The old adage says something like, “You’re either moving forward or backward. You’re never standing still.”
During my seemingly-endless weeks of isolation — which are still continuing to a great degree — I decided to move forward with adding programmatic advertising to our agency’s product portfolio. This was always one of those projects we never could find the time for before the pandemic. (I also vowed to revive these blog posts with a little help from other people, which you will see in a few days.)
So, a couple of weeks ago, we rolled out SmartReach Targeting.
If you’re unfamiliar with programmatic, one blog explained it like this: “To put it short, programmatic advertising is a way to automatically buy and optimize digital campaigns, rather than buying directly from publishers.” You can read a lot more it here.
This type of advertising delivers your message to people’s devices based on locations they’ve visited or their online behavior, for example.
In other words, we could deliver a car dealership ad to someone who visited the other dealers in town. Or, we could target it to someone who visits lots of automobile-related websites. The flexibility is virtually limitless.
This technology is about 10 years old, and already it accounts for nearly 85 percent of all digital advertising spending, according to this article. And there’s no wonder. It’s highly targeted, which drives more quality traffic to your business or website.
Learn more about SmartReach Targeting here.