The Right Creative, The Right Targeting - Matching the Pieces

Posted by Jo Woodward on Aug 15, 2017 12:30:00 AM

Tiki-Puzzle-eDM-Header.jpg

As digital advertising moves increasingly towards automation, providing superior targeting capabilities, the focus needs to shift from one size fits all creative. Online Advertising needs to be tailored for the environment and audience, not just a repurposed version of TV/Billboard Ads.

Programmatic provides unprecedented abilities for advertisers to reach specific audiences with the right message. But with this focus on technology the fundamentals of communicating in a new era of moment marketing are often overlooked.

For Marketers and Advertisers to better understand how the right creative matched with the right target can significantly increase your campaigns ROI, Acquire Online have created a white paper 'The Right Creative, The Right Targeting – Matching the Pieces' . 

Read the full paper http://bit.ly2r7asvB

 

Call us to discuss how we can help you optimise your next digital campaign.

Anthony Ord
Director
+64 9 360 5816

 

Topics: News

Benefits of Omnichannel Platforms

Posted by Nikhil Elayat on Aug 9, 2017 12:27:50 PM

A case study on MediaMath’s Omnichannel Platform

MediaMath (MM) commissioned Forrester research to perform a study and analyse the effect of MediaMath’s Omnichannel platform on the potential ROI for enterprises who have implemented MM the platform. This study is supposed to provide an analysis on the potential financial impact of MediaMath on their organisations.

Interviewing a group of enterprises and agencies who had been using MediaMath’s platform extensively, revealed that the agencies were looking at more control over the overall user experience across channels. They made the choice to implement MediaMath only after careful consideration of other DSPs in the market for up to a year. Agencies considered the platform to be more than just a platform or provider. The reason for the switch, for majority of the agencies and enterprises interviewed was the fact that the service and support offered were much more responsive. The ability to customise the platform to their needs only made the switch even more viable.

The following were some of the risk-adjusted present value benefits that the enterprises enjoyed:

 Improved performance through Omnichannel management

  • Increased profitability by 80% and double return on ad spend
  • Improved CPA by as much as 5x
  • Increased click-through rates by 200%
  • Improved overall campaign performance by 20%

Please note that the study was commissioned by MediaMath and delivered by Forrester research and should not be treated as a competitive analysis.

Read the full report

http://bit.ly/2frLVwN

 

 

Topics: programmatic

The Pros and Cons of Programmatic Audio for Marketers

Posted by Zane Furtado on Jul 31, 2017 10:55:19 AM

source: https://www.b2bmarketing.net

In today’s world, programmatic display has increasingly been proving its worth as marketers take advantage of the efficiency and in-depth targeting it can provide. But another advertising channel is now fighting hard to make itself heard. This is programmatic audio.

Spotify is perhaps the most well-known player in this channel, becoming the first digital audio company to offer its audio inventory to programmatic purchase in July 2016. Partnering with three of the most established platforms in the programmatic industry (AppNexus, Rubicon Project and The Trade Desk), this move allows advertisers to bid on and purchase Spotify audio ad inventory in real time. In other words, with 70 million active users paying nothing to use its service, these audio ads allow Spotify to monetise its service.

Spotify isn’t the first to approach programmatic audio, and it isn’t restricted only to music streaming. Back in 2014, broadcaster Global launched its Digital Audio Exchange (DAX) to enable programmatic buying across a variety of streaming and podcast platforms. And a year before this, Triton Digital launched a2x, describing it as “the industry’s first audience-based programmatic buying solution for online and mobile streaming audio ads".

With these developments in mind, here's a look at the strengths of programmatic audio to see whether B2B marketers will embrace it, or if it will fade into the noisy advertising background.


The strengths

  • Obligatory listeners. One of the greatest benefits of audio ads is the guaranteed exposure. If a user is on Spotify for example, and an audio ad comes on, they are unable to skip it and so must listen to it for the 15 to 30 seconds it runs. The same goes for radio and podcasts. As a result, advertisers can be confident that every ad is gaining optimal exposure. And if you are concerned that this format will frustrate the listener and throw positive engagement to the wind, according to Spotify: “75% of digital audio listeners say commercials are a fair price to pay for audio content."

  • Wide reach. One of the greatest challenges for any B2B marketer is finding and reaching their target audience, envious of the channels and opportunities available to their B2C counterparts. But programmatic can provide B2B marketers with exactly this. There are a reported 94 million consumers listening to digital audio every week in the US alone. And what’s more, they reflect a huge range of demographics, allowing advertisers to target almost any particular audience with great specificity.

