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Week 3: Best Practices in Programmatic

by Vanessa Yu on 1st November 2018

Programmatic advertising offers brand marketers the opportunity to quickly and efficiently find new audiences and convert them into new customers. But despite its effectiveness, some marketers still shy away from programmatic, unsure of the best way to approach it.

In a four part series, we will outline eight programmatic best practices to help brand marketers understand how to get started with programmatic advertising.


 

5. Consider your creative

Whether you’re running a brand or performance campaign, it’s essential that your ad creative is compelling, engaging and clear. Think about using eye catching imagery, keeping the message concise and not overloading the ad with text. You may even want to refresh your ad or offer every 6 weeks to avoid fatigue.

Remember ad creative isn’t one size fits all. Your ad needs to work across a host of different size ad formats, some of which can be very small. Adapt your creative to work with different ad sizes to ensure it the message is always clear and engaging, regardless of ad size.

Lastly, if you’re running a performance campaign be sure to use a clear call-to-action (CTA) that complements your objectives and links through to a relevant landing page. For example, if your creative is advertising cheap hotels in Barcelona, make sure that when the user clicks on the ad, they are directed to a landing page that showcases cheap deals for hotels in Barcelona and not sent to a generic homepage or irrelevant page.

6. Decide which data to use

You can use a combination of first party and third party data sources to create an audience and enhance the accuracy of targeting.

Machine learning can also be an excellent discovery tool if you’re looking to identify customers outside of your predefined audience sets who are also engaging with your ads. This is because machine learning can tackle hundreds of thousands of combinations of variables that a human simply couldn’t comprehend so as to target people more effectively. It can, for example, look at data points such as time of day, device and previous user behaviour to find audiences you never knew were interested in your product or service and target these individuals more accurately and in real-time.

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