Question mark heap on table concept for confusion, question or solution
By Teresa Blahnik Oct 25 2016 Blog

#3Ton30: Programmatic 201 Q&A

We received a lot of questions during our October 3T Programmatic 201 webinar. Because we like to keep these bite-sized presentations under 45 minutes, we were unable to answer them all. We’ve enlisted our fearless speaker, Teresa Blahnik, to answer them on our blog.

When running a programmatic display campaign on in-app and desktop, what is the average CPM goal broken out by each cost consideration (e.g. media costs, data costs, attribution costs, creative costs, etc.)?
It’s a challenge to provide an estimate, as cost will vary widely depending on many factors including creative sizes available, size of geo, seasonality, factors restricting inventory such as brand safety, audience size and more. When setting up your campaign in a DSP, your CPM could consist of the following charges depending on what you select, so keep these in mind when planning: media cost, brand safety, contextual segments and 3rd party audience segments. Of course, there are other costs that may need to be factored into your campaign that typically live outside of the DSP – such as 3rd party ad server cost, creative fees, attribution costs, etc.

What can you do after a campaign has started, and the client has not/cannot place the pixel for retargeting?
If placing a pixel on the client’s site is not an option and you need to incorporate some form of retargeting, one potential option is to utilize a click-capture feature. Enabling this will pool all users who have clicked on your ads into an audience which you can then use for a retargeting tactic.

Any plans on integrating a feature that enables advertisers to access and advertise on Smart TVs?
Some publishers have made connected TV inventory available through Private Marketplace (PMP) deals. Going directly to publishers who offer this to secure a deal ID is the best way to incorporate this into your programmatic buy.

Do you believe you can have an awareness objective while also having an objective for site visits?
It’s best to focus on optimizing toward a single campaign KPI relating back to your goal. One could argue that awareness and site visits may have a positive correlation, but as a best practice, always make your tactical planning and optimization decisions based on your single chosen KPI.

How does contextual work with custom keyword being used?
If you are not finding the right existing segment for your contextual tactic, some data providers do have the ability to create a custom segment. You simply need to provide a keyword list to that data partner and your custom segment will scan pages for matches on those keywords to ensure alignment. A common mistake in creating custom contextual segments is providing search terms such as “coffee shops near me.” Remember when creating a keyword list that you are looking for words that will appear on page someone is reading and not terms people are searching.

What makes retargeting more expensive than prospecting? Especially if you find them on similar sites?
With a prospecting tactic, your audience pool is very large and you are “skimming” to look for patterns of performance, using that information to create more targeted tactics where you will focus your budget. You are not necessarily looking for a high win rate with a prospecting tactic, so you do not need to bid aggressively. You don’t want to spend a lot on impressions you aren’t sure will perform yet. With retargeting, the pool of users you will target is much smaller and highly qualified. You will want to have a very high win rate because reaching this audience will nearly always deliver high results to your advertiser. For this reason, you will want to bid aggressively to ensure you are winning those impressions and reaching those people.

What does search targeting fall under in your DSP? Audience targeting I assume?
Correct. Datonics is a 3rd party data provider that offers search-keyword based audience segments.

In the old way, you set impression levels and CPM. How do you set an impression level with programmatic? You still need to have some idea of a budget and impression delivery, correct?
With a DSP buy, you will be working with a set budget and optimizing toward the results you need, whether that be conversions, clicks to the website, or serving a specific number of impressions. You can use an estimated clearing CPM based on the average of the tactics included in your plan to estimate the number of impressions you will serve with your budget if needed, but the overall focus of the optimization efforts should be on achieving the campaign goals.

What is a long tail site?
A long tail site is one that reaches a very specific audience, but tends not to get a lot of traffic because the content appeals to a smaller segment of people. For example, YouTube.com is a site with appeal to a very broad audience. On the other hand, Astronomy.com is not a site that most people can say they have visited, but it may provide a lot of value to an advertiser looking to reach astronomers.

What is typical cost per impression with video vs. banner ads?
Many factors can impact the price you need to bid in order to win inventory, including additional targeting layers, geo, time of year, etc. However, a rough estimate of what you can expect to pay for pre-roll is $12-$15 CPM. In banner video will likely clear closer to $3 CPM.