Programmatic Display

Using Prospecting Display as a Means to Feed the Remarketing Cookie Pool

Suzy Sandberg Agencies, Attribution, Digital Marketing General, Display, Online Retail Marketing, Programmatic Display, Retargeting , , , , , , ,

display

In Digital, we are always on the lookout for a new ROI-producing channel.  We willed for that (unsuccessfully) with Facebook organic.  Mobile, while not a channel, continues to vex those struggling with sub-par conversion rates.  Programmatic display provided hope of a new standalone prospecting source that could yield efficient sales on a last-click basis.  Each has a solid place in the marketing mix, but none has emerged as the new high-producing direct response channel of its day.

An exception is that for marketers with a high level of resources and sophistication, programmatic display is that new channel from both a CRM and acquisition standpoint.  It is one of the key pillars to their DMPs.  For medium and smaller digital marketers, though, the amount of resources needed to build and activate a DMP may not be particularly accessible.  Continue reading →

Best Practices for Retargeting (Part 1):  Are you reaching new customers or just annoying your best ones? 

Suzy Sandberg Digital Marketing General, Display, Programmatic Display, Retargeting , , , , , ,

retargeting best practicesJohn Wanamaker once said he’s wasting half his advertising but not sure which half.  In today’s programmatic buying, this sentiment can be updated to “I’m only buying the good half and annoying half of them with the wrong ad.”

Creative seldom has a seat at the table when planning a programmatic buy.  Media planners are more focused on the media logistics such as which audience to target and what to do in the platform itself to make it all work.  Continue reading →

6 Ways to Say Goodbye to Last Click Tracking

Suzy Sandberg Attribution, Digital Marketing General, Paid Search, Programmatic Display , , , , ,

Last Click Attribution causes channel overlapUsing last click attribution to evaluate the success of a digital campaign is an antiquated system. Most online marketers acknowledge this but use the model nonetheless.

If you break down the reasons why, they usually include some form of the following:

– CMOs are not in the day-to-day nor may they be digitally savvy depending on from where in the ranks they ascended. Continue reading →

Online Lead Generation: Tracking 101

Suzy Sandberg Digital Marketing General, Online Retail Marketing, Paid Search, Programmatic Display , ,

Tracking issues in digital marketing are complicatedIt is surprising how much investment some brands put toward generating leads online and then only read front-end results when assessing the performance of a digital campaign.

Note that “front end” can mean two things:

1. Driving traffic to the site

2. Completing an online form

If driving traffic is a campaign’s sole KPI, presumably there is a good reason. If not, keep reading because this is typically not a best practice and likely indicates that unsophisticated tracking is in place. Continue reading →

Viewability Needs to Matter for all Advertisers, Big and Small

Suzy Sandberg Digital Marketing General, Programmatic Display , , , ,

Viewability terms for digital advertisersI have been exposed to many advertisers who are pushing hard for 100% viewability terms for standard banner buys, which I saw referred to yesterday as a crisis by the IAB. In December, the IAB recommended 70% as the standard, but the large agencies are forcing 100% in their I/O terms, and they are having success obtaining it. Large media budgets, not surprisingly, can be the catalyst for change.  This level of change, though, is of a larger scale than we’ve seen before.

Beyond the suppliers who are the obvious party being squeezed is this scenario, the other disadvantaged party is the small advertisers. Continue reading →

Forrester Wave Cross-Channel Attribution Providers 2014

Suzy Sandberg Digital Marketing General, Online Retail Marketing, Paid Search, Programmatic Display , , ,

Forrester picks their top attribution providers for 2014On Friday, Forrester released their most recent Wave Report on cross-channel attribution technology providers. The companies evaluated fell into 4 buckets: Leaders, Strong Performers, Contenders, and Risky Bets. The companies assessed were bucketed as follows:

Leaders: Visual IQ, AOL Convertro, and Google Adometry

Strong Performers: EBay Enterprises (Clear Saleing), MarketShare, Marketing Evolution

Contenders: Rakuten DC Storm, Abakus

Risky Bets: None* Continue reading →

Digital Strategies to Drive Retail Traffic

Suzy Sandberg Digital Marketing General, Holiday Online Retail, Online Retail Marketing, Paid Search, Programmatic Display , , , ,

Driving retail foot traffic from digital marketingMost retailers rely on media to support store openings and store events as well as for lifting sales of struggling retail locations. Drive-to-retail marketing plans have typically consisted of radio, print and TV in order to build awareness, but more recently, digital has become an increasingly important component of the media mix.

What makes digital unique relative to traditional forms of media is the level of targeting and sophistication that the others can’t provide.  Continue reading →

Programmatic Display: How to Choose the Best Media Partner

Suzy Sandberg Programmatic Display , , , ,

Display LumascapeProgrammatic display is a growing, thriving performance channel in high demand.  Unlike Search which has two core media partners – Google and Bing – with Programmatic there are many potential partners which seemingly provide the same offerings from sources like MediaMath, Turn, Adroit Digital, Quantcast, Rocketfuel, Ad Roll and more.

Knowing how to screen these partners to match to a particular business’ specific needs can yield success.  Here are some key attributes to help when considering the best partner match. Continue reading →

Performance Display: 10 Reasons to Love It Now

Suzy Sandberg Paid Search, Programmatic Display , , , ,

Peformance display works for generating ROIPerformance display is having its day.

I wish I could say “finally having its day” but can’t because it’s only recently that display has emerged as a bonafide direct response channel.  By “bonafide ” I mean that on a click basis, the display ad units hit the target p&l goal.

As you’ll see below, results for display can be made better by applying some portion of view through revenue to the campaign, Continue reading →