MAM
Pros and cons of programmatic advertising
Mumbai: For individuals extensively engaged in online activities, be it gaming or browsing social media, the prevalence of tailored advertisements matching their interests is undeniable. This aligns with one of the primary goals of programmatic advertising: employing a data-driven methodology for the purchase and sale of digital ads, precisely targeting the marketing of products and services to specific audiences. Programmatic advertising has emerged as a transformative force in the realm of digital marketing, employing automated systems and data analytics to seamlessly connect ads with the right audience at the right time. I
In contrast to traditional advertising, programmatic advertising operates like a savvy assistant, efficiently navigating the landscape of online ad placement. The method’s effectiveness is underscored by its ability to target specific demographics, optimize spending, and provide real-time insights, making it a preferred choice for advertisers in the digital age.
Recent statistics underscore the exponential growth of programmatic advertising, with a Statista report projecting digital advertising to reach half a trillion Indian rupees by 2024. India’s robust internet penetration, currently standing at 48.7%, with over 692 million users, has been a key driver. The Digital India initiative, coupled with last-mile connectivity, widespread smartphone adoption, and affordable internet access, has propelled the surge in programmatic advertising.
For those serious about digital marketing impact, programmatic ads offer a plethora of benefits. Precision in targeting, efficient spending, and real-time optimization contribute to a higher return on investment. Advertisers can leverage a variety of platforms to reach specific audiences strategically, ensuring frugal and calculated allocation of resources. Whether executing a multi-platform brand-building campaign or a tactical promotion for a festive season, programmatic advertising provides the agility and data-driven insights needed for success.
Despite the digital dominance, many advertisers still adopt the media multiplier effect, integrating programmatic advertising into their overall media buying strategy. By strategically utilizing different channels based on budget constraints, advertisers amplify their brand messages, reaching a broader audience as each channel reinforces the others.
However, the implementation of programmatic advertising is not without its challenges. A primary hurdle is the increasing demand for skilled professionals in digital marketing, data analysis, and ad tech. As the industry evolves, the scarcity of qualified individuals poses a significant challenge for agencies.
Addressing the persistent issues in programmatic advertising is crucial. Ad fraud remains a concern, with bots generating fake clicks and impressions, leading to wasted resources. Ensuring viewability is another challenge, as advertisers strive to guarantee that their ads are seen by users. Data privacy concerns, amid growing awareness among consumers, necessitate careful and transparent handling of user data.
Remaining nimble and adaptable is imperative for marketers and advertisers. No brand strategy can be fool-proof, and strategies must evolve to meet the dynamic nature of the digital landscape. Embracing technology, including the integration of programmatic advertising, presents exciting possibilities, revolutionizing the way brands connect with their customer base.
Drawing from years of brand strategy experience, the lesson is clear: embracing technology, particularly programmatic advertising, opens a realm of opportunities for advertisers. As the industry progresses, programmatic advertising will undoubtedly play a more pivotal role in business marketing strategies, combining data-driven precision with creative storytelling. The convergence of these elements marks a paradigm shift in the advertising landscape, shaping the future of digital marketing.
The author of this article is Newton Consulting India COO Smita Khanna Kithania.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
