Programmatic digital display advertising is more profitable than ever before, yet your programmatic team is most likely losing you money.<\/p>\n
Programmatic advertising \u2014 the buying and selling of advertising space in real time using computer algorithms \u2014 will account for $59.5 billion in ad dollars this year, or 85% of the U.S. digital display ad market, according to eMarketer. Of that, two-thirds of those automated dollars will go to mobile. Nearly one of every two ad dollars will go to video.<\/p>\n
Plenty of connected TV sources have ventured into the programmatic pool \u2014 A&E Networks, for example, has seen steady income after making its digital inventory widely available through programmatic marketplaces.<\/p>\n
Given these high-profile fireworks, many advertisers are jumping into programmatic with both feet. As always, however, getting tangible value out of digital media takes work and a programmatic buy is not a guarantee of success. As Brian Sykora, associate director, data products at Advantage Performance Group, puts it: \u201cWhen you buy programmatically, it\u2019s easy to fall into the trap of letting the platforms do the work. You have to treat it like any other campaign: Define an objective, put the right targeting tactics in place, then measure against your goals.\u201d<\/p>\n
As programmatic continues to boom, make sure your team is getting the most out of its campaigns by avoiding these three common pitfalls:<\/p>\n
Most companies have a go-to demand-side platform (DSP) \u2014 an automated buying platform, where advertisers and agencies go to purchase digital ad inventory \u2014 that they use for all their purchases. Maybe it\u2019s the cheapest option, maybe they cut an agreeable deal or maybe it\u2019s just the way they\u2019ve always bought programmatic inventory.<\/p>\n
A good programmatic team knows, not all DSPs compete in auctions the same way \u2014 each one offers a different selling point. DSPs also differ widely in their data availability. Some platforms give access to a set group of third party \u201cco-ops\u201d for lower prices, while others only give the option of layering in third-party data. The way data is priced and layered into a buy can make all the difference for a campaign, so your team must constantly evaluate which DSPs, or combination of DSPs, best serve your needs.<\/p>\n
The average marketer uses three DSPs, according to AdExchanger. Your team should be platform agnostic, aligning platform picks with campaign goals and objectives.<\/p>\n
Using the right DSP is one of the biggest decisions a trading desk must make. Ensure your team knows which selling points and unique value propositions to weigh when making its DSP selection. Being platform agnostic is helpful in eliminating biases in tech decisioning.<\/p>\n
It has never been easier to effectively reach specific target audiences. Display, OTT (streaming) video, native impressions, mobile, streaming audio \u2014 the list goes on. In the past, advertising was broken into two types of inventory: traditional and digital. Digital encompassed all things mobile and desktop, while traditional covered physical billboards, radio, TV commercials and print.<\/p>\n
With the rise of programmatic, the realms of digital and traditional have bled into one another. It\u2019s your programmatic team\u2019s job to figure out how to leverage traditional assets with their digital counterparts. This could mean repurposing audio spots meant for radio to Spotify or running video assets on connected TV (programming accessible via the Internet, rather than cable provider).<\/p>\n
Earlier this year, Verizon media even added digital out-of-home (DOOH) inventory to its omnichannel DSP lineup, allowing advertisers to place ads on screens in airports, bars and elevators. Each screen offers a different audience and a different reach. Your team must tailor its inventory to specific campaigns, picking and choosing which ad spaces will best meet your client\u2019s goals. But reaching a particular set of audiences is the first step. Managing frequency across display, OTT video and out of home video is what allows programmatic to excel.<\/p>\n
This step is especially important when aligned with consumer journey mapping\u2014ensuring each media placement supports a cohesive experience across touchpoints.<\/p>\n
A good programmatic team delivers on campaign goals. A great one knows how to prove it. Whether the inventory is purchased through CPMs (cost per thousand impressions), CPEs (cost per engagement) or CTRs (click-through rate), your programmatic team must draw clear lines between the media spend and the end results.<\/p>\n
This goes beyond simple eyeball tracking. Your team must have the right attribution system in place to fully capture the impact of your digital spend. This, of course, is easier said than done. Attribution continues to evolve as offline data, like in-store visits, becomes easier to tie to online spend.<\/p>\n
Major players enable advertisers to measure sales lift at retailers. This helps advertisers understand how their media spend is affecting purchases at individual stores and markets. Multichannel spend means multichannel impact and having the right attribution platforms in place can make the difference between a lackluster programmatic campaign and a core driver of impact.<\/p>\n
It\u2019s crucial to back up your programmatic campaigns with the right attribution platforms. In today\u2019s digital marketplace, your team can\u2019t afford not to.<\/p>\n
As programmatic advertising approaches adulthood, your team needs to make the most of every opportunity. That means clearly defining each campaign\u2019s objectives, using carefully chosen DSPs, allocating plenty of quality inventory and using the right measuring tools and third-party verifiers to justify ad spend.<\/p>\n","protected":false},"excerpt":{"rendered":"
Programmatic digital display advertising is more profitable than ever before, yet your programmatic team is most likely losing you money. Programmatic advertising \u2014 the buying and selling of advertising space in real time using computer algorithms \u2014 will account for $59.5 billion in ad dollars this year, or 85% of the U.S. digital display ad […]<\/p>\n","protected":false},"featured_media":2451,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"mrktblog-category":[41],"class_list":["post-2452","mrktblog-posts","type-mrktblog-posts","status-publish","format-standard","has-post-thumbnail","hentry","mrktblog-category-advantage-news"],"acf":[],"yoast_head":"\n