K12 Programmatic Digital Advertising

Is it the next big opportunity in K-12 Educational Products and Services Marketing?

Insight from Peter Long, CEO

MCH Strategic Data

Insight from Peter Long, CEO

MCH Strategic Data

For all the Type-A people out there, below are just a few important points your educational marketing team should know about adding Programmatic Digital display advertising to your K-12 products and services marketing mix.

Recent improvements in persistent identifier technology have moved this consumer world marketing channel into a new strong offering available in the B2B world (including education). Educational Marketers can now reach educators at work – at home – on their cell phone – computer tablet – even their TV using Programmatic Digital Advertising. This is a game changer in educational marketing.
Programmatic Digital Ads are delivered in a privacy compliant way helping even big corporations with stringent privacy rules safely use this approach. In fact, almost all the fortune 500 firms are now using Programmatic Digital advertising as part of their consumer marketing mix. But many still do not understand the power of the B2B progress that has been made.
The costs to run a Programmatic Digital Campaign in the B2B education market (targeting teachers, administrators, or staff) is as low as $7/M and for more targeted campaigns around $15/M. These prices make Programmatic Digital advertising the go to affordable solution for brand building and other spot marketing solutions.
Programmatic Digital advertising is not blocked and there are no blacklisting concerns like email marketing (see our educational email marketing site). Marketers can be aggressive in advertising saturation and repetition helping build faster brand recognition in an acceptable and privacy compliant way.
Programmatic Digital advertising is simple to set up and easy to control costs exactly where you need them to be. Campaign creation to deployment can typically be done in a few days.
The technology that delivers your Programmatic advertisement is the most sophisticated marketing technology on the planet and it gives marketers instant access to thousands of digital content providers – digital publications – social media platforms and even digital TV. There is simply no marketing tool that comes close to the reach that Programmatic Digital Advertising has.
MCH Strategic Data is able to reach about 90% of our educator universe with a programmatic digital advertisement. This coverage / reach exceeds almost all other forms of advertising like email, tradeshow, social media or other marketing channels.
Unlike other forms of advertising when a programmatic digital advertisement is served to a person, when they are online viewing content that means they at least see the advertisement (even if it is just peripherally viewed). Many other forms of educational products and services advertising never even reach their intended target. Examples - Emails end up in junk folders without ever even getting in front of some recipients and direct mail advertising frequently gets tossed out by school secretaries.

So, is Programmatic Digital Advertising a channel you should consider adding to your educational product or service marketing mix? Hopefully this site will give you the background and understanding to help you make an appropriately informed decision.

Our research has shown most educational marketers do not understand what Programmatic Digital Advertising is, how it works, or where is it best suited for use. Over the last decade marketing technology has evolved so quickly that in many cases the complexity of the new technology has simply left many people behind. The sheer number of new marketing acronyms and buzz words can make a person feel like they are not even listening to an English conversation when talking to marketing experts about this channel.

If you already have some understanding of this marketing channel, then feel free to jump to the pages and sections that apply to your interest. We have structured this in a way that readers can easily move to the specific areas of interest. So, if you don’t care about the history of the technology or how it really works then just jump to the implementation sections.

We hope this information helps – let us know. And as always, we stand ready to answer your questions!

Our own journey into this new marketing technology took us many months of work, the attendance at numerous digital marketing tradeshows, online classes, and discussion with several digital marketing experts to even begin the process of acquiring a basic understanding, like how it works. We found ourselves struggling to get answers to even simple questions we had. Yet the industry kept growing at astonishing rates. Were we missing the boat?

If this sounds like you, then we hope this site will give you a huge boost in your understanding so you can make the right choice based on facts and understanding of the technology.