By 韦斯利·法里斯 CA88的合伙人总监
程序化已经有了相当大的发展. 什么曾经是一项实验性技术, 现在已经演变成跨海峡, data-driven ecosystem with unlimited opportunity and strategic value. 事实上,你.S. 编程 spending continues to rise – it is expected to surpass over $27 billion by the end 2017, 根据电子市场. 今天，问题不再是我们会使用编程吗?” 而是,“我们将如何使用Programmatic?”
尽管程序性的增长和广泛采用, many marketers still struggle with how to best leverage it to maximize ROI. That’s not surprising considering its vast menu of options — 编程 can leave many marketers wondering where to begin. 但事情并不一定要这样. Below are five tips to help you navigate your 编程 options today:
在深入到程序化之前, it’s important to first understand and acknowledge the objective of your effort. 这个活动的目标是直接回应还是品牌宣传? Are you trying to drive people to a physical location or convert online? Are you trying to better understand your audience or learn when and where they are converting?
Identifying the goal of the campaign will enable the selection of the best 编程 tactics. 例如, 如果你的活动目标是直接回应, 你的规划工作应该包括重新确定目标. 如果你的目标是打造品牌, focusing on domains with high impact ad units and domains with historical high 可视性 分数是很好的起点. 例如, you might work with a partner who can measure 可视性 and Limit 欺诈 以确保广告的高度可见性. 整体, aligning your goal with your 编程 tactics will deliver better performance and improved ROI.
There are many ways to reach an audience 编程ally: desktop, mobile, mobile apps, video, native, audio, and TV举几个例子. 但是你如何选择正确的频道呢?每个频道都有它的优缺点, and you should carefully weigh them when deciding where to spend your budget. 例如, 桌面显示 tends to be affordable and flexible, but won’t drive as many clicks. 相反, 视频和音频可以驱动高可见性, have better ad recall and are strong branding performers, 但它们的cpm更高.
So, if the goal is a low cost per action or return on ad spend, you are better off spending your budget on desktop and mobile display. If you are looking for better brand recall, video and audio might justify the higher CPM. Cross device targeting is essential if you are trying to drive conversions/sales in order to reach the target audience during all phases of the purchase cycle. 在一般情况下, if you want to get more value from your 编程 media buys, don’t underestimate the importance of carefully selecting the channels you’ll use for your campaign.
随着程序的增长, we’ve also seen the proliferation of 受众细分 and big data, both of which can be used to enhance and optimize campaigns. A great way to visualize the data selection process is to think of 受众细分 作为不同的数据层. 对于每个数据层, the goal is to filter and remove users that don’t fit the target you are trying to reach. 例如, let’s say you want to target women who will be in market to
- 第一个数据层 might try to segment the entire user population to identify pregnant women. This could be accomplished by looking at a combination of demographic data and apps on the user’s device.
- 第二数据层 might look to identify pregnant women who have shown an interest in maternity clothes, 或购买它们的行为. 营销人员可以在搜索历史上瞄准他们, 上下文内容, 以及他们的地理位置历史. These two data layers will help you establish a baseline for pregnant women who have shown an interest in purchasing maternity clothes.
- 第三个数据层 could be the audience of users who have viewed specific products on a maternity clothes brand’s website and are retargeted.
整体, a layered data strategy enables you to filter out non-applicable users, 专注于你的理想目标受众. 这样做将提高您的编程工作的ROI.
It’s important to know what is performing in a campaign and why? Programmatic media allows marketers to understand performance at a level that is unmatched when compared to other traditional media such as print or TV. 今天, there are no longer limitations to properly attribute a 编程 media campaign, and marketers don’t have to rely on CTR or first/last click attribution. 而不是, attribution allows marketers to truly understand — on a 1-to-1 level — how their media affected their bottom line. 例如, tying media to physical in-store traffic is a great way to take an abstract media metric and apply it to real world performance, 并且在市场上随处可见. Media can be tied to loyalty data or credit card transactions as well, so marketers no longer need to guess if a campaign made an impact on the bottom line. 从品牌的角度来说, marketers can just as easily tie a media campaign to the impact on their brand and how consumers perceive it.
幸运的是, 编程式媒体提供更多指标, 的见解, 而非其他形式的媒体. Tapping into this data can greatly help you uncover 的见解 that aren’t always intuitive, 提高你下一个项目的绩效.
例如, 如果你是一名专注于运动服装的零售营销人员, 你可能会认为你的受众可能偏向男性. 然而, a 编程 campaign might reveal that your top performing audience is actually females 25-34. Be sure to examine your 编程 campaign 的见解 for learnings that will help you fine-tune future efforts. Doing so will ensure increase your ROI and bottom line performances.
总会有办法改进媒体购买, and 编程’s flexible capabilities allows for that continual optimization. 飞行前的, 飞行途中, and post-flight analysis and strategy can ensure campaign performances continues to improve. 在规划规划工作时, be sure to take the time to apply the the above 5 tips to boost success.