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New creative section - self-serve platform

REVAMPED CREATIVE SETTINGS

We are proud to announce that we have released a major update in the self-service platform: the creatives structure has been revamped in order to allow the reuse of the same creatives across different lines and campaigns. The new change will also provide you with more information about the approval status of each creative, and will allow you to continue to run campaigns where at least one creative is approved (while others are still getting approved).

Our engineering and product teams have been working during the last few months on this re-design and we are very proud of the result.

Reach out for a demo!

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OpenRTB 3.0 coming in 2019

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IAB Tech Lab announces a new OpenRTB protocol (3.0) will arrive in 2019

The eight-year-old OpenRTB standard governs how demand-side platforms (DSPs) and supply-side platforms (SSPs) communicate with each other to buy and sell programmatic ads. But bad actors exploited the standard’s holes, leading to domain spoofing, location fraud, in-banner video and other issues.

To make the OpenRTB spec more secure, the IAB Tech Lab broke with the old standard, meaning OpenRTB 3.0 is not reverse compatible. DSPs and SSPs must rewrite their code to comply with the new standard.

The new protocol claims to combat ad-fraud by giving bidrequests a signature - essentially marking them as valid/organic/honest bid requests.

Slowly every loophole that incites or drives ad-fraud is closed; making the Programmatic Advertising industry stronger and more adult. Reach out for more info.

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FREE Rich Media creatives to convince your client(s)!

FREE Rich Media creatives to convince your client(s)

In the entire months of June and July we are providing FREE rich media creatives so you can pro-actively impress your clients.

DO you have a client that might be interested in Programmatic Mobile Advertising but needs some convincing? Simply tell us who your client is and we will provide you with a FREE Rich Media ad/creative - so YOU can shine and/or be pro-active. Again: free!

Check out more info and examples here.

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Massive drop in available adrequests with location data - since GDPR activation

Massive drop in available ad-requests with location data

It's been a few days since the new GDPR guidelines and laws have been applied/activated. Since the activation/implementation (on the 25th of may 2018) - we have witnessed a massive drop in available ad-requests with location data. What is going on?

With many clients we have had conversations and discussions regarding our stance, more importantly; the EU's stance - on utilizing location data in the Programmatic Advertising landscape. Although the EU committee behind the GDPR has not issued a specific section/chapter (in the legal description of the new law/guidelines) regarding the utilization of location data for advertising purposes, many companies are playing it safe - with a drastic decline of available ad-requests which have location data - as an effect.

Our estimates tell us that the decline is a massive 40 to 45%. It's going to be very interesting to see what happens in the coming weeks. For now it's fair to conclude that many publishers, adexchanges and inventory owners are playing it safe. 

We have mapped thousands of publishers who - in our view - have a very clear explanation of the gathering and use of the location of their visitors. It is our belief that - when deployed correctly - these transparent and simplistic explanations and methods are aligned with the GDPR. The big question is; and in retrospect to the recently activated GDPR laws - what does the EU think about this targeting technique?

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How can Programmatic Advertising help the Recruitment industry?

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Fill that vacancy!

More and more recruitment employees or agencies are beginning to understand the solutions Programmatic Advertising can offer. A lot of companies are in urgent need of finding (specific) employees. The IT/ICT sector, the medical sector and the engineering industry (to name just a few) have a global shortage of available candidates/employees. For recruiters, it's essential to apply smart (marketing) techniques to reach this secluded audience/target group.

We work for several recruitment agencies - all around the world. Simply put, we can offer these companies two (2) campaign strategies that are likely to achieve a positive result (or; a filled job vacancy!).

Strategy 1:
Upload the actual addresses/locations of thousands of companies that are (e.g.) operating in the IT sector. By setting up geo-fences and serving ads 'on' these exact locations, a specific (professional) audience can be reached. These databases are relatively easy to come by.

Strategy 2:
A good Demand Side Platform can serve ads on about 220.000 individual apps and sites. Literally; every audience/hobby/profession has several to hundreds apps and sites dedicated to them. It's possible to select just these specific publishers and serve ads in them. For example it's possible to serve on about 30 apps/sites that are specifically related to IT/ICT.

The same applies for the medical sector, finance, construction, engineering and many other specific professional audiences. Contact us for more information!
 

