Downloaded 66 times
Uploaded byMediaPost
MiQ
The document discusses several myths about programmatic advertising and provides the truths for each one. It addresses myths such as: programmatic only means display; walled gardens offer better targeting; programmatic only delivers vanity metrics; and programmatic is dangerous for brands. The truths provided are that programmatic can apply to different formats beyond display; programmatic integrations can provide comparable targeting to walled gardens; programmatic can optimize for a variety of business metrics beyond just clicks and impressions; and brands have controls to ensure campaign safety.
More Related Content
![[Webinar] Myths & Realities of Programmatic Display](https://cdn.slidesharecdn.com/ss_thumbnails/adventure-webinar-deck-151012204620-lva1-app6892-thumbnail.jpg?width=640&height=640&fit=bounds)
MiQ
- 1.
- 2. We’re an independentmarketing intelligence company and we help brands to deliver outcomes through programmatic media & analytics solutions.
- 3. It’s intelligence, derivedfrom your marketing data, which drives outcomes for your business. So what is Marketing Intelligence
- 4. THE MYTH: Presentingwith a moustache is embarrassing
- 5. THE TRUTH: Itis! But it is for a good cause.
- 6. THE MYTH: Almostno one here is buying programmatic
- 8. THE MYTH: “Programmatic”means “Display”
- 9. The use ofsoftware to purchase digital advertising. Programmatic can apply to anything from display to digital out-of-home and television.
- 10. Using computers tobuy ads.
- 11. Efficiency – Programmaticis more efficient, removing the need to negotiate with thousands of publishers for every campaign Cost – Removes many of the “middle men” from the process, reducing costs Reach – Programmatic sources reach the entire internet, on multiple devices and platforms Targeting – Ability to target specific audiences or purchased data segments nearly anywhere online Why use Programmatic?
- 12. What types ofinventory are bought programmatically?
- 13. THE MYTH: WalledGardens Offer Better Audience Targeting
- 14. AUDIENCES BOUGHT LOCATION TEMPORAL DOMAINS,KEYWORDS & SEMANTIC CONTENT DEVICE TYPE MODEL & MA OTHER VARIABLES OF SIGNIFICANCE TO ROI MACRO SIGNALS 7x more likely to convert 3x more likely to convert 6.5x more likely to convert 30 years old WC2E From 9:00-18:00 EBAY.CO.UK AMAZON.CO.UK SAT& SUN Evening Italian speaker converts on PC SKYSCANNER.COM 3x more likely to convert 7x more likely to convert 6.5x more likely to convert + + + THE TRUTH: Programmatic Integrations Put It On Par
- 15. MYTH: Programmatic AdvertisingDoesn’t work
- 16. The Truth: Heartsand Wallets Say it Does
- 17. The Truth: Heartsand Wallets Say it Does - 73% of Marketers Say it’s Effective - Bought Programmatically in Walled Gardens - Bought Programmatically via DSP’s - Bought Programmatically via DSP’s - Migrating to Programmatic - Migrating to Programmatic
- 18. THE MYTH: ProgrammaticOnly Delivers Vanity Metrics
- 19. THE TRUTH: ProgrammaticDelivers What You Tell It To Cost Per Store Visit Incremental Lift Unique Subscription Renewals High Ticket Value Sales In Geo Pizza Sales Car Customizer Completions Account Funding CAC/LTV
- 20.
- 21. THE MYTH: Programmaticvalue is only performance
- 22. THE TRUTH: ProgrammaticExhaust Is Equally Valuable As Performance - MICRO MACRO ACTION In-View 3s Human User DEVICE IP Office, Citi.com Zip Code 20500 HHI= $150,000+ Equinox (Gym- goer) LOCATION GPS CONTEXT Brand Safe Cross-Device ID 98236393 iPhone X Wi-Fi Connection ISP: Verizon Chrome/ Mac QUALITY URL= Election Forbes.com Searched “BMW 3-Series” Male Extrovert Fashion Enthusiast Sunny, 77F $ up vs GPB Calvin Klein TV ad airing Positive Social Sentiment around Fashion Football match featuring fashionista star Sale: Suit $699 AD IMPRESSION Exchange Publisher Seller Timestamp User ID …. ACTION MiQ GUARD AUDIENCE MiQ PRODUCTS: Capture Elevate
- 23. 13.3% 9% NOT IN MARKET ADVANCEPLANNERS DIY RENOVATERS PROFESSIONAL DESIGNERS 11% 12% This Unlocks Insight through Data Science
- 24. THE MYTH: Programmaticis Dangerous for Brands
- 25. MiQ couples ourpartners best in- market viewability technologies with AiQ’s proprietary performance indexing to ensure a brand safe environment. Our log-level integration with IAS, enable us to reach your campaign in-view rate, while providing efficient pricing. PRE-BID Whitelists & Blacklists POST-BID Firewall PRE-BID Dynamic PRE-BID Fraud Removal HIGH QUALITY HIGH PERFORMING IMPRESSIONS THE TRUTH: You have control over safety
- 26. THE MYTH: TheTree on the South Carolina State Flag is a Palm Tree
- 27. THE TRUTH: It’sa Palmetto Tree… and it saved us from the British
Editor's Notes
- #7 A lot of people in the industry believe brands like you are not buying programmatic.
- #8 Show of hands if you are buying programmatically today
- #12 Before starting your campaign, think about the business challenge you are trying to solve or the key objective you want to accomplish. It’s tempting to bolt on location-based targeting to an existing campaign as an additional line item, but it’s easy to end up wasting time and budget on something that isn’t properly optimized or set up with the wrong goal. Know whether you want to: Drive in-store traffic/footfall Drive app downloads Drive offline sales lift Conquest customers in competitors’ stores Drive coupon downloads
- #25 Programmatic is often accused of being unsafe for brands
- #26 IAS studies include Differentiate post-bid & pre-bid