Categories
Case Studies Lead Gen

Canon: B2B Business Transformation

CANON B2B:
LEAD GENERATION

INDUSTRY:
Business Transformation B2B leads

MARKET:
Spain, Italy, Germany, Switzerland, France‚Äč

SERVICES:
Lead Gen

pipeline value
‚ā¨ 0
cost per lead
reduced
average deal size
‚ā¨ 0

Canon, a global provider of digital imaging technologies, was looking to generate B2B leads in a niche target audience interested in Business Transformation while reducing the cost per lead.

CHALLENGE

To help Canon achieve their goals, there were a few challenges to overcome:

  • Canon‚Äôs target audience for this product is highly targeted and has several audience requirements. You can see these listed below per geo.

Canon’s target audience

  • The average cost of the solution Canon was selling was approximately ‚ā¨92,000
  • GDPR compliance was an absolute necessity
  • The activation process required several processes which can be seen below

The activation process required several processes which can be seen

SOLUTION

We reviewed various paid media channels but none could guarantee a cost per lead outcome. In addition it was estimated the CPL would have been higher than publisher direct. Therefore we worked with various partners, a targeted publisher list and chose those who have a strong audience reach of Canon’s target customer.

PUBLISHER PROCESS ONE

The process began with telemarketing to a targeted audience, if the target opted to receive the content they would be emailed a link to download the content, only when they have downloaded the content would Canon be passed the details to follow up on.

  • Telemarketing:
    • Custom audience segments were built using publisher 1st Party data analysis across buyer intent. This included account level topic activity & engagement.
    • Telemarketing script was created in English. The calls were conducted in local language by the publisher bilingual agents.
      If the target opted to receive the content, they would receive a co-branded whitepaper follow up email
    • Qualified lead details were pushed into Canon’s Eloqua.
  • Content Hosting:
    • Content appeared within the publisher Connect Research Libraries.
    • Leads that submitted content hosting forms were qualified via telemarketing as well.
    • Finally, the details were pushed into Canon’s Eloqua.

PUBLISHER PROCESS TWO

Targets would be opted into a newsletter, within the newsletter a link to download Canons would be prominent, only once the user clicked and filled out the lead gen form would the target’s contact details be supplied to Canon.

  • Content hosting:
    • Content appeared within the publishers resources website for each geo in corresponding language. Leads that submitted content hosting forms were checked against the targeting criteria and then details are pushed into Canon’s Eloqua.
  • Newsletter Promotion:
    • Promotion of content on the house publisher resources newsletter ‚ÄėSelected Whitepapers‚Äô enhanced awareness of and response to the content, delivering leads and additional branding. A small number of leads could be generated from users finding the whitepapers on the website directly but the majority of the leads were coming from the newsletter campaign promoting the whitepapers to the relevant audience directly

RESULTS

  • Cost per Lead reduced by 82%
  • 970 Leads delivered
  • 803 Leads moved to additional nurturing and classified as MQL,
  • SAL & SQL
  • 126 MQL
  • 16 SAL
  • 25 SQL
  • Average deal size ‚ā¨ 92,000
  • Pipeline value: ‚ā¨ 2,904,440

PLANNING YOUR OWN B2B CAMPAIGN?

We’ve got plenty of experience and would love to chat with you. Please get in touch to discuss your requirements.

Also have a read through some of our other B2B leads case studies from brands such as Medtronic, a global medical device manufacturer and Chelsea FC.

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Case Studies

Diadora: Make it Bright

We delivered a full suite of programmatic activity in seven markets for Diadora’s brilliant Make it Bright campaign.

Categories
Case Studies e-Commerce Media Buying & Planning

Diadora: Make it Bright

DIADORA:
MAKE IT BRIGHT

INDUSTRY:
Ecommerce
MARKET:
Europe‚Äč
SERVICES:
Paid media plan

Discover Diadora: Elevate Your Brand with B2B Solutions

We worked together with the brilliant team from SMFB to deliver a full suite of programmatic activity in seven markets for Diadora during the launch of their Make it Bright campaign. The plan included:

The total paid media budget was over 4.5 million euros, Advant Technology managed a 1.4millon euros of this over a period of 3 months.

SUMMARY

The aim was to raise awareness of the sports brand’s Make it Bright campaign. The campaign began with one person ordering a pair of N9000 shoes online, and unknowingly pressing the start button of a spectacular relay run 1,500km across Southern Europe. 70 runners from 10 different countries participated and passed the shoebox all the way from Milan to Barcelona. While the run took place, people were able to keep track of the process of the parcel as it made its journey.

CHALLENGE
Diadora got in touch in relation to the launch of their new shoe range as they wanted our help to promote it. Most of Diadora’s customers were male and the brand wanted to strengthen their recognition among a female audience. The KPI set:

‚ÄėTo increase sales of running shoes 18% YOY with 30% of customers being female‚ÄĚ

Increase sales of running shoes

PROGRAMMATIC STRATEGY
We used banners to deliver inexpensive impressions with a 2.17% CTR. By going programmatic rather than direct we gained approx 5x more impressions.

We drove traffic to their Heritage collection by targeting affluent audiences 35-45 years old interested in publications such as GQ, Vanity Fair, Forbes, Vogue, Cosmopolitan, Financial Times.

Through our strategy we achieved an overall 74% completion rate and recorded a 6.7% CTR across the whole campaign in the UK!

We used banners to deliver inexpensive impressions

SOCIAL MEDIA STRATEGY
By using clever targeting on social media,¬†13 million people¬†ended up watching an average¬†68%¬†of the 3 minutes long film on YouTube, creating¬†15%¬†additional views worth¬†‚ā¨58,000¬†of free media.

Tweets provided more than 15 million impressions and 2 million video views resulting in a 30.7% increase in engagement.

More than 5 million views within the youngest audience (18-34 years old) with an astonishing 74% completion rate.

The activity resulted in a 7000% search lift in Germany & the USA

We also commissioned 50 bloggers who provided more in-depth engagement of over 3 million impressions across social media.

REPORTING
Diadora worked with independent brand research agency TNS to measure the effect of online advertising and saw an incredible uplift in brand awareness and perception.

REPORTING

  • Online sales went up by¬†47%¬†with the product line selling out 2 weeks before the end of the campaign
  • Female sales increased by¬†65%
  • Intention to buy:¬†+43%
  • Brand perception increased by¬†106%
  • 38,845,358¬†video views
  • 15M¬†impressions on Twitter
  • 74.15%¬†competition rate in a long-form video

INTERESTED IN HEARING MORE ABOUT OUR EXPERIENCE IN THE SPORTS SECTOR?

We have vast experience from working with sports brands. Make sure to check out our case studies from Chelsea FC and Laureus Sports Awards and speak to us today about your upcoming campaigns.

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Categories
Case Studies Display banners Lead Gen

Chelsea Football Club: B2B Lead Gen Campaign

CHELSEA FOOTBALL CLUB
b2B LEAD GENERATION

INDUSTRY:
Sport

MARKET:
Central London

SERVICES:
B2B lead gen through display banners‚Äč

A targeted approach using display banners achieves more than 1.1 million impressions to one of the world’s most recognisable football clubs.

Chelsea FC b2b lead gen

CHALLENGE

Chelsea Football Club’s hospitality packages offer corporate clients an exclusive experience to enjoy matchday from the best seats while enjoying exceptional hospitality. When Chelsea FC’s media agency got in touch with us, they had experienced a slow down in sales for their corporate packages and wanted a fresh approach on how to maximise their budget while increasing exposure to a more targeted audience.

Chelsea FC traditionally invest in outdoor advertising to promote their corporate packages. While this approach has worked for them in the past, they have noticed that the return on investment had decreased alongside their advertising budget and was looking for a more cost-effective solution to increase exposure of their B2B packages.

SOLUTION

With a limited budget in mind, Advant Technology had to be clever in how to broaden the exposure of corporate packages to a small segmented B2B audience.

Choosing banners as creative assets for the campaign allowed Advant to streamline their efforts and create a highly targeted approach. Banners have the highest reach of any programmatic format and with more scale we were able to bid on only those impressions which were truly valuable.

For the awareness phase of the campaign, the geo targeting was predominantly focused on central London, and concentrated in key wealthy areas such as Kensington as well as large corporations using IP address database targeting, who were the most likely audience to convert.

In the retargeting phase, we focused on those visitors who came through paid search, organic search, or direct traffic but who had not converted yet.