 

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Footfall Attribution - Basics

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Footfall Attribution - Basics - New Whitepaper

The main concern for an online advertiser is usually whether the money he/she is spending is making an actual impact. Several methods have been developed in order to check this, including view and click attribution to give a couple of examples.

Footfall Attribution – however – makes it possible to analyze and determine the actual impact and conversions in a physical store of the advertiser.

Footfall Attribution refers to the method used to relate mobile campaign impressions or conversions and actual store visits. This is a relevant technique for businesses like clothing stores, automobile sellers and restaurant - as they are able to measure the amount of customers received at any given time or day. Our knowledge of the correct education, installation and utilization of designated Footfall technology helps our clients (agencies or brands) determine the impact of their marketing spend in a new way.

Download our whitepaper regarding; Footfall Attribution - Basics, HERE.

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GDPR Addendum available for self-serve clients

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We offer our self-serve clients a GDPR Addendum that - in turn - will protect them (as good as it can)

Furthermore; after extensive reviewing the GDPR we conclude that we are still comfortable collecting Device-ID’s and/or placing Cookies. Possibly more important; we are still (very) comfortable serving ads based on GPS coordinates AS LONG as the app in question informs their downloaders/users that GPS coordinates are collected.

Besides creating this addendum, we have found a way to map all apps that properly inform their downloaders/users about the commercial use of lat/long coordinates - which is in compliance with GDPR protocol.

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Heatmaps of impressions, clicks and many more metrics!

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Heatmaps available with any campaign

We all like heatmaps. They visualize - in this case - the results of your campaigns. Running campaigns with Targetoo means you can create/receive heatmaps for any of your past or present campaigns.

Whether is impressions, clicks, view-through-rate, conversions or any other metric you can think of; it's possible to export this data on to a heatmap. Reach out for questions/inquires.

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Upload up to 1.000.000 addresses and serve on these exact locations!

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Geo-fence tool update

Uploading locations/addresses in a Demand Side Platform and serving on these exact locations - using geo-fences - is getting more popular by the day. This technique allows you to reach specific audiences in an unraveled way.

Forget using third-party-data and IAB categories to reach a desirable audience/target group. Upload addresses/locations where your desired audience is to be found, and achieve strong campaign results. Reaching a specific audience using this targeting technique is proven to be strong/stable and usually has a positive ROI.

As a Location Based Advertising specialist we have invested a great deal in our geo-tool. By our knowledge, we operate the only DSP that is able to upload an indefinte amount of locations - while remaining stable. Reach out!

6 advanced Retargeting & Remarketing strategies

Advanced Retargeting & Remarketing strategies

Many businesses these days are finding the need to advertise their products through the programmatic advertising world. Retargeting and Remarketing campaigns are considered strong and usually have a positive ROI. In this whitepaper we discover and explain some ‘advanced’ Retargeting and Remarketing strategies.  

For example, it is not a secret that you can easily create a Facebook account, a Facebook company page and in no time you can have a ‘social’ programmatic campaign up and running with Facebooks’ Ads Manager. However, because the CPM’s for Facebook inventory are relatively high, we outline and explain techniques that allow you to make the most of your budget using a much more clever approach.

There are a many ways in which advertisers can boost the performance of their campaigns. Particularly, this article outlines those related to Retargeting (impact users that have interacted with a programmatic campaign by either clicking in the ad or just seeing it) and Remarketing (impact users that have visited a specific website whose ID has been gathered - for example - by using an html tag).

Download the full article here

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Retargeting & Remarketing by Targetoo - The Basics

Retargeting and Remarketing

There is a big difference between Retargeting and Remarketing. Both – especially Remarketing – are valuable marketing tools. Let us help you set up a professional strategy/campaign concerning these programmatic tools.

With Retargeting you can serve ads, based on a prior ad that already has been served. The tool – which every good DSP offers – let’s you serve ads to devices that have previously been served an ad. The retargeting strategy/campaign be based on a location where the ad is served, a click, time spend on ad, video completion rate and much more metrics.

