With the beginning of the festive season, people are all set to live and make the most of their happy moments. Though the celebration gets complimented with food, fun, decoration and shopping but this time, it’s going to be uninhibited since people are really excited about life being back to normal and are willing to shop online. Owing to this, brands have also prepared themselves to unleash the advertising blitz during festivities.
Marketers are looking forward to rolling out their campaigns and desire to make the best of it via effective app marketing strategies with a rational budget and quality ROAS. Now that festive celebrations are in full swing, ad spending is projected to be raised approx. 15-20% for October-December (Q4) (source: Economic Times). In fact, with the surge in the demands of online offerings, verticals like eCommerce, FMCG, Automobile, Lifestyle, Fashion, RMG etc are ready to capitalize on its momentum. Having said that this period holds a special place in the advertising landscape, let’s discuss in brief how it would witness a growth in sales via ad spending.
Self-Serve DSP: During the festive time, users often make expenses on shoppable content wherein, reaching such consumers via Self-Serve DSPs can actually do wonders in brand presence at the initial stage of campaign promotion. It helps marketers to showcase the brand with scalability, transparency and hygiene while monitoring the real-time results behind the invested budget. With Self-Serve DSPs, optimization of digital ads has become quite easier because marketers are the owners of their own strategies and get to know the performance of the campaign at each stage of its operation; here’s how:
- Contextual Targeting: This has become a key factor of Self-Serve DSPs because neither it uses the consumers’ personal data nor it relies on third-party cookies. This specialty of Contextual Targeting makes it more in demand by marketers and during the festive season, incorporating this tactic in marketing strategy can be a plus point for brands for boosting sales. This is because it resonates with the consumers and gets placed in the context of the host media. It works on the keywords searched by the users based on which, marketers can showcase similar offerings, matching their choices.
For Example: If a consumer searches something about Ethnic Dresses, then, showcasing some accessories or jewellery, matching the ethnic outfit can make a difference in sales.
- Measurability: The best part of Self-Serve DSPs is that it provides marketers with actionable insights since they obtain real-time metrics with a complete overview of their ad spends. Marketers get datalicious reports with an analysis of their marketing budget from which source it brings the beneficial results and where it gets drained. Based on the insights, brand owners can also cherry-pick the right yet best-performing source that carries out favourable results, ensuring that ad spends are trackable. They can make modifications or pause the campaign while measuring the effectiveness of its performance.
- Audience Segmentation: Dividing the audience into groups who share similar and common interests has become effective via Self-Serve DSPs. Audience Segmentation means segregating cohorts of similar characteristics where consumers share almost the same or matching interests. With the help of Self-Serve Platforms, marketers while running their campaigns can use these audience buckets to efficiently use the marketing budget as these get displayed to a far more relevant and responsive audience.
At online marketplaces, competition among the brands is constant and during festive times, it becomes a little higher since the availability of multiple brands sometimes lets users switch one over another brand. Thus, having a Self-Serve DSP can help marketers cutthroat the market competition with its multiple audience acquisition, engagement and retention options along with real-time algorithms that enable them to rethink their marketing practice. Self-Serve Performance Marketing Platform is like a savior for brands not only in terms of their reach & recognition but for safety & sanity as well. That’s why, this festive season, it can be said that the ad spends via such DSP would be projected to rise nearly 2x-3x as marketers get a completely transparent and brand-safe environment where each campaign operation including the marketing budget is under an advertiser’s control and all the challenges easily get sorted.
