Trueffect Blog

Programmatic Balance 103: Advanced Reporting

Posted by Charity Webb on Wed, Nov 26, 2014 @ 10:00 AM

There are several issues to stay on top of in programmatic direct response campaigns. Determining what is causing a lag in performance can be difficult if you aren’t sure where to look. The best place to start is the data.

There are a handful of advanced reports you can look into that can help:

  1. Reporting-Matters-867x1024

          Overlap Reports – if you have multiple programmatic partners on a plan, this report is important to pull to ensure you aren’t bidding against yourself. If you are, this will drive up your bottom line and could be the fix to your problems. If you see 10%-20% or greater overlap along with poor performance then you need to make some adjustments.

  2.       Time Lag to Conversion Reports – this will highlight how long it takes a customer to convert. If you have small post-click and post impression windows and it usually takes a customer longer to convert then this would be an issue to bring to the client. Make sure to come heavy with the data and a recommended new window.

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Topics: programmatic

Programmatic Balance 101 - Part 2

Posted by Charity Webb on Tue, Nov 18, 2014 @ 11:44 AM

In my previous post, I discussed the ground work to understanding the success of the programmatic piece to a campaign. Now let’s dig in, and talk about the vendors/platforms (trading desks) used in your campaigns, as this is key to the success of the plan implemented for your client.

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There are so many partners out there that work within the programmatic landscape and a lot of these partners have self-served platforms. There are also self-served platforms outside of those partners. So many options! Which to choose? There are some partners that historically perform better than others; however, just like the weather changes, so do these partners’ performance. Some partners perform better in certain verticals than others so it is important to understand the strengths and weaknesses of each partner/platform. This is essential for your campaigns.

 

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Topics: programmatic

Programmatic Balance 101: The Ground Work

Posted by Charity Webb on Thu, Nov 6, 2014 @ 10:13 AM

The industry has been heading towards programmatic for some time now, and rightfully so. There are a few measures you can take to help your client achieve maximum efficiency and I will discuss the ground work of those key measures in this post – followed by a couple of upcoming posts that take a deeper dive into partners/platforms and advanced reporting.

 

The right balance in programmatic advertising largely depends on the client and their goals, but there are commonalities in what to expect from the right balance, and what to expect from the wrong balance. Let’s start with the latter.

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The wrong balance is too much programmatic or too little programmatic dollars in the client’s plan. Of course, that’s easier said than done. While programmatic is the most efficient and effective means to spend a client’s dollar, you can only spend so much towards this medium. To start, you can put your best foot forward by looking at the clients’ site analytics and understanding what other media they have in market by way of digital and traditional media. If you spend too much in programmatic, with too many partners or platforms, you begin to cannibalize the client’s dollar. With this, you’ll see your end goal spike. If you are coming in under goal, then it is safe to assume you can spend more in programmatic, possibly with the same partner or adding in an additional partner.

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Topics: programmatic

"The Programmatic Publisher" Recap from AdExchanger Programmatic IO

Posted by Tim Mayer on Wed, Sep 17, 2014 @ 07:22 PM

One of the last sessions I sat in on today at AdExchanger Programmatic IO 2014 was "Fireside Chat: The Programmatic Publisher". 

With moderator Zach Rodgers, Managing Editor at AdExchanger, leading the discussion, it was an interesting and informative session to end the day with. 

Panel members included: 

fireside_chat

Some of the highlights from each speaker below: 

Chip on Selling to CPG via Programmatic:

  • P&G announced they don’t commit to a number in programmatic
  • We have seen a lot of programmatic activity recently
  • It's OK to think about programmatic on a brand basis - it is not only for DR
  • Changed from click-focused to intent driven
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Topics: adexchanger, programmatic

State of Cross Channel Measurement - Live at Programmatic IO 2014

Posted by Tim Mayer on Wed, Sep 17, 2014 @ 10:14 AM

Afer a much-needed coffee break, I'm back live blogging directly from AdExchanger Programmatic IO in New York. This panel is on the State of Cross-Channel Measurement, and includes:

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Anne Hunter of ComScore starts the discussion:

  1. Delivering measurement across digital platforms - audience in an app versus visiting site via tablet or PC.
  2. Understanding measurement across digital and non-digital (e.g. TV)

Blueprint is the foundation for cross media measurement - TV and digital

 e.g. ESPN has mobile, TV and Web site they want to understand audience across all of these

Linkage to revenue is the ultimate goal. More demand for this from the buy side to link online with offline sales.

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Topics: adexchanger, programmatic

New Methods for Defeating Fraud in the Programmatic Era - Live from AdExchanger Programmatic IO

Posted by Tim Mayer on Wed, Sep 17, 2014 @ 08:59 AM

Next up at AdExchanger Programmatic IO is a panel discussion on "New Methods for Defeating Fraud in the Programmatic Era". Panel members include:

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On the count of three - all cross your legs!

What is the scale of the fraud problem in advertising?

1/3 or 30% of ads we are are buying and up to 60% of video traffic is fraudulent.

Credit card transactions have 7% fraud.

What are we looking for? What is ad fraud?

4 Classes of Fraud:

  1. Fake web sites (made for advertising)
  2. Publishers should know that traffic acquisition is sketchy
  3. Unidentified spiders hitting site
  4. Fake impression/toolbar vendor doing injection (these people are ripping off the publishers too)

Scalable fraud model is the bot net. 

Video marketplace has the biggest issues right now with up to 60% of the traffic being fraud.

Number of minutes viewed versus people available to watch the video is out of sync.

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Topics: adexchanger, programmatic

Live from AdExchanger Programmatic: When and How to Take Programmatic Media In-House by Joanna O'Connell

Posted by Tim Mayer on Wed, Sep 17, 2014 @ 08:38 AM

Greetings from AdExchanger Programmatic IO! I'm live blogging the all sessions today straight from New York City. Don't worry about missing a session - we've got you covered!

First up is Joanna O'Connell, Director of Research at AdExchanger on "When and How to Take Programmatic Media Management in House". 

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Joanna begins by discussing new research she conducted by spending three months interviewing agencies, marketers and technology companies. She was looking at the relationship between marketers and agencies. She calls it the 6-5-3 Framework.

The Relationship - It's Complicated

1. Agencies' inability to invest in needed programmatic skills

She points fingers at the holding companies creating agency trading desks they created an environment where the agencies were relying on units agenices had created. Junior people that were not hired to be good at programmatic.

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Topics: adexchanger, programmatic

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