Article tags ▼
Why Brands Should Look to Use Programmatic Display Advertising
By Alison Johnston - Director of Internal Operations 18th July 2018 Read time 2 minutes
All marketeers understand the importance of using highly targeted marketing to reach the right audiences online, particularly for conversion driving and there’s a range of measurable channels to choose from. Most businesses prioritise their online budgets on the low hanging fruit of the search market and with good reason, but it’s equally essential to pro-actively engage with potential new customers – working to position your brand front-of-mind for that time your product or service may just be required. Traditionally, this is achieved with above-the-line advertising such as TV and radio. However, these channels typically incur high entry costs and don’t usually yield valuable, usable insight, offline or online.
Programmatic display advertising is fast becoming a well-utilised channel for both brand awareness and conversion driving and with the right expert guidance, can be a highly effective way of achieving the very best performance from automated display ads.
For dedicated online retailers, using programmatic marketing with an ‘always on’ approach is a no brainer. For those with an online offering but with bricks and mortar retail outlets, it can be used as part of a multi-channel strategy to reinforce your brand online as well as offline.
But it goes deeper than just batch-blasting display adverts to as many eyeballs as possible. And not every brand is UK dominant. With programmatic, you buy the audience not necessarily just the ad space, which ultimately means enhanced targeting and better ROI. Due to efficiency of targeting it also offers lower campaign costs (vs offline ATL mass media such as TV or radio), with the ability and agility to scale activity, or swiftly switch to tactical messaging in-line with changing business needs.
Let me answer some typical questions M3.Agency get asked regarding programmatic display…
What is Programmatic Marketing and Where Do I Start with It?
Like any business issue, it’s about identifying what you’re looking to achieve. Is it simply brand awareness? Phone calls or sales? Recapturing abandoned online shoppers? Once identified, you can then set your KPIs. Programmatic marketing often comprises a two-pronged attack: delivering retargeting and prospecting display ads, across multiple devices. Retargeting involves serving ads for a defined time to anyone who’s previously visited your website. These ads can carry generic brand messaging or be dynamically built to show the products a user has viewed or show them similar products. Simple enough.
Prospecting gets more interesting. Initially, you feed in customer profiles to the data stack. Using your own customer profiling is the absolute ideal (if robust and accurate), but you can use the likes of Mosaic demographic profiling or define the audience directly in the system. Targeting the right audience is essential to ensure you get the best performance from any campaign.
Here at M3.Agency we undertake customer profiling across a range of sectors, and the proof of feeding in accurate customer profiling to programmatic marketing reflects in the ROI performance – including the Cost per Sale / Cost per Acquisition.
And here’s the clever bit. The conversions resulting from clicks from your adverts feed anonymised customer profile data back into the tech stack. Data is the fuel that drives programmatic and the systems learn as they go – searching out lookalike audiences and potential new customers. It’s this tech-driven approach that takes display advertising on to a more sophisticated level.
How Do I Target My Audience in the Right Locations with Programmatic?
There’s no point displaying ads across the whole of the UK if your stores are based in the south east. Drill down to mile radius’ or use drive times to ensure impression wastage is kept to a minimum. By doing this you advertise only to the people who would realistically benefit from having your brand or product positioned in front of them. Drill down another level to A/B test creative and gain further real time learnings.
How Do I Keep My Brand Safe Using Programmatic?
It’s important to note that utilising a reputable supplier will unlock more global inventory than that available on the Google Display Network (GDN). And why is that important? The setup of any programmatic campaign will involve specifying the ‘right type’ of websites you wish your brand to appear on.
Lower grade or irrelevant websites can be damaging to a brand. But having the opportunity to appear on aspirational or high quality websites can aid in elevating your brand.
For added brand safety, you can invest in Private Marketplace (PMP) or Programmatic Guaranteed (PG) deals. PMP deals are private auctions for a select number of buyers on premium sites and PG allows you to reserve a guaranteed number of impressions on a publisher’s site. Awarding not only brand integrity but higher than average CTR - but this exclusivity comes at a higher CPM.
How Important is the Creative for Programmatic Display Ads?
Absolutely crucial. Your audience is identified, the geo-targeting and sites you wish to appear on defined - there’s no point going through all that to then deliver poor quality creative. Your brand is precious and coupled with tactical messaging, your ads need to be presented consistently and with impact.
Sadly, we’ve seen a few campaigns fall down at the final hurdle from insisted use of pre-existing creative, but where all other co-ordinates were set up very effectively.
Here at M3.Agency, we scrutinise every single advert format we produce for programmatic marketing campaigns - from page takeovers to mobile device banners. Each one should be true to the parent creative but treated independently to ensure the message is enticing and branding is clear.
In conclusion, Programmatic advertising is a complex area that requires knowledge and effort to fully understand. Specialists are needed to define the strategy and spend plans, to setup the programme infrastructure and run the day-to-day operations, ensuring GDPR compliance throughout. A good creative strategy is essential to brand guardianship and if using programmatic as part of a wider multi-channel campaign, is fully considered for maximum effect and consistency. Feeding insight from other channels into your programmatic strategy can also be key.