RESULTS

  • Over 1.1 million impressions
  • 0.17% CTR (click through rate) vs an industry standard of 0.1%
  • Conversion rate 150% above forecast

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Case Studies Media Buying & Planning

Destination Canada: Global Digital Media

DESTINATION CANADA:
GLOBAL DIGITAL MEDIA

INDUSTRY:
Tourism
MARKET:
UK, DE, FR, CN, KR, MX, BR, AU, JP, IN
SERVICES:
Global digital media strategy and implementation

Destination Canada: Uncover B2B Opportunities and Insights

Together with The Engine, Iceland and SEM International, Advant Technology was commissioned to implement a full digital media planning and buying strategy on behalf of Destination Canada. In total over $12m of media was spent across 11 markets including the UK, Australia, China, Germany and France.

THE PLAN

  • Full paid media schedule
  • Digital strategy
  • Global digital media planning
  • PPC Google Ads
  • Facebook, Twitter, Instagram, Youtube
  • Native ‚Äď Outbrain, Taboola
  • Programmatic display and video
  • Unruly, Teads
  • Deep content partnerships that included hundreds of individual landing pages with publishers such as: Die Zeit, The Guardian, Mailonline, National Geographic, Great British Chefs and many more

CHALLENGE

Destination Canada was looking to raise awareness of Canada as a travel destination and increase passenger arrivals. They needed our help to get a really good understanding of the typical user journey of visitors who could consider Canada for their next holiday. They also needed to get a better idea of where in the purchase funnel it would be most efficient to engage with these potential visitors.

SOLUTION

We inspired consumers through the power of video and amazing storytelling, we moved users through the purchase funnel towards consideration. We broke down the user funnel into several stages, each having its own strategy, you can read more about these phases and the approach we recommended below:

DREAMING PHASE

‚ÄúPredestined‚ÄĚ brand and consideration level activity: this means that this part of the campaign had only one objective: raise brand awareness, make relevant audiences consider Canada as a tourist destination by inspiring content and highly visual creative execution.

In order to give funding partners peace of mind, we applied appropriate brand uplift measurement to give us an optimisation facility as well as tangible brand metrics that can create a benchmark for future ‚ÄúDreaming phase‚ÄĚ campaigns.

EXECUTION OVERVIEW

  • YouTube
  • TrueView with Brand Lift and Brand Research
  • Instagram Video/Instagram Stories + Facebook Canvas + Holdout Group Lift Study
  • Programmatic Video + Vizu
  • Programmatic Display on Select Travel publishers PMP + Vizu
  • Programmatic Display on wider audience + Rich Media + Vizu

KPI

5 ‚Äď 10% brand uplift

DEVICE

The largest share of content discovery takes place on mobile devices, this is where ‚Äúcontent snacking‚ÄĚ and heavy video consumption takes place. This is a global trend and in the majority of DC target markets, it is entirely applicable. Therefore, we recommended putting extra emphasis on executing this part of the campaign on mobile devices.

CONSIDERATION + PLANNING PHASE

Following the brand level activity we saw an increased level of search activity for Canada related information and content: as we know that the next step in the users’ mind will be to conduct research and to gather additional input before making an investment or purchase decision.

This means wide reach, long-tail Canada and hiking etc travel-related capture in Search Engines to ‚Äúscoop up‚ÄĚ users considering/planning their next destination. At this stage, we focused on driving users to appropriate content pages (how-to, saving tips, recommendation on comparison etc.)

This allowed us to guide the user and create a riverbed, a flow of customers going to the single trade partner that will get prospects into Canada!

The SOLE PURPOSE of this activity was to provide valuable and useful information for our prospects. (the long-term benefits of providing this information is that this will be evergreen content and with proper SEO considerations it can ease the reliance on publisher content investment year on year).

EXECUTION OVERVIEW

  • 60% pull marketing in PPC (travel & Canada related queries driven to Keep Exploring (useful content in alignment with search terms)
  • 40% push marketing in Promoted content in native/programmatic native and paid social with content boost only

From a tactical execution point of view, we provided and established a strategically laid down tracking infrastructure which will give us the ability to:

  • create Remarketing Lists for Search Ads for users having watched/interacted with TrueView Videos in the Dreaming phase
  • create Custom Audience lists for Facebook/Instagram Video watchers for various parts of the video (25, 50 or full completion) or Custom Audience lists who interacted with Facebook Canvas creative
  • create DoubleClick Audience Lists for users having watched our programmatic video in the Dreaming phase, which then can be used for following up with programmatic native messaging, pushing the consideration content in front of our ‚Äúprimed‚ÄĚ audience

KPI

Cost per landing
Cost per CTA click

DEVICE

Heavy mobile focus as that is where the majority of research activity takes place.

DECISION PHASE

This is the part where we proposed a fundamentally different approach in order to truly provide value for provinces and the Government of Canada.

EXECUTION OVERVIEW

Highly relevant and laser-targeted audiences and increased campaign efficiency:
1. BC Warm Lead Audience group (searched for BC destination airport on trade partner site once)
2. BC Hot Lead Audience group (searched for BC destination airport on trade partner twice or more)
3. BC Freshly converted (remove from retargeting pool and activate cooldown)

Programmatic Display ‚Äď Dynamic Retargeting
PPC: Search Remarketing
Paid Social: Facebook Remarketing, potentially dynamic remarketing

KPI

CPA of 450 CAD or less

RESULTS

Creative and ad types

Programmatic Display

Dynamic Ads

PPC

Paid Social

NURTURING PHASE

Once a prospect has converted and is ready to fly to Canada, ideally the customer engagement should not finish here. We recommended that Destination Canada/Provinces provide additional value and content to facilitate better experience and to increase customer opinion overall. (which data and statistical evidence suggest often result in referrals and word of mouth recommendations, incredibly valuable for Canada)

RESULTS

  • 40% uplift in paid efficiency compared to previous top 4 network agency
  • Cost per completed view of $0.012 and average 2% CTR across programmatic video

Over the years, we’ve worked with many tourism boards across the globe including Visit Cyprus and Aegean Airlines. If you’re interested in hearing more about how we could help you, please get in touch.

 
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Categories
Case Studies Video Advertising

Shore Projects: Rewarded Video Advertising

SHORE PROJECTS:
REWARDED VIDEO ADVERTISING

INDUSTRY:
Ecommerce
MARKET:
UK‚Äč
SERVICES:
Rewarded video advertising

Rewarded Video: Shore Projects Expansion & 86K New Visitors

Shore Projects, a new online retailer creating beautiful and timeless watches inspired by the British seaside aimed to expand their audience base and experiment with new advertising formats. A combination of rewarded video advertising and native advertising generated nearly 2m impressions with a CTR of 8% and a completion rate of 90% on video. Additionally, Shore Projects increased its database by 86,000.

REWARDED VIDEO ADVERTISING

CHALLENGE

In the past, Shore Projects’ advertising efforts have been predominantly focused on social media (you may have come across some of their stunning designs on Instagram). Recently, Shore Projects have been struggling to reach out to new audiences and so had to find other ways of engaging with customers outside of Instagram.

SOLUTION

The main target for this campaign were millennials, looking for the latest trends and who have shown an interest in competitor brands and products.

Advant Technology came up with a mixed media channel strategy focusing on video advertising and native advertising to create awareness of the brand. Both these formats are highly effective in driving high volumes of traffic, which can then be remarketed to through other forms of media. The use of re-targeting helped us reach those who showed interest but didn’t finish a purchase.

The predominant format used was rewarded video advertising, it was up weighted due to its media effectiveness.

The social media buy was managed in-house by Shore Projects. We worked alongside their paid advertising team to support with new formats and leverage the skillset that we have. This helped add value where Shore Projects needed it most.

WHAT IS REWARDED VIDEO ADVERTISING? 

Rewarded video advertising is a type of incentivised advertising that is most commonly used in mobile games or entertainment apps. In short, a user watches a video to get rewarded. We’ve seen huge successes using this format for clients such as Laureus World Sports Awards and Activision Blizzard.

You may have come across rewarded video ads on Spotify (where you can watch an ad to receive 30 minutes of uninterrupted music) or in a mobile game (where you can watch a video in order to get an extra life). We recently wrote this blog post on why we’re big fans of this format.

Rewarded video advertising can be highly effective and boasts some super impressive success rates:

  • 71%¬†of players prefer watching in-game video ads than paying for an app
  • 62%¬†of players regularly choose to engage with rewarded video apps by choice
  • 62%¬†of apps saw user retention increase or maintain after the introduction of rewarded video ads
  • 52%¬†of apps say that this type of video ads are the most lucrative type of in-game advertising

Contrary to popular belief users playing mobile games are not just Gen Z. Indeed, the average mobile gamer is female aged 38 years old. Rewarded video advertising has huge scale no matter the market you can be assured there are plenty of gamers and app users who are reaching to exchange their time and attention for watching video ads.

