Programmatic Audience Targeting in Sponsorship: What you Need to Know

October 12, 2022
SponsorPulse Staff

Learn how programmatic audience targeting paired with consumer data can help you reach the right people at the right time and deliver better campaign results.

Every successful advertising campaign is linked by one common denominator: a clearly defined audience. While it may appear that casting a wide net is a sound strategy to reach more customers, unless you’re launching a new brand with mass appeal, it actually works against you. In fact, investing in understanding your audience is the foundational first step toward winning them over. Enter: Programmatic audience targeting.

Programmatic Media 101

Programmatic media is the use of automated technology to support the purchase of media inventory and has led to the creation of more affordable and targeted media capabilities that drive effectiveness in campaigns.

The future of programmatic is bright. Glaringly so. Expected to reach an annual global spend of $493B USD in 2022, the sector is projected to surpass $720B by 2026. By then, the industry is expected to be 8x the size of the total global sponsorship industry.

The Benefits of Programmatic Audience Targeting

Precision

Programmatic ad strategy enables marketers to target their audience with precision and reach their desired customers with ease. Leveraging traffic data and online display targeting, programmatic media buying funnels impressions at scale with powerful results.

Transparency

In order to spearhead effective campaigns, marketers require a clear picture of how their advertising is performing. Programmatic media buying promotes transparency by providing real-time metrics that communicate where your ad spend is going and how it’s performing. This enables marketers to analyze and make adjustments to their campaigns, maximizing ROI in the process.

Automation

Programmatic strategy harnesses the power of streamlined automation to get your ads seen by your target audience. Automation allows you to sidestep insertion orders and negotiations, while additionally preventing the human errors that risk popping up with traditional media buying.

Launching Soon: The SponsorPulse Audience Network

So how does SponsorPulse add value to a rapidly evolving space reaching new heights every day? Meet: The SponsorPulse Audience Network. Launching soon, our Audience Network enables marketers to get their message in front of the right people at the right time. Using our robust data set, we create seed audiences based on common passions for sport, entertainment and consumer behaviors that we scale using predictive modeling to create audiences tailored to your targeting needs.

Whether you’re a brand looking to secure awareness for your latest sponsorship deal, a global sport property hoping to break into the US market with Gen Z, or a partnership sales rep seeking to offer premium audiences that go beyond your owned ones, The SponsorPulse Audience Network can get you there.

Are you ready to take your sponsorship efforts to the next level? Learn more about our Audience Network.

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