Programmatic media buying is a buzzword that has been making the headlines on marketing news outlets. But what is programmatic media buying?
We define programmatic media buying as the act of bidding on an advertising inventory source AND bidding in real time. Each one of these points is vital to understanding the programmatic media buying process.
Bidding on an advertising inventory source
With the growth of ad marketplaces and networks, advertisers can leverage programmatic media buying to bid on and procure digital media without having to pre-negotiate a price with a publisher or online outlet; sign up for a minimum number of impressions or a minimum budget; or generate an insertion order. Advertisers can buy digital media across publishers, (e.g.a 300×250 IAB standard ad unit on Yahoo! or a 15-second pre-roll video on YouTube), on demand and to the extent that they require to satisfy a specific campaign objective.
When a consumer loads a web page with an available space for an ad impression, the publisher of the page puts up the ad impression for auction in an ad marketplace. The ad marketplace then runs an auction among advertisers interested in the opportunity to serve an ad to that consumer. Dozens of advertisers may simultaneously compete in such an auction. Ultimately, only one of them wins the auction and earns the right to serve an ad to the consumer. Best of all is that the process of advertising inventory auction happens within seconds of the website loading and doesn’t require anyone reviewing the auction in real-time.
Bidding in Real Time (RTB)
Imagine you had the opportunity to buy a television spot on any network, wherever you needed one, without going through the advertising sales departments! With programmatic media buying, advertisers no longer need to buy digital media from an inventory source (e.g. a web publisher) in advance. Instead, they bid for it on demand in an ad marketplace and network. Advertisers now have access to several tens of billions of daily opportunities to bid and buy digital media on ad marketplaces. The marketplaces make these opportunities available via auctions and an entire ad auction takes place in a couple of hundred milliseconds or so.
Advertisers participate in “Real- Time Bidding” (RTB) within ad marketplaces and respond with their auction bids within the blink of an eye. The short duration of these auctions is essential for speedy webpage downloads and an improved end-user experience.
The true value of programmatic media buying for digital marketers is the ability to target their desired audience with digital media campaigns both quickly and efficiently.
Still confused? Request a demo of the Choozle platform and we’ll show you how to use programmatic media buying in your next digital marketing campaigns.
Welcome to The SIMPLEmatic—an exclusive source for updates and news from the great big world of digital marketing from your good friends at Choozle!
We all know that the acronyms RTB, DSP and DMP are popping up everywhere. But many marketers still don’t fully understand what they mean, or the impact they are having across digital media and advertising. And trust us, acronyms can get dangerous when people use them incorrectly. (LOL does not mean Lots of Love)!
|Choozle Officially Launches
We have officially launched our new platform that enables any business to understand their consumers via rich visual insights then reach them seamlessly with real-time advertising.
Take a look at our 1-minute overview!
|What the HECK is RTB
The digital marketing space is quickly moving into a real-time bidding atmosphere. But what does mean for digital marketers and how does it work?http://bit.ly/1gVYbxD
|Rise of Digital Spending
In a recent study, eMarketer estimates that digital advertising spending worldwide will grow 14.8% this year to reach $137.53 billion. Read the study here: http://bit.ly/1mMSR2Z
|Programmatic Is Leading the Way
Don’t get left in the dust. A recent projection show that 59% of media buying will be done through programmatic channels by 2015. Read more: http://bit.ly/1heGmax
|The Makegood Highlights Choozle
For a quick overview of the Choozle platform check out The Makegood’s interview with our CEO & Co-Founder, Andrew Fischer. Get the full scoop here: http://bit.ly/SMBSla
|Choozle Featured In VentureBeat
To launch the new Choozle platform, VentureBeat snagged the scoop of our expanded features and capabilities. Read more: http://bit.ly/1klwAI0
|AMEX = 100% Programmatic
It’s no surprise that the biggest digital advertising spender is seeing the value in programmatic media buying. Read more on how AMEX is moving their budgets to RTB: http://bit.ly/1mz4PhV
The average small and medium-sized business (SMB) in the US spends about $400 a month on marketing, according to the US Chamber of Commerce’s 2013 SMB Internet Marketing Survey. Of that $400, 46%, or $184, is dedicated to digital advertising.
