October 2, 2016

3 Strategies for Programmatic Media Buying

Our top tips for success for agribusiness brands and beyond

Programmatic media allows CMOs to target granular audiences with creative messages tailored specifically for them. By aligning creative and programmatic targeting strategies, brands can send the right content to the right audience at the right time. Sending out one message per campaign can often lead to less-than-superior results. Even though modern digital campaigns can be specifically targeted and receive ongoing optimization, if the creative associated with the media does not resonate with the audience, the brand will never have a chance to maximize the marketing investment.

Today’s consumers implicitly understand that their online behavior is tracked by advertisers. In return, they expect brands to speak to them at a personal level. From a programmatic standpoint, this means serving specific offers, products, and lifestyle messages based upon consumers’ past behaviors and personal preferences. Aligning ad content with media targeting provides the best experience, which often leads to increased brand recognition and purchase intent.

CMOs can improve their brand’s media efficiency when programmatic and creative work hand in hand. This is particularly true for growers, who are inundated with advertising that looks similar from product to product . Adding to the complexity is that a growing number of producers are using their cell phones as their main access point to the internet, giving a lot less real estate to display an advertisers’ unique message.

Here are three strategies that WS recommends when deploying a programmatic campaign aimed towards the crop health category:

1) Use your own email database to your advantage. The success of a targeted programmatic media buy, in large part, is dependent on the quality of data that is available to technology systems to use. CMO’s often have access to the best data about their customers, via CRM email lists. Programmatic platforms can ingest this data, deleting personally identifiable information about the customers, while using cookie matching to build a targeted audience. This allows personalized ads to be served to your current and past customers.

Additionally, programmatic platforms can use CRM lists to build prospecting audiences that have a similar digital fingerprint as your current customers. This practice is called look-alike modeling, and it is a great tactic to extend the reach of your programmatic campaigns.

2) Leverage latitude/longitude targeting when available. Often, the crop health products vary from crop to crop and field to field. CMOs can harness the knowledge that a lot of growers use their cell phones during the days when they are in the fields to implement a smart geo-based strategy, targeting ads for soybean products only to soybean farms and corn health products to corn farms. While this can be initially challenging to deploy at scale, as it is difficult to get lat/long coordinates for each type of farm (and they may rotate from year to year), savvy marketers that have access to this information can leverage this geo-data to maximize their ROI.

3) Don’t ignore contextually based targeting. While programmatic allows advertisers to target ads based on hundreds of different variables, for the crop health category, there is still a lot of value in placing ads on contextually relevant websites. While audience or geo-based targeting reaches growers across a wide variety of sites as they are surfing the internet during the day, gently raising awareness of the brand, contextual targeting often reaches them while they are in the research phase. It is important for advertising programs to reach potential customers at multiple points in the funnel; a combination of audience and contextual targeting via programmatic achieves just that. In fact, programmatic is a great avenue for contextual targeting programs, as each impression is evaluated individually, and the correct price is bid on based on the quality of the impression. Most notably, programmatic systems are generally willing to pay more for ad space that is placed higher on the page and less for those places lower, based on the likelihood a user will actually see the ad. Campaigns that are run on ad networks, or purchased from the sites directly, don’t make this distinction.

Programmatic strategies may on the surface appear to be for large-brand advertisers. In reality, programmatic buying is the ideal approach for any marketing campaign that has the objective of reaching a specific audience. When creative messaging is aligned with the media targeting, brands can promote relevancy and personalization much more effectively with their marketing initiatives.