Interested in hearing more about rewarded video advertising? Speak to one of our team members who’d happily explain more.

RESULTS

  • 1m impressions from video advertising
  • 90% completion rate on videos
  • 8% click-through rate (CTR)
  • 86,000 new site visitors
  • 9.7 million impressions on banners and native advertising during Black Friday and Christmas
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Case Studies Programmatic Video Advertising

Shelter: Programmatic Video Advertising

SHELTER:
PROGRAMMATIC VIDEO ADVERTISING

INDUSTRY:
Charity

MARKET:
England

SERVICES:
Programmatic video advertising

It was an honour for Advant Technology to assist the charity Shelter as part of their 2019 winter campaign. By distributing video ads across a specific list of premium news websites, we achieved viewability rates of 70%.

Challenge
As the country’s leading housing and homelessness charity, Shelter is fighting to tackle homelessness throughout the year. During the cold winter months, the need for emergency housing becomes even more urgent, and with that, the need for charitable donations.

Solution

With the aim to maximise awareness and donations for the Shelter brand over the winter period, Advant Technology used a mixture of premium video placements across tier 1 and tier 2 sites focusing on brand video metrics and donations. Shelter also provided us a blacklist of sites, which we ensured we never appeared on.

The targeting methodology was focused around delivering these ads within a contextual environment across content relating to charity, donations, homelessness and topics relevant to women (as women are more likely to make charitable donations).

We utilized Integral Ad Sciences pre-bid fraud filtering to ensure impressions were brought against high-quality traffic on large player inventory.

Pixels were placed across the Shelter site allowing us to create lookalike audiences whilst still maintaining a strict whitelist.

Due to efficient media buying, we were able to buy impressions at a lower than expected rate, allowing us to give Shelter 15% back in added value, essentially 15% more impressions at no extra cost.

Campaign Overview

  • Pre-Roll & Native video campaign
  • Targeting & Optimisation
  • Budget split into Premium Tier 1 & Tier 2 publishers
  • Positive and Negative Contextual keyword targeting across all media
  • Upweighted campaign towards later 1/3rd

Results

  • Viewability threshold of¬†70%
  • Completion rate of¬†54%

Shelter programmatic advertising

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Categories
Case Studies In-App Advertising Video Advertising

World of Warcraft: In-app Advertising

WORLD OF WARCRAFT:
IN-APP ADVERTISING

INDUSTRY:
Online gaming

MARKET:
Brazil

SERVICES:
In-app advertising

World of Warcraft, part of the Activision Blizzard Group with a turnover of $6.5bn, is a powerful force in the gaming industry. The role-play game has been around for many years and is constantly reinventing itself with new add-ons, but the brand is reaching saturation. Advant was commissioned to help reach new audiences outside of traditional communities using image and video assets.

OBJECTIVES

  • Increase brand awareness and drive qualified traffic
  • Deliver a positive Return on Ad Spend (ROAS)
  • Identify lookalike audiences that fit key Blizzard titles
  • Increase awareness for game launches and upgrades
  • Drive incremental growth from outside of the typical Google YouTube and Facebook ecosystem

CHALLENGE

Activision Blizzard, the company behind epic games such as Overwatch and Call of Duty, approached us with a brief to increase brand awareness and traffic for one their most famous brands: World of Warcraft.

The role-playing game has been around for many years and is a powerful force in the online gaming industry, however, despite efforts to constantly looking to reinvent itself with new and exciting add-ons, the brand is reaching saturation.

SOLUTION

As  WOW had lots of content it made sense to use a media plan that could leverage that content. As with any brand awareness campaign when running video advertising we’re looking to ensure the following goals:

  • Brand safety
  • Completion rate
  • Viewability
  • CTR

With this in mind, we turned to in-app game advertising, more specifically, rewarded video advertising. Rewarded video advertising can be hugely successful, and we recently also used it as part of¬†Shore Projects‚Äė¬†media strategy. We also wrote a blog post about it¬†here.

One of the main benefits of this type of advertising is that we can deliver very high completion rates (the average is as high as 95%). On top of this, videos are 100% in view with 100% share of voice AND yields CTRs in the region of 4% on average. Basically the holy grail of video metrics!

The CPMs are much lower than VOD platforms so naturally this made huge sense and would give Blizzard excellent awareness for their marketing investment.

STRATEGY

The implementation of the campaign included an effective full-funnel retargeting solution that allowed Blizzard to own the data.

Our team then negotiated the best contracts on behalf of Blizzard for media buying and ad-serving and drove re-engagement via sophisticated retargeting strategies, taking into consideration upper funnel behavioural signals and factoring in recency windows from an initial site visit.

RESULTS

  • 8.6%¬†Click-through rate vs a YouTube average of 0.33% CTR vs a pre-roll industry average CTR of 0.59%
  • 98%¬†Audible and viewable on complete (AVOC) vs the industry for pre-roll which is just 22.5%

TESTIMONIAL

Advant Technology worked with paid and organic search specialist SEM International who managed the client relationship from their HQ in California where Blizzard is also based. Here’s what CEO Michael Bonfils had to say:

‚ÄúAdvant Technology continues to be our programmatic advertising partner of choice because of the results they deliver. ¬†I don‚Äôt know another agency that can deliver 98% audible and viewable on completion and with a CTR of 8.6%. The campaign was a great success and helped deliver a big sales boost for Blizzard and their title World of Warcraft‚ÄĚ

USP

What made Advant succeed with this campaign was to look outside the box and find a gaming audience that gave the biggest ROI. Advant looked at a range of channels but knew that in-game rewarded video advertising would be both highly targeted but also deliver high reach with moderate investment levels.

It’s this type of thinking that sets us apart from you’re your average agency who would probably have just whacked the budget on Facebook or Google without too much thought of going further than the norm.

  • ¬†

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Categories
Case Studies Programmatic

Alpari: Programmatic Display Advertising

ALPARI: PROGRAMMATIC
DISPLAY ADVERTISING

INDUSTRY:
Finance
MARKET:
Nigeria, South Africa, Australia, global retargeting
SERVICES:
Programmatic display advertising

Alpari’s Programmatic Display Advertising Success

Alpari, one of the world’s largest Forex brokers, is a well-established and recognised brand in Russia. In 2019, to expand its international reach further, Alpari turned to London-based programmatic agency, Advant Technology Ltd to help them increase both their brand awareness and sales through programmatic display advertising.

CHALLENGE

Forex brokers are always on the lookout for more customers but they have strict cost per acquisition (CPA) targets.

They saw a big opportunity in emerging markets and turned to our international expertise programmatic media buying to help generate new customer sign-ups and regular spenders.

SOLUTION

Our aim was to drive users to custom landing pages on the Alpari website where they would be encouraged to create an account and deposit funds.

There was a concern about the landing pages loading time in different regions. This is a big deal for any advertising campaign with the mobile standard being 1 sec.

After learning that the client uses Unbounce page builder with drag and drop content creation, we suggested requesting optimisation from the Unbounce team, because the landing pages are not optimised in code by default, so that explained the long loading time.

We also suggested a few online tools for testing on mobiles for 3G & 4G as well as various regions and browsers to see the whole picture and optimise even further based on their insights.

Finally, we recommended using CDN (a content delivery network) in order to speed up loading in other countries. It caches your content closer to the country where your user accesses your site and then the next time it serves content much faster.

To maximise budget performance, it was essential that we got the targeting within the DSP spot on. Like most campaigns we start with a learning phase, we gather data, we test and learn to see which line item strategies within our chosen DSP will work best. For Alpari, our programmatic ad traders divided the platform budget equally between the campaign strategies below, we then allowed for the budget to be dynamically allocated based on the best performing line item.

INSIDER TIP:

Dynamic budget allocation allows you to set your total budget at the campaign aka parent level, the line item strategies below then share that common budget which sits underneath the parent or campaign level, the strategy with the best performing KPI will get the greatest share of the campaigns total budget.

THIRD-PARTY AUDIENCES

We used third-party audience data through independent DSP in order to target audiences with greater precision. For this campaign, we used:
Eyeota – B2B – Interest – Products and Services – Investments and Stock Exchanges
Eyeota – Finance – Interest – Personal Finance – Investments
Fifty Core > Personal Finance > Personal Investing
Fifty Core > Personal Finance > Personal Investing > Options
Business / B2B – Interest – Investments and Stock Exchanges
Eyeota – B2B – Interest – Products and Services – Investments and Stock Exchanges

CONTEXTUAL TARGETING

We also used contextual targeting to find users based on the content they are consuming. The keywords we used for this campaign were:

forex trading
+invest +stocks
+forex +trade
+alpari
forex trader
+metatrader +4
+forex
+trading +bitcoin
how to forex trading
forex trading for beginners
+forex +trader
+metatrader
+forex +training
forex brokers
free forex signals
trading cryptocurrencies
trading stocks
forex broker
invest stocks online
+demo +forex
forex trading course
alpari group
forextime
+invest +gold +online
invest apple stocks
invest cryptocurrencies
+trade +gas

WHITELIST

We started off with a whitelist of premium finance publishers, this was made up using the clients own list in addition to our list that we collated through research.

