By Kristin Furjanic January, 2019 Blog

Why Personalization Matters In Programmatic Advertising

Of all the industries and specialties out there, marketing has become one of the most fluid over the past few decades. Once upon a time, a “marketer” went from door-to-door, selling vacuum cleaners and household products. He/she knew customers’ names and understood how to appeal to their needs because his/her survival was founded on the principle of creating relationships that mattered. As the Internet evolved, spam mail and email blasts slowly became the way companies communicated their offerings with the public at large.

Today, however, consumers’ expectations have changed. Now, we live in a society where technology has transformed how we interact and connect with one another—from social media to advertising. Consumers expect personalized messages, and if they don’t get them, they’re likely to move to the next company. What does this mean for your business? If you’re not talking to your customers like they’re individuals with unique interests and needs, chances are, they won’t take the time to engage with your brand/company.

What is Personalization in Advertising?

Personalized advertising attracts shoppers in languages that speak directly to their needs. Thanks to the onset of big data and amazing analytical tools, you can now leverage your customers’ behaviors unlike ever before. When used correctly, this data will enable you to create a connection between your brand and customers that wouldn’t have otherwise been possible.

For example, think about your Netflix dashboard—the algorithms display the titles you’ve watched recently and what kind of programs and movies will most likely interest you. Your dashboard is personalized to Y-O-U.

That’s how programmatic advertising works in the business world.

How Personalization Makes Programmatic Advertising Effective

It’s all about getting to know your customer on personal levels. When humans are at the helm, they can’t necessarily know you’re looking for XYZ product at 3 a.m., and they can’t efficiently understand that the reason person A found you is because he or she made B and C decisions.

Programmatic advertising can understand these attributes. In fact, it’s built for this. Programmatic advertising enables you to pick apart large databases, such that you’re talking to people in target markets who dwell in particular places in your sales funnel. You create messages that are meant for a particular group of people, and the robots do the rest. Your customer is wowed by your attentiveness, and you’re not paying overtime for people to oversee your marketing endeavors at odd hours. Everybody wins.

Why Programmatic Advertising Beats Traditional Methods

Marketers have relied on traditional methods of buying ad space and testing content for years, but programmatic advertising changes the game.

Here’s a look at two predominant ways programmatic beats old-school methods of content creation and digital marketing:

  • Leveraging buyer behaviors: Programmatic advertising learns about your customers as they roam online, enabling you to hone in on people who are best-suited for specific messaging. A/B testing can help you understand which CTA or landing page might be preferred between two options, but it can’t delve into buyer behaviors. 
  • Automatic optimization: As the name suggests, programmatic advertising is automatically programmed into the process, so your campaigns are automated to learn what will resonate with your specific audience. Any traditional ad buying requires humans to handle the details, which can easily create room for errors or time lags that leave money on the table.

Centro is your place for personalized programmatic advertising. We’re using automation to revolutionize the way companies talk to consumers. Ready to learn more? Let’s get started!

 

Sources:
https://www.linkedin.com/pulse/how-personalization-changing-digital-marketing-vladimer-botsvadze/
https://hbr.org/2015/11/how-marketers-can-personalize-at-scale
https://choozle.com/wp-content/uploads/2018/03/traditionalvsprogrammatic.pdf
https://www.aarki.com/blog/multivariate-ad-optimization-and-a/b-testing-can-you-tell-the-siblings-apart
https://blog.marketo.com/2016/02/adwords-nerd-alert-what-googles-removal-of-sidebar-ads-means-for-advertisers.htmlhttps://marketingland.com/how-to-test-your-programmatic-creatives-like-a-pro-244778