Intelligent targeting, efficient buying
People are complicated. As you get to know someone in real-life, they might surprise or shock you. But for every new thing you learn in your relationship, you modify your expectations and behaviour when you interact. Essentially, that’s how programmatic works too.
- Complex user journeys
- More data, more knowledge
- Analytical, algorithmic
- Greater relevance, less waste
- Web, video, social, mobile
Let the data take the strain
The sheer number of possibilities afforded to us as marketers today is staggering when it comes to how we reach individuals at precisely optimal points. It’s impossible to exploit each and every one without algorithms and computing power to process huge quantities of data. And that’s why programmatic is increasingly important as we track individuals and serve them content that is most likely to appeal.
One step ahead
Programmatic is the next step in advertising. New opportunities arise all of the time. With close partner relationships, we afford our clients the chance to use new technology or formats before they are widely available to the market. Keeping them at the cutting edge of what’s possible.
One way is that we layer third party data sets into known first party owned data to reach users at the right time. For example, knowing that people often tackle their life admin when the weather is miserable means we can create an automated display campaign to target users with the same traits as a client’s current customers, overlaid with real time precipitation data in local areas.
So when it’s raining outside, that could be great news for a health insurer, while a local attraction will benefit from advertising when the weather is forecast to be clear and sunny on the weekend.