Programmatic… the act of planning and buying media without talking to a human being…is still misunderstood by the advertising world. Many people mix up programmatic with real-time bidding, which is in fact a subset of programmatic. There are three main areas of programmatic you’ll come across:
Real-Time Bidding is buying advertising (display/banner ads) in real time. Most advertising platforms (Quantcast, AreaOne & Adgorithms) will go into an auction and bid to compete & win inventory to serve your customers with an advertisement. If you win the auction, your ad is served which hopefully means your customers will convert and buy something on your site. The auction process is very similar to Google AdWords.
Programmatic Direct is not done in real time but advertising is often bought months in advance. You could make it programmatic by showing advertisers what’s available in your inventory, cost and what creative they need to upload to launch a campaign. The advertiser picks what they want, uploads creative and charges their credit card for the purchase. I could also see TV, digital out of home and digital screens in malls or bars as a direct buy. These would all be done in advance too.
Programmatic Premium could be done in real-time. However, it usually seems to related to a private advertising exchange connecting a premium publisher(s) and a premium advertiser(s) to make a sale happen. You’d be working at a FMCG brand to get access to this advertising exchange is my impression.
Now if you work in-house like I do and you don’t plan to hire an outside agency to run your programmatic. Than you need to do some research on all the different platforms and ask the right questions. Most platforms offer the following:
I had the honour and pleasure of speaking at MozCon this past week. My topic was Delightful Remarketing and how you can do it too. It was very well received by the crowd based on feedback and the number of people I spoke to over the next 72 hours. Notes for each slide blow.Slide 1
Remarketing is about connecting with visitors to your website who may not have made an immediate purchase. By targeting ads in front of a defined audience that had previously visited your website.Now when I explain remarking to most people. I get this reaction…Slide 3
A lot of people find remarketing creepy and weird. They don’t get why they are seeing those ads around the internet…. let alone how to make them stop. I don’t think that has to be the case, delightful remarketing. Read more…
Mobile isn’t the future. It’s the present. Mobile apps are changing how we interact with devices, websites and even with a brand. There are new opportunities being created by companies who want to create a relationship with their customer and provide something of value in return.
This post will show the growth of mobile app, mobile search and what it really takes to gain a strong visibility in a crowded market place while trying to drive engagement and installs for your app.
When you look at the top 10 online properties in the US, 34% of visitors are mobile-only (comScore data). BuzzFeeds traffic is heavily mobile for the last 18 months and is only growing stronger each day.
If you’ve any doubt that mobile is changing how we use the internet. Than you need to read Ben’s deck on Mobile Is Eating The World. This is no longer a revolution but a seismic shift in how business is done and how people will search for the future.
Keyword Tool uses Google’s Autocomplete to generate 750 relevant long-tail keywords based around a set of words you type into the search box (it’s free). If you’re involved with SEO, PPC or content creation then you know how useful these keywords can be. You can also find out searches for Google Play, which I’ll get into next month when I write about the Basics of App Store Optimization (ASO).
About Google’s Autocomplete
As you type in Google’s search box, you can find information quickly by seeing search predictions that might be similar to the search terms you’re typing. For example, as you start to type [Canadian], you may see other popular Canadian-related searches.
Why Does It Matters
Depending on your business, you may get 80% of your business from urban centres. However, you may not spend that same amount on your marketing in your those markets (could spend more or less). Finding out where you get your business from and what you spend to acquire that customer is a key determination of your success.
A similar example of this idea is a story I heard a few years ago about major bank who found out that 10% of their customers where producing 70% of the calls to their call centre (and thus were greatly unprofitable for them). After months of doing the research and double checking their number, they sent those customers a letter saying they couldn’t be a customer anymore and would happily help them transfer to a new bank. This allowed the bank to refocus on up selling and creating better services to their profitable customers.
Business is as much about making your company more money as it is about finding ways to cut down on your expenses and focus on your profitable areas of the business.
How To Do It
If you login your Google Analytics and head to the “Channel” subsection under “Acquisition” on the left hand panel. You’ll see all the different marketing channels that are driving your business forward.
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