How to Effectively Use Display and Programmatic Advertising: A Comprehensive Strategy with 58 MarTech Tools

Display and programmatic advertising are powerful tools in a marketer's arsenal. Display advertising involves placing banner ads or other visual content on websites and other digital platforms. In contrast, programmatic advertising uses automated technology to buy and sell real-time ad inventory. Together, they offer an effective way to reach and engage your target audience across the digital landscape.

But with so many options available, how can you create an effective strategy for using display and programmatic advertising? In this article, we'll outline a comprehensive approach to using these tactics and explore some of the MarTech tools to help you execute your strategy effectively.

Set Your Objectives

Before you start any advertising campaign, setting clear objectives is important. What do you want to achieve with your advertising? Do you want to increase brand awareness, generate leads, or drive sales? The objectives you set will determine your targeting strategy, your creative approach, and your metrics for success.

For example, if you're running a display advertising campaign to increase brand awareness, you might focus on reaching a broad audience with eye-catching creativity. But if you're running a programmatic campaign to drive sales, you might target specific audience segments with personalized messaging and retargeting ads.

Define Your Target Audience

Once you've set your objectives, it's time to define your target audience. Who are you trying to reach with your advertising? What are their interests, demographics, and behaviors? This information will help you choose the right channels and platforms to reach your audience and develop creative that resonates with them.

Several MarTech tools can help you define your target audience. For example, Google Analytics can provide detailed demographic and behavioral data about your website visitors. At the same time, social listening tools like Hootsuite Insights can help you understand what your target audience says about your brand on social media.

Choose Your Channels and Platforms

Now that you know who you're targeting, it's time to choose the channels and platforms you'll use to reach them. This will depend on your objectives, target audience, and budget.

Display advertising can be effective on various platforms, from major search engines like Google and Bing to social media platforms like Facebook, Instagram, and Twitter. Programmatic advertising can be purchased through ad exchanges or demand-side platforms, which offer access to a wide range of ad inventory across multiple channels and platforms.

Several MarTech tools can help you choose the right channels and platforms for your advertising. For example, Google Ads offers powerful targeting options and detailed reporting. Programmatic advertising platforms like The Trade Desk provide access to a wide range of ad inventory and sophisticated targeting capabilities.

Develop Your Creative

Your creativity is the heart of your advertising campaign. It will capture your audience's attention and motivate them to take action. Your creative should align with your objectives, target audience, and chosen channels and platforms.

You'll need to develop eye-catching visual content for display advertising that stands out on the page. This could be a static banner ad, an animated GIF, or even a video ad. For programmatic advertising, you must develop personalized messaging and creativity that speaks to your target audience's interests and behaviors.

Several MarTech tools can help you develop and optimize your creativity. For example, Canva offers an easy-to-use platform for creating professional-quality designs, while Adobe Creative Cloud provides advanced design tools for experienced designers.

Measure Your Results

Finally, it's important to measure your results and optimize your campaigns based on your findings. This will help you maximize your return

on investment and improve the effectiveness of your display and programmatic advertising.

You can measure your campaigns' success using several metrics, including impressions, clicks, conversions, and return on ad spend (ROAS). By tracking these metrics and analyzing your results, you can identify what's working and what's not and adjust your strategy accordingly.

Many MarTech tools help you measure and optimize your advertising campaigns. For example, Google Analytics provides detailed reporting and insights into your website traffic and conversion data, while attribution platforms like AdRoll help you understand how your ads influence customer behavior across multiple channels and touchpoints.

Conclusion

Effective display and programmatic advertising requires a comprehensive strategy that aligns with your objectives, target audience, and chosen channels and platforms. By setting clear objectives, defining your target audience, choosing the right channels and platforms, developing compelling creative, and measuring your results, you can create campaigns that reach and engage your audience and deliver measurable results.

