant in today’s society.

Different generations and genders demand different experiences. The most successful companies will be those who are engaging not only with the black and white of each of these categories, but also all the different shades of grey in the middle. Experts have predicted that over the next five years, 85% of relationships between the business and consumer will be conducted without any human input companies have to resolve to move with the shift, reaching into digital spaces and creating new ways for their consumers to engage with them. As modes of communication develop, so too must our communication with the consumer, finding ways to enhance their experience of the brand. 

Real vs. Virtual Environments

Real and Virtual environments are no longer two separate entities. These days, the two have become blurred, working in harmony to ensure the consumer gets the communication they want. The marcomm landscape has shifted and created an explosion in customer experience online as the number of individuals “logging on” shoots up.

Despite this, expert reports show that 82% of Millennial’s would still opt to shop in a physical store, proving that those most active on their mobile devices would still choose a physical store.

Artificial Intelligence is decreasing the demand for human interaction across a huge range of sectors, though the problem still remains – how can a machine create a customised experience for each individual? In answer, it comes down to how we engage and use AI to enhance the consumer experience rather than replace it. The online is working with the physical in so many areas, we fail to see how this cannot be adapted to work, creating a bridge between AI and human intelligence. 

New Technologies mean New Jobs

Another stat: it’s predicted that as AI and technology continues to develop, most children in school now will end up doing jobs we cannot yet comprehend.

Though not all job industries are under threat of an AI takeover, there are many whose jobs could be at risk of a technology takeover. For example, farming is a huge worldwide industry, but the creation of more intelligent machinery is making light work of our existing manual labour jobs.

In the marcomm industry, automation of some aspects of work is inevitable, though there is a huge opportunity to embrace and work alongside this. The machines may be efficient and ruthless in their perfect execution, but human intelligence is where the creative ideas lie – and that is why marketing companies must be careful to integrate their employees in with AI. 

Integrated Marketing Communications

Basically, this means deciphering exactly what people want to see and hear. It’s an experiential means of communication, which is growing increasingly more interesting and challenging as the variety of platforms for receiving marketing is expanding.

These communications are chosen by profitability, identifying the most profitable means of engaging with the individual and then exploiting this for the good of the brand. The brand message must be seamless across channels, following the individual round as they browse the online world.

It is vital that we see these new developments as opportunities rather than challenges and obstacles. The growth in technology and the current digital transformation has created a world in which we can be innovative in our approach, and the way we work with the technology rather than against it. 

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Felicity Jane Digital
Head Office, Devden Place
Sunshine Coast, Qld 4551

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