Programmatic Display & Video Advertising That Packs A Punch.

Measurements of a Successful Advertising Campaign

How you measure the success of a display or video advertising campaign depends largely on where your brand is in its life cycle, the type of audience you want to target, and what you want to ultimately achieve, from there, you can work backwards to implement a cohesive strategy that can work independently, or in conjunction with other advertising channels in the marketing mix, providing assists as a ‘top of funnel’ strategy, or to retarget website users to convert potential customers who have already interacted with your brand.

There are a range of strategies that you can employ for your display or video campaign:

• Awareness & Reach – Referred to largely as a ‘top of funnel’ campaign, and often this strategy might be implemented to launch a new brand or product, where the goal is to achieve maximum reach. The goal of this campaign might be to achieve a certain CPM (cost/1000 impressions) rate, or to reach a particular number of unique users in a specific geographical region
• Traffic – Also known as ‘consideration’, a traffic campaign might hone in on specific and relevant audiences, that are more likely to resonate with your brand and therefore interact with your display or video advertising. Here, you might measure the success by looking at the cost per click rate of the campaign, or in some situations, conversions after the user has clicked, or viewed an ad
• Retargeting – Often referred to as the ‘low hanging fruit’ when it comes to digital display and video advertising. This strategy targets users who have already visited your website, either organically or through another medium, but have not taken a significant next action (such as a purchase or a sign up). In this situation, you might serve alternative creative to the user, enticing them to revisit. You would often measure the success of this campaign type by tracking post view and post click conversions
• Retention – Once users have become a loyal customer, the trick is to keep them, and often targeting existing users with promotions or upcoming events, keeps your brand at the top of mind, and the first choice when that customer is ready to purchase again

Keep in mind, all of these strategies rely on a robust tracking set up, and compelling creative designed to stand out and convert. Tracking and creative implementation is a cornerstone of our display and video programmatic campaign set up at TBD.Media, so talk to us about how we can optimise your campaign, for maximum impact and efficiency.

Display & Video Advertising Opportunities

Through our in-house demand-side platform (DSP) at TBD.Media, we’re able to access an abundance of inventory that is suited to one of the strategies above. You may have a website and only want to be seen on ‘higher end’ websites such as Forbes, CNN, or The Athletic for example. Or, you want to achieve maximum eyeballs on a global scale, by having a presence on high traffic volume websites, or well known apps. Once your overall strategy is lined up, you can then think about what type of inventory might be available to you, for example:

• Web/Mobile Web/In-App – Each placement type requires different versions of video or display creative, for instance, there are more opportunities for high impact large billboard banners on web, than there are on mobile or via in-app placements. In-app however utilises more full page interstitial style banners, that you might see on gaming apps from time to time
• View-ability – By measuring the view rate of your ads, particularly display banners, your strategy might consist of only inventory which appears above or middle of the fold, meaning a higher view rate, than below the fold banners. We’re able to measure if a user has viewed an ad for a period of time, then optimise towards the best performing placements
• Pre-roll/Mid-Stream – With more and more video content being produced, pre-roll ads that are skippable, or non-skippable are becoming more effective in driving awareness to users who might not necessarily know about your brand. By bidding on sites that allow for pre-roll ads, which is usually news or entertainment websites, you can expose potential new customers to your brand in an instant