What is programmatic Digital Advertising?

Digital Advertising?

Before we dive in, for those new to or unfamiliar with programmatic digital advertising, it’s a method of marketing that utilizes technology to buy and sell online advertising space. It’s helpful to target segmented audiences using real-time data in ways that humans simply can’t accomplish, which yields advertisements delivered to the right people at the optimal times.

5 Programmatic Digital Advertising Solutions for Reaching Holiday Shoppers

1. App Ownership

Utilizing app ownership targeting tactics allows brands to reach verified, deterministic mobile audiences. These groups are classified along dimensions of life stage, interest and activity, and intent-based app ownership behaviors. Advertisers can also develop custom data segments based on mobile app data to target audiences most relevant to your consumers. 

How can advertisers use this solution to target the four key holiday shopper groups this year? 
  • Last-Minute Shoppers: Convenience and quick-delivery are essential purchasing habits for this group. Engage with shoppers who use quick delivery apps such as Target, Walmart, Instacart, and Amazon.
  • Social Media Shoppers: This will come as no surprise, but to engage with social media shoppers, it’s best to target consumers with social media apps: Facebook, Instagram, Twitter, TikTok, Snapchat. You can narrow down your targeting by understanding the different uses and audiences that use specific social media platforms – learn more in our blog series: The Impact of Coronavirus on Social Media, starting with Part 1.
  • Bargain Shoppers: These shoppers are on the hunt for the best deal possible, so they are likely to use coupon and discount apps such as Rakuten, Honey, and Ibotta.
  • Charitable Buyers: If you are working to engage with shoppers who value charitable giving, target consumers who use apps such as GoFundMe

2. Custom Inclusion Lists

Digilant’s custom inclusion list solution curates a made-to-order network of sites and pages meaningful to your brand and overall objectives. 

How can advertisers use this solution to target the four key holiday shopper groups this year? 
  • Last-Minute Shoppers: Because this shopping group includes many parents of young children, consider reaching them on family-friendly sites, like parenting.com
  • Social Shoppers: Social media shoppers’ desire to stay in the know doesn’t end when they leave their networking apps. They want to stay in the know, which results in time spent on pop culture sites, like People Magazine.
  • Bargain Shoppers: These shoppers are always on the hunt for a discount, consider coupon sites like GroupMe
  • Charitable Givers: These shoppers value staying informed on current events, target them on news sites like USA Today, New York Times, and The Washington Post

3. Credit Card Data

Advertisers have the ability to reach customers and prospects based on actual retail spending patterns with access to credit card data. You are able to choose from pre-built audiences or build custom audiences from criteria such as: 

  • merchant category
  • frequency of spend
  • spend amount
  • time period
  • offline vs. online spend. 

This tactic becomes even more powerful around the holidays as you can combine powerful behavioral-based segments derived from actual anonymized transaction data with seasonal insights. This gives you the ability to specifically understand how and where these key shoppers purchase during the holiday season. 

How can advertisers use this solution to target the four key holiday shopper groups this year? 
  • Last-Minute Shoppers: Understand the exact time frame in which these consumers actually hit buy so that you can target them with timely ads before this essential window has passed
  • Charitable Givers: understand which organizations or charities these groups frequently donate to better align with consumers who resonate with your brand’s mission or values

Take advantage of Digilant’s Premium Partnership with MasterCard and Amex.

4. Look-a-Like Audiences (using CRM Data)

As this season shapes up to be one of the most competitive holiday shopping seasons in history, it’s essential to reach valued consumers. And as consumer behavior and shopping habits seem to change on a daily basis, brands may be missing potential customers. Using CRM data, we are able to find and target consumers who look and behave similarly to your most valued current customers. 

5. Geofencing

As the holidays inch closers, people usually turn to in-store shopping. Whether it’s simply for the enjoyment of holiday window shopping, they’re in a time crunch, or to avoid expected shipping delays, advertisers can take advantage of geofencing solutions to reach consumers as they enter a radius close to their physical store. 

Geofencing uses an address, such as a retail location. It is then entered into our system, which checks Google’s API to get latitude/longitude for said address location. We can create custom geofences by setting a specific radius around the area to attract potential customers. We can then target consumers within the radius on display and mobile devices.