Digital advertising provides highly critical advantages to advertisers in terms of attaining their marketing goals. One of these advantages that digital advertising has to offer for brands is native ads, which become increasingly popular due to the rather satisfactory results in terms of efficiency. These kinds of ads play a crucial role in advertisers success, provided that they are exactly suitable with the content flow of online platforms they are displayed on.
With native ads being one of the content marketing techniques, even cases where native ads are found to be more efficient than other digital advertising techniques are commonly encountered. On the other hand, there are also times when advertisers fail to attain the desired degree of interaction due to numerous different reasons. What to consider then, for creating native ads that would attain high rates of interaction?
Programmatic advertising technology that shapes the future of the digital advertising world makes advertising purchasing processes much more practical, fast and profitable. Programmatic advertising, a type of marketing automation, provides a technology based on data that automatizes media buying processes. It thus becomes possible to put inventory on the market and purchase them electronically in milliseconds.
Programmatic advertising technology presents itself as one of the most frequently cited concepts in digital advertising ecosystem over the last few years. Despite the ever widespread utilization of programmatic advertising that is thought to make ad buying processes become revolutionarily practical, there are still many points of concern over the concept. In order to clarify these points, it is possible to gain basic insight on the concept by comparing traditional ad buying methods with programmatic advertising.
The main difference of programmatic advertising compared to conventional methods could be stated as automatic -thus rapid- maintenance of media buying processes by real-time analyses realized with the help of technology. Messages advertisers intend to deliver their target audience through ads can thus be delivered at the most appropriate time, in line with matches between online platforms and real-time data. So, what makes programmatic advertising stand out among all the other media buying methods that have been practiced for many years?
According to the World Bank, small and medium enterprises (SMEs) account for about 90% of businesses and more than 50% of employment worldwide. A significant part of economic growth comes from SMEs in emerging markets, and a key part of this growth is closely related to marketing budgets. According to Hulya Altunbas (pictured below), CFO, ReklamStore, the internet has democratised advertising by offering the opportunity for SMEs to grow with effective marketing. Here, she explains to ExchangeWire that the measurability and efficiency of online advertising at low costs, compared with traditional advertising, has made it a crucial way for SMEs to increase sales.
In recent years, programmatic advertising has offered advertisers another channel to reach their existing and potential audience.
According to eMarketer, advertisers are expected to spend USD$25.23bn (£20.56bn), or 73.0% of their total digital display ad budgets, on programmatic advertising in 2016. The programmatic share of total US digital video ad spending is expected to rise to 82% by 2018. Programmatic spending on mobile advertising will be more than twice the size of programmatic spending on desktop ads this year, with 70% of programmatic display ad dollars going to mobile. Yazının Devamı…