What is Adtech + Martech?
In today's climate, brands are constantly vying for our attention, loyalty and most importantly, our money. Advertising and marketing teams have many important questions to answer and priorities to take into account: "What is the most efficient way to convert passive onlookers into active shoppers?" How can we most effectively reach our target audience? What is the best way to build brand loyalty? What are the most promising marketing channels for us? The list of questions regarding this matter is lengthy. However, the development of adtech and martech tools have provided insight into areas such as the target audience to the efficacy of campaigns.
Adtech and Martech represent the technologies, software and tech tools that professionals use to plan and execute advertising and marketing campaigns. Adtech and martech, when used correctly, have been shown to be two of the most important tools in growing businesses and revenue.
It is now essential to take into account the individual preferences of potential customers when planning marketing and advertising campaigns.
You may have received a targeted ad while scrolling through social media. A coupon emailed to you from a liked brand. In each of these cases, a combination of data and technology was used to capture your attention and lead you to interact with a company's products or services in a significant way.
ADTECH TOOLS & EXAMPLES Demand and Supply Side Platforms
Advertisers purchase ad space from media organizations in order to reach their target market. By bidding on open ad slots on a per impression basis, advertisers using DSPs can more effectively reach their target consumers, while SSPs allow for sellers to list their inventory in an automated and efficient way.
Search Engine Marketing (SEM) Platforms Search engines, such as Google, permit advertisers to buy ad space for particular keywords that the advertiser believes will attract new customers. For example, a plumbing company might use their advertisement budget to place their ads in the search results for "leaky faucet" or a restaurant in Vienna might want to purchase ad space for a term like "best restaurants Vienna´s." The ability to gain a significant amount of search exposure helps brands to acquire more customers.
Ad Forecasting Software
This software provides companies with insights into consumer media consumption habits and the approximate cost of ad space, allowing them to budget for ad buying more accurately and efficiently. Companies then optimize for company goals in order to stretch their dollar further and more efficiently.
