This document discusses the benefits of a programmatic marketing approach and data-enabled marketing. It argues that programmatic is the most powerful way for marketers to efficiently reach customers using their own customer data and signals. It also discusses that programmatic marketing provides access to global video, mobile, social and display inventory and can optimize campaigns based on return on investment and cost per acquisition metrics. Cookies are declining in usefulness due to multiple devices and browsers, necessitating new technologies for recognizing devices. Programmatic bidding uses goal value and action rate to determine optimal bid price.
JustPremium; world's first Real Time Bidding Ad Exchange for High-Impact ads / Rich Media. This new exchange offers advertisers state-of-the-art Rich Media Ads on a network of Premium Publishers in the Netherlands, Germany, Belgium, Spain and Turkey.
This document introduces a new technology called Gravity R&D that can increase click-through rates (CTRs) by over 100% using behavioral targeting, learning algorithms, and real-time tracking and targeting. It explains that traditional targeting based on static data like demographics is limited because user behaviors change over time. Gravity R&D's platform tracks ad-clicking behavior in real-time to segment and target users, serving more relevant ads. This approach has led to average CTR lifts of 132% for customers. The document invites the reader to contact an expert to discuss potential results or set up an A/B test.
How To Maximise ROI With Creative OptimizationironSource
Linh Le, Kongregate's Senior Marketing Manager speaking at our Developer Series at China Joy 2017 on how best to use creative optimization to supercharge UA efforts for developers.
This document discusses digital media placement strategies. It explains different digital advertising models including direct placement, display networks, programmatic buying, and cost per action (CPA). Direct placement involves working directly with publishers and paying per impression or click. Display networks allow ads on multiple publisher sites through an exchange system. Programmatic buying uses advanced targeting across many sites. CPA only charges advertisers for generated actions like leads or sales. The document provides pros and cons of these models and how they are implemented through marketplaces and publishers.
Webmedia wmadv - Reach your marketing goalsWEBMEDIA WMADV
WebMedia is an online advertising network that specializes in optimizing advertising campaigns to maximize revenue for over 1000 publishers. It connects publishers directly to top-tier advertisers worldwide to ensure high prices. WebMedia utilizes the latest technology to track, analyze, and optimize ad impressions using multiple pricing models including CPM, CPC, and affiliation agreements. The document encourages publishers to join WebMedia to benefit from its leading advertisers, account managers, and technology for total optimization and monetization.
Appodeal is a programmatic ad mediation solution that engages ad networks in real-time auctions for every ad impression. This allows publishers to maximize their revenue by selling inventory directly to advertisers or through ad networks. Appodeal's solution includes data enrichment of impressions, support for all ad formats, transparent reporting, and tools for customizing monetization strategies.
Five benefits of using mapp's whiteboard to orchestrate cross channel marketingMapp Digital
1. Mapp's Campaign Whiteboard allows marketers to design, schedule, automate, test, and optimize cross-channel digital marketing campaigns in a single platform.
2. It provides benefits like visualizing entire campaigns, automating campaigns based on customer behaviors and attributes, expanding reach across multiple channels, testing campaign variants, and optimizing based on real-time performance analytics.
3. Managing cross-channel campaigns through one interface with Mapp removes the complexity of using multiple vendors and siloed data and helps improve marketing ROI.
JustPremium; world's first Real Time Bidding Ad Exchange for High-Impact ads / Rich Media. This new exchange offers advertisers state-of-the-art Rich Media Ads on a network of Premium Publishers in the Netherlands, Germany, Belgium, Spain and Turkey.
This document introduces a new technology called Gravity R&D that can increase click-through rates (CTRs) by over 100% using behavioral targeting, learning algorithms, and real-time tracking and targeting. It explains that traditional targeting based on static data like demographics is limited because user behaviors change over time. Gravity R&D's platform tracks ad-clicking behavior in real-time to segment and target users, serving more relevant ads. This approach has led to average CTR lifts of 132% for customers. The document invites the reader to contact an expert to discuss potential results or set up an A/B test.
How To Maximise ROI With Creative OptimizationironSource
Linh Le, Kongregate's Senior Marketing Manager speaking at our Developer Series at China Joy 2017 on how best to use creative optimization to supercharge UA efforts for developers.
This document discusses digital media placement strategies. It explains different digital advertising models including direct placement, display networks, programmatic buying, and cost per action (CPA). Direct placement involves working directly with publishers and paying per impression or click. Display networks allow ads on multiple publisher sites through an exchange system. Programmatic buying uses advanced targeting across many sites. CPA only charges advertisers for generated actions like leads or sales. The document provides pros and cons of these models and how they are implemented through marketplaces and publishers.
Webmedia wmadv - Reach your marketing goalsWEBMEDIA WMADV
WebMedia is an online advertising network that specializes in optimizing advertising campaigns to maximize revenue for over 1000 publishers. It connects publishers directly to top-tier advertisers worldwide to ensure high prices. WebMedia utilizes the latest technology to track, analyze, and optimize ad impressions using multiple pricing models including CPM, CPC, and affiliation agreements. The document encourages publishers to join WebMedia to benefit from its leading advertisers, account managers, and technology for total optimization and monetization.
Appodeal is a programmatic ad mediation solution that engages ad networks in real-time auctions for every ad impression. This allows publishers to maximize their revenue by selling inventory directly to advertisers or through ad networks. Appodeal's solution includes data enrichment of impressions, support for all ad formats, transparent reporting, and tools for customizing monetization strategies.
Five benefits of using mapp's whiteboard to orchestrate cross channel marketingMapp Digital
1. Mapp's Campaign Whiteboard allows marketers to design, schedule, automate, test, and optimize cross-channel digital marketing campaigns in a single platform.
2. It provides benefits like visualizing entire campaigns, automating campaigns based on customer behaviors and attributes, expanding reach across multiple channels, testing campaign variants, and optimizing based on real-time performance analytics.
3. Managing cross-channel campaigns through one interface with Mapp removes the complexity of using multiple vendors and siloed data and helps improve marketing ROI.
WebMedia is a mobile advertising company that manages over 1.5 billion monthly impressions across platforms and markets. They strive to provide partners with the best service using broad experience and advanced optimization technology. WebMedia directly manages top advertisers, agencies, and is integrated with over 140 mobile ad networks. They specialize in optimizing traffic to maximize publishers' revenue.
7 Ways to Lose Money Monetizing Apps with AdsAppnext
In this webinar, we will show you some offbeat cases, as well as the typical mistakes that lead to limited revenue potential, and can sometimes jeopardize the app value. We will build the ad monetization checklist, deriving the success formula for enhanced revenues and UX.
Mobile Ad Monetization for Games | Christian CalderonJessica Tams
Delivered at Casual Connect USA 2016. Ad monetization is a relatively mysterious activity for most startups, and has become increasingly more important for a majority of developers these days. Ketchapp has launched hundreds of titles that have been played by over 500 million people around the world. Join this session with Ketchapp's chief revenue officer Christian Calderon to discover how startups can be more effective in their monetization strategies.
