As we all know, this pandemic situation has pushed most brands to do online marketing in order to reach out to customers. This pandemic situation has changed the way customers reach brands since all physical stores were completely shut, leaving them with only online shopping as a feasible option.
All brands who do either large scale or small scale businesses in India want a wider reach for their brand and good sales for their products by spending money efficiently on advertising and marketing. When marketers in India looked out for an advertising technique which allows them to explore a wide range of publishers’ inventories and audience available in the market with an efficient budget investment, they arrived at a new hero of an advertising format known as Programmatic advertising.
Programmatic advertising in one line is “ Collecting all data from campaign history and using the data for the betterment of the campaign in future with the help of a system specific algorithm”. Indian Marketers have welcomed Programmatic buying with their arms wide open because programmatic ads help Indian Marketers market their brands online within a very effective budget investment. Secondly, to do any kind of online advertising you need users to be highly engaged online through any of the devices they own.
India has the highest smartphone population than any other country in the world. We Indians nearly spend 180 to 210 minutes engaging with our smartphones using the internet for watching online content and playing online games per day. This user behaviour of Indians gives an upper hand for Programmatic advertising to convince Indian Marketers to adopt it to market their brand online. Due to this, every year, programmatic ads grow at the rate of 70% in India.
That being said, there are many platforms out there to choose from so we have done a quick analysis for your benefit.
The top programmatic advertising platforms in India are
Google Marketing Platform majorly consists of DSP (DV360), Google Ads, Adserver (Campaign Manager 360), Tag manager(GTM), Analytics manager (Google Analytics), Creative manager ( Studio) and report builder (Data Studio). Google marketing platform provides the marketer a whole new advertising experience. It helps the marketer to do end to end campaign management through all resources GMP has across digital advertising, campaign management and tracking. GMP offers integrated digital advertising comfort to marketers by giving them everything in one set to run their digital programmatic buying campaigns. GMP is an user friendly tool which gives the marketer a wide range of access in a programmatic ads environment. GMP supports programmatic buying of ad space for all three formats such as Display, Video and Audio advertising. GMP with the help of its integrated analytics and advertising platforms, helps marketers to reach their target audiences and make deeper connections with them to convert them with efficient ad spends and better ROI.
Citeo is a programmatic ads DSP that is well known for the use of in-house third party audiences for remarketing and high conversion rate ability. Criteo DSP works on the basis of CPC cost metric and it has a very high click to conversion ratio than any other programmatic platforms. In Criteo no google or first party audience can be used, Criteo DSP is built in such a way that it can run only with the Criteo in-house third party audience data.
Recently Criteo has developed an Criteo’s own API to power the marketers advertising using the Criteo’s custom report builder API, automated Criteo’s Campaign setup API and automatic Bid management API. With this help of the API systems Criteo provides an enhanced opportunity for the Marketers to do full funnel marketing for their brand.
Amazon DSP helps advertisers reach their target correct audience from amazon apps as well as Amazon’s website with the help of algorithms run by the system programmatically. It helps advertisers to reach out to the audience via Amazon publishing partners and third party exchanges. Amazon DSP supports programmatic buying of ad space for all the three formats such as Display, Video and Audio advertising. Amazon DSP provides a highly protected advertising experience to the Advertisers with the help of the brand safety advertising policies of Amazon. The Amazon DSP comes with the both self-service and managed-service option for the Advertisers who want to try Amazon DSP for their programmatic ads business.
The contextual targeting capability of the Amazon DSP has been strengthened by the sources such as Oracle Data Cloud (ODC) - custom predictions and DoubleVerify - Custom contextual. The ODC provides the marketer an upper hand in marketing by allowing them to capitalize on the inventories associated with the trending contents.
The Bidding strategy which Amazon has is totally transparent to the Advertisers. The advertisers can control their budget and spend at any level of their campaign, they can even control their spend towards the KPI goal and campaign performance on its programmatic advertising platform.
MediaMath provides the advertiser a comfortable and powerful online digital advertising experience with the help of its DSP TerminalOne programmatic advertising platform. MediaMath helps marketers manage their mobile, display, social, video, audio and native campaigns with the help of an omnichannel global ecosystem.
