The Game of RTB
When the gods of adland introduced the word 'programmatic' to the industry, it was immediately decreed that use of the word in everyday conversation would immediately put all those within earshot to sleep. This obviously makes it quite difficult for those working in the industry to stay awake, while slaving over spreadsheets. Even the most enthusiast programmatic specialist Acquire Online's programmatic director Zane Furtado admits that it isn't always easy to keep staff interested.
"As much as I love being a part of this industry, passion can run dry when it comes to excel sheets," Furtado says.
So in a bid to keep his team interested—and awake at their desks—Furtado has introduced an initiative that he dubs 'Game of RTB'.
"I figured that gamifying the daily routine could add some serious value. I could diminish excel fatigue and keeping my team engaged, entertained, alert and competitive. Nobody likes losing."
Staff members are scored according to their performance, winning points for categories such as innovating on a campaign, finding the optimum bid price and spotting an error.
All staff members have chosen an alter ego, which is accompanied with a quirky trading card (the always-humble Furtado has a casual 3,000 out of 3,000 on his card).
Furtado says he also sees this as a good way to teach young programmatic professionals about the skills necessary to succeed in the industry.
"Nobody goes to school to learn this stuff yet," he says.
"I have interviewed a lot of people, from media buyers and publisher sales, and have quickly realised that most traditional buyers and direct sales team don’t fully understand or adapt to the dynamics of RTB."
He says after an extensive search has now appointed four graduates to roles at Acquire Online.
"We introduced them to 10 platforms and walked them through all campaigns from planning to setup, creative and pixel implementations, optimisation, reporting and results," he says.
While the game of RTB is only in its infancy, we secretly hope that it garners a cult following of programmatic experts, who become so obsessed with it thatVice decides to make a documentary about it.
Via ~ Stoppress
Is your Programmatic trading desk transparent?
A recent article (below) by The Australian highlighted the fact that media agencies are levying a heavy mark up to their programmatic media buy's as well as the lack of transparency. Here are a few questions to ask your programmatic desks to always stay on top:
- Ask for a site transparency report on a weekly basis
- Breakdown by device, browser to see which os work best for your campaign
- Time of Day analysis (Yes, you can day part your campaign)
- Ask for PMP deals if you want your campaign to be placed on particular sites or run a white list only strategy
- For remarketing campaigns, insists on running recency targeting based on the nature of the product
- Ask for an inventory availability report
- Try and adopt new targeting methods (geo-fencing, tv sync, weather targeting, native etc)
Programmatic buying is here to stay and in order for it to be beneficial, you need to work with the trading desk to maximize your reach and achieve your KPI's.
To find out more visit www.acquireonline.co.nz
Media agencies hit as adbuyers head to the cloud
THE move by advertisers to take their programmatic advertising buying away from media agency trading desks and handle it in-house is gathering pace as marketing cloud technology firms launch programmatic advertising buying products.
Already, large advertisers William Hill and Lenovo are using parts of Adobe’s Marketing Cloud platform in Australia in their programmatic trading operations, which can bid for large, highly targeted audiences online and match ads to them at the click of a button.
Australia is a top-five market when it comes to the strength of the movement away from media agency trading desks towards establishing in-house models, according to Google group product manager Payam Shodjai, who heads up programmatic.
Companies such as Coles and Foxtel have established their own programmatic trading operations.
The Australian understands Foxtel, which spends about $65 million annually across all media and is a significant digital advertiser, expects to save about $1m a year after taking its programmatic buying in-house midway through 2014.
“In Australia, there’s a strong in-house movement driven by the largest marketers,” Mr Shodjai told The Australian at a recent conference on programmatic trading in Sydney. “It’s as strong as in the US.”
Google’s services team is also keen to help train advertisers — and agencies — on how to start trading programmatically using Google’s tools to buy advertising through the Google AdEx exchange, just one of the virtual marketplaces where buyers and sellers of digital ad inventory can connect.
Much of the move towards in-house programmatic trading has been fuelled by negative publicity and advertiser concern over the mark-ups media agency trading desks make on the cost of online advertising inventory.
According to FirmDecisions auditor David Brocklehurst, agency trading desks are one of the two biggest compliance issues for advertisers, who are concerned about a lack of transparency in terms of the margins media agencies can make, particularly by arbitraging inventory, or buying it from publishers cheaply and selling it to clients at a higher rate.
One digital advertising executive said he had seen mark-ups as high as 600 per cent on some inventory.