  • Personality. For any B2B business, expressing a brand image is crucial, and personality is central to this. If a business can create a strong personality, it provides its target audience with something they can engage and form a closer bond with. This is where audio ads can be so effective; by verbally speaking to the audience, audio ads can express this personality often more easily than through written word. As a result, ads can leave a more lasting and memorable impression – something no B2B marketer would ever turn down.

  • In-depth targeting. Imagine a user puts on Spotify most evenings at 6pm. They select ‘Ultimate Kids' Party Playlist’ on occasions. And on Saturday at 8pm, they put on a ‘Pre-going Out’ playlist. Analysing this music selection, an advertiser could infer many characteristics of the listener – they cook most nights at six, they have children who they need to entertain and they like to hit the town at the weekend. From this, Spotify can gain an extremely detailed picture of each individual listener, understanding their interests and background and use this information to deliver targeted audio ads that are more likely to be of interest.


The weaknesses

There are issues with programmatic audio that don’t exist for other advertising solutions. Take attribution for example. In its current state, it’s very difficult to attribute direct sales to audio ads because the in-app inventory is ‘cookie-less’ – the technology that makes it possible to attribute display ads, for example. Another weakness of audio ads involves traffic. Though they can be highly effective in boosting brand awareness, they are unlikely to greatly increase direct web traffic. This is because even if the listener is interested in the ad, visiting the site would require disrupting and leaving their audio experience.


Digital Audio grows year-on-year

With more and more people plugging into digital audio year-on-year, marketers will continue to add digital audio to their campaigns. Ads will become more targeted and tailored, with personalisation becoming the norm. Digital audio will become more integrated in the marketing mix, playing a crucial role alongside digital, search, and out of home.

And then there’s the growth of voice-activated technology. Researchers have predicted that, by 2020, 30% of web browsing will be done without a screen. The increasing popularity of artificial intelligence, the internet of things, and in-home devices, such as Google Home, Amazon Echo, and Apple’s soon-to-be launched rival, are now going to open a new wave of opportunities for marketers, with more and more ads being served aurally. How brands sound will become increasingly important; and in the quest to get noticed, they will need to place more emphasis on defining their personality and values through audio.

The time has come to include audio in your programmatic campaign. It’s no longer a question of whether to do so – it’s an imperative. You’ll reach your audience with relevant, contextual ads that keep listeners engaged, while increasing loyalty to your brand.

 

Source: B2B Marketing

Topics: programmatic

Predictive Marketing and Adoption

Posted by Nikhil Elayat on Jul 25, 2017 1:00:00 PM

Marketers are looking at user behaviour in the online eco-system. They're implementing AI and machine learning tools to predict how likely a prospective user is to interact based on past actions and behaviours.

Technology plays a big role in marketing and a recent study found that certain tech is more widely used in the US than in other countries. A survey of 620 marketers in the US, Australia, France, Germany and the United Kingdom clearly shows how technology usage compares across these countries.

70% of the marketers in the United States said that predictive marketing is the primary tech they're planning on using in 2017. Below is a chart showing the kind of tech that marketers plan on using in selected countries in 2017.

 

technologies that marketers Include.png

 

Cross Channel measurement technology

Half of all marketing and media executives in North America believe predictive technologies and associated analytics help them gain better value from the data. In addition to this 40.6% of the respondents said that cross-channel measurement and channel attribution would further help.

As adoption of technologies such as predictive analysis and DMPs rise, the focus will be on customer data and not platforms. This enables marketers to provide customers with a personalised brand experience across channels.

 

important technologies.png

An interview with Alex Weinstein, the Director of Marketing Tech and CRM at eBay emphasised the importance of real-time data and how it helps eBay power their campaigns. Capturing data immediately enables them to build a profile and target their clients immediately when a product they’ve shown interest in drops or changes.

Alex concludes that machine learning and it's ability to assist in personalising messages has become a strong foundation to grow eBay. He suggests companies start by using a light machine learning model to improve newsletter delivery and assure positive results. *

Contact Acquire Online to see how to use data most effectively to maximum ROI.

http://www.acquireonline.co.nz

 

*Source: www.emarketer.com

Topics: DATA

Ever Wondered What Are The Most Expensive Google Adwords Keywords in 2017

Posted by Nikhil Elayat on Jul 7, 2017 7:36:51 AM

adwords.png

Ever wondered what the most expensive keyword in Adwords advertising was? Or what the most searched keyword term was on Google Adwords? This article gives you a bit of an insight into the keyword game on Google.   

 A comprehensive analysis of keyword data reveals that groups of keywords under the following sets are the most searched on Google Adwords. These include business services, bail bonds, gambling/casino, lawyer and asset management.

 The Keywords that were most expensive 6 years ago are totally different to today. The data sheds light on the ever-changing digital landscape and the way that Google Adwords is evolving.

