Everything you need to know about programmatic series featuring extracts from our co-authored guide with ISBA - This extract is taken from Vol Three ... Download the full guides here.
How can advertisers’ digital marketing objectives be met through effective programmatic campaigns? Firstly, the traditional process of brief, plan and monthly panel results has to be put to one side. Programmatic technology allows for real-time data to feed continually back on the success or failure of tactics. The ability to make decisions on the fly, based on robust information should ideally lead to flexible, always-on advertising.
As programmatic is not just another way to buy the same media, it needs to be treated differently, beginning with the planning stage. Too often a programmatic campaign suffers from the constraints of pre-existing display objectives. Programmatic’s potential can be exploited by focusing on a full discussion of the business goals, the data assets that can be utilised and the target audience. By using a test-and-learn structure to find out more about customers and prospects, insight can be used to adapt plans and optimise the campaign.
The next stage is to organise data and connect it to the programmatic ecosystem. This is important primarily because it offers a competitive advantage in an auction. In addition, first party data can be used to unlock insight and new audiences. However, challenges often occur with data formatting and the integration of existing technology partners. The key to saving time and resource is using programmatic technology that is set up for easy integration.
Before an advert is bought, strict procedures need to be implemented to ensure brand safety, minimise fraud, and track viewability. This is essential to ensure that advertising appears where expected and that the planned level of inventory quality is achieved.
The execution of a multi-channel, cross-device campaign can be complex. Although the technology does the heavy lifting, the display environment is fragmented. There are a number of processes and roles needed to ensure everything works: bids are being won for the right price, the right ads are being shown in the right places, and data is being collected and stored.
Optimisation is a very individual process, and this is where the value of programmatic over direct buying can be seen most clearly. Using campaign data to understand how each tactic performs and adapting it to maximise success can be achieved in many ways. Not all are equally effective. For example, some simple data points can include domain, creative and time of day, but the complexity quickly grows as the campaign is repeatedly optimised. Using both manual and algorithmic optimisation techniques can help roll out any changes quickly and at scale.
After a week or two of data is accumulated, marketers can take a broad look at the campaign, decide which inventory sources are working, which creative needs to be redesigned and which data sources should be rolled out. Additionally, insights into audience reaction to specific messages can be applied across the entire digital plan, not just programmatic.