Transcript
The Mid-Market Advantage: Programmatic, Creative Personalization and RetargetingA MARKETER’S GUIDE TO
SUCCESSFUL CAMPAIGNS ON A BUDGET
The Mid-Market Advantage: Programmatic, Creative Personalization and RetargetingA MARKETER’S GUIDE TO SUCCESSFUL CAMPAIGNS ON A BUDGET
Programmatic media buying is
establishing itself as the new norm.
According to the latest IAB U.S. research,
almost all U.S. major online publishers
(98%) are selling ads programmatically,
and eMarketer reports U.S. programmatic
digital display ad spend grew 137.1
percent in the past year and is expected
to double by 2016.
Mid-Size Agencies in Prime Position
With all the developments in
programmatic and the ad tech landscape,
mid-size agencies, independent trading
desks and direct advertisers are in a
unique position of power.
They can now sit in the driver seat,
once dominated by larger agencies, and
benefit from more powerful campaigns.
By leveraging smarter programmatic
solutions that do not require trained
experts to operate or require deep
pockets, mid-size marketers can have
greater control of their data, media,
campaign management and, more
importantly, profitability.
Impact – Growing Reliance on More Flexible, Dynamic Marketing Platforms
As agency models begin to shift in the
wake of programmatic, mid-market
agencies will benefit from leveraging
more flexible, dynamic ad tech and
marketing solutions to be able to self-
manage their campaigns, end-to-end,
on a single platform. What’s more, the
value of dynamic creative is continuing
to emerge as part of programmatic
strategies.
This allows life in the martech ecosystem
to, in a way, restart on a level playing
field. With every player once scrambling
to work with individual agencies, making
it hard for agency heads to run their
departments when working with only
a select few at exorbitant prices, there
is now an easier, cheaper and more
efficient way to turn to. Many may seem
to have a head start, but newer players
with disruptive models are beginning to
get a nod in. Managing a larger number
of accounts is now critical. Earlier, one
would have to deal with a number of
different people. Now, with the changing
scenario, account management and
business development will go through a
few tweaks to say the least.
Ad Tech Is Changing The digital landscape is changing fast as we enter into a new
phase of programmatic media buying. Reminiscent of an earlier
ad tech movement, programmatic seems to be following a similar
evolutionary path. Search engine marketing, once new and
expensive, is now an evolved technology and necessary strategy
that’s affordable.
98%Almost all U.S. major online publishersare selling adsprogrammatically
01 adadyn.com
The Mid-Market Advantage: Programmatic, Creative Personalization and RetargetingA MARKETER’S GUIDE TO SUCCESSFUL CAMPAIGNS ON A BUDGET
Ecommerce, travel and hospitality
companies especially can take advantage
of these dynamic messaging and
retargeting capabilities.
In addition to tactics like “last viewed
products,” where products are shown to
users based on prior history, rules can be
set up to show advertisers’ hot deals or
local promotions based on geolocation.
When ads are targeted ads with
consideration to demographic,
geographic and contextual variables,
valuable impressions are not wasted
on those who are not relevant to or
interested in your product.
Specifics like this will not only improve
the relevancy of a retargeting campaign
by placing the right ads in front of the
right people but also lower costs. Instead
of serving ads to everyone, wasting
impressions and hoping to hit the right
audience, you’re saving money by
showing ads only to the most relevant
audience.
More targeted placements quickly deliver
audiences, perhaps due to their specific
nature and ability to reach consumers
further down the purchase funnel. If you
have only a small budget assigned to
your campaign, targeting and retargeting
can become an effective performance
optimization tool.
Targeting and Dynamic Creative Optimization (DCO)A combination of targeting and data-driven creative as offered by
some dynamic creative vendors leverages the power of creative
templates and machine learning algorithms to address the needs
of the vastly underserved mid-size businesses to position specific
messages and offers to their audiences based on demographic,
behavioral, contextual and geographical needs.
02 adadyn.com
The Mid-Market Advantage: Programmatic, Creative Personalization and RetargetingA MARKETER’S GUIDE TO SUCCESSFUL CAMPAIGNS ON A BUDGET
Creative Sizes Ensure you have multiple ad sizes and
placements available to maximize
efficiencies—this will ensure your ad
is served to your target at the precise
moment the opportunity arises.
Deliver a Simple Message and a Strong Call to Action
If you include every detail about your
offering, it could be overwhelming and
not grab the prospect’s attention. State
your point and then grab them with an
intriguing call to action.
Avoid Ad Fatigue and Overexposure The use of the same standard
creative can result in ad fatigue,
drops in CTRs and eventually drops in
CPAs. Furthermore, with retargeting
campaigns, it’s key to avoid serving
ads to already-converted customers.
Consider excluding recent converts
from that ad but, instead, upsell them,
cross-sell them, offer them referral
discounts, etc.
Target Recent Visitors Right Away Visitors to your website have a limited
attention span in terms of their interest
in a specific product. For instance,
compared to earlier visitors, visitors who
have visited your website during the last
48 hours are more likely to convert due
to their high interest. Try to bid higher
and retarget audiences based on their
visit recency.
Use Campaign Performance Reports and Insights to Your Advantage
It is important to ensure the campaign
you’re running is being properly tracked
and analyzed along the way so you can
better optimize and ultimately gain the
results you want. Investing in marketing
solutions that give simplified yet
intelligent reporting in order to leverage
the insights for better return is a must!
Inventory Quality Transparency Ask for inventory quality reports to
keep a close eye on where your ads
have been served. Fraud is rampant in
this ecosystem, and being smart and
aware of the problems is key. Work with
trusted vendors who buy inventory
from quality supply sources and with
those who screen their ad material for
suspicious activity.
