PROGRAMMATIC BUYING, WITH A HUMAN TOUCH
PROGRAMMATIC BUYING MAKES AD BUYING SIMPLER. OUR APPROACH INCREASES AD EFFICIENCY AND IMPROVES ROI
Machines may compute faster, but humans buy. Programmatic buying, also known as programmatic marketing, gives marketers speed and ad buying simplicity. However, without appropriate creative, ads can come across as sterile and vague. Poor ad results are poor whether they’re produced by a machine or a person.
BFO’s approach combines the amazing speed and optimizations of programmatic with human-powered creativity. This aligns the served ads with the buying audience’s hopes, dreams and goals to drive downloads, conversions and sales. As a result, programmatic becomes a powerful campaign tool to speed a brand to its campaign, marketing and larger business goals.
OUR PROCESS: LET THE MACHINE DO WHAT IT DOES BEST
In our experience, programmatic buying works best as part of a wider media strategy. We take a strategic approach that begins by understanding how we can employ this incredible tool to produce the maximum benefit for your short- or long-term goals.
Our process first establishes goals and the KPIs by which they will be measured. Then, we work through the steps of audit, plan, perform, analyze, report and repeat. We “repeat” to ensure the effort, and more specifically the ads, continue to deliver results that align with goals.
The machine remains a tool in the process. With unparalleled speed, it takes parameters like bid price, demographics and behavioral data and identifies the most effective places to serve ads to users. The beauty of technology is the ability to adjust mid-campaign to account for variables like geography, time of day and even audience response.
Our team remains involved the entire time, monitoring data and results. Certain parameters might need adjusting, such as changes in campaign goals or a desire to hone the target audience. The machine lets us focus on driving results; we make the changes that produce them.
We let human creativity produce the ads served. This guarantees that brand messaging aligns with audience desires to communicate a personalized message that resonates. This part of the process involves testing and benefits from the speed of programmatic. Tests can be done quickly, resulting in the most successful ads getting presented to users in the right place and at the right time.
Together, human creativity and the speed of programmatic produce a demonstrable ROI and can add to the impact and results of a brand’s campaign.
YOUR RESULTS: BEING IN THE RIGHT PLACE, AT THE RIGHT TIME
When users find you in response to their searches, questions and overall interests, results naturally follow. Programmatic gives brands the edge to serve the perfect ad at just the right place, at the right time. Machine speed can be an effective way to capture user attention in a micro-moment. Unfortunately, in a mobile-first world, this perfect timing may skew your results.
Sometimes successful ads don’t get clicks. Yet, the programmatic buying worked perfectly. Mobile and local search with “near me” keywords can lead programmatic to serve ads and produce immediate foot traffic and sales, revenues and upsells as part of a localized marketing campaign. Yet, you’d never know simply looking at reporting.
Programmatic campaign results require attribution analytics and human insight for the best tracking and evaluation of ROI. This buying and user data can then be applied to advise future programmatic buying decisions and unlock a new world of opportunity.