Real Time Bidding and Branding – a match made in heaven
- May 2, 2013
- by Holly Wilde
Since the arrival of real time bidding, programmatic display advertising has principally been thought of as a technique for direct-response, performance based advertisers. Brand advertisers initially stayed away from RTB, largely due to concerns surrounding inventory quality. Things are however beginning to change and the benefits and advantages of RTB are becoming apparent to all advertisers.
What has changed?
• Higher quality inventory availability. As real time bidding has grown up over the last couple of years, so has the availability of inventory perceived as high quality or premium.
• Optimisation. Traditionally, many brand advertisers have defined fairly narrow fixed site lists on which to run their campaigns. While this provides the brand with the safety of knowing precisely where the campaign will run, it often restricts performance of the campaign. With RTB, campaigns can be set up to test on a wide variety of brand-safe sites, and then optimised to deliver on the best performing sites. Data elements for example search terms for search re-targeting, data recency, day parting, geotargeting, ad position, and other metrics can have significant impact on the performance of branding campaign.
• Insight. Brand-safe controls can now be set at the SSP and DSP level, by white-listing and blacklisting, and also by using third party ad verification vendors.
• ROI Focus. Increasingly brand advertisers are closely monitoring ROI and driving for continuous improvement on this metric. The ability to optimize campaigns to specific goals is one of the core strengths of real time bidding.
• Complete transparency. Many brand marketers, like their counterparts on the performance side, are data junkies. Knowing the CPM, CTR, CPC, CPA, and other metrics for each keyword, site, exchange, or other targeted parameter is important not only to optimise current campaigns, but also to develop insights that will influence future marketing efforts. In the world of RTB, marketers are more likely to find vendors who provide this type of transparency.
In summary, programmatic buying is more efficient, more effective and more transparent than the traditional digital media buying model. We should slowly start to see brand advertisers jumping on the band wagon to buy on an RTB basis.0 Comments