Programmatic media buying is on the curve of hockey stick growth due to it’s ability to automate and optimize the ad buying process in real time.
Using advanced AI lead generation algorithms companies can now target ads with high accuracy. From leveraging the use of big data and technology it is easier for advertisers to work out behavioural patterns. Having large amounts of data being tracked gives marketers better opportunities to use the behavioural indicator with machine learning to precisely target who is most likely to respond to a specific offer. The founding pillars for a true programmatic campaign as Allie Kline CMO of AOl says are ‘data, tech and software’.
WHY DOES PROGRAMMATIC MATTER?
It saves time and is a lot more accountable and cost effective. In days gone by there were whole teams in agencies tasked with researching the best sites for an advertiser to be seen on. Then multiple rounds of negotiation and contract signing in a grab and run fashion ensued. Next companies would generate a wobbly insight into the actual traffic that was received with numerous factors always distorting the true results.
With programmatic this is out-dated due to the accountability that is placed on networks to deliver results. This is an instant win for many CMO’s who know the value of true accountability.
SO HOW IS THIS APPLYING TO THE LEADS?
If you are dealing with large volumes of leads from affiliates and suppliers then this soon will also directly affect you.
That is because our coders have been working tirelessly in the lab developing the best programmatic ways to buy leads direct - straight from our lead management software.
“HAVE YOUR CAKE AND EAT IT TOO”
The way we have seen it from working with some of the leading affiliate marketing and online companies is that a lead is more valuable than impressions from ad networks.
This is because leads don’t suffer from the same amount of bot traffic that is tearing apart the ad industry. Furthermore leads generated from content and other means will get around this boom seen in ad blockers … And a lead that exactly fits the specification is like finding pot of gold at the end of a rainbow.
When companies can directly buy their ideal customer from affiliates and lead suppliers it supercharges the entire marketing funnel. This way the costs non-targeted audiences are completely cut out and more budget is available forlead nurturing and converting the ones that exactly fit specification.
PUBLIC LAUNCH COMING SOON
We are currently test driving this concept out with leading edge marketeers in the front line trenches.
The first tests have been produced stunning returns on the programmatic lead buying. Using the same strategies that are sweeping the ad targeting world on leads nearly made us spill our coffee over here at HQ the first time we saw the increase in KPI’s generated from the more targeted and well nurtured leads.
The scientific advertising generation is now sweeping its way right through the marketing funnel and we here at Databowl are eagerly anticipating it’s full arrival.
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