Demystify digital episode 2 - programmatic radio
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This document provides a guide to programmatic radio and digital advertising terms. It explains the programmatic buying cycle, gives statistics on digital audio reach and time spent on audio apps, and outlines the benefits of programmatic radio such as finely targeted audiences and ability to track interactions. The guide also decodes common digital advertising acronyms and terms to demystify concepts such as behavioral targeting, click-through rate, cost per conversion, and view-through conversion.
Demystify digital episode 2 - programmatic radio
- 1. From the Digital Experts: An essential bite-size guide to the acronyms and underpinning of modern digital advertising. PROGRAMMATIC RADIO DEMYSTIFY DIGITAL P O W E R E D B Y
- 2. 3 Demystify 4 We demystify digital 5 The Programmatic Cycle 6 Digital audio weekly reach 7 Why invest in Programmatic Radio? 8 Buy radio Programmatically 9 Finely tuned audiences 10 19% of all app time 11 Target millennials 12 The benefits of programmatic radio 13 The stats 14 Demystify Digital: Decoding the terms CONTENTS DEMYSTIFY DIGITAL 2
- 3. DEMYSTIFY DEMYSTIFY DIGITAL 3 We continuously support our ad-agency clients, and are forever looking for new innovative ways to do that. One way is through our Demystify Digital Guides. This is the second instalment in the series and focuses on Programmatic Radio.
- 4. Pioneering Programmatic 1. WE DEMYSTIFY DIGITAL DEMYSTIFY DIGITAL 4 Crunch Simply Digital exists to make their clientʼs business flourish through digital media. Crunch specifically deals with online advertising, and specialise in programmatic media buying.
- 5. Billions of media buying decisions made in milliseconds drive unparalleled efficiencies from your budget. 1. Crunch inputs the targeting profiles 2. We move on to scanning the entire market place 3. Our Digital Consultantʼs identify target content or users THE PROGRAMMATIC CYCLE 4. We then bid against competitors for the space 5. Once we have bought the space we can serve the ad 6. Our in-house experts then analyse the response 7. And make adjustments to refine the targeting profiles 2. DEMYSTIFY DIGITAL 5 SIMPLIFYING PROGRAMMATIC Input targeting profiles Scan th e entiremarket Identifytargetc ontent Bid againstcompetitors Serve the ad Analyse response Adjusttargetingprofile 1 7 6 5 4 3 2
- 6. DEMYSTIFY DIGITAL “BY THE TIME YOUʼVE PICKED UP YOUR PHONE TO A MEDIA REP - TOO LATE, THE AUDIENCE HAS SHIFTED” - CRUNCH 3. DEMYSTIFY DIGITAL 6 Thatʼs 40% of the population DIGITAL AUDIO WEEKLY REACH 21.9 MILLION
- 7. 4. DEMYSTIFY DIGITAL 7 Appear on the biggest/most influential audio platforms Advertise to the most relevant audience Interact with people in a way traditional broadcasting cannot Track successes and interactions in real time Take the broad out of broadcasting Top 5 reasons 1. 2. 3. 4. 5. WHY INVEST IN PROGRAMMATIC RADIO?
- 8. 5. DEMYSTIFY DIGITAL 8 How will programmatic radio benefit your campaign? With programmatic radio, we are able to target users much more granularly. You can choose: When your ad will be served Where your ad is served Which listeners to target 1. 2. 3. BUY RADIO PROGRAMMATICALLY
- 9. 6. DEMYSTIFY DIGITAL 9 Radio has boomed. It has reverberated across the digital landscape by keeping audiences finely tuned. 79% of audio consumption takes place when people are engaged in other activities, where visual media cannot reach them. FINELY TUNED AUDIENCES
- 10. 7. DEMYSTIFY DIGITAL 10 Only when a user listens to 95% of the advert will they then be counted as an impression. Digital audio is becoming bigger than ever, with audio apps now accounting for 19% of all app time. THE 95% RULE
- 11. 8. DEMYSTIFY DIGITAL 11 Traditional broadcasting methods can sometimes be ineffective when trying to reach millennials. 75% of millennials listen to more music than baby boomers. That places radio as a valid channel to advertise to millennials. TARGET MILLENNIALS
- 12. 9. DEMYSTIFY DIGITAL 12 THE BENEFITS OF PROGRAMMATIC RADIO Easily target millennials Highly influential Logged in users provide valuable data Take advantage of cross platform advertising Target through geo-location and day parting 1. 2. 3. 4. 5.
