TOM WRIGHT
Head of Trading, Tomorrow TTH
REAL-TIME BIDDING
Segment & Understand Your Audience
5
As users start flowing through your audience segments, there are technologies available
to conduct audience profiling and look-a-like modelling based on common cookie data points. This can be done down to product level or against any behaviour witnessed by your tracking infrastructure.
price and device weighting need to be adjusted to source more of this inventory to test whether this conversion pocket can be scaled.
Optimise 8
Weight resource to areas that work, reduce in areas
that don’t – it’s the process of efficiency. Testing new and innovative inventory, partners, formats, devices, and strategies
needs to be realistic and achievable. Harvest The Data 6
This is where sleeves need to be rolled up and it’s time to get your hands data- dirty.
Time of day, day of week, device, publisher, placement, creative, exchange, bid price, first event, last event are all examples of just some of the vast amounts of data points available that need to be analysed, interpreted, and translated into…
Actionable Insights 7
Data analysts are able to conduct trend analysis on a daily basis into the real time
movement of campaign data, that can be turned into real time optimisation action. For example, do immediate conversion rates lift at 3pm on Tuesdays on mobile devices? Then frequency, bid
Setting out clear performance indicators and a timescale for which to obtain this
should never be ignored. Campaigns are often broken into hundreds of different items all designed to work in slightly different ways or combinations to find that ‘perfect storm’ of performance and scale.
Repeat 9
Optimisation is a continuous cycle – campaigns need to be given the
room to ‘breathe’ – opening the taps of scale to find new pockets of potential, then cutting the “fat” down, leaving more areas of performance than there were before. Over time, this
orchestrates into a well optimised, fluid campaign that meets advertising, with enough room to evolve with the
way users engage with media. Integrate
10
It’s not enough to line up a bunch of siloed media partners across search, social, SEO,
programmatic into a media plan that simply aggregates the numbers into a convenient ‘multi-channel’ weekly report. Attribution, duplication, and
path to conversion are all critical and measurable dimensions of campaigns that can, and should, be at the core of trackable media. Integrating campaigns into a centralised ad server and measuring paid media channels respective of each other whilst monitoring the uplift of organic and brand search equips you with the data and insight to run fluid, responsive campaigns. Much like how analogue evolved into digital, digital is evolving into programmatic. Programmatic is not a channel anymore, rather a data led infrastructure transforming media buying from a monthly ‘plan, buy, measure, optimise, repeat’ campaign cycle to a real time, adaptive and responsive medium demonstrating true symbiosis with all channels willing to integrate.
tomorrowtth.com
55 issue 30 summer 2017
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