How to race ahead with programmatic advertisingNews / Distribution | OnlineBy Viewpoints | October 7, 2015Share This article was originally published on Programmatic advertising is one of the fastest digital marketing channels today.NB This is a viewpoint by Stuart Hobbs, marketing director for Admedo.At its most basic, programmatic advertising is the automated buying and selling of online display media through technology.Learning technology works with the marketer to drive greater efficiency and performance, while keeping them in control of spend and campaign strategy.The technology used to run these campaigns is known as a Demand Side Platform, or DSP.Marketers are embracing programmatic advertising. Magna Global predicts that global programmatic ad spend will reach $32.6 billion by 2017. In the US, programmatic spend grew from 45% of total spend in 2014 to 55% in 2015. And while retail and automotive lead the way, travel is certainly catching up with 8.3% of the total 2015 US digital ad spend according to eMarketer.Programmatic advertising and the travel industry make a perfect match, where context and personality are imperative. And while programmatic advertising has been around for a few years, there’s still confusion about it.Where should your programmatic journey begin?Programmatic advertising can be an important part of your marketing strategy, working alongside your other digital channels. A good first step is to identify where your current channels aren’t successfully delivering on your KPIs.Programmatic can be successful across your marketing lifecycle, from increasing brand awareness, through to driving sales revenue. It can also generate a wealth of actionable insights that can help you better understand your target customers, and drive performance across other channels.Once you know where programmatic can best fit in your mix, it’s important to ensure that your creative and messaging is working with you to deliver success, and resonates with your target audience.With your campaign created, and actively prospecting for new prospects, what actually happens when a target customer has been identified? The whole process takes less than a second. 20 milliseconds A potential customer based in Shanghai is looking for a hotel in London for a romantic getaway with their partner. As soon as they press enter on a webpage, a call for an advertisement goes out. 50 milliseconds A call goes to an ad server and asks for a relevantly targeted ad to show the customer. 100 milliseconds The ad server reaches out to DSPs (Demand Side Platform) who will have campaigns match the customer’s behaviour. 150 milliseconds A Real Time Bidding (RTB) auction takes place to win the specific placement.and… 360 milliseconds a relevantly targeted ad has been picked. An advertisement for a romantic hotel near Regent Street wins.To find out more, join us for a FREE Tnooz-Admedo TLearn webinar, which will give you an overview of how programmatic works and how it can drive bookings. Attendees can expect to gain an understanding of these things: programmatic advertising and its relevance for travel brandsWhere programmatic advertising fits in your marketing strategyWhat steps are next to begin your programmatic journeyClick here for more details and registrationNB This is a viewpoint by Stuart Hobbs, marketing director for Admedo. It appears here as part of Tnooz's sponsored content initiative.NB2Image by Shutterstock.