In marketing practice, programmatic characterizes the automation of advertising and communication campaigns. This automation uses algorithms and approaches the marketing automation. Out, the programmatic is used only on the Display format (classic or native). Until now, there was no solution that can automate and optimize the creation, management, and monitoring of influence campaigns. Here is why it’s possible today.
Using programmatic for better influence marketing campaign
Programmatic tools saw a real boom from 2009 to 2014. Today, to increase the visibility of their campaigns and to broaden the audiences affected, the agencies are now interested in completing their influence marketing strategies proposed by automating the purchase of different content from their various influencers.
It’s about providing campaign duration and visibility by re-exposing audiences in different ways, with different content, across different channels.
The goal is to ensure their memorization. This also increases their reach by ensuring their visibility by the largest number by going to other audiences (through various media & influencers).
S.M.A.R.T objectives require smart tools
Setting up an influence marketing campaign necessarily involves defining clear and smart objectives (specific, measurable, achievable, realistic and over time). Having efficient calculation and analysis tools is a major issue in terms of deliverability for the advertising agencies (predictions, reporting, monitoring…). In fact, measuring ROI is a necessity of any type of campaign.
Until now, no platform allowed agencies to evaluate the performance of campaigns before they are launched (encrypted data on publishers, performances of each of their formats & channels …). No platform allowed real-time campaigns to be evaluated in real time when they are launched until the end. Also, to generate a final dynamic white labeled report.
Mixing programmatic with predictive costs calculation to sell to customers, seamlessly
Internet advertising offers different billing solutions for brands so they can more easily measure the impact and return on investment of their campaign. Two major billing modes predominate:
CPM: Cost Per Mil: guarantees advertiser a cost directly related to the volume of impressions of his advertisement. The advertiser is billed an amount of money proportional to the number of displays ordered. The advertiser is assured of his visibility.
CPC: In Cost Per Click: the advertiser is only charged for clicks on advertising. If an ad is viewed 100 times, but no user has clicked on it, the advertiser will not be charged. The cost per click is often more expensive because it requires a high volume of impressions, at the risk of annoying users.
With technology, advertising agencies can now sell native custom content campaigns (influence marketing campaigns) directly at CPM to their customers. Here’s how.