How to avoid 5 common mistakes in programmatic marketing
Written by Giacomo Cestari
8th January, 2018
Programmatic marketing is changing all the time as social platforms change and better software is developed. We outline the most common mistakes, so you can focus on developing a winning campaign.
1. Expecting platforms to do wonders for you with minimum involvement from you
As a programmatic marketer you should be expecting to evaluate and optimize your campaigns on an ongoing basis in order for them to reach their full potential.
Automation and algorithms can’t do it all. You are far more effective at reviewing audience, creative and channel metrics than any system will be. That’s why it’s important that you optimise your campaigns and maximise performance through testing and optimisation.
2. Just staying within the ‘duopoly’ of Facebook and Google
It’s true that Facebook and Google together account for the lion’s share of the display ads market.
However, it’s important that you look beyond this duopoly to find opportunities in your display strategy. Many of the innovations and much of the new activity in this market occurs outside of Facebook and Google.
By staying on top of the latest developments and offerings, you may discover platforms or solutions that haven’t yet been adopted by your competitors.
Remember, everyone else’s starting point is Facebook and Google. And it should be yours too. But by looking beyond them, you may well unearth first-mover and competitive advantages.
3. Using only a single creative or avoiding dynamic creatives
Programmatic advertising helps you deliver highly targeted ads to the most relevant audience and helps you maximize your ROI. Limiting yourself to a single creative takes away some of the advantages and trying to find the perfect ad straightaway is stressful and unrealistic.
Running different versions of your ad at the same time will enable you to compare them and help you see which one performs best with which audience. Programmatic tracks each version and the response it receives, and then identifies which ads are performing best so it’s easy to pick the best one and polish it over time.
4. Using just one DSP or SSP in your stack
On the buy side you need to use more than one Demand Side Platform because all DSPs offer different value sets so it is important to use a range, compare them and see which ones add the most value to your campaign.
On the sell side, publishers should be using more than one Sell Side Platform now that header bidding has been introduced. Header bidding is a way for publishers to side step any inefficiencies that keep websites from finding the best prices for their ad space.
It’s an auction that publishers run outside of their main ad server to enable advertisers to select impressions at the highest priority.
It’s important to use more than one SSP now because this gives the opportunity to make Google AdX work harder to win the inventory in the bid which then naturally increases the yield.
5. Not investing in the latest beta products coming out of your partner platforms
It is important that you test out new platforms and products that are released as this will help you to stay ahead of the game. For example, an SSP called Index Media Exchange were unheard of 1 year ago, now they are very well known because they don’t charge the buy side a fee.
If you were testing new products you would have heard about these guys early, tested them out and made your decision, keeping ahead of your competition.
It’s a similar principle to point 2 where we encouraged you to look outside of Facebook and Google. One of the keys to success in digital is to be open to new ideas and to keep testing.