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Audience Engagement with Programmatic Advertising

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Audience Engagement with Programmatic Advertising

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The most integral part of any digital campaign is the targeted audience. An audience typically means a set of people or market segment at whom an advertising message or the campaign is aimed. Programmatic Advertising helps an advertiser to target such audience in the most efficient and intelligent manner. Once the most relative audience is acquired, it can then be marketed upon to achieve engagement. This engagement is made possible with the help of differential communication at every stage of the funnel with Programmatic Advertising.

The most integral part of any digital campaign is the targeted audience. An audience typically means a set of people or market segment at whom an advertising message or the campaign is aimed. Programmatic Advertising helps an advertiser to target such audience in the most efficient and intelligent manner. Once the most relative audience is acquired, it can then be marketed upon to achieve engagement. This engagement is made possible with the help of differential communication at every stage of the funnel with Programmatic Advertising.

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Audience Engagement with Programmatic Advertising

  1. 1. Audience Engagement with Programmatic Advertising By: Vaibhav Prabhune
  2. 2. Agenda • The Audience • Ecosystem • The Funnel • Engagement • Optimization • Taking it to the next level • Future
  3. 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. 4. The Ecosystem • User Profile • Campaign Setup • Delivery
  5. 5. The Funnel • Awareness • Interest • Consideration • Intent • Evaluation • Purchase FUNNEL ?
  6. 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. 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. 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. 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. 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. 11. • Differential communication according to the buyer behavior & position in the funnel • Interactive ads - Rich Media - Video Engagement
  12. 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. 13. Taking it to the next level • Cross Platform • Cross Device • Exponential Reach • Maximum Utilization of the Inventory
  14. 14. The Future • Radio • Billboards • More focused mobile ad-serving
  15. 15. Thank You

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