How brands can get their programmatic strategies right


Programmatic advertising is an efficient, data-driven way of shopping for digital ads and getting your ad sleep in this advertising landscape. It can help brands reach customers along their entire path to get and drive more valuable conversions.

While programmatic is becoming a necessity today, brands must get the basics and specifics right before starting on this journey. Programmatic can help brands understand consumer behavior yet because the interests of the target market.

Brands may customize and filter the advertisements in keeping with consumer preference or online behavior. for instance, if someone searches for sneakers with the assistance of programmatic, sneaker brands can target those particular consumers. Consumers are fed with content on short video platforms, where the content is bite-size and quick.

during this short period, it becomes imperative for brands to feature value to the customers’ journey and present themselves as a component of their journey, and programmatic does an exceptional job of marrying the proper customer to the proper message.

Commenting on the expansion of programmatic, Sankalp Mehrotra, vice chairman, Flipkart, said, “Programmatic goes to require an outsized share of digital. think about the success for it being determined by your ability to know customer intent. I believe today plenty of decision-making that’s done as far because the media spending is worried would largely rely on some content they consume, but there’s more to the patron than that. If you’ll be able to understand the complete intent journey that a customer has, whether it’s latent or nascent or new intent, your ability to know all of that’s what’s going to create differentiation.”

Sukhleen Aneja, CEO, GoodGlamm, noted, “Many ad spenders have adopted programmatic because it does provide you with significant savings and money. So, mostly after you have got adopted, you are doing see a minimum of anywhere between 20% and 25% of optimization on spending post-programmatic. In India, large corporations have adopted newer companies that do lots of stuff within the house. But i feel that there’s still a small amount of learning that’s required to be built.”

On the difference between the Indian and global market, when it involves programmatic, Steve Vinod, Senior Manager, Meesho, said, “There are multiple market-level problems that I see on why India remains trying to dabble during this to try and do this right. The rationale why we are during this stage is that at the dimensions where India is working today, it’s been used as a plug-and-play at 800 million users for various purposes by different brands. Within the remainder of the world markets, they understand what programmatic is, the instrument it then they take it to plug for various use cases. that’s the difference that I largely see.”

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