We negotiated and worked directly with these publishers to ensure we secured the best possible deal for the client. We then activated the publisher on a private marketplace deal also known as PMP (check out our blog post on PMPs here).

A selection of the best performing domains include:

investing.com
ng.investing.com
finviz.com
livemint.com
stockcharts.com
dailyfx.com
babypips.com
daytrading.com
commodity.com
forexsignals.com
brokernotes.com
dolphintrader.com
forexstrategieswork.com
forexrobottrader.com
bitcoinafrica.io
forexprofitway.com
fx-list.com
forexobroker.com
greattradingsystems.com
forexmt4ea.com
forexabode.com
theforexkings.com
forexpops.com
forexracer.com
piranhatrader.com
engineforex.com
tradeoil.com
tradersdna.com
wecomparebrokers.com
fraudbroker.com
dinero.com
benzinga.com
moneyweb.co.za
blockonomi.com

RETARGETING

A strong retargeting strategy ensures maximum media efficiency. To understand where users are on their path to purchase we export multiple event pixels that allow us to design a binary retargeting strategy. In the case of Alapri.com we tracked users across any of the following single events:

All_Pages
Basket_Page
Deposit_Page
Campaign_Landing_Page
Registration_Page

This allows us to maximise our bidding strategy to users who may have registered within 1,2,7,14 or 30 days but not yet deposited.

REPORTING

Having a clear structured report allows you to see the best strategies. Here are the list of just some of the dimensions we use when exporting our reports to give us the best possible overview:

Insertion Order Name
Tactic Name
Country
Impressions
Clicks
CTR
Total Cost
eCPC
eCPM
vCPM
Total Conversions
Total Conversion Rate
Revenue
eRPM
eRPC
eRPA
Conversion Segment Name
Insertion Order Currency Name

RESULT

CPA target: £90
CPA delivered: £65.64

Check out some other customer success stories from other financial organisations.

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visa case study
Case Studies

Visa: Display Banners

Strategically placed display banners achieved nearly 11M ad impressions for VISA, helping to keep the brand front of people’s minds while travelling.

Benefits Programmatic Advertising
Blog

Benefits of Programmatic Advertising

BENEFITS OF PROGRAMMATIC ADVERTISING Programmatic Advertising: Transparency, Real-Time Stats Benefits of the Programmatic Advertising – Advant Technology[/caption] Programmatic advertising has been for many years been

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Case Studies Programmatic

Visit Cyprus: Programmatic Display Advertising

VISIT CYPRUS: PROGRAMMATIC
DISPLAY ADVERTISING

INDUSTRY:
Tourism
MARKET:
Russia
SERVICES:
Programmatic display

Explore Cyprus: Your Ultimate Travel Guide

Over the years we have had the pleasure of working with tourism boards in Tunisia, Canada, Greece, Poland among others. The extensive experience of working with governmental organisations to promote specific destinations have made us experts in this field. If you’re interested in hearing more about our work in tourism, please speak to our team.

VISIT CYPRUS: PROGRAMMATIC DISPLAY ADVERTISINGSummary
Our work together with Visit Cyprus was focused around driving visitors to the Visit Cyprus Tourism Information Page through display advertising.

Challenge
Cyprus is a very popular tourist destination with millions of visitors arriving on the island each year. Despite it being a popular choice for European tourists, the country has been struggling to attract visitors from Russia. There wasn’t much website traffic coming from Russia despite the site being translated into Russian. Therefore, increasing awareness among the Russian audience during the holiday planning/booking time became a first step in the campaign.

Solution
Considering the budget, creative capabilities and the best programmatic channels, we focused on display advertising. Our campaign was delivered across travel-related premium websites in affluent Russian cities such as Moscow, Yekaterinburg and St. Petersburg. The team monitored and optimised Google Analytics closely in order to segment traffic sources and feed data back into campaign delivery.

Results

  • The campaign drove¬†220,000¬†new visitors to the landing page
  • Our methods resulted in a¬†20%¬†reduction in bounce rate
  • We saw an improvement of¬†1.8x¬†average time spent on site

Check out some of our other case studies from working with tourism organisations around the globe.

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Case Studies Programmatic

Medtronic: Programmatic Advertising

MEDTRONIC: PROGRAMMATIC ADVERTISING

INDUSTRY:
Healthcare

MARKET:
UK, BR, CL

SERVICES:
Programmatic Advertising

Medtronic, the global leader in medical technology, services, and solutions, was looking to increase awareness among a niche target audience while reducing the cost per lead. They also wanted our help to maximise the engagement of their existing content. 

CHALLENGE

Medtronic’s target audience for this particular campaign was neurosurgeons, not a huge group relative to the web. An innovative approach to targeting was needed to find the relevant audience, and further out-of-the-box thinking had to be applied to find the users with the highest engagement.

SOLUTION

We worked with the Medtronic team to drive the maximum number of video views and clicks to their whitepapers within a relevant audience who showed interest in the content and ‚Äúwant to learn more‚ÄĚ.¬†

We used different targeting methods to achieve the best results: 

  • Targeting pages through a set of keywords (contextual targeting)
  • Find users based on 3rd party data (audience targeting)
  • Specific known top domains (domain targeting)
  • Targeting relevant categories such as business news, health etc.

RESULT

  • We achieved 16 million impressions with conversion rates reaching up to 28.36%
  • Native ad formats significantly outperformed display

Are you looking for help managing your upcoming B2B campaigns? 

We’ve got plenty of B2B experience and have worked with many brands. Check out our other case studies.

We’d love to help. Speak to us today about your requirements.

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Blog News

Fountain of Hygiene

FOUNTAIN OF HYGIENE

Fountain of Hygiene: Bridging Art and Hygiene Amidst COVID

In light of COVID-19, Bompas & Parr, together with the Design Museum, organised the competition Fountain of Hygiene to raise funds for the British Red Cross.

The competition invited creatives, designers and makers to explore the aesthetic, functional and social possibilities of enhanced hygiene this crisis have brought upon us.

When we were asked to partner with Bompas & Parr to help raise awareness of the Fountain of Hygiene competition, it was a given for us.

To maximise the number of competition entries, our strategy included using contextual targeting to run display banners on websites where we knew designers and creatives would spend their time, and in the end, our awareness campaign helped secure an impressive 182 entries.

contextual targeting

Terry Hearnshaw’s unit dose dispensing system won the London & Partners Sustainable Design category

Once the contestants had submitted their works, they were evaluated by a panel of eminent judges including:

Jules Chappell OBE
Managing Director of the Mayor Of London’s Promotional And Economic Development Agency, London & Partners

Marcus Fairs
Founder and Editor-in-Chief of Dezeen

Tim Marlow OBE
Chief Executive and Director, Design Museum

Harry Parr
Architect and Founder of Bompas & Parr

Deb Pellen
Global Director, Innovation at Bacardi

Serena Rees
British Businesswoman and Founder of les boys les girls

Prof Charles Spence
Experimental Psychologist and Head of the University of Oxford’s Crossmodal Research Laboratory

Bee Wilson
Food Journalist, Author and Historian

The winners were shortlisted by the jury based on four criteria including innovation, functionality, social impact and aesthetics.

With so many beautiful, whacky, innovative designs, it’s no exaggeration to say that the competition was fierce.

Check out the winning entries here.

Sally Reynolds’ stunning soap dispenser won the Luxury Design category

Sally Reynolds’ stunning soap dispenser won the Luxury Design category

Read some of our customer success stories where we’ve also used display banners.

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Blog Guide Programmatic

Open Auctions

OPEN AUCTIONS

I know what you’re thinking. A digital advertising phrase that is not an acronym? What is going on? 

Calm down there cowboy. You can always trust the digital advertising community to come up with TLSs (three-letter acronyms). For Open Auctions, they’ve settled on RTB (Real-Time Bidding).

What are open auctions?

An open auction is a real-time bidding process that allows multiple publishers and advertisers to bid on ad inventory. 

What are the pros?

