programatica

La compra programática se está posicionando como uno de los medios más eficaces de aumentar el ROI de la estrategia publicitaria. En este artículo veremos en qué consiste dicha disciplina, y cómo puede ayudarnos a la hora de mejorar nuestra publicidad digital.

Programmatic es ya una de las disciplinas de publicidad digital mejor valoradas por los anunciantes en el presente, y lo será aún más en el futuro cuando esta forma de comprar espacios publicitarios de forma sistemática y automatizada, irrumpa de forma generalizada en medios masivos.

Se calcula que cada uno de nosotros puede llegar a recibir cerca de 3.000 impactos publicitarios cada día. Las marcas necesitan llamar la atención entre toda esa oferta y se esfuerzan al máximo buscando cómo mejorar el retorno de su inversión publicitaria.

Por eso, los buenos resultados que ofrece la compra programática hacen que los anunciantes se estén incorporando de manera creciente a este sistema, tanto en España como a escala global.




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Algunas estimaciones que hemos realizado en Digilant:

¿Qué es la compra programática?

Es una disciplina del marketing digital que permite comprar espacios publicitarios en tiempo real, que se desarrolla a través de una compleja estructura tecnológica, algoritmos y millones de datos.

A partir de ahí ofrece a las marcas la posibilidad de conectar con la audiencia adecuada en el momento más oportuno para lograr un determinado objetivo, pudiendo impactar con un mensaje personalizado a cada consumidor en función de su perfil e intereses.

En programmatic por regla general, el trading desk (equipo experto en gestionar campañas programáticas para los anunciantes y agencias) planifica y compra audiencias relevantes y afines, en lugar de basar su planificación en medios o soportes concretos.

Además, la segmentación y la personalización de las creatividades son mucho más precisas.

Real time bidding (RTB) es el modelo de compra más ampliamente utilizado hoy en día en programática.

Con este sistema, una empresa puede emitir su mensaje en el momento en el que un usuario con un perfil determinado (que se ha identificado previamente como target de la campaña) se conecta a una determinada web o App móvil.

En ese momento y en real time, los posibles anunciantes interesados por esa impresión publicitaria, entran en una puja, proceso que dura milésimas de segundo, mientras que se carga la página a la que está accediendo esa persona.

Así, cuando el consumidor entra en la página se encuentra con un anuncio de un producto, contenido o servicio directamente relacionado con sus intereses.

Programática: el target “perfecto”

Tradicionalmente, los anunciantes definían sus planes de medios basándose en quiénes eran sus consumidores “ideales”, a partir del trabajo con sondeos, páneles de audiencia, analistas externos o conjuntos de datos internos.

Pero, a menudo, esa información era estática, a menudo imprecisa, y por lo general obsoleta. Y este sistema se sigue utilizando…

En la publicidad digital programática, sin embargo, los consumidores se hallan categorizados en múltiples segmentos dinámicos en función de criterios comportamentales, de intereses, sociodemográficos, etc.

Seguidamente, para dar con la mejor audiencia, hay que agregar todos los datos de los usuarios en tiempo real y en un formato que los anunciantes puedan integrar en su planificación de medios y su ejecución.

Además, los anunciantes más avanzados aprenden mucho acerca de sus mejores clientes. Pueden recolectar cientos de atributos de su información procedente del CRM o de sus puntos de venta, combinarlos con los datos de conversión y aplicar Data Science.

Después es posible crear modelos de consumo en tiempo real para encontrar nuevos compradores que realmente se parezcan a los “clientes idóneos” de esa marca, e incluso adelantarse a cómo van a evolucionar esos usuarios relevantes.

De este modo, se pueden crear modelos para alcanzar a los diferentes públicos objetivo del anunciante, maximizar los resultados y aprender más acerca de esas audiencias y su comportamiento ante la campaña.

Todo ello, desarrollado en tiempo real y actualizado de forma permanente.

Sin programática no hay futuro en marketing digital

Quedan retos por superar, claro está, como la incorporación generalizada por parte de los anunciantes de sistemas de atribución Data Driven, mucho más justos dado que tienen en cuenta la contribución de todos los canales y players en todo el path to conversion, y no sólo la última interacción.

También consideran aspectos clave en el consumo del consumidor como el cross device, dado que el número de usuarios que utilizan dos o más dispositivos durante su actividad cotidiana par conectarse a Internet va en aumento.

Por eso, los anunciantes, agencias de marketing y publishers se esfuerzan en identificar a los consumidores a través de sus diferentes dispositivos y llegar hasta ellos de manera personalizada.

El correcto trazado cross device nos permite identificar al usuario independientemente del dispositivo desde el que navegue, evitando así el desperdicio de impactos, pudiendo realizar una segmentación cada vez más eficaz de potenciales consumidores, para que reciban mensajes relevantes a través de cualquier plataforma y dispositivo en función del momento en el que dicho consumidor se encuentre.

Pero si algo tenemos claro a estas alturas es que el ROI en una estrategia de publicidad digital, aumenta de forma considerable cuando se cubren todas las fases del funnel de conversión con acciones programáticas multiformato.junto con una correcta estrategia de SEM que posibilite la consecución de la conversión.

Esa certeza es la que está impulsando de forma tan clara este sistema en todos los mercados y las sinergias entre ambos canales.

¿Quieres aprender a diseñar, gestionar y medir campañas de publicidad y comunicación en medios digitales? Fórmate con el Programa Superior en Programática y RTB de ICEMD. Encuentra toda la información e inscripciones, aquí.



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