How to Achieve Great Campaign Results by Correctly Leveraging Programmatic Technologies
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The document outlines best practices for leveraging programmatic marketing technologies, focusing on demand-side platforms (DSPs), data management platforms (DMPs), and dynamic creative optimization (DCO). It emphasizes the importance of data utilization, audience segmentation, and continuous campaign optimization to achieve effective marketing outcomes. Additionally, it highlights the integration of various digital marketing pillars—talent, activation, measurement, data, and creative—to enhance campaign performance.
How to Achieve Great Campaign Results by Correctly Leveraging Programmatic Technologies
- 1. 1 HOW TO ACHIEVE GREAT CAMPAIGN RESULTS BY CORRECTLY LEVERAGING PROGRAMMATIC TECHNOLOGIES 16TH OCTOBER 2018
- 2. 2 CONTENTS The five pillars of effective programmatic marketing Demand Side Platforms (DSP) Data Management Platforms (DMP) Dynamic Creative Optimisation (DCO) Q&A AGENDA
- 3. 3 WHAT IS PROGRAMMATIC? “The application of data and technology in marketing”
- 4. WHERE IS PROGRAMMATIC TODAY? 4 MULTIPLE CHANNELS & DEVICES A VARIETY OF FORMATS PREMIUM INVENTORY TRANSPARENT AUDIENCE FIRST OPEN TECHNOLOGY
- 5. KEY PROGRAMMATIC TECHNOLOGIES 5 REAL TIME BIDDING (ADVERTISER) (PUBLISHER) ADVERTISER 1 2 3 4 5 6 DCO 7
- 7. 7 LARGE PLAYERS IN THE DSP MARKET
- 8. Create, activate and control a number of campaigns simultaneously through a centralised UI. CENTRALISED UI Enable a wide variety of inventory to be purchased through one platform e.g. Display, Video, Native, Mobile, In-app, DOOH, CTV etc. INVENTORY ACCESS Provide geographic, demographic, category, keyword, viewability and brand safety targeting options alongside the use of 1st, 2nd and 3rd party data to make targeting more effective. TARGETING OPTIONS Allow both manual and algorithmic optimization of campaigns to increase performance of campaigns to a given KPI. MANUAL AND ALGORITHMIC OPTIMISATION 1 2 3 4 5 Provide real-time reporting and analytics on how your media spend is performing against a variety of metrics. REPORTING AND ANALYTICS DEMAND SIDE PLATFORM MAIN CAPABILITIES 8
- 9. BEST PRACTICE WHEN USING A DSP 9 INSIGHT DRIVEN WELL STRUCTURED CONSTANTLY A/B TESTING BRAND SAFE/FRAUD FREE FREQUENTLY OPTIMISED DELIVERING HIGH PERFORMANCE
- 10. 3 2 1 Always A/B test and utilise a share of your budget for testing to ensure that you are able to identify new high performing audiences, publishers, formats etc. Utilise insights from all areas possible to inform targeting strategies, prior to launching a campaign. This could include previous campaign insights, consumer insight data, survey data etc. Structure your activity in your DSP in a way that allows you to report at the level of granularity that is required against your strategies, whilst still being able to manage the optimisation of your campaign. Ensure that those responsible for activating your campaigns in DSPs have a robust approach to ensuring brand safety and eliminating fraud to maximise the impact of your investment. This should include utilisation of both native DSP settings, whitelisting (sites and exchanges), as well as third party verification. CONSTANTLY A/B TESTING WELL STRUCTURED INSIGHT DRIVEN BRAND SAFE/FRAUD FREE 4 FREQUENTLY OPTIMISED 5 Campaigns should never be treated as a ‘set and forget’ strategy, they need to be frequently optimised and monitored when using both manual and algorithmic optimisation. There are a number of optimisations which can be made to a campaign and it is critical to monitor the impact that your optimisations have on performance. HOW TO DELIVER ON THE BEST PRACTICES 10
- 11. THREE BASIC OPTIMISATION & PACING LEVERS Frequency Cap Line Item Bid Viewability Threshold Good traders are able to find the correct balance between these three levers to achieve the lowest bid, at the most effective frequency and highest viewability, whilst still delivering the campaign budget and required performance. 11
- 13. CORE OPTIMISATIONS FOR ANY CAMPAIGN Device Domain Geographic Location Key Performance Indicator Analysis Negative: Exclude from Targeting Positive: Separate Tactic Two outcomes: 13
