Taking a granular approach to all elements of digital advertising, from calculating user values to testing ad effectiveness, can help all of us unleash the potential of the app economy.
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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
Online advertising is evolving at unprecedented rates. Thanks to the growth of exchanges, transformative technologies such as Reak-Time Bidding (RTB), and standardization work by industry associations like the IAB, online advertising is quickly becoming a liquid marketplace.
Tags: advertising, app, app monetization, applications, Evolution, In-App Advertising, LifeStreet, LifeStreet Media, marketoon, Mitchell Weisman, mobile monetization, monetization, real time bidding, real-time, rtb, Tom Fishburne
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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