Audience Engagement with Programmatic Advertising

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Audience Engagement with Programmatic Advertising

• By Vaibhav Prabhune

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Agenda

• The Audience
• Ecosystem
• The Funnel
• Engagement
• Optimization
• Taking it to the next level
• Future

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The Audience

• What is an Audience
• Type of the same primary / influencer
• Insights into that audience
• Reaching out to the correct ones
  programmatically

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The Ecosystem

• User Profile
• Campaign Setup
• Delivery

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The Funnel

• Awareness
• Interest
• Consideration
• Intent
• Evaluation
• Purchase

FUNNEL ?
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The user decides to invest in a home
He starts educating himself
Does more and more research online
Awareness Of the need /Want of a Product
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Checks out sites like Times Realty etc.
Actively expresses interest in a product
deeper research online - Location
- Investment Tips - Weighing
options between Plots and Villas
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This is where you first show him your ad !
You serve an impression, but he doesn't click on
the ad
He is vaguely aware of what he wants
He researches, investing in homes at Talegaon,
Lonavala, etc.
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Shows an intent to buy
You show him the same ad a second time
You know he may be interested in a project in
Talegaon
He clicks on your ad, get redirected to your
landing page, but doesn't fill the form
Bucket!!
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Now that you know he's visited your site but he
hasn't filled up the enquiry form, you target him
with differential communication !
Evaluating different specific product options
Visited your LP, but remember he may not have
finalised on it
The communication should be in sync with the
Landing page
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Engagement

• Differential communication according to the buyer
  behavior position in the funnel
• Interactive ads
• - Rich Media
• - Video

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Optimization

• Type of communication for different audiences as
  per the behavior
• Using a / b tasting at a precise level
• Pattern detection
• Frequency cap as per the budget and inventory

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Taking it to the next level

• Cross Platform
• Cross Device
• Exponential Reach
• Maximum Utilization of the Inventory

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The Future

• Radio
• Billboards
• More focused mobile ad-serving

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Thank You ?