The COVID-19 pandemic forced the world to adapt to the virtual world at a staggering pace. And this has led to ‘virtual events’ becoming much more popular than before the pandemic. In 2022, such events are expected to rise by at least 5%.
As with in-person events, virtual ones also need effective promotion. To do that, one of the most basic requirements is a good-looking poster. If you’re looking to spice up your event poster to appeal to a new audience, you can find a background remover here.
After creating the media needed to promote your virtual event, you’ll need to find a way to make it appear in front of people. This is where advertising comes into play. But moving away from traditional means of advertising, using AI in marketing is the next big thing. And it is expected to grow massively till the end of the decade.
So, let’s take a look at the use of programmatic advertising in promoting your next virtual event.
What is Programmatic Advertising?
Ad spots on the internet are often sold on an auction-based system. Programmatic advertising refers to the automated buying and selling of these spaces. Both parties (buying and selling ad spaces) can benefit from automating this auction procedure.
Instead of humans having to spend a lot of time going through the tiresome bidding process, the entire procedure is automated.
Role of AI in Programmatic Advertising
AI algorithms have the ability to learn and develop through machine learning. They can incorporate new patterns that they come across very effectively. And as a result, they can influence several aspects of procuring ad spaces:
Budgeting
One of the most critical aspects of deploying ads is the company’s budget. And AI can help optimize the money spent in order to get the highest ROI possible. For buyers, AI can determine the right price to buy banner ads.
And for publishers, AI can also use its predictive mechanism to determine which clients would be successful with their ads. This will help publishers determine which clients will be the most successful with their projects.
Insightful Customer Data
AI is extremely efficient in finding out data about customers. Their browsing history, installed apps, interaction with similar apps, and relevance to their target audience can be determined much faster. Event marketers can fine-tune their ads using this data to reach the right audience.
As a result, advertisers can expect more conversions from their investments.
Personalization
Through the use of AI, you can expect ads to become much more personalized for your targeted audience. In fact, you can also set up the programmatic system to show specific graphics to different lead profiles.
Choosing the Right Website
Ads can be shown on different websites across the internet. Advertisers may not always have control over the websites on which they want to display their ads. Therefore, ads may be displayed on websites unrelated to your niche.
AI can automate choosing the right platforms with the help of ancillary technologies like natural language processing (NLP). It can process the website’s content and select the right ones to display your ads. So, you don’t have to worry about your ads appearing on inappropriate websites or platforms without context.
Show Ads at the Right Time
Ads perform the best when you show them at the right time to your leads. AI tied with programmatic advertising can determine when it’s best to display ads for more conversions. For example, your ad may appear when someone searches for your event to make more impact.
Steps to Set Up Programmatic Advertising
Let’s take a look at the steps that you’ll have to take to implement programmatic advertising through AI:
- Have a core message you want to convey – in this case. It’s the best part about the event.
- Target your audience so that they get your ads on the open internet. This becomes much more effective through the use of AI.
- Analyze the performance of the ads and optimize them to give you a better ROI. With AI, the time needed is cut down by a significant margin. It also gets cheaper and more effective every month.
Conclusion
AI in programmatic advertising is the future of getting ads to perform to their best. But, it requires consistent monitoring and the right strategies to deliver the desired results.
Since event marketers have little time to push their virtual events, the integration of AI can help their ads reach the right people in a short time.
