Programmatic Elementes Guide: 85 elements of programmatic success
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The document outlines the essentials of programmatic media buying, emphasizing its automated nature through demand-side platforms (DSPs) that integrate various inventory sources, data, and technologies for targeted messaging. It categorizes programmatic elements into five groups: inventory, marketplaces, platforms, creatives, and data, aiming to provide marketers with insights for effective campaign planning and execution. Additionally, it covers the importance of audience data and RTB (real-time bidding) in optimizing campaign goals such as reach, clicks, leads, and engagement.
Programmatic Elementes Guide: 85 elements of programmatic success
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- 2. Index INVENTORY 02 Publishers Exchange Channel Marketplace /Open Marketplace Marketplace /Premium Marketplace Marketplace /PMP Marketplace /Programmatic Guaranteed Devices Devices /TV Devices /Out of Home Devices /Desktop Inventory / In-App Inventory Inventory / Web Inventory Devices / Tablet CREATIVES 04 Creative / Format Creative / Size Creative / Concept Creative/ Format / Display Creative / Format / Rich Media Creative / Format / Video Creative / Format / Media INTRO 01 Elements of Programmatic Media Targeting & Optimization How to use this guide? PLATFORM 03 Filters /Contextual Filters /Viewability Filters /Brand Safety Campaign / Frequency Cap Campaign / Pacing Targeting / Day of week Targeting / Time of Day Targeting / Browser Lat / Log Location / Country Location / Zip Code Location / DMA Location / Region DATA 05 First Party Data Second Party Data Third Party Data GOALS 05 Reach Clicks Leads Installs Views Engagement pág 3 pág 5 pág 5 pág 5 pág 5 pág 5 2 2
- 3. Programmatic Media Buying is the exercise of executing media buying task using software platforms in an automated manner, usually called DSP (Demand Side Platforms), integrating multiple sources of inventory, data providers and technologies. This automation brings efficiencies and extends the possibilities for marketers to show the right message, to the right audience at the right moment across devices and formats. Although programmatic media traders know all the alternatives available to plan and optimize their campaigns, it is not the case for marketers. The goal of this project is to provide marketers with full visibility of the potentials of Programmatic Media Buying, and help them make the most use of it. Elements of Programmatic Media Targeting & Optimization 01 3 3
- 4. The table of programmatic elements is divided into five groups. Each one represents a set of sub-categories based on their homogeneity and use. As an example, the elements of the Inventory group are divided in 4 categories: Inventory (source of advertising spaces), Marketplaces (type of access to that inventory), Type (class of inventory) and Devices (each device has their own inventory type). Clicking in each element or category includes a full description that will help you understand its use and how it interacts with other elements. We hope this will help you maximize your programmatic efforts! How to use this guide 4 4
- 5. PERIODIC TABLE OF PROGRAMMATIC Inventory Platform Creative Data Goals TARGETING AND OPTIMIZATION ELEMENTS Acquire key concepts and maximize your programmatic efforts Headway created an interactive tool to help you design, plan and execute your campaigns in order to reach your marketing goals and boost your business. 5 5
- 7. Inventoryreferstothesourcesofspaceavailabletoshow ads through Programmatic and is the first dimension of optimization for Programmatic media traders. The inventory available through programmatic varies based on the device where it will be shown and how it is bought. Inventory consists of four categories: Inventory (media and how it is categorized), Marketplaces (how the media space is offered to the advertisers), Inventory Type and Devices. Accediendo al espacio publicitario: Inventory Ch 11 O 19 Op 12 X 3 Pu 1 Ap 4 W 20 Pm 37 38 55 Pp 56 Tv Mo 73 Pe 74 Oh 7 7
