Display Advertising

Brand Safety Basics: How We Protect Your Brand Online

A few weeks ago, I was asked to represent the Point It Programmatic team on a call with a client who was interested in revamping their display media efforts. I joined the call with a fresh PowerPoint deck locked and loaded, ready to espouse all that I know about the far-reaching capabilities of a well-managed programmatic ad spend.

But instead of getting grilled on the different tactics that we use, or how we go about bringing performance, the first question I was asked was, “What’s all this I’m reading about Chase Bank and programmatic brand safety?”. What followed was an unexpected and candid conversation about not only online brand safety, but how we at Point It, are set up to protect our clients’ ads from appearing next to brand damaging content.

Essentially, we have the process broken down into three steps:

programmatic advertising questions live event

Programmatic Advertising Questions Webinar Recap

Interested in programmatic advertising? You might have a lot of questions, or just don’t know where to start. Our programmatic display team presented a webinar answering frequently asked questions last week. This virtual event served as a link between those who know, and those who want to know. In this recap, I’ve put together a handy overview of what was covered. Ready to watch the webinar?  Go get “Programmatic Ad Office Hours” in our resource library!

5 Key Takeaways from Programmatic IO SF

Last week I had the opportunity to attend the Programmatic IO conference in San Francisco along with my colleague Priya Kapoor, as we heard from the industry’s luminaries and brightest minds on the latest trends and challenges facing programmatic media buyers.  We mingled and collaborated with brands, agencies, and vendors alike to gain their perspective, and although there were a variety of topics and viewpoints, there were a few key takeaways that stood out to me.

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:

Google GDN

GDN: A Drop in the Programmatic Bucket

What is the difference between Google Display Network and Programmatic Advertising?

As advertisers, our main goal is to maximize the effectiveness and value of our advertising budget. It was our goal yesterday, it is our goal today, and it will be our goal tomorrow. But how do we successfully accomplish this feat when it comes to online display advertising, where even a million dollar spend can be a drop in the bucket if not spent correctly?

Defending Your Digital Marketing Budget

Defending Your Budget: Programmatic Advertising = Dollars in Your Pocket

It’s budget time again. If you’re in the middle of building a 2017 marketing strategy that’s bigger and “badder” than ever, you’re going to need some ammunition to build your pitch for driving your marketing team to success. This is the second in a series of four blog articles (Efficiencies Through Holistic Marketing Strategies, Programmatic Advertising is Dollars in Your Pocket, SEO is a Digital Marketing Building Block, and Bigger Budgets Means more Conversions) to help you pitch, defend or grow your digital marketing budget.  

Attribution

Attribution – The Shackles of Digital Marketing

Attribution. Friend or Foe?

Attribution is one of the biggest question marks in Digital Marketing. Who gets the credit for a purchase? How are they claiming the credit? Are these purchases being double counted? Triple counted? Trying to answer these questions can pull you into a rabbit hole of confusion and frustration. These conversations normally end in arguments about first touch or last touch and view through or click through. I think we need to rethink how we measure and utilize attribution, especially across marketing channels.

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: