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5 Steps to Successful Programmatic Buying

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Programmatic buying is no longer just for direct response campaigns. It's for brand campaigns, too. It's helping brands realize the ultimate promise of advertising in the digital age: to efficiently and effectively run highly relevant, creative, responsive and measurable campaigns, at scale. Brands are getting started with programmatic buying by investing in data and technology while also empowering their teams to leverage these investments. To make the most of programmatic buying, read about, test and operationalize the five key steps for programmatic success. Brand love is close at hand.

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5 Steps to Successful Programmatic Buying

  1. 1. 5 STEPS TO SUCCESSFUL PROGRAMMATIC BUYING
  2. 2. WHO'S USING IT, HOW AND WHAT THEY’RE BUYING, WHAT ARE THE BRAND CONCERNS?
  3. 3. 80% 81% (ALMOST) EVERYBODY’S DOING IT 82% PUBLISHERS AGENCIES MARKETERS HAVE EXECUTED DIGITAL ADS PROGRAMMATICALLY IN THE LAST YEAR If it seems like everyone’s talking about programmatic, it’s for good reason: more than 80% of buyers and sellers are transacting programmatically. Not unexpectedly, the demand side identified performance, better targeting, and effective pricing as the top reasons for using programmatic. A bit more surprising is the fact that operational efficiency – the original goal of programmatic - now falls much lower on the priority list.
  4. 4. IT’S NOT JUST BANNERS TYPE OF BANNERS BEING BOUGHT/SOLD PROGRAMMATICALLY, BY THOSE WHO ARE USING PROGRAMMATIC MARKETERS AGENCIES PUBLISHERS 83% STANDARD BANNERS 61% MOBILE 46% PRE-ROLLS 45% HIGH IMPACT 23% NATIVE 89% STANDARD BANNERS 60% MOBILE 64% PRE-ROLLS 64% HIGH IMPACT 18% NATIVE 94% STANDARD BANNERS 71% MOBILE 46% PRE-ROLLS 44% HIGH IMPACT 23% NATIVE Programmatic is finally moving beyond display. Marketers and agencies are going beyond the banner, buying a variety of products programmatically, and publishers are doing their best to supply all of them. There’s a high market for programmatic mobile, pre-rolls and high impact; native also may be just emerging as a programmatic option.
  5. 5. THE #1 SAFETY/QUALITY CONCERN WHEN BUYING INVENTORY PROGRAMMATICALLY IS: 40% 27% 22% 11% BRAND SAFE ENVIRONMENT VIEWABLE INVENTORY LACK OF NON- HUMAN TRAFFIC UNCLUTTERED ENVIRONMENT MARKETERS 43% 24% 29% 4% BRAND SAFE ENVIRONMENT VIEWABLE INVENTORY LACK OF NON- HUMAN TRAFFIC UNCLUTTERED ENVIRONMENT AGENCIES Again, as brand money flow into programmatic, we see that brand safety is top of mind. 71% of agencies and 65% of marketers rank brand safe environments as their first or second priority when buying programmatically.
  6. 6. PROGRAMMATIC BUYING ISN’T JUST OPEN AUCTIONS, AND IT’S NOT ONE-SIZE-FITS-ALL. MARKETERS AND AGENCIES TRANSACT PROGRAMMATICALLY IN A VARIETY OF WAYS 70% OPEN AUCTION 41% AUTOMATED GUARANTEED 29% UNRESERVED FIXED RATE 20% INVITATION ONLY We all know that programmatic buying takes place via open auctions – but there’s much more to it. A large amount of marketers and agencies are turning to automated guaranteed models. This could be due to concerns over safe, quality inventory, and/or limits in the availability of high impact ad units, on the open auctions.
  7. 7. ADVERTISERS AND PUBLISHERS WANT CHOICE, NOT CONSOLIDATION. 86% + of agencies, marketers and publishers expect to work with the same number of consoles or more over the next 12 months When it comes to programmatic, we are still in the phase where majority want more options – including not just ad units or ways to transact, but even the number of partners they work with.
  8. 8. INTRODUCTION: WHAT IS PROGRAMMATIC BUYING?
  9. 9. We live in a remarkable time for digital marketing. Today, brands want to be responsive to their audience in real-time, with highly relevant messaging and great creativity. Brands can reach this aspiration through programmatic buying, which helps them make the most of the plethora of options available in connecting with their audience. Continued…
  10. 10. Programmatic buying allows brands to use audience insights and technology to tailor messages to the right person, at the right moment, in the right context. It helps brands respond to real- time signals on an impression-by- impression basis across screens and across channels. Continued…
  11. 11. Brands are embracing programmatic to: • Connect 1:1 with audiences, at scale • Engage across screens, and with rich formats • Access top-quality inventory • Measure what matters
  12. 12. To provide context and ideas for how brand marketers and their agencies can successfully embrace programmatic buying, I'm pleased to share our five-step guide: "Programmatic: A Brand Marketer’s Guide." It covers the essentials that you need to know in order to: • Organize audience insights • Design compelling creative • Execute with integrated technology • Reach audiences across screens • Measure the impact
  13. 13. PHASE 1: ORGANIZE AUDIENCE INSIGHTS
  14. 14. Consumers reward brands that are relevant to them when it matters most with their purchases, loyalty and brand advocacy. Audience insights are at the crux of resonating with consumers because they hold the information brands need to be relevant. Brands who organize their audience insights and own their customer data will more readily appeal to their audience and improve the impact of their advertising.
