INTRODUCTION
Programmatic Marketing is a growing discipline becoming popular in the Marketing community at an exponential rate. In, 2014, $10.06 billion dollars were spent programmatically and is increasing by 30% yearly according to the review by Boston consulting group. It is expected to reach $30 billion by 2019. With technology innovation at its peak, Programmatic is outgrowing the traditional marketing. With ads being placed for online display, mobile and video campaigns, Programmatic is making its way into TV and Social media too.
With billions of targeting combinations to choose from, it is almost impossible to carry out advertising as a niche endeavor. Most of the placement of advertisements depends on Marketer’s intuition instead of
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The publisher himself delivers these impressions. This comes under direct sales and includes Print, Broadcast, Direct mail and Telemarketing.
Programmatic Advertising uses Artificial Intelligence to automate this buying and selling of ads. This type of Marketing model is entirely automated with the buyer not having any contact with the seller, or automating the process after they have come to terms. Though the former part is still not in use extensively, it is gaining momentum. Programmatic is just like buying a product from Amazon. The seller provides all the necessary information and any organization or individual can purchase it with the listed price or through an auction (mostly online).
HOW DOES IT
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And with Programmatic automating the tedious tasks of ad buying like manual RFPs, tax negotiations etc. companies will have more time for the sales and marketing team to plan other campaign aspects and implement new strategies. Publishers are also relieved of the task of real time bidding for their ads. Altogether, it is making the work of buyers and sellers more cost and time effective.
ABILITY TO ELIMINATE AD FRAUDS
Many people think that automating this process will result in a great increase in Ad frauds. But ad frauds have been in existence from a long time and automating the process is not going to make much difference. Furthermore, the machines learning technologies can be taught (with insights from marketers) to identify these frauds and avoid them automatically.
BIG DATA
With the introduction of Big Data, the potential for Programmatic has proliferated beyond normality. User data is collected continuously and the automation process uses this data to optimize ads as much as it can. This enhances the value and performance of the ad and the advertising market
Joseph Turow’s The Daily You shows us the in depth look of behind the scenes of the advertising industry and its impact on individuals in the consumer society we live in. Every time you click a link, fill out a form or visit a website, advertisers are working to collect personal information about you, says Joseph Turow, a professor at the Annenberg School for Communication at the University of Pennsylvania. Then they target ads to you based on that information they collected. This tracking is ubiquitous across the Internet, from search engines to online retailers and even greeting card companies.
The National Hockey League (NHL) is one of the most popular sports in the United States. The professional sports industry is based on profit, competition, and growth. This industry which includes, baseball, football, basketball and hockey has the ability to generate approximately $8 billion in revenues annually. This revenue is generated from, ticket profits, media revenues, licensing fees for names and logos, merchandising revenues, endorsements, luxury sky boxes, parking fees, and concessions. One famous hockey team is the New York Islander’s (NYI), who became the dominant team after winning the 1983 finals. Their fame quickly diminished in 1984 when they lost the Stanley cup finals against Edmonton Oilers, four games to one. The Islanders have not won another title since that time which resulted the team to enter a slump that would be difficult to recover from as fan attendance and sales began to decrease for the team. With fans on their last legs the New York Islander’s management team must attempt to pull this team from the miserable slump they are in. Management must develop a...
Advertisement agencies use behavioral advertisement, or third party cookies, to track customers on and off their client’s website. This allows them to create specific banner ads that display content viewed and not purchased, in hopes of getting a larger customer return and purchase rate. This practice is increasing among e-commerce and is raising concerns with ethical and privacy advocators.
In a world now seemingly revolved around technology, companies can reach their audience with an ad almost in any daily task. Whether it be during a Candy Crush game,
Marshall, Patrick. "Advertising Overload." CQ Press 2014: n. pag. CQ Researcher Online. Web. 18 Mar. 2014. .
For most companies, advertising can be a costly affair. On the one hand, customers are getting more information about new products, goods and services. While, on the other hand, it has to be effective, noticeable and remembered long enough to make potential customers into actual ones.
In this century, there are too many new technologies such as cars, televisions, computers, video games; and many more are coming before we can catch up. As you can see, advertisers have their way to announce and present their advertising to make you want to tryout and want to own one of their products.
Analysis of an Advertising Campaign We are swarmed by advertising. Companies constantly battle to compete for the sale of their product. Adverts appear in every form of media including radio; television; Internet; billboards; newspaper; flyers and magazines. The advertiser wants us to buy their product above their competitors. The basic aim of advertising is to convince the target audience that their product is the best in the field and superior to the other products of similarity.
Ads (or advertisements) are everywhere. These messages come from different platforms, and they are aimed at convincing people to purchase goods, services, and ideas. From its simple beginnings in ancient Greece and Rome, advertising is now multimillion-dollar industry. Companies make huge investments, utilize sophisticated technologies, and make use of very persuasive language to market existing products (Green, 2012). The automobile industry made excellent use of advertisements. According to Georgano (2013) “the advertising industry and the automobile grew up side by side and each was a major stimulus to the other” (para 1).
Apex offers many trips and classes that range from 4 hour periods, to multi day expeditions. One major challenge is how to attract both new, and existing clientele that mostly participate in day trips, to more intensive multi day excursions. Fortunately, there are several marketing strategies that can be utilized to aid in this process. These include, guerrilla marketing, the use of social media, determining target areas and demographics, offering incentives to clientele, as well as active community involvement from the Apex team.
Berkman, Herald W. and Gilson, Christopher. Advertising: Concepts and Strategies, 2nd ed.. (New York: Random House, 1987). 244.
First, the transactional support system encompasses all of the information contained within a single business process or unit of work, and its primary purpose is to support the performing of daily operational or structured decisions. Some examples of transactional information are when customers purchase stocks, make an airline reservation, or withdraw cash from an A.T.M. (Baltzan, 54). A customer of Actionly could use this information for behavioral targeting purposes. Behavioral targeting refers to a range of techniques and technologies which allows advertisers to increase the effectiveness of their campaigns (I.S.P., 2009). Actionly’s customer could then apply this information to its current advertising strategy to ensure that they are getting the most return on their advertising investments. For example, McDonalds may choose to advertise grilled chicken sandwiches on the screen of an A.T.M. machine close to one of its restaurants at 12:00 p.m. if transactional information gathered by Actionly suggests that there is a spike in the frequency of the A.T.M.’s use at that time.
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
“Not Being Advertised…How The Advertising Business Has Changed Over Time.” Ezine Articles, Allan Kalish, 22 December 2005. Web. 4 October 2009
Internet threw open the plethora of opportunities for enormous scaling of business, thanks to the massive scope of expanding as well as popularizing the business by way of online advertisement. Now, every kind of business no matter big or small businesses can expand itself by way of online advertising where there are massive users across the whole world.