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Programmatic advertising has been ruling the digital marketing scene, automating the process of ad space buying and selling at scale and with great precision. Such a powerful tool is not devoid of challenges, such as the need for brand safety and being watchful of ad fraud marketers. Navigating these challenges effectively is indispensable to maximise ROI and reach the right audience at the right time. Below are five tips to help you overcome the most common obstacles in programmatic advertising and achieve better results.
- Enhancing Data Quality and Targeting
Poor-quality data means inaccuracies in audience targeting and inefficient spending. To increase the chances of good data quality, much of an advertiser’s work should focus on integrating first-party data, which is more accurate and reliable than third-party data. Other ways of enhancing data quality include running data through tools that clean and validate it before using it in campaigns.
Another critical factor in data quality is the ability to segment the audience. This is where you create well-defined audience segments based on behaviour, demographics, and purchase intent. An advertiser can tailor his messages to speak to the target audience. The best agency for programmatic media ads can help optimise the campaigns. You should also get the best analytics services and media activation.
- Ensure Brand Safety and Avoid Fraud
This becomes a big concern for most advertisers, especially in the programmatic space, since, at times, ads run next to inappropriate or offensive content. Protecting brand reputation requires extreme brand safety measures. That can be realised by collaborating with trusted DSPs that feature rigid brand safety tools, such as keyword blocking, site whitelisting, and real-time ad placement monitoring. Ad fraud is also a common problem. It involves fraudulent activities designed to deceive advertisers, such as fake impressions or clicks generated by boots.
- Optimise for Viewability and Ad Placement
With good viewability, one can ensure that an ad reaches its target audience. Improve this by sending high-quality ad placements on renowned websites that guarantee their audiences engagement. It works well with tightening collaboration with publishers to get ads to premium positions above the fold and everywhere visibility is highest on the page.
Optimization based on devices and screen size is also critical. As people shift to mobile devices, the need to ensure their ads are mobile-friendly and responsive increases. Technologies like DCO can help modify ad content in various environments.
- Manage Ad Frequency and Creative Fatigue
While frequency capping is quite a common practice, setting the right cap is very important so as not to overwhelm users, which may result in ad fatigue. For that reason, advanced and equipped algorithms for adjusting frequency caps in real-time should prevail to deliver the best experience to the users.
Creative fatigue is a scenario whereby message efficiency drops and engagement becomes less effective at various levels because of over-exposure to one repeating ad creative. This can be avoided or regulated by refreshing the ad creative occasionally and trying out several formats and messages.
- Leverages Transparency and Reporting Tools
Ask the DSPs (demand-side platforms) and partners to provide detailed reporting on fatigue, including ad placements, costs, and performance metrics. With transparent reporting, you’ll effortlessly make relevant decisions about campaigns, adjust in real-time, and have anything that goes wrong fixed on the spot.
Third-party verification tools add more layers of transparency, ensuring ads are running as they should and accomplishing their goals. With these tools, advertisers have more programmatic control over their campaigns, improving efficiency and returns.
Endnote
Dealing with programmatic advertising challenges requires focusing on different aspects, such as optimising viewability and enhancing the data quality. Prioritise brand safety through knowing how to handle fraudulent acts. It’s crucial to work with the right experts in the industry for the best guidance on branding campaign optimization.