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Audience Who? Programmatic Ads Soar to Success Without Targeting Tactics!

Updated: May 8



Audience Who? Programmatic Ads Soar to Success Without Targeting Tactics!

While defining audiences is generally considered a best practice in advertising. However it’s important to note that there are scenarios where explicitly defining audiences may not be necessary. In fact, such type of targeting is likely to prevent your ad from being seen by a wider audience that is likely to make a purchase.

 

Not what you expected to hear? We understand….Most ad gurus have created a buzz around precise audience targeting for more efficient & relevant leads, optimizing ad budgets & other benefits. 

But here are some scenarios where programmatic advertising, available for as less as Rs.1,000, does away with the need to have a very narrowed down audience:


1. Broad Reach Campaigns

In some cases, advertisers might opt for broad reach campaigns to increase brand awareness. Instead of targeting specific demographics or interests, the goal is to reach a wide audience. This approach can be suitable for certain types of products or services with mass appeal.


Here are few use cases:


a. Brand Awareness for a New Product Launch

If the primary goal is to increase overall brand visibility and awareness, you will have to reach a broad audience without narrowing down specific demographic or interest segments. The focus here is on getting the brand in front of as many eyes as possible.


b. Local Business Promotion for a Grand Opening

A local business, such as a new restaurant or retail store, may opt for a broad reach campaign to promote its grand opening to be able to attract as many local residents as possible. 

Hence, all the brand needs to opt for is a broad audience in a specific geographic vicinity to be able to boost awareness among numerous potential customers to build a strong local presence.


2. Behavioral Targeting

Programmatic advertising platforms can use behavioral targeting based on users’ online behaviors, such as websites visited, search queries, or past interactions with ads. So even if you haven’t defined the interests of your audiences, your ad will surely be shown to the right sets of people who are likely to be interested in your products and/or services.


Use case examples:


a. E-commerce Retargeting

Behavioral targeting is highly effective for e-commerce businesses looking to re-engage users who have previously visited their website but did not make a purchase. Programmatic advertising tracks users’ online behaviors, such as products viewed or items added to the cart, etc. to deliver personalized ads showcasing the exact products users showed interest in. This approach aims to remind and entice potential customers to return and complete the purchase, leveraging their demonstrated preferences and intent.


b. Travel Industry Personalization

In the travel industry, behavioral targeting can be utilized to create personalized ad experiences based on users’ past travel-related activities. For instance, if a user frequently searches for beach destinations, the programmatic ads algorithm will use behavioral targeting to deliver ads featuring exclusive beach vacation packages. By tailoring the ad content to match users’ preferences and behaviors, programmatic advertising enables advertisers to increase the likelihood of capturing their attention and driving bookings in line with their travel interests.


3. Mass Market Products

This term refers to products or services with broad appeal, suitable for a wide range of demographics, may not necessitate precise audience targeting. Some examples of these include basic consumer goods, household items, and widely-used services – customized furnishings, interior decoration, lighting, real estate, electrical & plumbing services and the like.


4. Local Business Advertisements

For local businesses like restaurants, small retailers, or service providers, targeting a specific local geographic area may be more important than detailed demographic targeting. Location-based targeting can be effective without requiring granular audience specifications.


5. Public Service Announcements (PSAs)

Messages aimed at raising awareness for social or public issues may not need precise audience targeting. For such announcements, the goal is to reach out to as many people as possible rather than a specific set of audience with specific interests etc.


6. Event Promotions

When promoting events such as festivals, concerts, or community gatherings, etc., the target audience is likely to be diverse. In such cases, reaching a broad audience within a certain geographic region might be the priority.


7. Seasonal Campaigns

Some ad campaigns are tied to specific seasons or holidays and may have a broad appeal during those times. Advertisers may opt for a more general targeting approach to capture the attention of a wide audience during these seasonal peaks.


8. Impulse Buy Products

Products that are typically purchased on an impulse – jewellery, apparel, clothing, shoes, watches, accessories and the like, do not require precise targeting. Here, programmatic advertising can show it to a wide range of users at the right moment when they are more likely to make a purchase.


It’s important to recognize that the effectiveness of programmatic advertising campaigns can vary based on the goals, industry, and nature of the products or services being promoted.


For as less as Rs.1,000 you can start running your programmatic ad on Adzylytics, a platform that supports multiple channels, including display, video, mobile, and social, giving you the flexibility to reach your audience on the platforms they use the most. 


Book your discovery call with us today – +91 9890110518



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