The most integral part of any digital campaign is the targeted audience. An audience typically means a set of people or market segment at whom an advertising message or the campaign is aimed. Programmatic Advertising helps an advertiser to target such audience in the most efficient and intelligent manner. Once the most relative audience is acquired, it can then be marketed upon to achieve engagement. This engagement is made possible with the help of differential communication at every stage of the funnel with Programmatic Advertising.

1. Audience Engagement with
Programmatic Advertising
By: Vaibhav Prabhune

2. Agenda
• The Audience
• Ecosystem
• The Funnel
• Engagement
• Optimization
• Taking it to the next level
• Future

3. The Audience
• What is an Audience
• Type of the same: primary / influencer
• Insights: into that audience
• Reaching out to the correct ones – programmatically

4. The Ecosystem
• User Profile
• Campaign Setup
• Delivery

8. The Funnel
• Awareness
• Interest
• Consideration
• Intent
• Evaluation
• Purchase
FUNNEL ?

10. AwarenessAwareness Of the
need /Want of a
Product
‘The’ user decides
to invest in a
home
He starts
educating himself
Does more and
more research
online

11. InterestActively
expresses
interest in a
product
Checks out sites
like Times
Realty etc.
Also, continues
deeper research
online
• Location
• Investment Tips
• Weighing options
between Plots and
Villas

12. He is vaguely aware of
what he wants
He researches,
investing in homes at
Talegaon, Lonavala,
etc.
This is where you first
show him your ad !
You serve an
impression, but he
doesn't click on the ad
Consideration

13. Shows an intent to buy
You know he may be
interested in a project in
Lonavala
You show him the same
ad a second time
He clicks on your ad,
get redirected to your
landing page, but
doesn't fill the form
He is added
into the
remarketing
Bucket!!
Intent

14. Evaluating different specific
product options
Visited your LP, but remember he
may not have finalised on it
Now that you know he's visited
your site but he hasn't filled up
the enquiry form, you target him
with differential communication !
The communication should be in
sync with the Landing page
Evaluation

15. • Differential communication according to the buyer behavior & position in the
funnel
• Interactive ads
- Rich Media
- Video
Engagement

16. Optimization
• Type of communication for different audiences as per the behavior
• Using a / b tasting at a precise level
• Pattern detection
• Frequency cap as per the budget and inventory

17. Taking it to the next level
• Cross Platform
• Cross Device
• Exponential Reach
• Maximum Utilization of the Inventory

18. The Future
• Radio
• Billboards
• More focused mobile ad-serving

19. Thank You