A critical analysis of programmatic advertising on consumer engagement: Evidence from a digital media firm in Port Harcourt, Nigeria
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- NGN 5000
Background of the study
Programmatic advertising has transformed the digital landscape by automating ad placements and enhancing targeting precision. In Port Harcourt, digital media firms are increasingly using programmatic ad buying to drive consumer engagement through personalized and timely advertisements. This approach relies on data-driven algorithms and real-time bidding to ensure that ads are delivered to the most relevant audiences, thereby increasing engagement metrics such as click-through rates and interaction time (Okeke, 2023). However, despite its widespread adoption, the impact of programmatic advertising on consumer engagement remains a subject of debate. Challenges such as data integration issues, ad fraud, and transparency concerns can diminish its effectiveness (Adenuga, 2024). This critical analysis investigates how programmatic advertising influences consumer engagement for a digital media firm in Port Harcourt. By examining both quantitative performance metrics and qualitative feedback, the study aims to provide a comprehensive evaluation of programmatic strategies and offer actionable recommendations to optimize consumer interaction and overall campaign success (Ibrahim, 2025).
Statement of the problem
Digital media firms in Port Harcourt face challenges in fully harnessing programmatic advertising to enhance consumer engagement. Issues such as data discrepancies, ad fraud, and a lack of transparency in bidding processes hinder the potential benefits of programmatic strategies (Chinwe, 2023). The difficulty in reliably measuring consumer engagement and translating data insights into actionable improvements results in suboptimal campaign performance. These challenges impede the ability to deliver highly targeted and engaging ad content, thereby affecting overall advertising outcomes. Addressing these issues is critical for refining programmatic advertising approaches and achieving consistent consumer engagement.
Objectives of the Study:
To analyze the effect of programmatic advertising on consumer engagement.
To identify challenges affecting programmatic ad effectiveness.
To recommend strategies for optimizing programmatic campaigns.
Research Questions:
How does programmatic advertising impact consumer engagement?
What obstacles reduce the effectiveness of programmatic ad campaigns?
Which practices can improve consumer interaction through programmatic advertising?
Significance of the study (100 words):
This study is significant as it provides a critical analysis of programmatic advertising and its influence on consumer engagement. The findings will help digital media firms in Port Harcourt optimize their ad strategies, improve targeting, and increase engagement rates. Insights from this research contribute to academic literature and offer practical guidelines for maximizing the benefits of programmatic advertising in competitive digital markets.
Scope and Limitations of the Study:
This study is limited to examining programmatic advertising and its impact on consumer engagement for a digital media firm in Port Harcourt. It does not extend to other advertising methods or industries, and results are specific to the local digital market.
Definitions of Terms:
Programmatic Advertising: The automated purchase and placement of digital ads using data-driven algorithms.
Consumer Engagement: The degree of interaction between consumers and digital ad content.
Digital Media Firm: A company that specializes in digital advertising and online marketing solutions.
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