Unlocking programmatic ads for the 2A space: why Armanet exists

Aug 29, 2023 8:48:50 AM
CRO @ Armanet

Programmatic advertising has revolutionized the advertising landscape by empowering advertisers to connect with their target audience more efficiently and effectively. This form of advertising employs technology to automate the purchase and sale of ad inventory in real-time through an online platform. By harnessing data and advanced targeting capabilities, programmatic advertising enables advertisers to deliver personalized messages to specific audiences on a large scale, enhancing the overall efficacy of their ad campaigns.

In a programmatic ad network, advertisers and publishers connect through an automated system, which simplifies the traditional, manual methods of purchasing ad space. When an advertiser wants to place an ad, they set their targeting criteria, budget, and bid in the platform. As users visit publisher websites, the ad network examines the user's profile, interests, and browsing behavior to determine if they match the advertiser's target audience. If there's a match, an automated auction takes place, and the highest bidder's ad is displayed to the user. This entire process happens in milliseconds, ensuring that relevant ads are served to the right audience at the right time, thus maximizing the efficiency and effectiveness of advertising campaigns.

However, certain niche industries such as the firearms sector have faced challenges in fully leveraging the potential of programmatic advertising due to strict policies on mainstream ad platforms like Google and Facebook. This has resulted in advertisers and publishers across the 2A space experiencing suboptimal results, creating a need for dedicated programmatic adtech solutions that will revamp the firearms industry with the ad capabilities it lost when the major platforms termed firearms as "dangerous products".

Programmatic advertising offers several key benefits to the firearms industry, one of which is the ability to contextually target users in order to present the right product to in-market users. This can be achieved by capitalizing on affinity and in-market targeting options. For instance, AR-15 manufacturers can target users who have visited websites like AR-15build.com programmatically across an extensive network of publisher sites, ensuring that their ads are seen by an engaged and interested audience.

Additionally, programmatic advertising can assist gun shops and ranges in geotargeting their media spend, allowing them to appear on the largest publishers but exclusively for users in their local area. By tracking whether their ads drove people to their store or range, gun shops and ranges can assess their media spend's return on investment (ROI) and optimize their campaigns accordingly. This enables gun store owners to accurately track whether their ads drove foot traffic to their store or range in-platform, without relying on customers mentioning that they saw a billboard or heard a radio ad.

Despite the numerous advantages of programmatic advertising, the firearms industry has been hindered by the stringent advertising policies of mainstream platforms such as Google and Facebook. These policies have created a gap in the market that we at Armanet are looking to fill, offering targeted solutions that cater specifically to the needs of the firearms industry.

In conclusion, programmatic advertising presents a unique opportunity for 2A brands to reach their target audience more effectively. By fully harnessing the power of programmatic advertising, players advertising in the industry can improve their online marketing ROI and optimize their campaigns, leading to increased success and growth of their businesses.

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