What is programmatic display? Should I use it? What strategies can be used with it? How can I know which programmatic tool is right for my business? Does programmatic get a bad rap?
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
The Ultimate Guide to Programmatic Display Advertising - Bryan Duffin
1. A V A
L U
N C H
MEDI A
THE ULTIMATE GUIDE TO PROGRAMMATIC DISPLAY ADVERTISING
BRYAN DUFFIN, AVALAUNCH MEDIA
bryanwduffin@gmail.com
bryan@avalaunchmedia.com
2. WHO AM I?
PPC Director,Avalaunch Media
LEFT FRAUD INVESTIGATION @ EBAY
DIGITAL ADVERTISER (Agency & in-house)
MET MY WIFE THROUGH DIGITAL MARKETING
JUST HAD A BABY
DUNGEONS & DRAGONS
5. PROGRAMMATIC DISPLAY ADVERTISING
WHAT DO ALL PROGRAMMATIC
AD PLATFORMS HAVE IN COMMON?
Advertiser Trading Desk Demand-side
Platform
Sell-side
Platform
PublishersExchange/
Marketplace
Automated Trading = Programmatic Trading
Automated Buying Automated Selling
6. DOES IT GET A BAD RAP?
PROGRAMMATIC DISPLAY ADVERTISING
7. PROGRAMMATIC DISPLAY ADVERTISING
CONCERNS WITH PROGRAMMATIC ADS
LACK OF CONSISTENT MEASUREMENT/METRICS
LACK OF AGENCY TRANSPARENCY
LACK OF VISIBILITY ON THIRD PARTIES
AD FRAUD
VIEWABILITY OF ADS
BRAND SAFETY
49%
42%
39%
37%
35%
23%
According to senior ad buyers worldwide, December 2017
% of respondents
Note: Respondents chose up to 3.
Source: London Research, “The State of Programmatic Advertising” in
partnership with Truth, Jan. 8, 2018.
11. PROGRAMMATIC DISPLAY ADVERTISING
PROBLEM 3
LACK OF VISIBILITY ON 3RD PARTIES
DATA EXCHANGES
/BROKERS
RTB MARKETING
PLATFORMS
BLACK BOX
AUDIENCE
SEGMENTS What’s Inside?
• Actual behavior unknown
• Old data with new data
• Good data with bad data
• Fixed segment optimization
• Data sourced via brokers
13. PROGRAMMATIC DISPLAY ADVERTISING
AD FRAUD ISSUES
STATISTICS
Sources: WhiteOps, 2016; Adage.com, 2015; The Verge, 2017
$7.2
billion
Marketers lost
to digital ad fraud in 2016
fraud
takes $1
For every $3 spent
on digital ads,
1 in 5
ad-serving
websites
Fraud bots
are exclusive visitors of
14. PROGRAMMATIC DISPLAY ADVERTISING
AD FRAUD ISSUES (continued)
STATISTICS
8.3%
of display ad impressions
examined by Integral Ad Science
were
39% higher
bot fraud
Ads with a CPM greater than $10
experienced
Demand
outstrips
supply
Fraud is invited whenever and
wherever digital advertising
fraudulent
Sources: Integral Ad Science, 2016; ANA, 2016; WhiteOps, 2017
16. PROGRAMMATIC DISPLAY ADVERTISING
BETTER ADS STANDARDS
Today, the Better Ads Standards consists of 12 ad experiences that
research found to be particularly annoying to users.
17. PROGRAMMATIC DISPLAY ADVERTISING
BETTER ADS STANDARDS: DESKTOP
Targeted sites that had annoying ads:
Pop-up
ads
Auto-play video ads
with sound (Outstream)
Prestitial ads with
countdown
Large sticky ads
3, 2, 1 …
18. PROGRAMMATIC DISPLAY ADVERTISING
BETTER ADS STANDARDS: MOBILE
Targeted sites that had annoying ads:
Auto-play video
ads with sound
Pop-up
ads
Prestitial ads Postitial ads with
countdown
Full-screen
scrollover ads
Density >30% Flashing
animated ads
Large sticky
ads
Close
ad in
4
secs
3, 2, 1
…
19. PROGRAMMATIC DISPLAY ADVERTISING
RESULTS SINCE BETTER ADS STANDARDS
Show messaging based on where people have been on your site
42% of sites that were
previously failing are now
passing (as at Feb, 2018)
30 days to fix site after first
warning. The next stage is
Chrome not showing ads
More than half of people use
Chrome
20. Is it real?
Is it safe?
Is it viewable?
