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June 22, 2022

How to make programmatic ads great again

Written by: Pia Breh
How to make programmatic ads great again
Written by: Pia Breh
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As marketers, we're always looking for ways to reach our target audience more effectively, and with programmatic advertising, we can do just that. So let's make programmatic ads great again and learn how to use them to their full potential.

The history of advertising

Before we start, let's take a step back a few years. Advertising began with billboards, and businesses were limited to using a small handful of marketing strategies. You couldn't use voice, you couldn't use video, but still, it was a channel for some companies to grow a global brand and become successful. Over time, technologies evolved and computers were built and the internet was invented. When online advertising was first introduced in 1994, it only included banner advertisements. However, this has changed and now there are many different ways of advertising, including display ads which aim to better target consumers based on their demographics.

The internet is a powerful tool that brands have taken advantage of since the early 2000s. With more people using it, companies saw an opportunity and began focusing their advertising efforts online, slowly reducing investment into print or radio. This trend has continued, and now you see digital ads commanding higher attention than TV commercials which were once the go-to advertising option.

2003, just one month after Mark Zuckerberg launched Facebook, he introduced "Facebook Flyers" - banner advertisements which fundamentally changed how we use personal information online today.

New advertising trends

Online advertising has come a long way since the days of banner ads. Now, online marketers are paying close attention to what content consumers engage with and how they respond emotionally when viewing an advertisement on social media.

The future of digital advertising relies on developing a targeted ad experience. This means learning how to deliver ads in ways that are relevant and avoid feeling nosy or invasive for consumers. A recent HubSpot study found that 91% respondents said that was more true now than two/three years ago.

How to make programmatic ads great again?

  1. Banner blind? Be more provocative: The key to being more provocative in marketing is being proactive and keeping that content-creator mindset. A great headline can make or break your entire piece, so think carefully when choosing one. Communicate directly with the readers by using direct language, with bolding effects (and maybe even some colour) - this will draw their attention from afar.

  2. Great content: Stay focused on the key message of your campaign. Compelling content is the key to making your advertisement more successful. Invest in design and creativity with each campaign you create so people will be enticed by your ad. Cinematic advertising can captivate audiences and draw them in with the use of intense visuals and music that resonates with the scenes as they unfold.

  3. Programmatic even better: Programmatic-digital-outdoor advertising is an innovative way for companies to reach their target audiences. Ads are systematically located, released in a time-sensitive manner and geographically appropriate. With programmatic DOOH advertising, you can place your campaign in the right locations at just about any time of day or night, and target an audience that's looking to be inspired.

  4. Data-driven first: DOOH advertising has been growing in popularity because it can provide advertisers with insights into how many people viewed their ad and what time of day they will most likely be seen by potential customers. You can measure your digital out-of-home campaign to make sure that you are seeing a return on investment. FRAMEN provides more than 400 metrics such as panel play count, exposure time and creative execution along with mobile data verification.

  5. Content is king, context too: The beauty of context marketing is that it connects you with your audience on a more personal level. It speaks to their specific challenges or interests, giving them an opportunity they might not have seen otherwise. 

  6. Another benefit (in case you needed it): The last-minute activation. If you advertise in front of potential consumers with the right context, then it's most likely they will purchase directly from you.

If you want to make great and successful programmatic ads, hear top tips and strategies from our Co-Founder, Dimitri Gärtner in the full masterclass below. Dimi dives deeper into all of the principles discussed in this article. He also provides actionable ideas that you can use to improve your programmatic campaigns. So, if you’re ready to learn more about how to create successful programmatic ads, hit play now.

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