So far, programmatic advertising has mainly been used for campaigns focused on performance and conversions – which makes sense since the inventory access cost is cheaper and the same goes for CPA.
Advertisers generally come to us with conversion goals for their campaigns. With approximately 2000 campaigns delivered annually, we started thinking if we could also generate brand awareness campaigns with programmatic, and if so, how?
That’s how we came up with 3 key factors for a successful brand awareness programmatic campaign.
First of all, formats. Most programmatic solutions are often limited to standard banners, mostly because DSPs only provide with this kind of ad-units. But if you want to make your mark, you need to differentiate yourself and move away from traditional formats and go for the ones that will have the most impact.
On our end, we decided to specialize in formats such as Skin, Video Billboard, Reveal, Mobile 360 in addition to Standard IAB. Other players in the industry focus more on in-content and native advertising, which is also very appealing for advertisers.
For maximum success on your brand awareness campaigns, you need to access a large inventory of premium websites.
For now it is still complicated to reserve programmatic inventory ahead of time, even though this option starts to be available on some DSPs. A solution to maximize your impact is to focus your ad delivery on white-listed websites which are relevant to your product and target. It also makes it easier to optimize the campaign by ad-placement, so you make sure to quickly put more emphasis the most performing placements.
Viewability is of course a key factor to the success of a brand awareness campaign, the main goal being to be seen.
So, it’s important to target ad placements with a high viewability rate, and then optimize accordingly.
However, viewability measurement is tricky, each DSP having its own measurement criteria. That means reporting will change from one platform to another. For example, some DSP would consider that the ad is viewed when only 33% of the banner is viewed for 1,5 second. Other might consider it viewed when 50% of the banner is seen for 2 seconds, etc.
Although the industry doesn’t support it now, we look forward to eventually see a model where advertisers will only be billed when their creative is viewed – but, for that to happen, the whole industry would need to agree on the same measurement system and viewability criteria.
For now, we decided to use two tracking systems to ensure the most precise measurement possible.
So, in short, a good awareness campaign needs: