Author:Priya Kapoor

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programmatic advertising is this its year

Programmatic Advertising: Is This Its Year?

Programmatic media buying is no longer a foreign term in marketing. eMarketer reports US programmatic digital display ad spending will reach $39.10 billion and comprise over 81% of digital ad spending by the end of 2018, and increase from there. That’s a significant increase from its $9.9 billion reach in 2014. 2017 was widely referred to as “the year of programmatic,” but as digital spend continues to increase annually, we may find ourselves continuing to ask: is this its year?

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?