- 13. 10. DEMYSTIFY DIGITAL 13 THE STATS of the adult population listen to online audio streaming weekly Listen to radio via a digital platform of 15-24 year old social media users receive updates about their favourite radio station Average number of hours people listen to online radio weekly 90% 42%6 in 10 Adults 1.049 Billion
- 14. Every trade and profession has a language of its own. Whether you call them power words, marketing spiel or buzzwords, the whole meaning is long-winded and often confusing. When it comes to digital, often you need to decode the terms to understand the data grit. Term Ad Rank A value thatʼs based on a combination of your bid amount, Quality Score and the expected impact from your ad extensions. Your Ad Rank determines your ad position Behavioural Targeting past browsing behaviours Clicks The amount of times your ad is clicked on Contextual Targeting Information on the contents of the webpage that a user is viewing upon ad call, usually used for ad targeting. For example, if the user is viewing a newspaper article about travel, an airline may wish to display on that page Conversions A conversion is when someone applies for something or Conversion Pixel ad, registering, making a purchase, or completing another action. Advertisers can place conversion pixels on a landing page, registration page, checkout pages, or elsewhere to track conversions Conversion Rate Conversion rate tells you how often, on average, an interaction leads to a conversion. This is calculated by: Total conversions/total clicks or interactions Converted Clicks The total amount of converted clicks DEMYSTIFY DIGITAL: DECODING THE TERMS At Crunch we get this, so to assist your clients, weʼve put together this useful digital decoder to demystify digital. Subscribe to our e-newsletter to receive future editions of our Demystify Digital series. DEMYSTIFY DIGITAL 14
- 15. Cookie browser and then sent back unchanged by the client each time it accesses that server. HTTP cookies are used for authenticating, session tracking, and storing information habits. Advertisers often use cookies to track the number and frequency of advertisements that have been shown. Cost Per Conversion The average cost per conversion is how much you have paid on average per conversion. IT is calculated by: Cost/ total conversions CPA Cost per action/acquisition. A payment model in which advertisers pay for every action, such as a sale or registration, completed as a result of a visitor clicking on their advertisement. Note that an “acquisition” is the same as a “conversion” CPC Cost Per Click is the average amount that a clicks costs. This is calculated by: Total Cost/Clicks CPM Cost Per 1000 Impressions is the average amount you have been charged for 1,000 impressions Creative The actual graphical advertisement itself. Common creative formats include GIF, JPEG, JavaScript, HTML, and Flash CTR Click Through Rate is the rate at which your ad is clicked as a percentage. This is calculated by: Clicks/impressions Frequency The act of limiting, or “capping” how often a particular creative can be served to a user. For example, an advertiser might use frequency capping to ensure that an ad could be shown to the same user no more than three times per 24 hours DEMYSTIFY DIGITAL: DECODING THE TERMS Google Display Network Includes a collection of sites that partner with Google, and Google sites such as YouTube and Gmail Google Search Network Includes a collection of sites that display Google search results including Google Search, Images, Maps, Shopping, Groups, and sites that partner with Google as search partners Impressions The amount of times your ad is seen In-banner Video In-banner video is a type of creative played in a standard banner rather than in a video player. Any banner placement may accommodate an in-banner video creative, if allowed by the publisher In-stream Video In-stream video is a type of creative played in video players on Web pages. This creative type uses VAST XML to ensure proper rendering in players and are shown before, in the middle of, or after other video content Interactive Advertising Bureau (IAB) An online ad industry association focused on the growth of the interactive advertising marketplace whose stated goal is to educate “marketers, agencies, media companies and the wider business community about the value of interactive advertising”. Read more at the IABʼs website Programmatic Buying Buying through automated means, for example, by setting up a campaign in a real time bidding exchange or other automated system Reach The number of unique user IDs that can be reached by online advertising DEMYSTIFY DIGITAL 15
- 16. DEMYSTIFY DIGITAL: DECODING THE TERMS Retargeting Targeting users who have performed an action in the past, who may therefore be more likely to perform the same or a similar task in the future. For example, an advertiser might wish to put a segment pixel on their website and then target users who have visited the website in the past because they are more likely to make a purchase Rich Media Rich media refers generally to media that has non-standard characteristics such as: Larger than ~40k, out-of-banner (OOB) behaviour, features like “post to Facebook,” plays video within a banner, or in-creative metrics collection. Expandable creatives are examples of rich media creatives ROI when money is invested. ROI can also be an idiom for ad trading and business in general A/B Split Testing A method used to determine the best ad. By showing multiple ads over a course of time, split testing helps determine which combination of ad headlines, ad text, View Through Conversion A View through conversion is when someone has seen your ad but then converted via an alternative route. For example, someone sees your ad on the display network but then decides to search for the product or service on the search network UTM Tags A UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name. This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to you Open Rate The rate in which email ads are opened. This is calculated by: emails delivered/opens Bounce Rate The percentage of visitors to a particular website who navigate away from the site after viewing only one page Dwell Time Dwell time is the actual length of time that a visitor spends on a page before returning to the search engine results page Google Analytics Google Analytics is a freemium web analytics service Ad Serving Ad serving describes the technology and service that places advertisements on web sites Conversion Rate Optimisation Conversion rate optimisation is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage Optimisation The process in which campaigns are adjusted to help them perform better Multivariate Testing Multivariate testing is a technique for testing a hypothesis multivariate testing is to determine which combination of variations performs the best out of all of the possible combinations Control The original page in an A/B split test or multi-variant test DEMYSTIFY DIGITAL 16
- 17. From the Digital Experts: An essential bite-size guide to the acronyms and underpinning of modern digital advertising. P O W E R E D B Y PRPGRAMMATIC RADIO DEMYSTIFY DIGITAL Stay in touch: crunchsimplydigital.com