Using RTB to optimize programmatic ad campaign — Brian Kroll // AdTaxi

Quotes

• “I encourage everybody to take a step back. Before you start charting the course you need to know where you wanted to go to. Ultimately, I tell people to ask three questions and if you can answer these three questions well, you can build a programmatic campaign.” -Brian “Question one is ‘who you do you want to reach?’, ‘what do you want to tell them’ and ‘what do you want them to do’, if you can answer these questions and these may be iterative, you can now start.” -Brian “If you know the ultimate objective, the next step would be going down and laying down a measurement infrastructure and this would be what I call conversion pixels essentially or ways that you can track once an ad has been served to somebody if that person then makes it to a specific page on your website.” -Brian “Really mapping out on your website the different consumer touchpoints that are going to be the key interactions or what we call, the metrics that really matter, knowing what those metrics are and making sure that they are properly measured would be the next step.” -Brian “Knowing your own data’s key, the predictive modeling off of that data is arguably some of the best data that you can get.” -Brian “In addition to the data targeting piece, you are only as good as the data that you are using or that you are buying.”-Brian “It is trying to think more along the lines of content targeting strategy or contextual targeting. You can target based on contextual keywords that are on the page where you are not necessarily relying on data.” -Brian “Across the board, Iwould say that it [performance] varies. Some businesses are going to see a good benefit from predictive modeling, then some will say they do best on content targeting or contextual targeting.” -Brian“It really comes down to two factors. One I would say is, it’s a price and performance standpoint and the other factor would be watching out for the diminishing returns.” -Brian“Overtime what we typically see would be that, once you zero-in on a very specific amount of audience, there is almost always going to be a thin market principle. Once you pick off those people and they are already subscribed until there are more people coming back in, you may see a great ECPA (Effective Cost Per Acquisition) fora certain data source. But moving all of your money to that data source is short-sighted.” -Brian “One thing that I kind of clued in ten years ago was the value of the impression and the view. So make sure that you are not just measuring the clicks butmeasuring views through the activity as well too, is a game-changer.” -Brian“It is not just who you are trying to reach, what you are trying to say and what you are trying to accomplish and this goes with any marketing channel. There is a value of an impression and it doesn’t always drive direct conversions.” -Ben “That’s really how a lot of display media works. You’re not necessarily evaluating your campaign based on the direct conversion but you’re also looking at the overall lift in terms of yourbusiness.” -Ben “Sometimes people would try and think of a display ad like the newspaper ad. They want to jam as much information as you can possibly get into it and it doesn’t really work that way.” -Brian