Programmatic Advertising for Wine Brands
Own a wine brand or alcoholic beverage brand? Then chances are you advertise in one way or another. But all things considered, are your current strategies delivering the results you need to maximize your business’ success? There’s always room for improvement, and with Programmatic Advertising for wine, you can take your brand’s marketing efforts to the next level. This article will dive into the topic by explaining what programmatic advertising is, its overall value, the benefits it can offer your wine brand and how you can get started in reaping them.
A Quick Refresh On Programmatic Advertising
Programmatic advertising refers to the use of automation in the media buying process. It involves dynamically placing ads on websites and apps via software, which cuts out the middleman and streamlines transactions.
Programmatic advertising has become increasingly popular as brands look for efficient ways to get their name in front of the right online audiences. This process allows them to do that and more through a suite of tools that streamline everything from requests for proposals to tenders and real time bidding.
What Applications Are Programmatic Advertising Best For?
Programmatic advertising is not a new concept, but it has become more sophisticated as the technology behind it has improved. Today’s programmatic platforms come equipped with a range of features that allow brands to target specific audiences, track campaign performance, and optimize their spend in real-time.
The role of agency holding companies in programmatic advertising is important. They use their size, data resources, and industry knowledge to help their customers’ campaigns succeed. Food-oriented and alcoholic beverage brands in particular have been quick to adopt programmatic advertising, as they look to reach consumers across multiple channels. By using programmatic, these brands are able to target individuals based on their specific behaviors and interests, which leads to more effective campaigns.
The Many Benefits of Programmatic Advertising for Wine Brands
Countless wine brands are turning to programmatic advertising as a solution to their online marketing needs, and it’s easy to see why. The strategy comes with tons of benefits, each able to enhance business success in its own unique way. The following are three of the most notable benefits of investing in programmatic advertising for your wine brand along with some insight into how each can help your business succeed.
1. Real-Time Optimization and Targeting
Programmatic advertising allows you to optimize and target your audience in real time through the use of unique data sets. This is a major benefit for wine brands, as it allows you to adjust your campaigns on the fly to ensure that you’re reaching the right people with the right message.
It’s also worth mentioning that programmatic advertising gives you the ability to target individuals across devices. This is important because wine drinkers are often using multiple devices throughout the day. By being able to reach them on all of their devices, you can ensure that your brand is top of mind when they’re ready to make a purchase.
2. Increased Ad Efficiencies
One of the main benefits of programmatic advertising is that it leads to increased ad efficiencies. This is because the process of buying and placing ads is automated, which eliminates the need for manual labor.
Not only does this make the process more efficient, but it also allows you to redeploy your resources to other areas of your business, like developing new bottles or expanding your reach to new markets.
3. Reduced Advertising Costs
Another benefit of programmatic advertising is that it can help reduce your overall advertising costs. Thanks to the power of automation, you can eliminate many of the fees that come with traditional advertising methods, like agency commissions.
What’s more, you can also take advantage of real time bidding to get the best prices for your ad space. This means that you only pay what your ads are worth, which can lead to significant savings over time.
How to Get Started With Programmatic Advertising for Your Wine Brand
Sold on the benefits and ready to get started? Here’s a quick breakdown of the steps involved in launching your first programmatic advertising campaign.
1. Plan and Set Goals
The first, most important thing you need to do when getting programmatic advertising for wine (or any other type of offering) is make a plan. You need to have a clear definition of what your goals are, the strategy you’re going to take in pursuing them and what KPIs you’ll use to track progress.
2. Define Your Campaign Parameters
Next comes defining your campaign parameters through insertion orders and line items. This process will vary slightly depending on what DSP you use, but essentially involves specifying information about your campaigns like goals, ad types (display or video), and display preferences.
3. Set Targeting Options
Getting your wine brand in front of the right people means getting specific about your campaign’s targeting parameters. Consult any data and research you have to understand your market, its habits online, and what settings are most likely to result in valuable impressions.
4. Take Final Steps
There are a couple of last steps you’ll need to take in order to finalize your campaign for launch. These include uploading your creative, entering its attributes and adjusting your creative targeting settings. Be sure to double (and even triple) check your work here, as these final details can make or break your campaign’s success. Once everything’s been accounted for, you’re ready to hit publish!
5. Monitor & Optimize Your Campaign
It’s important to remember that your work on a programmatic advertising campaign doesn’t end at launch – it’s after this point when the true value needs to be unlocked. DSPs offer various tools and features that allow you to track ads once they’re live and adjust their settings based on what you see. Metrics like Click-Through-Rate, Cost-Per-Click, overall spend and conversion value are just some of the most important numbers you’ll want to keep an eye on. It’s important to look for ‘sweet spots’ in your campaign where you’re getting the most value, test changes and implement them regularly.
In today’s digital age, technology is constantly providing new ways for businesses to reach and engage with their target audiences. Programmatic advertising is one such method, and when used correctly, can be a powerful tool in driving sales and growth for your wine brand. Following the steps outlined in this guide, you can set your campaign up for success and ensure that it delivers the desired results.
Gourmet Ads can run your next Programmatic Campaign for your Wine Brand.
Since 2012, Gourmet Ads have helped wine brands to promote their business online around the world. We’ve helped wine owners and advertising managers, as well as their advertising agencies, use Programmatic Advertising to help grow their wine businesses.
