How Fashion Brands Can Leverage Programmatic Buying? Share via Vaishali Gala October 25, 2021 Fashion brands need to implement better strategies in marketing to acquire more audiences. Unlike essential commodities or services, buying fashion goods and apparel are a matter of choice. Thus, appealing to any customer is harder in this case. Earlier, Brands got in touch with publishers and placed their ads so that everyone could notice. The new-age programmatic advertising has put all these aside and brought in a revolutionary change. With programmatic media buying, fashion brands can choose the criteria to recognize their probable consumers now. They use the ad platform to aim the target audience better and in real-time. Going with the intent Unlike other commodities, where the option to explore is not much, fashion products have wider opportunities. Thus, not every customer has the same fashion interest. So, implementing dynamic remarketing techniques may not always click in the right way unless you rely on programmatic advertising. Based on distinct precision and contextual targeting methods, the chances of a campaign failure are lesser. Oracle contextual intelligence, used by a programmatic advertising platform, helps identify the core target based on buying intent. Opportunity to explore the market Fashion brands earlier had to face the difficulties of a limited marketing sphere. But now, with effective strategies of programmatic media buying and programmatic advertising, the opportunities have enlarged. These days, fashion brands make intelligent utilization of data like past purchases, preferences and locations to predict consumer behavior. Based on these metrics, they pitch their selective products to the market and to specific targets that have better performing chances. Targeting is easier Targeting the audience is not a one-time task. Fashion brands make a continuous appeal through their remarketing techniques and expand their target. They reach out to their consumers with personalized communication methods. For example, if a consumer has shown interest in a specific fashion product in the past, then more such products get pitched to them across multiple platforms. Consumers with such defined preferences are more likely to make a purchase. Thus, setting the target has now fallen under a tried-and-tested scheme for the different lead trading platform. Better analysis of the campaign A programmatic display advertising platform allows the fashion brand to utilize the geofencing campaign and provides them with powerful analysis. The brand gets a real-time result of their product performance, depending on the transparent campaign performance reports. Modifying the approach or specification of their fashion products largely depends on the outcome of such a detailed and practical analysis report. A personalized touch for brand amplification Fashion brands connect to a larger audience base with programmatic media buying tactics. Popping up ads at the right place and at the right time makes the key difference! The user who sees the ad finds interest and clicks to initiate a purchase. The steps behind this effective influence of the user’s decision occur through the calculated programmatic advertising approach. Combining the buyer’s intent and other relevant factors creates the base for better ROI in remarketing and programmatic search retargeting. The new-age audience needs a modern approach When it comes to fashion, a single factor does not determine a customer’s choice. There are too many factors that come into play at the same time. Thus, fashion brands are thinking logically to serve ads to modern customers.