Attributing ROI To Non-Clickable Media (CTV, DOOH, Audio)

by Denae Luna | Oct 26, 2023 | Digital Marketing, Programmatic

Attributing Return on Investment (ROI) to Connected TV (CTV), Digital Out of Home (DOOH), and Streaming Audio ads can be challenging but essential for assessing the effectiveness of your advertising campaigns in these channels. To attribute ROI to these ad formats, consider the following strategies (ranked in order of most straightforward to most advanced):

Unique Tracking URLs, QR Codes, or Landing Pages: 

Create unique tracking URLs or landing pages for each ad campaign in these channels. This enables you to track website visits, conversions, and other user interactions specific to these campaigns. For visual campaigns like DOOH or CTV you can embed a QR code so people can walk up to the screen, scan, and land on the desired page and track conversions. 

Conversion Tracking: 

Implement conversion tracking pixels or tags to monitor actions that are relevant to your ROI goals, such as website purchases, form submissions, or app downloads. Ensure that these tags are correctly implemented across all channels.

Custom Promo Codes: 

Assign custom promo codes or coupons for each channel or campaign. When customers use these codes during a purchase, it becomes a direct attribution to the specific ad campaign.

Surveys and Feedback: 

Collect feedback and conduct surveys to gather information directly from customers. Ask them about their awareness of and response to CTV, DOOH, and streaming audio ads in your campaigns.

Incrementality/Lift Testing: 

Conduct A/B testing or incrementality testing by running control groups that are not exposed to your ads and comparing their behavior with those who were exposed. This can help isolate the impact of your campaigns.

Geo-Fencing and Geo-Targeting:

Leverage geo-fencing and geo-targeting capabilities. For DOOH campaigns you can attribute ROI by measuring foot traffic or visits to physical locations near displays. For CTV and streaming audio you can measure lift by only running one channel in specific geos and compare them to geos not supported by that channel. 

Attribution Modeling: 

Use attribution models to analyze the customer journey and assign value to each touchpoint along the way. Multi-touch attribution models can help determine the influence of CTV, DOOH, and streaming audio ads in the conversion path.

Cross-Device Tracking: 

Implement cross-device tracking to understand how users interact with ads on different devices before making a purchase. This is important because consumers may see an ad on CTV, then switch to a mobile device to complete a transaction.

Advanced Attribution Solutions:

Consider using advanced attribution solutions like marketing mix modeling (MMM) or time-series analysis to determine the impact of CTV, DOOH, and streaming audio in conjunction with other advertising channels.

Keep in mind that accurately attributing ROI to these channels may require a combination of the above methods and tools. It’s essential to develop a robust measurement and attribution strategy to track the effectiveness of your advertising efforts in CTV, DOOH, and streaming audio to make informed decisions and optimize your campaigns. 

Are you ready to implement your DSP? Check out this article with a great starting strategy: https://populationscience.com/how-to-implement-a-demand-side-platform-dsp/

Integrating Programmatic into Search & Social

by Denae Luna | Oct 24, 2023 | Digital Marketing, Programmatic

Integrating programmatic advertising into your paid search and paid social strategy can help you create a more holistic and effective digital advertising approach. Here are steps to integrate programmatic into your paid search and paid social campaigns:

Set Clear Goals and Objectives:

Define specific goals for your integrated strategy, such as increasing brand awareness, driving website traffic, or boosting conversions and deploy it across paid search, paid social, and programmatic. This may sound like common sense, but you would be surprised how many media teams have their paid search, paid social, and programmatic strategy living in silos. You will have the maximum amount of success if all of your channels are in sync. 

Data Sharing:

Encourage data sharing and collaboration between your programmatic, paid search, and paid social teams. Sharing insights and findings can lead to more effective cross-channel strategies.

Consistent Messaging:

Ensure that your messaging is consistent across programmatic, paid search, and paid social channels. A unified brand message helps reinforce your brand identity and message to your audience. Maintain a consistent visual style and branding elements in your ad creatives across all channels. This helps create a cohesive and memorable brand experience.

