Posts Tagged ‘Marketing and Advertising’

Quantilus_finance

The search is over and the best DSP on the planet has been found.

Taking into account global resource, data centre locations, commercials, minimum spends, targeting options, QPS, UI, reporting, sources plugged in, a list of the top DSPs has been put together.

MediaMath have a good combination of most key elements such as internal expertise for advance setups, they tap into all sources as a priority so they have the most reach available out of all DSPs and have an advanced algorithm that does what it says on the tin. They are also flexible on the commercials allowing you to build your volume up overtime with little risk. This strategy also gives you an idea of the kind of client service they provide which is at an exceptional level.

DoubleClick Bid Manager have certainly improved since moving onto the Google stack tapping into more sources than ever. They still cannot tap into FBX though and are locked out from certain publishers due to being under the ‘Google’ umbrella. As you’d expect, they do have the most superior QPS which is certainly an advantage when it comes to display CRM.

Turn were very slow getting a data centre in Europe and they have a long way to go but they are still a very respectable DSP.

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MediaMath
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DoubleClick Bid Manager
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Turn
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AppNexus
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DataXu
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LucidMedia

wasting-money-300x183

Criteo have certainly become popular over the past few years with marketers. This is mainly due to them being sold into a no hassle site remarketing solution paying on a low risk CPC basis.

What a lot of marketers and CEOs don’t know is that by using a managed site retargeting service like Criteo is not only lazy and inefficient, but it it’s also opening the business to data leakage which could have a damaging effect.

Let’s break those three key points down further:

1. Inefficient way of spending money – Criteo typically charge c 50p CPC yet using a DSP eg. MediaMath and Adacado together, the eCPC rate would be c 5p. Everything works back to an eCPM for display, so on a CTR of 1.5% you’re paying £5 CPM for the managed service via Criteo and only c 70p CPM for the media and dynamic creative service both on a self-service basis. Not only that, 1.5% is quite conservative for a dynamic remarketing CTR so as it goes up, so does Criteo’s eCPM.

2. Lazy – it’s a lot easier to send a monthly invoice to accounts to pay but it does take a bit more intelligence, will power and proactiveness to get a self-service DSP on board and dynamic creative supplier. Display CRM would only be part of someone’s job and they’d typically apply a tight frequency cap and low CPM at the top of the funnel, but as you go lower in the funnel the frequency cap should be increased alongside the CPM as the users become more valuable to your business.

3. Data leakage – allowing a third party to ‘manage’ your data for you is always risky that it could fall in the wrong hands eg. a competitor or data exchange.

Something I haven’t mentioned is scale and volume, although Criteo do have a few exclusive publishers, this doesn’t match to any degree the sheer scale which a DSP such as MediaMath or DoubleClick Bid Manager bring to the table.

satisfied_customers

No matter how much marketing you deliver, whether it’s billions of banners on the most premium sites in the world or you’re top of key generics consistently for Google, unless you have a stable product offering which customers genuinely embrace, then your brand has a fairly bleak future.

Historically you could spend your way out of a crisis, but now if your site crashes often, you hide key T&Cs, mis-sell promotions, have a complex user journey, product not available on multiple devices, then in a few years time your brand value will show a clear decline which would eventually kill your business unless you adapt fast.

I think the below video demonstrates the future in a fantastic way and how consumers will shape products, businesses and communication. The good thing about the future is that it will kill a lot of cow boys who are short sited and have no long term business strategy.

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.

success-and-resistance-to-change
Martin Sorrell claimed in November 2009 that brands were not investing into digital marketing because “the people who run their agencies are too old and resistant to change”.

Now it’s 2013 those people have certainly adapted to change but now we’re in a new phase where it’s in many cases preferred to access online products and services through Facebook or mobile by consumers. Those brands who are prepared to act fast on customer demands and trends embracing new platforms by converting their online product or service onto the likes of iOS, Android and Facebook will reap the benefits, but for those brands who are wondering why their customer volumes have been declining in the last 12 months whilst their competitors have an aggressive social and mobile platform strategy need to understand that by not taking risks at all is far more risky than taking risks by investing into a long term strategy.

Years ago a brand could spend their way through hard times to fill new customer levels at a respectable CPA without the need of a half decent product and customer service team, but nowadays unless you have a product which is in demand across multiple platforms and more importantly address customer service issues, your brand could go from hero to zero like a rat up a drainpipe.

As digital media costs are increasing more than ever due to biddable media, various departments have to start supporting acquisition marketing teams more than ever in order to maximise ROI whether customer service via social media or creative, CRM, product development and data analysis – serving billions of banners and optimising relentlessly will only go so far.

As volumes decreased for King.com, there was an option of either continuing that trend or making a bold move to re-structure the business putting around 90% focus on social media platforms. Within a year of that decision being made King.com are now one of the largest Facebook games developer in the world which has brought in a very healthy ROI indeed.

Party Poker announced in May that it will invest $50 million in social games – you only have to look at their brand search volumes through Google insights across the past 2 years to see why they’ve made this bold move.

There are still businesses out there that have an online product or service where senior management seriously do not believe that investing into social in any form or bringing their product to mobile is important yet 50% of people in the UK access Facebook and 1 in 4 people in the US use mobile apps. Using your mobile for banking, requesting a test drive on a new car, ordering your weekly shop was the norm years ago!