The Top 5 FAQ's When Considering Programmatic

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Information about The Top 5 FAQ's When Considering Programmatic

Published on November 30, 2017

Author: hanapinmarketing


1. 1 The Top 5 FAQ’s When Considering Programmatic HOSTED BY:

2. Presenters • Myles Younger – Director of Marketing at MightyHive – 10+ years in ad tech, digital marketing + advertising, B2B marketing – Co-founded dynamic ads platform • Bryan Gaynor – Account Manager at Hanapin Marketing – PPC Hero Blogger – @BryanGaynor12

3. – Run the world’s most popular PPC blog and conference. – We manage and optimize global paid search, paid social, and display programs. – Within 12 months, brands can expect a 250% increase in their growth trajectory. Who is Hanapin?

4. Our Clients

5. Join the Conversation Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.

6. Live Poll Question #1 How long have you been in Marketing? #thinkppc A. Less than 2 years B. 2-5 years C. 5-10 years D. 10+ years

7. Top Five Programmatic FAQs 1. What is “Programmatic?” 2. How do I know I need Programmatic? 3. How do I pick a Programmatic Stack? 1. What ad inventory is available via Programmatic? 2. What is available for reporting? 3.X Bonus FAQs!

8. #thinkppc What is PROGRAMMATIC? [FAQ #1]

9. What came BEFORE programmatic?

10. What came BEFORE programmatic? Hmm, haven’t seen your fax come through! Sorry, we don’t accept scanned docs, only faxes! Whoops, fax machine was out of paper! My B!

11. Ad Networks = more scale Site A Site B Site C Site D Site E Site F { Now I work at an Ad Network!

12. Let there be Programmatic! Site A Site B Site C Ad impressions Ad impressions Ad impressions {

13. Meanwhile, several billion times a day... Ad impressions ONE AD IMPRESSION (do you want to buy it?) (OK, how much will you pay?) FUN FACT: This is what “Real-time Bidding” (RTB) is.

14. Hmm...this reminds me of something...

15. Now back to that ad impression ● Audience / suppression lists ● Page URL, publisher site, ad placement ● Cookie data ● Device data ● Geographic data ● Time of day ● Customer ID ● Previous ad views, clicks, conversions ONE AD IMPRESSION (do you want to buy it?) (OK, how much will you pay?)

16. Let’s blow this out ● Impression ● Level ● Data ONE AD IMPRESSION Product feed CRM / customer profile data 3rd party audience segments { API (weather, travel, etc) User / cross-device / household graph Publisher user/visitor data

17. Programmatic craves FEEDBACK Ad impressions ● Clicks ● Views ● Interactions ● Completions ● Site-side goals ● Attribution ● Conversions / revenue ● Creative optimization

18. Data begets data begets data begets data Gee whiz! That sure is a lot of data!

19. Eventually: logo barf

20. So what is Programmatic? It’s a methodology, rather than any specific technology. Programmatic integrates data & technology to efficiently & intelligently manage digital advertising.

21. Control of your data Unified technology That covers every facet of digital buying, programmatic included. Total control over collection, usage and portability. A single view of the user Deduplicated, cross-device, for measurement, attribution and optimisation. The Programmatic Vision

22. The Programmatic Pillars Audience Who should I target? Inventory Where should I target them? Creative What ad should I target them with? Decisioning How should I spend my budget? Feedback What did I learn?

23. The Programmatic Pillars Audience Inventory Creative Decisioning Feedback

24. That was a lot. Let’s relax a sec.

25. #thinkppc What are the BUSINESS USE CASES for Programmatic? [FAQ #2]

26. When Does Programmatic Make Sense? “I want to move towards a view- through or data driven attribution model.” “We want to remarket to our audiences with dynamic creative.” “I want to connect my own CRM data to my ad buys.” “How can I buy cross-exchange and track all my buys in one place?” “We need to improve the efficiency of our prospecting campaigns across networks.” “I need help optimizing the reach and frequency of my display buys in real time.” “I need a way to efficiently manage and report across multiple search engine accounts.” “How can I get more visibility into my cross-channel and cross- device buys today?”

27. When Doesn’t It Make Sense Programmatic is not for everyone, and that is ok. ● You don’t have budget to test ● Immediate results are expected ● View through conversions are not part of your attribution models ● This is your first experience with display advertising.

28. #thinkppc How Do I Pick a PROGRAMMATIC STACK? [FAQ #3]

29. FAQ 3.1 - Inventory and Audience What Inventory and Audiences are available?

30. FAQ 3.1 - Inventory and Audience You know your audience of customers and prospects. Will your stack allow you to reach them? ● Where are they in the world? ● What languages do they speak? ● Will you be targeting people, households, cookies, geographies, demographics, interests, Device IDs, IP addresses...or something else? ● Of your target, what % is reachable with your stack? ● Can you target your own customer / contact / user lists?

31. FAQ 3.1 - Inventory and Audience Can you reach customers and prospects in the digital world THEY inhabit? ● What devices do they use? ● What do they like to read, view, watch, or play? ● What variety of ad channels and ad formats is available?

