This week, #ContentChat was joined by James Haagenson (@programmaticjim) to discuss how to use programmatic advertising to increase your content marketing conversions. Content marketers frequently struggle to build an audience, due to the limited reach of their content. That’s where programmatic advertising comes in. Note that throughout the chat, #prog is used as shorthand for programmatic advertising.
Note that throughout the chat, #prog is used as shorthand for programmatic advertising.
Q1: What is programmatic advertising and where do you see it in the content marketing funnel?
Programmatic advertising is advertising that’s tailored to its recipients, based on their real-time online activity.
A1a: #Prog advetising allows marketers to target specific audiences using granular data across the web in real time. #ContentChat
— James Haagenson (@ProgrammaticJim) August 28, 2017
A1b: #Prog inventory is sourced from surplus ad spots on almost every website through ad exchanges. #ContentChat
— James Haagenson (@ProgrammaticJim) August 28, 2017
A1: Programmatic advertising is media that can be dynamically served based on user intent. #ContentChat
— Maureen Jann (@MaureenOnPoint) August 28, 2017
A1. Enables targeting based on what users actually do. Not what they say they do. Demographics alone are dangerous! #ContentChat https://t.co/fVZT5R8tap
— Su Doyle (@sudoyle) August 28, 2017
There’s a wide range of user data that can be used to trigger programmatic advertising.
A1c: #Prog data can be based on web browsing behavior, app ownership, user location, to name a few. #ContentChat
— James Haagenson (@ProgrammaticJim) August 28, 2017
A primary selling point of programmatic advertising is your ability to narrowly target your ideal customer.
A1: Programmatic advertising automates media buying based on specific audiences–demographics, firmographics, intent data. #contentchat
— Shelly Lucas (@pisarose) August 28, 2017
A1: Programmatic ADV is focusing on your exact target vs. the audience at large #ContentChat
— Jeff Higgins (@ItsJeffHiggins) August 28, 2017