- 8. Inventory A publisher is a producer of content that offers ad inventory, though often not through direct sales. Medium used by a company to advertise their products or services Channel A technology platform that facilitates real-time buying and selling of ad impressions across a network or multiple networks. The Open Marketplace is all the inventory available programmatically without the need to a special deal. Marketplaces Open Marketplace A Premium Marketplace is a private deal defined with inventory of specific publishers commonly not available through the Open Marketplace. Marketplaces Premium Marketplace A Private Deal negotiated between a buyer and seller to access specific inventory not necessarily available through the Open Market. A deal can involve priority negotiation of priority and floor prices. Marketplaces PMP Similar to a traditional media buy, in a Programmatic Guaranteed transactions both buyers and sellers agree on a fixed media buy for a specific number of impressions at a specific rate. from the buyer on pricing. Marketplaces Programmatic Guaranteed Inventory/Marketplaces Exchange Publishers 8 8
- 9. Ch 11 O 19 Dk 21 Tb 39 Cx 57 Vw 75 Fc 40 Pa 58 Br 77 Dm 60 Rm 61 Cs 62 6 Ti 59 Zp 42 D 43 Na 44 Dy 21 Cd 22 Bd 23 Ct 24 Rg 25 V 26 Op 12 X 3 Pu 1 Ap 4 W 20 Pm 37 38 55 Pp 56 Tv Mo 7873 Pe 74 Oh 76 Bs Is 79 Li 80 Cf 8 Inventory/ Inventory Type In-App Inventory Available inside mobile apps. Available on web browsers. Inventory/ Devices Desktop Advertising delivered to users con desktop and laptop computers. Advertising delivered to users on mobile devices, especially mobile phones Out of Home Advertising delivered to digitally connected Out of Home billboards. TV Advertising delivered to users on users on connected TVs. Advertising delivered to users on tablet devices.. Devices Tablet Web Inventory 9 9
- 11. Platform When running programmatic campaigns, the fundamental setup elements are those that control where the campaign will run, when and how often ads will be shown, how much an impression is worth for the brand and what pre-bid filters do we want to to apply to the inventory elements. Dk 21 Tb 39 Cx 57 Vw 75 Fc 40 Pa 58 Br 77 Dm 60 Ti 59 Zp 42 Dy 21 Cd 22 Bd 23 Ct 24 7876 Bs Is 11 11
- 12. Contextual targeting allows advertisers to reach users who are consuming a specific type of content. Contextual Data vendors usually offer keyword or theme base targeting. Contextual % of impressions that qualify as Viewable according to IAB standards. It can be verified on reporting or targeted using pre- bid filters. Viewability The maximum numbers of impressions a user will receive on a specific amount of time. Day of week where ad was delivered or targeted. Platform/ Filters % of impressions that appeared on Brand Safe pages. It can be verified on reporting or targeted using pre-bid brand safety filters. Brand Safety Platform/ Campaigns Pace on where the campaign will be delivered. Most of the time options include Even, ASAP or No Cap. Pacing Platform/ Targeting Specific hour when the ad was delivered or targeted. Time of Day Frequency Cap Day of Week Platform 12 12
- 13. Platform/ Targeting Type of browser where the ad was delivered or targeted. Geo-location where the ad was delivered or targeted. Geo targeting usually includes a series of datapoints that describes a specific region. Browser Lat/Long Platform/ Location Country where the ad was delivered or targeted. Country Zip Code usually is translated into lat/long coordinates where the ad is targeted or delivered. Zip Code DMA Designated market area where the population can receive the same (or similar) content.. Region DSP defined region inside a territory Platform/ Location 13 13
