Consumers today are more connected, interested and engaged than ever before. Grasping these circumstances is critical for any advertiser hoping to grab the attention of the buying public. This article highlights the three key angles of consumer behaviour and how programmatic buying is able to help you respond to these consumer behaviours effectively.
Three Reasons Brands Should Embrace Programmatic Buying
Consumers today are more connected, interested and engaged than ever before. Grasping these circumstances is critical for any advertiser hoping to grab the attention of the buying public. Here are the three key angles of consumer behaviour to understand.
1. Connectivity
Smartphones, tablets, computers, watches and even eyewear now provide constant connectivity. This consumer shift is having a huge impact on how brands can reach their audiences. Advertisers have access to more user interactions than ever, and each one of these provides an unmissable chance for brands to be relevant and engaging. The challenge going forward is to make the most of each and every moment, across any screen.
2. Interest
When it comes to stimulating interest among consumers, relevance makes all the difference. Audiences are no longer impressed by one-size-fits-all messaging, and increasingly these kinds of ads are simply being tuned out. On the other hand, the reward for relevant messages is consumer engagement. By optimising for relevance, it's possible to transform passive bystanders into interested, participatory audiences.
3. Engagement
It used to be that advertising was a bit of a one-way street. Not anymore. In the current digital climate, consumers lean forward and actively engage in online experiences. They're also in the driver's seat, controlling when, where and how they want to engage. Fostering brand love today is about engaging experiences that are truly relevant to consumers.
How can brands take these realities and turn them into brilliant marketing messages? By embracing programmatic, they can take advantage of:
- One-to-one connections with audiences, at scale
- Engagement across screens, and with rich formats
- Access to top-quality inventory
- Measurement of what matters most
Because it lets advertisers respond to audiences in real-time with highly relevant messaging and great creativity, programmatic buying is an unbeatable tool for generating interest in products, winning new customers and earning outright fandom.
It works by using audience insights together with technology to tailor messages to the right person, at the right moment, in the right context. In this way, brands are able to react to real-time signals on an impression-by-impression basis across screens and across channels.
Programmatic buying may have won early accolades with direct response campaigns, but huge progress has been made in using programmatic technology to meet the needs of brand campaigns, too. Brand measurement, inventory quality and creative flexibility are paving the way in this area.
We've never been closer to the ultimate promise of brand advertising in the digital age: efficiently and effectively running highly relevant, creative, responsive and measurable brand campaigns, at scale. Getting set for success depends on following a tried-and-tested process.
The five-step "Programmatic: A Brand Marketer's Guide" has more context and lots of ideas for helping brand marketers and agencies to successfully embrace programmatic buying.
