1.
Audience Engagement with
Programmatic Advertising
By: Vaibhav Prabhune

2.
Agenda
• The Audience
• Ecosystem
• The Funnel
• Engagement
• Optimization
• Taking it to the next level
• Future

3.
The Audience
• What is an Audience
• Type of the same: primary / influencer
• Insights: into that audience
• Reaching out to the correct ones – programmatically

4.
The Ecosystem
• User Profile
• Campaign Setup
• Delivery

5.
The Funnel
• Awareness
• Interest
• Consideration
• Intent
• Evaluation
• Purchase
FUNNEL ?

6.
AwarenessAwareness Of the
need /Want of a
Product
‘The’ user decides
to invest in a
home
He starts
educating himself
Does more and
more research
online

7.
InterestActively
expresses
interest in a
product
Checks out sites
like Times
Realty etc.
Also, continues
deeper research
online
• Location
• Investment Tips
• Weighing options
between Plots and
Villas

8.
He is vaguely aware of
what he wants
He researches,
investing in homes at
Talegaon, Lonavala,
etc.
This is where you first
show him your ad !
You serve an
impression, but he
doesn't click on the ad
Consideration

9.
Shows an intent to buy
You know he may be
interested in a project in
Lonavala
You show him the same
ad a second time
He clicks on your ad,
get redirected to your
landing page, but
doesn't fill the form
He is added
into the
remarketing
Bucket!!
Intent

10.
Evaluating different specific
product options
Visited your LP, but remember he
may not have finalised on it
Now that you know he's visited
your site but he hasn't filled up
the enquiry form, you target him
with differential communication !
The communication should be in
sync with the Landing page
Evaluation

11.
• Differential communication according to the buyer behavior & position in the
funnel
• Interactive ads
- Rich Media
- Video
Engagement

12.
Optimization
• Type of communication for different audiences as per the behavior
• Using a / b tasting at a precise level
• Pattern detection
• Frequency cap as per the budget and inventory

13.
Taking it to the next level
• Cross Platform
• Cross Device
• Exponential Reach
• Maximum Utilization of the Inventory

14.
The Future
• Radio
• Billboards
• More focused mobile ad-serving

15.
Thank You