Programmatic advertising is all about reaching the right audience, at the right time, and in the right context. And the success of putting a contractor's service message in front of its target consumer is the driving force behind all contractor marketing and programmatic contractor advertising. Because when a contractor can automate the media buying process (using IF THEN and FILTERING type programming logic); a contractor can systemically “program” lead generation into their processes and drive lead opportunities straight to their sales representatives and more.
And Google AdWords (now known as Google Ads) was an early platform in the programmatic advertising space; taking pay per click (PPC) from its infancy to a whole new level after paying off Overture and Yahoo for violating their search patent. Google PPC became the de facto method to programmatically deliver an advertising message to a targeted consumer/prospect.
However, programmatic advertising takes things one giant leap further when it steps outside of the search engine keyword pay per click environment and begins delivering advertising messages as display-style advertisements on all Android and iOS devices including OTT (Over-the-top) Internet-connected Television sets.
Facebook and its extensive Facebook Ads network is a direct rival to Google Ads and each platform has its own patented ability to deliver programmatic advertising to consumers. However, localized programmatic advertising steps outside the shell of Facebook users and delivers contextual advertisements without being a part of Facebook.
As such, it has the advantage of a casting a wider audience net, and, in combination with geofencing and a geo-perimeter; can deliver rich contextual advertisements even at specific locations. Specifically, programmatic geofencing can isolate a geo-location and deliver advertisements with programmatic conditions such as:
• When a prospect enters the “perimeter” area
• Where a prospect goes specifically in the perimeter area
• How long a prospect remains in the geofenced area
• Delivering advertising after a set amount of time in the perimeter area
And although Facebook Ads can also enable a geographical “perimeter” of where to target Facebook users; localized programmatic advertising does not require Facebook to deliver messages. In fact, the advertisements are delivered within the same Applications used by iOS and Android mobile users; and when iOS and Android users use mobile web browsers.
Despite localized programmatic marketing's benefit of being Facebook and Google agnostic, it is a powerful convergence when localized programmatic is combined with Facebook Ads and more specifically, with Google Ads.
That is because Google ads have a related retargeting capability, whereby if a programmatic visitor enters a website while within the Geo fence perimeter, then Google ads retargeting can be used in combination to deliver Google style banner ads to the visitor through its retargeting capability. In other words, say a visitor enters a localized programmatic perimeter and visits the Home Depot website, then if the Home Depot has a Google retargeting campaign on, then that visitor will then receive Home Depot advertisements on their mobile device.
Localized programmatic then becomes superset of Google Ads making both programmatic methods even more powerful. And for a contracting business, the power to reach the right audience;
at the right location,
at the right time, and
in the right context
makes programmatic a must-use marketing medium because it delivers the lowest cost and the right audience.
Localized programmatic technology works in conjunction with iOS and Android localization permissions. Local programmatic does not invade or illegally tap the phones system, and in fact, mobile users grant permission as part of their GPS and location access granted to applications. For example, when a person uses a mobile GPS app they must enable localization in order for the GPS application to navigate. And if that GPS application comes free through the placement of advertisements in the app then localized programmatic can deliver the ads permission.
The only thing that can limit localized programmatic advertising is the limitation of a contractor's marketing ideas. In other words, as long as a contracting business or tradesperson knows where there ideal target audience is then programmatic advertising can deliver the message; and at the right time and in the right context.
Knowledge Transfer LLC works with licensed contractors and trades persons to specifically map out;
This then makes lead generation effective especially when combined with door to door sales campaigns.