1) The document provides guidance on setting up a successful cost-per-install (CPI) campaign using the Appnext platform, outlining key steps like app set-up, campaign set-up, tracking, and activation testing.
2) It recommends starting with a network campaign to target all publishers within selected regions before transitioning to direct-buy campaigns with curated publisher lists.
3) Tips are provided for optimal CPI rates, geo targeting, creative testing, integration of different tracking methods, and ensuring campaigns are properly activated before payment.
Creative testing: art or science? Learnings from Bidalgo data, framework and ...GameCamp
How designers should work with data people? What is good approach to test creatives? Bidalgo is sharing learnings from its data, case studies and cooperation with clients.
How to buy traffic from Facebook, Instagram and Facebook Audience NetworkTravelpayouts
Facebook is one of the biggest sources of mobile traffic in the whole world for now. Learn how to launch a successful campaign and convert your prospects into loyal customers!
Creating an Engaging Campaign and Acquiring the Right Users SocialClicks_
Leah Na'aman, Marketing Director at SocialClicks, presented on designing engaging campaigns and acquiring the right customers. SocialClicks specializes in cross-platform campaigns on Facebook and mobile platforms. Na'aman covered selecting the right channels, timing, targeting, creative design, measuring success, and lifetime customer value. The presentation emphasized that the right targeting, image quality, and relevance are highly correlated to campaign success, and that lifetime customer value and return on investment are more important metrics than immediate post-conversion actions.
ReleaseMyad provides you the perfect platform to advertise your Bussiness on a global platform and create brand awareness.This is a small gist of our work
ScreenScape is an online platform that allows businesses to create and share digital content for display screens in physical locations to engage customers. It aims to make place-based media more affordable and accessible for small and medium businesses. ScreenScape provides a shared content library and marketing opportunities for businesses in the same industry or community to standardize and optimize their digital displays.
Display advertising is a great opportunity for brands to reach out to potential customers who are interested in products such as theirs or who are in the market browsing stuff similar to theirs. It helps increase brand visibility and also drive conversions through tightly knit keywords and audience targeting as well as managed placements.
Game On: Pro Tips and Winning Strategies for Conquering Gaming App MarketingTUNE
Mobile gaming is sky-rocketing by millions of players each year, with more than 180 million gamers in 2016 already. This presentation unveils tips and tricks of mobile gaming mastery, straight from the pros: Christian Calderon, Chief Revenue Officer of Ketchapp; Greg Dale, Product Marketing Manager at Chartboost; and Tim O’Neil, Global Head of Mobile Gaming at TUNE. Whether you are a game developer or marketer, check it out to learn:
- Simple techniques to acquire new users
- How to make your app stand out among other mobile games
- Effective ways to engage and re-engage your audience
This document discusses the benefits of digital marketing, including measurable metrics like click-through rate and cost per action that allow marketers to determine which ads are most effective. It also notes that digital marketing allows targeting ads to specific locations, devices, languages, and times. In addition, remarketing helps show ads to past visitors to retarget them across various sites.
1) The classic model of selling console or PC games at retail is being replaced by digital downloads and free-to-play mobile games.
2) Free-to-play games make money through in-app purchases rather than upfront costs, with popular options including cosmetic items, power-ups, and removing restrictions that encourage continued gameplay.
3) Highly successful games like Puzzle and Dragons and Clash of Clans generate millions in daily revenue through engaging core gameplay loops and social features that encourage in-app purchases without negatively impacting the gameplay experience.
Group 8 presented on efficient mechanisms for mobile advertisements. The document included:
1) An introduction to mobile advertising and the ecosystem involving publishers, advertisers, and ad networks.
2) Steps to launch a mobile ad campaign, including choosing objectives, targets, pricing models, and creating ad content.
3) A comparison of pricing models like CPM, CPC, CPI, and real-time bidding. The group analyzed factors influencing pricing and provided suggestions for ad networks.
4) An overview of real-time bidding, how it works through an auction system, its benefits for publishers, ad networks and advertisers, and limitations for mobile.
This document discusses the importance of player-centered market research and analytics for game developers. It recommends gathering both qualitative and quantitative data from early concepts through launch in order to understand the target audience, validate assumptions about player segments, and identify opportunities and risks. Key steps include collecting feedback from panels, focus groups, and soft launches to analyze results; then using analytics from MVP releases and beyond to monitor funnel performance, identify the target market, and inform marketing strategy and asset creation prior to full launch. The main takeaway is the importance of building plans based on user data rather than demographics in order to find players and focus on what really engages them.
This document promotes the Appodeal mobile app monetization platform and highlights its key benefits:
- It allows developers to focus on building engaging apps while Appodeal handles monetization through its single SDK integration with multiple ad networks and exchanges.
- Developers can increase revenue through Appodeal's dynamic optimization of ad requests across networks to find the highest eCPMs, automatic targeting and blacklisting, and access to networks and brands normally only available to large publishers.
- Other advantages include fast and flexible payouts, easy dashboard access to data and accounts, and customer support.
Shuttle Digital Media reaches over 1 billion online impressions per month across 100 million unique users. They optimize ad delivery using data and technology to deliver results for advertisers, rather than just impressions. Shuttle is connected to major advertising marketplaces and can access publishers and inventory across various channels, platforms, and formats. They offer goal-oriented campaigns priced on a CPC or CPA basis across display, social media, mobile, and branded channels.
The document discusses catalog marketing using NextBee Media's software platform. It outlines the costs associated with running a catalog marketing campaign, recommends setting up an online store and proper distribution channels before distributing catalogs, and suggests cutting production costs and using additional digital marketing channels along with the catalog campaign. Tips include hosting referral widgets, rewards programs, product reviews and contests on the website to complement the printed catalog marketing.
Audience Marketing is a natural progression in the arena of Performance Marketing that allows marketers to reach out to consumers using the power of Big Data & Analytics. Audience Marketing involves classification of consumers into smaller sub segments based on not just one digital aspect of their life but through a combination of multiple digital activities they engage in (web, mobile, social, commerce, multimedia, etc)
Zappos at DES: Retailer's Approach to ProgrammaticDigiday
Zappos has emerged as a standout success in the world of programmatic buying. The online retailer of apparel, footwear and more established a performance goal that they arrived at through a year of experience with all of the partners in their plan. By using programmatic buying backed by algorithms that continually learn and adapt, the results so far have beat their goal by 30 percent and counting. Hear about Zappos' unique success with programmatic and how other retailers can structure their strategies.
Speaker: Lisa Archambault, manager of display & social marketing, Zappos
WebMedia is a mobile advertising company that manages over 1.5 billion monthly impressions across platforms and markets. They strive to provide partners with the best service using broad experience and advanced optimization technology. WebMedia directly manages top advertisers, agencies, and is integrated with over 140 mobile ad networks. They specialize in optimizing traffic to maximize publishers' revenue.
