Understand where your data comes from - Are you running highly successful campaigns?

Posted by Jo Woodward on Sep 26, 2017 10:00:00 AM

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It’s a simple truth that the quality of data can directly affect the efficient deployment of marketing budgets and campaign success. So, it’s all the more baffling that many online advertisers don’t question the origin, accuracy or scale of the audiences they buy programmatically. 

Right next to fraud and viewability, measurement and audience validation should be at the foundation of marketing success metrics for 2017. 

Defining Data

Firstly, it’s important to understand some basic truths about data in order to understand it’s role in programmatic advertising.

  • Offline data
  • This tends to be derived from PII (personally identifiable information)
  • Online data
  • Anonymous data even if it was derived from PII originally
  • 1st Party Data
  • Data which marketers collect and own e.g. site registrations, surveys. This data is often deterministic meaning it has one-to-one correspondence with the actual attributes and behaviours of individuals and their devices. This data has greater accuracy but can often lack scale.
  • 3rd Party Data

Data owned by another source who then sells it to marketers. This data can be deterministic or probabilistic (based on inferred or modelled attributes rather than one-to-one correspondence). When probabilistic, this data is easy to scale but can be less accurate 

What are the data dilemmas? 

  • Accuracy Drops

Many companies strive to move their offline customer personas and models online. However, this process typically causes data segments to retain only 20-50% of their accuracy. To compensate, companies then over-model, leading to poor online targeting performance.

  • Time Sensitivity

On-boarded data (and most 3rd party) is time sensitive. The time needed to integrate data into a DMP/DSP usually causes additional data decay. Using this stale data causes results to suffer.

  • Weak Models

The more attributes you have on consumers the better you can predict their behaviour. However, if using 1st party data – which can suffer from a lack of scale - modelling platforms will not have enough data to provide accurate models

Applying the Wrong Measurement Methodology

Data measurement is not a one size fits all process. Programmatic systems use either panel or predictive measurement. Panel measurement relies on small deterministic data to infer coverage while predictive measurement scores the entire internet with a probability score for greater granularity. While panel measurement works well for targeting large samples, accuracy drops when measurement requires more granularity.

 The data you need

 Online advertisers need to constantly optimise their campaigns to drive the success of their campaigns. This means not only using quality data but also quality measurement methodologies. Advertisers should seek to leverage data that is: 

  • Fresh – data that was recently collected
  • Massive – smaller data can make modelling difficult and inaccurate
  • Accurate at scale – to target large samples, it should not loose accuracy when scaled

This means that as a marketer you should:

  • Never assume your programmatic partner’s data meets your standards
  • Ask lots of questions
  • Know the methodology used and the source of all the data that powers your targeting and measurement

Contact Anthony Ord from Acquire Online to see how to use data most effectively to maximum ROI. Ph 027 649 9198

Source: Huffingtonpost

 

 

 

Topics: programmatic, DATA

Moment Marketing grows Arms and Legs

Posted by Jo Woodward on Sep 12, 2017 11:07:00 AM

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The growing influence of mobiles is changing consumers behavior with more people turning to their smartphones to perform internet searches, watch videos or shop online. 

On top of that, they are more impulsive, impatient and desire instant gratification. Google calls these micro-moments.

Three trends to keep in mind when thinking about your consumers and their mobile searches:

  • On the spot decision-making

Search interest in “open now” has tripled in two years while at the same time “store hours” have dropped – showing us that people are searching to meet an immediate need rather than planning ahead.

  •  Expect immediate delivery

Looking at search data we can also see that expecting a product or service right away has become the new consumer normal. Mobile searches related to “same day shipping” have grown over 120% since 2015. Rather than running an errand during the work day, people are turning to their devices to find a business that can do the running around for them.

  • Impromptu planning

Consumers are turning to mobile searches to get things settled in a hurry. A perfect illustration of this is travel planning. Over the past 2 years, same day travel-related searches have grown by 150% on mobile. Searching for “flights today” or “hotels tonight” is the new normal.

The Opportunity

Brands need to offer the information consumers want to get when they want it. This means that fast, frictionless and relevant information is a must. In 2016, 53% of visits were abandoned if a mobile site took longer than 3 seconds to load.

Mobile users want to know, go, and buy swiftly.

Programmatic technology has created a way for brands to establish a deeper connection with consumers by targeting the right audience with the right message at the right time.

Be there. Be useful. Be quick.

Contact Anthony Ord to discuss the best targeting options for your brand, Ph027 649 9198

 

Topics: programmatic, Mobile

How to use Marketing Automation to Drives Sales

Posted by Anthony Ord on Aug 24, 2017 9:00:00 AM

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What is Marketing Automation?

Marketing automation is simply, software that promotes an offering through multiple online channels, such as SEO, email, search, social media & paid advertising on websites. The purpose is really to automate repetitive tasks, increase efficacy and optimize towards a specific objective, such as online sales, lead generation, product education or some sort of brand engagement.

Originally, the focus was on SEO and email marketing but now with merging of adtech & martech…..marketing automation refers to a much broader range of automation and analytic tools….such as Hubspot (inbound), Realytics (TVC analytics), Taboola & Outbrain (native ad platform) Media Math & Rocket Fuel (programmatic DMP and DSP) and Doubleclick Campaign Manager (for advertising attribution).

Why Marketing Automation?

There is always increasing pressure to create more conversions with less budget and increase ROI. Marketing automations helps Marketers and their Agencies to connect with consumers at key moments of influence to increase sales or lift awareness.

It’s about getting your Data Management Platform (DMP) and Demand Side Platform (DSP) to work with your Customer Relationship Management software (CRM) and Marketing platforms to deliver a robust integrated marketing solution. Every platform should learn from each moment of a customer interaction to deliver and optimise media spend to engage, upsell and retarget consumers across addressable programmatic channels including display, video, mobile and social—simultaneously.

What are the advantages?

Programmatic marketing opens up a series of opportunities, which would not be possible if ad placement was done manually as it has been done in the past, including:

  • procure digital media without having to pre-negotiate a price,
  • pay only for the relevant impression that they actually received,
  • buy digital media across publishers & devices (omnichannel),
  • optimize quickly towards performance goals
  • targeting each individual accessing a web site, reduces wastage
  • customer data identifies what, where & when a message will resonate with each individual.

 Talk to Acquire Online today about how we can get your Marketing Automation effort optimizing across all many paid media channels……email, social, search, display, online video, broadcast television (with Realytics) native and online audio.  

 

Topics: programmatic

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

Are you running your programmatic campaigns like The Boss?

Posted by Zane Furtado on Mar 1, 2017 2:29:10 PM

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Topics: programmatic

Digital Hopscotch - Are you skipping your way to a conversion?

Posted by Zane Furtado on Feb 24, 2017 9:24:06 AM

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Topics: programmatic

How are you stacking up against the laws of #programmatic?

Posted by Zane Furtado on Feb 17, 2017 1:45:59 PM

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Topics: programmatic

Are you playing the Programmatic game right?

Posted by Zane Furtado on Feb 1, 2017 10:54:10 AM

Topics: programmatic, News

The Game of RTB

Posted by Zane Furtado on Jun 17, 2016 11:23:29 AM

 

 
 
 

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

 

 

 

Topics: programmatic, RTB 101