“Less scattergun approach, more user focus” is the promise of programmatic advertising and the dream of every marketing manager. Despite many advances in digital advertising, there’s room for improvement. Find out directly from the practical experience of the programmatic experts at adverserve in which areas advertisers and publishers could go the extra mile.
Warm greetings from Vienna, where we’re reporting live from the programmatic front today. While many exciting things happen at the office of adverserve every day, we always focus on one challenge in particular: We optimize, optimize and optimize again in order to get the most out of programmatic campaigns for many renown advertisers.
As a leading provider of ad technologies and digital advertising in Europe, we – and likely the advertising industry as a whole – tend to philosophize about the enormous potential of programmatic advertising. But the truth is that in addition to visionary ideas, the practical application of programmatic advertising requires advertisers to solve tangible problems on a daily basis. And who better to ask than our colleagues from the operational side of the business? Three experts offer three assessments on the state of affairs in programmatic advertising.
Alexander Haindl, Head of Programmatic: “Define campaign goals precisely”
“With programmatic campaigns, we can measure things that we could merely guess at with traditional advertising. ‘Real time’ may sound like yet another buzzword to many, but it reflects reality: User-related data is available to us in real time, and the goal is to convert target users based on current context rather than static demographic information. To do this, however, we have to clearly define what we want to achieve. Many advertisers may have lost this skill during the time of the ‘the more, the better’ scattergun approach to advertising. But in the field of programmatic advertising, it’s particularly important to define the objectives of a campaign precisely. Do we want to motivate the customer to make a purchase? To sign up for a newsletter subscription? Or to enter information in a contact form? Only when these goals are clearly defined can we effectively track the user journey up to the desired conversion – and ultimately achieve the goal of maximizing the conversion rate.”
Gernot Hofbauer, Head of Ad Management: “Who’s in charge of the website?”
“The foundation of every successful campaign is precise tracking. Only when we track a user we can play out personalized advertising messages accurately. The basis for tracking is the pixel code of the advertiser’s website, and here we often face a challenge that may sound trivial but in practice presents one of the most common obstacles to the successful implementation of programmatic campaigns: Websites are often outsourced to agencies or are managed by a global marketing department – especially when it comes to large companies in the international arena. Often, it isn’t even clear who’s in charge of the website. But access to the site is absolutely essential in order to implement the underlying pixel code. Our tip: Clarify the responsibilities for your website ahead of time so you can launch your programmatic campaign as smoothly as possible.”
Armin Oberhauser, Digital Strategy Manager: “Embark on a learning journey”
“With the entry into programmatic advertising, we have to say goodbye to perfection. There is no master plan! Rather, we’re embarking on a learning journey in which we accompany our customers as a service provider and coach. Again and again, we see that this message hasn’t arrived at higher decision-making levels yet. Online marketers who want to win the support of their Chief Marketing Officer for starting programmatic advertising should manage expectations accordingly. We’re maneuvering through a highly dynamic environment in which innovations arise almost daily. Every project is a constant learning journey where we jointly work with advertisers to achieve their individual goals. However, the basic approach of consistently making users the focal point of advertising is an absolute must. With programmatic campaigns, advertisers are starting to tell a story about their brand and products that ends with a successful conversion. Real-time information allows us to quickly and directly control and optimize campaigns and create a completely new level of quality in terms of transparency and measurability. If, in the future, we programmatically manage TV, radio and out-of-home media in addition to mobile and Internet advertising, we’ll be able to appeal to users with appropriate messages along a comprehensive lifecycle. Keep this potential in mind and be open to experimentation.”
Summary: The share of programmatic advertising in the overall advertising market is growing rapidly. Still, this area is new territory for many advertisers. On our blog, we will continually report on the challenges associated with the entry into programmatic advertising and how you can successfully overcome these.