MediaMath delivers a complete package of campaign handling for the marketers including campaign execution, reporting, targeting and creative management. MediaMath completely focuses on delivering the best results in terms of conversion ratios and better returns on ad spends.
Due to the wide range of ability MediaMath holds on Programmatic ads, Disney+ Hotstar has recently collaborated with MediaMath to provide marketers with a highly protected brand safe environment along with premium inventories to do marketing with an extensive audience reach through OTT platform programmatically.
What is beneficial here for the marketer due to this collaboration of Disney+ Hotstar and MediaMath, is that this successive collaboration between the marketer and advertisers can reach even the narrowest regions of the country with a very high premium inventory on offer through programmatic. Also, advertisers can buy the Programmatic Guaranteed (PG) and Private Marketplace (PMP) deals to target the exact inventories and correct set of targets for their brand.
MediaMath with a huge reach and exact key targeting ability MediaMath is offering the Advertiser to do very exact marketing for their brand even in the regional areas of India through live sports or entertainment events.. With the access to audience based buying techniques in the programmatic buying environment offered by MediaMath, advertisers can have more transparency and control over their campaigns and target the exact required engaging audiences to explore better conversion results for their campaigns.
Adobe advertising cloud is a place where a programmatic advertising platform meets all media. Adobe has been a unique ad platform that gathers and automates all screens, data, media, and creativity at some measure. Introduction of programmatic buying with a Adobe Advertising Cloud brings an end to the traditional media buying process. Automated media buying with the help of a Programmatic DSP is the best duo for brands to move their digital advertising strategy one step forward. The DSP will give you the advantage that you can successfully and cost-effectively implement your strategy accurately by forecasting and predicting the outcomes.This combo will give your customer a delightful experience online advertising. Adobe Advertising Cloud DSP provides the advertiser with the access to any ad inventory for any media practically with best quality control and Measurement.
TubeMogul allows the advertiser to plan, buy, build, measure and optimize online advertising campaigns programmatically. With a TubeMogul on his/her side an advertiser or marketer can simplify the process of planning and buying ad space across multiple channels, inventories and environment all from a single programmatic buying platform. With a gift of TubeMogul’s consolidated campaign management and cross-channel advertising software helps the advertiser to run brand campaigns globally using the first and third party data across all the devices with any ad format through the premium inventories.. Along with this TubeMogul provides a platform dashboard with the real-time metrics which gives an upper hand to the advertiser to track the Ad spend, campaign performance and impact across the lifetime period of the campaign dynamically at any point.
Verizon’s media group helps the marketer and advertiser communicate and reach most of their audiences through Verizon’s own brands such as Huffpost, TechChurch and Yahoo. Verizon Media with its high technologies such as AI, Machine-learning and XR in hand provides the customer a whole packed programmatic experience for their brands. Verizon Media innovates programmatic ads to a higher level with its premium exchanges and technologies.
Verizon Media provides a streamlined suite of publishing and advertising services to many brands by integrating verizon brands like Yahoo, AOL and BrightRoll in one DSP OATH. This unified OATH DSP provides marketers an additional advantage by providing access to the inventory across MSN, Yahoo, AOL and OATH’s other pre-owned properties. With the OATH DSP offered by Verizon Media, advertisers can now target the Native and CTV inventories along with the display and video inventories.
Programmatic advertising is gaining dominance over mobile marketing in India. As a marketer you're probably excited to try it for your brand. Most advertisers wonder what is programmatic advertising and how they can set up the online advertising for their brand programmatically. But now you know how.
Most Advertisers initiate campaigns but pause them if there are no immediate results. However programmatic ads, like any other advertising platform, requires machine learning to generate results and generate ROI. Advertisers should evaluate the performance of a campaign not just by direct results but also by the impact it creates in terms of consideration, remarketing etc
Now leverage DV360 (Display Video 360) in Self Serve mode
Google offers their programmatic buying solutions only to agencies and not to brands - but there are agencies like Social Beat that offer a self-serve option to brands and other agencies where they can use the existing DV360 access to run campaigns. This is known as a Self Serve programmatic advertising platform.