7 Ways to Lose Money Monetizing Apps with AdsAppnext
In this webinar, we will show you some offbeat cases, as well as the typical mistakes that lead to limited revenue potential, and can sometimes jeopardize the app value. We will build the ad monetization checklist, deriving the success formula for enhanced revenues and UX.
Mobile Ad Monetization for Games | Christian CalderonJessica Tams
Delivered at Casual Connect USA 2016. Ad monetization is a relatively mysterious activity for most startups, and has become increasingly more important for a majority of developers these days. Ketchapp has launched hundreds of titles that have been played by over 500 million people around the world. Join this session with Ketchapp's chief revenue officer Christian Calderon to discover how startups can be more effective in their monetization strategies.
1) The document provides guidance on setting up a successful cost-per-install (CPI) campaign using the Appnext platform, outlining key steps like app set-up, campaign set-up, tracking, and activation testing.
2) It recommends starting with a network campaign to target all publishers within selected regions before transitioning to direct-buy campaigns with curated publisher lists.
3) Tips are provided for optimal CPI rates, geo targeting, creative testing, integration of different tracking methods, and ensuring campaigns are properly activated before payment.
Creative testing: art or science? Learnings from Bidalgo data, framework and ...GameCamp
How designers should work with data people? What is good approach to test creatives? Bidalgo is sharing learnings from its data, case studies and cooperation with clients.
How to buy traffic from Facebook, Instagram and Facebook Audience NetworkTravelpayouts
Facebook is one of the biggest sources of mobile traffic in the whole world for now. Learn how to launch a successful campaign and convert your prospects into loyal customers!
Creating an Engaging Campaign and Acquiring the Right Users SocialClicks_
Leah Na'aman, Marketing Director at SocialClicks, presented on designing engaging campaigns and acquiring the right customers. SocialClicks specializes in cross-platform campaigns on Facebook and mobile platforms. Na'aman covered selecting the right channels, timing, targeting, creative design, measuring success, and lifetime customer value. The presentation emphasized that the right targeting, image quality, and relevance are highly correlated to campaign success, and that lifetime customer value and return on investment are more important metrics than immediate post-conversion actions.
ReleaseMyad provides you the perfect platform to advertise your Bussiness on a global platform and create brand awareness.This is a small gist of our work
ScreenScape is an online platform that allows businesses to create and share digital content for display screens in physical locations to engage customers. It aims to make place-based media more affordable and accessible for small and medium businesses. ScreenScape provides a shared content library and marketing opportunities for businesses in the same industry or community to standardize and optimize their digital displays.
Display advertising is a great opportunity for brands to reach out to potential customers who are interested in products such as theirs or who are in the market browsing stuff similar to theirs. It helps increase brand visibility and also drive conversions through tightly knit keywords and audience targeting as well as managed placements.
Game On: Pro Tips and Winning Strategies for Conquering Gaming App MarketingTUNE
Mobile gaming is sky-rocketing by millions of players each year, with more than 180 million gamers in 2016 already. This presentation unveils tips and tricks of mobile gaming mastery, straight from the pros: Christian Calderon, Chief Revenue Officer of Ketchapp; Greg Dale, Product Marketing Manager at Chartboost; and Tim O’Neil, Global Head of Mobile Gaming at TUNE. Whether you are a game developer or marketer, check it out to learn:
- Simple techniques to acquire new users
- How to make your app stand out among other mobile games
- Effective ways to engage and re-engage your audience
This document discusses the benefits of digital marketing, including measurable metrics like click-through rate and cost per action that allow marketers to determine which ads are most effective. It also notes that digital marketing allows targeting ads to specific locations, devices, languages, and times. In addition, remarketing helps show ads to past visitors to retarget them across various sites.
1) The classic model of selling console or PC games at retail is being replaced by digital downloads and free-to-play mobile games.
2) Free-to-play games make money through in-app purchases rather than upfront costs, with popular options including cosmetic items, power-ups, and removing restrictions that encourage continued gameplay.
3) Highly successful games like Puzzle and Dragons and Clash of Clans generate millions in daily revenue through engaging core gameplay loops and social features that encourage in-app purchases without negatively impacting the gameplay experience.
Group 8 presented on efficient mechanisms for mobile advertisements. The document included:
1) An introduction to mobile advertising and the ecosystem involving publishers, advertisers, and ad networks.
2) Steps to launch a mobile ad campaign, including choosing objectives, targets, pricing models, and creating ad content.
3) A comparison of pricing models like CPM, CPC, CPI, and real-time bidding. The group analyzed factors influencing pricing and provided suggestions for ad networks.
4) An overview of real-time bidding, how it works through an auction system, its benefits for publishers, ad networks and advertisers, and limitations for mobile.
This document discusses the importance of player-centered market research and analytics for game developers. It recommends gathering both qualitative and quantitative data from early concepts through launch in order to understand the target audience, validate assumptions about player segments, and identify opportunities and risks. Key steps include collecting feedback from panels, focus groups, and soft launches to analyze results; then using analytics from MVP releases and beyond to monitor funnel performance, identify the target market, and inform marketing strategy and asset creation prior to full launch. The main takeaway is the importance of building plans based on user data rather than demographics in order to find players and focus on what really engages them.
This document promotes the Appodeal mobile app monetization platform and highlights its key benefits:
- It allows developers to focus on building engaging apps while Appodeal handles monetization through its single SDK integration with multiple ad networks and exchanges.
- Developers can increase revenue through Appodeal's dynamic optimization of ad requests across networks to find the highest eCPMs, automatic targeting and blacklisting, and access to networks and brands normally only available to large publishers.
- Other advantages include fast and flexible payouts, easy dashboard access to data and accounts, and customer support.
Shuttle Digital Media reaches over 1 billion online impressions per month across 100 million unique users. They optimize ad delivery using data and technology to deliver results for advertisers, rather than just impressions. Shuttle is connected to major advertising marketplaces and can access publishers and inventory across various channels, platforms, and formats. They offer goal-oriented campaigns priced on a CPC or CPA basis across display, social media, mobile, and branded channels.
The document discusses catalog marketing using NextBee Media's software platform. It outlines the costs associated with running a catalog marketing campaign, recommends setting up an online store and proper distribution channels before distributing catalogs, and suggests cutting production costs and using additional digital marketing channels along with the catalog campaign. Tips include hosting referral widgets, rewards programs, product reviews and contests on the website to complement the printed catalog marketing.
Audience Marketing is a natural progression in the arena of Performance Marketing that allows marketers to reach out to consumers using the power of Big Data & Analytics. Audience Marketing involves classification of consumers into smaller sub segments based on not just one digital aspect of their life but through a combination of multiple digital activities they engage in (web, mobile, social, commerce, multimedia, etc)
Zappos at DES: Retailer's Approach to ProgrammaticDigiday
Zappos has emerged as a standout success in the world of programmatic buying. The online retailer of apparel, footwear and more established a performance goal that they arrived at through a year of experience with all of the partners in their plan. By using programmatic buying backed by algorithms that continually learn and adapt, the results so far have beat their goal by 30 percent and counting. Hear about Zappos' unique success with programmatic and how other retailers can structure their strategies.
