Real-time media buying – what you need to consider!
- May 30, 2013
- by Keeley Fung
A number of years ago, media was purchased directly with ad networks or publishers. Media buyers would allow ad networks the authority to deliver the results whilst they managed the client’s expectations. However the rise of demand-side platforms (DSPs) and real-time bidding (RTB) today have allowed agencies and advertisers to bring the day to day display operations and campaign management in-house without outsourcing it to a third-party.
DSPs are improving efficiency by offering access to multiple exchanges through one centralised dashboard/interface. This facilitates us the agency, with the control of the bid price (such as the highest CPM we will pay for an impression), we can also stipulate which websites we want to target, how frequent we want our ads to be shown along with many other controls. DSPs have enabled media buyers to shift the emphasis of buying the right ad space to buying to the right user/audience.
Factors to take into consideration when choosing to buy media on a real-time basis:
- Transparency –Pricing, is it clear what you are paying for?
- Inventory partners – Are you able to plug into a range of ad exchanges? Does inventory access include video, mobile or social (i.e. FBX)?
- Brand safety/protection – Is there brand protection technology allowing you to filter out the types of sites you don’t want your creative to appear on?
- Audience data – What type of data can be integrated across your campaign? Can 1st party data from CRM system be integrated?
- Budget and frequency control – Can you implement frequency caps to maximise the reach of unique visitors viewing your ads? Are there any budget control capabilities where you can set a daily amount/cap of how much to spend whether it be evenly or ASAP?
- Targeting – Do you want to do site retargeting or even search retargeting? What about geo-targeting, day parting, age and gender targeting?
- Optimisation – Are you optimising to a certain KPI?
- Reporting – What type of reports do you need? (E.g. page category, inventory availability, pixel loads reports?) Are the metrics standard or customisable? Are there any cross-channel reporting capabilities? Is there any real-time heatmaps, visual graphs that will be more aesthetically pleasing and aid in decision-making or performing optimisations?
The rise of display advertising today implies that the hype for RTB and DSP focused media buying will continue to entice high investment from advertisers and agencies alike. Hopefully this checklist will enable you to make smarter decisions when considering your display campaign.