Boost Your Brand Visibility with Programmatic Media Buying

Promoting a product necessitates a meeting point for the product and potential customers — the latter to discover the former. This is the essence of advertising. The narrative on advertising’s function and value could end here, were it not for the nuances that truly matter. Traditional internet advertising methods include banner ads, contextual advertising, social media campaigns, email marketing, and video ads on platforms like YouTube. However, these methods share a common flaw: they lack personalization, failing to cater specifically to the product advertised or the intended audience. Enter programmatic media buying solutions, a digital advertising revolution that personalizes marketing efforts to target audiences more effectively.

As a point of reference, 80% of advertisers already use programmatic media planning, and this number is growing by 20% per year. Brands using programmatic advertising see a 30% increase in visibility. By 2025, 90% of all digital ad campaigns will be delivered through programmatic platforms (calculated by Forrester Research). However, fear of the complexity of technology adoption, lack of knowledge, and anxiety about the prerequisites of working with big data may be holding back your optimism for the inevitable future. The marketing experts at Smarty Ads assure you that programmatic media planning — a powerful tool for increasing brand visibility — is the future of advertising. Below, we discuss how programmatic marketing can help your brand and address your concerns.

How does programmatic media planning increase brand awareness?

A few words about the importance of brand awareness. When you want to buy a quality product, you’re looking for information that goes beyond general features — it’s what’s behind the name — the reputation. The latter opens the doors to trust and customer loyalty. Next time, once you entrust your problems to a brand that has earned your trust, its name will be enough to give it an edge over its competitors. By speculating on the name, brands sell more and spend less on advertising — says Robin Waite, international business coach. Software-based advertising helps to achieve such personal recognition.

Here’s how it works. The key feature of a programmatic campaign is the ability to fine-tune it. For example, you know that the target audience for your virtual office services, which come with your own SaaS solution, are young people in small and medium-sized businesses, usually startups. Here is an example of the target audience for your planned office product:

1. Name: Anna Ivanova
   Age: 35 years
   Job title: Founder and CEO of a startup
   Location: Moscow, Russia
   Education: Higher, MBA
   Marital status: Married, two children
2. Professional goals:
   1. Business expansion to the international market.
   2. Creating a professional image of the company.
   3. Reduced operating costs.
3. Needs and pains:
   1. A prestigious address in London to increase the trust of clients and partners.
   2. Mail and call processing services to maintain a professional level of service.
   3. Access to meeting rooms for meetings with clients and partners.
4. Behavior and preferences:
   1. Actively uses digital tools to manage business.
   2. Values ​​flexibility and the ability to work remotely.
   3. Looks for ways to optimize costs without losing the quality of services.
5. Values:
   1. Professionalism and reliability.
   2. Innovation and technology.
   3. Efficiency and productivity.

As you can see, targeting criteria include specific demographics, education, marital status, behavioral characteristics, and interests-all of which can be customized down to the timing and geolocation of user activity. With this in mind, when comparing traditional advertising to programmatic, the former is like a shotgun firing randomly in any direction, while the latter is like a sniper rifle targeting exceptional prospects.

Just as computerized advertising personalizes the audience, it works the other way around — the product of advertising is personalized and named. In the context of building brand awareness, digital media planning is a powerful tool that can go even further to create a memorable and lasting image in the marketplace. Follow the case and toolkit below to see how it works.

DSPs and SSPs: Key elements of programmatic media planning

Software-based advertising provides companies with a toolkit that allows them to implement different branding strategies. The two main tools of algorithmic media planning work — the first on the side of the advertiser, the second on the side of the advertising platforms, and all in the interest of a third party — the target audience. In detail:

1. Demand-side platforms (DSPs) buy digital ads in real time on websites, in-app, and other platforms such as Smart TVs or public billboards. By setting up targeting, advertisers can deliver their brand to exactly those users who share their values and ways of achieving their goals. 
2. Supply-side platforms (SSPs) help ad platform owners sell their digital space. Publishers compete with each other to provide the best content, user experience, and innovative engagement strategies to attract and retain their audience.

The role of intermediary between DSPs and SSPs is filled by Ad Exchanges — digital ad marketplaces that facilitate real-time interaction between the two. This creates an advertising ecosystem that benefits everyone involved: advertisers can reach exclusive audiences by aligning with user patterns, and ad platforms operate more efficiently by expanding reach and increasing the frequency of impressions. Finally, audiences receive advertising that provides solutions rather than causes annoyance.

Effective programmatic advertising strategies to build brand awareness

The smart advertising toolkit allows you to implement various strategies of promotion on the market — from quantitative nameless goods and services to named companies. Take the strategy of personalization and dynamic creative optimization (DCO) which can help you focus on strengthening the awareness and image components of your business. This involves creating relevant ads that are tailored to the individual preferences of your target audience

Insight from our partners at Smarty Ads: Use programmatic algorithms not only to find customers, but also to “eliminate” them. By removing users who are definitely not interested in your product, you’l increase your accuracy tenfold — and save your advertising budget.

In addition to retargeting, a lookalike audience strategy can help you tap into new growth areas. It uses the behavioral patterns of old audiences to identify and serve ads to new, similar audiences. 

Using programmatic campaigns also provides the ability to create personalized ads — increasing audience engagement and making ads more memorable. Finally, the strategy of contextual advertising, multi-channel campaigns, and real-time creative optimization increases the chances that audiences will notice the brand in a familiar environment. The primary goal of programmatic media buying strategies is to help brands get in front of the right audience and increase brand awareness through precision, personalization, and reach — and they’re doing a great job. How to use targetable advertising to build brand awareness is something MediaMax knows better.

Bottom Line

Programmatic media buying solutions may seem complicated, but they’re simply a smarter way to reach your audience. The strategies we’ve discussed — personalization, DCO, and similar targeting — are just a few of the powerful tools available to increase brand visibility. Whether you’re targeting a niche or casting a wider net, programmatic tools offer unmatched precision. As digital marketing continues to evolve, programmatic advertising stands out as a method that combines innovation with proven results. Ready to grow your brand awareness? Don’t wait start using AI-powered advertising now and make your brand stand out.

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