在最好的地方投放广告, 以最优惠的价格, 面向最好的受众是数字广告的关键. 创意和个性化的信息传递也至关重要. 但如果你的广告从未被预期的受众看到, 您可能很快就会陷入性能差的陷阱. 为品牌, programmatic advertising has quickly become one of the most efficient solutions to driving performance without the risk of wasted spend. 2020年，规划估计将弥补 69% 在所有数字媒体支出中，预计2021年还将继续增长.
To 帮助 you start benefiting from more efficient and better-performing advertising campaigns, 你可以找到 编程广告解释 在下面的部分中.
Programmatic advertising is the automated buying and selling of digital advertising inventory.
- 访问者进入一个网站, and the website owner/publisher communicates with a Supply-Side Partner (SSP) to list ad inventory up for sale.
- SSP provides inventory and site visitor information to a Demand Side Partner (DSP) to make ad inventory available for advertisers to bid on.
- Advertisers automatically place bids on ad inventory based on a predetermined budget.
与编程, advertisers and publishers use Demand Side Platforms (DSPs) to buy and sell digital advertising inventory across digital channels like display, 社会, 数字户外(DOOH), 连接电视(CTV), 和更多的. DSPs make it possible for advertisers and publishers to buy and sell digital advertising using automation instead of the traditional process that requires human negotiation and buying impressions in bulk.
Using a DSP, brands can buy impressions dynamically, on an automated, one-on-one basis. 另外, DSPs allow for greater transparency – brands can track advertising impressions throughout digital advertising campaigns to generate insights and optimize performance. This saves brands valuable time and money while also providing greater accuracy of ad placements and audience targeting.
Saving time means you need fewer people (often media buyers and sellers) to execute your digital advertising campaigns. 而程序化广告并不是100%自动的, it does allow brand marketers to spend less time on execution 和更多的 time focused on building smart digital strategies. 有些品牌就是这样做的 内部，而其他人与外部伙伴合作，比如 媒体机构或媒体合作伙伴 他们是编程方面的专家.
早期，节目频道仅限于展示、社交和视频. 今天, more 和更多的 programmatic channels are emerging: 数字户外(DOOH), 连接电视(CTV), 播客, 和更多的.
基于成千上万的数据点进行数字广告活动, 包括利益, 上下文, 情绪, 行为, 收入, 位置, 职称, IP地址, 应用程序下载, 购买意图, CRM数据, 和更多的. 使用健壮的数据集来告知受众目标, brands can serve ads to specific audiences online across all digital channels. With personalized messaging, traditional has not been possible through direct publisher buys.
Programmatic advertising allows brands to estimate reach before campaign launch and scale audiences as needed to hit desired reach and conversion goals. To scale target audiences or identify new audiences, brands can use lookalike modeling. 与图片建模, brands can model new audiences based on existing customers’ attributes and high intent prospects. This can be done at the start of a campaign or continuously to detect new audiences.
Brands can optimize digital advertising campaigns in real-time and throughout campaigns, 哪些是传统数字广告位无法做到的. 因为程序化广告活动的执行和报告是自动化的, brands can use performance data and insights to inform shifts in media investments towards highest performance audiences and channels.
Advanced targeting capabilities and access to campaign performance data throughout campaigns 帮助 brands eliminate wasted impressions and budget. 通过快速识别表现不佳的观众, 战术, 或渠道, 品牌可以在不浪费媒体支出的情况下改变方向. Similarly, brands can double down on audiences, 战术, and channels, driving the highest ROI.
Access to real-time performance data gives brands the unique opportunity to test new marketing messaging and creative, 比直接购买风险更低的目标策略和渠道. Insights can be applied to campaigns as they are running and future marketing strategies, 线上线下都有.
因为品牌必须比以往任何时候都更努力地让媒体投入资金, they have to identify the digital advertising campaign performance drivers and detractors quickly. 得益于 编程广告解释 上面，我们将介绍一些品牌在这方面做得很好的现实例子.
约翰斯顿 & 墨菲的编程策略
鞋类和服装品牌约翰斯顿 & Murphy wanted to capture online customer activity to better assess the influence paid media had on in-store purchase 行为.
做这件事，约翰斯顿 & Murphy turned to programmatic advertising to close the loop across channels and create a personalized customer journey online and offline. 和迪吉兰特，约翰斯顿一起工作 & Murphy onboarded first-party CRM数据 and matched it with online consumer data to get a complete view of all online and offline customer activity. 这个扩展的视图使约翰斯顿成为可能 & Murphy to activate current and future customers 1:1 through programmatic media channels.
结果? A 30% lift in sales for the audience exposed to media through CRM-enabled programmatic. 此外,约翰斯顿 & Murphy has been able to attribute 2X the number of sales to programmatic initiatives with an attribution model that recognizes online and offline purchases.
PopCorners wanted to raise awareness of its snack brand among health-conscious consumers in the US. 要做到这一点, PopCorners turned to CA88 to form a programmatic advertising strategy that promoted new PopCorners Flex and PopCorners Flourish products now available at specific grocers. 该战略包括下列方案战术:
- 人口和行为目标——接触到有健康意识的成年人, 健康的零食买家, 健康饮料的购买者.
- Channel Optimization – to shift investments to the channels that were the best performing. 在PopCorners中，表现最好的渠道是Facebook和Instagram.
The strategy led to a click-through rate (CTR) that was 7X the previous benchmark and 帮助ed PopCorners grow sales by 40%.