Cross-Channel Retargeting:

Use programmatic advertising to retarget users who have engaged with your paid search or paid social campaigns. Via programmatic campaigns you can greatly increase the number of places you can retarget search and social visitors including display, native, connected TV, and even digital audio. Increasing the number of channels you retarget on will ensure your message stays in front of interested audiences any time they are on a connected device. This will help nurture leads and guide them through the conversion funnel.

Leverage Data from Paid Channels:

Incorporate data from your paid search and paid social campaigns into your programmatic strategy. This can help you identify high-performing keywords for contextual tactics, ad creatives, and audience segments to use in programmatic campaigns.

Custom Audiences and Lookalike Audiences:

Use your website as an aggregator to track visitors from all of your paid media campaigns (search, social, and programmatic). This melting pot of data can be fed back into all channels to find lookalikes across all digital channels. Use 

Unified Analytics & Attribution:

Use unified analytics and clearly define how attribution will be handled. This allows you to understand the contribution of each channel to your overall marketing efforts and allocate money across the most effective channels. You might be surprised how difficult this is for marketing teams. As more platforms introduce privacy-friendly defaults attribution is becoming more difficult. Paid search, paid social, and programmatic teams often end up fighting over taking credit for conversions which can cause discontent and more importantly lead to a lack of harmony between teams. 

Cross-Channel Budget Allocation:

Determine how to allocate your budget across programmatic, paid search, and paid social based on campaign performance. Consider channel-specific ROI and adjust budgets accordingly.

Adapt to Trends and Changes:

Stay updated on industry trends and changes in advertising platforms to ensure your integrated strategy remains current and aligned with best practices. Programmatic is a constantly evolving area of media buying so it is vital to stay informed about new opportunities to target and reach your target audience. 

Integrating programmatic into your paid search and paid social strategy requires careful planning, data sharing, and consistent messaging. When executed well, this approach can help you reach your audience across various touchpoints, improving brand visibility and the overall performance of your digital advertising efforts. 

When you’re ready to implement programmatic into your efforts, check out our DSP implementation strategy here: https://populationscience.com/how-to-implement-a-demand-side-platform-dsp/

Why you should hire a programmatic consultant

by Denae Luna | Oct 20, 2023 | Digital Marketing, Programmatic

Programmatic Supply Path Optimization: Why It Matters

by Denae Luna | Oct 17, 2023 | Digital Marketing, Programmatic

Programmatic Supply Path Optimization (SPO) is a strategy used in digital advertising, particularly in programmatic advertising, to improve the efficiency and transparency of the supply chain. It involves optimizing the path through which digital ads are bought and sold, with the goal of maximizing the value for advertisers while minimizing costs and reducing potential fraud. 

SPO is a response to the complexity and opacity often associated with programmatic advertising. In short, SPO is about finding the most direct path at the most affordable price to access quality impressions. 

Here are the key components and objectives of Programmatic Supply Path Optimization:

Transparency: SPO aims to increase transparency in the programmatic supply chain. This involves identifying and understanding each step in the supply chain, including the intermediaries and technology platforms involved in the buying and selling of ads.

Cost Reduction: By streamlining the supply chain and reducing unnecessary intermediaries, SPO can help advertisers reduce the fees and costs associated with programmatic advertising. This can lead to improved return on investment (ROI).

Quality and Brand Safety: SPO can help advertisers ensure that their ads are displayed on high-quality, brand-safe websites and apps. It involves choosing the right supply partners and excluding low-quality or potentially harmful inventory sources.

Reducing Ad Fraud: SPO can also help in the detection and prevention of ad fraud. By working with trusted and reputable supply partners, advertisers can minimize the risk of fraudulent ad impressions or clicks.

Data Analysis: Advertisers may use real-time data and technology to make dynamic decisions about which supply paths to use for each impression, optimizing based on factors like price, performance, and quality.

Consolidation: SPO often involves consolidating the number of supply partners or intermediaries involved in a campaign. Fewer intermediaries can lead to a more efficient and cost-effective supply chain.

Relationship Building: Building strong relationships with supply partners is another aspect of SPO. Collaborative partnerships can lead to better communication, trust, and more effective campaign management.

