Summary: Real time advertising is changing the way businesses reach their targeted audience and the way they engage in brand protection. The technology is new, but there are already signs that show its bright future.
Real time advertising is sort of the Holy Grail of online advertising which allows businesses to more quickly deliver more relevant ads to their targeted audience and engage in brand protection at the same time. Over the last couple of months, we’ve read news articles and seen on the Internet how companies, especially Facebook, have been tinkering with this new groundbreaking approach to serving online ads.
Real time bidding (RTB) works like magic in that ads are instantly served almost as quickly as fast as you can say “food”. It’s at the forefront of the development in the world of online advertising. Many big Internet companies are looking for ways to harness this new incredible technology as they see it as the way of the future, and it’s fairly expected that we’ll be seeing more of real time ads being served all over the place soon.
Obviously, real time advertising will change the whole basis of the way businesses will reach their targeted audience with more relevant and timely ads. For example, suppose Facebook user Alice posts “I want some burgers. Anyone?” on her profile, the ads that run along the side of her Facebook profile will instantly show ads relating to burgers.
But how viable is real time bidding for advertisers? Is it going to be more cost-efficient?
In real time bidding, instead of paying a fixed amount of money on a per 1000 impressions, advertisers will offer the price that they want to pay per specific number of impression, or number of times their ads will show up. And how “real-time” does this all get? In RTB, everything happens in less than 150 milliseconds, from the time the mention of “burger” has been made to the time the ads load.
If you think about it, real time advertising is more efficient than the more conventional performance based advertising methods to get to your targeted audience. In pay-per-click for example, not all of the 1000 impressions are specifically relevant to your ads. That means you could be paying for ads that are not entirely relevant to your business.
There are lots of advantages to using RTB over the more conventional types of performance advertising. One is that because ads are served in real time, you as the advertiser will learn exactly what works best for your product. It will thus help you come up with more effective optimization approaches for your campaign.
Using an RTB to get to your targeted audience and for brand protection also lets you more effectively customize ads in real time based on the user’s digital footprints, and it effectively minimizes ad spent loss.
Perhaps the biggest benefit to using RTB for your online advertising campaigns is that it gives you more control over your campaign’s costs by buying only the impressions that is more relevant to your intended audience.
If you haven’t considered it yet, perhaps it’s time that you try integrating real time advertising into your online marketing campaigns. You’ll perhaps get the most of it by becoming an early adapter and by employing the expertise of performance advertising networks.
Resource box:
AdGorithms is a new performance ad network that has recently forayed into real time advertising to more powerfully reach targeted audience. To find out more, visit https://adgorithms.com today.
