10 Expert Digital Marketing Companies in Singapore Capitalising on the Advantages of Programmatic Advertising

Why Programmatic Advertising is Important in Increasing Company Efficiency and Reduce Operational Cost

Over the last two decades, digital marketing has grown and changed significantly. Marketers have access to various channels, such as emails, social media, and search engines, to reach consumers. With so many options available, it is challenging to navigate the landscape effectively. That's why investing in programmatic advertising is such an advantageous move.

With it, you can open up a world of possibilities to reach your target audience. Leveraging AI and machine learning technology allows for the real-time purchase of ads tailored to each customer's interests. By automating this process with software, much of the manual labour is eliminated so that you can devote more time to optimisation and strategic planning instead. The compelling element of this method is its ability to help brands meet specific goals, from raising brand visibility and recognition through promoting services or products.

Advantages of Programmatic Advertising

Programmatic ad campaigns enable you to streamline your media buying process and remove time-consuming manual administrative tasks while eliminating the need for extended conversations. However, there are more advantages that programmatic advertising offers beyond this ease of use. Here are four perks associated with these types of ads:

Reduce advertising costs

Utilising automation to modify cost per thousand impressions (CPM) in real-time will ensure you're optimising your spending and saving money. Also, with the capability to accurately target desired audiences, you'll be maximising your ad budget while minimising waste on disinterested viewers – resulting in an improved return on investment (ROI). The metric helps you comprehend how much money has been gained from an investment or project, factoring in all its expenses.

For instance, let's take the foremost search engine giant, Google. It employed programmatic advertising in its Google Search App to expedite searches and increase reach by 30%. Moreover, they could do this three times more often while saving 30% on CPM.

Boost productivity

When you manage your advertising campaigns in your own hands, it becomes a challenge. Programmatic ads offer a solution that streamlines the purchasing process for ad space and allows you to shift away from day-to-day optimisation efforts. This system deals with all bidding and buying on your company's behalf so that you and your marketing team have more time to dedicate towards other significant tasks.

Get more control

Programmatic advertising gives you the flexibility to modify your campaigns, granting you the power to test and improve outcomes in real-time. In addition, rather than depending on publishers or third parties for handling your ad budget, now you have total transparency over fees, giving your business complete control. This means you will know where and how your money is spent.

Increases audience reach

Programmatic advertising helps you expand your online presence, targeting and reaching millions of potential customers. With just a few clicks, your brand is boosted across multiple platforms—maximising the visibility of your products or services so that more people recognise them when searching for them online.

Types of Programmatic Advertising

When comparing programmatic advertising to the more traditional routes of digital advertising such as television, radio and mail ads, programmatic provides a much wider range of choices that maximise your chance for revenue. Here are three different types of programmatic options you can use:

Real-Time Bidding

Real-time bidding is a dynamic programmatic method of buying and selling ad space. This type of targeting provides more accurate reach to the right audience based on online behaviour, device usage, and interests. Once a user visits a page with real-time bidding set up by an exchange platform, all advertisers are notified through an impression call where they bid for their ads to be served on that website. The highest bidder wins the auction and displays their advertisement for others to see.

Programmatic Direct

With programmatic direct, advertisers are able to purchase impressions before being served. No bidding is involved, and the placement cost is agreed upon. As an advertiser, you can offer a bundled package of a certain inventory on publisher websites or apps that fit your desired target audience. For example, suppose you're aiming at IT professionals with an assurance of location and full control over the CIO's homepage. In that case, agreeing on a particular number of ad impressions ahead could benefit both parties.

Private Auction Sales

Private auction sales are a select programmatic buying model reserved only for pre-approved advertisers who have been invited to access exclusive and premium ad inventory packages. This process allows publishers to customise their website or app experience by choosing which advertisers they want to work with instead of opening up the platform publicly.

How Programmatic Advertising Works

Programmatic advertising requires two integral entities: you, the buyer or advertiser, and a publisher's website. Ad exchanges are spaces where these parties meet to negotiate a price for an advertisement. Examples of multiple ad exchanges include DoubleClick, Right Media Exchange and AppNexus.

Advertising networks provide great service if you need more time and find the right ad inventory for your campaign. They aggregate publisher inventories into one easily searchable platform, tailoring it to meet advertisers' needs. The buying process is easy as both the Demand Side Platform (DSP) and Supply Side Platform (SSP), used by advertisers and publishers, facilitate transactions easily. With DSPs, marketers acquire placements in no time while also controlling the cost-per-impression of their buys. Meanwhile, SSPs help publishers monetise their inventory quickly through efficient sales processes.

As the advertiser, you can leverage a DSP to purchase display ads, video content, mobile advertisements and search results. To ensure your campaigns succeed in reaching their desired audience, it is important that you define buyer personas and allocate an appropriate budget for each campaign.

The DSP carefully evaluates the user's data - age, gender, location and website behaviour - received from the SSP to determine which ad space is best appropriate for the advertiser. Upon finding a matching fit with both parties' criteria, it will automatically bid on that space in real time so that viewers can instantaneously see your advertisement on their screen.

How to Excel in Programmatic Advertising

Programmatic advertising has become a valuable asset to marketers worldwide due to its capacity for cost-savings, time management and access to real-time data. Using computer software, you can target your audience more precisely than ever. If you're looking into programmatic ads as part of your marketing strategy, follow these helpful tips.

