DAM and the Programmatic Advertising Problem

Marketers know the challenges of distributing collateral to the right person given the time, place and context. How do you ensure that your message is directed to the appropriate target audience, at the right time, as the reader is visiting a related site?

Programmatic advertising emerges as a holistic solution that can touch on every one of these bases. And when combined with the organizational strengths of a digital asset management (DAM) solution, your marketing strategy will see meaningful improvements.

What is Programmatic Advertising?

By using algorithms that measure visitor behavior, programmatic advertising is able to intersect time, place, and context to best communicate your message.

Simply stated, programmatic advertising enables brand content and impressions, as lined up to target audience and interest, to be syndicated to multiple publishers. The ads are clearly delineated as sponsored content and when you click on them, it brings you to the brand’s website.

All this is done in real time as the reader is visiting the website. So, having many relevant ads on many different publishers, while a visitor is concurrently browsing a relevant site is now a distinct reality.

The 32.56 billion dollars in revenue generated, according to eMarketer reflects the success of programmatic advertising, and for good reason: programmatic advertising is dynamic, precise, and cost efficient.

Having the best of both worlds really can happen.

Multivariate testing

Although your message will populate across all your distributed publishers, it is still critical that the actual message is precise and optimized. When you’re producing so much content so quickly, you must necessarily place your content under scrutiny and examination.

Multivariate testing emerges as a technique to experiment with different variations of a website’s interface to see which version performs the best. So, in order to test and identify the most outstanding variation, a website’s picture and copy will be changed at the same time, and this process is done several times with several iterations.

Importantly, multivariate testing is different from A/B testing. While A/B testing compares the results of changes to only one variable (that certainly has its own benefits), multivariate testing compares the results of changes to many variables, demonstrating how various components interact with each other.

In the scope of programmatic advertising, multivariate testing is preferred because of the speed with which it can test variations.

For single conversions like clicks, sign ups, or shares, all of which are common CTA on programmatic ads, the capacity of multivariate testing to run a great number of tests over a short period of time, especially at the volume of all the ads to be produced, make it the superior option.

How can DAM help?

How does implementing a DAM help marketers execute their programmatic advertising strategy more effectively?

Your content requirements will be overwhelming: written copy, images, videos, SKU numbers, logos – the quantity of media assets that need to be produced and managed will demand the use of a management system.

All the variations of content built for multivariate testing only exacerbates the problem. For this reason, using a DAM is a snug fit – the organization and collaboration capacities of DAM streamline and simplify the content creation process.

A smart media library that can name and sort files by keyword taxonomy and share with other users will allow marketers to pull purposeful content quickly and modify as need. A DAM will encourage brand consistency and become a powerful resource in your digital workflow repertoire.

Unique to Flight’s DAM solution that can be immensely useful when organizing programmatic content is its Duplicate Check function.

On account of all the variations that will be produced because of multivariate testing, copies of the same content might sneak their way into your library, possibly putting a hitch in your workflow.

With the ‘Duplicate Check’ function, you can identify duplicate items and choose to remove them if you wish.

How to use duplicate check to prevent multiple file copies

It all sounds too good to be true. It’s a good thing that programmatic advertising is not just true, but already widely used. The automated dimensions of programmatic advertising help marketers accomplish their challenge of delivering their message quickly and precisely.

It just so happens a DAM brings the exact same qualities to your media library too.

Give Flight a try with a free trial to see how it complements your programmatic advertising campaign!

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