Using Programmatic Advertising as a Digital Marketing Strategy | Rachel Mullins

 

What is Programmatic Advertising

Since fashion brands need to advertise on the web, advertisers are reliant upon intermediaries and affiliate networks such as google ads for automated distribution and placement known as programmatic advertising. Programmatic advertising is defined as a large-scale, real-time bidding process, whereby ads are automatically assigned to available spaces across types of media and geographic regions upon an individual user’s browser request (Alaimo & Allinikos, 2018).

There are two main ways that Group Fashion use programmatic-advertising placement to chase traffic between websites and online advertising:

  1. Prospecting, the advertisements follow the clicks; intermediaries such as google ads place advertisements based on text and keywords on the websites with the hope of generating new interest. 

  2. Retargeting, the advertisements follow the users; intermediaries place advertisements based on the particular website viewer, essentially following a specific user from site to site (Mills, Pitt & Fregusson, 2019)




From Traditional to Digital Advertising
Traditionally, advertisers would find out where and when their target customers will be, place the advertisement, and hope for the best. Within digital marketing, the automation of programmatic advertising requires the establishment of standards and the development of technologies to govern the behaviour of market participants (sellers, buyers, intermediaries) (Alaimo & Allinikos, 2018). It allows fashions brands such as Tiffany & Co. to target their viewership with ultimate precision, literally down to the individual unique user. For the first time, marketers have the ability to reach consumers so deliberately, but it remains an issue to tightly control where and how the advertisements are seen.


Programmatic advertising is highly efficient, cost-effective, virtually immediate, and designed to completely reach and chase the individual target consumer. Group Fashion is here to help you get started with programmatic marketing today! To target in this manner, however, prioritizing consumers over context, advertisers must cede almost all control over advertisement placement to the intermediaries (Mills, et al., 2019).

#fashionindustry #programmaticmarketing #programmaticadvertising #digitaladvertising

References

Alaimo C., Kallinikos J. (2018) Objects, Metrics and Practices: An Inquiry into the Programmatic Advertising Ecosystem. In Schultze U., Aanestad M., Mähring M., Østerlund C., Riemer K. (eds) Living with Monsters? Social Implications of Algorithmic Phenomena, Hybrid Agency, and the Performativity of Technology. IS&O 2018. IFIP Advances in Information and Communication Technology, vol 543. Springer, Cham. https://doi.org/10.1007/978-3-030-04091-8_9


MILLS, A. J., PITT, C. and FERGUSON, S. L. (2019) ‘The Relationship between Fake News And Advertising: Brand Management in the Era Of Programmatic Advertising and Prolific Falsehood’, Journal of Advertising Research, 59(1), pp. 3–8. doi: 10.2501/JAR-2019-007.




Comments

  1. FasionBlogDigitalMarch 28, 2021 at 9:06 AM

    This comment has been removed by the author.

    ReplyDelete
  2. FasionBlogDigitalMarch 29, 2021 at 4:58 AM

    Programmatic advertising is an automated route (programmed buy algorithms and machines) for purchasing ad space in real-time. Programmatic advertising has made life easier for advertisers and marketers as it has cut out the middle man and simplified the process of advertising (Basha, 2018).

    Whitman (2014) discusses how programmatic ad buying offers a way to utilise the technology of today to maximise an ad’s influence and ad power by gearing specific ads to today’s digital user. Programmatic advertising helps to makes ads more target orientated by using audience profiling, which alternatively helps to analyse buyer behaviours across multiple platforms.

    At Group Fashion Agency we value traditional marketing methods but as we are approaching increased competition and additional pressure to keep up with this rapidly growing industry, we are adopting programmatic advertising to ensure our client’s digital marketing campaigns are effective and target orientated.

    • Basha, A. (2018) "Programmatic Advertising: Future Of Digital Marketing", Business World.
    • Whitman, H. (2014) “Programmatic Buying- and Why You Should Use It”

    ReplyDelete
  3. FasionBlogDigitalApril 5, 2021 at 2:44 AM

    Programmatic Advertising: RK

    Spending on programmatic advertising has increased dramatically in recent years. According to IAB Europe (2019), programmatic advertising spending reached €23 billion in 2019. It is estimated to reach $147 billion dollars by the end of 2021.

    Programmatic advertising is often associated with lots of confusing jargon and terms. The Digital Marketing Institute has provided a really helpful list and explanation of these terms here: https://digitalmarketinginstitute.com/blog/your-ultimate-guide-to-programmatic-advertising-terms . It is important to understand these terms before using or researching programmatic advertising platforms.

    There are a wide variety of programmatic advertising platforms available to businesses such as MediaMath and SmartyAds. It is essential to research any platform thoroughly before deciding to use it. Kabadaian (2020) advises researching which websites, pricing structures and ad exchanges are provided by the platform to ensure it is the right match for your organisation.


    IAB Europe (2019) “Programmatic Advertising Spend Report 2019” [Online] Available at: https://iabeurope.eu/knowledge-hub/the-programmatic-advertising-spend-report-2019/ [Accessed 28th March 2021]
    Kabadaian, H. (2020) “The What, Why and How of Programmatic Advertising (And 5 Tips on Using It)” [Online] Available at: https://www.entrepreneur.com/article/348613 [Accessed 28th March 2021]

    ReplyDelete

Post a Comment

Popular Posts