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The Power of Programmatic for a Niche Marketing Strategy

A niche marketing strategy is all about focusing on the needs of a particular audience, within a particular niche. By targeting a narrowed customer base, marketers can streamline their campaigns to reach a specified, relevant audience. 

One strategy for successful niche marketing is to leverage programmatic advertising. From the ability to optimize and target the right audience in real time, to higher ROI and greater efficiency, programmatic offers plenty of benefits for marketers—including those who are targeting niche verticals. 

In a discussion for the How Agencies Thrive podcast, we’re joined by Maz Tannir and Anup Patel from the Toronto based agency, WS. We discuss innovative ways that programmatic advertising can be used for niche verticals, and showcase best practices for campaign performance.

Read on to learn 3 key insights from our discussion, or listen to the full episode, here

Why Use Programmatic in a Niche Marketing Strategy

Maz and Anup explain that WS serves a broad range of clients, including ones that are targeting niche verticals. When working with a client in the agriculture sector, programmatic advertising stood out to them as a niche marketing strategy that could be the right fit. 

According to Maz, past clients in the agricultural sector would focus their efforts on direct display. They would go to specific publishers and use their 1st-party data to advertise on their websites.

Maz says that as an agency, WS always focuses on the customer. They think about what those customers are doing, and where they’re browsing. The reason Maz’s team was keen on programmatic for their niche agriculture clients was because they recognized that farmers, like most people, are browsing online.

Maz and Anup never thought that programmatic advertising would be as powerful a strategy as it has been for their agriculture clients. They’ve made the leap from working with publishers directly, to now focusing on behavioural and contextual digital journeys.

Maz says that once they understand where users are seeing their ads and engaging with them, they start to learn more about their behaviour. “This has been a great focus for us when we look at our data, and programmatic has played a major role in helping us understand intent,” Maz explains. 

Tips for Running Programmatic Campaigns in Niche Verticals

Since adopting a programmatic strategy for some of their clients, WS has learned some helpful tips for running programmatic campaigns in niche verticals. Anup explains that it all starts with having a framework that is measurable, and really understanding the audience you’re trying to reach. “Once you know what drives decision-making, you can start to develop a creative strategy and messaging, and get more detailed,” he says. 

One thing to avoid? Putting all your eggs in one basket. Anup emphasizes that at WS, they always mix in A/B tests to see exactly what is driving engagement, and they leave room to pivot. That way, when they identify what sticks, they can optimize for the best results. 

Anup also explains that while you want your messaging to land right away, it’s important to take chances as your audiences evolve. Programmatic campaigns have also been immensely helpful in this sense, because they’ve enabled WS to test and learn as they go.

Tips for Getting Started With Programmatic Advertising

For agencies that have clients who have traditionally used channels like search and social, it’s important to be able to educate them on the benefits of programmatic. Maz says that the team that’s going in front of the client should have a thorough understanding of the industry, current technology, and benefits. 

There are tons of great resources out there that teams can use to grow their knowledge (like StackAdapt’s webinars). According to Maz, it’s worth investing in your knowledge of programmatic, because knowledge will result in confident clients. 

Maz also says that it’s important to remember you’re not going it alone when you leverage a DSP. When you partner with a DSP, you have access to expert knowledge. Your partners at your DSP of choice have insight into media buying, strategy and how to best optimize your campaigns within their platform. Maz explains that this option is immensely helpful for providing guidance in terms of what you’re doing well and what can be done better. 

Listen to How Agencies Thrive For More!

Maz explains that he wishes he had known how flexible programmatic was before starting. “I thought it was just another digital platform, but its versatility blew me away. To be honest, I didn’t understand enough about programmatic advertising when I first started with it.” 

Given this, Anup says if you’re thinking about programmatic, don’t wait—go for it! You don’t have to be afraid to make mistakes because you don’t have to commit a large amount of budget. You can ease into programmatic by using it first to get to know your audiences, and scale from there.

To hear more of what Maz and Anup shared about leveraging programmatic for their niche marketing strategy, tune in to the latest episode of How Agencies Thrive

Listen to How Agencies Thrive on Apple Podcasts.
Listen to How Agencies Thrive on Spotify.

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