If You Can’t Measure It, You Can’t Improve It. This quota from Peter Drucker is true more than ever before in the age of digital marketing. Perhaps more important than measuring it though, it understanding what you should be measuring. With so many metrics from impressions, to click through rates, post engagement to say nothing of the plethora of demographic terms thrown around, it can be easy to get lost in the maze of advertising metrics and data. This is not helped by the sheer number of platforms out there and the fact that many of them don’t export their data in a standardised manner making cross-platform comparisons difficult. The most import thing to remember when trying to measure any advertising campaign is the define the campaign goals and how those will be measured before the campaign is designed and executed. This way you can standardise the Key Performance Indicators (KPI’s) and understand how they interact with one another. Its also important that these KPI’...
Examples of Programmatic Advertising Companies:
Audio Script:
Hi guys and welcome to Meteor Metrics vlog post. I’m Jerli and I will be sharing with you 4 questions you need to ask yourself before deciding which programmatic ads provider you to go ahead with.
Just to give you
a bit of background about myself, I used
to work with programmatic ads, with Google and Adroll, as an account executive.
These would be the questions I would ask to see whether or not this programmatic
ad provider would be a good fit for their (the business's) strategy.
For the purpose
of this video, I’ll be using Sojern as an example as programmatic ad provider and
the company I’m using is a socially distanced tour guide company in Cork (Cork
City Tours). Sojern is a third-party
programmatic ads provider the specialises in the tourism industry. In no way
shape or form is this video affiliated and sponsored by them but it is used as
an example for our target sector.
As techy as it
sounds, Programmatic Advertising is really straightforward and
Programmatic advertising is the buying and selling of
online advertising inventory. Once a user lands on a website that uses
programmatic advertising, it uses live automated bidding to decide which ads
will be shown.
There are a lot of programmatic ads providers, be it
third-party or through the website directly. Like With a variety of options, it
is crucial that marketeers research and understand how each service provider differentiates
from other competition and why it applies to their marketing strategy.
Here are the steps:
1.
What are your goals for using programmatic
ads? Brand awareness, retargeting, making more sales?
Answer
Cork City Tours is launching this May wants
to advertise to the audience around Ireland as summer is coming up and they
want to generate brand awareness and leads to their website as summer comes.
So it makes sense to make programmatic
advertising at the moment as there are less people online and more people are
online.
2.
Think about your audience, get in to their
mindset and map out their customer journey. Where are they found online? Does
your provider have access to that inventory?
Answer:
Cork City Tours audience can be found on Facebook, trivago, skyscanner google, YouTube
Can Sojern show those ads to your audience?
Yes they can show your ads in the forms of Display, Video, and Native and Search
Engine
3.
Does the support align with your needs?
Answer:
As the owner of Cork City Tours, it is family ran but I have no previous experience in creating ads or graphic design. The good thing about Sojern, if I was to go ahead with them, they can provide custom ad creative. And video editing as well.
But also consider other support such as easy dashboard usibilty, unified reports from
different campaign analytics, from facebook or google. It could be campaign
support, someone who can manage and optimise the campaign for me.
4.
Are the projections realistic?
Answer:
A lot of the time, programmatic ads
providers will have a (sales) team that can provide you with projected campaign
results. Sometimes it can be a bit higher than your projected budget, or it
might not align with what you intentionally set out the campaign to be and that’s
okay.
The best thing you can get from these
people is your pricing model. Utilise them because pricing estimates aren’t available
to the public and its only in-house people that have access to this. So,
reaching to these people might not hurt.
Even when their projections aren’t
realistic, take their estimates down, use that and make your projections.
Those are the four questions you need to consider before
deciding which programmatic ads provider you want to go ahead with. They are
simple and straightforward but a lot of time these are the questions people tend
to forget to ask or answer themselves.
That is it for this video. I hoped you enjoyed it and
found it useful.
Leave a comment down below.
Be sure to follow us on our Instagram and Tiktok for
more educational content on digital marketing and the tourism industry.
We’ll see you again next time. Enjoy the rest of your week and we’ll post more soon!
Sources: (Sojern, nd)
Author: Jerli Padios
keywords: programmatic advertising, programmatic ads, online inventory, programmatic ads provider, Sojern,
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