4 Need-To-Know Benefits of Programmatic Advertising for Property Marketing
18th May, 2023
As a property developer or marketer, you would know all about the importance of effective digital marketing to promote your properties and attract potential buyers. With the rise of programmatic advertising, however, you may be wondering how it compares to traditional media buying, and which method is best for your needs.
In this blog post, we’ll dive into the many benefits (and there are many!) of programmatic advertising, including the advantages of different ad formats.
But first – what exactly is programmatic advertising?
In a nutshell, programmatic advertising is a form of digital advertising that uses automated technology to buy and sell ad space in “real time.” This means you can measure and optimise campaigns a lot more accurately, plus target specific audiences based on factors such as age, location, interests and previous browsing behaviour.
Let’s run through the benefits of programmatic advertising for property marketing.
1. Hyper-targeted advertising
Without doubt one of the greatest advantages of programmatic advertising is its targeting capabilities. Unlike traditional media buying that relies on broad demographics and market research, programmatic advertising lets you target specific individuals based on data such as browsing history, purchase behaviour and search queries. This means your ads are reaching the right people, at the right time, increasing the likelihood of a conversion.
2. Flexible campaign management
One of our favourite things about working on a programmatic advertising campaign is just how much easier and more flexible it is to manage. This is because unlike traditional media buying, where a campaign is typically planned and executed weeks or months in advance with little room for adjustments while it’s running, programmatic advertising allows you to adjust budgets, targeting, and ad creative on the spot.
3. Real-time reporting
Another real-time advantage of programmatic advertising is live reporting. You can see how campaigns are performing as they progress, helping you adjust current campaigns for optimal results and make informed decisions about future campaigns. This is very different to traditional media buying where reporting is typically done after a campaign has ended, making it difficult to optimise mid-campaign.
4. Different ad formats
Different ad formats each have their own unique benefits, and the great news is they can all be easily accessed through programmatic advertising.
Display ads are a common staple of programmatic advertising. We’ve all seen them – they are the visual ads that appear on websites and mobile apps, and can be targeted to specific audiences based on factors such as interests, browsing behaviour and demographics. They can also be customised with elements such as images, video, and animated graphics.
We use display ads to create brand awareness and generate leads. They can be placed on websites and mobile apps that are relevant to the advertiser’s target audience, increasing the likelihood of reaching the right customers.
Video ads are becoming increasingly popular in programmatic advertising. They are typically short, fifteen- to thirty-second ads that appear before or during online video content. Video ads can be customised with elements such as sound or animation, and can also be targeted to specific audiences based on factors such as age, gender, and location.
We love video ads for their ability to increase engagement and generate leads. They can be used to tell a story, showcase a product or promote a brand, and are generally much more memorable than other forms of digital advertising, helping to increase brand awareness.
TV ads are a traditional ad format that is now being integrated into programmatic advertising. They are typically thirty to sixty seconds long and are targeted to specific audiences based on factors such as location and demographics.
An obvious benefit of TV ads is their ability to reach a large audience and create brand awareness. TV ads can be placed during popular programs and events, such as the AFL Grand Final, helping to increase reach and awareness.
Audio ads are another form of programmatic advertising that is growing in popularity, especially given how prevalent music and podcast streaming has become. Audio ads are typically fifteen to thirty seconds long and are placed during online streaming services such as Spotify.
Audio ads are perfect for reaching a large audience and generating leads, as they can be placed during popular playlists and podcasts. Another nice benefit is that they are less intrusive than other forms of digital advertising, making them more likely to be listened to.
Are you ready to start programmatic advertising?
Programmatic advertising can help you to promote your properties to a specific audience, increasing the likelihood of generating leads and converting potential buyers into customers. If you’re interested in learning more, reach out to our Managing Director, Ant Bray, at email@example.com or 0407 850 603.