June 23, 2016

Part 1 of IAB Training Series #7: Successful Programmatic Marketing
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It was a sold-out event at the Programmatic Marketing Training Series held on 26 May 2016 at the LinkedIn Singapore office. This session went beyond the programmatic jargon we often hear in the media to help digital marketers understand their ad tech needs and guide key stakeholders towards the right investment decisions.

The introduction was held by James Sampson, the VP & General Manager APAC, DataXu & Co-Chair of IAB Programmatic Committee and Grégory Pichot Director of Client Advisory at AppNexus.

In true IAB fashion, part 1 of this summary will layout the definitions to make sure that everyone was on the same page.

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In a nutshell

Programmatic makes buying and selling ad space simple and automated. We don’t have to purchase ad inventories in bulk anymore, instead, we’re able to purchase specific inventories that are campaign-specific. Thus, we can now connect agencies with multiple sellers and buyers in the market. It gives advertisers the upper hand in selecting an ad space to specifically target material to the preferred audience. Through programmatic, we can determine whether we are delivering the correct content to the correct people by using tailored platforms. Provided this option, analysing the flow, interest and habits of the market is made easier and can help improve ads.

Bidding on inventories in real time provides accurate data on the effectiveness of ad placements. It is truly the smartest way to go, considering the variety of options given to a buyer and a seller.

Programmatic is not just one channel - it’s a path to talk to several audiences across different channels and formats.  It touches every single point connected to internet.

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The key players

Programmatic is just a process; it needs technology to come alive: the DSP and SSP.

The Demand Side Platform (DSP) is a software that gives marketers the chance to buy inventories in an automated fashion, across multiple inventory and data suppliers in a centralised management platform.

The Supply Side Platform (SSP) is also a software used by supply partners to automate the selling of digital advertising space, using auction based models alongside sales workflow improvements.

How do they help?

DSPs offer ad agencies the power to choose the perfect inventory. DSPs narrow your campaign towards just one user by selecting market that you wish to reach. Also, because of the wide array of inventories and data supplies in the back-end, creating a campaign only needs to be done once for it to continually run across different channels and formats until you decide to change or stop it.

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This makes scaling plausible and one campaign can reach many tiers of verticals, websites and audiences. Thanks to the optimisation engines that DSPs have, buyers can also optimise and decide when it makes sense for the objective of the company to buy the inventory or to bid on it for a higher ROI.

The SSP is an important element for publishers or the sellers. It helps them monetise, depending on how they want to sell or package their inventories. SSP provides access to a global buying community and makes selling easier with an automated workflow. Through SSP, we have the option to sell ad spaces to a public market, private market or a specific buyer, and also have the right to price them.

With the SSP’s functionalities, advertisers can control the possible contents that can be published on the ad space. Audience management and analytics are also parts of what SSP can do.  

Collected data

Through the increased use of the internet in SEA, collating data for further study and analysis is made easier. Whether it’s a transactional data or a personal/user data, it can be used to have a better understanding on the flow of business on your advertising campaigns. This information will help in determining how to improve each ads to benefit the marketers, publishers and consumers.

The marketer is enabled to target and re-target the audience. The publisher will have a better understanding on who’s coming and visiting the website. For consumers, having a general communication to their interest is always better than having irrelevant advertisements.

Data platforms make online marketing more concrete, we just need to know how to use it.

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