Exploring Programmatic Advertising in Emerging Markets- Dochase Ad exchange
Customer acquisition, media buying, advertising online, and internet advertising have dominated the way companies reach their customers in the last 10 years or more even in Africa.
Prior to the internet bubbles of late nineties, and even in many quarters, brands used radio, TV, bill boards stickers to advertise to customers. These include launching new products, promoting brands and influencing consumer buying. For this reason a coca-cola can budget $100 million for adverts on TV, bill boards, radio jingle and more. The question is these media are yet to answer: How has your media spend affected sales in numbers?.
The advent of internet not only brought a new way of reaching customers but also brought a speed in the varying consumer behavior and influence. More Africans are on the internet thanks to cheap smart phones from China and low cost of internet. Companies have to follow the customer to the new meeting point: the internet.
First it was: Got to leading websites, pay for space and place your adverts there. then it became, : pay for space in many sites and more.
Present Method: Strategic media buying
The new style is to use a single platform to put your adverts on millions of websites. This was and is still effective, but my problem with this is that your advert cam be going to people who don't need your product or even beside an offensive image, story of porn site. As a result, on lookers may identify your product with such bad stories .
Now the new method: Programmatic Advertising
The new media buying uses preset data to identify the type of customer you want and only shows your advert when those customers are browsing the site. The word programmatic sounds like a computer jargon that appeals to some rough tech guys. let me explain:
What is programmatic Advertising?
“Programmatic” ad buying typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves direct , human negotiations and manual insertion orders. It’s using machines to buy ads, basically.
Why does programmatic advertising matter?
Efficiency. Before programmatic ad buying, digital ads were bought and sold by human ad buyers and salespeople, who can be expensive and unreliable. Programmatic advertising technology promises to make the ad buying system more efficient, and therefore cheaper, by removing humans from the process wherever possible. Humans get sick, need to sleep and come to work hungover. Machines do not.
Is programmatic “the future of ad buying”?
Probably, yes. It’s impossible to tell what portion of advertising is now traded programatically, but it’s definitely on the rise. Some agencies now say they’re eager to buy as much media as possible through programmatic channels, and some major brands have even built out in-house teams to handle their programmatic ad buying as they spend more of their marketing budgets that way. At the moment, it’s mainly online ads that are traded programatically, but increasingly media companies and agencies are exploring ways to sell “traditional” media this way, including TV spots and out-of-home ads.
Programmatic In Africa:
The emerging markets have major challenges of data complexities, mix of IPs, and more which affects the ability to deploy adverts based on a data you obtained from developed countries. Therefore, it requires a homegrown approach that will effectively deliver the right adverts to the right customer at the right time and the right place: everything right.
We have taken a step to build a programmatic Advertising technology which addresses the intricacies of the African market. It is still a new technology, but we are really impressed by the level of uptake and growth. Don’t ask me how, but use it and see
I will return with how Dochase is leading Programmatic technology In emerging markets