  • Cost-effective: these types of auctions are great if you‚Äôre looking for a large reach and have a relatively small budget to play with
  • Straightforward: easier and faster to set up compared to other media-buying methods¬†
  • Targeting: access to multiple powerful targeting options including third-party data
  • Optimisations: the advertisers can be creative with formats and optimisations to engage with the user
  • Reach: you can reach target audiences irrespective of the sites they are visiting¬†

What are the cons?

  • Non-premium: inventory us not as premium as other buying-methods
  • Ad fraud: chances of ad fraud can be greater compared to closed auctions
  • Brand safety: a chance to appear on sites you don‚Äôt want to associate with
  • Lack of transparency: no set price structures¬†

When to choose open auctions:

  • When you want access to a large range of inventory at lower rates and want to have the fluidity of easy access¬†
  • When access to third-party data and other targeting technologies would be beneficial to overlay on top of your open auction

When to avoid open auctions:

  • When you want access to more premium inventory (mastheads, roadblocks etc.)¬†
  • When the publisher is offering premium inventory along with premium targeting only accessible buy some form of programmatic media¬†

If you want to learn more about other types of programmatic media-buying, check out our blog post on PMPs (private marketplace deals).

Categories
Case Studies Video Advertising

Laureus Sports Awards: Facebook Video Advertising

LAUREUS SPORTS AWARDS:
FACEBOOK VIDEO ADVERTISING

INDUSTRY:
Sports
MARKET:
various countries including the UK, Spain, Ireland, Germany and China ‚Äč
SERVICES:
Facebook video advertising

Laureus Sports Awards: Celebrating excellence in sports

We’ve had the honour to work with prestigious sports awards brand Laureus on various campaigns over the years. This time, they were looking to generate Facebook likes and increase the exposure of their virtual awards ceremony; Real Heroes. To generate Facebook likes, we built a widget that allowed users to like their page straight from video advertising and hence streamlining the user journey. For the exposure of the campaign, we fine-tuned our targeting and achieved a CTR of 10%.

targeting

CHALLENGE

Laureus was looking to increase awareness of their upcoming live event, Real Heroes. They also wanted to increase their number of Facebook fans by reaching new, highly relevant audiences.

SOLUTION

To maximise exposure of the upcoming event, our team focused on getting the targeting absolutely right in order to achieve the best CTR.

We had to think cleverly about reaching these audiences through a scalable medium available in various countries where people have the mindset to consume similar content, and what would be better than Facebook at achieving this?

As we’ve seen huge successes using rewarded video advertising in the past (most recently for Blizzard Activision and Shore Projects) we decided to go with this format. The video ads were played in contextual football games and to a highly relevant audience.

rewarded video advertising

To help increase the Facebook fan base, we wanted to maximise the ROI for the client by streamlining the customer journey. To achieve this, we built a like button underneath the video player. This allowed users to like the page straight from where they consume the branded content, rather than having to first go to the Facebook fan page and then click the like button, which would have resulted in a longer user journey, higher drop off and ultimately higher cost per result.

RESULTS

  • We achieved 71,000 views from our Facebook video player ad with a¬†10% CTR (compared to average at less than 1% and 1,000 higher engagement than a display banner)
  • The video drove 15% of all traffic on the site, making it the 3rd largest source of traffic, resulting in nearly 20,500 likes
  • We increased the brand‚Äôs fan base for ¬£0.30/like¬†(compared to the average cost of $1.50-$2) maximising the ROI for the client
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Case Studies Facebook Ads

Budget Insurance: Facebook Advertising

BUDGET INSURANCE:
FACEBOOK ADVERTISING

INDUSTRY:
Insurance
MARKET:
UK
SERVICES:
Facebook advertsing

Learn more about budget insurance

UK-based insurance intermediary, Budget Insurance, appointed Advant Technology to drive brand awareness through Facebook advertising while acquiring a database of potential new customers.

budget insurance facebook advertising

CHALLENGE

With the vast majority of customers coming from comparison websites, Budget Insurance is struggling to gain brand awareness and saliency. They also find it difficult to get a good understanding of their core target audience.

SOLUTION

We distributed ads on Facebook to a UK audience to increase brand awareness and boost brand perception. To acquire data of potential new customers, we encouraged users to enter a competition that went alongside an entertaining video ad. The people we targeted had an interest in funny videos and were often customers of competitors.

CREATIVE ASSET

Below you’ll see the video we used for this campaign.

RESULT

  • Nearly¬†100,000¬†video views on Facebook
  • 5.5%¬†CTE
  • 1,420¬†competition entries
  • 4.5x¬†more Facebook page likes
Planning your own Facebook campaign? Speak to our team who would love to help.
 
 
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visa case study
Case Studies

Visa: Display Banners

Strategically placed display banners achieved nearly 11M ad impressions for VISA, helping to keep the brand front of people’s minds while travelling.

Categories
Case Studies Display banners

Aegean Airlines: Display Banners

AEGEAN AIRLINES:
DISPLAY BANNERS

INDUSTRY:
Travel

MARKET:
France‚Äč

SERVICES:
Display banners

Summary
We worked with Aegean Airlines to drive brand awareness across France through programmatic display banners. We targeted premium news and travel websites and through our ads, we achieved nearly six million impressions.

Challenge
With the financial crisis hitting Greece, Aegean Airlines saw their bookings decrease. They wanted our help to increase brand awareness and air ticket bookings in France.

Solution
We used contextual targeting and strategically placed our ads next to content related to Greece and Mediterranean holidays. The ads were placed across premium news and travel websites using lists such as Comscore Top 20.

As the campaign was running during the Greek financial crisis we applied a blacklist of any pages that hosted negative content about the topic. This ensured that the user would have a positive view of Greece and Aegean Airlines.

Aegean airlines: display banners

Results
Nearly 6M impressions from programmatic distribution.

Over the years, we have had the pleasure of working with many tourism organisations and travel brands. Check out some of our other case studies from brands such as Visit Cyprus and Destination Canada.

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Categories
Case Studies Display banners

Visa: Display Banners

VISA:
DISPLAY BANNERS

INDUSTRY:
Finance
MARKET:
Global‚Äč
SERVICES:
Display banners

VISA: Boosting Traveler Recognition with Display Banners

Advant Technology was approached by VISA to help boost recognition and usage of their services among travellers. Strategically placed display banners achieved nearly 11M ad impressions, helping to keep VISA front of people’s minds while travelling.DISPLAY BANNERS

Challenge

With the rise of companies offering dedicated travel credit cards, many people forget about good ol’ VISA. Many travellers don’t think to use their VISA cards while travelling abroad, despite the fact that they can use it in millions locations in over 200 countries. Our task was to put VISA at the top of people’s minds for their future travels.

Solution

Our strategy was focused around distributing VISA banners across over 80 global markets, favouring countries with a population more inclined to travel over the summer months to Greece. We primarily targeted high net worth individuals and distributed our banners across premium travel and financial news websites in order to raise awareness and drive people through to the landing page. As this was an awareness campaign we focused on viewability and achieved 83% on average vs a global average of approximately 50% depending on year and market.

What is viewability?

According to the Interactive Advertising Bureau (IAB) an ad is considered viewable when it appears on at least 50% on screen for more than one second.

Why is viewability important when it comes to using display for awareness campaigns?

Unlike performance campaigns when the goal is some sort of conversion such as a sale or a lead, awareness campaigns are geared towards brand metrics such as brand recall and brand recognition, favourability and purchase intent among other metrics shown below.

Brand Equity Metrics

Raising awareness cannot be done unless the brand is seen therefore viewability is essential, in short the more viewable impressions delivered to your target audience the more you will increase the brand metrics above.

Results

  • 10,800,000 impressions
  • 0.33% CTR
  • 83% viewability

Check out some other case studies for financial organisations including Alpari.

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Case Studies Display banners Native Programmatic Video Advertising

Gerard: Native, Display And Programmatic Video Ads

NATIVE, DISPLAY AND
PROGRAMMATIC VIDEO: GERARD

INDUSTRY:
Construction
MARKET:
Hungary‚Äč
SERVICES:
Native, display and video

We’ve had the pleasure of working with Hungarian roof manufacturers, Gerard, for many years. The work we do together is mostly focused on raising awareness for their products among untapped audiences through native, display and video advertising.

NATIVE, DISPLAY AND PROGRAMMATIC VIDEO: GERARD

Challenge

As a roofing manufacturer, Gerard’s target audience is broad and could apply to any homeowner but the timing of when you may make a purchase makes the audience niche, not everyone will be in the market for a new roof in the near future. We’ve been using display banners, native and video formats to raise awareness among users currently in the market for a new roof.