We know what you’re thinking, “with such small budgets how can digital marketers create successful campaigns.” For the greatest ROI most digital marketers at small business are turning to locally focused advertising campaigns. The marketer wants the ability to target their audience based on interests and location for all their advertising campaigns.
While budgets are low the digital marketers’ expectations are high (as they should be). They expect their ads to be served on high-quality inventory while driving a variety of key performance indicators, including clicks, online leads, incoming calls and foot traffic.
So, how can Big Data make the most of small campaigns?
Ironically, it takes using big data in its smallest unit, an individual data segment, to make the biggest impact for small campaigns. By creating customized audiences from these data segments digital marketers have the ability to drive any campaign with any size budget. These individual data segments include demographics, psychographics, purchase intent & consumer behaviors. Selecting multiple data segments that profile a target audience can ensure that campaigns are accurately reaching the desired audience. Digital marketers can create dedicated campaigns that target users based on specific interests or behaviors that are relevant to their ad or brand messaging.
For example a digital marketer for a real estate company can compile a custom audience by including data segments like individuals in-marketing for homes, property type, median household income, and location. By combining these multiple data segments the digital marketer can pinpoint their desired audience online.
Still confused? Request a demo of the Choozle platform and we’ll show you how to use big data in your next digital marketing campaigns.
The digital marketing space is quickly moving into a 100% RTB or real-time bidding atmosphere. But really what does RTB/Real-time bidding mean for digital marketers and how does it work.
Real-time bidding is the act of buying digital inventory from multiple publishers on an impression by impression basis, typically involving an auction pricing. It enables digital marketing and advertisers to bid in real-time on available ad inventory, maximize results within shorter timelines, and improve budget flexibility.
Display advertising traditionally required advertisers to pay a fixed rate for a certain number of impressions, even though some of those impressions might be less effective at certain times of the day. RTB allows larger advertisers to set their price based on a publisher’s relevance to their campaign and smaller advertisers to advertise whenever the current bid meets their budget.
But how does it work? RTB/Real-time bidding involves three players: an advertiser (or media buyer), a publisher, and an ad exchange.
Online publishers auction off their available ad inventory as an individual impression in real time via the ad exchange. Advertisers or media buyers use the ad exchange to bid in real-time per impression.
Real-time bidding (RTB) allows advertisers to decide in real-time the value of an ad impression and decide whether or not to bid for that impression based on its value to their campaign.
Still confused? Request a demo of the Choozle platform and we’ll show you how to use real-time bidding in your next digital marketing campaigns.
Still confused on what we do at Choozle? Here is a 1-minute video to clear that up.
Choozle is disrupting the ad technology ecosystem with our super simple end-to-end digital marketing platform. We are a fun hard-working crew that is tackling a large problem as we built and operate a slick SaaS platform that enables any marketer to efficiently drive online marketing ROI. Choozle is a quickly growing its client base of top notch consumer brands and innovative advertising agencies. This is a unique opportunity to work within a high-growth venture funded digital media startup as we make waves in the online ad technology industry.
This position will work with the Client Success Manager to help deliver day-to-day account management and support services to the Choozle customers. From onboarding guidance, to platform training and ongoing support, this position will ensure client success at every turn. As the direct customer liaison, the Client Success team works closely with both the product and sales teams to help continuously improve the platform and provide solutions to the Choozle partners that ensure they achieve ongoing success within the digital marketing platform.
The primary role in this job is to work with the Client Success Manager to efficiently and effectively onboard the client into the SaaS platform and to serve as a lifeline as a client ramps up. As a self-service platform, the goal is to quickly and effectively remove their training wheels so they can cruise on their own, but Choozle does provide ongoing Customer Success to our strategic clients. This position will also measure and optimize overall satisfaction and clearly communicate the pain points and feature “wish list” back to the product teams. The ideal candidate will have a passion for technology and the digital marketing/ad space. The ideal candidate will also be willing and able to dive head-first into unknown territory and be resourceful in order to figure things out on the fly.