And no matter the perceived size of your brand, whether UK wide or regionally based, programmatic can deliver positive and lucrative outcomes. M3.Agency have proven results for many of our clients including Wasps Rugby Club.
If you’re unsure if your current programmatic strategy or campaign creative is delivering you the best results, get in touch to request an audit. We’ll be happy to give you an honest appraisal and chat through recommendations to get your programmatic performance fine-tuned to ROI perfection
A trio of new contract wins has delivered a £1.2m ‘travel’ boost to a leading West Midlands full-service advertising agency. M3, which has offices in Birmingham, Wolverhampton and Oxford Circus in London, has been appointed to support the expansion of Affordable Car Hire, Solos Holidays and Long Travel.
12th February 2019 Read time 5 Minutes
As we enter into 2019 with no clear indication of what Brexit looks like for the UK, many clients and are struggling to understand what impact Brexit is going to have on their business, and the sectors they operate in. I believe marketing teams have a huge role to play in planning and shaping the future of their businesses. There are many different factors that are currently affecting customer confidence and subsequent actions:
6th February 2019 Read time 5 Minutes
As a result of continued growth, our Birmingham-based digital team has moved to a new Birmingham office. The team is now based in Somerset House, on Temple Street, which is ideally located in the heart of the city centre. This location is a 2-minute walk from Birmingham New Street, and a 3-minute walk from Birmingham Snow Hill, meaning it’s perfectly placed for clients and staff alike
24th January 2019 Read time 2 Minutes
When it comes to local searches, businesses with physical locations have a strong advantage compared to online-only businesses. In fact, a study released by Google in November 2018 showed that 61% of shoppers would rather shop with brands that have a physical location than ones that are online only.
19th December 2018 Read time 5 Minutes
One of the leading personalities in the travel market has joined M3 as part of its ambitious plans to double accounts in this sector. The West Midlands full service advertising agency, which has offices in Birmingham, Oxford Circus in London and Wolverhampton, has appointed John Donnelly as Non-Executive Director to build on more than £1.5m of recent contract wins.
3rd December 2018 Read time 5 Minutes
It's that time of year again, no not Christmas (just yet) but the weekend that we all look forward to in the shopping calendar. Yes, I hear you scream Black Friday & Cyber Monday! Well, some of you will.... the rest of us will be turning off the TV & Laptop, hiding under the covers and avoiding making any crazy purchases - or is that just how I feel? I should highlight that statistically I am in the age group that is less likely to embrace the Black Friday phenomenon.
20th November 2018 Read time 6 Minutes
As someone who has recently joined M3, it was a little intimidating when discovering how much there is to learn in such a fast-paced and forward-thinking industry. It's very much a case of being a sponge and absorbing as much information as you can to learn as much as possible from others. It's also important to be taking the initiative and learning as much as you can by yourself.
2nd November 2018 Read time 3 Minutes
Ever since Joseph Nicéphore Niépce made the earliest known surviving photograph (View from the Window at Le Gras) made with a camera C.1826/7, photographers worldwide have strived to create the perfect image. It was only a matter of years later that the first fake, or manipulated images started to appear.
17th October 2018 Read time 5 Minutes
Regardless of the type of business you have, getting new customers can be fundamental to the overall success or failure of your company. The first step is to look inward and clearly identify your own USP’s (Unique Selling Points). A SWOT analysis can help you to identify your top strengths, weaknesses, opportunities and threats and it should have strong bearing on your business development plan. Knowing where opportunities sit and clearly focusing on them can help you to quickly accelerate towards achieving new business wins
10th October 2018 Read time 5 Minutes
A couple of months ago, I was fortunate enough to be asked to join the design jury at this year’s Kinsale Shark awards. Last week saw them reach their climax. It turned out to be one of the most informative, and inspirational weeks I’ve had. As well as a thoroughly beautiful location, it was brilliantly delivered.
4th October 2018 Read time 3 Minutes
Much is currently being made of the financial pressure in print media occurring at present – editors being made to re-apply for their own jobs, wide-spread redundancies across journalist and photographic roles, enforced pay cuts, and entire production departments being relocated across the other end of the country.
21st September 2018 Read time 2 Minutes
We all know that to be successful in business, it’s imperative to maintain a healthy competitive advantage in the marketplace. To do this well and improve sales and market share it’s crucial to know and understand your main competitors and their business strategies. Here are some key aspects to focus on, to help you keep ahead of your competition:
14th September 2018 Read time 2 Minutes
A few days ago Nike premiered their new brand ad. It got a few tongues wagging. The ad celebrates the 30th Anniversary of “Just Do It” and features former NHL player Colin Kaepernick who, in 2016, controversially decided to kneel during the American national anthem as a protest against police brutality and racism, which was met with great support but equally huge backlash, including a vehement speech from Donald Trump, who aped his time on ‘The Apprentice’ calling for him to be “Fired” for disrespecting the flag.
