Ad Ops Capabilities

Media Capabilities

Search

Adaptive Bidding

Cannibalization Studies

Query / Keyword Mining

Thematic Search Campaigns

SEO / ASO

Technical SEO

Comprehensive SEO Site Review

Link Building & Off Page

ASO, Youtube SEO

 

 

Programmatic Display

Transparency

2+ Google Published Case Study

3+ Google Certified Experts

 

 

Social

FB, IG, Twitter, LinkedIn, Pinterest & Snapchat

Access to Audience Bucket, Industry partnerships

Reach & Frequency Campaigns

Evolution of Online Media Buying

Programmatic marketing uses real time systems, rules and algorithms to automate the delivery of data driven, targeted and relevant experiences to consumers as they interact with a brand’s many touch points.”

Traditionally

Direct advertising buys bought in bulk

Today

Programmatic buying in real time targeted to specific audience

What is Programmatic

Widespread targeting’s available

Access to greater pool of publishers

Increased audience reach

Greater efficiencies and more control

Wide Range of creative formats

Faster Reaction Times

Data Consolidation

Programmatic Advertising Overview

Automated Match of the Bid & Target Profile

Programmatic vs. GDN

Programmatic

GDN

Three Pillars of Programmatic Display

Prospecting

Prospecting targets new users

We are able to use content (category, site, keyword, device) and audience (1st & 3rd Party Data) to reach relevant users

Different verticals will have different strategies – the purchase consideration time frame acts as a good basis to identify which user’s should be blocked from this activity i.e. retail vs charity clients

User’s who interact with our prospecting ads and site, trickle down the strategy funnel and fall into one of our remarketing buckets.

The larger the scale and reach of the prospecting activity, the larger our overall remarketing audience lists become thus impacting the rest of the campaign.

Remarketing

Targeting existing users: Audiences are bucketed into stages of conversion intent from page visitors to abandoned baskets..

All page visitors – no product engagement

Remarketing (low intent) All page visits remarketing list through DCM or GA360

Product view

Product Remarketing Floodlight Pixel “Product page visit
product name/code, price, page

Added to bag

Dynamic remarketing – higher bids.
Same Product page visit floodlight overlaid with Added to bag floodlight

Sale

Conversions (high intent)
Plus basket details; revenue, product category, price, ID etc.

 

The higher the intent the more aggressive the retargeting plan becomes – shorter time frames and higher bids are all strategies we use.

Creative

Type of Programmatic Campaigns

Media Approach

Audience Behavior Studies

Genre Preferences

Analyzed genre wise viewing time for ALT wherein we found that, 8-10pm and 1-4am saw more consumption of content that was sexual in nature. Also, 55% ALT subscribers preferred watching ALT series while travelling.

Probablistic Buying Pattern

Analyzed the audience purchase behavior using Market Basket Analysis to understand what customers frequenctly buy together by generating association rules. It helps understand the likelihood of customer buying product B given that they have purchased product A

Markov User Journey

Markov Chain Model was used to draw probabilities of a user moving from one state to another in a funnel. The model helped define conversion probabilities for user following a particular path. These insights can be leveraged to retarget the users at particular events to enchance conversions

Retention Category

Audience retention rate analysis was performed at the category creative level to understand what product category propels the customers towards conversion and thus retains them. This analysis helped in determining the product promotions to elevate the loyal consumer base

Cross Buying Pattern

The product purchase data paved way to analyse the shopping behavior of customers when exposed with certain product ads. The data points led to the findings that there exist a cross buying pattern where often the audiences entring the platform via a particular end up buying different product than the SKU promoted

Capturing The Right Mood

Analyzed the creative engagement timestamp of audience through day of week & hour of day analysis. The findinds led to curation of weekday vs weekend communication. While there was a more formal communication for weekdays, weekend communication highlighted leisure mood of our audiences. This experiment gave us 2x better conversion than regular campaigns

Programmatic-Tech and Tools

Ad Server

Ad Verification

DSPs

Media Buying

Other Tools

IMPACT Measurement on GMP