Many MarTech tools are available to help you execute your strategy effectively, from analytics and attribution platforms to creative design and optimization tools. By leveraging these tools and staying up-to-date on the latest trends and best practices, you can stay ahead of the competition and achieve your advertising goals.?

Tools

Here are short reviews of Display and Programmatic Advertising. For longer reviews, click the link for each tool.

1. Imonomy - Imonomy is an ad platform that helps publishers monetize their content through in-image and in-text ads. It uses AI technology to optimize ad placements and maximize revenue.?
2. BidSwitch - BidSwitch is a programmatic advertising platform that connects supply-side platforms (SSPs) and demand-side platforms (DSPs) for efficient buying and selling of ad inventory.?
3. AdHash - AdHash is a blockchain-based advertising platform that offers transparent, secure, and efficient buying and selling of ad inventory.?
4. TheAdex - TheAdex is a data management platform that helps advertisers and publishers collect, segment, and activate data for more effective targeting and personalization.?
5. Adline - Adline is a self-serve programmatic advertising platform that offers access to multiple ad exchanges and supply sources.?
6. Amazon Advertising - Amazon Advertising is a suite of advertising solutions that help advertisers reach and engage customers on Amazon's website, apps, and devices.
7. Adbeat - Adbeat is a competitive intelligence platform that provides insights into competitors' advertising strategies, including ad copy, placement, and targeting.?
8. Thrive Labs - Thrive Labs is a programmatic advertising platform that uses machine learning to optimize ad campaigns and maximize ROI.?
9. AdSpyglass - AdSpyglass is a mediation platform that helps publishers optimize their ad revenue by automatically selecting the best ad networks for each impression.?
10. AOL - AOL is a digital media and advertising company offering various advertising solutions, including display, mobile, video, and programmatic advertising.
11. BannerBoo - BannerBoo is an online banner maker that allows users to create professional-quality banner ads without design skills.
12. Connexity - Connexity is an e-commerce marketing platform that helps retailers reach and engage shoppers through targeted display and programmatic advertising.?
13. Digilant - Digilant is a programmatic advertising company that provides end-to-end solutions for advertisers, including media planning, buying, and optimization.?
14. Blip Billboards - Blip Billboards is a programmatic advertising platform that enables advertisers to buy digital billboard ads in real time.?
15. Ortec - ?Ortec is a data analytics and optimization company that offers solutions for supply chain, workforce, and advertising optimization.
16. CtrlShift - CtrlShift is a programmatic advertising company that provides brand safety, viewability, and transparency solutions.?
17. Rakuten Advertising - Rakuten Advertising is an advertising platform that helps brands reach and engage customers through affiliate marketing, display advertising, and influencer marketing.?
18. RichPush - RichPush is a push notification advertising network that allows advertisers to target and engage users through browser notifications.?
19. SmartyAds - SmartyAds is a programmatic advertising platform that offers solutions for ad serving, demand-side and supply-side platforms, and data management.?
20. StickerRide - StickerRide is a mobile advertising platform that connects brands with drivers who place branded stickers on their cars and drive around town.?
21. NWS.ai -? NWS.ai is a programmatic advertising platform that offers solutions for display, video, and native advertising.
22. Streamlyn - Streamlyn is a programmatic advertising company that provides media planning, buying, and optimization solutions.?
23. TheRAMP - TheRAMP is a programmatic advertising platform that uses machine learning to optimize ad campaigns and deliver personalized experiences.
24. Traffective - Traffective is a programmatic advertising company that offers solutions for media planning, buying, and optimization.
25. 24/7.ai - 24/7.ai is an artificial intelligence and machine learning platform that offers chatbots, customer engagement, and digital marketing solutions.
26. Adobe Advertising Cloud - Adobe Advertising Cloud is a programmatic advertising platform that offers solutions for media planning, buying, and optimization across multiple channels and platforms.
27. AdRoll - AdRoll is a retargeting and prospecting platform that helps advertisers reach and engage customers across multiple channels and devices.?
