PROGRAMMATIC ADVERTISING: A REVOLUTION FOR TRADE MARKETING

A new opportunity for consumer product brands

Sam is strolling through the city, it's very hot. Suddenly, her smartphone shows her a display ad indicating that her favorite ice cream or sparkling water brand is available in a store less than 200 meters away. Sam gives in to temptation. Here is an example among many others of the effectiveness of programmatic advertising for trade marketing.

In the dynamic and competitive world of advertising, manufacturers must navigate through an ever-changing media landscape, where consumers are exposed to a multitude of advertisements every day. In this context, programmatic advertising has profoundly revolutionized trade marketing, bringing significant changes in how brands interact with their retailers and distributors as well as with the end consumer.

Multichannel campaigns precisely targeting the right audiences

There are many benefits for brands to trust multi-local and multichannel digital advertising :

• Hyper-precise targeting, thanks to the use of demographic, behavioral, and contextual data, to precisely reach the catchment areas of their retail networks and audience profiles;
• Content personalization by distribution area (nearest store address, for example);
• Dynamic optimization (DCO) allowing, through the use of data and real-time performance tracking, to establish A/B testing strategies or to adapt the message to the context (time of day, weather);
• The complementarity of digital channels (display, DOOH, Social media, etc.) to follow the consumer throughout the day;
• Integration of campaigns into retailer loyalty programs.

Nowadays, brands can focus their efforts on areas where campaigns have the greatest impact, while engaging and retaining their customers through proximity and personalization.

ARAGO, a tailored platform for trade marketing

A unique solution in the market, Arago has its own DSP (Demand Side Platform) and a highly accurate multiple geolocation tool with unique inventory on major online channels (display, native, video, rich media, connected TV, SEA, SMS). The platform thus offers a tailor-made solution to industrial brands to optimize the ROI of their digital campaigns and boost sales.