5 Advantages of Using a Demand-Side Platform (DSP)
Traditionally, brands are subjected to wide levels of exposure so as to have the biggest scope possible.
But what used to be a basic advertising strategy has now become a consumer’s typical nuisance.
Indeed, with so many companies trying to target the same audience, it’s possible for a consumer to be overwhelmed with promotions for goods and services they might not be interested in.
Even so, this is also not ideal on the part of the advertiser.
So much investment is wasted on advertising strategies that end up reaching out to consumers who are less likely to be interested in what a brand has to offer.
With so many marketing strategies overlapping the internet, companies must make every impression count.
Demand-Side Platforms (DSPs) provide advertisers both the necessary tools and info to make a more targeted campaign that’s more efficient and, ultimately, more productive in the long run.
1. Expanded Access Through Real-Time Bidding
Demand-Side Platforms (DSPs) work side-by-side with Supply-Side Platforms (SSPs), which are designed to help advertisers manage their ad space inventory.
This kind of combination lets advertisers place bids across all kinds of ad exchanges in real-time.
This means that the location of your advertising and impressions are always based on updated info.
In turn, your ads will ultimately get put into spaces that are relevant for your campaign.
A DSP also helps you access multiple ad exchanges at the same time.
This means your campaign will be exposed to the likes of the Microsoft Media Network, AdTech, AppNexus, DoubleClick, and more.
What this means is that your campaign reaches out to all niches which may possibly be relevant, leaving no digital stone unturned.
2. Demand-Side Platforms: An Efficient Use of Capital
Right off the bat, most DSPs offer a flat monthly rate, which means costs are fixed.
This spares you from variable costs other advertising platforms may offer.
But the greater financial benefit with DSPs is that they’re gonna give you more value for your investment through chances of getting higher ROIs.
A DSP keeps money for your advertising campaign from being wasted on exposures that guarantee little to no returns.
Instead of just putting your ads anywhere, DSPs will decide which impressions are most valuable to your campaign.
By being able to target individuals right down to their location and browser behavior, you significantly increase the chances of getting a positive response from those who see your ads.
#3 Sophisticated Targeting Methods with DSP
As mentioned above, efficient advertising focuses more on quality.
That is, it’s more about selecting the most productive impressions than it’s about making countless impressions across the wondrous digital space.
This is because not all ad spaces are created equal.
Advanced targeting, however, calls for more than just specifying your target audience to the most specific details such as geographic location, browsing behavior, etc.
Once you’ve got your ad spaces, DSPs will make sure your brand reaches your target audience as they occupy those channels.
More than that, the platforms can retarget your ads whenever necessary, should the patterns involving your consumers change.
Considering how consumer behavior is influenced by so many factors, constant shifts in these behaviors are quite likely, if not expected.
This kind of flexible targeting will make sure your efforts are constantly met with the same optimal results, no matter how everything else changes.
It’s great, ain’t it?
4. Access to Many Useful Features
Things such as Creative Content Management, Dayparting, and Frequency Capping are very useful, if not essential tools for a successful advertising campaign.
If anything, you’ll need these to get an edge over competing campaigns.
Playing with DSPs will give you access to these tools.
Creative content tools don’t just allow you to make sure that the content of your ads appears as you’ve imagined them.
These tools also allow you to achieve that in a single centralized system.
Dayparting lets you decide at which specific times of the day your target audience is gonna be exposed to your ads.
This can be very useful when you’re trying to make sure that consumers respond to calls to action at a certain time of the day.
And because efficient advertising requires moderate exposure, the frequency capping tool makes sure your consumers don’t get overexposed to the same kind of ad within set periods of time.
5. Remarkable Stats
After successfully targeting your audience and making sure your ads reach them in real-time, you’re gonna want to be able to crunch the numbers and study how well your campaign is currently doing.
To do this, you’ll need access to accurate data you can analyze.
DSPs offer transparent stats on all kinds of info relevant to your campaign, such as website traffic, page view lift, and click-through rates.
And because the data is updated in real-time, you can be sure that you’re not working with stale info.
You’re gonna need this info to spot where your ad campaigns are succeeding or falling short in so you can address them immediately or make improvements for better returns.
After all, the best way to guarantee the success of a marketing campaign is to accurately keep track of it.
No doubt that Demand-Side Platforms were designed to help turn advertising campaigns into a much more efficient process, benefiting not only the companies that run them, but the consumers who’ll be receiving them as well.
Demand-Side Platforms give you that much needed organization and convenience in managing your campaign amidst a very competitive and ever-changing environment.
I hope you’ve been able to learn from this post!
Don’t forget to check other DSP-related Mobidea Academy articles because I guarantee they’ll give you even more juicy info on the unflagging power of Demand-Side Platforms!
Wanna ask some questions about Demand-Side Platforms?
Ask away now!
OptimizationAd ExchangeCampaign PerformanceCampaign TargetingDemand-Side PlatformsFrequency CappingMedia BuyingOptimizationReal-time Bidding