Programmatic Ad In-Housing’s Benefits & Drawbacks — Sergey Shchelkov // Epom

Show Notes

• 02:36
  Identifying high performing ad formats

  To determine the best-performing ad formats, it is important to stay updated on industry trends and statistics. Currently, video, audio, html5-rich media, and CTV are emerging as promising formats, and video ads have higher engagement rates and CTR than traditional banner ads.
• 04:19
  Matching ad formats to marketing objectives

  Leveraging video and audio ad formats can significantly enhance engagement and overcome the limitations of static banner ads. Regardless of the product or marketing objective, video and audio ads offer higher levels of engagement.
• 05:54
  Quantity vs quality in programmatic advertising formats

  While static banner ads are more affordable, you could invest in fewer but higher-quality video or audio ads that have a greater impact on users. Understanding your product and target audience, and conducting testing, can help determine the most effective ad format to use.
• 07:08
  Targeting strategies for precise audience reach

  By considering interests, demographics, location, etc, you can tailor your ads to people most likely to be interested in your products or services. Additionally, geofencing can be used to ensure youre only targeting people within a certain area.
• 10:03
  Finding the balance between hyper targeted and high volume advertising

  Finding the right balance depends on your goals and offerings for niche products or specific markets, hyper-targeting may be necessary. But for broader reach, it's beneficial to test wider campaigns with lower costs, and then analyze the results to optimize for better quality leads.
• 12:16
  Tracking ad exposure and conversions

  This is dependent on the SSP's ability to provide that information to you. Overall, this process requires cooperation and technological savviness to access raw DSP data to understand what's going on and where your clients are coming from.
• 14:19
  Challenges of attribution in certain advertising channels

  In certain advertising channels like digital out-of-home or standard TV, obtaining accurate attribution data can be challenging. A/B testing, running multiple campaigns simultaneously, and implementing promotional references can help gather feedback and insights.