Digital advertising technology is evolving at a rapid pace, with programmatic the buzz word of the moment. Programmatic technology has removed a lot of the heavy-lifting involved in managing the media buying process and opened up huge potential for delivering cost-effective, multi-channel, precision-targeted advertising campaigns.
The level of data that advertising networks such as Google and Facebook provide access to means we can now target (as well as re-target) relevant audiences based on their browsing behaviour, interests, demographics, location, or even social actions and connections.
The advertising platforms such as Google’s Display Network cover over two million websites and mobile apps, enabling us to quickly employ a multi-channel approach and reach the same audience across multiple online touch-points and devices.
Content can be tailored to audiences at a granular level, with new interactive and content-rich formats improving engagement and click-through rates, leading to increased return on investment.