In summary, programmatic supply path optimization is a strategy that advertisers use to make their programmatic advertising campaigns more efficient, transparent, and cost-effective. It involves careful selection of supply partners, data analysis, and ongoing optimization to achieve better results in the complex world of programmatic advertising. 

Want some more help making a programmatic decision? Check out our Demand Side Platform Buyer’s Guide: https://populationscience.com/demand-side-platform-buyer-guide/

Mastering Demand Side Platform or DSP Buying: Best Practices for Success

by Denae Luna | Sep 29, 2023 | Digital Marketing, Programmatic

In the world of digital advertising, Demand Side Platforms (DSPs) have emerged as indispensable tools for advertisers looking to reach their target audience effectively and efficiently. These platforms offer a wealth of opportunities, but to make the most of them, advertisers need to employ best practices for DSP buying. In this article, we’ll explore the top strategies and guidelines to ensure your DSP campaigns yield optimal results.

1. Define Clear Objectives

Before you start using a DSP, it’s crucial to define clear campaign objectives. Ask yourself:

• What are you trying to achieve (e.g., brand awareness, lead generation, sales)?
• Who is your target audience?
• What key performance indicators (KPIs) will you use to measure success (e.g., click-through rate, conversion rate, return on ad spend)?

Having well-defined objectives will guide your campaign strategy and help you select the right DSP features and settings to achieve your goals.

2. Audience Segmentation

Segmentation is the backbone of successful DSP buying. Break your target audience into distinct segments based on demographics, behaviors, interests, and other relevant factors. This allows you to tailor your ad creative and messaging for maximum relevance. DSPs provide sophisticated targeting options, so take advantage of them to reach the right people at the right time.

3. Data Integration

Leverage first-party and third-party data to enhance your targeting capabilities. Integrating your customer data with DSPs can help you create custom audience segments and deliver highly personalized ads. Additionally, third-party data providers can offer valuable insights into consumer behavior and preferences, further refining your targeting strategy.

4. Ad Creative Optimization

Compelling ad creative can significantly impact campaign performance. Ensure that your ad creatives are visually appealing, relevant, and in line with your brand’s messaging. A/B testing can help identify which creatives resonate best with your audience, allowing you to refine your approach over time.

5. Budget Management

Set a clear budget and bidding strategy for your campaigns. DSPs offer various bidding options, such as cost per mille (CPM), cost per click (CPC), and cost per acquisition (CPA). Carefully analyze your KPIs to determine the most cost-effective bidding strategy for your objectives. Be prepared to adjust your budget based on campaign performance and market conditions.

6. Real-time Optimization

One of the key advantages of DSPs is their ability to provide real-time data and insights. Monitor your campaigns closely and make adjustments as needed. Pause underperforming ads, allocate more budget to top-performing segments, and fine-tune your targeting parameters to improve results. Continuous optimization is crucial for maximizing ROI.

7. Cross-Channel Integration

Consider integrating your DSP campaigns with other marketing channels, such as social media, search advertising, and email marketing. This cohesive approach ensures that your messaging remains consistent across platforms and maximizes the impact of your campaigns.

8. Brand Safety and Ad Fraud Prevention

Protect your brand by implementing strict brand safety measures within your DSP. Use tools that can detect and prevent fraudulent activity and ensure your ads are not displayed in inappropriate or harmful environments. Brand reputation is paramount in advertising.

9. Performance Analytics and Reporting

DSPs offer robust reporting capabilities. Regularly review performance metrics to gauge the success of your campaigns. Analyze conversion paths, attribution models, and audience insights to refine your targeting and messaging further.

10. Stay Informed and Evolve

The digital advertising landscape is dynamic, with new technologies and trends emerging regularly. Stay informed about industry developments and be prepared to adapt your DSP buying strategies accordingly. Continual learning and flexibility are key to long-term success.

Demand-side platforms have revolutionized digital advertising, offering advertisers unprecedented control and precision in reaching their target audience. By implementing these best practices for DSP buying, you can harness the full potential of these platforms to drive impressive results for your advertising campaigns. Remember that success in DSP buying often requires a combination of strategic planning, data-driven decision-making, and ongoing optimization.

Reach out to us today for a consultation regarding your DSP needs.