Tagged 'audience targeting'

Advertising, TV and Mobile: The Perfect Marriage

Posted by Ashley Eckel on November 15th, 2013 at 8:54 am

If you live in New York City like I do, you have probably noticed several signs that the season has changed from summer to Holidays. Most of us have released the winter coat collection from storage. Herald Square is swarmed with even more shoppers than usual. And that Rockefeller Christmas tree will be erected before we know it. Which is precisely why I don’t need to bore brands with tips on how to “sell better this holiday season”—the holidays are already here.
However, 2014 is approaching fast, and with it one of the biggest advertising events known to man: the Super Bowl. Luckily, there is still time to ensure your (very expensive!) ad campaigns are meeting the needs and behaviors of the vast majority of consumers, who are using their mobile devices as the first screen to access and activate their entire lives, be it communication, content or commerce.
If fact, 50% of smartphone owners use their devices while watching TV on a daily basis, and 80% use it at least once a week. With numbers like that, advertisers simply cannot miss the chance to use mobile to not only engage their audiences, but fully understand the value and efficacy of media... Read more

How Media Planners can Succeed with Programmatic Buys – Delivery – Third of four tips

Posted by Bill Guild on July 18th, 2013 at 3:14 pm

In part three of my tips for success in programmatic media buying series I address how to deliver  an effective CPM campaign. I will share with you tips for delivering a successful CPM campaign as well as tips for working with a partner who is delivering the campaign for you.
When evaluating CPC and CPA campaigns, ad delivery is usually not an issue. A partner may deliver as many clicks or actions as possible and will be paid a fixed rate for each one. Since there is no expectation of a minimum or maximum number of responses, and since the client doesn’t worry much about the number of impressions served to achieve the responses, delivery is rarely an issue. For CPM campaigns, delivery is typically defined as spending a specified budget at a specified rate. Additionally, the client often has a back-end performance goal and wants the spend spread evenly over the flight. Balancing these, often conflicting goals is what makes delivery a challenge.
In the simplest form of programmatic media buying, the campaign manager enters the audience targeting criteria, sets a bid, and launches the campaign. As the campaign progresses, the campaign manager will evaluate performance reporting and make appropriate adjustments.... Read more

How Media Planners can Succeed with Programmatic Buys – Targeting – Second of four tips

Posted by Bill Guild on June 27th, 2013 at 6:16 am

In this continuation of my series of tips for success in programmatic media buying I address audience targeting in programmatic campaigns.
Targeting network buys and direct buys has been both challenging and straight forward.  In these traditional buys, targeting is often the key to success and media planners had to put in a lot of research and thought to get it right.  Then, once targeting was set, the campaign could simply run with it.  Things are a bit different in programmatic buying.
There is a class of targeting that is not discretionary.  By law or policy, some campaigns must be targeted away from certain age groups.  Other campaigns must be targeted by language.  Still other campaigns are targeted to avoid conflict with concurrent campaigns.  When regulatory compliance, common sense, or campaign strategy dictate, targeting should be inviolable.  All media buying partners and platforms should adhere to this class of targeting and should be able to guarantee that 100% of your campaign will be delivered within the defined target audience.
There is another class of targeting that is applied to improve performance.  This is the targeting that media planners and strategists worked so hard to refine.  Now the practice of audience targeting for performance... Read more

How Media Planners can Succeed with Programmatic Buys – First of Four Tips

Posted by Bill Guild on June 10th, 2013 at 10:28 am

Media Planners now have access to many programmatic options to include in their media mix.  In the past, programmatic buys were processed through agency trading desks or approved trading desk partners.  The trading desks were responsible for managing the campaign and delivering performance.  Now, media planners have the option to include audience targeting networks and full service programmatic media buying partners by issuing IOs as they would for direct placements.  This is a valuable tool in the media planner’s tool box, but it does place some additional responsibility on the media planner.  It can also mean learning a new way of managing campaigns so this series of four tips for success in programmatic buying may come in handy.
Tip 1: Campaign Setup – Pixels and Beacons
Campaign Setup is crucial in programmatic media buying.  All of the beacons and pixels must be configured properly, active at the launch, and maintained in working order throughout the flight.  Direct buys are measured by these pixels, but they might perform without them.  Programmatic campaigns derive all of their learning and performance from these pixels.  They simply will not perform at their best if even one of the pixels or beacons is not functioning.
Like any other... Read more

How Do You Set The Right Price For Your Startup’s Product or Service?

Posted by Bill Guild on May 15th, 2013 at 6:00 am

In my experience, there are five ways to price a product or service:

Premium pricing – top of the market
Bargain pricing – bottom of the market
Prime + 2 pricing – prebuilt-in margin
Total cost of ownership pricing – the cost plus overhead
Competitive pricing – based on competitors and customer needs

Determining which of these to use depends on a variety of variables including the company’s business model, industry standards and what competitors are doing—to name a few. However, when we were determining the pricing model for ChoiceStream’s advanced targeting optimization technology, we carefully weighed the pros and cons of each of the above pricing options and came to the following conclusions.
Premium Pricing: Higher than your costs? No – As a startup, ChoiceStream has not yet reached scale, so our current costs do not reflect what the market will bear for pricing. This is important because our product is very sensitive to scale due to the fact that many of our costs are fixed. Additionally, our competitors, who have been in market longer, are offering scale-based prices, which we must match.
Bargain Pricing: Lower than competitors? Not necessarily – As a startup you may want to beat your competitors on price, but must be careful... Read more