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DEMYSTIFY DIGITAL PROGRAMMATIC POWERED BY From the Digital Experts: An essential bite-size guide to the acronyms and underpinning of modern digital advertising.

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Page 1: Demystify - Programmatic - Print · DEMYSTIFY DIGITAL: DECODING THE TERM S At Crunch we get this, so to assist your clients weʼve put together this useful digital decoder to demystify

DEMYSTIFY D IG ITALPROGRAMMATIC

P O W E R E D B Y

From the Digital Experts: An essential bite-size guide to theacronyms and underpinning of modern digital advertising.

Page 2: Demystify - Programmatic - Print · DEMYSTIFY DIGITAL: DECODING THE TERM S At Crunch we get this, so to assist your clients weʼve put together this useful digital decoder to demystify

1 - Demystify2 - We demystify digital3 - The Programmatic Cycle4 - Internet has broken tradition5 - Why invest in Programmatic?6 - Sell Programmatically7 - Behavioural targeting8 - How to contextual target9 - How to re-target10 - Holistic ‒ the togetherness!11 - Demystify Digital: Decoding the terms

CONTENTS

DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC

Page 3: Demystify - Programmatic - Print · DEMYSTIFY DIGITAL: DECODING THE TERM S At Crunch we get this, so to assist your clients weʼve put together this useful digital decoder to demystify

We continuously support our ad-agency clients, and are forever looking for new innovative ways to do that.

One way is through our Demystify Digital guides. This guide is part of a collection, which supports your client through the ins and outs of digital advertising. This edition is all about Programmatic Media Advertising.

DEMYSTIFY

DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC

1.

Page 4: Demystify - Programmatic - Print · DEMYSTIFY DIGITAL: DECODING THE TERM S At Crunch we get this, so to assist your clients weʼve put together this useful digital decoder to demystify

Pioneering Programmatic.

Crunch Simply Digital exists to make their clientsʼ businesses flourish through digital media.

Crunch specifically deals with digital advertising for education and recruitment. People marketing is different. People are not products, and Crunch get that.

2.WE DEMYSTIFYDIGITAL

DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC

Page 5: Demystify - Programmatic - Print · DEMYSTIFY DIGITAL: DECODING THE TERM S At Crunch we get this, so to assist your clients weʼve put together this useful digital decoder to demystify

Billions of media buying decisions made in milliseconds drive unparalleled efficiencies from your budget.

1. Crunch inputs the targeting profiles

2. We move on to scanning the entire market place

3. Our Digital Consultants identify target content or users

THE PROGRAMMATIC CYCLE4. We then bid against

competitors for the space

5. Once we have bought the space we can serve the ad

6. Our in-house experts then analyse the response

7. And make adjustments to refine the targeting profiles

DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC

3.

Page 6: Demystify - Programmatic - Print · DEMYSTIFY DIGITAL: DECODING THE TERM S At Crunch we get this, so to assist your clients weʼve put together this useful digital decoder to demystify

• People flutter around the web - but not for long

• Media noise on phones

• Lots of switching

• Multiple devices per person

• Smaller Screens

DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC

“BY THE TIME YOUʼVE PICKED UP YOUR PHONE TO A MEDIA REP - TOO LATE, THE AUDIENCE HAS SHIFTED”

- CRUNCH

INTERNET HAS BROKEN TRADITION

4.

DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC

Page 7: Demystify - Programmatic - Print · DEMYSTIFY DIGITAL: DECODING THE TERM S At Crunch we get this, so to assist your clients weʼve put together this useful digital decoder to demystify

Top 5 Reasons

1. Reach new candidates and engage with the passive quality markets.

2. Spend budget efficiently and maximise ROI.

3. Generate more information, better data and more accountability.

4. Be more innovative in the media approach.

5. Tell an impactful brand story.

WHY INVEST IN PROGRAMMATIC?

DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC

5.

Page 8: Demystify - Programmatic - Print · DEMYSTIFY DIGITAL: DECODING THE TERM S At Crunch we get this, so to assist your clients weʼve put together this useful digital decoder to demystify

How will Programmatic benefit your recruitment campaign?

There are three main areas we focus on when using programmatic:

1. Behavioural targeting

2. Contextual targeting

3. Retargeting

RECRUITPROGRAMMATICALLY

DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC

6.

