These are paid advertisements, known as ads, and, surprisingly, they are not stalking you, they are simply accompanying you on your decision-making and purchase research journey. In fact, they appear in an almost personalized way and speak to those who read them literally.
And you may have even asked yourself at some point: “Why am I seeing this ad?”
The answer to this question is that it is basically related to the searches that the user carried out at some point, involving demographic information, such as age range and location, behavioral profile, persona, and others.
Believe me, through this tool there are opportunities and a lot of potential for your brand.
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Programmatic media
Programmatic media
First of all, it is necessary to explain its purpose and function. Programmatic media is nothing more than a marketing strategy and actions that require investment for its dissemination, that is, it is the purchase of advertising spaces to promote services, products and brands.
Paid media is what we broadcast on digital platforms, such as social networks, websites, and e-commerce. Both go hand in hand and are part of our daily lives.
The idea is that, using this tool, advertisers can capture and understand who is finance and banking email list interested in their specific segment.
In other words, it is much more efficient for brands, as they can advertise to specific audiences and obtain more detailed, practical and clear results.
These results can be analyzed as: who clicked, where the customer navigated in their last searches
If we think about the analysis aspect of how a campaign can be carried out, programmatic media fits perfectly into different formats, such as graphic ads, video ads, pop-ups, banners and more. It's all a matter of study and how the ad can be tested and worked on.
It is no surprise that the way we communicate has changed every year, both in the way we speak and express ourselves, as well as in the way this information is conveyed.
It is interesting to think that programmatic media has found a place to be displayed in advertising space on the internet, as if it were a shop window. In order to achieve better results, being able to invest according to demand
And thanks to smart technology that can measure and monitor data about online traffic and consumer behavior, this information can be used to adjust the advertisement based on the customer's profile.
That is, from the persona and their characteristics to filtering their internet searches. Programmatic media filters data about consumer behavior , generating insights about each search, which makes it easier to create more personalized and even smarter ads.
Paid media easily makes it easier for indecisive customers who haven't found what they need yet, since the ad is almost like a sign saying: “You found what you need.”
And that's why the sector is constantly growing. In 2021 alone, the paid advertising market was already valued at US$418 billion, double the amount in 2017, according to data from Statista . By 2026, this number is expected to reach approximately US$725 billion. A lot of money, but also a lot of study and dedication.
And for this, it is important to understand the true objective and purpose of the ad, even before investing any money. This way, the results will be assertive and efficient.
But after all, to channel it correctly, understanding the campaign's destination will ensure that the result reaches the customer in a unique way.
If the aim is to increase sales volume, create a campaign that encourages the customer to buy, offer discounts, advertise a new product, point out a need that the customer is interested in.
Another benefit is that the ad encourages traffic to the website, increasing the chances of the customer learning more about your products and sparking interest in purchasing the brand.
Another request is that the advertisement is also a call to action to talk about your positioning and identity in the market.
Faced with so many possibilities, you can't be careless and ignore the trends that the market demands.
Therefore, benchmarking is an overview that your company can have with other brands, actually comparing the performance of your delivery in relation to other advertisements from neighboring brands.
The purpose is to analyze how your company is developing in the market and observe processes and tactics that can be implemented to improve results.
Not with the intention of copying the competition, because that doesn't generate results or positioning. It's with the aim of having references of what to follow as an example and what not to do.
Use and abuse creativity in a clear and strategic way. Each communication needs to be intentional and not just another piece of information lost on the web.
