Programmatic: Automated efficiency for your digital advertising
Programmatic advertising uses automation to buy and sell digital ad space, offering a more efficient and targeted approach compared to traditional methods. It leverages data and algorithms to connect advertisers with their desired audience across a vast network of websites, apps, and connected TVs (CTVs). This allows for real-time bidding, precise targeting, and detailed performance analysis, optimising campaigns for maximum impact.
What to look for in a programmatic freelancer
When hiring a programmatic freelancer, seek expertise in various Demand Side Platforms (DSPs) like Google Marketing Platform, The Trade Desk, and Amazon DSP. Look for a proven track record of successful campaigns, demonstrated by measurable results such as increased conversions, improved ROI, and efficient budget allocation.
Strong analytical skills are crucial, as is the ability to interpret data and adjust strategies accordingly. Effective communication is essential for clear reporting and collaboration.
Main expertise areas
Programmatic encompasses various specialisations. Consider your specific needs when evaluating freelancers. Key areas include:
- Campaign strategy and planning: Developing comprehensive strategies aligned with your business goals.
- DSP management: Expert navigation and optimisation within specific platforms.
- Audience targeting and segmentation: Identifying and reaching your ideal customer profiles.
- Inventory management: Sourcing and securing premium ad placements.
- Reporting and analysis: Providing insightful performance data and actionable recommendations.
- Programmatic creative: Designing and optimising visually compelling ads tailored for programmatic delivery.
Relevant interview questions
Here are some questions to help you assess a programmatic freelancer's suitability:
- Describe your experience with different DSPs (e.g., DV360, The Trade Desk).
- How do you approach campaign planning and strategy development?
- What are your key performance indicators (KPIs) for measuring campaign success?
- Can you share examples of successful programmatic campaigns you've managed?
- How do you stay up-to-date with the latest trends and developments in programmatic advertising?
- Explain your process for audience targeting and segmentation.
Tips for shortlisting candidates
- Review portfolios and case studies for evidence of successful campaigns.
- Check references and testimonials to verify their expertise.
- Assess their communication skills and responsiveness during initial interactions.
- Look for a proactive approach to problem-solving and a willingness to adapt to evolving campaign requirements.
Potential red flags
- Be wary of freelancers who make unrealistic promises or guarantee specific results.
- A lack of transparency regarding their methods or reporting should also raise concerns.
- Avoid candidates who demonstrate a limited understanding of key programmatic concepts or who are unfamiliar with industry best practices.
Typical complementary skills
Programmatic often works well alongside skills like data analysis, SEO/SEM, social media marketing, and creative design. Consider freelancers with a combination of these skills for a more holistic approach to your digital marketing strategy.
Benefits of hiring a programmatic freelancer
Programmatic freelancers offer flexibility, scalability, and specialised expertise, allowing you to optimise your advertising budget and reach your target audience effectively. They can manage complex campaigns, provide data-driven insights, and free up your internal team to focus on other core business activities.
Real-world examples of programmatic in action
Here are a few examples of how programmatic can be applied:
- Retargeting website visitors: Showing ads to users who have previously interacted with your website, encouraging them to return and complete a purchase.
- Targeting specific demographics: Reaching potential customers based on their age, location, interests, and online behaviour.
- Launching cross-device campaigns: Delivering a consistent message across multiple devices (desktop, mobile, tablet) to maximise reach and engagement.
Solving your business challenges with programmatic
Programmatic advertising addresses several key pain points for businesses. It helps overcome the limitations of traditional advertising by enabling precise targeting, real-time optimisation, and detailed performance tracking. This leads to improved ROI, increased efficiency, and better control over your advertising spend.
By leveraging the expertise of a skilled programmatic freelancer, you can unlock the full potential of this powerful advertising channel and achieve your marketing objectives.
