Steps to choose the right programmatic advertising platform
Step 1. Set your goals and budget
It is important to know your budget as early as possible because this can determine the strategy and scope of your ad campaigns.
At this stage, you need to also work out what your goals are both short-term and long-term. How do you want programmatic advertising software to help you achieve them? What other factors need to be taken into account?
Once you go through the advice presented here, it's time to start searching. Ask yourself whether you would prefer to work with a programmatic ad agency with local representatives within easy physical reach, or a big name that is only available online.
A good way to filter out programmatic companies you would not want to work with is to look through their website - agencies who care about their presence will have spent months perfecting it, which is a good indicator for potential clients.
Go through their case studies and objective reviews as well. Find out which industries they have experience in and whether they work with platforms you are interested in. If they have a good proven track record of successful campaigns at companies like yours, there's no reason to think they wouldn't be able to help you out too.
Step 3. Direct communication with programmatic ad platform
As soon as you have a pool of several programmatic ad agencies that might be your best fit, reach out to them and schedule meetings to talk things through.
At the meeting, pay attention to their manner of communication: are they responsive to your needs? Are they comfortable working with the budget you have?
Remember, you are looking for an ongoing, mutually beneficial partnership. If it seems like the company is merely after your money and addresses your queries reluctantly, thank them for their time and move on.
Enquire about their team, what does each member add to it? How creative are they? Are they good at meeting deadlines?
Another thing to consider is how many clients each account manager has. This question determines whether they put quality over quantity. If you are new to programmatic advertising, you need their staff's full attention, especially initially to ensure everything is set up right from the start and that your budget is used wisely.
Step 4. Choose your programmatic advertising agency
After you have interviewed your top picks, you should have one that stands out and meets your needs the most. Settle any last-minute issues, review the contract, sign it and off you go!
Step 5. Keep track of things
Schedule a weekly meeting to stay abreast of how the campaigns are going on all platforms.
Analyse what works best and share your findings with the programmatic ad agency, which may not be as accustomed with industry specifics as you are. The right programmatic ad agency won't promise you results from Day 1 on all platforms, but will eventually arrive at a solution that uses the budget efficiently and lives up to your expectations (if not exceeds them!). They should possess all the tools and workings from prior experience of programmatic online advertising.
At the same time, there should be no complacency. Some strategies may only work for a limited time and need to be tweaked to deliver on a constant basis. Ultimately, your success with programmatic online advertising will rely on your due diligence in ensuring that everything stays on track as much as the help and services afforded to you by the advertising agency.