What is Programmatic Advertising? How is it going to affect your business? Find out in this detailed guide to Programmatic Advertising - how to use Programmatic and future trends to look out for.

1. A Guide To Programmatic Advertising
The Path to Success at business in a Digital World
© 2017 Digital Success Inc.

2. DigitalSuccess 2
PROGRAMMATIC ADVERTISING
The Competitor Conquesting Tactics
For business owners, being able to conquest your competitors is like
finding the Holy Grail. It’s a method that has endless value and should
be a ‘must-have’ in your strategy if you’re considering online
advertising. The competitor conquesting tactics that you can use
online through programmatic advertising.

3. DigitalSuccess 3
But Wait..
What the Heck Programmatic is?

4. DigitalSuccess 4
WHAT IS PROGRAMMATIC ADVERTISING?
Programmatic Advertising is the online ad
buying system that lets marketers reach their
target message. Machines automate and
optimize this audience at the ideal time with a
chosen process that your audience interacts
with across multiple device platforms (phone,
desktop, tablet, etc.)

5. DigitalSuccess 5
PROGRAMMATIC ADVERTISING TACTICS
Tactics
Virtual Fencing or GEO Fencing
Data Onboarding
Persona Targeting
Contextual/Category Targeting
Site Retargeting
IP Targeting
Keyword Search Targeting

6. DigitalSuccess 6
PROGRAMMATIC TACTIC 1 – VIRTUAL/GEO FENCING
With Virtual or Geo Fencing, we can draw a fence around a geographic location and target
those in the area with your brand’s message.

7. DigitalSuccess 7
Using your business database, you can import data like purchase history into your advertising
campaigns to raise conversions.
Using business data to create custom ads matched to the right person
effectively increases rate of return of each customer.
By creating a look-a-like audience from those who have purchased from you
in the past allows your ads to reach the perfect customer every time.
PROGRAMMATIC TACTIC 2 - DATA ONBOARDING

8. DigitalSuccess 8
How do you know if someone intends to buy? Their online behavior tells you everything. online,
you can reach them wherever they are, phone, desktop, or tablet.
Keyword search retargeting: tags potential buyers that
searched for a term and shows your branded ads to
them.
Competitor Conquesting: When a potential buyer uses a
competing brand name in a search, you can reach them
where they go online to stay top of mind with them.
PROGRAMMATIC TACTIC 3 – KEYWORD SEARCH TARGETING

9. DigitalSuccess 9
It doesn’t make sense to work hard getting people to go to your site when 98% of them leave
without doing anything. Site retargeting reconnects your brand with those who’ve left, and
maximizes total investment.
98% of website traffic leaves without taking
action
The average click through rate for a
retargeting ad is 10x higher than average ads
Website visitors who see your display ads are
70% more likely to convert on your website
PROGRAMMATIC TACTIC 4 - SITE RETARGETING

10. DigitalSuccess 10
Programmatic advertising lets you drill down into the exact demographics of who their target
audience is and focus your ads only on them. Persona targeting illustrated looks like this:
PROGRAMMATIC TACTIC 5 - PERSONA TARGETING

11. DigitalSuccess 11
Contextual targeting finds prospects who are consuming content related to what you offer, all
over the internet. Conquest your competitors by using their brand name as a keyword in your
campaign and show your ads on sites using that competitor’s brand name.
Contextual Targeting Category Targeting
Target sites that contain a keyword that you Target users viewing content that is categorized
designate as relevant to your product/service as relevant to what you have to offer
PROGRAMMATIC TACTIC 6 - CONTEXTUAL/CATEGORY
TARGETING

12. DigitalSuccess 12
Geotargeting delivers highly targeted messages that are customized based on identity and
behavioral profiles layered onto a specific geographic area, specific building based on the IP
location, down to the ZIP code level. This type of targeting is especially useful for branding.
PROGRAMMATIC TACTIC 7 - IP TARGETING

13. DigitalSuccess 13
WHAT IS GEO-FENCING?
Geo-fencing at a high level is nothing more than its name – a
virtually drawn fence around a geographic area. When
marketers or businesses create a geo-fence, the end goal is to
target the people that enter this area with advertisements in
real time and for 30 days after. The GPS service on every phone
is what allows marketers to see when someone has entered into
a fenced location and serve an ad.
In most situations this data is used to trigger an in-app
advertisement to the person who entered the geo-fence. Ideally,
this ad will be served while the person is still inside the fence.

14. DigitalSuccess 14
WHAT YOU CAN DO WITH GEO-FENCING?
Competitor Conquesting
Event or Trade Show Targeting
Staying Top-of-Mind Related products/services
Owned Location Fencing
Geo Fencing

15. DigitalSuccess 15
TOP WAYS TO MAKE GEO FENCING WORK FOR YOUR
BUSINESS
Fence the
customers that go
into your
competitors’ stores
Fence the
customers that
enter your
locations and
those nearby
Fence events
and other
relevant
businesses

16. DigitalSuccess 16
HOW PROGRAMMATIC ADVERTISING CAN CHANGE YOUR
CONTENT MARKETING STRATEGY?
If you have brilliant content but no one sees it, that content is of no use. With wide-spread
audiences, you need programmatic advertising to help you consolidate workflow, and streamline
the way you distribute your brand message.
Some of the ways programmatic advertising can change your Content Marketing Strategy are
listed below.
It helps you find the right audienceEngagement with the consumers Real-time configuration of campaigns

17. DigitalSuccess 17
WHY PROGRAMMATIC ADVERTISING IS MUST FOR YOUR
BUSINESS

18. DigitalSuccess 18
TRENDS THAT WILL DOMINATE THE FUTURE OF PROGRAMMATIC
ADVERTISING
Data
Collaboration
Mobile first
Programmatic
will spread to
other devices
Perfecting user
engagement

19. THANKS
4100 Midway Rd., Suite 2120 Carrollton, Texas 75007
P: +1.855.344.4821 | F: +1.214.292.8838
www.DigitalSuccess.us
Contact us:
Schedule a meeting with our Programmatic Advertising experts in Dallas
to understand how your brand can gear up for the future.