In the age of data activation and marketing automation, programmatic has become one of the fastest growing sectors in advertising. As more platforms and publishers embrace the technology, more ad dollars are being invested, resulting in a wider global reach. The below infographic produced by Yieldr illustrates programmatic's stratospheric rise.
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
Tags: Ad Serving, Argentina, Brand Safety, Brazil, Chile, Colombia, Data, DG, fraud, Latin America, mediamind, Mike Caprio, OCR, Optimization, peer39, Peru, programmatic buying, Puerto Rico, Tracking Pixels, vCE, verification, Video, Viewability
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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
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
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