programmatic advertising: how to join in on the fun
TRANSCRIPT
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Programmatic advertising: how to join in on the fun
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What IS It?“encompasses an array of technologies That Automate the buying, placement and optimizations of media inventory”
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Acuity Ads - DSP Ad Taxi Networks (Digital First Media) AdClarity@Media Intelligence AdCurv - DSP AdKaora@Digital Fighters Adobe Marketing Cloud (Adobe) - DSP Adobe Media Optimizer Adsmobi - DSP Affiperf - DSP Airpush, Inc. Altitude Digital- Video Platform & SSP AndBeyond.MediaGlobal - Native BrideClick - Ad Network Captify – Retargetingchango
Coegi Datawrkz DSPmobi E-novate - DSP Econsultancy.com - Publisher eEffective - Publisher Emerse.com - Full-Service eyereturn Marketing Go2mobi - Mobile Advertising Infectious Media Intelligent Optimisations Interactive Advertising Bureau - Publisher IPinYou - DSP Knorex XPO - DSP MediaDesk - DSP MediaMath Mobile Network Group -
Publisher Moment@Mmobile- DSP Moremint OwnerIQ - DSP Pk4 Media RadiumOne ReactX - Cross Channel Experiences RTBiQ - DSP Sellbranch - DSP Sonobi - Audience Management Sparc Media StartMeApp - Mobile DSP Think Digital Trust Metrics Varick Media Management Yoptima Zetanet - DSP
VENDORS
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DefinitionsProgrammatic advertising – an automated, technology-driven method of buying, selling, or fulfilling ad placements
Real time bidding – the buying and selling of digital ads through real-time auctions that happen in the time it takes a page to load
Programmatic direct - direct buys that use some level of automation
Ad Serving – Sending creative directly to placement
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PLAYERs – high level
Ad Exchange – Transparent real-time marketplace where large pools of inventory are bought and sold
Trading desk – Holding company-created division to execute audience buying strategies both direct and programmatic
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PLAYERs - Detailed
DSP SSP DMP
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DMP
WHAT THIS LOOKS LIKE IN SIMPLE FORMAUDIE
NCEDMP(The Data) Ad
Exchange
(Stock Market)
SSP(Publisher Managem
ent)
DSP(Advertiser Managem
ent)
Programmatic
(Automates Bidding)
PublishersAd
Networks
So how does it work?
Bite-Sized Chunks:Selecting planning
Optimizing Implementing
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Selecting your platform
Detail Budgets
tracking segmentation
Audience data specialization
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Individual Vendor Trading Desk
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Google Display Network // Double Click Bid Manager
Adsense marketplace
Manual biddingText adsImage adsVideo adsLow to medium budget1st party audiences
Premium marketplace, including guaranteed buysAlgorithm-based biddingRich Media AdsImage adsVideo adsMedium to high budget1st and 3rd party audiences
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What’s the minimum?
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How is performance tracked?
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Vendor (DSP & DMP)Weekly CPA
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Google Analytics
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What audience Data is used?
1st Party 3rd Party
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How can I segment?
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Account / Website
Content - evergreen, promo
Delivery - Geo targets, device
Creative - messaging
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How much detail do I need to control?
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Me
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what’s so special?
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what’s so special?
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Building your Strategic plan
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What is your objective?
Prospecting
Direct Response
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What assets do you have?
Interstitial ads/
Expanding ads/
VIDEO & Audio Ads/
Dynamic creative
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What is your ad sequence?
How does your message
Change by audience?
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What targeting choices must you make?
Contextual targeting Audience types Placement Categories Lookalike audiences Retargeting (1st or 3rd
party) Layering audience +
content targeting
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Implementation
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1. Place the Pixel.
1. Place the Pixel.
1. Create pixel map
2. Place pixel3. Verify
Tracking
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Conversion - Direct
Retargeting - General
Conversion – View Thru
Retargeting – Specific
source
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The build1.Build out Insertion Orders (campaign-ish)
2.Create Line Items (ad group-ish)
3.Expand into additional targeting types through more IOs
and line items
1.Provide breakdown of objectives to
vendor2.Verify build
with vendor
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Add creative• Upload creative to ad server
• Use Dynamic content sheet if using dynamic ads• Create names to represent not just content but
IO, etc• Send tags to vendors if needed*
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Complaints from March 201561.4% Placement
transparency40.5% Inventory forecasting34.0% First look impressions26.1% Amount of rich media
19.0% Share of Voice19.0% Audience targeting
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Last step:Optimizat
ion
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Optimizing
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Segmentation + Adjustments
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Bid Changes / Algorithm goalsStarting/flexible biD
Goal CPABudget settings
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Device / Dayparting / Geo Targeting
[snooze]
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Quality monitoring
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At least 50% of the ad is visible for at least 1 second and the ad is less than 242,500 pixels (970 x 250).
At least 30% of the ad is visible for at least 1 second and the ad is 242,500 pixels (970 x 250) or greater.
A video ad is considered viewable when at least 50% of the ad is visible while the video is playing for at least 2 consecutive seconds.
VIEWABILITY
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Content
BLACKLIST // whitelist placements
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Exchange optimization
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Frequency capping
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Frequency capping
The total amount of times a converter/visitor needs to see an ad
The frequency range which brings in the lowest cost conversions/traffic
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Requisite Salesy Slide
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.Vendor Selection.Strategic plan
.Implementation.optimizing
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.Vendor Selection.Strategic plan
.Implementation.optimizing