Sometimes, there just isn’t any more money left for your programmatic budget. No matter how successful a campaign or how important the strategy, you may encounter a hard stop on the amount you can secure for your advertising efforts.
When that happens, it’s time to do more with less. And one way to get a ton more value out of your existing programmatic ad spend is by using ad intelligence software in four creative—and money-stretching—ways.
1. Go where your competitors aren’t.
You may be competing for impressions on popular sites with your closest competitors. That’s all well and good. But deals may be found if you go where your competitors aren’t. That’s easy to do with a simple comparison using an ad intelligence tool. Compare your brand to one or more competitors, and see exactly where they aren’t advertising. You can also see where you’re advertising but they’re not—or where they’re advertising unopposed.
All these data points can be used to stretch an existing programmatic budget further, and get a jump on the competition at the same time.
2. Apply the 80/20 rule to your website selection.
The 80/20 rule is a principle that states 80% of outcomes come from 20% of the inputs. It’s a rule that applies to a surprising number of fields, from nature to business. It also applies to your programmatic budget.
There is a very good chance that the majority of your impressions are generated by a small handful of the websites you advertise on. It’s also likely that a lot of your budget is being spent on sites that underperform. With the right data, you can assess these opportunities and obstacles easily. Using ad intelligence, you can quickly calculate which sites are worth spending money on.
3. Cut out middlemen.
It’s not always possible (or advisable) to avoid ad networks or middlemen. But in some cases, you can use ad intelligence to determine where direct advertising might make more sense. A simple analysis of your brand using a tool like Pathmatics shows you how much you’re spending on direct vs. indirect. You’ll also be able to see how the number of impressions you get from each direct and indirect source.
This data quickly shows you which direct and indirect sources are pulling their weight. If you see that you’re spending a percentage of budget on a certain indirect channel, but that channel isn’t providing the same percentage of impressions, you may need to reevaluate.
4. Steal the best ideas from other brands.
Ad intelligence gives you a close look at how every other brand in your industry is advertising. Why spend a ton of money performing trial and error on your own campaigns? Your budget goes much further when you can look at the best-performing strategies used by the competition.
You’ll be able to see exactly which creatives your competitors are putting money behind, then mimic or build upon the design and distribution strategies used. You can determine exactly how your competition is spending across channels and timeframes. This information takes the guesswork out of when and how to run your ads.
This all adds up to time, energy, and dollars saved, so you can focus your resources on what matters: making an impression in the minds of consumers.
- How Are Retailers Buying Across Digital? Not Programmatically.
- How to Budget for Desktop, Mobile and Video Using Your Competition’s Top Allocation Strategies
- Why Pathmatics Believes in Complete Ad Transparency
An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.