The strategies are formulated to identify and analyze opportunities and risks digital platforms can entail. With the use of digital platforms, businesses learn more about customer intelligence, collaboration opportunities, new product and market exploration, sales and service optimization, enterprise technology architectures and processes, innovation and governance. This in turn results to better marketing and customer-focused efforts in mediums such as web sites, mobile apps, eCommerce arena, social- media, site and search engine optimization and advertisements.

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Programmatic media buying can be categorized into different types: RTB or Open auction, Private Marketplace (PMP), and Programmatic Direct.

Typically, the programmatic ecosystem involves three main components: a DSP, SSP and an Ad Exchanger. Usually, ad inventory is bought via a real-time auction. Using programmatic channels, advertisers can buy per impression, thereby targeting the right audience. Since the process is automated, programmatic media buying guarantees speed and efficiency that is not matched in the traditional media buying.

An Example of How Programmatic Advertising Works:

Advertiser Nepali Sun wants to sell more sunscreen lotion:

It hires a programmatic advertising platform that is able to identify online consumers by things like: 

– demographics (male / female / 18 – 45),
– geography (hot areas),
– interests (swimming, rafting, beach, tan),
– behaviors (consume sun protection content on their lunch break),
– time of day (6-9 PM)
– weather (sunny)
– device (smartphones) 

The platform then uses real-time data to identify the best online audience(s) for the campaign and buys digital ad inventory through an auction based on everything available across multiple devices, in places the audience cares about. Advertisements are personalized based on each consumers unique interests and behaviors. Intelligent connections are made, insights are generated, and performance is optimized.

For efficient buying of programmatic media we are partnered with Eskimi here in Nepal.

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Test variables commonly include graphical elements such as: ad copy, colors, and click-through actions. The optimization objective can be initial engagement, a user action (such as click or install), or a post-install metric (such as purchase, registration, or lifetime value). Optimization is carried out using some form of discrete or combinatorial optimization techniques. Creative development is done using creative studio tools like Adobe Photoshop and Adobe Illustrator. This may include video, animation, native components, and interactive elements.

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Customer opinions and behaviors can change instantaneously and companies need to respond accordingly in order to retain those valued customers. Real-time Social Media Analysis notifies companies about sudden changes in attitude and brand sentiment so they can react quickly and decisively. These are some examples of how Real-time Social Media Analysis can help a company:

1. Identifies emerging issues before they impact brand reputation and customer sentiment
2. Measures event severity and magnitude on your customers
3. Identifies unapproved or inappropriate brand images before they go viral
4. Determines how (and whether) to respond

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