VIETGUYS | 25/10/2023

Mobile Programmatic is a term that's becoming increasingly familiar to marketers. It refers to the automation of advertising buying processes, which saves time, reduces costs, and enhances the effectiveness of mobile advertising. Let's delve deeper into this technology solution with VietGuys.

Understanding Programmatic Technology

"Programmatic" is a term that describes technology automating various processes, particularly in media transactions during the advertising buying process. This is achieved through a combination of machine automation and programmable software. Essentially, Programmatic is the use of machines to buy advertising.

In recent years, the budgets for display advertising through Programmatic have grown at twice the rate seen in 2014. Forecasts for 2016 suggested that the primary budget allocation would be towards Programmatic, with mobile accounting for up to 70% of that.

You can think of "Mobile Programmatic" as a revolution within the digital marketing industry. It effectively replaces manual advertising buying and selling processes, which were labor-intensive, costly, and not entirely reliable.

The Benefits of Mobile Programmatic

Time and Cost Savings

Programmatic technology automates tasks that previously consumed significant time. For instance, it streamlines ad requests to publishers and the processing of ad tags, resulting in more efficient and cost-effective media trading systems.

Enhanced Efficiency in Mobile Advertising

Programmatic's true promise is personalized advertising. Unlike traditional methods that rely on demographic segments or page content, Programmatic enables brands to target users based on individual characteristics, behavior, and interests, regardless of where they are online.

Five Basic Forms of Programmatic – Retargeting Advertising

Remarketing is one of the prominent forms of Programmatic. It currently accounts for the majority of budgets spent on automated advertising. Here are five effective forms of retargeting:

Site Retargeting/Dynamic Retargeting

In this basic form, ads are displayed to users who visited a website but left without converting. It helps bring users back to the site, reducing cart abandonment rates, increasing conversions, and building brand awareness. It doesn't focus on where ads are displayed but rather on user behavior.

Email Retargeting

This type tracks and retargets users who have opened an email. Similar to site retargeting, a tracking pixel code is saved on the user's browser when they open an email. This code helps identify and target users on various online platforms.

Social Media Retargeting

This form retargets users on social networking platforms like Facebook or Twitter. Users who have visited a site but haven't converted are shown ads on social media. The main difference from site retargeting is the specific display channels; it focuses on social networking platforms.

Remarketing Lists for Search Advertising (RLSA)

This is available only in Google AdWords. It allows marketers to use existing remarketing lists to display text ads when users perform searches on Google. The text ads are shown on the search results page. It differs from traditional display ads.

Search Retargeting

Search retargeting is effective for targeting entirely new potential customers. It displays ads to users who have previously searched with keywords related to a business but haven't visited the site. For example, if you have an online shoe store, your ad can appear when users search for "Gothic high shoes."

This form is often termed "prospecting" because it targets users who haven't visited the advertiser's website but exhibit similar characteristics to current customers based on their search intent. Search retargeting is highly effective since it's based on users' current behavior, not past actions.

The development of Mobile Programmatic technology is considered a significant advancement in digital advertising. It's predicted to surpass traditional display advertising in the U.S. in 2017, and it's a vital tool for marketers.

Source:  Ants Blog