3 Cosmetic Brand Problems That Programmatic Advertising Solves

The beauty market is highly competitive, and the struggle for consumer attention demands creative approaches and strategic thinking from brands.

Cosmetic companies face key challenges: how to enhance engagement, accurately target their audience, and strengthen customer loyalty.

This is where mobile programmatic advertising comes into play, offering innovative solutions to these challenges.

Let’s dive deeper into how it transforms brands’ marketing strategies and helps them achieve their goals.

1) Challenges with Personalization and Targeting

The audience for cosmetic brands may seem straightforward at first– women of a certain age. However, it’s crucial to consider the specifics: which product is being advertised, whether it should be shown to men, and which interests to target.

Customers expect personalization while also requiring a broad reach.

The key to success lies in balancing wide reach with a personalized approach. Programmatic advertising facilitates this by allowing precise targeting of segments through real-time data utilization.

We recommend combining broad and niche audience segments for maximum targeting accuracy.

For this, we have a comprehensive set of tools, ranging from basic demographic metrics and interests to Big Data.

This approach is beneficial for both parties: customers see what they are interested in, and the brand’s advertising reaches the right audience.

2) Building Brand Trust and Maintaining Loyalty

According to the Mobile Ad Creative Index 2024, user-generated content remains popular, especially in the beauty industry. However, social networks and search engines alone are not enough to strengthen loyalty. 

It’s essential to combine them with programmatic advertising to build brand reputation.

How to Build Brand Trust:

• Engaging and Interactive Ads
  Interactive formats, such as shade-matching quizzes or virtual try-ons, allow users to “try” the product, increasing purchase confidence.
• Multichannel Campaigns
  The more touchpoints with the brand, the higher the trust. Consistent campaigns increase awareness and reduce purchasing barriers.
• Lookalike Targeting
  The strategy of reaching users similar to existing customers helps attract interested buyers. We applied this approach using Big Data, for instance, to promote the Ozon brand.

3) Lack of Customer Engagement

A lack of customer engagement can reduce loyalty and interest in the brand, making it harder to build trusted relationships.

Mobile programmatic advertising addresses this challenge through interactive formats that invite users to actively engage with ads, making advertising more engaging and enjoyable.

For example, Rich Media banners offer an opportunity to engage audiences through interactive elements, like games. They allow users to interact with the content, making the ad experience vivid and memorable.

We often use these formats for beauty brands and, if necessary, create landing pages as an added bonus of mobile promotion.

You can find detailed case studies on our website.

For consultations and partnership inquiries:

• Submit a request on our website.
• Email us at hello@byyd.me