With Remarketing you can serve ads to devices/consumers that have previously visited your site. Site visitors are considered ‘warm leads’ and serving ads to them is considered a campaign strategy with a strong ROI. Furthermore, Dynamic Remarketing makes is possible to serve ads based on the purchases that a visitor has made, or simply the products that have been watched. Using proprietary tech or that of third parties; we can help you with every step of this campaign strategy.

Download our latest whitepaper about Retargeting and (dynamic) Remarketing here.

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So what are the most Popular apps – worldwide?

The answer might surprise you

When operating a Demand Side Platform that is integrated with the most substantial inventory sources (adexchanges), It’s possible to do some forecasting regarding apps that have the largest volume. Or; the largest amount of visitors.

Apart from Facebook, pretty much all apps that allow some kind of advertisement in them – can be found in such a forecast. Interestingly; most people don’t expect which apps actually have the most visitors – globally. Brands (or; publishers) that are well-known and have a global audience are not necessarily most popular. So what kind if apps do you find in an export containing – let’s say – the 30 most visited apps, worldwide? Some examples:

  • Goal live Scores
  • Blogspot.com
  • Tubemate
  • Grindr
  • MP3 Video Converter
  • Clean Master
  • Sing! Karaoke
  • Flash Emoji Keyboard
  • Accuweather

Noticing something? Not the most established brands are in this list right? Where’s CNN? Or Gmail, BBC and The New York Times? Not in there!

It seems that publishers providing practical necessities, are way more popular than established brands. Go ahead and compare a countries’ most popular news app, based on availability availability (in terms of impressions), to practical apps that everybody needs. Even on a national level – in most cases – practical apps like Clean Master (tool for 'cleaning' your phone), Grindr (gay dating) or Goal Live Scores (soccer statistics/scores), have a bigger audience that that countries’ most well-known news publisher.

Rather pleasantly; advertising in these apps is relatively cheap. Mainly because advertisers (or; brands), don’t like these generic apps. They don’t like the apparent less qualitative image that these apps have. In our opinion, the fact that advertising in these apps is usually cheaper than in – let’s say – an established news publisher, is all you need to know. Users of these practical apps are real persons. Real consumers. There is no reason to assume you will reach a less profitable audience. Especially if you combine serving on these apps with 3rd party data (f.e. Interest profiles of the user behind a certain devices); a lot can be achieved.

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Viewability by Targetoo

What is happening?

With the programmatic industry spreading at the current rate more and more methods for preventing fraud are emerging.

One of the major concerns is the quality of the impressions served. Although a DSP may show that an impression has been made on a certain inventory, this may not be entirely true. The key aspect is to ask ourselves: how are those impressions being counted? The truth is that if your DSP is connected to AdExchanges most probably these are being tallied with the rules of those AdExchanges. For instance, some might count the impression when the RTB auction is won (like Axonix), others might count it once the actual advertising space has been filled by an ad (like Mopub), etc.

This means that the quality of the impressions is not guaranteed because the user might leave the page or app just after the auction has been won and, even though your DSP has counted an impression, the user has not seen the ad you paid for. This means that any click (or any possible action down the funnel) couldn’t be possibly achieved and, therefore, no branding impact or lead generation is viable. Shouldn’t there be a way to know when this is happening?

The solution

Fortunately for the programmatic market, there is. A special pixel has been developed by third party companies (e.g. Google or Integral Ad Science) that successfully collects information about the viewability of a certain ad. The viewability pixel is a tag of code that aims to track when an ad has actually been on the screen of a device. In order for an ad to be considered as “viewed” it must be at least 50% visible on the screen for more than 1 second (for video ads the required time is increased to 2 seconds)[1]. When these conditions are met, the pixel fires and passes back the information that the ad space has indeed been seen by the user.

For example, take an ad space located at the bottom of the page. When the page loads, the AdExchange starts the auction and at some point between winning the action and filling the space, an impression is counted. However, if the user has not scrolled down to the page the ad is not deemed viewable and, therefore, useless.

According to a recent study[2] around 52% of display ads and 41.7% of video ads are out of view. This means that a significantly large number of impressions is being wasted. But instead of knowing that the impression was not worth it after buying it, why not make a system that prevents useless impressions? The Pre-bid solution is an industry best practice that’s now widely accepted. A third party vendor makes sure that a particular ad is seen or placed in a safe environment and meeting certain conditions.