  15. 15. When an ad is delivered in real-time to an individual, they are twice as likely to interact with it. - "Media Economy Report," Magna Global, 2014.
  16. 16. Step 1: Gather your audience data a. Invest in a tag management system that can gather your audience interactions across all touch points. b. Use a system that can associate engagement data from multiple devices and sessions to help you uncover audience insights. c. Ensure a unified view of the customer across your interactions with them, as well as accuracy of first-party data.
  17. 17. Step 2: Organize audience insights for a cross-device, cross-channel view a. Work towards a comprehensive view of audience engagement by aggregating your data sources, such as digital analytics data, offline data, CRM data, campaign data, first-party and third-party data. b. Use real-time data whenever possible. Each interaction the audience has with a brand will make it smarter than the last, so start by taking advantage of the data you currently have available, and build from there.
  18. 18. Step 3: Analyze for instant action a. Regularly analyze audience, creative and media insights to learn what's working and what's not. Choose an analytical tool with attribution modeling in order to see which channels are most successfully engaging audiences. b. Compare campaign performance across channels. Further, explore which audiences are the most profitable, which audiences engaged the most with a campaign and which creative units resonated with various audiences. c. Act on the insights by iterating on the audience strategy, creative strategy, media strategy, or all three.
  19. 19. PHASE 2: DESIGN COMPELLING CREATIVE
  20. 20. Bringing a brand to life in digital means bridging the power of technology with the impact of creative. At the heart of brand advertising is a great story told with compelling creative. Audience insights fuel creative development, and technology ensures it works across screens. By harnessing the power of technology to develop relevant, engaging experiences, brands elevate their appeal and, ultimately, get rewarded with brand love.
  21. 21. To guarantee the ads you pay for actually appear and look great on all screens, you should insist to your ad agencies that your advertising creative be developed in a mobile-compatible format. And the one open, industry-standard, universal format for building mobile-ready creative is HTML5. - An Open Letter from Publishers to Advertisers, IAB Mobile Marketing Center of Excellence
  22. 22. Step 1: Build creative that is ready for all screens and all channels at all times a. Build HTML5 creative that can work on multiple devices and in multiple channels. b. Customize some creative units to the unique characteristics of mobile devices by using features such as the touch screen, accelerometer, location-based information, and call functionality. c. Then, use programmatic buying to put creative to work at a moment’s notice.
  23. 23. Step 2: Make it personal with "smart" creative a. Build a logic-based ad with dynamic creative to deliver the most relevant ad for each viewer, in real-time. b. The ad can use signals from a brand's organized audience insights, such as demographic, location and interest-based signals, to make each ad impression the most compelling possible for its viewer. c. To accomplish this, creative, analytics, and media teams need to be involved in conversations from the outset of a campaign to ensure a shared understanding of the data and targeting options that will inform the media buy.
  24. 24. Step 3: Share campaign results with creative teams a. Make sure to share campaign results with creative developers, designers and creative directors so they can optimize the creative strategy. b. Establishing a feedback loop will help them understand the ad sizes, formats, and special features that work best. c. They'll find value in knowing which creative assets have the best engagement, which videos have the best completion rates, which permutations of dynamic creative get the most attention, and any brand lift results that may be available.
  25. 25. PHASE 3: EXECUTE WITH INTEGRATED TECHNOLOGY
  26. 26. When programmatic buying is done on an integrated technology platform, it can deliver brand messaging even more efficiently and effectively to audiences across channels and devices. Integrated technology considerably enhances the value of audience insights and creative ads by helping brands evaluate, purchase, activate and measure media on a global scale, in real time.
  27. 27. 75% of marketers and agencies believe that an integrated platform can meet all their marketing needs. - "Unraveling the Digital Display Industry: Understanding the Tools and Benefits of Digital Marketing,” Illuminas and DoubleClick, December 2013
  28. 28. Step 1: Identify a preferred partner for programmatic buying a. Use an integrated approach to programmatic buying to run relevant, compelling creative in real time, while deriving maximum value for each marketing dollar. b. Start by identifying a preferred programmatic partner who can globally scale across all media channels and business units to provide a single source of truth for digital marketing. c. Even with programmatic buying, disparate and siloed platforms can fracture efforts and defeat the purpose of a holistic and unified marketing approach.
  29. 29. Step 2: Integrate programmatic buying into broader marketing efforts a. Unify marketing efforts with an integrated platform that can manage programmatic buying within the broader digital context that includes search, reservations display, mobile and video. b. And because the digital landscape is constantly evolving, use an open and neutral platform that enables the integration of other components, to address unique marketing needs as they evolve. Continued…
  30. 30. c. With this, get one source for audience insights, one control center from which to execute campaigns, and unified reporting across channels, devices and formats. d. This brings marketers one step closer to unifying budgets for, and seamlessly optimizing across, digital channels. With this unified view, brands can also more effectively apply insights gained from digital marketing across other product and business lines.
