PROGRAMMATIC I/O 2015 - "And You Thought 2015 Was Just About Viewability!" - Neeraj Kochar
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We’re more than three-quarters of the way through this year, so has programmatic for brand advertising exploded yet? This session will explore whether or not the industry’s hottest issues have impacted the use of programmatic technologies to drive brand performance.Neeraj Kochhar, Managing Director, Buy-Side Platforms, Tremor Video
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PROGRAMMATIC I/O 2015 - "And You Thought 2015 Was Just About Viewability!" - Neeraj Kochar
- 1. THE BEST DECISIONS YOU EVER MADE Neeraj Kochhar MANAGING DIRECTOR, BUY-SIDE PLATFORMS
- 7. CAN YOU SEE ME NOW?
- 8. 50%INCREASE + 62 SECONDS TIME SPENT
- 11. WHAT’S THE BEST DECISION YOU WILL MAKE TODAY? Neeraj Kochhar MANAGING DIRECTOR, BUY-SIDE PLATFORMS
Editor's Notes
- Good morning intro. . . If you think of the best decisions you’ve ever made, they’ve been informed by your experiences, failures, successes, and of course CLICK TO NEXT SLIDE.
- DATA. Pause for eruption of laughter. But seriously, data makes our decisions better, sharper, crisper. For example CLICK TO NEXT SLIDE
- I’m a huge tennis fan. Tennis + new racquet = way better data and if you’re analyzing it right, you should see better performance and be able to do more of what’s working Serena is constantly making decisions during her game, constantly optimizing her play based on hundreds of data points. High-performance athletes never do the same thing – they act and react in real time based on data input and experience.
- Maybe a more practical example of using data and technology is your car’s ability to tell you when you’re about to run out of gas. We don’t see this much nowadays thanks to the “X miles until empty” alerts on most of our dashboards. Technology is using data around the car’s performance, analyzing it and in turn providing a better picture of what’s happening – and in some cars even why (i.e. highway driving vs. local driving speed charts). So you don’t have to be a mechanic or an engineer. Smarter cars make driving better – they make smarter drivers who, presented, with the right data, can make better decisions.
- But maybe the most practical example today is knowing how much Halloween candy your trick-or-treaters consumed last year, and being able to buy more of what went… and less of what didn’t so you’re not left eating all of those Almond Joys. Why don’t kids like coconut anyway?
- TRANSITION TO TREMOR VIDEO Today, I’d like to share with you a few case study examples where clients of Tremor Video took advantage of analytics and were able to do more of what works, making smarter decisions to great effect.
- TWO CLICKS REQUIRED ON THIS SLIDE. FIRST YOU’LL SEE “CAN YOU SEE ME NOW” INSIDE A VIDEO PLAYER TO HELP TEE UP VIEWABILITY. Let’s start with one of 2015’s hottest topics – viewability It’s clear that viewability plays an important role when it comes to digital advertising. If your ad isn’t seen, how can it be effective? Until now, digital advertising has been measured by ads served, not an ad’s ability to be seen. With the recent focus on accountability for viewability, the industry is scrambling to find a baseline measurement. This is proving to be harder than expected, with different browsers, ad placements, vendors, and measurement methodologies, reporting can vary as much as 30% to 40%. Because of this, it’s up to brands to set their own viewability standards. For one advertiser, viewability meant 100% in-view and 100% complete delivery of their ad. CLICK HERE TO TALK SPECIFICALLY ABOUT CPG WHERE YOU’LL SEE WE HAVE CPG REPRESENTED AS A CAMPBELL SOUP CAN. This CPG advertiser was looking to build awareness around a new product but had seen very low viewability to date and choose a Tremor Video to help figure out why. After launching, early campaign results showed that smaller players were bringing down the overall score viewability score, likely because the players were scrolled past or appeared below the fold. By choosing to optimize to larger players, the client was able to up their viewability rate
- TWO CLICKS HERE AS WELL. HANDS REPRESENT NONPROFIT CASE STUDY AND THE IMAGE IS SHOW IN A PLAYER AS THIS CASE STUDY ALSO HAD SUCCESS WITH PLAYER SIZE. Player size also played an important role in a recent campaign that a non-profit ran through our DSP. They partnered with Tremor Video DSP for efficient programmatic buying that optimized beyond cost and reach, but wanted an in-depth understanding of their video investment strategy beyond basic metrics. We worked together to build an interactive ad unit, and set the campaign to optimize towards engagements. But with a strategy focused initially on price and reach, we were seeing a lot of delivery to sites with smaller players, where engagement was low. Midway through the campaign, Extra Large and Large video players showed the highest Engagement Rates at 5% and 2%. CLICK TO BRING UP RESULTS. We adjusted the parameters within the DSP to optimize toward those two larger player sizes, resulting in a 50% increase in Engagement Rate! Additionally, Engaged Time Spent was 62 seconds — more than double the Watched Time Spent 27 seconds
- THREE CLICKS ON THIS SLIDE. IT STARTS WITH MAN UNDER UMBRELLA TO REPRESENT INSURANCE. But it’s not all about price and reach if you’re using the right DSP. Brand KPIs can be measured too. To measure brand lift, or shift, we work with the advertiser to create a one-question in-stream survey that fits their brand goals. Our DSP then dynamically optimizes based upon consumer answer choices. CLICK ONCE TO BRING UP “ONE QUESTION” A nationally recognized insurance company wanted to convince existing consumers to renew their plans, as well as increase consideration among consumers within the competitive set. We launched a 1-question survey and our DSP detects which viewers and environments showed the largest shift in brand perception, and dynamically optimized towards those viewers/environments. THE QUESTION WAS “HOW LIKELY ARE YOU TO RENEW OR CONSIDER PURCHASING THIS PRODUCT?” CLICK AGAIN FOR RESULTS. By the end of this campaign we drove Brand Lift of 7.65%
- ONE CLICK ON THIS SLIDE. OPENS ON MOVIE THEATRE WITH PRIVATE MARKETPLACE ON SCREEN. I’Dlike to share one more example with you, on another of the hottest industry topics – private marketplaces. An Entertainment advertiser utilized our DSP wanted to drive brand awareness for an upcoming movie but had very specific inventory targets to reach consumers: High quality viewing environments Contextually relevant environments Large players for better viewing CLICK TO REVEAL “HIGH PERFORMANCE PACKAGES” While the CPMs can be higher with private marketplaces than open auction, they can drive much higher performance. The advertiser utilized our curated Unreserved Fixed Rate PMP packages of inventory to achieve goals i.e. viewability packages and player size packages, as well as contextual packages, and achieved results 2x higher than our benchmarks.
- Wrap up slide. Don’t use a DSP focused only on price and reach – performance MUST be a measureable KPI With the right combination of analytics and optimization we can put the right ad in front of the right person at the right time, and achieve the desired outcome for all – ads that people love and work!