Speaker: Lisa Archambault, manager of display & social marketing, Zappos
Consolidating Experiences of ICCO's Programmatic ApproachICCO Cooperation
The document evaluates ICCO's programmatic approach, which consolidates different organizations and programs into a single strategic framework. It finds that while the approach started slowly, it is providing benefits like joint learning and complementarity. However, fully implementing the approach requires addressing ongoing issues like distinguishing roles, building capacities, and balancing ownership among organizations. Further developing management practices, learning, and clear communication can help strengthen the programmatic approach moving forward.
Xaxis CEO Caspar Schlickum - Programmatic media buyingThe_IPA
Xaxis CEO Caspar Schlickum's presentation from the Agile Media AdaptLab at The IPA's Agility Adaptathon in London where he introduces programmatic media buying and real-time bidding from a trading desk perspective. Learn more about Agility www.ipa.co.uk/adapt/agility & Twitter #ipadapt
Attitudes towards Programmatic Advertising - A deep dive into buy-side attitu...IAB Europe
The following report provides further insight into the buy-side (advertisers and agencies) attitudes and current adoption of programmatic advertising following the full report publication. The additional data in this report includes a breakdown of advertiser and agency respondents by regions as listed below:
Central and Eastern Europe: Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey
Northern Europe: Norway, Sweden, Denmark, Finland
Southern Europe: Spain, Italy, Portugal , Greece
Western Europe: UK, France, Germany, Belgium, Switzerland, Netherlands, Austria, Ireland
Demand-side platforms emerged in 2007, changing how digital media is purchased and creating a more efficient way for advertisers to reach consumers at scale. Since then, programmatic has grown significantly in both media opportunity and data management. Nearly all major brands and publishers now have or are developing programmatic strategies. The presentation discusses how programmatic has grown tremendously in Europe and Brazil in recent years, with spending increasing by hundreds of millions. It also outlines how an open ecosystem supports innovation, transparency, and outcomes for both demand and supply stakeholders in programmatic advertising.
Building an optimal retail media strategy to monetize your eCommerce trafficMirakl
This document discusses building an optimal retail media strategy to monetize eCommerce traffic. It provides key takeaways on why retail media will revolutionize online selling and best practices for optimizing a retail media strategy. These include ensuring a natural shopping experience, using AI for personalized and relevant ads, and efficiently managing advertisers. Retail media is a large, growing market that can be a win for retailers, advertisers, and shoppers if executed well.
This is a bespoke digital skills workshop I prepared for Concern Charity Worldwide. It covers paid search (PPC), search engine optimisation (SEO), display advertising, google analytics, and other insights for driving an insight led content strategy.
The document provides an overview of the display advertising ecosystem and strategies for optimizing campaigns on Invite Media's platform. It discusses key concepts like audience buying, real-time bidding, ad networks, exchanges, and DSPs. It also outlines Invite Media's services for advancing strategies around the consumer journey, real-time bidding, and generating insights. The document provides guidance on components for success, getting started, consolidating buys, and optimizing campaigns.
The document provides an overview of the display advertising ecosystem and strategies for optimizing campaigns on Invite Media's platform. It discusses key concepts like audience buying, real-time bidding, ad networks, exchanges, and DSPs. It also outlines Invite Media's services for advancing strategies around the consumer journey, real-time bidding, and generating insights. The document provides guidance on components for success, getting started, consolidating buys, and optimizing campaigns.
The document provides an overview of the display advertising ecosystem and strategies for optimizing campaigns on Invite Media's platform. It discusses key concepts like audience buying, real-time bidding, ad networks, exchanges, and DSPs. It also outlines Invite Media's services for advancing strategies around the consumer journey, real-time bidding, and generating insights. The document provides guidance on components for success, getting started, consolidating buys, and optimizing campaigns.
Yahoo presents its Yahoo Network Plus product for reaching large audiences across Yahoo properties and partner sites. It offers targeting options including behavioral and demographic targeting as well as retargeting solutions. Yahoo Network Plus provides access to Yahoo's large user base and data to help advertisers engage audiences at scale and drive actions like purchases. It highlights case studies of clients achieving success through personalized retargeting campaigns.
Get Noticed: Using Creativity and Engaging Ad Formats to Break Through the NoiseMichael Zarcone
Here's what people don't like: being yelled at. Here's what they prefer: interactive experiences. They want innovative and fun calls to action. Entertaining video and other unique content. Coupons that are relevant to their current activity or location. Fundamentally, consumers want (and deserve) an invitation into an ongoing brand relationship that both fits their current context and experience, and actually adds value to one or both.
With an introduction by the IAB's Peter Minnium, this webinar is presented by Matthew Flanagan, PointRoll's Vice President of Business Development and Publishers, who will discuss how engaging formats and features like those seen in IAB's Rising Stars demonstrate the power of creativity and interactivity in driving performance.
RTB (real-time bidding) technology allows advertisers to bid on impressions in real-time auctions to display ads to targeted audiences across websites. The document discusses how RTB data can be used to optimize digital marketing campaigns and improve ROI. It provides examples of how RTB-Media has used data-driven testing of audiences and ad channels to improve metrics like CPA, CTR, and viewability for clients. The company offers services like audience segmentation using first and third-party data, campaign management and optimization, and reporting to help clients achieve their goals.
Forging a Path to Premium Programmatic - RhythmOne Webinar, 10/28/15Digiday
This webinar from RhythmOne and Digiday addresses just what premium programmatic really is, how advertisers and brands can use it to their advantage and why direct relationships are still the key to executing successful cross-channel strategies.
The document provides tips for running successful performance display marketing campaigns. It outlines 5 common mistakes to avoid: 1) Not defining clear goals and KPIs, 2) Focusing on placements over understanding customer journeys, 3) Not asking the right questions of data to gain insights, 4) Allowing low quality inventory like bot traffic, and 5) Not optimizing campaigns for mobile users. Following people across devices, prioritizing premium inventory, and gaining insights from smart data analysis are some of the keys to driving maximum performance.
Ad Tech NY- Feed Your Brain: Adap.TV Video Ad ServerAdap.tv
The document discusses opportunities and challenges with online video advertising. It outlines best practices for campaign planning, management, and optimization using advanced analytics. Metrics like ad completion rates and clickthrough rates can provide insights to maximize return on investment when broken down by site, audience, and creative. Publisher CineSport is highlighted for its engaged gaming audience that sees higher clickthrough rates for video ads compared to non-gaming sites.
Steelhouse Personalized Content Engine Integration with Magnolia CMSMagnolia
This presentation was given at Magnolia Conference 2013 by Jan Haderka, General Manager at Magnolia Czech Republic, and Mark Douglas, CEO at SteelHouse.
