3 Myths of Programmatic Media Buying

Hunterj_is_a_Question_markWith increased access programmatic media buying brands of all sizes  are taking the process in-house and applying it to their media plans and implementation. As a result, myths have emerged about the process of programmatic media buying. Here are the ones heard more frequently:

Myth #1: There’s no transparency in programmatic buying.

Based on how advertising campaigns (even traditional media buying) are executed, many marketers cannot confirm if they are efficiently targeting their desired audience with the correct brand message. As a result, marketers are already wary and uncertain if their online spend is being spent efficiently and effectively. This level of uncertainty is why marketers remain wary of and intimidated by programmatic buying.

Myth #1 Debunked: The efficiencies of programmatic media buying landscape allow for inventory, audience and optimization transparency. In particular, knowing what inventory and audience is performing well can help you make your campaigns successful. There is NO reason inventory, audience, and results need to be hidden in a black box. If they are, you should question that programmatic buying solution.

Myth #2: Automation will replace media management.

Many marketers hear the word programmatic and think that the ‘robots’ will take care of the media management and planning process of their campaigns. Which can be one reason why marketers are wary of adopting programmatic media buying for their brand or agency.

Myth #2 Debunked: The human element of programmatic buying is critical to its success. Programmatic media buying is both an art and a science. The scientific component – the algorithm – gets most of the glory, but the human element is crucial to proper execution. Algorithms are only as good as the data that feeds them. And data is only as good as the strategies it informs.

Myth #3Inventory is no good.

Some of the hesitation of programmatic media buying can be tied to the quality of inventory available. This can be attributed to some platforms hiding this information in a black box and give the impression that inventory is less than desirable.

Myth #3 Debunked:  There is, in fact, quality inventory available to advertisers and real push from within our industry for publishers to police their inventory and expand the creative canvases available for programmatic buying. Some of the most premium publishers around the web open their inventory. Top-tier pubs like Forbes, Conde Nast and Hearst have all opened up their inventory to allow for programmatic buying.

These are just some of the myths that consistently pop up when discussing programmatic media buying. As time and processes evolve, myths will dispel and programmatic buying will continue to be a driving force in the digital marketing ecosystem.

 

Landing Page Fundamentals

imagesDigital 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.

Looking for a Client Success/Marketing Intern to join the Choozle team!

Position Overview:

This position will work with the Client Success Manager and Marketing Manager to help deliver day-to-day account management to the Choozle customers, develop digital media strategy for Choozle customers, and assist with Choozle’s overall marketing strategies. From onboarding guidance, to marketing materials and key messaging, this position will learn all aspects of Choozle’s business.

Job Responsibilities:

The primary role in this job is to work with the Client Success Manager and Marketing Manager to offer platform onboarding and  develop tools to assist clients. 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 training to our strategic clients. This includes creating marketing and training materials, lead generation, webinar support, and more. 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.

Required Skills:

  • Technology enthusiasm/passion/aptitude
  • Analytical problem solving
  • Excellent written communications: clarity, brevity, grammar
  • Excellent verbal communications: articulateness, patience, listening skills
  • Familiarity with Web technologies, analytical data and
  • 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

Apply:
Interested applicants should email jobs@choozle.com with a resume and cover letter outlining your skills and experience.

What is Programmatic Media Buying?

programmaticProgrammatic 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.

 

The SIMPLEmatic Volume One

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!

Choozle video
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

 

 

How Can Big Data Make The Most of Small Campaigns?

featured-optimizeThe 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.

What the HECK is RTB?

homepage-devices copyThe 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.

 

We’re Looking for a Client Success Intern to join the team!

Choozle Overview:
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.

Position Overview:
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.

Job Responsibilities:
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.

Key Duties:

  • 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

Required Skills:

  • 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

Apply:
Interested applicants should email jobs@choozle.com with a resume and cover letter outlining your skills and experience.

Disrupting the Ad Tech Matrix

hero-shot-placeholder copyIs 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.