- 15. Creatives Finding the Creative Format that works best on each type of device can be the secret for campaign success. Depending on your goal you might want to focus on Mobile Video campaigns or Rich Media on Connected TVs. Advanced programmatic marketers consider Creative Types as a key element of optimization, while focusing on testing different Creative Concepts to increase engagement or conversion rates. Rm 61 Cs 62 La 63 D 43 Na 44 Ag 45 Rg 25 V 26 Df 27 79 Li 80 Cf 81 Co 15 15
- 16. Creative Creative/ Format Static or dynamic banner ad. Ad usually built in HTML5 that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content. Display Rich Media Video ad format delivered to the user on in-stream or outstream placements. Audio ads that can be used as pre-roll or mid-roll on audio publishers like music and radio streaming apps and podcasts. Video Type of ad unit that is served to the users. Such as display banner, video or audio spot. Concept is usually used to group an ad set accordingly to its message or goal. Dimensions of the ad unit. Creative/ Type Creative Concept Creative Size Creative Format Audio Ad units that adapt to each publisher editorial layout. Native 16 16
- 17. 05 Data 17 17
- 18. When planning a digital campaign, audience data is one of the most valuable marketer’s asset. It can limit campaign reach to a specific segment or you can A/B test different segments to find audiences with more affinity to the campaign or Creative Concept. Bydoing properdata planning, advertisers can segment their own audiences using user signals left on their site or app, or consuming their CRM to create a story telling. Data Marketplaces aggregate third party data from publishers or companies that can be used by marketers to reach previously untouch audiences. Data Ut 6 Ar 7 Et 64 Gn 46 Ds 28 Tm 65 Vg 66 Cc 47 Be 31 Hh 49 Pt 50 My 51 Ho 32 Hf 33 Ob 14 5 Re 13 Ce 15 Dt 29 Dw 30 Cp 48 82 Ed 83 Fa 84 Ms Us 67 Ot 68 Hl 69 Tt 16 St 34 Og 52 Fb Vw 53 8 Ac 9 Am 17 En 35 Ly 71 Or 70 B 18 18
- 19. Ut 6 Ar 7 Ch 11 O 19 Dk 21 Tb 39 Cx 57 75 Fc 40 Pa 58 77 Dm 60 Rm 61 Cs 62 La 63 Et 64 Ti 59 Zp 42 D 43 Na 44 Ag 45 Gn 46 Dy 21 Cd 22 Bd 23 Ct 24 Rg 25 V 26 Df 27 Ds 28 Tm 65 Vg 66 Cc 47 Be 31 Hh 49 Pt 50 My 51 Ho 32 Hf 33 Ob 14 5 Re 13 Ce 15 Dt 29 Dw 30 Cp 48 Op 12 X 3 Pu 1 Ap 4 W 20 Pm 37 38 55 Pp 56 Tv Mo 7873 74 76 79 80 81 82 83 84 Us 67 Ot 68 Hl 69 Tt 16 St 34 Og 52 Fb Vw 53 Cl 10 Rh 2 18 Ld 36 54 Vs 72 Eg 8 Ac 9 Am 17 En 35 Ly 71 Or 70 B Data owned by the advertisers. Sourced from its CRM, inbound campaigns or retargeting pixels. Data accesed through a data marketplace. Data licensed directly from a partner, not a marketplace. Data Third Pary Data Second Party Data First Party Data 19 19
- 20. 06 Goals 20 20
- 21. Ut 6 Ar 7 Dk 21 Tb 39 Cx 57 75 Fc 40 Pa 58 77 Dm 60 Rm 61 Cs 62 La 63 Et 64 Ti 59 Zp 42 D 43 Na 44 Ag 45 Gn 46 Dy 21 Cd 22 Bd 23 Ct 24 Rg 25 V 26 Df 27 Ds 28 Tm 65 Vg 66 Cc 47 Be 31 Hh 49 Pt 50 My 51 Ho 32 Hf 33 Ob 14 5 Re 13 Ce 15 Dt 29 Dw 30 Cp 48 Op 12 Ap 4 W 20 38 56 Tv Mo 7874 76 79 80 81 82 83 84 Us 67 Ot 68 Hl 69 Tt 16 St 34 Og 52 Fb Vw 53 Cl 10 Rh 2 18 Ld 36 54 Vs 72 Eg 8 Ac 9 Am 17 En 35 Ly 71 Or 70 B Each DSP has its own optimization algorithm. Using learned and pre-defined rules a DSP optimizes it Real TimeBiddingtoreachthegoalsdefinedbythemarketer. Goals Cl 10 Rh 2 18 Ld 36 I 54 Vs 72 Eg 21 21
- 22. Goals Optimize frequency and CPM to reach the maximum number of unique users Optimize Conversion Rates to maximize the number of leads acquired Leads Optimize CTR to maxmize the number of clicks on the defined budgetpartner, not a marketplace. Clicks Reach Optimize Install Rate to maximize the number of app installs. Installs Optimize video completion rates to maximize the number of reproductions Views Optimize engagement rates on rich media ad units Engagement 22 22