SteelHouse provides its customers with a wide range of marketing tools to enhance their websites with, for example targeted campaigns, re-targeting and analyzing visitors' behavior, along with suggestions on how to increase conversion rates.
In this talk, you will learn how easy it is to integrate Magnolia with SteelHouse and how your website can benefit from such an integration. Learn about the whole range of services provided by SteelHouse to help you achieve your business goals faster and better.
The document discusses various strategies for mobile marketing and viral marketing. It provides tips for mobile marketing, including developing useful applications, using shortcodes, and creating mobile-friendly websites. It also discusses goals, tactics, and case studies for viral marketing campaigns, including calculating viral reach and examples from American Express.
The document discusses various strategies for mobile marketing and viral marketing. It provides tips for mobile marketing, including developing useful applications, using shortcodes, and making websites mobile-friendly. It also discusses goals, tactics, and case studies for viral marketing campaigns, including calculating a communication dividend and examples from American Express.
Guide to Programmatic Media buying for recruitment. Top tips, explanation of strategic uses, examples of how ads are targeted and all the important terms decoded.
The document summarizes the capabilities of Spot200 & PerfSpot Agency Media including:
- Reaching over 5 billion impressions and 200 countries monthly through thousands of premium publishers
- Advanced targeting capabilities including behavioral, demographic, and geographic targeting
- Dynamic pricing that optimizes rates based on campaign goals
- Social media marketing options through sites like Facebook and extensive targeting on the PerfSpot social network
- Detailed reporting and optimization of campaigns
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M: +84 912 42 5679
E: huyen@adasiaholdings.com
Skype: huyen.bi
Thank you for your interest in AdAsia Digital Platform. Please feel free to contact us if you have any other questions. We look forward to discussing how we can help you achieve your digital marketing goals.
Mani Iyer, CEO of Kwanzoo, gave a presentation on display advertising for demand marketers. The presentation covered display advertising concepts and terminology like CPM, CPC, CPA, and CPL. It explained the display advertising ecosystem including ad networks, exchanges, and real-time bidding. It also differentiated between brand advertising and demand generation goals and metrics. Additionally, the presentation provided guidance on how to plan a display campaign, secure budget, and measure success through A/B testing and optimizing targeting and bids.
NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016Dave Archer
Allegra Demerjian, Digital Director at the Abbi Agency, explains social media advertising and discusses the nuances of advertising on each outlet. Allegra also covers:
Different formats of social media advertising across outlets (Facebook, Twitter, Instagram, Pinterest, YouTube, LinkedIn)
The basics of creating ads through these platforms
Goals you can achieve through social media ads
Hitting the right target on your advertising audience
Insider tips on getting the most out of your budget on each outlet
Examples of good and bad ads on each outlet
This presentation provides enough information to know what types of ads are available through social media and how you can use them to boost your business.
Similar to 5 Reasons Why A Programmatic Approach is the Smartest Marketing Decision You'll Make This Year (20)
The document outlines 7 essential functions of an effective product detail page (PDP) on Amazon:
1. Inspires users with content that conveys the brand story, delivers on product promises, and allows users to visualize the product.
2. Drives prominence in search results through seasonally relevant content.
3. Converts users online and in physical stores by enhancing brick-and-mortar sales.
4. Tells a powerful product story through highlights of purchase drivers and prioritizing consumer wants.
5. Recreates the ability to see and touch the product with visual demonstrations.
6. Generates credibility through reviews and ratings to manage expectations.
7. The PDP
Optimizing product content on Amazon can improve visibility and conversion rates. According to the document:
1) 80% of clicks on Amazon come from the first page of search results, so including top searched keywords in titles is important to capture search volume.
2) Product images are highly influential, with 95% of customers viewing an entire image carousel. Testing different image styles can increase click-through rates and conversions.
3) The product description provides the best opportunity to target keywords, as searchers expect to find detailed information to inform their purchase decision. Classifying keywords helps determine what to include in descriptions and carousels.
HICKIES measured the effectiveness of their TV advertising campaigns on driving sales on Amazon. They partnered with Tatari, a data analytics company, to track ad impressions and measure responses across linear TV and streaming platforms. Tatari's analysis found that 60% of additional sales generated by HICKIES' TV ads came directly from Amazon, with TV allowing them to prospect new customers at scale. The data showed that TV ads led to an increase in on-site conversion rates on the HICKIES website and incremental sales on Amazon for up to 60 days after an ad aired.
The document discusses Amazon's strategies for brands. It notes that Amazon has over 100 million Prime members and 202 million individual shopper behaviors that are used for targeting. 80% of Amazon customers use it to discover new products. The opportunity for new brands on Amazon is highlighted. Customers interact with Amazon in many ways beyond just shopping, including reviews, ecommerce, streaming, social media, and voice services. The document provides tips for strategic brand alignment on Amazon, including leveraging their logistics network, creating quality content, and optimizing regularly. It also discusses approaching marquee days creatively and fostering relationships with multiple Amazon teams.
The document presents Booyah Advertising's modern approach to Amazon strategy, highlighting how utilizing advertising fueled over 700% growth in ad sales and over 500% growth in organic sales between July 2019 and January 2020. It shows how objective-based advertising delivered 52% of traffic and 38% of sales from ads, and discusses plans to bring other ecommerce advertising channels like paid social, search, and display to Amazon. The presentation aims to demonstrate Booyah's proven approach for taking control of the Amazon platform through content, advertising, and expanding to other sales venues.
Amazon has a 47% share of the US ecommerce market compared to 14.5% for the next three competitors combined. Consumer goods leaders see Amazon as a critical threat and 68% believe consumers are more loyal to Amazon than their own brands. The document seeks to debunk common myths about investing and advertising on Amazon, noting that the right approach depends on short and long-term goals, requires understanding multiple metrics and the whole business model, and that Amazon reviews and custom creative are important factors for success on the platform.
This document provides 3 predictions to guide Amazon advertising strategy in 2020 from Perpetua, an Amazon advertising company. Prediction 1 is that opportunities will open up for richer creative content on Amazon Ads like sponsored brand video. Prediction 2 is that demand for Amazon DSP advertising will grow for its custom targeting abilities, while attribution features will also become more important. Prediction 3 is that success metrics will acknowledge organic sales and total sales, not just attributed metrics, to better reflect business health. Perpetua positions itself as an expert able to help with sponsored brand campaigns, DSP management, and advanced analytics.
The document outlines Mark Power's approach to developing a strategic plan for Amazon advertising and marketing. It recommends conducting an audit of a brand's current Amazon presence, developing a holistic strategy that integrates Amazon across marketing channels, and fixing foundations like product pages before launching performance advertising campaigns. The approach aims to help brands succeed on Amazon by planning across the full ecosystem beyond just the online store.
