PROGRAMMATIC DEMYSTIFY DIGITAL. From the Digital Experts: An essential bite-size guide to the acronyms and underpinning of modern digital advertising.

Transcription

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

2 CONTENTS 1 - Demystify 2 - We demystify digital 3 - The Programmatic Cycle 4 - Internet has broken tradition 5 - Why invest in Programmatic? 6 - Sell Programmatically 7 - Behavioural targeting 8 - How to contextual target 9 - How to re-target 10 - Holistic the togetherness! 11 - Demystify Digital: Decoding the terms

3 DEMYSTIFY 1. We continuously support our adagency 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.

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

5 THE PROGRAMMATIC CYCLE 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 Consultants identify target content or users 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 3.

6 INTERNET HAS BROKEN TRADITION 4. People flutter around the web - but not for long Media noise on phones Lots of switching Multiple devices per person Smaller Screens BY THE TIME YOUʼVE PICKED UP YOUR PHONE TO A MEDIA REP - TOO LATE, THE AUDIENCE HAS SHIFTED - CRUNCH

7 WHY INVEST IN PROGRAMMATIC? Top 5 Reasons 1. Reach new candidates and engage with the passive quality markets 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.

8 RECRUIT PROGRAMMATICALLY How will Programmatic benefit your recruitment campaign? 6. There are three main areas we focus on when using programmatic: 1. Behavioural targeting 2. Contextual targeting 3. Retargeting

9 BEHAVIOURAL TARGETING Each internet device has a unique ID and internet usage pattern. 6. 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. 7.

10 HOW TO CONTEXTUAL TARGET By targeting specific key words we are able to place banners in context. 8. For example, if an IT consultant is reading the latest news on networking, we can target them and serve them relevant ad banners.

11 HOW TO RE-TARGET 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. 9.

12 10. HOLISTIC THE TOGETHERNESS! Step 1 Our technology connects with the largest media providers in the world Step 2 Each impression is bid separately according to the assigned value 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

13 DEMYSTIFY DIGITAL: DECODING THE TERMS 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. 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 Term Ad Rank Behavioural Targeting Clicks Contextual Targeting Conversions Conversion Pixel Conversion Rate 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 past browsing behaviours The amount of times your ad is clicked on 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 A conversion is when someone applies for something or 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 tells you how often, on average, an interaction leads to a conversion. This is calculated by: Total conversions/total clicks or interactions 11. Converted Clicks The total amount of converted clicks

14 DEMYSTIFY DIGITAL: DECODING THE TERMS Cookie Cost Per Conversion CPA CPC CPM Creative CTR Frequency 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. The average cost per conversion is how much you have paid on average per conversion. IT is calculated by: Cost/ total conversions 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 Cost Per Click is the average amount that a clicks costs. This is calculated by: Total Cost/Clicks Cost Per 1000 Impressions is the average amount you have been charged for 1,000 impressions The actual graphical advertisement itself. Common creative formats include GIF, JPEG, JavaScript, HTML, and Flash Click Through Rate is the rate at which your ad is clicked as a percentage. This is calculated by: Clicks/impressions 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 Google Display Network Google Search Network Impressions In-banner Video In-stream Video Interactive Advertising Bureau (IAB) Programmatic Buying Reach Includes a collection of sites that partner with Google, and Google sites such as YouTube and Gmail 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 The amount of times your ad is seen 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 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 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 Buying through automated means, for example, by setting up a campaign in a real time bidding exchange or other automated system The number of unique user IDs that can be reached by online advertising

15 DEMYSTIFY DIGITAL: DECODING THE TERMS Retargeting Rich Media ROI A/B Split Testing 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 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 when money is invested. ROI can also be an idiom for ad trading and business in general 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, Open Rate Bounce Rate Dwell Time Google Analytics Ad Serving Conversion Rate Optimisation Optimisation The rate in which ads are opened. This is calculated by: s delivered/opens The percentage of visitors to a particular website who navigate away from the site after viewing only one page 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 is a freemium web analytics service Ad serving describes the technology and service that places advertisements on web sites 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 The process in which campaigns are adjusted to help them perform better 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 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 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 Control The original page in an A/B split test or multi-variant test

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