How programmatic advertising helps brands and marketers do more with less
Today, modern marketers are expected to do more with less. This means prioritizing advertising opportunities that are both measurable and comparable. In a world where consumer behavior is changing so rapidly, the importance of making sure that every ad impression is reaching the right audience is more crucial than ever.
Ahead of National Productivity Day, celebrated on February 12 every year, The Trade Desk shares tips for brands and marketers to save time and drive productivity with programmatic advertising. It empowers marketers to make data-driven decisions for every ad impression and every media dollar spent. Programmatic advertising equips brands and marketers with what works in different markets, in real time, and helps them in accomplishing goals with data-driven strategies. In India, programmatic advertising is gaining prominence, 42% (Rs. 12509 crores) share in the overall advertising spends in 2022 and is expected to grow at a compounded rate of 33.38% to reach a share of 44% (Rs. 22254 crore) by the end of 2024, according to Digital Advertising Report 2023.
Here are few tips for brands and marketers to best leverage programmatic advertising and up their productivity:
Tip 1: Define your goals
The power of programmatic advertising lies in its ability to bring data-driven decisioning closer to every ad impression and every dollar. Decisioning is the engine that gets you to your goal, and data is the fuel that powers that engine. The more precise your goals, the more effective programmatic advertising is in achieving them.
The Trade Desk’s platform allows marketers to input a high-level business objective and track it with multiple KPIs. The platform’s advanced AI optimizes campaigns and offers data-based recommendations that save time and improve outcomes.
Tip 2: Use templates and drafts in campaign creation
Campaign templates and drafts are a great resource for exploring new strategies and getting feedback. Users of The Trade Desk can easily create campaign templates from scratch or from a campaign that is already performing well.
Tip 3: Choose the right audience to build impactful campaigns
One of the biggest and often most time-consuming aspects of building impactful campaigns is finding the right audience segments – it could be working mothers with kids; females in a certain age group who have recently bought a pair of sports shoes; people who are looking to move houses; and so forth.
With such endless possibilities, comes the challenge of narrowing the options and ultimately, picking the most relevant audience that will drive the success for the ad campaign. The audience-builder feature on The Trade Desk’s media buying platform offers advanced relevance scoring to not only help marketers find the right audience segments, but also identify more relevant audiences for their advertising campaigns.
Tip 4: Optimize campaigns through real-time decisions
The omnichannel dashboard allows marketers utilising The Trade Desk to view the allocation of their ad spends and channel diversification. In addition, they can leverage the campaign performance chart to get a holistic view of how their campaigns are performing in real-time. This can help them save time and allow them to make near real-time decisions on optimising campaigns while they are on-going. Ultimately, marketers can use these campaign insights to shape their future media strategies to drive better business outcomes.
Underlining his company’s focus on improving productivity, Tejinder Gill, General Manager, The Trade Desk India, said, “Today’s marketers face the challenge of delivering ad campaigns with the highest return on media investment. This is only possible by taking a scientific approach and using robust data insights to drive those media decisions. The Trade Desk is committed to supporting advertisers in maximizing productivity, as we continue to pioneer the future of data-driven media decisioning in India.”
About the author:
Tejinder Gill, General Manager, The Trade Desk