Posts Tagged ‘Display’

Cookie

With ad spend still over £15bn / year in the UK, there are a few digital suppliers and publishers who continue looking for the quick buck by cookie stuffing.

Worryingly some marketing consultants and CMO’s turn a blind eye or use the dodgy practices knowingly to improve on the marketing tracked performance.

A few examples of cookie stuffing:

  • When managed service media buys are told to only run prospecting campaigns, yet they use remarketing aggressively to get the last post view conversion.
  • Suppliers popping banners across the net on a blank page to get the last post view conversion.
  • Publishers delivering multi banners below the footer of a site to get the last post view conversion and generate more revenue for themselves.
  • Ad networks requesting a click tracker for a piece of copy and logo, but then just use the click command to pop the site to post click cookie bomb.
  • Pop suppliers popping site when people search for your brand on Google – dropping a cookie when someone is just about to visit your site already.
  • Pop suppliers popping site using a click tracker and therefore dropping a post click cookie on the view – another form of cookie bombing.
  • Affiliates have an abundance of click trackers at their disposal where CTR doesn’t get monitored. Many use these to pop the site to post click cookie bomb also.

These are just a few of the common practises which go on, but this neither helps the industry improve, is fair for genuine suppliers who do things by the book or helps advertisers grow volume incrementally.

Fortunately there are a few tech suppliers out there who can at least help you identify whether traffic is showing a fraudulent pattern such as Traffic Cake.

Agencies and marketing managers need to have a stricter policy on cookie stuffing so then it can finally be put to bed along with the suppliers who do it.

Retargeting

Excitement hit the ad industry when Google announced that they will provide advertisers with the ability to retarget their paid search ads through display advertising via DBM.

The exitement was short lived for a couple of reasons 1. DoubleClick didn’t understand what you could actually do resulting in mis-selling to clients and 2. You can only retarget from the search ad click and not from search ad view.

Remarketing search traffic by keyword has been around for years so there is really nothing new here.

If you haven’t got the ability to already do this internally through referral data, then it should be added to the display bid managers agenda on a low priority. Low priority, as data suggests that the ‘extra’ retargeting media cost on top of the already high paid search CPCs, doesn’t yield a positive ROI for the majority of keywords.

Currently the likes of Facebook are coming out with new ad formats which are in demand by the bucket load that work. In order for Google to compete, then they really need to bring out more thoughtful product initiatives which clients demand, such as remarketing paid search ads on the view, now that would be something special!

With the official release of DoubleClick Digital Marketing along with recruiting some high profile candidates from agency land to sell DDM, this hopefully means that future product updates will bring greater value to clients.

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Using a DSP on a self service basis lets you set your own rules and strategy structure therefore site remarketing strategies should be completely separate from prospecting. It’s essential to separate them as the KPIs and strategy between prospecting and CRM are so different (similar to brand and generic search) – it’s a classic way of how a lot of ad networks used to over represent the real prospecting display results by including remarketing strategies within prospecting campaign results.

From remarketing site visitors who have bounced, to remarketing high value customers, the set-up should be bespoke to the segment. The further you get in the user journey, the less cookies there will be allowing you to be able to afford to be more aggressive as there’s less risk of budget getting out of control, also the further your customers get in the journey, the more you want to keep them (as their value increases):

Let’s start with remarketing people who have visited but not registered their details – a tight frequency should be implemented and reasonably low CPM.

Dependent on your user journey you should then split out your remarketing strategies by segment (which should all be list in your cookie CRM database) eg. Age, gender, country, product, user level – as the segment becomes more valuable to your business, the frequency cap should be loosened and CPM increased.

As well as the media strategies, the likes of creative and ongoing promotions are crucial for success in this area – it’s not going to help serving your high value customers banners telling them to sign up again or promote an out of date offer. A reminder of what’s currently available, what’s just launched, cross sell, RAF, special offers and what’s coming soon are the basics.

Remember, the harder you work on CRM and generally looking after your customers to avoid them leaving, the more you can afford to pay for new customers which has a positive effect on the incremental volume you can drive (referring to the classic volume price curve).

DRbanner

Claims have been made that you can achieve search performance with display prospecting campaigns via DSPs and some say that display isn’t a DR channel and you shouldn’t just accept post click conversions.

Referring back to a typical volume price curve and the fact that DSPs are now available, it is certainly possible to setup separate DR prospecting display strategies which perform on par with other digital channels such as Facebook and paid search but at the expense of a fraction of the volume.

There are a few ways to achieve this:

1. Setup separate ‘spend’ strategies where you’re throttling the CPM as low as 15 cent.

2. Auto optimising on post click conversions only and the algorithm will only spend if it thinks it will hit the CPA

3. Look at all post click data from previous DSP prospecting and remarketing strategies setting up separate ‘spend’ strategies across areas eg. OS, browser, time of day, publisher….. which index highly / placements which hit your CPA goal.

Just because something is trackable ie. post view conversions, it doesn’t mean that you should accept them all. Also quite a lot of businesses simply don’t have the infrastructure to manage log level data and therefore be able to ignore post view conversions which weren’t even viewed.

Due to various strict policies which both Google and Facebook enforce such as gambling regulation, certain industry sectors would find display to be more valuable as display has minimal restrictions on what you can and can’t do.

There is also a case of ‘why bother with display DR’ knowing that you have to invest in decent DR creative, have access to a DSP and a display adserver and at the end of it all you get minimal conversions compared to other digital channels. My take on it is that it’s a growth area and volume will only increase in the future. Also having a multi channel media strategy is more powerful than focusing on the status quo.

Although many CEOs continue to unnecessarily obsess with banner ads because it’s the most visual way of demonstrating your product creative wise, if as a business you want to stay ahead of the game, you need to seek out all viable opportunities.

high-quality-high-value

Customer lifetime value / ARPU can look dramatically different across the full customer database therefore the ideal scenario would be to optimise only towards high value customers (lookalike targeting).

All you need is a DSP (due to reach, inventory aggregation and optimisation algorithm (which has a brain visualisation report)) as well as having the ability to implement the DSP pixel on a page where your high value customers visit (either conditionally firing a pixel based on variables or simply a premium product page – min. of 200 total global pixel fires a day required recommended)). Once the prospecting strategy sets off, the algorithm will reward the campaign with a conversion event every time someone views / clicks on a banner and then fits within the relevant criteria where the pixel would fire. The algorithm will then deliver prospecting ads that fit within the same internet surfing behaviour and demographic as your high value customers.

There are over 350 million websites in the world and when you duplicate that number to take into account sections of sites, browser, OS, time of day, device, day of week, above / below the fold, internet speed, country, ad format then that’s a hell of a lot of data for even a team of people to manage and manually optimise against for one client throughout the day, which is why an advanced algorithm which has an auto optimisation feature is recommended.

By looking at the brain visualisation report there is the option to also set-up separate manual strategies where you can view a list of targeting options which correlate with your high value customers on an index value basis.

As we know, display is a mixture between BR and DR and falls higher up the funnel than affiliates and generic search so when it comes to looking at ROI and optimising, it would be a good idea to firstly not accept any impressions which have not been ‘in view’ and then accept 1 to 7 days post view and 30 days post click conversion – the whole concept here is to deliver prospecting banners to the right person at the right time and in the right environment.

If you’re interested to find out more, get in touch with MediaMath who offer the best service when it comes to this strategy.