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What Programmatic Media Buyers Don’t Do (Well)

In the movie Shrek, Cameron Diaz plays Princess Fiona stowed away in a tower, who’s only chance of true love is to be rescued by a handsome Prince who can defeat the dragon.

Unbeknownst to the Princess, Shrek’s simply a hired gun.  So when she says to him, “this is our first meeting, should it not be a wonderful, romantic moment?”

Shrek simply says, “sorry lady, let’s go.”  He got what he needed (the Princess) and was on his way.

As it is with Programmatic media buyers & creative:  just grab the Princess (creative) and let’s get going.

Creative…is often the forgotten ingredient in media.

The best programmatic media buyers?  They’ll demand new sets and iterations of creative every 2-4 weeks.  The media cost doesn’t change, but the impact of media performance can be dramatically affected by creative.

And when Programmatic media buyers keep the same creative running forever, it’s the dumbest thing in the world.  They know it.  Like losing weight, there are always excuses:  not enough time, competing resources, too costly.  Uh huh.

But even the tiniest change can impact creative.  These two banners of our own look pretty much the same.  Same copy, same images.  The only difference:  color gradient.  What’s the impact?


 

The banner on the left received a 142% higher CTR in Programmatic retargeting, with only one change:  the creative got a little gradient treatment.

+142%

    

All the normal components of programmatic media (daypart, audience segments, frequency cap strategy, viewability, and attribution of all these) can have a huge impact on Programmatic media performance.  But a touch of the digital brush makes existing Programmatic media 142% more effective and makes buyers look like rockstars.

Rockstar Programmatic media buyers get past all the excuses just like succeeding at weight loss or strength building.  They demand new creative which can give their media a 142% boost and more.  Call it protein, creatine, legalized steroids.  Call it what you will, but smart Programmatic media buyers get new creative frequently.

Most Programmatic media buyers, however, grab the goods and get on their way.  A fool’s errand.

What About TV?

TV creative is even more arduous.  Editing time, new voice-overs, approvals, ISCI codes, trafficking, production, talent, and cost.  What a pain.

But the same is true in TV creative.  Slight changes can have huge impacts.  Progressive Auto Insurance is perhaps the best at keeping new creative flowing.  If that creative doesn’t work when measuring TV attribution, they have no hesitation to dump ads costing $300k after several days.

Crazy?  Not if you want results and ROI.

Even C3 Metrics advertises on TV, using our own TV attribution platform to optimize and measure.  We’ve made 14 different commercials in eight months, and haven’t stopped.  Here’s why:

In our last round of TV creative with a minor difference between spots, we saw a 210% difference in cost per lead.  By removing the poor creative, we increased the performance of our TV media 210% without having to pay a dime more for the media.  But it wouldn’t have happened if it wasn’t for our maniacal demand for new creative all the time.  It may drive traffickers crazy, but it makes our ROI crazy good.

210% Difference from Creative

  

In TV, no longer do we “watch” TV…we go back and forth between our Smartphone or tablet while the TV is on (especially at commercial break).  So now more than ever, to pull someone’s attention away from a mobile device during commercial break, TV creative has to be even more amazing.  Particularly with audio, because audio is the stimulus that pulls a consumer’s attention away from their mobile device. 

So whether you’re a Programmatic media buyer, a TV media buyer, or a CMO responsible for everything, you now know what rockstars do for unfair ROI advantage.  Order more creative, tweak more creative, add more creative.

Uno mas por favor (and keep ’em coming).

The Fast and the Furious Have a New Platform.

Speed is no longer something only sought after by Adrenaline Junkies. The business world now craves high speed. Whether its High speed data transfer, Immediate response times, Or something as simple as Microwaving Ravioli instead of cooking on the stove.

C3 Metrics realizes this, So we have the fastest Turn around possible. All data is Real time, with less then a 12 hour turn around. This means you always have up to date data when viewing the C3 Dashboard.

New and Effective Tactics

The best way to utilize this is for immediate information on new tactics. If a new Display Campaign is launched, Within 24 hours the client can see how effective this campaign is. This isn’t relating to if these ads got the user to commit to a sale quickly. Rather then Real-Time Viewability.

Immediate Results

The reason Real Time Viewability is so important is that you have immediate results. You no longer have to rely on Impressions sent/Served. Now you are shown Impressions Viewed. Which from a marketing standpoint is a priceless tool. Being able to have real time information on how well each creative is performing means the possibilities are endless.

How to effectively use this information?

Well that’s up to you and your team. And we will be here to help for the whole journey.

Jeb Bush = $35 Million Loser (TV Neophyte)

Jeb Bush has spent a lot of money on television advertisement campaigns. $35 million dollars, to be exact. He is the largest spender of TV campaigning, spending more than the rest of the GOP combined. You would think that, with the amount of money his campaign has thrown towards television, he would be growing in the polls, but here’s the reality:

He’s failing.

The most recent poll shows Bush at just 3%. Jeb Bush’s ad campaign is sinking at a titanic rate. None of his ads are affective. On top of that, the GOP front runner, Donald Trump, has spent just over $2 million dollars (which is a relatively easy feat when the news covers you every single day), but with the amount of money Jeb has put in, one question arose:

Does Jeb Bush have ANYONE who knows/cares about ROI on his TV?

$35 million dollars is a massive budget for any advertising campaign. It’s almost as if his campaign was aiming to be the next Draft Kings. (the exception being that Draft Kings has had an incredibly successful return). With Full Funnel Attribution, the Bush campaign (or any other political candidate) would be able to pinpoint where their advertisements are doing the best and which are doing the worst. The idea would be to pull the funding for their unsuccessful campaigns (measuring creative, daypart, day, message versioning, network/station with 21st century TV attribution) and with hard ROI data in hand, spend less on crappy ROI TV, and scale higher ROI TV.

But wait, there’s more (Jeb Bush could learn something from brutally focused ROI TV marketers with a dash of branding mixed in); if his numbers are not strong in, let’s say, Nevada, he could use our metrics to pinpoint his supporters/undecided voters and more accurately and successfully reach out to them. With our attribution model, candidates could learn and utilize these tools for measuring the success of their respected campaigns, instead of throwing money into a burning bush (pun intended). They could easily reach out to a stronger and more important range of citizens to help strengthen their cause and attract a larger percentage in the polls.

Do not lose $35 million dollars because you don’t know the statistics.

$35 million dollars is a lot of money to waste, and it looks like the financial backing of the Bush candidacy has taken aback. Nobody wants to feel like their commitment was all for nothing, and it appears that backers are realizing that too.

The same idea goes for any campaign.

If you want to achieve a full review of how your advertisements are doing, C3 Metrics is the best tool on the market for doing so. We provide Full Funnel Attribution in order to affectively measure you progress. Don’t do what the Bush campaign is doing. Rely on 21st century TV attribution statistics (our statistics) to better grow your company and achieve success with what you are showing consumers.

Mr. Bush: hope you learned your $35 million lesson.