Shift In Digital Media Buying

Staying on top of the latest marketing trends, we want to introduce you to a shift in digital media buying that has been widely adopted by other industries and proven to be very effective. Digital media buying is undergoing a revolution. Since 2011 there’s been a shift in media buying from non-programmatic to programmatic. What does that mean?

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Non-programmatic

Purchasing ad space on a specific website

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Programmatic

Purchasing though various 3rd parties that have the

automated capabilities to serve ads to specific

target audiences across a variety of websites

Shift in Digital Media Buying 2011-2016

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Programmatic buying uses intelligent software (algorithms) to automate the purchase of digital advertising that focuses on various sites your target audience visits instead of one particular website. This ensures smarter targeting.
While this trend creates a more efficient automated system, it should not change the essential relationship with publishers. The ongoing communication between publishers and programmatic buyers regarding their advertising campaigns, must still continue to make programmatic purchasing most successful.

How do you determine WHO your target audience is?

Ask yourself if you are:

1) targeting new prospects?

2) retargeting prospects that already showed interest in your website?

When targeting new prospects, it’s best to create mini-personas to describe your target audience. Here are a few questions to pose to get your strategic plan in place:

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Age range?
Gender?
Household income?
Interests?
What are they in the market to
purchase and why?


Retargeting Ads

What Does Retargeting Mean?

Have you seen the message pop-up on websites you’ve visited stating, “This site uses cookies”? These cookies are being placed in your browser to track the history in order to continue to serve ads from that website regardless of which site you are currently on. When a visitor spends time on your site, but does not make a purchase, retargeting ads allow you to continue to be top-of-mind to the customer and have proven to be one of the most successful ways to convert a prospect into a buyer.

What Content Is Best Used In Retargeting Ads?

When retargeting prospects who have already visited your website there are 5 different forms of content you should consider including in your ads based on your prospect’s behavior.

1. GENERAL

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2. LAST PAGE VISTED

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3. SEQUENTIAL MESSAGING

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4. UPSELL

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5. SEARCHED BASED

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If you don’t have an e-commerce site, be sure you include a call-to-action that provides a quick and clear way for the end user to purchase a product they’ve showed interest in. (i.e. “Click here to locate your nearest distributor.”)

The future is here and over 75% of digital display media will be purchased programmatically this year. Automation of media buying is here to stay and will make your purchasing decisions much easier.