Improve the Customer Experience with Programmatic Advertising
Programmatic advertising and customer experience are usually discussed separately. However, they shouldn’t be. All advertising efforts present opportunities for your brand to connect with consumers.
Your programmatic advertising strategy should be centered around providing a great user experience (UX). Once you have addressed the UX, then you can build the rest of your marketing strategy around some core solutions. But how exactly do you create a user-focused programmatic ad campaign?
Accomplishing this goal requires a comprehensive approach that will address multiple facets of the user experience.
Below, the team at Insights ABM breaks down each of these components so that you can create a balanced programmatic ad campaign. As a firm that specializes in creating programmatic advertising for small businesses, we want to help you leverage this powerful tool.
How to Evolve Your Programmatic Ad Approach
Programmatic advertising relies on complex algorithms to present specific content in front of a core demographic of users. In order for your campaign to work at optimal levels, all components must work together seamlessly. Otherwise, the user experience will suffer and your ad dollars will be going to waste.
The fact of the matter is that users actually want customized ad content. The average consumer welcomes high-quality ads that are relevant to what they are looking for.
Three out of four users have said that paid ads make it easier for them to find the information that they are looking for. If you want to evolve your programmatic ad approach to a one-of-a-kind campaign that users will love, there are several things you should keep in mind.
Focus on Consumer Data
Consumer data lays the foundation for your programmatic campaigns. Ideally, we suggest starting with first-party data. This includes information that you have collected directly from your target audience.
By analyzing first-party data, you can detect trends that are demonstrated in the way that audiences interact with your content.
You should supplement this information with second- and third-party data. This data is collected by entities that do not have direct relationships with the users. Examples of third-party data include purchase history and social media names.
It is essential to keep your data as current as possible. By doing so, you can achieve a deeper understanding of your audience and better connect with consumers.
Do Not Treat Privacy as an Afterthought
Consumer privacy has become a hot-button topic in recent years. While collecting user data is important to your programmatic campaigns, it is important that you do so ethically. That is why we recommend implementing a data collection policy.
Your program should address issues such as:
- What data is being collected
- Who has access
- How long the data is being retained
This will help you to do right by your customers and stay within the bounds of federal regulations.
Choose the Right Tech
Your technology stack facilitates programmatic advertising. Great software will translate into an enjoyable user experience. On the other hand, outdated programs will derail your hopes of programmatic advertising excellence.
Ensure that your back-end development software is capable of handling a programmatic campaign at scale. If it is not, then your business is likely due for an upgrade.
Programmatic Advertising for Small Businesses
Still a bit confused about the connection between programmatic ads and the user experience? Don’t worry — it took our team years of dedication to achieve mastery over this powerful digital marketing tool.
If you want to make sure that you get the most out of your programmatic plan, we can help. Our services are scalable and customized to meet the unique needs of your organization. Contact Insights ABM today and let us make your brand stand out!