Tagged 'programmatic buying'

Are You and Your Client on the Same Page About Data? Here Are 5 ways to Find Out.

Posted by Mike Caprio on November 11th, 2013 at 2:35 pm

Global brands are getting more particular about data.  They are now looking to performance data from their global digital campaigns to answer questions and provide insights into how creative, media and overall messaging affect consumer behavior.
But we’ve also noticed that in Latin America, much of the rich data available to these brands is not captured by their agency partners – wasting an opportunity to drive performance, efficiency and knowledge from their digital media.
It’s not a new problem – North America, Europe and Asia used to operate the same way - but the stakes are higher now, and data has become the industry currency, informing the majority of business decisions.  If data is not reliable and consistent across regions, its value is limited.
Here are five questions to ask your client to be sure you’re on the same page when it comes to their digital data:
1. Are you okay with publishers self-reporting their performance numbers?  Is fraud a concern?
One of the benefits of serving your ads with an IAB- and MRC-accredited ad server is that your data is consistent and trustworthy.  When you use tracking pixels, there are many ways publishers can intentionally or unintentionally skew performance data.   When you’re using a... Read more

Full Service vs. Self Service

Posted by Bill Guild on August 27th, 2013 at 12:06 pm

Marc Grabowski, COO of Nanigans recently posted an article touting the benefits of a self-service model for trading desks.  Grabowski claimed the benefits associated with self-service trading desks include: cost savings, data protection, speed to market, creation of core expertise for your brand, and consistency of account teams.  All these benefits may be achieved through self-service, but full service offerings also offer a number of similar benefits.
To consider how full service stacks up against self-service trading desk models, we first need to define what full service means. Let’s consider full service to be services sufficient to manage and optimize a programmatic campaign such that only an IO is required from the client. These services include development of the technology platform and both technical integration and a business arrangement with any third parties that may be part of the solution.  The benefits of full service are highly dependent on the provider, but we will attempt to analyze the benefits of the general approach rather than the advantages of any specific provider.
Expertise Core to Your Brand
Of course, the in-house operators of a full service provider will be experts in operating the system, but expert operators can be hired or developed in other... Read more

Evaluating Programmatic Campaigns – Fourth and final tip

Posted by Bill Guild on July 31st, 2013 at 7:41 am

In this fourth post in the series, I will discuss how to evaluate campaigns run through programmatic media buying systems.  I will discuss how to apply common metrics so these campaigns can be compared to other types of campaigns in a cross media mix, and I will discuss the very different metrics to apply when optimizing within a programmatic media buy or between programmatic media buys.  Finally, I will share some of the measurement flaws we have experienced and how to avoid them.
Comparing cross media campaigns
Cross media campaigns almost always involve the challenge of reconciling unlike metrics.  When comparing TV to Online, it isn’t sensible to use GRPs which don’t have much meaning online and it isn’t possible to use clicks or beacons which don’t exist in TV.  The best thing to do is estimate the impact each campaign has on the bottom line then compute the Return on Advertising Investment.  Keep in mind that a fair comparison can only come from similar metrics.  It is usually possible to apply a much more granular metric to one channel than can be applied in the other. For example, if a TV ad will be evaluated by measuring the change in sales... 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