QUESTIONS TO ASK YOURSELF
ABOUT AD PLACEMENT:
PROGRAMMATIC DISPLAY ADVERTISING
21. PROGRAMMATIC DISPLAY ADVERTISING
THE MINDSET FOR PROGRAMMATIC
In a recent 2-week Act! campaign:
1776 people clicked on the ad
4289 people did not click, but went to the site after the
impression (measured through custom tracking)
Which means, about 71% of people went to the site after
the impression, NOT THE CLICK
Less than 16% of internet users click on banner ads
Moral of the story? DON’T OPTIMIZE FOR CLICKS
26. PROGRAMMATIC DISPLAY ADVERTISING
SITE RETARGETING
Show messaging based on where people have been on your site
Home page
& bounce
Blog
readers
Abandoned
cart
Made a purchase, but
not a complementary
item
27. PROGRAMMATIC DISPLAY ADVERTISING
CRM TARGETING
Target users from your existing database
Target people at each stage in your CRM, to
help get people further down the funnel
33. PROGRAMMATIC DISPLAY ADVERTISING
SIGNS THAT IT MAY BE TIME TO USE
PROGRAMMATIC
You’ve done everything you can think of
on the GDN
You have great CRM data
You have a lot of products
1
2
3
34. PROGRAMMATIC DISPLAY ADVERTISING
WHEN SHOULD I MOST LIKELY NOT USE
PROGRAMMATIC?
You do not have a significant budget
You do not value view-through attribution
You have not experimented with Display
advertising before
1
2
3
Programmatic is where one computer talks to another, talks to another, talks to another… really fast!
RTB utilizes programmatic processes, but RTB isn’t always synonymous with programmatic
Different platforms/tools today will connect multiple DSP’s and multiple SSP’s
In 2015, Ad Fraud was the #1 concern (was at 60%). It has since dropped. Brand safety concerns have also dropped.
It can insert itself in every stage of the funnel
View-through tracking is not the greatest with google analytics (it is sometimes possible with google analytics, and it takes a lot of work if it does)
Paid analytics/attribution tools require more money as well as additional setup to get some measurement on view-through tracking
Very commonly, agencies collect their fee as a markup on top of the cpm. The actual cpm is usually not reported to the client
Some agencies sell a set number of impressions, and also do not report the actual cost of those impressions or cpm’s to the client
Agencies are often limited in their ability to report good measurement without proper analytics setup or tools - the costs of these tools can be high and are typically on the client to provide
Research and use other tools for attribution or analytics. Do not rely on google analytics to meet 100% of your needs
Google attribution can be a simple first step to getting comfortable in using other tools in general
Black box segments cause visibility issues. They typically don’t work effectively over time
Create audiences with your unstructured data
These are the main reasons why people get scared to try programmatic display
However, fraud concerns have dropped.
Tools that utilize integrity partners don’t run into fraud, viewability, or brand safety issues
The Coalition for Better Ads has started blocking ads from showing on sites that are intrusive to a user
Who likes these ads?
4 ads were intrusive to desktop users
8 ad types intrusive to mobile users
When reviewing the list of sites that your ads have been shown on, ask yourselves these questions.
If you are able to comfortably answer them, then you know that your ad placements are good and you shouldn’t have to worry.
Hopefully we’ve reviewed and answered the main concerns that people have with programmatic
Just because someone doesn’t click on an ad, doesn’t mean that they aren’t interested in what you had to offer.
Just because people click, doesn’t mean that they are going to be buyers/users of your product.
If we optimize for clicks, we’re missing the target – we should optimize for getting people to the website – then getting them to take important action – then purchase/sign up/etc
For display, this means optimizing for getting people to the site post-impression, not just post-click
There’s a display strategy for everywhere in the funnel
Also, you have more potential – can reach more sites – than with GDN alone
Some of these are better at high-mid funnel, whereas site retargeting and CRM targeting can be great mid-low funnel
Do not advertise AdWords display campaigns simultaneously with programmatic display – they typically overlap
Some programmatic platforms will ‘learn’ the person’s other devices. If they are captured with a targeting option via their mobile device, over time they will get ads to their PC, tablet, etc. as well.
Pick some keywords, then show ads to people on websites if they had queried your keywords in a search engine in the past 30 days
This is similar to search intent targeting on the GDN
This type of targeting was the primary strategy for the Act! Campaign. Targeting competitors brought in large amounts of traffic.
We found that it was better to show an impression against a competitor at a softer time, instead of in the SERP. Showing a text ad when the person searched for your competitor, trying to get them to become aware, interested, consider and click on you in a SERP is a lot to ask for.
It also avoids bidding wars on Search.
Draw a virtual fence around an area
Target people (typically) up to 30 days who enter that fence. Tracked by GPS technology
Can set up a ‘conversion’ fence around your own place of business. Anyone who has seen your ad, then visited your location, gets counted as a ‘conversion’.
Target people who have previously been to your store
Target people who are visiting your competitor’s stores
Target people who attended a specific event
Google calls this ‘remarketing’
We should all be familiar with this type of strategy
Other higher funnel strategies will fuel your audiences for retargeting
great especially if you have any ‘stuck’ points in your CRM
Can create hyper-relevant messaging
Banner ads that we are already familiar with
Example of a native ad – can you find the native ad?
50% of people can’t find a native ad. They are less intrusive
6 times higher response rate than banner ads
Can be videos as well
This is from KSL – with programmatic video you can show video ads on various publishers like cnn, forbes, abc, etc.
Its best to use multiple ad types with a strategy
It can capture more than GDN alone
There’s a lot of unique creatives that work with it – making sites with large volumes of products or options excellent for programmatic
You will likely have a hard time with programmatic display if you answer yes to any of these
low budget means less results, slower testing, less optimization.
Last-click mode sees no value in programmatic