The Economist showed the world in 2015 how to use programmatic advertising like a boss. It won the Masters of Marketing award for its series on strategy and campaign.Economist created 60 creatives to target some 650k prospects who were reading similar stories on leading news sites.
With the help of dynamic advertising, creatives were built in real-time which matched the viewer’s preferences and the current story he was reading to one of the Economist’s similar story.Here’s an example:
The reader was reading a story on The Telegraph regarding the Mediterranean migrant death toll, and he was seeing an ad at the same time that said, “Why has the Mediterranean turned into the Dead Sea?” This ad led the user to the exact story on the Economist.These types of highly targeted ads were created automatically for hundreds of users, based on analyzing the Economist website and app and then matching cookies and subscriber data to create an audience for seven sections.
A look-alike audience was then created as the target audience for this campaign.
The end result?
The Economist achieved 50% of its target in 9 days with an ROI of over 10:1. Over 3.6 million people took action as a result of this campaign.
This is what you can achieve with the help of programmatic advertising. Your campaign might not deliver these exact results, but you can definitely do much better than what you would do with traditional advertising.
https://www.cardinaldigitalmarketing.com/blog/programmatic-display-advertising/