- 14. ADDITIONAL AREAS OF OPTIMISATION Connection Type Carrier or ISP Ad Position Format Size Audience Creative Day of Week Browser Operating System 14
- 16. 16 LARGE PLAYERS IN THE DMP MARKET
- 17. DATA MANAGEMENT PLATFORMS CENTRALISE DATA FOR SEGMENTATION AND ACTIVATION 17 4 - ACTIVATE DATA IN CHANNELS Display Social Search Video On-site Mobile CRM 3 - SEGMENT DATA 2nd Party Data (Partner) 3rd Party Data (Bought) 1 - INGEST DATA 1st Party Data (CRM/on-site/media) Dynamic Creative Optimisation Engine: Tailored message / creative STRUCTURED FOR MEDIA MARKETINGUNSTRUCTURED FOR MEDIA 2 – INSIGHT STRUCTURED FOR MEDIA DATA MANAGEMENT PLATFORM Discovering, building and managing audience segments in real time Many advertisers are investing in DMPs to centralise data collection and segmentation. DMPs offer a clearer, single view of the consumer for all of your digital marketing channels and ensure consistent messaging. A best practice DMP leverages all of the data at it’s disposal and integrates across an advertisers technology stack.
- 18. IMPORTANT CONSIDERATIONS WHEN WORKING WITH A DMP 18 Data Ingestion & Management Ability to and ease of centralising data Data storage & ownership Securely stored, and within your control Audience creation & expansion Speed and ability to overlay additional sources Activation & Integrations Integration with key tech (DSP, CRM, etc). Flexibility to add/reduce Reporting & Insight Getting useful information out of the DMP Security & privacy Align with relevant legislation (particularly important with GDPR) Service, support & commercials How the DMP is supported for your business from a resource and financial perspective Future Developments Planned development, ability to inform that roadmap
- 19. 3 2 1 Your DMP must be able to integrate with your existing key technologies e.g. CRM, DSP etc. to ensure that you can ingest data and activate against it. Consider how easily you can push data for activation and potential match rates with chosen partners. Ingest data from a variety of sources, focusing on those which will help you to deliver against your use cases, ensuring that you tackle the quick wins which will deliver tangible business results. Segment your data into audiences clearly with a consistent naming convention, keeping data hygiene and ease of use in mind. You should consider the regularity with which your data is refreshed in your segments. Your segments and naming conventions should be set in a way that allows you to gain valuable insights back from the usage and performance of your DMP. These insights should be utilised to further enhance your strategy. INTEGRATION & ACTIVATION DATA SEGMENTATION DATA INGESTION INSIGHT 4 DMP BEST PRACTICES 19
- 21. BRANDS ARE ALREADY USING MULTIPLE CREATIVE BUT LACK EFFICIENCY 21 79% of marketers believe that creative message has a strong impact on performance 80% of brands are creating multiple versions of ads for different audiences 75% of brands say that not having enough time is preventing them from testing and optimising display ads 27% of brands say lack of talent is the biggest obstacle to achieving ideal display ad creatives *https://www.youtube.com/watch?v=NHfuM-74IfY 21
- 22. ALIGNING CREATIVE WITH DATA, SEGMENTATION AND BUYING IS ESSENTIAL 22 4 - ACTIVATE DATA IN CHANNELS Display Social Search Video On-site Mobile CRM 3 - SEGMENT DATA 2nd Party Data (Partner) 3rd Party Data (Bought) 1 - INGEST DATA 1st Party Data (CRM/on-site) Dynamic Creative Optimisation Engine: Tailored message / creative STRUCTURED FOR MEDIA MARKETINGUNSTRUCTURED FOR MEDIA 2 – INSIGHT STRUCTURED FOR MEDIA DATA MANAGEMENT PLATFORM Discovering, building and managing audience segments in real time 22
- 23. DYNAMIC CREATIVE IS A SUBSET OF PROGRAMMATIC CREATIVE 23 Programmatic Creative Creative Management Platform (CMP) Dynamic Creative Optimisation (DCO) Programmatic Creative refers to a set of technologies that add speed, scale and automation to the creative process. CMPs and DCO are technologies which fall under the umbrella of programmatic creative. 23
- 24. THE BENEFITS OF PROGRAMMATIC CREATIVE 24 Tailor creatives to audiences Split test, learn and optimise Quickly turnaround a high volume of creative Right message, right user, right time 24