Solution

Our team uses contextual targeting to reach out to untapped audiences through display banners. The list of publishers is typically pre-set and targets people aged 30-64 currently constructing or renovating their homes. A typical campaign gets well over 1m impressions through whitelisted premium publishers.

Results
To us, client retention is the biggest proof of success and something we’re incredibly proud to say we’re smashing! We’ve been managing Gerard’s campaigns since we were just one year old (back in 2016), and look forward to many more years of collaboration together.

Check out our case studies from some of our other long-standing clients including Austrotherm.

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Categories
Case Studies Native

Austrotherm: Native, Display And Programmatic Video Ads‚Äč

AUSTROTHERM: NATIVE, DISPLAY AND
PROGRAMMATIC VIDEO

INDUSTRY:
Construction
MARKET:
Hungary
SERVICES:
Native, display and video
  • Insulation pioneer,¬†Austrotherm, is one of our longest-standing clients. They‚Äôve been with us since the very start of our journey (the golden days of 2015) and run native, display and video ad campaigns with us on a monthly basis.

         Austrotherm: Targeted Marketing Success in Construction

  • Display and Programmatic video

    Challenge

    Austrotherm may not be a mainstream brand like Coca-Cola, but it’s the place to go to if you’re looking for insulation.

    Because of the nature of the business, Austrotherm needs to balance their marketing efforts and make sure not to spend their budget on creating awareness to a too wide audience. Instead, we help them focus on getting attention from individuals who have just been starting to make construction or renovation plans.

    Solution

  • To do this, our strategy is to distribute ads through a predetermined list of publishers where these audiences congregate.Depending on the target group and interests, we use contextual targeting to establish which selling points to focus on and which section to the website to send them to. Essentially different optimised landing pages for different target groups.

    Results

  • To us, nothing says ‚Äėsuccess‚Äô like client retention and this is something we‚Äôre incredibly proud to say we‚Äôre smashing! We‚Äôve been managing Austrotherm‚Äôs campaigns since we opened up our doors as an agency, and look forward to many more years of collaboration.Check out our case studies from some of our other long-standing clients including Gerard.
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Benefits Programmatic Advertising
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BENEFITS OF PROGRAMMATIC ADVERTISING Programmatic Advertising: Transparency, Real-Time Stats Benefits of the Programmatic Advertising – Advant Technology[/caption] Programmatic advertising has been for many years been

Categories
Case Studies Display banners

Beachcomber Hotels: Display Banners

BEACHCOMBER HOTELS
DISPLAY BANNERS

INDUSTRY:
Hotels
MARKET:
UK‚Äč
SERVICES:
Display banners

Beachcomber Hotels: Awareness through Strategic Advertising

Beachcomber Hotels owns and manages eight hotels in Mauritius, one in the Seychelles and one in Morocco. We worked with them to increase brand awareness among users interested in booking holidays.

CHALLENGE

The hotel group wanted to increase brand awareness of their Mauritius properties among a UK audience predominantly targeting honeymooners, wealthy families and even golf enthusiasts.

SOLUTION

Display banners were placed across premium travel websites such as The Lonely Planet and Condé Nast Traveller. We employed three core targeting methods to get the ads in front of the most relevant audiences:

  • keyword targeting
  • keyword contextual targeting¬†
  • audience based targeting

RESULT

We achieved 3,200,000 impressions from the distribution of display banners

The use of retargeting resulted in an average CPR of 0.22%

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Categories
Case Studies Native

Eastern Macedonia & Thrace: Native Advertising

EASTERN MACEDONIA & THRACE :
NATIVE ADVERTISING

INDUSTRY:
Tourism
MARKET:
Turkey
SERVICES:
Native ads

Boosting Tourism in Eastern Macedonia: Native Ads in Turkey

We worked with the Eastern Macedonia & Thrace tourism board via an agency partner in Greece acting as a white label solution. The campaign created brand awareness through native advertising formats. The campaign was delivered across tier 1 travel-related websites in Turkey.

CHALLENGE

Eastern Macedonia and Thrace were looking to increase their brand exposure across Turkey. They had a set timeline to achieve an increase in the number of bookings to the region, and thus, we were appointed to reach people who intend to book a holiday abroad in the near future.

By using contextual audience we are effectively targeting users who are in the middle of the path to purchase for purchasing travel services.

SOLUTION

The campaign was delivered to only one market, using contextual rather than demographics. We targeted people who have a strong intent of travelling in the near future or who have a strong interest in travelling abroad. 

RESULT

We achieved 700,000 impressions from native advertising with a 0.25% CTR. This is way above the market average of 0.16%.

The use of banners as an addition to the native advertising resulted in a total of 1,300,000 impressions and 3,000 new potential customers to Eastern Macedonia & Thrace.

We worked with the Eastern Macedonia & Thrace tourism board via an agency partner in Greece acting as a white label solution. The campaign created brand awareness through native advertising formats. The campaign was delivered across tier 1 travel-related websites in Turkey.

CHALLENGE

Eastern Macedonia and Thrace were looking to increase their brand exposure across Turkey. They had a set timeline to achieve an increase in the number of bookings to the region, and thus, we were appointed to reach people who intend to book a holiday abroad in the near future.

By using contextual audience we are effectively targeting users who are in the middle of the path to purchase for purchasing travel services.

SOLUTION

The campaign was delivered to only one market, using contextual rather than demographics. We targeted people who have a strong intent of travelling in the near future or who have a strong interest in travelling abroad. 

RESULT

We achieved 700,000 impressions from native advertising with a 0.25% CTR. This is way above the market average of 0.16%.

The use of banners as an addition to the native advertising resulted in a total of 1,300,000 impressions and 3,000 new potential customers to Eastern Macedonia & Thrace.

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Categories
Blog Programmatic

Private Marketplace Deals (PMPs)

PRIVATE MARKETPLACE DEALS (PMPs)

A guide to private marketplace deals

If you’re new to the world of digital advertising, you may have noticed that the industry is full (and we mean FULL) of buzzwords and acronyms. To help navigate this notoriously complex landscape, we thought we’d break down some of the most commonly used industry jargon. 

We’re starting off with one of our favourite TLAs (three-letter acronyms that is): PMP 

What is PMP?

PMP stands for Private Marketplace and is a programmatic media-buying method.

Compared to open auctions, which you can read about here, PMP is an invitation-only bidding process where publishers invite selected buyers to take place in real-time bidding to purchase their inventory. 

The minimum price of the bids is referred to as ‚Äėfloor price‚Äô and is negotiated before the auction starts. Private marketplace deals are more targeted and premium than open auction deals, which is reflected in the price.¬†

What are the pros of private marketplace deals?

  • Transparency:¬†It gives both buyers and sellers transparency of the auction
  • Relationship building:¬†Publishers and buyers negotiate and agree on terms and pricing, which allows for mutual understanding and strong relationships to be built
  • Premium inventory:¬†Gives access to higher-quality inventory before it ends up on the open market
  • Targeting:¬†Allows advertisers to target specific audiences¬†

What are the cons of private marketplace deals?

  • Only partly-automated, meaning the buying process can require more manual labour and time compared to open auctions¬†
  • Non-guaranteed inventory: there is no guarantee you‚Äôll get the inventory you want
  • Pricing:¬†Costs tend to be slightly higher than open auction deals

When to choose PMPs:

  • When you have a whitelist of publishers you want to display your ads across¬†
  • When you want access to higher-quality inventory before it ends up on the open market
  • When you have a specific target audience for your campaign

When to avoid private auctions:

  • When a campaign calls for more premium inventory (mastheads, roadblocks etc.)
  • When you want a fixed price for the inventory¬†

If you want to learn more about other types of programmatic media-buying, check out our blog post on open auctions here.

Categories
Blog Tourism

Tourism industry marketing: Why Wikipedia matters

TOURISM INDUSTRY MARKETING: WHY WIKIPEDIA MATTERS

Elevating Tourism Marketing: The Significance of Wikipedia

Here at Advant Technology, we specalise in paid digital media but we still keep our ear to the ground to see what’s happening in the wider marketing world.

We recently came across a fascinating academic article highlighting the value of content in increasing overnight stays in smaller cities.

How, you ask? By adding information to Wikipedia pages where there was relatively little information, consumers were able to make a more informed decision, this information influenced where they decided to travel and for how long.

The article highlights the importance of having a strong online presence, this presence leads to greater awareness which in turn leads to more travel resulting in positive economic returns.

Read the full study here.

If you’re interested in learning how you might be able to run a program like this at scale in multiple languages, reach out to us and we can recommend a sister agency who can do just that using proprietary technology.

