Did you know we do Programmatic Advertising?
Programmatic Advertising is a relatively new addition to our company’s portfolio of services. Although we have personally been planning and executing digital campaigns for years, we recently became frustrated with some of our supplier’s lack of attention to detail. This frustration led to our company partnering with Centro, one of the industries best known and well-established companies. This partnership has given us full access to their demand side platform on a self-serve basis.
Being self-serve means that we have a full control of how a campaign is run. In other words, we have the ability to optimize campaigns in-house, in real-time without relying exclusively on data focussed third parties out of Toronto, Montreal, Boston or Chicago who don’t know the subtleties of our local market.
Isn’t Data a good thing?
Don’t get us wrong, we love data as much as the next person. However, our years of experience in traditional media have shown us that while data is an extremely valuable component of how media is bought (digital or otherwise), context should always be taken into consideration along with the data. This is as true today as it was 20 years ago when Michaela was trained to buy TV in Prague for Unilever and L’Oreal. Effectively, this is something that many Programmatic companies gloss over due to scale.
What does this mean for you?
Essentially, this means that we can run any campaign that your objectives require. This includes:
- Audience Campaigns;
- Data Campaigns;
- Hyper Local Campaigns;
- Mobile App Campaigns;
- Video Campaigns;
- Native Ads Campaign;
- White-listed Campaigns and more.
For more information, please check out our recent post 8 digital display campaign tactics that every Winnipeg marketer should use in 2017.
Over the past 6 months, we have been running Programmatic campaigns for St. Vital Centre, Holiday Inn Airport West, and most recently the CPHR Canada. This campaign had 6 different conversions to measure and included retargeting. We targeted each province separately and used 5 different campaign tactics. It was a blast to work on it!
Looking for something else? Here are some of our other services?
As mentioned above, the scope of our services goes far beyond digital media. Having planned and bought traditional media for over 20 years, our team has plenty of national, international and local experience in this field.
Here are additional details about some of our other services:
Whether you are in need of a local digital campaign delivered with finesse, or a broad scale Brand awareness campaign delivered across either Traditional or Digital platforms, Dalilu has the experience, expertise, and attention to detail necessary to make your next campaign a success!
The slowly shaping path of content access and our digital devices
Have you ever wondered if there is a difference in what content you are accessing from which device? As a marketer, this is a fascinating question. And it turns out, we were not the only one’s asking. Recently, a study was done in the United Kingdom. Interestingly, it covered the connection between device type usage and content and may start to answer this question.
Does the device we are using influence what we read?
According to Verto Analytics, a company specializing in analytics and data research, there are some clear indications of how and what we read on our devices. Verto tracked devices of approximately 5,000 people in March of this year.
What they came up is very interesting. Apparently smart phones are frequently used for sports, health and fitness, automotive and travel. Addtionally, they are also used for people/family/lifestyle, which would includes recipes, food or parenting. By comparison, we use desktops for browsing on technology sites, government and law, news and weather or photo and video. Lastly, the tablet devices are mainly used for property, entertainment, careers, education, sports and lastly shopping.
Things are not always as they seem
As you can see, it is not always black and white in digital. Not all brands need to advertise on cross platform devices. However, some activities such as entertainment remains as multi-device content. People are accessing information from their tablets 32%, smartphones usage is up to 39% and desktops contributed 29% in this mix.
According to a recent eMarketer article, Verto’s data is very similar to the ComScore data that was released in December 2016. Which is enough to say there is a pattern. As advertisers, it is important to learn from findings like these, when planning our next digital campaign.
Have you been recently talking to your digital media specialist or a programmatic media buyer and got lost in terms that they have been using?
Our company has partnered with Centro a leading company among the programmatic advertising technology providers. We use their DSP (demand side platform) to run all of our client’s campaigns. For this post, we are putting together a list of 8 targeting tactics you should be using for your next programmatically run advertising campaign:
#1 Audience Campaign
A very specific targeted campaign that focuses on finding the right set of eyeballs and not necessarily the right website. It focuses on branding and awareness. The more specific the audience, the higher the cost. In our case, we use Centro DSP (demand side platform) to deliver the tactics for all of our clients. We have access to audience data from ComScore, DoubleVerify, Peer39 or GrapeShot. This data is allowing us to routinely target the right audience.
