Week 4: Best Practices in Programmatic

by Vanessa Yu on 8th 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.


7. Consider your channels & messaging

Both desktop and mobile are perfect for running campaigns, but your messaging across each will differ. This is because mobile is better for low consideration bookings, whilst desktop is better for high consideration bookings. Make sure your messaging is personalised accordingly to have the best impact on the user.

Retargeting can be an effective way to reach users who have already engaged with your ad or website. But be mindful of the frequency at which you retarget users, as overdoing it can negatively affect the user experience and your campaign performance. Avoid overuse by setting frequency caps to limit the number of times the same user is served your ads.

8. Attribution

Using the travel sector as an example, attribution will differ depending on your customers. When it comes to booking travel, business customers have a shorter consideration period than leisure customers because their needs are more immediate. For business customers, use a shorter post-impression window, typically 24 – 48 hours and a 7 day post-click window.

Leisure customers have much longer consideration periods so it’s advisable to use a longer post-impression window of 7 days and a 30 day post-click window.

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