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
3. TODAY’S PRESENTATION PROGRAMMATIC DISPLAYADVERTISING WHAT WE’LL COVER… WHAT IT IS DOES IT GET A BAD RAP? WHEN / WHEN NOT TO USE HOW TO STRATEGICALLY USE IT 1 2 3 4
4. WHAT IT IS PROGRAMMATIC DISPLAY ADVERTISING
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.
8. PROGRAMMATIC DISPLAY ADVERTISING PROBLEM 1 LACK OF CONSISTENT MEASUREMENT Attribution nightmare View–through tracking Paid analytics/ attribution tools
9. PROGRAMMATIC DISPLAY ADVERTISING PROBLEM 2 LACK OF AGENCY TRANSPARENCY Set number of impressions Proper setup is expensiveCPM fee includes markup
10. PROGRAMMATIC DISPLAY ADVERTISING TRACKING & TRANSPARENCY SOLUTION Use other analytics tools
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
12. PROGRAMMATIC DISPLAY ADVERTISING SOLVING THE 3rd-PARTY PROBLEM Utilize unstructured dataCRM Email Addresses Zip codes Offline & organic site visit data
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
15. PROGRAMMATIC DISPLAY ADVERTISING SOLVING FRAUD, VIEWABILITY & BRAND SAFETY PROBLEMS INVENTORY INTEGRITY PARTNERS TRAQscore Viewability Brand safety Malware detection Non-human traffic detection Impression quality Brand safety Botnets Click farms Pay-per-view networks
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
22. PROGRAMMATIC DISPLAY ADVERTISING WHERE DOES DISPLAY FIT IN THE FUNNEL? AWARENESS CONVERSION INTEREST CONSIDERATION
23. PROGRAMMATIC DISPLAY ADVERTISING TARGETING OPTIONS Site retargeting Geo-fencing Search retargeting Keyword contextual targeting Category contextual targeting CRM targeting
24. PROGRAMMATIC DISPLAY ADVERTISING SEARCH RETARGETING Target competitor words Target brand keywords Target relevant non-brand keywords
25. PROGRAMMATIC DISPLAY ADVERTISING GEOFENCING CONVERSION ZONE TARGETING ZONES
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
28. PROGRAMMATIC DISPLAY ADVERTISING ADS
29. PROGRAMMATIC DISPLAY ADVERTISING ADS (continued)
32. WHEN/WHEN NOT TO USE PROGRAMMATIC DISPLAY ADVERTISING
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
35. 877.873.9298 bryan@avalaunchmedia.com

Notes de l'éditeur

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

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