Categories
Blog Programmatic

Trends in programmatic 2020

TRENDS IN PROGRAMMATIC 2020

2020 is an exciting year with continued growing investment in the programmatic advertising space. Millions of apps, sites and endless formats from which to choose from. The fragmentation of media and digital touchpoints have arguably made marketers’ jobs increasingly harder. At Advant Technology we help brands and agencies navigate the complex world of programmatic through expert knowledge of ad tech platforms.

The trends we’re exploring this year include:

Artificial Intelligence

Undoubtedly one of the hottest topics in programmatic advertising right now. We’ve seen massive uplifts of up to 40% in performance campaigns optimising towards metrics including cost per acquisition, cost per view and effective cost per click. You can explore our dedicated post here.

AI has been helping analyse the thousands of data points available to improve optimisation beyond what a human can achieve.

5G

This fascinating technology will enable a more connected world. Speeds that can surpass 100giagabits per second is 100 times faster than 4G technology. This will enable advertisers to deliver a richer advertising experience. High-speed 5g means less buffering time for rich media and heavy high-quality video files thereby improving the user experience and potentially encouraging more advertising revenue, clearly then a huge opportunity.

Digital Audio Ads

The world’s first radio station was KDKA launched in Pittsburgh in 1920. Radio’s come a long way since then playing a huge role in how we receive our news, listen to music and more, fast forward 100 years and the US will be spending more time listening to digital audio than radio according to emarketer.

Contextual Advertising

In a post-GDPR and CCPA apocalypse, world audience data activation has many challenges. Contextual advertising technology does not use cookies or customer data and is, therefore, having a resurgence. Contextual ads use keyword and semantic technology to understand the context of the page and thus allow advertisers to deliver ads that are more relevant.

Categories
Blog Programmatic

Basic targeting methodology using a DSP

BASIC TARGETING METHODOLOGY USING A DSP

Demand Side Platform - DSP - Programmatic Advertising 101 - Advant Technology

Mastering Basic Targeting Methodology with a DSP

Demand Side Platform – DSP – Programmatic Advertising 101 – Advant Technology[/caption]

A DSP aka demand side platform allows you to target users via multiple formats that generally include display banners, video and native advertising. Whatever the format, you need to make sure that your ad has the best possible chance of reaching the right audience. In this short post, we’ll walk you through the main ways a DSP allows you to target. Don’t forget to research and fully understand who your audience so that you select the right targeting parameters. Let’s dive in and take a look:

Geo-Targeting is probably the most basic targeting methodology and at the very least you should apply some kind of country level targeting. Clearly there’s no point in advertising to people in Timbuktu if you only sell to people based in the United Kingdom.

Options include Country > state/region > zip code / post code or LAT LONG co-ordinates.

Geo-Targeting

Day Part Targeting refers to the hours of the day that your campaign is live. We often have requests from advertisers who only want to advertise between the hours of 7am and 10pm. This is normally associated with brand safety, however, there maybe other reasons for using day part targeting. Let’s say you have an app that helps people relax, well maybe it makes sense to advertise just before bed or first thing in the morning, where people are in a different frame of mind and are perhaps more open and could be more responsive to your messages.

Audience targeting, typically allows you to select audiences based on their interest or behaviour. Here’s a quick snapshot at the most effective routes.

  • Affinity Audiences (interest)
  • Customer match (using email address, phone number or other method to learn more visit Liveramp
  • Demographic such as age and gender
  • In-Market audiences e.g. inmarket to buy a used car

Re-Targeting, we’ve all seen those annoying ads that seem to follow us around after we’ve visited a retailers site. These ads are known as retargeting ads and can have a product feed showcasing the exact products you viewed + other products that you might be interested in. These product feeds can be implemented using an adserver such as campaign manager from Google DV360. Where most businesses go wrong with re-targeting is not frequency capping and thus bombarding the user with too many ads too often. Make sure you control the number of times an ad is seen by a user respecting the balance between selling and privacy and applying a reasonable frequency cap such as 1 in 24 hours.

Device targeting, perhaps the product you’re selling is an app? Well it probably makes sense to only serve ads on mobile devices, where the path to purchase is shorter. Device targeting allows you to control whether you target mobile, desktop or tablets.

Device targeting

Browser Targeting¬†‚Äď Maybe you need to target Apple users only. Well perhaps a good starting point would be targeting the Safari browser whose audience is typically Apple users. Browser targeting on the most widely used DV360 platform include:

  • Chrome
  • Firefox
  • Internet Explorer
  • Microsoft Edge
  • Opera
  • Safari

Browser Targeting

We’ll look to deep dive into some of the more advanced DSP targeting tactics later but for now we hope you find the above a welcome introduction.

Photo by Yucel Moran on Unsplash Photo by Nathan Dumlao on Unsplash Photo by Daniel Korpai on Unsplash

Categories
Blog Programmatic

Benefits of Programmatic Advertising

BENEFITS OF PROGRAMMATIC ADVERTISING

Benefits of the Programmatic Advertising - Advant Technology

Programmatic Advertising: Transparency, Real-Time Stats

Benefits of the Programmatic Advertising – Advant Technology[/caption]

Programmatic advertising has been for many years been a medium to buy advertising online, however, in the past couple of years we’ve seen the growth of programmatic for offline advertising like Digital Out of Home and this is only set to increase.

For the purposes of this article, we’ll be focusing on online programmatic advertising which is defined by DIGIDAY as:

‚Äúthe use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations, and manual insertion orders.”¬† It‚Äôs using machines to buy ads, basically.

Four Benefits of Programmatic Advertising - Advant Technology
Four Benefits of Programmatic Advertising – Advant Technology

Now we know what it is, let’s explore the benefits:

Transparency

Programmatic advertising does have it’s bad players and there are people out there who want to game the system, but on the whole programmatic advertising does allow advertisers to see exactly where their ads are being placed, on which sites/apps and the performance of each placement and whether those ads are viewable.

Real-Time Measurement

Understanding how your campaign is performing in real-time is a real joy, no more waiting around for weeks on end to see the effects of your advertising or waiting for your agency to provide laggard reports. Real-time measurement allows you to see key data 24 hours a day (if you’re that keen). Here is a full list of the metrics you can export from DV360 right now! As you can imagine a huge amount of data is generated so it’s key you focus on the metrics that matter to your campaign, shameless plug, we can help you with that!

