Is Programmatic Advertising different from Advertising on social media and Google Ads
The underlying goal of Programmatic Advertising, advertising on social media and Google ads is, to attract the customer and convert them into sales. However, there are certain differences when you get to the details. Programmatic advertising in Qatar is a highly sought after mode of advertising as it is measurable.
Before we dwell upon the differences, we must understand what exactly is programmatic advertising, social media advertising and Google Ads. Let’s take a closer look at what these various platforms for digital marketing entail.
What is programmatic advertising?
The latest to join the bandwagon in online digital marketing is programmatic advertising. This programmatic advertising platform looks promising and may just be the future in online advertising. To put it simply, programmatic advertising is the bidding for online advertising space. It allows advertisers to bid for online space once the target audience is identified. So, the advertisement of the winning bidder will be displayed directly to a potential customer. Mind you, all this in just a fraction of a second. Therefore, it can be rightly stated that programmatic advertising in Qatar is fast, effective and affordable.
Now the question arises- is it more effective than social media ad campaigns and Google Ads?
Well, looking at the recent popularity of programmatic ads, it can be said that programmatic advertising is here to stay. However, this does not mean that Google Ads and social media campaigns are becoming redundant. It just simply means that there is more than one effective way to reach your target audience online. Which advertising platform you should choose will depend on various other factors like campaign goals, target audience, budget constraints, among other criteria.
What are social media ad campaigns?
With social media taking the internet by storm, advertising through social media is a productive tool. The advantage of advertising on this platform is that social media collects information on user behavior. This collected user information is then characterized and filtered and marked as potential buyers. Believe it or not, online behavior plays a major role when it comes to making decisions on purchases. That is why this user information collected by social media platforms like Facebook and Instagram are used to identify target audience and display relevant advertisements to potential buyers.
What are Google Ads?
Google, as the world knows, is the most popular search engine world over. The very word Google has come into generic domain, to mean “search or look for it.” Statistics have revealed:
- There are over 70,000 Google searches each second. That’s almost 227 million an hour and about 5.4 billion Google searches per day.
- Google, the most popular search engine controls 90% of the global search engine market.
- Google earned $116.3 billion in advertising revenue in 2018.
- Mobile devices account for 63% of all Google searches.
Looking at these astronomical figures and the immense popularity of Google it is but natural that the platform has become a one stop advertising stage for advertisers around the world. Google has a wider reach when it comes to advertising. That is why it is a popular mode of advertising when compared to social media ad campaigns. Also, Google allows you to use its various other networks associated with it like YouTube. Google allows advertisers to use various forms of advertising like pay per click and keyword search.
Now, with a clearer picture about the various platforms of online advertising, let’s take a closer look at programmatic ads and their effectiveness.
Who can do Programmatic advertising?
As discussed, programmatic advertising is an effective mode of online advertising. It directly reaches the target audience which gives it a higher possibility for conversion into sales which is the main aim of advertising. So, any advertiser who wishes to promote their sales can connect with a programmatic ad agency.
How does programmatic advertising work?
Programmatic ads operate through certain programmatic advertising platforms which allows advertisers to connect with publishers and ad space owners. An advertiser will contact a programmatic ad agency who will purchase the programmatic media or ad space through Demand Side Platform or DSP. Through this DSP, the target audience is determined using algorithms that can determine user behaviour, geolocation, and user trends.
When a member of the target audience visits a publisher’s site, the Supply Side Platform or SSP works to determine the highest bidder amongst the advertisers. The bidding is done in real time and the advertisement which fetched the highest bid gets displayed.
In short programmatic advertising involves the following steps
- A user clicks on a website that has ad space for sale
- The ad space is then auctioned to potential advertisers (Supply SIde Platform)
- The bid takes place (Demand Side Platform)
- The highest bidder wins the advertisement space
- The winning advertisement is displayed on the ad space on the publisher’s website
Can we connect with a programmatic agency and buy media?
Yes, the whole process of advertising through this platform lies in programmatic media buying. Finding the right programmatic agency that will buy you the perfect publishing space can work wonders for your business. Nuance Digital Marketing, one of the leading programmatic agencies in Qatar, can help you create the perfect programmatic advertising base for your company or business.
Programmatic advertising, social media campaigns or Google Ads -which one is meant for you?
Which advertising platform to use for your advertising campaign will depend on a number of factors, like the type of product or service you wish to sell, the target audience and the time the product or service has already been in the market. All these factors must be considered concomitantly in order to determine the right advertising platform for you. For example, if you are just launching your product or service in the market, you might not have people searching for you. This is because they don’t know of your existence. So, depending on keyword searches to get you to the top, may not work as effectively as programmatic advertising in this case.
The overwhelming benefits of programmatic advertising will ensure that this form of online advertising is here to stay. One of the most important benefits of programmatic advertising is its ability to directly reach its target audience. Also, through programmatic advertising, only the winning advertisement is displayed thereby eliminating any “on the spot” competition for the advertiser. Programmatic advertising is an advanced form of advertising where the whole process is automated from the start till the end. It works through the functioning of algorithms which decides the publishing platform and the placing of the advertisement. This can save you a lot of time and effort when it comes to online advertising.
Programmatic Advertising by Nuance Digital
Nuance Digital one of the leading Programmatic advertising companies in Qatar can help you with your programmatic advertising needs and generate leads and sales for your business.