The Rise of Programmatic advertising and why your Visitor Attraction should be using it
The Rise of Programmatic advertising and why your Visitor Attraction should be using it
Has your business ever done any online advertising? If so you have probably used programmatic advertising without realising it.
So, what is programmatic advertising?
Put simply the Digital Marketing Institute defines programmatic advertising as “the use of software to buy digital advertising.”
Effectively it is the use of Artificial Intelligence to buy advertising space which would previously have been negotiated through human interaction with set prices and timings. It allows for real time auctioned buying to use the advertising space with the most relevant content.
Any mention of Artificial Intelligence and machine learning can sound a bit scary and overwhelming but it’s not all as the movies would have you think. Mark Zuckerberg, CEO of Facebook said: “Whenever I hear people saying AI is going to hurt people in the future I think, yeah, technology can generally always be used for good and bad and you need to be careful about how you build it … but if you’re arguing against AI then you’re arguing against safer cars that aren’t going to have accidents, and you’re arguing against being able to better diagnose people when they’re sick.”
Why use programmatic advertising?
The use of programmatic advertising gives the advertiser much more control over their advertising as you can monitor your results and optimise your campaigns in real time.
Technology has moved forward so much in recent years and these programmatic platforms are better and smarter than ever before. Giving advertisers the option to continually test and improve on low cost and low commitment basis so you can be more agile with your advertising.
With Covid requirements meaning most visitor attractions have moved to all customers booking online, you can see the ROI of digital advertising better than ever before.
Which platforms?
There are a number of different platforms you can advertise on in this way, here we will show you the minimum spends and location targeting options of five of the top platforms:
| Platform | Minimum Spend | Location Targeting |
| Facebook & Instagram | £1 per ad set (audience), per day | Country, Region, City, Postcode e.g. HP23 6 or dropping a pin |
| no minimum spend | Country, Region, City, Postcode e.g. HP23 or a radius | |
| TikTok | $20 per day, per ad group | Country, Region |
| 7p is the minimum bid for cost per click | Country, Region, Postcode | |
| Daily Mail/Metro | No minimum spend | Country, Region |
This blog was written by Liz Dimes, Online Manager at Agility Marketing, a boutique marketing agency specialising in Digital Marketing for Visitor Attractions.