Remember, data cost is always additional to the campaign. So be sure to look at how and when you are applying it. Also, you should definitely avoid this type of tactic when you are focusing on Key performance indicators like eCPC and eCPA.
However, audience targeting is not the only way how to reach your target market. Let’s explore the remaining 7 tactics highlighted in this post.
#2 Contextual Campaign
This is an efficiency driven campaign, KPIs. eCPC, eCPM, conversion tracking, CTR are your primary areas of focus. The best practice is to execute it using small goals and other niche targeting tactics. An example would be to use a list of keywords and apply it to each ad group so that the ad appears on subject relevant pages.
#3 Website Campaign
Using a whitelist of specific websites that has performed well in the past to reach a particular audience or demo. If you have a data that shows certain websites work for your brand, don’t reinvent the wheel, get out your hard hat and lunch pail and USE IT! Run a website campaign.
#4 Desktop Video Campaign
When a TV campaign is part of the marketing plan use desktop video campaign as a supporting tactic. It is used for the purposes of branding and awareness.
#5 Mobile Video Campaign
Targeting apps and sites with video assets can be done via DSP (demand side platform). This tactic is also used for brand awareness. Keep in mind that short videos perform better than long.
#6 Hyper Local Mobile Campaign
Using GPS location data, you can target inventory being served to smartphones and tablets within a radius you choose. Small business owners often use this tactic to help boost their walk in traffic. For example, imagine you own a restaurant owner in Winnipeg’s booming Corydon Village and want to let people know about your specials this week. With a hyper-local campaign, you can run an ad that is targeted at people living within half a mile radius. Or imagine you run a newly renovated hotel and want to let your neighbours know how well renovations turned out. Again, use a hyper-local mobile campaign to deliver your message.
#7 Mobile Third Party Audience Campaign
The goal of this campaign would be to drive awareness. It is a great tactic to compliment audience targeting and desktop campaigns. Third party data is always an additional expense on your CPM, so be sure to reflect it in your costing, but it is definitely a great way to ensure your campaign is targeting the right people.
#8 Retargeting Campaign
This is the lower part of the campaign funnel. Use this tactic when you need to re-engage your users. In order to execute a retargeting campaign, you must first place a pixel on to the client’s website. This tactic is highly recommended for campaigns focusing on KPIs, CPCs, CTR and converting people. Most of your campaigns should have a retargeting tactic included, even if it is after the main campaign is finished. Be sure to keep in mind that two weeks of retargeting is always worthwhile. Remember, when you run retargeting campaign it always starts as a small group of people, therefore, it can also be inexpensive. Trust me retargeting brings great conversions!
Did we mention that when you run a campaign it does not have to be just one tactic? You can three to four tactics together. Optimize them, learn from the data and see what delivers the most results and stick with it.
As mentioned earlier, our company has recently partnered with Centro. This means we have access to ComScore, DoubleVerify, GrapeShot or Peer39 data and to a whole lot of inventory. We look forward to working on your campaign one day.
And if we don’t work with you in the future, hopefully, you will find all of this helpful so the next time you talk about digital campaign tactics with your media planner or buyer you will know what to ask!
Google Adwords Grants for Nonprofits offers $10,000/month to spent on Google search text ads.
Google Adwords Grants for Nonprofits is a great program for charities to help increase awareness, grow email lists, increase fundraising, improve event attendance and sales. Some of the most common misconceptions around this service are the amount and type of donation.
First of all, Google donates $10,000 per month in AdWords credit to qualifying charities and non-profits. Rather the donation is monthly as opposed to annually and there is no end to the donation.
Secondly, the key is that qualified applicants are receiving up to $10,000 of non-transferable Google Adwords credit and not $10,000 in cash. What this means is that program participants only receive credit for what they are able to use and the credit cannot be used for other Google advertising programs such as Google Display Ads or Youtube.
It should be noted that applicants also need to have a website using their own domain name and have what Google considers “substantial content”. In other words, it can’t just be a holding page.
Lastly, acceptance from Google Adwords Grants usually takes 4-8 weeks, and accounts must remain active in order to maintain eligibility for the program.
It is important to note that some Charities and Non-profits are not eligible to participate in the program.
Who can’t apply:
- government funded organization
- hospital groups and medical centers
- most types of academic institutions including schools and universities
Who can apply:
What are Google Adwords Ads?
Google adwords ads, are in otherwords PPC (pay per click ads) or google text ads. They are a type of advertising within the listings of a search engine result page.