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Goals & Targeting | Programmatic

Programmatic campaigns go beyond basic awareness by using data-driven targeting to reach the right audience at the right time. Through strategies like behavioral, demographic, geographic, contextual, weather-based, and retargeting, programmatic advertising maximizes reach, improves efficiency, supports other marketing efforts, and guides consumers from awareness to conversion.

Key Takeaways

  • Programmatic advertising is goal-driven, not random.

  • Advanced targeting ensures efficient ad spend and higher impact.

  • Campaigns support the full customer journey, from awareness to purchase.

  • Retargeting re-engages interested users to increase conversions.

What is the Goal of Programmatic Campaigns?

  • Maximize Awareness and Reach
    • Deliver ads to large and diverse audiences across multiple platforms and devices
    • Ensure efficient use of ad spend by targeting the right audience at the right time
  • Enhanced Targeting
    • Use advanced targeting techniques (behavioral, geographic, contextual, etc) to focus on high-potential consumers
    • Refine audiences based on data insights to improve campaign effectiveness
  • Boost Other Marketing Efforts
    • Move consumers through the sales funnel with tailored ads, from awareness to purchase
    • USe retargeting to re-engage users who have shown interest but haven’t converted
  • Purpose is not just to get a business name out there, it’s to get it in front of the right audience, in the right place, at the right time, in a way that actually drives results
  • Programmatic ads let us follow the customer journey (awareness, interest, and conversion) across multiple channels
  • “This isn’t random. It’s targeted, data-backed advertising that supports your goals”


Targeting Capabilities

  • Behavioral 
    • Focus on users' online activities, including browsing history and search queries, to deliver targeted ads for products or services of interest.
  • Demographics
    • Uses data such as age, gender, income, education level, and marital status to target specific segments of the population.
  • Geographic
    • Delivers ads based on a user’s physical location, from broad regions to specific cities/zips
  • Contextual
    • Displays ads on websites or apps with content that aligns with the advertiser’s message by analyzing keywords and themes on the page.
  • Weather
    • Adjusts ad delivery based on current or forecasted weather conditions in the user's location.
  • Retargeting
    • Targets users who have previously interacted with a website, app, or ad but did not convert, aiming to bring them back to complete a desired action.