Today, inorganic digital reach has become an irreplaceable part of marketing budgets for businesses worldwide. In fact, 68% of marketers now opine that such paid advertising is critical for a business’s growth through marketing.
While digital advertising strategies have been around for a long time now, there has been a significant change in the inclination of advertisers to leverage technology to deliver the best results. That’s why today, programmatic advertising, driven by AI and ML technology, controls much of the market. But times are changing, as are consumers, and so is the digital landscape. Advertisers now need an even more innovative way to manage their digital campaigns and ads.
They need an integrated platform that can help bring together all the available digital channels and the advertiser’s workflow for every ad partner they serve. With an integrated platform, advertisers can reshape the future of programmatic advertising and enable seamless support for automated operations in ad exchanges and ad publishing.
Let us explore how such a platform can assist advertisers to get more ROI and better ad performance.
Here are five ways that integrated platforms help:
Seamless Control and Management
The vast diversity in today’s digital advertising market can become too complex for advertisers. The multitude of options and the digital landscape available for ad placement can overwhelm their traditional ad management practices and tools. It will be easier for advertisers to have control and management of their campaigns across multiple channels with an integrated platform.
This is possible because an integrated platform focuses on deriving comprehensive campaign insights from one place, a single source of truth as it were, irrespective of the number of channels advertisers leverage through the platform. This delivers more complete insights and can drive better decisions about customer targeting, messaging effectiveness, and budget break-up. Thus, advertisers get greater control and can create more impactful tailor-made campaigns.
Shorter Time to Market
We live in a very fast-paced world. Brands need to be at their agile best to respond to consumer and market trends faster than ever before. Newer product or service offerings get launched by brands across the world. New offerings and solutions emerge every day, and older products and messages often become redundant as a consequence.
This opens up yet another battlefront for advertisers that of getting their ad content ready for campaigns in the shortest time frame possible.
However, with an integrated platform for programmatic advertising, they can target consumer segments faster and shift channel strategies quickly for faster impact. The pace at which integrated platforms can help advertisers use real-time data for targeting a specific set of customer personas can enable shorter time to market for crucial messaging from brands.
Effortless Customization and Configuration
Integrated platforms can play a vital role in driving effort optimization by allowing the consolidation of the efforts involved. Such platforms offer a vast array of audience segmentation or customer segmentation capabilities in one place. Planning can become better organized and efficient.
The same holds for designing campaign tracking and monitoring modes as well. Modern integrated platforms allow advertisers to customize their dashboards and configure them in one place seamlessly. It becomes easier to measure important metrics such as demographic or geographic influence, customer responses, and much more.
There are a wide variety of custom configurations that advertisers can leverage to stay on top of a complex bundle of campaign options to continue to target the most valuable customers through the most desirable channels.
Avoid Fragmentation
From an advertiser perspective, there may be multiple teams working on the same large campaigns or different brand promotional activities. This creates room for inconsistency in messaging and duplication of effort. Fragmentation in the messaging strategy across different teams can have serious consequences.
Conflicting goals, strategies, tools, etc., used by different teams can result in wastage of effort or lack of clear alignment with organizational principles or goals.
The challenge multiplies when there are online and offline channels of advertising added to the mix. An integrated platform will allow for greater control and consistency. Advertisers can gather audience insights across all the outreach channels and tap a single source of truth for operational data for all teams to use. This helps ensure alignment and adherence to a common purpose.
Enables Wider Channel Reach
Automated trading and programmatic advertising have opened up newer avenues to connect with today’s tech-savvy consumer base. From smartphones to wearables and connected TVs, the number of channels advertisers can address through their campaigns is immense. Add to that a range of demand-side platforms, consumer apps, eCommerce sites, influencers, and social media channels, and OTT options, and you get a sense of the true scale of complexity today. With an integrated platform, advertisers can overcome some of the complexity.
They can segment users according to channel and a variety of other characteristics. They can propel contextual ads based on interests and monitor the outcomes across all channels from one place.
Digital ad spend is projected to comprise 57.5% of all advertising spend in 2021 according to studies marking, possibly, the first time digital will outstrip other forms of advertising. In this context, the role of programmatic advertising powered by an integrated platform will become critical in empowering advertisers to help brands win the hearts of digital-savvy customers and deliver transformational ROI for brands.