32. FAQ 3.1 - DoubleClick Creative Formats Dynamic Display Expandable Display Masthead Skippable VideoDisplay Forced View Video TrueView YouTube Bumper Mobile VideoInteractive Video High Impact Display Lightbox SkinsIn-App AdsMobile Display

33. Auction Multiple pubs & buyers Unreserved inventory Real time bidding Auction/Upfront Agreement One pub, multiple buyers Unreserved inventory Real time bidding Upfront Agreement One pub, one buyer Unreserved inventory Fixed price Upfront Agreement One pub, one buyer direct Reserved inventory, tagless Fixed price Upfront Agreement One pub, one buyer direct Reserved inventory, tagged Fixed price (by invitation) Consolidates buying to one platform with one invoice More premium inventory available via programmatic Deal transparency and measure performance across all inventory More efficient with a tagless workflow RTB pubs & exchanges RTB pubs using Deal ID RTB pubs using Deal ID DFP Publishers Non DFP Publishers Open Auction Private Auctions Preferred Deals Programmatic Guaranteed Traditional Tag-Based FAQ 3.1 - DoubleClick Deal Types

34. FAQ 3.2 - What should I measure? What SHOULD I measure? What CAN I measure?

35. FAQ 3.2 - What should I measure? Viewability Was my ad seen? Fraud Was it seen by a human? Verification Was it seen in the right environment? Cross DeviceIs there tracking across devices? Audience / GRP Was it seen by my target audience? Brand Lift What branding impact was there? Sales Lift Did it result in an offline conversion? Attribution Measure all devices and channels

36. FAQ 3.2 - Report on Customer Journeys ● Comprehensive reporting for analysis and optimisation ● One centralised solution for reporting on all your data ● See how display impressions and clicks drive site traffic (and engagement on site) ● Understand the path to conversion

37. #thinkppc Additional Programmatic Considerations [FAQ #3.X]

38. Walled Gardens? Inside or out? WALLED GARDENS “UN-WALLED” GARDENS?

39. Why Should I? ● The consumer journey has changed ● Programmatic technology allows advertisers deliver a unique experience at each stage in the consumer journey. ● Display is expected to outspend search by the end of 2017 with 82% of these ads being bought programmatically. ● Advertisers (and Competitors) are becoming aware. Searches around programmatic have increased over the past 5 years

40. Integrated stack or point solutions? Should you go all-in on an integrated stack, or create your own stack from available point solutions? ● How many components do you need? ● Cost ● “Walled Gardens” usually require less stack-building ● Do you have unique / bespoke needs?

41. Pricing model What programmatic ad pricing models work best for your company and your marketing goals? ● “Black box” performance (CPC) or self-directed CPM? ● Flat fees and minimums? ● What happens to cost as your programmatic footprint scales up OR down? ● Pricing / cost / billing transparency

42. Service What level of service is available? ● Service tiers (full / managed / self) ● Account management and support staff ● Helpdesk and support documentation ● What level of help do you anticipate needing? Do you have in-house expertise? ● Training?

43. 1996 DoubleClick’s ad server DCM built 20 years ago 2004 DoubleClick stack developed with the acquisition of Search Management 2007 Google purchases and starts rebuilding on Google infrastructure 2005 Urchin acquisition (Google Analytics) 2010 Google purchases DSP Invite Media and starts rebuilding into DoubleClick Bid Manager 2011 Google Analytics Premium launched 2014/15 DoubleClick rebrand and purchases of industry leading fraud and measurement companies 2016 GA360 Suite launched How Google/DoubleClick built its stack

44. End Result: An Integrated Solution Audience Inventory Creative Decisioning Feedback

45. #thinkppc Other stacks to consider

46. Other Stacks Are Developing Strengths: site-side products, creative tools Weaknesses: no ad serving solution, weak on attribution, no unique data or inventory for media buying Strengths: interesting user and device data, unique inventory Weaknesses: not an integrated solution today, unclear to the extent 1st party data can be leveraged

47. While New Stacks Emerge Sizmek: acquired by a private equity firm in 2016, then acquired RocketFuel this year. Takeaway: Integrated stacks are greater than the sum of their parts. Sizmek, an ad server, and RocketFuel, a DSP and DMP, have come together to work towards their own stack. Oracle: acquiring ad tech and martech companies aggressively. Takeaway: Oracle has a strong foothold with CIO's / CTO’s, but is relatively limited when it comes to ad tech assets, hence these three acquisitions.

48. Great Data, No Stack (Yet?) Strengths: the Gold Standard of purchasing history data Weaknesses: only recently started developing their DSP from scratch so lacks key features like the ability to integrate with DMP's (for now) Strengths: one of the world’s largest software companies, unique data assets especially via LinkedIn, strong B2B potential Weaknesses: much weaker on cross-device than Google, no stack solution Strengths: huge reach, great behavioral, demographic, and cross-device data Weaknesses: can only buy inventory on Facebook, limited 3rd- party tracking/verification, unclear strategy

49. Control of your data Unified technology That covers every facet of digital buying, programmatic included. Total control over collection, usage and portability. A single view of the user Deduplicated, cross-device, for measurement, attribution and optimisation. The Programmatic Vision

50. Confidential + Proprietary Proprietary + Confidential 1B+1B+1B+1B+1B+1B+1B+ 1B+ Google users Reach millions of people, across their entire day Cross-Device is critical to programmatic measurement and optimization

51. #thinkppc Thank you! [Fin.]

52. Offers! A. I’d like $1K off setup fees for MightyHive. B. I’d like to stay up-to-date on Hanapin’s all-PPC conference, Hero Conf. C. No, thanks.

53. Live Q&A Time!

54. #thinkppc Thank you for attending our webinar! #thinkppc Contact Hanapin Directly: Contact MightyHive Directly: Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf

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