- 25. FEATURES OF DYNAMIC CREATIVE OPTIMISATION 25 DATA FEEDS AUTO-OPTIMISATION PERFORMANCE LED COMPLEX Utilise data feeds to inform creative decisioning. This could include time, device, weather, location, retargeting information, product catalogues, special offers, store information etc. Optimisations can be made to the creative by changing things such as the CTA, ad copy, images, offers etc. However, they must be able to replace each other without requiring adjustments to the formatting of the ad structure itself. DCO is typically used for large performance led campaigns where the number of impressions justifies the opportunity cost for testing so many variations and will provide statistical relevance when analysing creative performance DCO can be a complex process to define and implement, so a clear plan and timescales should be developed involving all necessary stakeholders 25
- 26. DYNAMIC CREATIVE OPTIMISATION PROCESS 26 Build dynamic creative use cases Build creative template and assign dynamic elements Identify required data sources Audit and align data sets Build dynamic rulesUpload to adserverTestOptimise creative rules Planning teams. Are the main use cases to reduce creative production or increase personalisation. Creative production. If the approach is data led, what data is required and where is it sourced? Leverage the expertise of your DCO partner. Technical teams. Is the data consistent enough to be used? Engage site/feed managers and adops teams. Planning teams/Creative production. Decide on what elements in the creative will be personalised. Creative production/Planning teams. Link the data sources and dynamic elements by implementing creative rules. AdOps/Creative production. The creative must be pushed to the adserver by the production team and then applied to campaign tags by the adserver manager. Media execution. Programmatic traders or partners must then test the creative. AdOps and your DCO partner can be leveraged to pull creative reports from the adserver. Creative production/Planning teams. Creative rules should be optimised towards high performing rule sets. This can be done using machine learning with some providers.
- 27. 3 2 1 Select the rules for creative decisioning that will be put in place up-front and check that they are implemented correctly to allow the creative to function in the expected way Ensure that you have a robust plan which ties your audience strategy to your creative strategy and involves all necessary stakeholders who will be a required at some stage in the process Define the data sources that are going to be used to power your DCO decisioning and ensure that the data is well structured with a clear nomenclature so that the data can be easily used It is critical to align and integrate with any media or data partners that may be required to contribute to the serving of the creative, for example ensuring that your DCO solution works well with your adserver and your DSP RULES DATA PLANNING INTEGRATION 4 QA 5 Once your feed and DCO solution is complete, creative must be QA’d to ensure that they are working in the expected way, delivering the correct creative based on the constraints and rules put in place. It can be a lengthy process to identify the cause of errors, so allow time for this in your QA process BEST PRACTICE APPROACH TO DCO 27
- 28. 28 THE FIVE PILLARS OF EFFECTIVE PROGRAMMATIC MARKETING
- 29. 29 EFFECTIVE PROGRAMMATIC MARKETING IS BUILT ON FIVE PILLARS TALENTACTIVATIONMEASUREMENT DATA CREATIVE
- 30. 30 WHEN ALL FIVE PILLARS WORK TOGETHER THEY DELIVER EXCEPTIONAL OUTCOMES MEASUREMENT More Accountable Meaningful Performance Relevant Insights DATA Greater Insight Audience Planning TALENT Exposure to Growth Drivers Integrate Insights CREATIVE Greater Engagement Highly Relevant Messaging Unified Consumer Experience ACTIVATION Agile Activation Audience Activation
- 31. 31 BRING THESE ALL TOGETHER TO UNDERSTAND YOUR CAPABILITY Execution Vision 10 9 8 7 6 5 4 3 2 1 0 0 1 2 3 4 5 6 7 8 9 10 4 – Data. 5 – Commercials. 3 – People. 2 – Technology. 1 – Measurement. 6 – Creative.
- 32. 32 PRIORITISE ALL ACTIONS TO ADDRESS CHALLENGES OR GAPS Investment BusinessValue Quick wins Big Results Nice to have Evaluate 1 2 3 4 5 6 7 8 9 10