Debunking the myths about programmatic advertising
Programmatic advertising is something that has always existed among us, but nowadays it has the visibility it deserves thanks to its importance in brand building. Even so, there are certain theories or opinions about programmatic that need to be explained in this post.
Myth #1: Programmatic advertising is only for big brands
Reality: It works for businesses of all sizes
One of the most common misunderstandings is that programmatic advertising is only accessible to large companies with huge budgets. The reality is that it depends on the scalability of your campaign. At the end, programmatic, like any type of traffic channel, bases all of its results, such as the effectiveness of the campaign, on the investment you put into it.
Myth #2: It’s not safe; ads may appear on inappropriate sites
Reality: Advanced security measures are in place
In the early days of programmatic advertising, there were some issues with ads appearing on inappropriate sites. Today, platforms have advanced brand safety tools, ad quality checkers, metrics that help us measure the quality of each impression, and of course, at the targeting level, full control over the types of environments you want to target and the users you want to impact.
Myth #3: It is opaque and lacks transparency
Reality: Transparency has improved considerably
Today, programmatic advertising makes it absolutely and completely easy to show results based on any segmentation in your campaign, where you are serving impressions from, what position your ads are in and which users you are impacting. This gives you complete control over your campaign, allowing you to make optimizations and learnings for both your brand and other channels.
Myth#4: Programmatic advertising is the same as Google Ads
Reality: They are different platforms with different capabilities
Apparently they can be the same display campaigns, but in this area programmatic gives you much more control over both the results and the safety of your brand; from this aspect we are mainly talking about the same creative design to the frequency with which we want to impact the same user. If you are interested, there will be a future blog post where we will explain all these differences in more detail.
Myth #5: Programmatic advertising is only good for generating web traffic and attracting new users
Reality: It is key to both branding and performance.
It’s very common to think that programmatic is all about branding, but what people don’t realize is that programmatic can also play a fundamental role in the performance of not only your business, but also the rest of your channels. By using remarketing audiences, which are the same audiences that are used in the rest of the paid channels, we fully cover the users who have performed an action on the website or visited it, to finally get them to participate or generate sales themselves.
Myth #6: Programmatic ads are intrusive and annoying
Reality: Advanced targeting allows relevant and useful ads.
At the end of the day, we are talking about a society that is completely and utterly exposed to advertising, whether on social networks or search engines, no channel with advertising space is exempt from this reality.
In fact, in the case of programmatic, we can absolutely control at what time, in what content, how many impressions, time slots… And most importantly, we can find the right user to serve an ad to.
Conclusion
Programmatic advertising continues to be the eternal misunderstood, but more and more of us see it as an alternative to improve the presence of your brand.
Despite the many myths that surround it, as well as the constant evolution and changes to which it is subjected, we find in it an opportunity to work your brand, and benefit all the actions that you carry out around your brand.