In order for this to work the viewability metric has been created. The viewability pixel, as opposed to the impression pixel, is embedded in the ad space and not in the ad that is actually filling it. So this means that the pixel is fired once the ad space appears on a screen, regardless of what is showing. This metric gives the percentage of the amount of times that the ad has been visible. For example, if since the pixel was first installed the page has loaded 10 times and the ad space has been on a device’s screen 5 times, the viewability threshold for that impression is 50%.

Benefits

An important point to note is that the benefits of pre-bid functionalities are maximized when combined with programmatic advertising. Real-time decision-making allows the traffic to be of a much higher quality when this two tools are combined. Furthermore, placements are more transparent which means that the performance of the campaigns rises and also the efficiency and effectiveness with which the algorithm operates.

Given the current industry concerns about viewability, brand safety and fraud, pre-bid provides a level of guarantee about ad placements. Ad spaces are only bid on and served in if the ad inventory meets the specific conditions set by the advertisers in the pre-bid filtering.

How does it work?

The DSPs that are integrated with these functionalities offer different options to customize the kind of publishers that advertisers want to bid on. They must specify these pre-bid requirements upfront: desired viewability thresholds (up to 70%), brand safety exclusions, suspicious activity levels[3] or contextual targeting (what information is surrounding the ad space). Some of these filters can even be combined together such as viewability and brand safety.

One of the recognized downsides and trade-offs that advertisers need to make when considering using pre-bid is the impact on campaign delivery. This trade-off can be managed by changing thresholds such as viewability levels. Another point to note is that there are limitations with pre-bid and in-app advertising; the in-app versus mobile web pre-bid options are visible in the platform and advertisers.

At Targetoo we always aim to deliver the best and most complete solutions to every client. That is why we have teamed up with Integral Ad Science to offer this Pre-bid solution. It is available in our platform and ready to start delivering impressions with the highest quality. Due to our fiduciary commitment, we are always looking for ways to bring better experiences to our clients. That is why we are keen to show you this new feature! Just reach out to us and we will gladly walk you through the platform and answer all the questions that come up.

[1] According to Google’s Active View and Integral Ad Science (IAS) guidelines.

[2] H1 2017 UK Media Quality Report by IAS

[3] Since the pixel is tracking how the ad space is behaving, it can help detect suspicious activity. Such as phantom clicks (when no impression has been made), click spamming (more than one click per impression), etc.

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What is Geofencing?

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Geofencing

Geofencing has become one of the most powerful tools of mobile advertising and can be used in a number of ways to ensure your company can generate revenue in specific areas.

For a lot of companies, their ideal customers and clients are located in particular locations at certain times, i.e. Starbucks customers are located in shopping complexes at lunchtime. By using geofencing effectively, these customers can be targeted.

However, driving foot traffic is just one of the ways that geofencing can be put to good use. It also has a number of capabilities and uses, many of which we will explore below.

So, if you want to learn more about geofencing and how businesses around the world have been using it, read on!

What is Geofencing?

Geofencing is a technology that allows us to create a virtual boundary around a particular geographic area. After this, devices are triggered once they enter this area and sent an alert.

There are both active and passive types of geofencing.

Active - Require people to actively opt into location services

Passive - Don’t require opt-in and rely on cellular data, GPS and WiFi connections to target devices

To better understand geofencing and its benefits, below we’ve come up with a few examples of how companies have used it to create brilliant results!

Example #1 - Outback Steakhouse uses Geofencing to Target Competitor’s Customers

 

 Outback Steakhouse targeted the areas of their competitors

Outback Steakhouse targeted the areas of their competitors

The customers of your competitors provide an opportunity. While they are currently loyal to one of your rivals, you’re also certain they have an interest in the service you provide.

At which point, the only action that needs to take place is that they decide to start using your service or product instead of your rivals.

Easier said than done, yes, but Outback Steakhouse was able to successfully do this, by setting up geofencing near their competitors outlets.

That meant, every time their ideal customers were going to their competitors, they were provided with advertising that constantly reminded them of their outlet as the alternative.

To solidify this strategy, Outback Steakhouse set up geofencing around their own outlets to protect their existing customers.

