The premise behind programmatic advertising is straight-forward enough – simplify the media buying process by automatically targeting specific demographics and audiences. However, not all programmatic advertising strategies are equal.
When planning out your next programmatic campaign, it’s important to choose the strategy that best aligns with what exactly you’re hoping to accomplish.
If your end goal is facilitating consumer engagement, you may want to consider consecutive targeting.
Sequential targeting is ideal for native campaigns where engagement is vital and you are able to place pixels on landing pages. By correctly placing tracking pixels with your native ads you can use the data collected to retarget consumers with additional display or video campaigns and maximize engagement.
To accomplish this you should:
Put together your native campaign, making sure to include your custom iframe with retargeting pixel.
Once your native has gained traction you should retarget engaged consumers with a display or video campaign – moving them further down the sales process.
Aiming to increase consumer awareness?
Many websites track complete video views, however too few of them do anything useful with that data. By tracking which users are watching your videos in entirety you can get a greater sense of their intent and interest level. Retargeting these users can boost your brand awareness effectively if done properly.
Create a new retargeting pixel to serve as a completion tracker. This type of tracker only activates when your video content has been completed. Use the data collected from your completion tracker to retarget and advertise to users who have watched your video content in entirety.
This strategy is ideal when you’re able to allocate all resources into gaining more conversions and have the time and resources to monitor performance closely.
Monitoring the progress of your performance campaign closely is vital to it’s success, as it gives you a greater awareness of your market. When you are more aware, you can more effectively adapt and continuously adapting is key to a successful performance campaign.
Focus first on building your awareness. You should initially target a broad audience to get a better idea of what works, what doesn’t and who your audience is. As you begin to get a better understanding of your audience, you can begin to tweak your strategy accordingly while keeping engaged users interested with incentives. As you retarget users with intent, you can additionally utilize custom audience segments to target users who have visited sites in your market segment before but have never visited your site specifically before.
By choosing the strategy that aligns with your end-goal you can better ensure your success.