- Help guide key customers through the setup of their Choozle platform
- Help create and provide customer training and online product demos, highlighting the functionality and use of audience insights, media creation tools, and the programmatic media planning engine
- Work with the Client Success Manager to assist clients in the development, execution, and optimization of online advertising campaigns
- Help in providing product support via phone, email, and online community
- Technology enthusiasm/passion/aptitude
- Analytical problem solving
- Excellent written communications: clarity, brevity, grammar
- Excellent verbal communications: articulate, patient, excellent listener
- Familiarity with Web technologies, comfortable with data, and ability multitask
- Professionalism: promptness, attention to detail, organization
- Must be willing to work in a startup environment by being flexible and open to new tasks or responsibilities
Additional Desired Skills:
- Strong experience with PowerPoint and/or Keynote to create support and training materials. Excel wizard.
- Strong skills in Photoshop and Illustrator
- Knowledge of current ad tech trends and techniques
- Experience with all forms of digital marketing mobile, social, display, email, & etc.
- Experience working in Salesforce
Interested applicants should email firstname.lastname@example.org with a resume and cover letter outlining your skills and experience.
Is there any industry with as much fragmentation and disparate overlapping technology solutions as the online advertising industry? DSP, SSP, DMP, RTB, CPM, CTR, DNT….WTF? If creating acronyms is a measure of success, then online ad technology is the front runner.
As the “Internets” rose to prominence in the late 1990’s, it held the promise of the holy grail for advertisers: a completely new, highly efficient, and measurable advertising medium! THE new medium that would quickly put other mediums’ out of business. This promise was a key driver of the “internet bubble” of the early 2000’s and the “just go West, son, and get eyeballs…” mentality.
In the early days, however, most online advertising campaigns were very labor intensive. It often started with an RFP (request for proposal) from a digital agency typically comprised of a word document overview and an excel spreadsheet with inputs for impressions, ad types, and CPMs. Even a small online campaign of $10K would often require dozens of individuals to execute including brand marketers, agency media planners, supply side sellers, traffickers, gremlins, etc. That doesn’t bode well for the actual advertisers – lots of hands stroking that media budget.
Fast forward fifteen years: I just received an RFP from a prominent agency that represents multiple nationally recognized brand clients. The RFP consisted of a word document overview and an excel spreadsheet! Seriously? This is broken, and needs to be fixed.
Obviously the online advertising industry has made great strides in the last fifteen or so years. Advertising networks quickly rose to prominence providing buyers scale and sellers access to major spends. They still exist but are now being superseded by “real time” ad exchanges with Supply Side Platforms (SSP) servicing the ad sellers and Demand Side Platforms (DSP) aiding the buy side. And there is a highly sophisticated ‘big data’ layer in the middle which guides the targeting and optimization of all the campaigns. Oh yeah, marketers/agencies also need to identify and target their users with multiple formats (display, video, search) and across multiple platforms (desktop, mobile, and tablet…and anything in the future…watches, glasses, drones, embedded brain chips)?
As the advancement of online advertising technology has become highly sophisticated, it is now quite confusing if not downright intimidating – and not to mention prohibitively expensive. Keeping up with the changes is a full-time endeavor. And typically only large ad spenders and/or their agencies have the resources to engage a full “marketing stack” to capitalize on these advancements.
But what about the marketer and advertiser who can’t afford multiple enterprise level platforms and/or a giant agency to do this on their behalf? And how about the independent agencies that also can’t tap into the ad-tech matrix? How can they leverage these data driven and programmatic efficiencies?
Well, similar to many other industries that have been disrupted by software – Finance, CRM, ERP – change is a coming. The large enterprise players (think Oracle in CRM) eventually yield space to competitors that figure out how to serve the longer tail (think Salesforce in CRM). There is a tremendous disruption opportunity for those who can deliver simple, powerful, and affordable digital marketing solutions to all the “other” marketing pros. And considering their smaller budgets, these marketers/agencies need these solutions even more as their ROI can be completely wiped out by an expensive platform or another hand in the budget.This disruption to the ad technology industry will be exciting and often painful, but its evolution will ultimately help ALL marketers efficiently achieve their marketing goals, drive ROI, and grow their businesses. It’s time for marketing ACTION not acronyms. Get your popcorn ready, it’s going to be a fun ride!
Interested in how we are doing it at Choozle. Request a demo here.