11th September 2018 Read time 4 Minutes
Social media is everywhere. If you’re not on it then where’ve you been the past 10 years? Close to half the world’s population (a touch over 3 billion people, up 13% year-on-year!) are on some form of social media. Your sister is on it, your dad, your nan and increasingly more common, so is your pooch. With these vast amounts of users out there, why are you finding it so hard to actually engage with your followers?
6th Septemeber 2018 Read time 5 Minutes
So, you’ve made the decision you need a new website, but where do you start? Your website is main point of contact with customers and can act as sales representative, education tool and, in some cases, is the first interaction a customer will have with your business – and we all know how important first impressions are! So, it’s vital its done right and portrays the right image for your business.
30th August 2018 Read time 3 Minutes
When you are faced with the minefield of choosing the right font when there are just so many to choose from, how do you choose? And why does it really matter anyway? A typeface can literally make or break a piece of design work, reflecting its own personality into the page.
22nd August 2018 Read time 5 Minutes
Nearly every advertiser would like to see their brand on TV, it looks great and increases brand awareness across a potentially huge audience. But what if you are a local advertiser who needs their marketing budget to cover multiple advertising formats and work just as hard
15th August 2018 Read time 3 Minutes
Just in case you live under a rock, on Mars, or in Glasgow, Rome or Amsterdam, this summer has been dominated by the FIFA World Cup in Russia. Daily office discussions have ranged from waistcoats to VAR, Mbappé to Modrić, predictor pigs
8th August 2018 Read time 4 Minutes
Can anyone be creative? Creativity is everywhere, you just need open your eyes and look for it. In today’s society we tend to walk around with our heads down, plugged into our digital devices.
1st August 2018 Read time 5 Minutes
User experience – or UX for short – is an integral part of the web design process. It encompasses a variety of factors, including usability, accessibility, performance and design. But the key word here is ‘experience’ – UX is all about how a person feels when they interact with a website.
25th July 2018 Read time 5 Minutes
One of the West Midlands’s leading digital marketing specialists has been appointed to lead the expansion of M3, with the aim of delivering £1m of new business.
12th July 2018 Read time 2 Minutes
All marketeers understand the importance of using highly targeted marketing to reach the right audiences online, particularly for conversion driving and there’s a range of measurable channels to choose from.
18th July 2018 Read time 2 Minutes
Tactical versus brand. It can seem like a struggle sometimes. In the blue corner: Hardworking tactical campaigns driving revenue and meeting immediate objectives. In the red corner: Big picture brand thinking about what you actually mean to your audience.
6th July 2018 Read time 2 Minutes
Defining any brand has its challenges. Defining your own - even more so. It’s as much about soul searching as strategic thinking. Especially when many of your colleagues and senior management have strong, long-standing emotional ties to the business you’re about to utterly redefine.
26th June 2018 Read time 2 Minutes
SearchLeeds is the biggest search marketing event in the North and we were thrilled to have the opportunity to see some of the best figures from the search community speaking about what we need to be aware of in our ever changing digital landscape.
18th June 2018 Read time 2 Minutes
This year saw the inauguration of the Birmingham Design Festival. The four day celebration of creative culture saw a series of workshops, seminars, exhibitions, demos and screenings...
15th June 2018 Read time 2 Minutes
A leading Wolverhampton-based full-service advertising agency is celebrating the launch of its new brand by sealing a hat-trick of client wins.
12th june 2018 Read time 2 Minutes
Our let’s do something launch day. You may have noticed that here at M3, we’ve got a new philosophy: Let’s do something. When we launched this new mantra to our team, we did something pretty special.
12th June 2018 Read time 1 Minute
How smaller agencies can make a big difference. It pays to be flexible. Just ask any gymnast or yoga instructor. And in the modern marketing world, the most agile agencies are not always the biggest.
25th May 2018 Read time 2 Minutes
We’ve put on our mittens and filled up a Thermos to create a new low temperature, high action campaign for West Midland Safari Park’s fantastic ICE AGE family attraction.
30th March 2018 Read time 30 Seconds
We love winning awards. But we also love it when our clients win them too. And we’ve got everything crossed that Solmar Villas will continue their award-winning streak at the 2018 British Travel Awards.
6th December 2017 Read time 30 Seconds
Making your customers spend more time with you. Your brand is amazing. You’ve got a great product. You offer amazing value. But unless you back that up with the right customer experience, your audience won’t give you a second look.
2nd May 2018 Read time 2 Minutes
Digital channels work. They’re the main way audiences get to know brands and find the ones they want to spend time (and money) with. But with a sweet, tempting pick ‘n’ mix of channels to choose from, which ones are right for your brand?
19th April 2018 Read time 3 Minutes
Co-op Energy do power with a difference. They asked us to promote their energy options, but to also show how customers help the community through the
24th November 2017 Read time 30 Seconds
The essentials for talking to your customers. First things first, there’s no magic formula. If any agency tells you there is, make sure there’s a fire extinguisher handy, because their pants will be going up in flames shortly afterwards.