Traditional awareness advertising methods like billboards, radio, and mailers have been around for decades. Programmatic Display advertising is a relative newcomer to the group. While traditional mediums continue to have their own advantages, they don’t compare to the benefits of programmatic display advertising.
One of the major advantages of programmatic display advertising is its ability to target specific audiences with laser precision. Using a variety of data, ads can be targeted based on demographic information, interests, behaviors, and location down to the zip code. These targeting capabilities work to ensure your ads are being seen only by people who would be most interested in your brand—which leads to better results for your business. In contrast, traditional advertising mediums like billboards and radio rely on broad-based targeting methods that don’t allow you to zero in on your ideal customer. As a result, you end up paying to reach people who will never use your product or service—wasting valuable resources in the process.
Another advantage of programmatic advertising is its low-cost CPMs. This means that you only pay when your ad is served to an actual person—as opposed to paying for an estimation of how many people might see your ad as is the case with traditional media. The average CPM for programmatic ads is just $2—a fraction of what you would pay for a billboard or radio spot with the hope that someone will see your ad. This low cost makes programmatic display advertising an excellent option for small businesses with limited budgets. It also allows you to get more bang for your buck by stretching your budget further and reaching more people with your message.
Finally, programmatic display advertising offers detailed reporting capabilities that give you insights into how your ads are performing. This includes data on number of impressions, clicks, conversions, and ROI. These results help you to quickly identify if your campaign is working and adjust strategy as needed. This level of transparency and control is not possible with other awareness advertising methods which rely on modeling and guesswork.
Overall, it’s clear that programmatic display advertising offers distinct advantages over traditional advertising mediums like billboards, radio, and mailers. If you’re looking for an effective way to reach your target audience without breaking the bank, then programmatic display should be at the top of your list.
