Defending Your Budget: Programmatic Advertising = Dollars in Your Pocket

Defending Your Digital Marketing Budget

It’s budget time again. If you’re in the middle of building a 2017 marketing strategy that’s bigger and “badder” than ever, you’re going to need some ammunition to build your pitch for driving your marketing team to success. This is the second in a series of four blog articles (Efficiencies Through Holistic Marketing Strategies, Programmatic Advertising is Dollars in Your Pocket, SEO is a Digital Marketing Building Block, and Bigger Budgets Means more Conversions) to help you pitch, defend or grow your digital marketing budget.  

What happens if your leadership comes to you asking you to cut programmatic advertising.  If you’re doing programmatic advertising, then you’re seeing the benefits of programmatic advertising this year.  They might be going down the spreadsheet and zeroing in on that line item because it can be meaty. Of course, getting great results are the #1 reason you’re going to be able to keep that channel, but it can’t hurt to have a few other points in your back pocket.

Opportunity Cost of Not Doing Programmatic Advertising

If that’s the case, here are a few reasons that cutting this particular channel will hurt your marketing performance.

Goal-Driven Objectives

First, programmatic advertising is one of the most customizable advertising options out there. Worthwhile platforms give you (the advertiser) the ability to fine tune your programmatic campaigns to achieve organizational objectives. Whether the goal is to drive site traffic or increase conversions, programmatic advertising has your back.

Growing Ad Unit Inventory

As programmatic grows, you’ll find that even more of the latest ad inventory types will become available, which will further increase the value. This will give you an edge when you’re looking to strategically widen your funnel.

Customized Audiences

As you experiment with different customized audiences, efficiencies gained will reduce your costs. Demand-side platforms that deliver remnant ads from high quality sites use built in intelligence to automatically optimize your campaigns for goal-related success. The highly measurable impact this channel brings to ROI ensures that there is no downside. But don’t take our word for it! Read Click Z’s article: “Why programmatic ad buying is more important than you think”.

Quotable Quote for Budget Defense

Best-in-class companies looking to build smart strategies into their marketing mix are using programmatic advertising to both maximize their lead generation and gain key learnings about their highest-converting audiences. This information can be used to fine tune personas and can be transferred to other advertising outlets, like social media marketing.

Get Involved!

What are some tactics that help you expand your marketing reach year after year?

What’s Next?

Programmatic advertising can feel like one of the mysteries of the deep.  If you’re interested in building your knowledge, try out our micro-lessons: Myths and Realities of Programmatic Display.

Maureen Jann About the author

Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner. Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

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