Programmatic advertising is the automated buying and selling of display, video and content ads, using permission based first-party data you own and collected yourself, permission based second-party data that may have been shared with you by a trusted partner and occasionally 3rd party data that may have been purchased. 

In a programmatic advertising campaign, real-time bidding is used to place ads in front of consumers who are more likely to be interested in a brand’s products. These ads can appear on various digital platforms, such as social media, websites, and mobile applications. Ad types can be static display banners, rich media banners, video or native content. 

Put simply, programmatic advertising brings your brand, wines and messaging to your best consumer throughout the web at a massive scale. 

Here are some of the key elements of programmatic advertising:

Targeted Advertising

With programmatic advertising, brands can use data to target their ads to specific audiences, such as those who have previously purchased their wines or those who have shown an interest in wine. This targeting uses one or more of the data sources mentioned previously to ensure that the ads are shown to people who are more likely to convert into direct sales. 

Increased Awareness

A programmatic advertising campaign can help increase brand awareness by displaying ads to a wider audience than the brand may be able to reach through basic channels such as social and email. This helps to increase the winery’s visibility, making it more likely that people will consider them when making a wine purchase online, in a wine shop or restaurant. As more people become aware of the winery, direct sales are likely to increase.

Retargeting Campaigns

Retargeting is a marketing technique that shows ads to people who have previously engaged with a brand, but have not yet made a purchase. By retargeting these potential customers, winery’s can remind them of their previous interest and encourage them to revisit the winery website, subscribe to an email list, or make a purchase. 

Customized Messaging

Programmatic advertising allows brands to customize their messaging based on the programmatic audience they are targeting. For example, a winery can create ads that promote their high-end wines to a more affluent audience, while promoting their more affordable wines to a broader audience. This kind of data-based targeting helps brands to deliver the right message to the right consumer which could increase direct and retail sales.

Measurable Results

One of the most significant advantages of programmatic advertising, like most digital advertising, is that it provides measurable results. Winery’s can track the success of their campaign in real-time, making it easy to make changes to improve the results. By measuring the return on investment (ROI), brands can optimize their campaigns to maximize their direct sales.

Cost Effective

Programmatic ads offer a cost-effective alternative to direct buys, with high levels of targeting that reach the right consumer wherever they are online. Ads are typically sold on a CPM (cost per thousand impressions), CPC (cost per click), CPA (cost per action) or CTC (click through conversions) basis, with the majority of programmatic ads sold using the CPM model. This cost efficiency helps advertisers and brands extend their ad budgets 10 to 20 times farther, making it an ideal option for small to medium-sized brands.

The effectiveness and cost efficiency of programmatic advertising is hard to deny and with the right help is fairly simple to begin using. If you are interested in learning more about how to get started with programmatic advertising CLICK HERE to get in touch.