How Programmatic Advertising Helps in Branding?
Programmatic is not only for conversions, but also plays a role in branding strategy. Above-the-line advertising includes print, TV, radio and other media. These are great for upper-funnel strategies of marketing.
But, for below-the-line categories, programmatic is explicitly effective and is known as a conversion driver. The programmatic display allows taking advantages of the branding opportunities, and it is essential to undertake direct display strategies to use in programmatic.
Approve the appropriate KPIs to your brand:
The first and foremost step is to approve or agree for the appropriate KPIs to make it zero. This will offer benefits to you in programmatic advertising, allowing you to focus on driving all of them in a quantitative approach. Although the primary key is the methodical approach, branding is supposed to have more tendencies to be associated with indistinct performance metrics.
Reach is considered to be the primary important factor, but, CTR, visibility and site visits are the principal metrics that do the job of tracking from the beginning. If you want to measure uplifts, Google’s brand lift surveys are very easy to use. You can also do a manual measurement to check your performance in reaching the people and increasing the engagement.
Audience approach is important:
Programmatic is known to be great for targeting visitors and driving conversions. But, branding requires proactive methods. You can simply start with a top-down approach, where you will consider your clients, track the competitor’s sites and the audiences that can be targeted.
Try to target the most engaging audiences. After this, shift to the bottom-up approach, build the segments around by choosing the most engaged audiences and confirming them the budget.
Use the latest targeting strategies:
Give your priority to the fast-evolving ad tech over anything. Try to experiment with the latest features; this will help you to restrain or support the potential for using the ways of programmatic for branding.
If you want to undertake a mixture of targeted keywords, app and URL targeting, the custom client audiences of the advertising platform DoubleClick will help you. The entire process will offer you flexibility and will also help you build the audience segments that are hyper-concentrated.
Focus on creativity:
Although you are focusing on the activities of branding, also open up your mind in testing creatives and establishing healthy relationships with new suppliers. If the old methods are working out well, it is a tendency to keep it.
But, if you are using latest ad technologies, an ongoing process of creative development should be there. Exploring with creativity is the way to know that, which visitors are engaging with the latest brand identity. Try to showcase business professionals because it often drives the level of engagement.
Make use of cross-channel learning:
For any marketing strategy, cross-channel outlook, matters. For the below-the-line strategies of branding, the clients need to make a thorough understanding of the audiences. Try to gain a max reach in order to communicate brand messaging.
Doing a collaboration with a social team may also bring fruitful results as it will help you to test high-engagement audiences and to understand and capture the best performing audiences of the clients.
Conclusion:
Above-the-line advertising is mainly associated with strategies of brand awareness, not only because it is effective, but also it probably has the widest possible reach to distribute brand messaging. Be ready with your goals, focus on your objective, make your team stay focused and encourage them constantly. Work out and experiment with the latest ad technologies for effective results.
