Guide to Programmatic Media buying for recruitment. Top tips, explanation of strategic uses, examples of how ads are targeted and all the important terms decoded.

1. From the Digital Recruitment Experts: An essential bite-size guide
to the acronyms and underpinning of modern digital advertising.EPISODE: PROGRAMMATIC
DEMYSTIFY DIGITAL
P O W E R E D B Y

2. 3 - Demystify
4 - We demystify digital
5 - The Programmatic Cycle
6 - Internet has broken tradition
7 - Why invest in Programmatic?
8 - Sell Programmatically
9 - Behavioural targeting
10 - How to contextual target
11 - How to re-target
12 - Holistic ‒ the togetherness!
13 - Demystify Digital: Decoding
the terms
CONTENTS
DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC
2

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 guide is part
of a collection, which supports
your client through the ins and
outs of digital advertising. This
edition is all about Programmatic
Media Advertising.
DEMYSTIFY
DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC
3

4. Pioneering Programmatic.
Crunch Simply Digital exists to
make their clientʼs businesses
flourish through digital media.
Crunch specifically deal with
digital advertising for education
and recruitment.
People marketing is different.
People are not products, and
Crunch get that.
1. WE DEMYSTIFY
DIGITAL
DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC
4

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 EPISODE PROGRAMMATIC
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6. • People flutter around the web
- but not for long
• Media noise on phones
• Lots of switching
• Multiple devices per persion
• Smaller Screens
DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC
“BY THE TIME
YOUʼVE PICKED UP
YOUR PHONE TO A
MEDIA REP - TOO
LATE, THE AUDIENCE
HAS SHIFTED”
- CRUNCH
INTERNET HAS
BROKEN TRADITION
3.
DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC
6

7. Top 5 Reasons
1. Reach new candidates and
engage with the passive quality
markets.
2. Spend budget efficiently and
maximise ROI.
3. Generate more information,
better data and more
accountability.
4. Be more innovative in the
media approach.
5. Tell an impactful brand story.
WHY INVEST IN
PROGRAMMATIC?
4.
DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC
7

8. How will programmatic benefit
your recruitment campaign?
There are three main areas
we focus on when using
programmatic:
1. Behavioural targeting
2. Contextual targeting
3. Retargeting
RECRUIT
PROGRAMMATICALLY
5.
DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC
8

9. Each internet device has a unique
id and internet usage pattern.
If you searched for a job, looked
at a job site, read job related
content in the past 30 days we
can target you with Behavioural
Banners.
BEHAVIOURAL
TARGETING
6.
DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC
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10. By targeting specific key words
we are able to place banners in
context.
For example, if a IT consultant
is reading the latest news on
networking we can target them
and serve them relevant ad
banners.
HOW TO
CONTEXTUAL
TARGET
7.
DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC
10

11. Re-targeting put simply is
cookie-based technology that
uses code to anonymously
track users. Through this we
can serve adverts to users who
have previously visited your site/
landing page.
For example, we can tell if a
person has been looking at a
Marketing Executive role on one
of the job boards. If that person
does not apply for the role we
can retarget them with the job
advert until they apply.
HOW TO RE-TARGET
8.
DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC
11

12. Step 1
Our technology connects with the largest
media providers in the world
Step 2
Each impression is bid separately according
to the assigned vale
Step 3
Predictive models and algorithms analyse
each impression, assigning a value based
on the campaign goal
Step 4
The results optimise in real-time ensuring
tight control over cost and the best
campaign ROI
HOLISTIC – THE TOGETHERNESS!
9.
DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC
12

13. ʻEvery 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.ʼ
DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC
13

14. 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 EPISODE PROGRAMMATIC
14

15. 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 EPISODE PROGRAMMATIC
15

16. From the Digital Recruitment Experts: An essential bite-size guide
to the acronyms and underpinning of modern digital advertising.
P O W E R E D B Y
EPISODE: PROGRAMMATIC
DEMYSTIFY DIGITAL
Stay in touch: crunchsimplydigital.com