28. Advendio - Advendio is a sales management platform for digital advertising that helps publishers and advertisers streamline their ad operations.?
29. Advertizer - Advertizer is a self-serve programmatic advertising platform that offers access to multiple ad exchanges and supply sources.?
30. Adzooma - Adzooma is an online advertising platform that helps advertisers optimize and automate their ad campaigns across multiple channels and platforms.?
31. ExoClick - ExoClick is a programmatic advertising platform that offers solutions for display, video, and native advertising.?
32. Adtelligent - Adtelligent is a programmatic advertising company that provides solutions for media planning, buying, and optimization.?
33. Earnify - Earnify is a performance marketing platform that helps advertisers drive conversions and increase revenue through affiliate marketing and native advertising.?
34. Adnium - Adnium is a programmatic advertising platform that offers solutions for display, video, and native advertising.?
35. Amobee - Amobee is a digital advertising platform offering programmatic, social media, and mobile advertising solutions.?
36. Apple Advertising - Apple Advertising is a suite of advertising solutions that help advertisers reach and engage customers on Apple's devices, apps, and services.?
37. BannerFlow - BannerFlow is a creative management platform that allows users to design and publish HTML5 banner ads without coding.
38. Beeswax - Beeswax is a programmatic advertising platform that offers solutions for media planning, buying, and optimization.
39. Bidx - Bidx is a programmatic advertising platform that offers solutions for media buying and optimization using blockchain technology.?
40. ClixTell - ClixTell is a click fraud protection platform that helps advertisers identify and prevent fraudulent clicks on their ads.?
41. Converto - Converto is a programmatic advertising platform that offers solutions for media planning, buying, and optimization.
42. Criteo - Criteo is a programmatic advertising company that provides retargeting, prospecting, and personalized advertising solutions.
43. Frogo - Frogo is a programmatic advertising platform that offers media buying and optimization solutions.
44. Finch - Finch is an AI-powered digital advertising platform that helps advertisers optimize their ad campaigns across multiple channels and platforms.
45. Fraudlogix - Fraudlogix is an ad fraud detection and prevention platform that helps advertisers protect their ad campaigns from invalid traffic.?
46. Jelli - Jelli is a programmatic advertising platform that offers solutions for buying and selling digital audio advertising.?
47. LiquidM - LiquidM is a programmatic advertising platform that offers solutions for media planning, buying, and optimization.?
48. Mint - Mint is a programmatic advertising platform that uses AI and machine learning to optimize ad campaigns and increase conversions.?
49. Quantcast - Quantcast is a programmatic advertising company that provides audience targeting, measurement, and optimization solutions.
50. ReklamStore - ReklamStore is a programmatic advertising platform that offers solutions for display, video, and native advertising.
51. Roq.ad - Roq.ad is a cross-device targeting and measurement platform that helps advertisers reach and engage customers across multiple devices.
52. Sojern - Sojern is a programmatic advertising company that provides solutions for travel advertising, including search, display, and video advertising.?
53. Sovrn - Sovrn is a programmatic advertising platform that offers solutions for media planning, buying, and optimization.
54. AdsWizz - AdsWizz is a digital audio advertising platform offering solutions for programmatic buying and selling audio ads.?
55. Strossle - Strossle is a native advertising platform that helps publishers monetize their content through sponsored content and native ads.?
56. TrafficGuard - TrafficGuard is an ad fraud prevention platform that helps advertisers protect their ad campaigns from invalid traffic and fraud.?
57. TrafficJunky - TrafficJunky is an online advertising network that offers solutions for display, video, and mobile advertising.?
58. YOC - YOC is a programmatic advertising company that provides solutions for mobile advertising, including display, video, and native advertising.?

In conclusion, many software tools are available for display and programmatic advertising, each with unique features and capabilities. By using these tools strategically and effectively, advertisers can reach their target audience with relevant and engaging ads while maximizing their return on investment.