Author:Priya Kapoor

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Programmatic TV: A missed opportunity for brands

I’m sure you’ve heard the term “cord cutters.”  It’s the cable industry’s worst nightmare.  It’s the been the number one disruptor to the entertainment industry as we know it.  This shift started with Netflix and has just grown

to the point that in 2016, one in five people have opted out of cable. When I moved in my apartment about a year ago, I certainly considered whether cable was worth the money. I only watch shows on Netflix, Xfinity, or HBO Go – why would I pay extra for channel I don’t watch? I don’t watch TV for channels, I just need to watch my shows.

Holistic Holiday Programmatic Planning

Heavy holiday sales volumes are often the key driver for success in organizations with strict attribution models and ROAS goals. So, how do you deliver programmatic success when it really counts? One particularly challenging case this holiday is the perfect example to share the four steps our team takes to build a profitable and efficient programmatic strategy. One of our e-commerce brand campaigns was reviewed under a 30% view-through attribution model, but still delivered over $16.5M in revenue. The campaign was distributed across 3 different platforms, 5 different markets, and included prospecting sales. How did we set it up:

Microsoft Store Social ROAS

How to Best Tune Your Programmatic Campaigns to ROAS Targets

There are many external, uncontrollable factors that can affect your campaign’s ROAS (return on ad spend) targets other than optimizations. A few are the promotional product itself, landing page experience, product cycle seasonality, and SKU revenue. Below are some best programmatic practices to tailor your campaigns to these variables that can unexpectedly sway your ROAS performance:

Audience Segmentation

Finding a High Value User at a Low Cost

A forefront advantage of programmatic ad buying is the ability to shop at multiple ‘stores’. It gives us the ability to shop for high valued inventory and users. This high value user will increase your return but there is a balance between what the value the user is expected to be worth and how much of your ad budget you are expending on this audience.

What tools provide you to find a high value user?