This document summarizes an advertising strategy for eos lip balm on Amazon to unlock growth on the platform. The strategy has three main goals: 1) Defend and own the brand by protecting priority products and retaining loyal customers. 2) Drive incremental reach within and outside of Amazon using always-on acquisition efforts. 3) Drive brand equity through storytelling about eos' purpose and innovative products. The strategy outlines tactics like sponsored brand and product ads, remarketing, video content, and partnerships to achieve these goals and metrics like sales growth, return on ad spend, new customer acquisition, and impressions.
This document provides an introduction to advertising on Amazon. It discusses different types of advertising options on Amazon including paid media like banners and search ads, earned media like reviews, and merchandising strategies. It highlights key differences between Amazon's Sponsored Ads and Amazon DSP programs, and provides tips on setting goals and leveraging placement, audience, creative assets, and messaging to align ad campaigns with goals. It also discusses measurement metrics to track return on investment and effectiveness of Amazon advertising.
Amazon Strategies January 2019 | Dash HudsonDigiday
This document summarizes Dash Hudson's visual marketing platform, which allows brands to predict creative performance, distribute content across channels, and measure and improve photo and video engagement. It focuses on helping brands leverage existing high-quality creative by bringing it to new audiences and channels to increase traffic and revenue. Dash Hudson's AI tool called Vision can analyze content to understand what performs best for a brand and provide recommendations. It has helped brands like Kendra Scott and REVOLVE increase their return on ad spend by 48% and 70% respectively by using Vision-recommended creative.
Amazon Strategies January 2019 | Direct Agents & CarharttDigiday
This document provides information about Direct Agents, an Amazon management agency. It discusses how Direct Agents helps build and transform brands through media, strategy, analytics, and creative services. Direct Agents provides a full suite of Amazon services including new product launches, product and account management, organic ranking optimization, paid media management, promotions, and measurement. The document also provides background on speakers Suzanne Perry from Carhartt and Daniel Owen from Direct Agents.
The document discusses strategies for building a brand on Amazon. It outlines that WellPath leveraged assets developed for their brand and audience to launch products on Amazon. Three key learnings are discussed: 1) Brand matters on Amazon and consumers will pay a premium for recognized brands; 2) First party data from owned channels is valuable for directing traffic to Amazon listings; 3) Building an engaged community establishes brand authority and mobilizes fans for new product launches. The strategies focus on developing four pillars of consumer trust, acquiring first party data, and building a community through content and social media.
This document discusses Amazon as a full-funnel marketing solution. It covers three main topics:
1) Sponsored ads advertising is becoming more competitive and important. Strategic harvesting of product IDs (ASINs) through sponsored product campaigns can help target new products.
2) Re-engaging high-intent audiences by adopting and investing in Amazon DSP to target customers at different stages of the purchasing funnel. This includes remarketing to those who viewed but didn't buy products.
3) Key takeaways around adoption, investment, and optimization of Amazon advertising. Brands should adopt new ad products like DSP and invest appropriately to optimize performance over time as Amazon continues changing.
Belkin utilizes data from sources like search terms, conversion rates, and reviews to inform product development and marketing strategies aimed at conquering new categories and defending market share positions. They focus on providing the best products at competitive price points while maintaining a commitment to customer and consumer value. Belkin also protects its brand across marketplaces and evaluates consumer preferred platforms to engage with customers and generate new growth opportunities.
Amazon Strategies January 2019 | Stella RisingDigiday
The document discusses research from Stella Rising on consumer beauty shopping behavior, particularly on Amazon. It finds that Amazon is the top starting point for many consumers' digital shopping searches. The majority of beauty discovery now happens online, especially on Amazon, Instagram, and YouTube. Convenience is the top reason consumers choose Amazon, citing fast shipping and the ability to shop anytime. When researching products on Amazon, consumers primarily search by brand or category name. Reviews, descriptions, and images are most important for influencing purchase decisions.
Amazon Strategies January 2019 | MoroccanoilDigiday
This document provides tips for luxury brands on Amazon to create a premium customer experience. It recommends that luxury brands own their brand by controlling the product title, price, seller information, and description. It also suggests elevating product pages with high-quality images and video, expanded specifications, and reviews. Brand stores should have a clear brand identity, premium visuals and copy, and highlight best sellers to build the brand image and differentiate the luxury experience on Amazon.
Digiday Brand Summit December 2019 | RecessDigiday
A consumer wellness brand creates products using CBD and adaptogens to help people feel balanced, centered, and inspired to be productive despite stress. The brand sees CBD as the new caffeine and markets feelings of calm and recess rather than ingredients, using a creative voice and visual identity to attract creatives and provide a solution for anxiety through experiences and products.
Digiday Brand Summit December 2019 | LipLoveDigiday
Inclusivity is Not an Option or a Trend
The document discusses 3 rules brands must follow to be truly inclusive. Rule 1 is to avoid cultural appropriation and respect other cultures. Rule 2 is to be genuine and authentic by doing research to understand minority customer needs. Rule 3 is to be transparent, ask questions, and gain feedback to improve inclusiveness. The document emphasizes that inclusivity requires more than just meeting diversity quotas and urges brands to reflect on how to champion inclusiveness internally.
If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
This document was submitted as part of interview process for Marketing Specialist position at DTA Promotion, an Indonesian company which offers 360 degree marketing services, including ATL and BTL advertising platform.
3 Best “Add to Calendar” Link Generator Tools (2024)Y
“Add to Calendar” link generator tools allow users to create links that add events directly to digital calendars like Google Calendar, Apple Calendar, and Outlook.
These tools simplify event scheduling by generating short URLs or QR codes that, when clicked or scanned, automatically insert event details into a user’s calendar.
They are ideal for streamlining the promotion of events in emails, websites, and social media, enhancing engagement and ensuring attendees don’t miss important dates.
These tools are designed to cater to diverse needs, from personal event planning to professional event promotion, ensuring your attendees can easily add events to their preferred calendar.
Cal.et is a versatile and user-friendly tool that allows you to create “Add to Calendar” links for seamless event scheduling and promotion.
Evaluating the Effectiveness of Women-Focused MarketingHighViz PR
Women centric marketing is a vital part in reaching one of the most influential groups of consumers. Here is a guide to know and measure the impact of women-centric marketing efforts-
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
The Future of B2B Audience Targeting with LinkedInTajul Islam
Tired of pouring money into LinkedIn ads that don't convert?
A marketer’s guide to unlocking the full potential of LinkedIn’s extensive targeting resources and partner tools.
There's a better way. This guide unlocks the secrets to laser-targeting your ideal B2B audience on LinkedIn. Forget generic campaigns. We'll show you how to combine LinkedIn's advanced features with your existing customer data to reach high-value decision-makers directly. Imagine reaching the exact companies and people who can benefit most from your product or service.
Download our free eBook and discover a data-driven approach to LinkedIn marketing that delivers real results. Stop chasing the wrong audience – start targeting the right ones today
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
A brief analysis of SHEIN's digital transformation.