 One of the key questions that you should be asking now is.. how do these keywords get so expensive?

 
Adwords keyword costs rise due to number a of reasons:

 1. Services that people require in Immediacy or Urgency

When people are faced with problems, they look for an immediate solution. This gives the advertisers an advantage of charging more for their services or products, helping them achieve a better ROI, although they might result in a higher CPC.  

 2. Products or Commodities that are high-end  

High-end products and services are willing to pay a higher CPC as a single prospect could result in higher gains. This means they bid high on certain keywords that are likely to earn them prospects and subsequently a conversion.

 3. Education, Essentials and Addictions

Some service offerings are so essential to the users that there is a flood of market suppliers for them. This means that to stay on top of the competition and gain maximum market share, it is essential for advertisers to bid higher, which increases the CPC of these particular set of keywords.

Knowing these keywords is only half the battle. Email us to discuss targeting options for your online campaigns.


*This analysis is done using keyword data for five different currencies in English speaking countries

image source: http://www.wordstream.com/blog/ws/2017/06/27/most-expensive-keywords

 

 

 

Topics: adwords

Digital Marketing Masterclass 2017

Posted by Anthony Ord on Jun 21, 2017 10:52:12 AM

Anthony Ord, Acquire Online’s Strategic Director, presented an overview of 101 Programmatic in New Zealand at the Masterclass event.

Key takeaways

- Acquire’s technology tools ensure campaigns deliver human traffic & viewable ads.

- Programmatic targeting tools combined with data deliver the right ad in front of the right person at the right time.

- More clients are moving to Guaranteed Cost per Acquisition campaigns which are typically one-third the cost of new customer acquisition using legacy media.

 

To close, Anthony touched on Artificial Intelligence developments to deliver predictive marketing insights - resulting in better targeted campaigns and less ad wastage.

Talk to your account managers to discuss how optimizing campaigns based on insights can result in higher levels of engagement and better ROI.

Topics: Masterclass

What’s a UTM and why you should use them when distributing your content online?

Posted by Zane Furtado on Jun 21, 2017 10:51:46 AM

UTMS lets you see precisely which campaigns are getting the results you want!

UTM is short for 'Urchin Tracking Module', a simple text string that you can attach to a URL to track the source, medium, campaign name, term and content.

Utilising Google Analytics, you can use UTMs to track the effectiveness of online marketing campaigns across traffic sources and publishing media.

So why aren’t all Marketers using them?

Some marketers are not aware of the benefits and value that UTM’s can add to their online media buys.

Google analytics has created a free UTM builder tool where you can just add in your information and it automatically generate a url. For those marketers that run multiple activities, this spread sheet UTM generator helps you create multiple urls. To discover more about to how to set-up the various components of UTM codes and their benefits read Effin Amazing blog.

Topics: Jargons, UTM

Top 10 Takeaways from our 'Flying High with Programmatic' Techweek'17 event

Posted by Zane Furtado on May 18, 2017 1:09:57 PM


1. Programmatic is experiencing rapid campaign investment growth due to automation of the buying process and the ability to identify and target the right audience at the right place and at the right time.

2. KPEX is able to reach 81% of the NZ online population every day though 9M unique device, 11M targetable demographic, 6.1M geo locations and 6.5M interest data points.

3. KPEX is launching native ad units on their platform.

4. Brand safety, ad fraud and transparency are currently hot topics. Questions to ask your vendors?

a.  How do you interpret transparency?
b.  What brand safety measure/tools do you use?
c.  How do you optimise my campaigns?
d.  What percentage of my spend is on actual media?

5. KPEX are now offering transparent url packages, so programmatic technology can read content on the page and ensure confidence in the environment.

6. Acquire Online have put a number of measures in place to ensure their ad buys are safe and transparent including regularly updating blacklists, utilising multiple brand safety vendors, constantly investing in new technology and introducing new metrics to measure campaign success.

7. Programmatic advertising is constantly evolving and requires investment in new technology, and upskilling as there is no one size fits all.

8. The future of programmatic buying in NZ will include outdoor billboards, TV, radio, influencer marketing, augmented reality and artificial intelligence in the near future.

9. Publishers, advertisers, ad-tech vendors and creative agencies need to work together to make sure we trade in a transparent and brand safe environment keeping the consumer experiences at the forefront.

10. CPC and CPM are metrics of the past. Focus on goals that better reflect your objectives such as; viewability, time-on-site, bounce rates and the conversions that really matter. Most importantly speak the language of your brands. e.g. if you’re marketing a fridge, report on online & offline fridge sales and not the CPC/CPM.

 

If you missed the event you can view Zane Furtado, Acquire Online Programmatic Director’s full presentation and highlights videos here.