Example #2 - Best Western Uses Geofencing to Acquire Last-Minute Customers

 Best Western targeted airports to catch people likely to be looking for somewhere to stay

Best Western targeted airports to catch people likely to be looking for somewhere to stay

Best Western is a company that runs a chain of hotels across the globe. Because of this, their main goal is to ensure they get as many people filling their rooms as possible every night.

By setting up geofencing around airports, Best Western advertised to those people who were arriving in a particular region where rooms were available.

This campaign was started after data showed many people who arrive at airports still haven’t booked somewhere to stay and, through this, was able to clinch last-minute customers.

Example #3 - Uber Uses Geofencing to Protect Their Dominance

 

 Uber also found success at airports and used geofencing to stay above competitor taxi ranks

Uber also found success at airports and used geofencing to stay above competitor taxi ranks

 

Currently, Uber is the dominant company in the car transportation market, using their application to find and hail a ride near them.

As with any taxi company, airports are a hotspot for Uber and, because of this, Uber set up a geofence to protect their dominance near LAX airport.

Through this, they prevented the growing number of smaller, copycat companies that were aiming to encroach on their territory and held on to their market dominance.

For companies looking to defend against new competitors, geofencing is a great way to ensure you can protect yourself from losing competitors.

Example #4 - The British Open Uses Geofencing to Give Extra Benefits to Spectators

 The British Open used geofencing to create a better experience for their visitors to improve the chance of them returning

The British Open used geofencing to create a better experience for their visitors to improve the chance of them returning

The British Open Golf Championships attracts one of the largest collection of golf fans every year and, once they’ve bought their ticket, organisers are keen to ensure they stick around and spend additional money.

To help them with this, The British Open set up geofencing around the entire course and allowed spectators to track every player and see how well they were performing throughout the tournament.

This provided a nice little perk that many people attending the event took advantage of and will likely be a way to persuade a number of them to return to the next event.

Example #5 - Vouchercloud Uses Geofencing to Target People with Relevant Vouchers

 Vouchercloud sent alerts to people close to the shops that they had vouchers for

Vouchercloud sent alerts to people close to the shops that they had vouchers for

A lot of the time, vouchers are location-specific and, because of this, geofencing becomes an extremely effective way for them to be advertised.

Vouchercloud used geofencing to send alerts to those that were close to shops they currently had vouchers available for. This allowed them to find their discount straight away as they headed to the shop.

This was both great for customers and Vouchercloud and has helped them to drive a large amount of relevant traffic to their website.

Conclusion

As the examples above show, geofencing and location-based advertising, in general, has had a large impact on how many businesses advertise.

It has provided a new and effective way to attract new customers in a manner that’s direct, relevant and difficult to ignore.

That’s not the sort of thing that can just be dismissed if you’re interested in growing your business and moving with the times!

It’s not always simple, though. Geofencing is only effective when it has been planned out correctly with a clear strategy.

At Targetoo, we’re able to help you to truly reap the rewards from geofencing as soon as possible. If you need some more advice or guidance, go to our contact page

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Youtube Advertising

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Youtube Advertising

Youtube. She has been with us for so long. It doesn't matter if you are 35 right now, or 15 – a significant part of the current younger generations has grown up with Youtube as their main source for music, short movies for every genre, trailers, funny compilations, books, tutorials, best of’s – it’s all on there. Even though suggestive content sources like Spotify have gained a substantial global audience over the years. Its user-numbers are still no match for the most popular media content provider in the world; Youtube.  

Besides its obvious volume in video content (for pretty much every interest), the Youtube community is also considered powerful. At this very moment, hundreds – if not thousands – of people are arguing and ‘fighting’ in the comment section of particular content. It’s even known that influencers hired by governments are splashing their opinion around in the Youtube comment sections. Based on its sheer volume Youtube is viewed upon by many marketers as one of the 3 leading pillars of internet activity; that would be Google, Facebook, and Youtube.

New days are arriving and while advertising on Youtube was already evident for big brands, medium-sized and smaller brands/product owners are finding their way to Youtube as well. Around 5-6 advertising formats can be served before, on, in, during or around Youtube content. The most obvious format being - of course – the video format. Youtube describes it’s advertising options as follows: Display Ads, Overlay Ads, Skippable Video Ads, Non-Skippable Video Ads, Bumper Ads and Sponsored Cards.

