FIGARODIGITAL.CO.UK
Decide Where To Trade Your Media
1
With Programmatic Buying
Point Plan: Getting Started
Programmatic buying might seem like a daunting step up for your business, but Tom Wright, Head of Trading at Tomorrow TTH explains that it doesn’t have to be.
There are a multitude of options these days as to who can handle the trading of an
advertiser’s budget. One route is to outsource a campaign to an ITD (Independent Trading Desk) which assembles ad technology partners into ‘Tech Stacks’, often with proprietary technology to offer programmatic buying with various unique selling points such as algorithms, reporting or audience management. This comes at a cost due to loss of ownership and/or control of your data and large internal margins taken to sustain high tech costs. If you use a media agency to handle your planning and buying, they may outsource directly to the Demand Side Platforms that power the Independent Trading Desks. While going directly to the technology partners often allows for bespoke innovation and customised features, the degrees of separation between an advertiser and the publisher mean budget becomes diluted and communication delayed. Finally, your agency may have
its own ATD (Agency Trading Desk) which provides a trading arm in-house that centralises trading under one roof. Whilst your agency may be biased towards their own ATD, it’s usually for good reason. Agency trading desks can benefit from first party insight and data drawn directly from other managed channels such as PPC and Social – rather than acting as a standalone, siloed channel.
Establish Realistic KPIs 2
Deciding what you want from your campaign is critical. This may sound
obvious, but setting out clear performance indicators and a timescale for which to obtain this needs to be realistic and achievable. Due to the vast scale of inventory and audiences available, there is a steep optimisation curve that usually frightens those new to programmatic. A three month plan with reducing CPA caters for this.
Tag Up Your Funnel & Goals 3
The need to understand your conversion funnel is an obvious requirement.
But translating this funnel and its implied conversion propensity into audience segments that can be re-engaged at different times with different messaging is critical to programmatic success. Real time bidding should allow
for real time, relevant messaging, and tagging up your conversion process from top to bottom allows for drop-off visibility and appropriate, timely messaging.
Retarget & Listen 4
Retargeting allows you to run campaigns against your funnel segments; measure
engagement and response to each stage in the conversion process whilst listening to the publishers that your audience are browsing on when not on your site – a perfect way to start building a prospective site list.
54 issue 30 summer 2017
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