• Maintain brand safety and reputation

To ensure your brand stays away from inappropriate or degrading content and preserves its reputation, list sites you would never want it featured on. To create further positive exposure for your business, formulate an additional list of URLs where you should feature your brand.

To preserve your credibility, taking additional precautions beyond the list of permitted websites is always wise. Consider investing in a private marketplace rather than an 'open exchange' (public marketplace) for optimal protection. Programmatic private marketplace has become increasingly popular because it guarantees that it will place advertisements on top-notch web pages.

• Understand the customer journey to bid on better ad spaces

If you want to create more effective display advertisements and optimise your chances of conversion, it is important that you pay attention to the customer journey. When you recognise which stage of awareness your consumer is in, this guide is where they can look for information about a product – such as on blogs and other websites. An improved understanding and consideration of customers' needs or desires will improve every step in marketing.

• Practice A/B testing before making a huge investment in one strategy

Regarding programmatic advertising, never leave anything up to chance – always make decisions backed by data. By running multiple A/B tests based on your objectives and target audience, you can effectively evaluate which private marketplace or open exchange yields a higher return on investment. Moreover, testing different parameters will allow you to optimise your ad campaign in real time so that more money is spent where maximum ROI is generated.

• Employ appealing and rich media in your campaigns

Rich media is a great asset in the digital marketing landscape. It utilises captivating visuals such as audio, video and images to capture viewers' attention while encouraging them to interact with your ads. Intense competition in the digital sphere means that if you want to maximise CPM returns or improve ROI through clicks, having prospects connect with you is crucial.

• Use insightful audience data

Accurate data is the key to targeting your ideal audience. Without detailed insight into whom you are engaging with, you could be wasting significant amounts of money on campaigns that don't come close to yielding desired results.

Data provides powerful insights related to effective targeting strategies and locations, conversion rates and potential profits generated at the end of each day. Collecting high-quality information should always be a top priority in any successful marketing strategy. Marketers have access to three forms of data: 1st party, which they directly collect; 2nd party, collected by a partner; and 3rd party, aggregated from DMPs.

How to Choose an Agency for Programmatic Advertising

For your business to remain ahead of the ever-changing market conditions, it's vital that you search for a top programmatic advertising agency. This partner should be more than just an agency; they'll construct a programmatic strategy tailored to meet your goals and help steer traffic toward your brand before spending any budget.

Your potential advertising partner will supply concepts, creatives, and technologies that suit what works best for you before incorporating them into their DSP. Here are some factors to think about when picking out the ideal programmatic agency:

• Check to see if the agency is renowned and trustworthy

Before entrusting your business to any agency, conducting thorough research on their background and reputation is important. Gauge the success of previous clients by looking into how long they have been with the agency and their client retention rate. Remember that you are investing money in this decision, so make sure that whomever you choose will be able to promise - and then deliver - great results delivered within a reasonable timeline.

• Ensure the fit is right

When selecting an agency for programmatic advertising, make sure they have worked with businesses in your field or understand it well. They should also craft a plan modified to your objectives instead of just selling you the same strategies they used with other customers. This ensures you get the best out of their services and reach your goals faster.

• Inquire about transparency

As a brand or client, if you choose to go with a fully transparent pricing model, ensure your programmatic partner gives you thorough reports that will help determine how well campaigns are achieving your goals. All media purchases should be presented in detail, including line-by-line item and impression-by-impression breakdowns for maximum accessibility. If they are unable to deliver this level of transparency, the agency model is not entirely transparent.

• Check that you’re comfortable with the DSP they use

Ask questions about what type of demand side platforms they know and why they chose the specific DSP. Remember that each platform is distinct, offering various data combinations, algorithms, inventory accessibilities, fee structures, reports and support services. In addition, note that certain DSPs are ideal for particular industries. For example, Google DV360 could not be as strong regarding grey market sectors such as sports betting or casino gambling.

• Familiarize yourself with their programmatic strategy

Innovative digital marketing agencies will remain abreast of the latest advancements in their field, providing clients with invaluable insights on new ad formats, tracking standards, analytics platforms, data sources, and programmatic media buying strategies. These professionals equip you with a clear understanding of how these elements are leveraged to achieve your business goals.

• Ensure you have a good working relationship

It's important to set clear expectations and establish an open dialogue to ensure your marketing team has a fruitful association with the programmatic agency. Select an agency available to respond quickly to questions and follow through on commitments promptly.

Programmatic advertising is an innovative approach to digital marketing that offers a range of advantages for advertisers. It enables advertisers to target their desired audiences more accurately, helping them reach the right people at the right time. In addition, programmatic ad buying eliminates much of the manual labour associated with traditional media buying processes, leading to greater efficiency and cost savings.

Finally, programmatic advertising provides tools and data insights to help advertisers better understand their target audience, allowing for more effective and streamlined campaigns. All in all, programmatic advertising is an invaluable tool for digital marketing. Its ability to deliver targeted and measurable results has become the go-to approach for many modern marketers.

Take a look at our programmatic advertising agencies to discover how their services can minimise overall ad costs and obtain richer data insights, enabling you to gain a better knowledge of your customers.