Digital awareness, particularly in marketing, has become essential, and with programmatic display advertising, you can reach potential customers much more efficiently.
Technology has transformed consumer behavior, leading to evolutions in marketing strategies. Among the major shifts in recent years is the adoption of targeted programmatic display, which sounds complicated, but simply means an automated way of selling or buying digital advertising.
A surging number of marketers are diverting their ad budgets towards digital channels, in part because digital advertising is based upon precise data that enables marketers to reach out to prospective customers effectively. According to PwC’s Global Entertainment & Media Outlook report, just over 50% of current advertising budgets are spent on digital platforms, and anticipated a rise to 54.4% in 2022 (it was 47.7% in 2018).
Ad spend follows attention
Digital marketing is always changing: what’s working today may become obsolete in the coming year. To know what trend is “taking”, you need to follow where the attention or focus of the people is. A recent report by Statista included the astonishing statistic that “nearly half of [survey] respondents stated that on average they spent five to six hours on their phone on a daily basis, not including work-related smartphone use”, and that more hours are spent in app-based environments than in browsers. Other report data shows that consumers on average have more than 30 phone apps, but spend 97% of mobile time on their ten preferred — satisfying varied interests, including social media, games, information, news, music, calendars, etc. This trend has prompted marketers to redirect more than two-thirds of programmatic advertising budgets towards mobile devices instead of desktop ads.
Tactics for effective targeted programmatic display
Programmatic display advertising is an effective digital marketing platform that enables marketers to interpret target demographic data from different places on the Internet. Methods that have proven successful include:
Interest targeting enables marketers to filter audiences by identifying interests that overlap with their product, hence they target audiences likely to persuade and allocate resources towards conversion. This technique has demonstrated a favorable conversion rate over targeting the general population, and can be used in both physical and digital spaces.
It’s important to note that, though retargeting is efficient, it’s low on the conversion pecking order, principally because it doesn’t increase consumer volume.
With the advancement of new technology, the need for digital awareness is sending marketers into a frenzy. And while digital ads are a great way to drive brand awareness, customers (who are increasingly applying adblocking methods) can quickly deem them repetitive and irritating. Marketers require innovation and creative ways to pass information without appearing to be in the face of the people they want to attract, and targeted digital ads can go unseen, even as they focus on the perfect audience.
Image Credit: Pixabay | geralt
Membership is open to businesses and organizations interested in increasing visibility and brand awareness in Westchester County and surrounding areas.