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Focusing my day-to-day solely on paid search practices is fairly new to me as I have recently started as a PPC Associate here at Seer Interactive. Of course, coming from a full-service agency, I assisted with the PPC campaigns but my background primarily comes from traditional and programmatic advertising. Programmatic advertising is a large buzzword in the marketing world. Soon, we will see it as a full capability within the mobile ad space. Some companies may offer in-app targeting while other companies only offer within the mobile site. This idea of how companies grow and evolve to get ahead of their competition and the next trend fascinates me. I want to understand which company is the best and for which vertical would I see the best results. I always strove to build the ultimate campaign; whether it was increasing visibility for a branding initiative or driving leads to push a consumer further down the purchasing funnel.
If you aren’t familiar with programmatic advertising, the automated process of buying ads online, this post will get you up to speed. There are a million different consumer datasets that companies study to create their own targeting capabilities. Programmatic allows marketers to move away from a broad website-based campaign to a more strategically segmented campaign reaching consumers who are more likely to show interest in the brand. It is the idea that we, as marketers, can reach the right audience at the right time resulting in higher quality leads and conversions.
Nestlé ran a programmatic branding campaign and saw strong results from their efforts. According to Google success stories, Nestlé had the goal to maximize the sale of coffee machines. They optimized based on viewability of ads and brand safety (made possible with Doubleclicks reporting capabilities). They also wanted to reach a brand new audience. Their results showed 91% of their ads delivered to new visitors, 7x improved brand safety and saw 21 points more viewable impressions than the IAB standards.
With technology ever-evolving, marketers can now improve the quality of their campaign in real-time. This is the big draw to programmatic advertising. Due to real-time bidding (RTB), advertisers pay for the consumers they want to reach rather than hoping to reach them, giving you complete control over your campaign.
Think with paid search, a news article comes out that Beyonce just released her new album (yes, I know. She already did this) and you are a local music store selling cd’s… you might want to capitalize on that opportunity. You may start by increasing bids on related terms to beat the competition or by adjusting ad copy to focus on the trending news to be more relevant. With programmatic, you have the same control. You can increase rotation more heavily on relevant banner ads, adjust CPM bids to blast more impressions, and hand pick the site placements in which you want to run on during the buzz ultimately creating more awareness of your music store leading to more sales.
As mentioned previously, Programmatic advertising is a top buzzword in today’s media market and there are statistics to show why. eMarketer states that digital display ad spending will reach $20.41 billion, or 63% of US digital display ad spending by 2016.
Mobile has been projected to take up 69.3% of the total programmatic digital display ad spending by 2016. (eMarketer)
To ensure you craft the ultimate campaign, it’s important to make a list of the type of campaign you are looking to run. Here are some questions to know before starting the conversation with potential programmatic advertising partners:
Don’t know what questions to ask? Below are a couple of questions to keep in mind and how why they are important to understand.
Although there are many more questions to ask, these starting-point questions will allow you to better understand the company’s capabilities. This will give you an idea of the type of campaigns you can create and how you can integrate across different marketing initiatives. After you talk with the programmatic advertising companies and choose who to run with for your campaign, you can start the execution of the campaigns. With the correct questions and trusted partners, you can build a campaign to drive the best results for your client’s goals.
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