Page 9: Demystify - Programmatic - Print · DEMYSTIFY DIGITAL: DECODING THE TERM S At Crunch we get this, so to assist your clients weʼve put together this useful digital decoder to demystify

Each internet device has a unique ID and internet usage pattern.

If you searched for a job, looked at a job site, read job related content in the past 30 days we can target you with Behavioural Banners.

BEHAVIOURALTARGETING

6.

DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC

7.

Page 10: Demystify - Programmatic - Print · DEMYSTIFY DIGITAL: DECODING THE TERM S At Crunch we get this, so to assist your clients weʼve put together this useful digital decoder to demystify

By targeting specific key words we are able to place banners in context.

For example, if an IT consultant is reading the latest news on networking, we can target them and serve them relevant ad banners.

HOW TOCONTEXTUAL TARGET

DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC

8.

Page 11: Demystify - Programmatic - Print · DEMYSTIFY DIGITAL: DECODING THE TERM S At Crunch we get this, so to assist your clients weʼve put together this useful digital decoder to demystify

Re-targeting put simply is cookie-based technology that uses code to anonymously track users. Through this we can serve adverts to users who have previously visited your site/landing page.

For example, we can tell if a person has been looking at a Marketing Executive role on one of the job boards. If that person does not apply for the role we can retarget them with the job advert until they apply.

HOW TO RE-TARGET

DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC

9.

Page 12: Demystify - Programmatic - Print · DEMYSTIFY DIGITAL: DECODING THE TERM S At Crunch we get this, so to assist your clients weʼve put together this useful digital decoder to demystify

Step 1Our technology connects with the largest

media providers in the world

Step 2Each impression is bid separately according

to the assigned value

Step 3Predictive models and algorithms analyse each impression, assigning a value based

on the campaign goal

Step 4The results optimise in real-time ensuring

tight control over cost and the best campaign ROI

HOLISTIC – THE TOGETHERNESS!

DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC

10.

Page 13: Demystify - Programmatic - Print · DEMYSTIFY DIGITAL: DECODING THE TERM S At Crunch we get this, so to assist your clients weʼve put together this useful digital decoder to demystify

ʻEvery trade and profession has a language of its own. Whether you call them power words, marketing spiel or buzzwords, the whole meaning is long-winded and often confusing.

When it comes to digital, often you need to decode the terms to understand the data grit.

TermAd Rank A value thatʼs based on a combination of your bid amount,

Quality Score and the expected impact from your ad extensions. Your Ad Rank determines your ad position

Behavioural Targeting past browsing behaviours

Clicks The amount of times your ad is clicked on

Contextual Targeting

Information on the contents of the webpage that a user is viewing upon ad call, usually used for ad targeting. For example, if the user is viewing a newspaper article about travel, an airline may wish to display on that page

Conversions A conversion is when someone applies for something or

Conversion Pixelad, registering, making a purchase, or completing another action. Advertisers can place conversion pixels on a landing page, registration page, checkout pages, or elsewhere to track conversions

Conversion Rate Conversion rate tells you how often, on average, an interaction leads to a conversion. This is calculated by: Total conversions/total clicks or interactions

Converted Clicks The total amount of converted clicks

DEMYSTIFY DIGITAL: DECODING THE TERMSAt Crunch we get this, so to assist your clients weʼve put together this useful digital decoder to demystify digital.

Subscribe to our e-newsletter to receive future editions of our Demystify Digital series.ʼ

DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC

11.

Page 14: Demystify - Programmatic - Print · DEMYSTIFY DIGITAL: DECODING THE TERM S At Crunch we get this, so to assist your clients weʼve put together this useful digital decoder to demystify

Cookiebrowser and then sent back unchanged by the client each time it accesses that server. HTTP cookies are used for authenticating, session tracking, and storing information

habits. Advertisers often use cookies to track the number and frequency of advertisements that have been shown.

