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Programmatic Advertising: How To Join In On the Fun

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Carrie Albright, Associate Director of Services at Hanapin Marketing, discusses how to get into Programmatic Advertising, vendors you can hire, the definitions of different programmatic strategies, and steps to building your strategic plan.

Originally presented at Hero Conf London in October 2016.

Published in: Marketing
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Programmatic Advertising: How To Join In On the Fun

  1. 1. @Albright_C Programmatic advertising: how to join in on the fun
  2. 2. @Albright_C
  3. 3. @Albright_C What IS It? “encompas ses an array of technologie s That Automate the buying, placement and
  4. 4. @Albright_C Acuity Ads - DSP Ad Taxi Networks (Digital First Media) AdClarity@Media Intelligence AdCurv - DSP AdKaora@Digital Fighters Adobe Marketing Cloud (Adobe) - DSP Adobe Media Optimizer Adsmobi - DSP Affiperf - DSP Airpush, Inc. Altitude Digital- Video Platform & SSP AndBeyond.MediaGlobal - Native BrideClick - Ad Network Datawrkz DSPmobi E-novate - DSP Econsultancy.com - Publisher eEffective - Publisher Emerse.com - Full-Service eyereturn Marketing Go2mobi - Mobile Advertising Infectious Media Intelligent Optimisations Interactive Advertising Bureau - Publisher IPinYou - DSP Knorex XPO - DSP MediaDesk - DSP MediaMath Mobile Network Group - Moremint OwnerIQ - DSP Pk4 Media RadiumOne ReactX - Cross Channel Experiences RTBiQ - DSP Sellbranch - DSP Sonobi - Audience Management Sparc Media StartMeApp - Mobile DSP Think Digital Trust Metrics Varick Media Management Yoptima Zetanet - DSP VENDORS
  5. 5. @Albright_C Definition s Programmatic advertising – an automated, technology-driven method of buying, selling, or fulfilling ad placements Real time bidding – the buying and selling of digital ads through real-time auctions that happen in the time it takes a page to load Programmatic direct - direct buys that use some level of automation
  6. 6. @Albright_C PLAYERs – high level Ad Exchange – Transparent real-time marketplace where large pools of inventory are bought and sold Trading desk – Holding company-created division to execute audience buying strategies both direct and programmatic
  7. 7. @Albright_C PLAYERs - Detailed DSP SSP DMP
  8. 8. @Albright_C DMP WHAT THIS LOOKS LIKE IN SIMPLE FORMAUDIE NCE DMP (The Data) Ad Exchang e (Stock Market) SSP (Publisher Manageme nt) DSP (Advertiser Manageme nt) Programm atic (Automates Bidding) Publishe rs Ad Network s
  9. 9. So how does it work?
  10. 10. Bite-Sized Chunks: Selecting planning Optimizing Implementing
  11. 11. @Albright_C Selecting your platform Detail Budgets tracking segmentation Audience data specialization
  12. 12. @Albright_C Individual Vendor Trading Desk
  13. 13. @Albright_C Google Display Network // Double Click Bid Manager Adsense marketplace Manual bidding Text ads Image ads Video ads Low to medium budget 1st party audiences Premium marketplace, including guaranteed buys Algorithm-based bidding Rich Media Ads Image ads Video ads
  14. 14. @Albright_C What’s the minimum?
  15. 15. @Albright_C How is performance tracked?
  16. 16. @Albright_C Vendor (DSP & DMP) Weekly CPA
  17. 17. @Albright_C Google Analytics
  18. 18. @Albright_C What audience Data is used? 1st Party 3rd Party
  19. 19. @Albright_C How can I segment?
  20. 20. @Albright_C Account / Website Content - evergreen, promo Delivery - Geo targets, device Creative - messaging
  21. 21. @Albright_C How much detail do I need to control?
  22. 22. @Albright_C Me
  23. 23. @Albright_C what’s so special?
  24. 24. @Albright_C what’s so special?
  25. 25. @Albright_C Building your Strategi c plan
  26. 26. @Albright_C What is your objectiv e? Prospecting Direct Response
  27. 27. @Albright_C What assets do you have? Interstitial Expanding VIDEO & Dynamic
  28. 28. @Albright_C What is your ad sequen ce? How does your message
  29. 29. @Albright_C What targeting choices must you make?  Contextual targeting  Audience types  Placement Categories  Lookalike audiences  Retargeting (1st or 3rd party)  Layering audience + content targeting
  30. 30. @Albright_C Implementation
  31. 31. @Albright_C 1. Place the Pixel. 1. Place the Pixel. 1. Create pixel map 2. Place pixel 3. Verify Tracking
  32. 32. @Albright_C Conver sion - Direct Retargeting - General Conversi on – View Thru Retargeting – Specific source
  33. 33. @Albright_C The build1. Build out Insertion Orders (campaign-ish) 2. Create Line Items (ad group- ish) 3. Expand into additional targeting types through more IOs 1. Provide breakdown of objectives to vendor 2. Verify build with vendor
  34. 34. @Albright_C Add creative • Upload creative to ad server • Use Dynamic content sheet if using dynamic ads • Create names to represent not just content but IO, etc • Send tags to vendors if needed*
  35. 35. @Albright_C Complaints from March 2015 61.4% Placement transparency 40.5% Inventory forecasting 34.0% First look impressions 26.1% Amount of rich media
  36. 36. @Albright_C Last step: Optimizati on
  37. 37. @Albright_C Optimizing
  38. 38. @Albright_C Segmentati on + Adjustments
  39. 39. @Albright_C Bid Changes / Algorithm goals Starting/flexible biD Goal CPA Budget settings
  40. 40. @Albright_C Device / Dayparting / Geo Targeting [snooze]
  41. 41. @Albright_C Quality monitoring
  42. 42. @Albright_C At least 50% of the ad is visible for at least 1 second and the ad is less than 242,500 pixels (970 x 250). At least 30% of the ad is visible for at least 1 second and the ad is 242,500 pixels (970 x 250) or greater. A video ad is considered viewable when at least 50% of the ad is visible while the video is playing for at least 2 consecutive seconds. VIEWABILITY
  43. 43. @Albright_C Content BLACKLIST // whitelist placement
  44. 44. @Albright_C Exchange optimization
  45. 45. @Albright_C Frequency capping
  46. 46. @Albright_C Frequency capping The total amount of times a converter/visitor needs to see an ad The frequency range which brings in the lowest cost conversions/traffic
  47. 47. @Albright_C Requisite Salesy Slide
  48. 48. @Albright_C .Vendor Selection .Strategic plan .Implementation .optimizing
  49. 49. @Albright_C .Vendor Selection .Strategic plan .Implementation .optimizing

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