Creativity and Programmatic Are Not Mutually Exclusive: Focus on DCO
Ads should be dynamic and tailored.
Leverage the audience and other
signals used in programmatic media
buying to produce relevant creative.
Use data to make it even more effective
and ensure the message resonates
with the user. Doing this can double
yield on interaction rates and increase
engagement by 50% (Source: IAB Top
10 guidelines for Programmatic).
7 Campaign Tips on How to Leverage Programmatic + DCO for a Competitive Edge
1
2
3
4
5 7
6
03 adadyn.com
50%DYNAMIC & TAILORED ADS
INCREASE ENGAGEMENT BY
The Mid-Market Advantage: Programmatic, Creative Personalization and RetargetingA MARKETER’S GUIDE TO SUCCESSFUL CAMPAIGNS ON A BUDGET
Traditional display advertising often
requires businesses to commit large
budget spends upfront for a campaign
with little to no control over ad
customization or visibility as to where ads
appear. Typically, achieving this level of
flexibility and transparency requires extra
investment and work with numerous third
parties.
Smaller businesses typically lack the
deep pockets necessary to achieve
the same level of campaign control
had by larger companies. Yet budget-
conscious advertisers and agencies still
need to achieve the best returns on
their advertising spend, regardless of
their budget size, by seeing the clicks
and conversions translate into new
customers and leads. With the maturity
of programmatic solutions, advanced
technology platforms like Adadyn have
emerged to empower smaller and mid-
market businesses to leverage the same
results, which were once out of reach.
With Adadyn – a self-service technology
platform that reduces the complexity
of programmatic advertising and
allows budget-friendly entry into the
programmatic space – users can be in
complete control of their campaigns
while measuring and achieving
performance efficiently and effectively.
Getting started with programmatic
can appear daunting, but working
with marketing technology (martech)
companies that understand the needs
of your business is a good way to get
started.
Sometimes large digital agencies struggle
to meet the needs of their smaller
accounts. Picking the right vendor will
help small businesses leverage the best
campaign management strategies,
analytics and optimization capabilities
similar to those utilized by the world’s
leading advertisers and agencies.
How to Choose the Right Vendor Is the product right for you?
Choose a solution that specializes in
businesses of your size – scalability
is important from both a budget and
implementation standpoint.
Does It Work for Your Budget? • Find a solution that will not hurt your
bottom line.
• Watch out for minimum spends and
solutions that require setup fees.
Scalability
Scalability is an important factor. If you
think that your business is likely to grow
in the future, then make sure that you do
not get surprised with tiered pricing and
other hidden costs.
Ease of Use A campaign that’s easy to set up, deploy,
launch and analyze is a critical factor.
Make sure your vendor provides an easy,
simple and intuitive interface.
Inventory Quality and Transparency Make sure your vendor has partnerships
with fraud fighters; you want clean
inventory.
How Will Programmatic Buying Benefit Small Businesses?One of the fundamental principles and advantages of programmatic
buying is the ability to target and buy audiences rather than media
placements, where the target buyers are more likely to be. This allows
for greater targeting precision, thus enabling campaigns with smaller
budgets to become as effective as their bigger counterparts.
04 adadyn.com
The Mid-Market Advantage: Programmatic, Creative Personalization and RetargetingA MARKETER’S GUIDE TO SUCCESSFUL CAMPAIGNS ON A BUDGET
Heightened Brand Awareness With an unparalleled level of customization capabilities, the
Adadyn platform enables more relevant targeting of ads to
generate optimal brand awareness with more personalized ads –
to the right target at the right time.
Greater Cross-Sell/Upsell Capabilities The Adadyn platform’s retargeting features empower users to
easily retarget previous customers or prospects with new creative
ads to upsell, cross-sell or offer different discounts, as opposed
to having the same ad appear to the viewer.
Improved Customer Retention By leveraging advertiser/agency CRM data with Adadyn’s
technology – which incorporates proprietary algorithms, bid
optimization and real-time decision making – users are able to
captivate customers sooner and for longer periods.
Stronger Lead Generation Adadyn’s ability to deliver more timely, accurate and relevant ads,
particularly to prospects who have demonstrated an interest or
intent to buy, translates to greater and more frequent leads.
Better ROI Not only do Adadyn’s strong lead generation capabilities
improve the bottom line, but also they’re specialized for mid-
market advertisers/agencies, thus empowering users to avoid
more costly solutions with programmatic and creative dynamic
capabilities simplified into one platform.
What Marketing Objectives Does Adadyn Help Achieve? Adadyn’s end-to-end platform provides a cost-effective means
to generate dynamic customized creative content and execute
programmatic media buys across multiple screens. Here are some of
the marketing objectives Adadyn helps you achieve while maintaining
full campaign control:
05 adadyn.com
Make Every Impression Count: The
Ultimate Agency and Advertiser Guide
to Programmatic, Dynamic Creative
Optimization and Retargeting
About AdadynAdadyn is a leading global advertising technology company, removing
the barrier of entry into programmatic advertising and reducing the
complexity of the marketing technology ecosystem with a self-serve,
turnkey platform.
This self-managed platform gives advertisers and agencies complete
campaign control with real-time optimization, affordable access to
programmatic media, retargeting capabilities, and the ability to build
a variety of customized dynamic digital creatives that correspond with
specific actions in the purchase cycle. All this with payment options that
scale—granting the ability to increase or decrease spend as business
needs change.
By partnering with a number of leading ad tech solution providers in the
ecosystem like fraud and malware protection agencies, DSPs and SSPs,
trading desks, and more, Adadyn empowers those with smaller ad budgets
to produce more relevant, targeted ads—making it possible for mid-sized
advertisers to achieve more with any size marketing budget.
06 adadyn.com
top related