How to Succeed as a Small or Mid-Sized Marketer in Programmatic Display Advertising

In the world of digital advertising, larger brands and agencies often have significant advantages when it comes to programmatic display campaigns. However, that doesn’t mean smaller marketers can’t effectively compete and achieve success. With the right strategies and tools, you can optimize your campaigns and get results on par with bigger competitors.

This comprehensive guide will provide tips, tricks and best practices for smaller marketers looking to level the playing field in programmatic display. By the end, you’ll understand how to maximize available technologies, get creative with limited resources, adapt flexible budgeting approaches and more. Let’s jump in!

Understanding the Programmatic Display Landscape

Before diving into competitive strategies, it’s important to have a working knowledge of programmatic display advertising. In this auction-based model, impressions are bought and sold on ad exchanges in real-time through automated processes . Major exchanges include Google’s DoubleClick Ad Exchange and Xandr’s AppNexus.

Large brands have some inherent advantages in this landscape. Their significant ad spend gives them preferential access to the latest ad tech platforms through exclusive agency partnerships. They also have dedicated internal teams or agencies solely focused on programmatic buying.

As a small or mid-sized marketer, you may not have this direct access or level of specialization. However, by partnering with an experienced agency that handles both large and small clients, you can tap into more advanced programmatic tools without significant additional resources. Let’s explore some specific competitive strategies.

Leverage the Latest Technologies

As mentioned, larger advertisers often have early access to new technologies thanks to deep-pocketed agency relationships. But there are still ways for smaller players to utilize the latest platforms.

Research the top programmatic vendors and examine their client profiles. Determine if there is any work with marketers across sizes. Choose an agency partner that regularly implements cutting-edge solutions for bigger brands and can apply those learnings to your campaigns.

For example, some agencies have direct access to demand-side platforms (DSPs) like The Trade Desk through reseller partnerships . These DSPs provide capabilities like addressable TV that may be off-limits otherwise. A well-connected partner can get you seats at the table.

You may also consider co-operative programmatic buying groups. Here, multiple smaller advertisers team up to pool resources and gain group discounts/priority with certain vendors . This spreading of costs increases your technological firepower.

With the right representation, smaller budgets don’t have to mean outdated systems. Tap leading-edge tools through collaborative avenues.

Creative Optimization on a Budget

While larger marketers iterate ads frequently, small teams have less creative bandwidth. However, there are budget-friendly approaches:

Build Reusable Templates

Design ad templates with swappable elements like headlines, images or calls-to-action. This streamlines new ad production without much additional work .

Leverage Native Units

Native placements integrate ads seamlessly into the surrounding content . As a result, they are less polished than traditional ads but still yield measurable results.

Automate Testing

Tools like Google Optimize allow testing headline copy, colors and more directly within the ad code . Automated testing reduces the need for iterative full-production cycles.

Tap User-Generated Content

Leverage customer reviews, social posts and other authentic content in creative ways where possible. This content is essentially free compared to full professional production.

With some strategic thinking, you can continue refining creativity within tighter constraints. Focus testing efforts where they will have the most meaningful impact.

Flexible and Responsive Budgeting

Predictable quarterly budgets are standard practice for large companies but don’t always align with programmatic campaign realities. Here are some adaptive approaches:

Monitoring KPIs Daily

Small budgets mean you can’t afford unused funds sitting idle. Continuously track key metrics like CPA, CTR and viewability. Pause low-performing ads and reallocate budget where it’s working.

Adopting Savings Mechanisms

Many platforms allow paused campaigns to accumulate credits . These credits function like a budget buffer, letting you increase spending on winning campaigns without going over total allocation.

Establishing Guardrails Not Ceilings

Set target metrics and KPI thresholds rather than inflexible spending caps. This permits spending growth when opportunities arise without risking wasted money.

Taking Advantage of Unused Inventory

Programmatic marketers frequently leave money on the table by not fully utilizing allocated budgets . Stay nimble to capitalize on unexpected dips in CPCs or higher-than-normal impressions.

With the right guardrails in place, don’t be afraid to flex budgets up or down as needed week-to-week. Continual testing and adaptation are key for small players.

Additional Strategies and Considerations

A few other competitive approaches can help even the playing field:

• Leverage data-driven targeting. Granular audience profiles and first-party data targeting capabilities allowed by most DSPs.
• Consider programming directly. Bypassing open exchanges for direct deals with premium publishers reduces cost uncertainty.
• Outsource non-core functions. For example, work with an agency on technology platforms or campaign launch/optimization.
• Be open to experimentation. Newer ad formats or inventory types not normally considered may yield unexpected opportunities.
• Build media partnerships. Offer co-marketing opportunities to influencers or niche publishers for lower CPMs.
• Get involved in industry groups. Organizations like the IAB help level the playing field through education, standards, and advocacy. With the right online resources and agency support, smaller brands have access to many of the same programmatic tools as market leaders. Success comes down to creativity within the given constraints.

Key Takeaways

To summarize some of the most important competitive strategies covered:

• Partner with an agency that has experience implementing cutting-edge technologies for big brands.
• Optimize limited creative resources through reusable templates, native placements, and automated testing.
• Continuously monitor campaign metrics and flex budgets upwards when opportunities arise.
• Leverage granular data targeting, consider direct deals, and experiment openly.
• Stay nimble by fully utilizing allocated funds and reallocating them to top-performing campaigns.

By taking advantage of collaborative opportunities, streamlining processes, and constantly testing and learning, smaller marketers can achieve programmatic display success on their own terms. It’s about maximizing resources rather than mimicking larger competitors dollar-for-dollar.

FAQs

Q: How can smaller budgets be effectively allocated across networks like Google, Facebook, etc.?

A: Start with a cost-benefit analysis of each platform based on your targeting needs and marketing goals. Test networks sequentially to gauge performance rather than spreading funds too thin upfront. Monitor metrics closely and reallocate away from underperforming placements quickly.

Q: What other tactics help get the most value from programmatic without big budgets?

A: Prioritize high-quality targeting data and audience profiles over raw volume. Partner with niche publishers for unique, on-target inventory. Consider programmatic guaranteed deals for capped-cost campaigns. Automate testing and bid adjustments wherever possible.

Q: Is programmatic still worth it for really small ad budgets under $1,000/month?

A: Programmatic can still be effective on small budgets if the right approach is taken. Focus on one quality placement, narrowly target based on first-party data, and automate optimizations. Monitor daily and adjust the course quickly. Outsourcing technology and buying expertise through experienced agencies also helps maximize limited funds.

Q: How do agencies charge for programmatic services, and is it still viable for small businesses?

Most charge either a percentage of media spend managed (15–25%) or a flat monthly retainer fee, which typically ranges from $1,000–3,000. For very small budgets under $5,000/month, a project-based approach focusing on campaign launch and optimization support may be more cost-effective initially until spending scales. Always discuss alternative fee structures with potential agency partners.

Q: What pitfalls should small marketers avoid in programmatic display campaigns?

A: Don’t try scaling up campaigns too quickly before optimization. Resist the urge to spread budgets thinly across networks and placements. Don’t launch without integrated first-party audience data. Monitor constantly for underperforming tactics and reallocate budgets proactively. Maintain transparent and frequent partner agency communications.

Q: What types of businesses are most suitable for programmatic display versus other channels?

Programmatic display aligns well with high-consideration purchases in industries like retail, travel, consumer electronics, etc. where top-of-funnel branding, awareness, and retargeting tactics yield results. Less effective for instant transactions. Also well-suited for niche audiences hard to reach cost-effectively through traditional channels.