Setting Up Successful Programmatic Advertising Campaigns with Large Inventory and Smart Targeting
More and more advertisers are opting to set up their ad campaigns on mobile through programmatic. eMarketer predicts that by 2021, almost 88% of all U.S. digital display ad dollars will be done through programmatic advertising channels. Programmatic media buying empowers advertisers with an unlimited supply pool and targeting options to maximize the efficiency of their campaigns. By identifying the right inventory and targeting options, advertisers have the flexibility to set up campaigns that work right for their needs.
Making programmatic decisions can be tricky, especially for first time advertisers. However, approaching programmatic campaigns doesn’t have to be complex! Mapping the right campaign goals and working with result-driven partners, can help you to launch your programmatic campaigns with more confidence and maximize the ROI. Here are some tips to consider when setting up a successful programmatic campaign.
1. Choose your inventory wisely
Depending on your campaign goals, you can choose the environment where you want to place your ads. Ad inventory refers to the advertising space each publisher has that advertisers can buy to host their ads. With an advanced platform like RevX, you have access to hundreds of inventory options with top quality publishers. How you select these inventory types can depend on your campaign KPIs. Choosing the right inventory type is also helpful in combating ad fraud. Some of the ways to optimize inventory selection is through:
a) Auction type
Programmatic advertising allows you to purchase inventory through various different ways. Most common way to access inventory is through Open RTB, where the ad space is unreserved and advertisers run bids for a pool of impressions that are made available through an auction. In other cases, like direct deals, reserved inventory is bought at fixed prices. Advertisers can choose to access inventory through any of the ways depending on what their end goal is. For example, in some instances, a PMP deal is more beneficial to an advertiser for a particular campaign, rather than an open auction. Your campaign manager can also assist you to find what kind of placements would work best in order to access the inventory.
b) Whitelisting and blacklisting
For advertisers it is important to discover the best inventory placements to have campaign effectiveness. Whitelisting and blacklisting are easy techniques to filter this out. A whitelist includes a list of publishers that are acceptable to run inventory, whereas a blacklist does the opposite, i.e., show those sites/apps where inventory is not to be served. This is important particularly for advertisers who are cautious about their brand campaigns or for those who run niche campaigns for a select audience. Especially in cases of sites or apps that run on user-generated content, having an option to filter out where your ad is placed also helps advertisers to stay away from the negative association with such sources.
c) App categories and apps
For increased brand safety and granular reach, advertisers can also set up their campaigns based on app categories and specific apps. Based on your selection, you can either choose to target specific categories or block them. When choosing a target based on app category and apps, advertisers can reach users within an existing app category or in related categories to further their reach. For example, an advertiser from a finance-related app has better chances of hitting success with a user who has apps installed of similar category and can target them.
2. Set up intelligent audience targeting
How you select the right audience can impact your campaign outcomes as well as your budgets. A strong programmatic platform must have flexibility to find the right audience so as to not waste impressions. Right audience targeting allows you to serve ads that are tailored based on the demographic data, interests, device and connection type, etc. Your campaign partner can help you determine the right levers to optimize for best campaign results. Some of the effective ways to segment your audience is through:
Programmatic opens up options to serve hyperlocal targeting or geotargeting, a form of ad targeting where you can segment your audience based on their location. This is done either through the IP address, zip code, or GPS. This allows advertisers to tailor the ads to the user’s preferences and personalize campaigns for greater effectiveness. Advertisers can run offers to target users at the exact moment where they want them to be. This is also particularly helpful for advertisers wanting to connect their online and offline channels for greater sales.
b) OS and device-based
Selecting an audience based on which operating system or device they used is a helpful step to begin segmentation. You can choose to show your ads to specific OS audience or device brands keeping in mind the campaign KPIs. Some apps, for example, are available on only a selected play store, in such cases you can refine your ad selection such that you target users who use that particular play store only. Such granular device targeting makes it possible to reach selected audiences who are more likely to engage with the ads.
c) Deal-based/ interest-based audience targeting
Building audience segments based on their interests is another efficient way for advertisers to set up their campaigns. Advertising based on user interest relates to the type of messaging a user might be most interested in. For example, a lifestyle and home improvement app can use interest-based targeting to find people who are interested in home, gardening or furniture, as they would be their most ideal target group. Interest-based targeting also helps you to reach new audiences who might have not heard of your product, but interact with similar products. Utilizing first- and third-party data here can help to build custom segments based on user interest to serve personalized messaging and increase conversion. Work with a strong DMP to get access to high-quality third-party data to pass on to your ad provider and improve audience segmentation.
3. Consider dayparting
Audience targeting goes beyond simply selecting your audience type. When you serve the ads is also important to win your audience. Selecting the right time of the day and week can help you to focus your ad efforts to win users when they are most likely to engage or convert. For example, a food app can upsell & cross-sell buyers to drive repeat transactions at meal times.
Optimizing your campaigns based on day parting can help you to use your budgets more efficiently and also bring down your user acquisition costs. By having a more strategic distribution of your ads, you are more likely to reach a wider relevant group who are ripe to engage and convert.
Having a strong demand side platform and an efficient campaign management partner is just the first step to setting up winning campaigns on mobile. Before you start your campaign, check on the above capabilities and work with partners who can give you wide offerings to choose from, both for inventory and targeting, so that you can be flexible with your campaigns. Work closely with your DSP partner to help optimize the campaigns closely to get the best ROAS.
RevX’s agile platform gives advertisers the ability to understand the different inventory levels and targeting capabilities to plan a scalable campaign more effectively. Want to find out more about how we can help you? Get in touch with us today!