Recently, Youtube has also allowed its advertiser to serve ads – in Youtube – based on previous Google searches. You could say some technical aspects/functions of Youtube and Google have merged, offering an ever stronger marketing tool.

Then there is the Targeting. Offering a wide selection of targeting variables Youtube – technically speaking – has similar attributes/functions compared to a normal Demand Side Platform. It has a huge amount of reach and tools to target a specific audience within that reach; all based on the single product that Youtube is. Youtube offers targeting on Demographics; for example; age and gender. But also certain interests can be targeted based on past activity of users. Video Remarketing offers a similar tool that has some trades of traditional retargeting. Also, Youtube offers to target based on placement, topics, and even keywords.

Costs; Cost Per Mille (CPM) or Cost Per View (CPV) is higher than the linear serving of video’s using thousands of video publishers (which a good DSP can offer). However; its effects (or conversions) are usually and on average – higher than normal video advertising achieves. Hence the higher pricing is – in most cases – justified.

Do you need a video to do Youtube Advertising? No; several ad formats Youtube can serve can be static images or just text. It is – however – recommended to serve an actual video when advertising on Youtube. Why? Because hundreds of campaigns have taught us that – in comparison to budget spend – video ads have the highest ROI (although there are exceptions). This creates a problem for small business owners. Simply put most of them don’t have the resources or knowledge to produce a cheap but professional appearing video. Luckily the internet is here to help. Google for ‘Cheap Video Production’ or ‘Low-cost tutorial video’ and you will find plenty of vendors who are able to produce a professional video (in most cases being an animation). Secondarily; honest appearing video’s – made by a business owner him/herself (for example showing the workplace or store) – usually are appreciated by the right audience and also have a positive ROI.

In any case; low fee specialists are here to help. You have found one.  

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Logistic Regression

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Logistic Regression

Long gone are the days of traditional advertising. Programmatic techniques have taken over the marketing landscape and haven’t stopped improving since they started becoming mainstream in 2011.

Logistic regression is a protocol on which an algorithm can be based. In this whitepaper we are going in-depth into the origin, functionality and capabilities of this strong technology.

 

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Mediakit

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New Targetoo Mediakit available

We just finished our new mediakit which contains an explanation for the targeting of different audience groups. Also, several of our – inhouse created – Rich Media assets are presented.

Download the file using the button below.

 

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Performance Based Advertising & The Funnel – Advanced

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The Funnel

Agencies and advertisers like simplicity. They like to pay a fixed fee for a conversion. Either doing performance based advertising on desktop/laptop, tablet or mobile inventory; it’s all about that fixed fee (stimulated by the well know last click attribution model). Isn’t the customer journey more complex than clicking on a banner and buying a product? Of course it is.

Marketers like the word ‘touchpoint’ for a reason; there are many points a consumer touches before committing to an online or offline purchase. A touchpoint can be a TV commercial, a friend with a recommendation, an Out-Of-Home ad, an ad in print or; a display banner on a mobile device or computer. It’s that first touch that implants a desire to purchase/own a product.

 

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Performance Based Advertising on mobile devices

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Performance Based Advertising – the basics

It’s a hot topic. Mobile will be – or already is – the biggest channel for online purchases. A significant amount of research suggests that various countries have passed the tipping point of having more online purchases via mobile devices compared to desktop and tablet. While a couple of years ago researchers concluded that the mobile device is mainly used for product orientation; today, the majority of actual purchases are being performed on mobile devices. Secondarily there is the fact that apps play a huge role in today’s shopping behaviour. Brands have their own apps, online shops have their own apps and in many cases a product is simply an app. In this whitepaper we explore the status quo concerning Performance Based Advertising within the mobile channel. 

Clothes, groceries, electrical equipment, sport related products, health products, travel or finance products; it doesn’t matter what the product is, theoretically it can be bought using a mobile device. Just like almost every product can be bought online using a desktop, laptop or tablet. The purchases (or; conversions) can be stimulated by different online marketing tools. Performance Based Advertising means that a tech vendor (of a certain marketing tool) will only get paid a fixed amount for every conversion that is achieved. With this, the risk for the product owner (or; shop) is practically zero.