SHEIN’s business model:
1. D2C cross-border ecommerce: SHEIN integrate the manufactures from Guanzhou to make clothes and deliver direct to customers.
2. Digital marketing: Data driven online marketing for user acquisition.
3. Digital transforming vendor chain: the most core of the revolution to shorten the innovation and lead time.
4. Outstanding user experience: International delivery in high efficiency
Leverage four parts of the user satisfaction process and integrate related resource and information flow, which making SHEIN an international leading D2C ecommerce company.
• Keeping utilizing data in all process is another core capability. From the page click, sales metrics, fabric sourcing to manufacturing time, all data is integrated for decision making, leading an upward customer preference and much efficient business decision making process.
13. Most powerful way for marketers to
efficiently and effectively reach its customers
14. Global Cross-Channel Media Access
Video
Access over 86B global
monthly video
impressions
Full video ad serving
capabilities
Enhanced video targeting
by player size, format
type, device type, etc.
Mobile
Expansive mobile supply,
with over 600B global
monthly mobile
impressions
Mobile specific
targeting of all device and
OS types, as well as
across mobile web and
mobile app inventory
Social
Leverage your 1st and 3rd
party data across
Facebook
Serve the right ad to the
right person with dynami
c creative on FBX
Activate your 1st party to
retarget on Twitter
Display
Over 80 billion
impressions daily
Over 30+ display
partners
Optimization,
targeting, and
reporting across all of
your campaigns
15.
16. + Multiple Browsers
Declining Usefulness
and Devices
Cookies are only recognized
on one device and one
browser, making it
impossible to target across
devices
Growth of
Cookieless
Environments
Cookies are not supported in
certain browsers and in
mobile apps, leading to a
large pool of devices which
cannot be recognized
of the Cookie
Due to the growth of
cookieless environments and
an increase in multi-device
usage, new device
recognition technologies are
needed
The State of The Cookie
18. What is the right bid for each impression?
Too high
Overpay &
underperform
Too low
Lose out &
underspend
Just right
Maximise scale
& performance
19. Pop Quiz
Flip a coin to
win the prize
$1000 prize 50% chance $500 Bid Price
Goal Value x Action Rate = Bid Price
20. In the real world
Programmatic bidding …
Goal Value x Action Rate = Bid Price
1% chance consumer
takes desired action
(purchase)
$1000 value to
advertiser
(CPA)
$50 bid price
(breakeven)
Your ad here
26. The Future of Digital Media?
1. It's completely
impossible.
2. It's possible, but it's
not worth doing.
3. I said it was a good
idea all along.
--Arthur C. Clarke
Editor's Notes
Before we can explore the future, it really helps to examine the past. One could argue that since cave man times, advertising has been a perilous business. Our cave man friend here got replaced by a guy with a bigger and undoubtedly louder megaphone –- maybe that’s happened to you?
PAUSE
Or perhaps you’ve been daunted by the challenges of proving ROI, begging for budgets and applying the latest tools of the trade. But this conversation is about more than budgets and tools since there is a fundamental imbalance in the very process of buying media.
So what’s behind this problem? Quite frankly, the biggest challenge is that Media sellers have always set the terms of trade… That’s right, Media vendors dictate the terms of trade to you the buyer-- saying “here’s my inventory, here’s my price” and other than a bit of haggling, you the buyer get nothing in terms of accountability. You end up buying a lot of inventory that becomes indistinguishable in terms of what matters most – did the media help you achieve your stated and measurable objectives?
Sure media companies provide some metrics, but you the buyer can’t define or better yet refine the target to exactly what you want. Think of it this way, your typical media buy is like an average basket of M&Ms. Let’s say you only want to buy blue M&Ms—Too bad. As a result, you are always overpaying for your media since you are always getting the reds, browns, yellows and greens as well.
And then there’s the issue of fragmentation. Media companies all operate independently with their own metrics and reporting systems further fragmenting your ability to make sense of it all, make it next to impossible for you to answer your CEO’s favorite question—what exactly is the ROI of our media spend?
SO this troubling problem of accountability has been around for along time. No presentation is complete without Wanamaker, my point here is he said this around 1895!
Meanwhile, 120 years later we’ve…
-Sent rockets to the edge of the solar system
-Published more content in a month than was created in the prior 5000 years
-Increased life expectancy by two decades
-Developed palm sized supercomputers that apparently still work as phones
SO, how can it be that we still don’t know which half of our media dollars are working? How can this be acceptable?
What about Search?
For sure, Search was a great leap forward to Performance based pricing. But search has its limitations—
Max out on spending – there comes a point where a dollar invested by every brand in search no longer provides a rational return. I suspect most of you are there already.
Can’t build awareness – the reason search max’s out is that it alone can’t create demand for your product or service, it can only respond to it. To create demand someone needs to invest in awareness building, to create a stimulus that will then inspire someone to search for your category or better yet your specific brand.
For this reason, few brands can live on search alone.
And search doesn’t take into account the impact of other channels. Search is this lush tropical island—with lots of appeal—but it is nonetheless an island. And I’m not suggesting that Search will become a relic on Castaway Island like the items drawn in this cartoon (pause)
but wouldn’t it be a lot better if your search results were integrated with the rest of your media? Wouldn’t it be better if you could connect the dots from your awareness building media to your search results? Thanks for the head nods -- it seems like many of you are ready embrace the future I’m about to detail.
Programmatic fulfills the promise of one-to-one marketing, connecting wealth of consumer and behavioural data which delivered the intended result, offline or online. Programmatic allows this by consolidating a marketer’s data and activating it through addressable media outlets.
Would you rather make a long term investment in an appreciating asset – paying off your own mortgage to own a beautiful home.
Or continue to rent your audience back on a campaign by campaign basis. Fuelling the intelligence and efficacy of someone else’s business?
Getting access to and coordinating use of all of your marketing data is step one, but let’s be clear, Big Data isn’t what’s interesting, Activating Big Data is.
To start: we’re talking about the wealth of intelligence sitting in probably a couple of different systems that highlights who your customers are and what they are buying from you.
This data can and should be leveraged not just for traditional CRM based efforts but can and should inform all your digital marketing efforts.
MS:
The words programmatic and RTB are not equal
Search was the first programmatic marketplace
Programmatic impacts all media types; changes how all media is executed… including TV (ultimately)
Focus is enabling all investments to be connected to a single technology layer and influenced by marketer knowledge and learnings
Creating a connected ecosystem that enables automation and puts the marketer in control
Rather than see the consumer on desktop, then on mobile in-app, then later at the point of conversion, connect with consumers across devices, from PC-mobile, mobile-mobile, and PC-PC, with advertising creative altered for the channel or device and stage of the customer journey.
