In 2019, 50 percent of display ads are designed to be processed programmatically. Data access and technology is driving this growth. Advertisers have access to increasing amounts of data, including site visitors and partner notification, the demographic- data and business attributes, and even offline information such as customer relationship management ( CRM) data – and all that can be used for targeting. Advertisers also have access to advanced technologies – such as platforms on demand (DSP), exchanges of announcements and data management platforms (DMP) -. They can use to target users in real time across all channels and devices
In North America, $ 11 billion is expected to be spent on programmatic advertising this year, with forecasts of 30 billion $ in 2019. However, at the end of last year, when traders asked their levels of understanding about the programs, only 23 percent actively used programmatic, 36 percent were aware of programs, but we do not use regularly, and 41 percent were not using programmatic all. Programmatic is in its infancy, and its level of consciousness is still growing.
During a presentation, I put together for Adobe Summit 2016, we explored the programmatic world and how he helped Redbox, Chegg and eHealth achieve their advertising goals. Here are some ideas we have obtained:
Redbox :. Time savings and improved performance Through-Site Analytics Integration
Redbox deploys audience targeting via Adobe Analytics, resulting in time savings and improve ad performance
is a Redbox movie- and game-rental company that focuses, like many companies, the conduct of a bigger return on ad spend (ROAS) of its digital marketing programs. They target a number of different audiences – online users who visited and interacted with the Web site for entertainment junkies to families – for display retargeting programs and prospecting. This often requires that their information technology (IT) has the traceable relevant content on their site to build audience segments.
Redbox already used Adobe Analytics, which tracks, organizes, and reports on what different customer segments do. Instead of deploying new tags for tracking, Redbox advantage of the integration between Analytics and Adobe Media Optimizer DSP and used Google Analytics audience segments for retargeting.
This integration saves time when creating Redbox, launching and testing new segments; and he drove a better performance because of the access to granular public – while reducing the use of their busy IT department. Using Adobe Media Optimizer and Analytics targeting segment, Redbox reached:
- A 30 percent return elevator on ad spend (ROAS) for campaigns retargeting
- 3x An elevator . on ROAS for a specific campaign, and
- More than 8-10 hours / week of time saved
Chegg: Using multiple data sources to effectively reach audiences valuable
Overview of the programming process has inferred Chegg and expand its audience segments to improve performance and lower costs acquisition.
Understand your audience segments is a key factor in the programmatic advertising. In the old days, “Chegg – an online company that provides manuals, online tutors, internship opportunities, and one-to-one support for students – bought specific ad sites where they believed students would . There was no preview the return on investment they receive, and they did not know what they are getting for their advertising purchases. Overview of their programmatic ad buying solution helped Chegg infer the data they need.
Chegg wanted to determine the type of content they had on the site and where students were actually going. For example, Chegg was interested in whether students were searching and viewing of a particular science, technology, engineering and mathematics (STEM) book and other relevant student information.
Then Chegg looked STEM students and grade levels of students. They identified these two characteristics as being worth a certain amount of investment. However, it was not until they merged the information they have actually started to find the real value. They found that, while a freshman is worth about 1.5 times the value of the life of a student, and a student STEM is worth about 25 percent more that the group holding the two freshmen STEM students and was found to be helpful twice -. greater than the sum of its parts
They can now put their ROAS different groups in a curve to determine that they should spend the money in the first place. Overall, they saw a drop of 22 percent in acquisition costs (and when you spend millions of dollars in this space, which is a huge savings). Better yet, they target students have the potential to give them twice the amount of return or loan-to-value (LTV).
eHealth: data transparency and Ad Stack Integrated Drives Smarter Decision Making
In early 2015, eHealth – the first and largest private health insurance exchange for nation – redesigned its remarketing program. Since only a small percentage of people actually converting their first visits, remarketing is very important to them. To do this, eHealth necessary to re-engage with its customers and to revive the health insurance conversation.
Before working with Adobe, eHealth used five different platforms for display advertising. This has resulted in reports of challenges such as double-counting conversions, competition network to tenders, and differences on the audience and performance reports. Using a combination of Adobe Analytics, Adobe Media Optimizer, and Adobe Audience Manager eHealth has a more unified vision of its audience and reporting through its media. All pixellation whole site is done uniformly, so that the activity is being recorded as allowing eHealth to drill down into the audience and form a more granular definition of who they are.
For example, they took a look at their “quoter” public. A quoter is someone who has visited the site and watched various health insurance plans, but did not purchase a plan. By knowing their customers, they were able to separate the citators who are moms against dads. This allows them to use the messages and creative that would most appeal to each audience segment, resulting in higher conversions.
Ultimately, this transparency found in the public and media buying has resulted in efficiency and cost savings, so that eHealth reduces media costs purchase (MPC) $ 0.22 during their last open enrollment period and beat their cost -Acquisition (COA) target of 19 percent.
For more information or watch the full session, visit the Adobe Summit 2016 archive and look for the session 201 in the Programmatic track advertising.