The term ‘COOKIE’ gets thrown around a lot in the digital marketing and advertising space. And while we all wish it was a delicious Girl Scout cookie, it’s not. So what does ‘cookie’ mean and how is it used in the digital marketing and advertising space? Here is the ‘What’, ‘How’, and ‘Why’ behind cookies.
A cookie is actually a small text file that sits on your computer in a folder dedicated to cookies. Think of it like a cookie jar. That cookie file contains information about you, which could be a simple ID number, or several points of data points that the company wants to collect. A cookie can be used for remembering who you are when you login to a website, for analytics on website traffic, and for advertising, amongst other things.
The digital marketing industry has evolved into a very complex and technical entity. With the right plan and execution, however, it offers both small and large businesses an unparalleled ability to reach and grow their customer base. Just like all things wonderful, many aspects of Digital Marketing are shrouded in myth and misconceptions. Here are five common digital marketing myths debunked.
Myth #1 If you build it they will come Whether it’s a website, a piece of content (like this), or a campaign micro-site, it’s not true that if you build it they will come. All digital marketing campaigns need a plan of how to share your message. With the help of readily available digital marketing tools including social media and paid advertising, your business can start generating traffic to your website or content.
Myth #2 It takes a lot of time “Lack of time” is cited as the top challenge facing digital marketers, according to the 2014 Marketing Trends report. And it’s true. But “lack of time’ shouldn’t be a reason for not doing something valuable. In fact, the evolution of online marketing now makes it easier and faster to build and execute digital campaigns than ever. With any new medium, it takes a bit of time to ramp up, but the eventual return-on-time-invested is worth your efforts.
Myth #3 You need a full team to do well You know your brand and you know it well. You just need to know the right questions to ask to create a successful marketing strategy in order to bring your brand to an increasingly larger audience (and to the right audience). No longer do you need a large team and/or multiple agencies. With the assistance of new platforms, even a one-person team can plan, execute, and optimize scalable digital marketing efforts.
Myth #4 You can’t reach your target market For example: “My target market is older, therefore digital marketing won’t work.” Just about anyone with a pulse is online today across desktop, mobile, and tablet platforms. And utilizing basic data and analytics enables any marketer to know their audience and to effectively and efficiently connect with them online.
Myth #5 It is too hard Don’t be so hard on yourself! Digital marketing is just another asset in the marketing tool kit. First identify the authentic experience that you want to deliver – one valued by your consumers. Then execute accordingly to best reach your audience. Between display, social, video, and email, you are able to quickly structure the right plan for the right audience. And the ability to measure and optimize any digital marketing campaign is unsurpassed.
Still weary of these digital marketing myths? Powered by data-driven tools, Choozle’s SIMPLE end-to-end digital marketing platform can help you start Knowing and Growing your target audience today. Request a demo from the Choozle team.
Digital advertising is a constantly changing Digital marketing tool and technique, with native advertisements and mobile targeting. However the basic fundamentals of digital advertising are often forgotten in the evolving landscape.
As front-line digital marketers, setting up an engaging landing page for your Digital advertising campaign is fundamental for driving ROI. Additionally it’s important to connect insights with your marketing strategy in order to focus on what is needed to succeed with your digital marketing campaign.
WHAT IS A LANDING PAGE? A landing page is a single paged website that takes one to after they click on a link, or for the sake of this post, an advertisement.
A landing page can function is several different ways but there are a few fundamentals that should be included. Below are three basic fundamentals for setting up a landing page for your next digital marketing campaign:
1. THE CURRENT OFFER: The current offer on a landing page is one of the sole reasons why a landing page exists. This offer is showcased on the page and there should be clear a call-to-action for the visitor to do something. By outlining a call-to-action for your visitors you will have a fundamental digital marketing measurement metric that can be used to determine the success of your campaign.
2. FORM QUESTIONS AND FIELDS: This is a component of a landing page that is something that you should determine if it’s best for your audience and your digital marketing campaign. If you choose to use a form, think about the number of form fields and what questions you are planning on using on a landing page. Having a lot of form fields can decrease the success of your campaign.
3. SOCIAL SHARES: Many times on a landing page there is one stand out Call-To-Action and smaller links or social share buttons as well. Social shares, although sometimes can be considered a fluffy metric, give you a quantifiable approach when you are looking at a landing page. These shares can give you a metric of how successful the landing page, and what channels is this offer working in.