Optimize Programmatic Advertising by Optimizing Data
Research firm eMarketer suggests that mobile is the leading area of opportunity for programmatic advertising. Businesses and brands that take advantage of the mobile platform can use programmatic advertising to reach targeted customers quickly and effectively. However, to get to that point, a variety of reliable data is necessary to reach the right customer, in the right way, at the right time.
According to “Harnessing the Power of Mobile Programmatic Data,” posted by Arthur Noort on Business2Community.com, programmatic advertising presents opportunity for businesses that are able to take advantage of this platform to its fullest extent. In order to accomplish that, marketers need to be ready to work fast with reliable data from the very start. However, there are a number of different types of data you can use.
3 Types of Data Deeded for Successful Programmatic Programs
- Locational: Customers carry their smartphones everywhere. BIA/Kelsey predicts that location targeted ads could increase from $4.3 billion in 2014 to $18.2 billion in 2019. Geomarketing takes advantage of impulse purchases, for example, offering a message at the moment a consumer is in your store or near a competitor. Micro location monitors the movement of a consumer in your store. You can send a coupon for an item that is near the location a consumer is standing, for example.
- Demographic: Clearly you need to understand the mindset of a consumer. Understanding what they want, need or what drives them to buy can cue you into developing engaging messages or promotions.
- Behavioral: Behavioral data can come from a variety of sources, which makes it difficult to define. You may monitor web-browsing, apps, locations, ads that get clicked and product purchases to develop consumer profiles. Incomplete, inconsistent information can decrease ad effectiveness.
The more information you can gather about your customers, the stronger your programmatic programs can be, and sales will follow suit. Capture key data within an enterprise resource planning (ERP) solution and use DynamicsADvantage to manage campaigns from start to finish. These modern solutions streamline efforts to collect, analyze and use data to develop meaningful content and manage programmatic and other advertising campaigns. Contact AKA Enterprise Solutions for guidance with choosing and deploying the technology that will optimize your data and programmatic advertising efforts.