  • Begin to Render Eligible Impressions
  • Begin to Render Impressions
  • Billable Impressions
  • Click Rate (CTR)
  • Clicks
  • CM Post-Click Revenue
  • CM Post-View Revenue
  • Engagement Rate
  • Engagements
  • First-Quartile Views (Video)
  • Midpoint Views (Video)
  • Third-Quartile Views (Video)
  • Complete Views (Video)
  • Impressions
  • Media Cost
  • Post-Click Conversions
  • Post-View Conversions
  • Revenue
  • Total Conversions
  • Total Media Cost
  • Tracked Ads
  • TrueView: Views
  • Active View: % Audible and Visible at Completion
  • Active View: % Audible and Visible at First Quartile
  • Active View: % Audible and Visible at Midpoint
  • Active View: % Audible and Visible at Start
  • Active View: % Audible and Visible at Third Quartile
  • Active View: % Audible Impressions
  • Active View: % Full-Screen
  • Active View: % Fully On-Screen 2 sec
  • Active View: % In Background
  • Active View: % Measurable Impressions
  • Active View: % of Ad Played
  • Active View: % of Completed Impressions Audible and Visible
  • Active View: % of Completed Impressions Visible
  • Active View: % of First Quartile Impressions Audible and Visible
  • Active View: % of First Quartile Impressions Visible
  • Active View: % of Midpoint Impressions Audible and Visible
  • Active View: % of Midpoint Impressions Visible
  • Active View: % of Third Quartile Impressions Audible and Visible
  • Active View: % of Third Quartile Impressions Visible
  • Active View: % Play Time Audible
  • Active View: % Play Time Audible and Visible
  • Active View: % Play Time Visible
  • Active View: % Viewable Impressions
  • Active View: % Visible 10 Seconds
  • Active View: % Visible at Completion
  • Active View: % Visible at First Quartile
  • Active View: % Visible at Midpoint
  • Active View: % Visible at Start
  • Active View: % Visible at Third Quartile
  • Active View: Audible & Fully On-Screen for Half of Duration (15 sec. cap) Impressions
  • Active View: Audible & Fully On-Screen for Half of Duration (15 sec. cap) Measurable Impressions
  • Active View: Audible & Fully On-Screen for Half of Duration (15 sec. cap) Rate
  • Active View: Audible & Fully On-Screen for Half of Duration (TrueView) Impressions
  • Active View: Audible & Fully On-Screen for Half of Duration (TrueView) Measurable Impressions
  • Active View: Audible & Fully On-Screen for Half of Duration (TrueView) Rate
  • Active View: Average Viewable Time (Seconds)
  • Active View: Custom Metric Measurable Impressions
  • Active View: Custom Metric Viewable Impressions
  • Active View: Custom Metric Viewable Rate
  • Active View: Eligible Impressions
  • Active View: Impression Distribution (Not Measurable)
  • Active View: Impression Distribution (Not Viewable)
  • Active View: Impression Distribution (Viewable)
  • Active View: Impressions Audible and Visible at Completion
  • Active View: Impressions Visible 10 Seconds
  • Active View: Measurable Impressions
  • Active View: Not Measurable Impressions
  • Active View: Not Viewable Impressions
  • Active View: Viewable Impressions
  • % Clicks Leading to Conversions
  • % Impressions Leading to Conversions
  • Audio Client Cost eCPCL
  • Audio Revenue eCPCL
  • Client Cost
  • Client Cost eCPA
  • Client Cost eCPA (PC)
  • Client Cost eCPA (PV)
  • Client Cost eCPC
  • Client Cost eCPM
  • Client Cost Viewable eCPM
  • CM Post-Click Revenue
  • CM Post-Click Revenue + Cross-Environment
  • CM Post-View Revenue
  • CM Post-View Revenue + Cross-Environment
  • Conversions per 1000 Impressions
  • Gmail Conversions
  • Gmail Post-Click Conversions
  • Gmail Post-View Conversions
  • Post-Click Conversions
  • Post-Click Conversions + Cross-Environment
  • Post-View Conversions
  • Post-View Conversions + Cross-Environment
  • Revenue
  • Revenue eCPA
  • Revenue eCPA (PC)
  • Revenue eCPA (PV)
  • Revenue eCPC
  • Revenue eCPM
  • Revenue Viewable eCPM
  • Total Conversions
  • Total Conversions + Cross-Environment
  • Video Client Cost eCPCV
  • Video Revenue eCPCV
  • AdLingo Fee
  • Adloox Fee
  • Adloox Pre-Bid Fee
  • Adsafe Fee
  • AdXpose Fee
  • Agency Trading Desk Fee
  • Aggregate Knowledge Fee
  • Billable Cost
  • comScore vCE in DoubleClick Fee
  • Data Fees
  • Data Management Platform Fee
  • DoubleVerify Fee
  • DoubleVerify Pre-Bid Fee
  • Evidon Fee
  • Integral Ad Science Pre-Bid Fee
  • Integral Ad Science Video Fee
  • MediaCost Data Fee
  • MOAT Video Fee
  • Nielsen Digital Ad Ratings Fee
  • Platform Fee
  • Platform Fee Rate
  • Premium Fee
  • ShopLocal Fee
  • Teracent Fee
  • Third-Party Ad Server Fee
  • TrustMetrics Fee
  • Vizu Fee
  • Audio Mutes (Audio)
  • Audio Unmutes (Audio)
  • Companion Clicks (Audio)
  • Companion Impressions (Audio)
  • Complete Listens (Audio)
  • First-Quartile (Audio)
  • Midpoint (Audio)
  • Pauses (Audio)
  • Starts (Audio)
  • Stops (Audio)
  • Third-Quartile (Audio)
  • Companion Clicks (Video)
  • Companion Impressions (Video)
  • Skips (Video)
  • General Invalid Traffic (GIVT) Begin to Render Impressions
  • General Invalid Traffic (GIVT) Clicks
  • General Invalid Traffic (GIVT) Impressions
  • Invalid Clicks
  • Invalid Impressions
  • Invalid Active View Eligible Impressions
  • Invalid Active View Measurable Impressions
  • Invalid Active View Viewable Impressions
  • General Invalid Traffic (GIVT) Active View Eligible Impressions
  • General Invalid Traffic (GIVT) Active View Measurable Impressions
  • General Invalid Traffic (GIVT) Active View Viewable Impressions
  • General Invalid Traffic (GIVT) Tracked Ads
  • Invalid Begin to Render Impressions
  • Invalid Tracked Ads
  • TrueView: General Invalid Traffic (GIVT) Views
  • TrueView: Invalid Views
  • Audio Media Cost eCPCL
  • Media Cost
  • Media Cost eCPA
  • Media Cost eCPA (PC)
  • Media Cost eCPA (PV)
  • Media Cost eCPC
  • Media Cost eCPM
  • Media Cost Viewable eCPM
  • Total Audio Media Cost eCPCL
  • Total Media Cost
  • Total Media Cost eCPA
  • Total Media Cost eCPA (PC)
  • Total Media Cost eCPA (PV)
  • Total Media Cost eCPC
  • Total Media Cost eCPM
  • Total Media Cost Viewable eCPM
  • Total Video Media Cost eCPCV
  • Video Media Cost eCPCV
  • Profit
  • Profit eCPM
  • Profit Margin
  • Profit Viewable eCPM
  • Programmatic Guaranteed impressions passed due to frequency
  • Programmatic Guaranteed savings re-invested due to frequency
  • Refund Billable Cost
  • Refund Media Cost
  • Refund Platform Fee
  • Audio Mutes (Video)
  • Audio Unmutes (Video)
  • Average Display Time
  • Average Interaction Time
  • Completion Rate (Audio)
  • Completion Rate (Video)
  • Counters
  • Exits
  • Expansions
  • First-Quartile Views (Video)
  • Midpoint Views (Video)
  • Third-Quartile Views (Video)
  • Complete Views (Video)
  • Fullscreens (Video)
  • Interactive Impressions
  • Pauses (Video)
  • Rich Media Engagements
  • Scrolls
  • Starts (Video)
  • Timers
  • Total Display Time
  • Total Interaction Time
  • TrueView: Views
  • Verifiable Impressions
Programmatic Advertising Definition - Advant Technology
Programmatic Advertising Definition – Advant Technology

Efficiency

By reducing the human friction points of buying and selling advertising efficiencies can be gained. Less paper shuffling and more action! We can gain efficiency beyond just automation though, with so much data to hand, being available in real time, campaigns can be optimised and machine learning applied in order to increase the ROI on your campaigns. Here at Advant Technology optimisation is our mantra, so we’re constantly assessing and analysing data to improve ROI for our clients.

Targeting

We’ve explored targeting in a bit more detail in this post, in short though, rather than the old spray and pray method of advertising, programmatic allows you to be ultra-targeted pinpointing only those most likely to buy your products or services. The many targeting parameters available within a DSP help you pick and choose from the billions of impressions available across the real-time bidding ecosystem.

Categories
Blog Programmatic

Machine Learning and AI in Programmatic

MACHINE LEARNING AND AI IN PROGRAMMATIC

Using Artificial Intelligence in Programmatic Advertising - Advant Technology - Word Cloud
Using Artificial Intelligence in Programmatic Advertising – Advant Technology – Word Cloud

Artificial Intelligence in Programmatic Advertising

Programmatic is the process of using software to buy digital advertising. Here at Advant Technology, we specialise in programmatic advertising across the real-time bidding ecosystem. Real-time bidding is the process of buying ads on an individual impression basis. The process of a publisher auctioning an impression from their website/app and a buyer buying the impression is near-instant.

Artificial Intelligence for Ads
Artificial Intelligence for Ads

At Advant Technology we’ve employed independent artificial intelligence specialists who build models using data available from our DSP platforms. These models which go beyond machine learning help to increase ROI by using bid modifiers picking and choosing the impressions that are deemed most valuable. All of this can, of course, be done by a human but AI speeds up this process further increasing efficiency and giving our clients a competitive and unique advantage. Typically, the variables that AI will use to make decisions comes from aggregated across the following areas:

  1. Geolocation data (country, region, city)
  2. Time partition data (hour of the day, day of the week)
  3. Size of creatives
  4. Data regarding Operation systems (Family, version, carrier)
  5. Data regarding the browser (browser id, browser language)
  6. Data regarding gender
  7. Data regarding the device (device type [computer, tablet, smartphone..], device model)
  8. Data regarding the placement (placement id, placement group, publisher id, seller id, domain, fold position, mobile app instance)
  9. Data regarding the supply type (browser web, mobile web, app web)
  10. Data regarding the viewability and the completion rate(predicted IAB Viewability Rate, Predicted IAB Video Viewability Rate, Predicted Video completion rate)
  11. Data regarding the segments (when segment are owned by the seat and their data is accessible through the LLD)
  12. Data regarding the frequency/recency of impressions  
Real-time bidding for programmatic advertising - Advant Technology
Real-time bidding for programmatic advertising – Advant Technology

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