Mon 8 Jan, 2018

How to avoid 5 common mistakes in programmatic marketing

Programmatic marketing is changing all the time with new software being introduced. This article will discuss how to keep ahead of the game and avoid common mistakes.

 

1. Expecting platforms to do wonders for you with minimum involvement from you

 

As a programmatic marketer you should be expecting to evaluate and optimize your campaigns on an ongoing basis in order for them to reach their full potential.

 

Automation and algorithms can’t do it all, you are far more effective at reviewing audience, creative and channel amongst other metrics than any system can be and it’s important that you measure and test these so you can optimise your campaigns and maximise performance

 

2. Just staying within the ‘duopoly’ of Facebook and Google.

 

It’s true that Facebook and Google together account for the lion’s share of the display ads market (over 50% for sure, the exact number is dependant on how you measure it). However, it’s important that you look beyond this duopoly to find opportunities in your display strategy. Many of the innovations and much of the new activity in this market occurs outside of Facebook and Google and by staying on top of the latest developments and offerings, you may discover platforms or solutions that can drive results for you and which aren’t being adopted by your competitors.

 

Remember, everyone else’s starting point is Facebook and Google. And it should be yours too. But by looking beyond them, you may well unearth first-mover and competitive advantages.

 

3. Using only a single creative or avoiding dynamic creatives.

 

Programmatic advertising helps you deliver highly targeted ads to the most relevant audience and helps you maximize your ROI. Limiting yourself to a single creative takes away some of the advantages and trying to find the perfect ad straightaway is stressful and unrealistic.

 

Running different versions of your ad at the same time will enable you to compare them and help you see which one performs best with which audience. Programmatic tracks each version and the response it receives, and then identifies which ads are performing best so it’s easy to pick the best one and polish it over time.

 

4. Using just one DSP or SSP in your stack.

 

On the buy side you need to use more than one DSP because all DSP’s offer different value sets so it is important to use a range, compare them and see which ones add the most value to your campaign.

 

On the sell side, publishers should be using more than one SSP now that header bidding has been introduced. Header bidding is a way for publishers to side step any inefficiencies that keep websites from finding the best prices for their ad space. It’s an auction that publishers run outside of their main ad server to enable advertisers to select impressions at the highest priority.

 

It’s important to use more than one SSP now because this gives the opportunity to make Google AdX work harder to win the inventory in the bid which then naturally increases the yield.

 

5. Not investing in the latest beta products coming out of your partner platforms.

 

It is important that you test out new platforms and products that are released as this will help you to stay ahead of the game. For example, an SSP called Index Media Exchange were unheard of 1 year ago, now they are very well known because they don’t charge the buy side a fee. If you were testing new products you would have heard about these guys early, tested them out and made your decision, keeping ahead of your competition.

 

It’s a similar principle to point 2 where we encouraged you to look outside of Facebook and Google. One of the keys to success in digital is to be open to new ideas and to keep testing.

 

Learn more about how to avoid mistakes like these at Hatch:Programmatic, a 2-day advanced workshop in central London. The workshop is led by Adam Parker and Max Trifonovs. Adam is currently the Head of Programmatic at Gumtree and Max is programmatic media manager at Fundamental Media. For more information on this or any of our 10 marketing workshops, visit our website: www.hatchlondon.com or call 0207 117 2441.

 

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