  31. 31. Step 3: Iterate through experimentation a. Use programmatic buying to try new ideas, gather feedback and quickly act on results. b. Try reaching audiences programmatically as if they're a global focus group or test ideas on a small scale before going big. c. Use the real-time feedback loop to its maximum advantage.
  32. 32. PHASE 4: REACH AUDIENCES ACROSS SCREENS
  33. 33. Programmatic buying helps brands engage audiences, wherever they may be at any given moment. The most fitting impression for a brand campaign could be on any screen, such as a smartphone, tablet, or desktop screen, or in any channel, such as display, mobile web, in-app or video. With the reach programmatic has across screens, channels and formats, it can make a real-time decision to show a mobile video ad to one person, while showing a display ad on a tablet device to another -- based on what will drive the greatest impact.
  34. 34. If your brand is thinking about search, display, mobile and video separately, then you're not thinking like your consumer.
  35. 35. Step 1: Transition digital buys to programmatic buying a. Consider using programmatic buying when possible for digital buys. b. Depending on the desired mix of control and scale, brands can use the optimal buying option, be it open auction or programmatic direct buys. Programmatic is going premium The number of private exchanges running on Google systems has nearly doubled year- over-year - Google internal data, Q3 2014
  36. 36. Step 2: Unify display, mobile and video campaigns Programmatic allows brands to focus on the audience, beyond specific formats and channels. The availability of mobile and video inventory via programmatic is skyrocketing, so take advantage of the efficient access programmatic buying offers to these high-impact channels. Programmatic video snapshot 4X growth in impressions for videos transacted programmatically - Google internal data, 2015
  37. 37. Step 3: Have multiple ad formats on the ready Prepare dynamic ads to run in all ad sizes, build them using HTML5 so they can run across screens, and produce video ads for programmatic placement. Use programmatic buying to distribute the ads. Look for opportunities to pair highly creative units to programmatic direct deals.
  38. 38. PHASE 5: MEASURE THE IMPACT
  39. 39. With the abundance of audience and campaign insights that programmatic buying affords, brands can get better answers to their questions and make better decisions than ever before. Also, they can review what audiences did as a result of seeing their ads. It's now possible to analyze the purchase path and understand which of the many audience touch points influences action the most. Brands now have access to measurement and attribution solutions that are user-first, open and actionable.
  40. 40. 84% of marketing and advertising professionals say better measurement would increase digital spending by 25% or more. - “Brand Measurement,” Sterling Research commissioned by Google, November 2013
  41. 41. Step 1: Get brand ads in view Use programmatic buying to target viewable impressions and ensure ads are seen. Specifically, a display impression counts as viewable when 50 percent of an ad unit is in view on a screen for a minimum of 1 second. Did you know? 56.1% of all impressions are not seen, while the average publisher viewability is 50.2% - "The Importance of Being Seen: Viewability Insights for Digital Marketers and Publishers" study, Google, November 2014
  42. 42. Step 2: Understand audience reach and composition Use an integrated digital GRP tool to measure if campaigns are reaching the right audience in real time and make adjustments if they aren't.
  43. 43. Step 3: Measure brand lift in real-time a. Use integrated survey lift tools to generate real-time feedback on ad recall and brand awareness. b. Also, study search lift, which describes how brand ads change search behavior among exposed audiences. Look at which ads resonated the most beyond traditional clicks and conversions by measuring intent in the form of incremental related searches. c. Share survey lift and search lift results with creative and brand strategy teams to iterate and improve upon digital campaigns.
  44. 44. Step 4: Use a custom attribution model a. Invest in custom cross-channel attribution models to understand all digital touchpoints, not just the touchpoints that produced the last click, and how they relate to conversions. b. Test different custom models to find the model that provides the most accurate view of the touchpoints that are doing the most to influence audiences to take action.
  45. 45. Soon, all brands will be confident in their ability to use programmatic buying to engage and move audiences when it matters most. Using the five key steps for programmatic success, they can organize audience insights, design compelling creative, execute with integrated technology, reach audiences across screens and be able to measure the impact.
  46. 46. I am a high-energy, confident professional with an infectious enthusiasm for technology. As a highly organized and friendly professional, received industry recognition and awards by winning various digital marketing activities for Coca-Cola in EFFIES and IAMAI awards for campaigns like ‘Sprite Teen Till I Die’ and ‘Facebook Feature Phone Campaign’ to increase recruitment and frequency for the brand among mobile phone users. Possess a strong technical background by completing B-Tech in computer systems and working as a programmer. My hobbies include watching Sci-Fi movies and reading books on business and digital marketing. ABOUT ME
  47. 47. For more conversations www.twitter.com/nitinkarkara www.linkedin.com/in/nitinkarkara

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