Topics: Techweek

What is the difference between an ATD, ITD and HTD? And why are ITDs growing fast?

Posted by Anthony Ord on Mar 15, 2017 11:22:49 AM

An agency trading desk (ATD) is a separate business unit within a Media Buying Agency (MBA) or MBA Group that centralises the buying and optimisation of "programmatic" online media. For example; Accuen is the ATD for Omnicom, Xaxis for WPP and Audience on Demand for Vivaki.

The arrival of the ad exchanges (including KPEX) meant the MBAs soon realised they can purchase nearly all online media directly through demand side platforms (DSPs) which are the technology platforms used to manage and optimise programmatic buys.

ATDs are major growth engines for MBAs, who have seen their media buying margins reduced substantially over the past 20 years. By establishing ATDs as a separate business units that marks-up, the MBA can "double-dip":

  1. a) the MBA takes a retail planning & buying fee,

  2. b) the aligned ATD takes another wholesale fee on programmatic.

Note: ad networks historically have always taken high margins so advertisers can still get a better deal with a trading desks.

Independent Trading Desks (ITD) are independent legal entities, like Acquire Online, who are outside the global advertising networks. ITDs are highly agile, employ multiple ad buying platforms and dynamically employ emerging technologies faster than ATDs, who are often locked into technology through Global Group volume supply agreements or ownership.

If the company does not employ multiple ad buying technologies, they are not a “desk” they are generally promoting a single platform solution. Acquire Online does not recommend a single platform solution for any advertiser.

House Trading Desks (HTD) is where the advertiser decides to employ an internal programmatic buying team. Generally, the annual volume of online programmatic spend needs to be excess of $2-3 million for the internal cost to be less than the out sourced costs. The biggest challenge for HTDs is finding, training and retaining the expertise to run the programmatic tech stack similar to a ATD or ITD. Usually, an HTD will default to single platform solution, like Google’s Doubleclick Bid Manager, which can be counter-productive to programmatic optimisation.

From operation & technology perspective. ATDs, ITDs and HTDs are all very similar. All programmatic traders operate on DSP platforms, use data and performance analysis to guide optimisation. Technology wise, some trading desk might have their own technologies to aggregate the reports across DSPs, some even have their own direct bidder to access to the ad exchanges

A recent WFA (US) report found that alternatives to Agency Trading Desks (ATDs) are growing rapidly. ITDs have seen usage increase by 12 percentage points compared to the previous wave of WFA's programmatic research. HTDs, while less likely to the principal global model, are used by more than a fifth of respondents in total. These HTD models were being conducted just at the fringes of WFA's membership two years ago. Underpinning the evolution of digital ad trading models has been a drive to secure additional transparency. The second-generation of programmatic models has seen some improvement in transparency, with 29% of respondents now satisfied with the level of transparency provided by their ATD, up from 21% in 2014. Transparency at ITDs now satisfies nearly half of users, up from 36% in 2014.

 

Topics: Jargons

Netflix is the Number One Online Publisher for Kiwis

Posted by Anthony Ord on Mar 8, 2017 3:02:11 PM

We estimate, Netflix is already the number one publisher brand for time spent online by Kiwis. This explains why SKY / Vodafone merger was so vital for SKY TV and how good the SPARK / Netflix deal is for SPARK. To get an understanding of total time spent by publisher we calculated the SimilarWeb reported average monthly NZ visitors multiplied by the global average time spent on site. In total, 68M monthly visits generates an estimated 5.8 million monthly hours of online time.


   Media       Monthly Visits       Monthly Visits (%)       Ave Seconds       Monthly Hours       Time   
TVNZ 5,883,000 9% 208 339,907 6%
Newshub 2,140,000 3% 101 60,039 1%
Stuff 27,090,000 40% 255 1,918,875 33%
NZ Herald 20,030,000 30% 263 1,463,303 25%
Netflix* 12,525,570 19% 578 2,011,050 35%
Total 67,668,570 100%   5,793,173 100%

 *Global average viewing times



 

These figures exclude YouTube’s user generated content platform but if added You Tube would account for 85%+ share of online time due to having most visitors and the highest average (19+ minutes) time spent per visit.

Please get in contact with Anthony Ord at Acquire Online if you need further analysis.



Appendix: SimilarWeb data comes from four main sources: 1) A panel of monitored devices, currently the largest in the industry. 2) Local internet service providers (ISPs) located in many different countries. 3) web crawlers that scan every public website to create a highly accurate map of the digital world, and 4) Hundreds of thousands of direct measurement sources from websites and apps that are connected to us directly. This last source of data helps us to constantly improve our learning set, fine tune our algorithms and reach accurate estimations about traffic stats for ALL websites and mobile apps.