For example, let’s say you belong to a bank and have a checking and savings account with that institution. You’re on your PC after work and you see a brand awareness video ad that offers you a cash back deal that’s deposited into your savings account –( a true cross-sell in that the bank knows you have a checking and savings account and wants you to take out a different type of account)
Then you see a display ad on your tablet several days later that drives that point home – albeit with ad copy that is a harder sell –”act now”
Finally, you’re on your phone after work and log into the bank’s mobile app – you’re displayed an ad within the app that speaks to the ease of use of mobile banking – “manage everything online with this mobile app” and offers a discount / reward to you as a valuable customer. You’re sold – you click through and sign up on their mobile optimized site.
One financial service client employed just this sort of powerful, customized storytelling.
The client had limited awareness for a new product and needed to build brand awareness and increase revenue from their current customer base. By dynamically optimizing the product offer shown, the client was able to cross-sell based on consumer action. Employing sequential messaging produced a 15% cross-sell rate to existing customers and a 96% increase in awareness of the product.
The last client cast study I’d like to speak to attribution, the ability to associate advertising impressions (across display, video, mobile, search, and all other channels) to the outcomes they drive.
CROSS-CHANNEL MEDIA
It’s not just display
Look at the recent flurry of acquisitions in the ad tech space – much activity around video.
It’s not just RTB
We have instances of multi-million $ clients investing 50% or more in PMP.
Quantity with quality.
Today, cookies enable targeting, attribution, optimisation, and analytics only with respect to browser-based traffic on a single device that accepts and retains cookies.
ConnectedID will further enable targeting, attribution, optimisation, and analytics in the following usage scenarios:
Cookie-less browser environments (e.g., Safari)
Multiple browsers on the same device
Apps on a mobile device
Multiple devices (desktop, laptop, tablet, smartphone, and other devices – whether browser or app based)
We believe that the cookie will gradually be replaced not by any single technology, but by multiple new targeting solutions in the marketplace – from large media companies such as Google, Apple, and Microsoft, from individual or collective publishers, SSPs and exchanges, from third-party providers such as AdTruth/Experian, LiveRamp, Acxiom, and from other sources – not to mention MediaMath’s own proprietary cookie-less & cross-device solutions. Marketers will need technology that seamlessly integrates these solutions for the purposes of targeting, attribution, analytics, and more.
ConnectedID bridges those solutions – across cookie or cookie-less implementations, across deterministic or probabilistic signals, across partners, across channels, and across devices. When MediaMath sees a user, whether on a desktop browser, a mobile browser, a mobile app, etc., we assign that device a unique ID, which enables TerminalOne to recognise the device again (even if it doesn’t accept cookies). If a client, partner, or another provider with whom MediaMath syncs IDs generates their own ID for that user (e.g., via a cookie, first-party login data, probabilistic ID solutions, etc.), ConnectedID will link those together in our system. If the user is seen on another device, ConnectedID will link those devices using our cross-device association algorithm. The result is a mapping across all MediaMath and partner IDs and devices that will enable TerminalOne to target audiences and attribute actions across channels and devices.
Growth of cookieless environments: New device recognition technologies are needed
Increase in multi-device usage: New cross-device association technologies are needed
Declining usefulness of cookie= MediaMath is taking lead on next-gen solutions
###
The effective reach of the cookie is smaller than ever before – and cookies only worked to begin with when dealing with a single browser on a single device.
Cookies have never addressed how users typically interact with advertising — multi-device activity, whether between tablets, smartphones, and whatever else's coming down the road (Google Glass?).
Without the ability to message & measure across devices (or even effectively on a single browser and single device), cookies will not effectively be able to support either user targeting or conversion attribution in the future.
We see consumers on site and on app on different devices, later on we see those same users in Media, and also see them at the point of conversion.
Links together MediaMath & external targeting solutions across partners, channels & devices
Connects cookie-based, cookieless, and cross-device signals – deterministic and probabilistic
Enables targeting, attribution, optimization, & analytics in cookieless environments & across devices
Will comply with industry privacy guidelines & local regulations, including robust consumer opt-out
Deployment will begin in 2014 – a lot more details to come!
Programmatic is not a race to the bottom. Buyers should not shy away from high CPMs. As a media buyer, you may naturally be averse to buying impressions with a high CPM via real-time bidding. But don’t forget that it isn’t the cost of the impression that matters; it’s the cost of the acquisition. High CPM impressions are worth every penny if they result in converting users for a lower CPA/CPC.
The road to success in programmatic buying isn’t finding the cheapest inventory available. Every impression has value, the question which needs answered is … based on historical performance how much should I be willing to pay against my goal, and how much do I need to bid to win that impression. That’s a decision which happens millions of times a second during your campaign.
What is the right bid for each impression?
Which impressions should I buy?
Where the action rate is determined based on all those variables
This is done at scale across multiple impressions allowing a unique bid
ROI Optimisation – early results versus CPA campaign
ROI: 10.09x (increase of 15%)
AOV: 1.55x (1.51x)
CPA: 7.13x (8.02x)
For sites common to both campaigns, the Brain is valuing those sites differently based on the anticipated ROI or CPA outcome
Two of my favourite myths of Programmatic …
1. I log into a platform, push some buttons, a machine-learned algorithm does the rest right?
Wrong.
At best 50% of the value comes from the tech. 50% or more is from the person in the cockpit. Give an untrained, under-resourced, or over-pressured resource access to any technology and campaign results will suffer.
Whilst the platform you deploy should handle a great deal of the decisioning, to the scale of which I’ll highlight later in the presentation, still so much value is driven by the talent you have and your technology provider makes accessible to empower that talent. Empowered to understand programmatic buying strategy as a whole, and then how to execute the buying strategy within a chosen technology.
You need expertise.
2. Which leads me to the talent you need … NO BUYER HAS HIRED A ROCKET SCIENTIST OR WALL STREET WIZ.
Why?
BECAUSE THAT”S OUR JOB AS THE TECH PROVIDER TO HIRE THOSE PEOPLE. THEY COST A SHITLOAD AND THEY ARE HARD TO FIND. WE”VE DONE IT … OUR CIO IS A ASTROPHYSICIST .. HE LOOKS DOWN ON ROCKET SCIENTISTS.
What you DO need …
People who aren’t afraid of maths.
People who are problem solvers.
People who actually care about campaign performance
You to give these people a chance to learn programmatic, and learn your preferred tech BACK TO FRONT.
At MediaMath we do believe, you the CMO, are about to gain the upper hand when it comes to managing and optimizing your media expenditures. It may not happen overnight and you may need to take a crawl, walk, run approach. But sooner or later, with the right software and operating system, you will be buying media based on your requirements, achieving your goals and never ever referring to John Wannamaker again.
Let’s me wrap up with another epiphany from Arthur C. Clarke, “Every revolutionary idea seems to evoke three stages of reaction. They may be summed up by the phrases:
1- It's completely impossible.
2- It's possible, but it's not worth doing.
3- I said it was a good idea all along.”
I look forward to hearing many of you say “programmatic first was a good idea all along” in the not too distant future. Thank you.