The Power of Programmatic: Bringing It All Together!

We have spent quite a few weeks discussing programmatic media, what it is, how it works, the technical ‘behind the scenes’ aspects. Putting the technical aside, as a strategic marketer, what are the true advantages of focusing your digital media spend into one DSP? Below we will chat about those advantages - particularly as it relates to measuring lift, delivering on the correct frequency levels and creating targeting advantages across screens.

Targeting across tactics

As we mentioned previously, the ability to run campaigns programmatically gives marketers and brands a myriad of advantages. One of those advantages is continuity in targeting across tactics. Because all campaigns are running within the same DSP, buyers are able to apply the exact same targeting segment to different tactics, ensuring that you’re targeting the same audience segments, regardless of whether the consumer is viewing your ad on a mobile device, or a larger CTV screen.

When running campaigns across different DSPs, it’s often difficult to confirm that the same segmentation is being utilized - this can result in non-intended audiences viewing your advertising. Consistency across targeting segments ensures that you are maintaining a cohesive brand message. This consistency reinforces your brand identity and ensures your audience is receiving a unified experience.

Holistic reach and frequency across digital tactics

By running all digital media programmatically through one singular DSP, buyers are able to accurately keep track of the frequency at which your ad is viewed by your targeted audience, regardless of tactic. When tactics are split up among delivery vehicles, there are very few ways to keep track of frequency, as well as true audience reach, as all DSPs or delivery platforms will be on their own reporting systems. This can lead to a very high frequency among your targeted audience, that you as a marketer are unable to prevent for, and/OR your reach metrics being inaccurate. Imagine thinking your campaign frequency is at a 3x per week, but not realizing that a direct buy you’ve placed is showing your ad to that same audience 4x per week. If there is no differentiation between creative, you could potentially be wasting impressions against the targeted audience.

Lift measurement, up up and away!

Lift measurement, or incrementality, shows us how a user’s behavior was changed as a direct result of ad exposure. Methodology will remove those consumers who are deemed ‘likely to have visited’ regardless of exposure to the digital campaign, and what is left are consumers who were directly influenced into action by a campaign. In order to maintain accuracy of this type of measurement, it’s important to try and limit any outside influence in the digital space- keeping all digital delivery within the same system is vital. When viewed in this manner lift measurement can show, sometimes down to the delivery tactic, targeted audience, and creative, which drove the most change in consumer behavior. It’s easy to see how this type of measurement could be easily skewed if not all delivery data is accounted for.

Thanks for sticking with us throughout this Power of Programmatic series! I’ve truly enjoyed sharing a high-level look into how and why programmatic media is an amazing tool in any marketer's overall plan!

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