Programmatic For Small & Medium businesses – Does It Work?
Last updated on April 24th, 2019
By now, every marketer has at least heard of programmatic. It’s been one of the fastest growing segments of digital advertising – quickly claiming a major share of businesses marketing budgets because of its efficiency, flexibility and scalability.
However, the programmatic market has been reserved to larger brands and budgets. While we believe it’s the small and mid-sized businesses (SMBs) who could gain the most from embracing programmatic advertising.
Commonly SMBs are working with channels such as Google AdWords. This is great and covers a big chunk of the digital advertising funnel. However search is often saturated, and click prices have risen due to increased competition. Display advertising is the new frontier.
Traditionally display have been known to use the “spray and pray” method, advertiser selects a couple of publisher websites to advertise on but have little idea who the audience is. This is no longer the case. Programmatic advertising finds your target audience based on your own conversion data, and shows ads those that are most likely to buy your product or service.
By embracing programmatic advertising SMBs get’s unprecedented reach in scalable digital channels that has been proven to help reach new customers from intelligent prospecting and retargeting.
“Two types of intelligent display advertising”
Prospecting is when a programmatic solution collects data and develops an understanding of a business’s target audience, and match these learnings and patterns with the online-population of consumers, to deliver the right ads, at the right time, to users that are the most likely to convert into new customers.
Retargeting uses technology that collects data and observes behaviour of users that have already visited a business’s website, sending ads to people that might be slipping away, e.g. adds product to cart, then leaves.
Retargeting is a very cost-efficient channel, and directs the media-spend to consumers who have already shown interest in your brand, and have a high chance of converting. This is a “must” to all ecommerce businesses.
The entire programmatic media landscape has been increasingly focused on securing big brand budgets, and the SMBs has been left out – something that we at Match2One believe is unfair, and want to change.
Book a demo-meeting to speak to one of our experts, we’re here to help you embrace programmatic advertising and start driving more sales to grow your business!