Cost Per Conversion

The average cost per conversion is how much you have paid on average per conversion. IT is calculated by: Cost/total conversions

CPA Cost per action/acquisition. A payment model in which advertisers pay for every action, such as a sale or registration, completed as a result of a visitor clicking on their advertisement. Note that an “acquisition” is the same as a “conversion”

CPC Cost Per Click is the average amount that a clicks costs. This is calculated by: Total Cost/Clicks

CPM Cost Per 1000 Impressions is the average amount you have been charged for 1,000 impressions

Creative The actual graphical advertisement itself. Common creative formats include GIF, JPEG, JavaScript, HTML, and Flash

CTR Click Through Rate is the rate at which your ad is clicked as a percentage. This is calculated by: Clicks/impressions

Frequency The act of limiting, or “capping” how often a particular creative can be served to a user. For example, an advertiser might use frequency capping to ensure that an ad could be shown to the same user no more than three times per 24 hours

DEMYSTIFY DIGITAL: DECODING THE TERMSGoogle Display Network

Includes a collection of sites that partner with Google, and Google sites such as YouTube and Gmail

Google Search Network

Includes a collection of sites that display Google search results including Google Search, Images, Maps, Shopping, Groups, and sites that partner with Google as search partners

Impressions The amount of times your ad is seen

In-banner Video In-banner video is a type of creative played in a standard banner rather than in a video player. Any banner placement may accommodate an in-banner video creative, if allowed by the publisher

In-stream Video In-stream video is a type of creative played in video players on Web pages. This creative type uses VAST XML to ensure proper rendering in players and are shown before, in the middle of, or after other video content

Interactive Advertising Bureau (IAB)

An online ad industry association focused on the growth of the interactive advertising marketplace whose stated goal is to educate “marketers, agencies, media companies and the wider business community about the value of interactive advertising”. Read more at the IABʼs website

Programmatic Buying

Buying through automated means, for example, by setting up a campaign in a real time bidding exchange or other automated system

Reach The number of unique user IDs that can be reached by online advertising

DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC

Page 15: Demystify - Programmatic - Print · DEMYSTIFY DIGITAL: DECODING THE TERM S At Crunch we get this, so to assist your clients weʼve put together this useful digital decoder to demystify

DEMYSTIFY DIGITAL: DECODING THE TERMSRetargeting Targeting users who have performed an action in the past,

who may therefore be more likely to perform the same or a similar task in the future. For example, an advertiser might wish to put a segment pixel on their website and then target users who have visited the website in the past because they are more likely to make a purchase

Rich Media Rich media refers generally to media that has non-standard characteristics such as: Larger than ~40k, out-of-banner (OOB) behaviour, features like “post to Facebook,” plays video within a banner, or in-creative metrics collection. Expandable creatives are examples of rich media creatives

ROIwhen money is invested. ROI can also be an idiom for

ad trading and business in general

A/B Split Testing A method used to determine the best ad. By showing multiple ads over a course of time, split testing helps determine which combination of ad headlines, ad text,

View Through Conversion

A View through conversion is when someone has seen your ad but then converted via an alternative route. For example, someone sees your ad on the display network but then decides to search for the product or service on the search network

UTM Tags A UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name. This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to you

Open Rate The rate in which email ads are opened. This is calculated by: emails delivered/opens

Bounce Rate The percentage of visitors to a particular website who navigate away from the site after viewing only one page

Dwell Time Dwell time is the actual length of time that a visitor spends on a page before returning to the search engine results page

Google Analytics Google Analytics is a freemium web analytics service

Ad Serving Ad serving describes the technology and service that places advertisements on web sites

Conversion Rate Optimisation

Conversion rate optimisation is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage

Optimisation The process in which campaigns are adjusted to help them perform better

Multivariate Testing

Multivariate testing is a technique for testing a hypothesis

multivariate testing is to determine which combination of variations performs the best out of all of the possible combinations

Control The original page in an A/B split test or multi-variant test

DEMYSTIFY DIGITAL EPISODE PROGRAMMATIC

Page 16: Demystify - Programmatic - Print · DEMYSTIFY DIGITAL: DECODING THE TERM S At Crunch we get this, so to assist your clients weʼve put together this useful digital decoder to demystify

From the Digital Recruitment Experts: An essential bite-size guideto the acronyms and underpinning of modern digital advertising.

P O W E R E D B Y

D E M Y S T I F Y D I G I T A LPROGRAMMATIC

Stay in touch: crunchsimplydigital.com