 

 

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How big is the threat of the digital advertising market being swallowed by Google and Facebook?

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Should we worry?

Everybody in digital marketing has heard - or participated in - a discussion about Google and Facebook swallowing the Programmatic Advertising sector. Facebook has it’s obvious own/exclusive inventory and Google's Double Click Bid Manager (DBM) tries to offer the greatest amount of inventory by simply integrating with a lot of available inventory sources (a recent integration with Out Of Home Programmatic supplier is a perfect example of this strategy). So; as an owner of a Programmatic Advertising company I ask myself, are we in danger? Will big media agencies (our clients) – when it comes to programmatic advertising – only deal with Google and Facebook in, let’s say, 10 years? Our professional perspective? No.

We (Targetoo) work for several media agencies around the world. Often we get the question; what is your added value in comparison to Google’s Double Click Bid Manager (DBM)? It’s a relevant question. In some cases, we can not offer added value (apart from delivering services through DBM for a client who wishes to use DBM – utilizing our knowledge). Over the years Google's Programmatic Advertising Infrastructure has initiated and completed a lot of integrations with well-known inventory and data sources (Adexchanges/SSP's/DMP's). As of today, I can acknowledge the fact that – when it comes to the amount of global inventory – Google is getting ahead.

Facebook is a different story. We know media agencies who have shifted their programmatic buying almost entirely to Facebook's Ads Manager. It appears a logical choice because everybody is one Facebook right? Well, not entirely. For starters; although results of research differ, it’s fair to state that, globally, on average, a person spends 22 minutes on Facebook per day. Other research shows that, on average, a person spends 118 minutes a day online. Furthermore, 81% of this time is spent on a mobile device and only 19% on a desktop or laptop.

This means that, although time spent on Facebook is far bigger than any other publisher (youtube comes second), it’s still not even near the time spent on all other publishers. And here’s the thing, more people access the ‘general’ internet (and it’s publishers) than they do Facebook.

The point is that, although Facebook is immensely important in day-to-day online marketing, the reach a strong Demand Side Platform (DSP) can offer is still much larger and more diverse. Secondarily it’s worth mentioning that average CPM’s are relatively high for Facebook inventory. Because of this, we see that allocating large amounts of the client's budget to social, is not the way to go. It’s quantity and targeting options definitely make it an essential online marketing tool to have in your programmatic display arsenal. But available impressions in/on all other publishers (general internet) are inherently cheaper and available in much bigger numbers (although some might say you can't compare the two). So in summary; pricing for Facebook Advertising is relatively high and reach is limited (how immense it may be).

 Back to Google; with DBM you can serve ads on hundreds of thousands of apps and websites (desktop or mobile). One might say that by using Googles’ DBM and Facebooks' Ads Manager, you can reach the biggest part of the world’s inventory. This is correct. However, and here it is, the success of a programmatic display advertising campaign most often lies in local expertise and campaign execution based on that expertise. Also, DBM does not allow geo-fences to be smaller than 1 mile. A dedicated Mobile DSP does (as small as 10 meters).

The success of a programmatic display advertising campaign most often lies in local expertise and campaign execution based on that expertise.

Local integrations with local inventory sources. Local (premium) publishers. Local advertising laws. Brand safety. The speed of service. General knowledge. Either using DBM or another Programmatic Buying Platforms; local knowledge is key. And being that local integrations (Adexchanges/SSP's/DMP's) are not something Google is in front of, a local specialist can jump in this gap by offering smart, fast and simple integration services.

Campaign objectives are so diverse that there is no ‘one’ platform that suits all desires. There will probably never be one, and there will always be room for the specialized companies that focus on a specific discipline, a local market or just have outstanding service. So to all the small tech vendors that are out there and feeling the heat of Facebook and Google, I say this: Facebook only sells/distributes its own inventory. Although this inventory is huge, it’s still just Facebook inventory, let alone it’s very pricey. Google can never offer better local expertise and tech than existing specialists can. Campaign strategies are different for every client/brand, every location has it’s own technical- and campaign possibilities. There will always be room for the fast moving, smart operating, (relatively) small Programmatic Specialists. Simply because successful campaigns need them.

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