Smart Market: Vol. 6
Data-Driven Marketing, Demystified
Efficiency, Effectiveness, and Precision
Building Brands with Programmatic Advertising
Programmatic Gets Personal
For years, programmatic advertising has been
considered too robotic and impersonal to be an
effective brand-building tool.
But improved technologies and techniques are making it possible
for brand marketers to take advantage of programmatic’s reach
and efficiency without losing the personal touch that connects
brands with their customers. This edition of Smart Market
shows you how a well-planned and well-executed programmatic
campaign can help your brand reach a wider audience, without
losing the connections that set you apart.
4
How Programmatic Buys Build Brands
7
Deep Data Detection
11
Programmatic Measurement for Brands
14
The Practical Approach to Programmatic
16
The Big Finish
Smart Market: Vol. 6 | Efficiency, Effectiveness, and Precision
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Reach and frequency haven’t always equaled impact.
Until now.
Building your brand means influencing the
things your audience thinks about when
they think about you.
Effectively connecting your brand with your customers means
interacting with your audience naturally—having conversations
with them at the times and places they choose, on the topics
most relevant to them.
Pssst.
Traditionally, programmatic advertising has been considered
an effective tool for reaching large groups, but too blunt an
instrument for brand marketers. Effective brand building is a
conversation. And that requires a lighter, more personal touch.
Today’s programmatic advertising—let’s call it 2.0—delivers
the accuracy and precision needed to provide that personal
touch: Unprecedented control over platform and context,
incredibly accurate targeting, and of course, massive reach.
It’s like having the ability to talk to a specific
group of friends at a party, as opposed to
jumping on a table with a megaphone.
Smart Market: Vol. 6 | Efficiency, Effectiveness, and Precision
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How Programmatic Builds Brands
Get personal in unexpected ways.
HOW PROGRAMMATIC BUYS BUILD BRANDS
Programmatic Has Long Promised Brand Marketers
Reach, Frequency, and Impact
With the right approach and execution, today’s brand marketers find it’s ready to
deliver. Planning is key to any successful brand campaign—and the same thing goes
for programmatic brand advertising. By designing your campaign to reach your brand’s
most coveted prospects, you can ensure that your campaign will achieve its goals.
REACH
Programmatic’s breadth gives you the power to reach a wider audience, more
efficiently. It’s also a good way to reinforce brand loyalty among your current
audience, and introduce yourself to untapped markets via channels and websites
you may not have used in the past.
As some consumers migrate entirely to digital media—ahem, millennials!—
there are audiences that traditional media no longer cover.
Increasing your reach can get your message in front of prospects your current
media mix may be missing.
Smart Market: Vol. 6 | Efficiency, Effectiveness, and Precision
Think of your
brand as a
dinner party:
The best ones
always have
an eclectic mix
of people on
the guest list.
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HOW PROGRAMMATIC BUYS BUILD BRANDS
FREQUENCY
Programmatic now gives you the ability to fine-tune your campaign’s frequency to
specific audiences, so you’re able to meet customers on their terms, without the risk
of under- or oversaturation. You can also adjust frequency by time of day and medium,
delivering a display ad to a consumer’s laptop in the morning, an in-app ad later in the day
on her phone, and another ad in her Facebook feed as she scans her tablet in the evening.
When it comes to
programmatic,
brand building is like
dieting: It’s all about
portion control.
A large food manufacturer recently found that its customers are more responsive to two
or three exposures to brand advertising than they are to higher or lower frequencies.
IMPACT
Programmatic data
turns brand builders
into expert hosts. You
always know exactly
what to serve your
guests and when.
Brand engagement, affinity, and loyalty are based on how a customer
views your brand—fundamentally, your customer has to trust you.
Well-planned, well-executed programmatic doesn’t just shove an ad
in front of your customer, but employs context and control to help you
engage in ways that are better than just non-intrusive—they’re actually
helpful, allowing you to establish and maintain trust.
Today’s programmatic options can make it cost-effective for a brand to
engage with a single customer across different platforms in engaging,
customized ways.
Smart Market: Vol. 6 | Efficiency, Effectiveness, and Precision
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Deep Data Detection
Uncover customer insights. Then start a conversation.
DEEP DATA DETECTION
The first rule of branding?
Know your audience. Today,
that’s easier than ever.
The programmatic marketplace opens the
door to a wide range of data solutions that can
help you understand your audience before a
campaign, and analyze its response to your
brand afterward.
If you already take a data-driven approach to brand
marketing, you know how to leverage data in a way that will
help you connect with your customers. (If you don’t, you’re
about to find out.) Programmatic gives you access to a whole
new world of data from third parties ready to customize
solutions that meet your audience-development needs. And
when we say audience, we don’t mean women 18 to 34. We
mean the unique audience segments that matter most to your
business: the people most likely to respond to the unique
message at the heart of your brand.
Smart Market: Vol. 6 | Efficiency, Effectiveness, and Precision
FOCUSED ON PRIVACY?
Top-tier programmatic organizations work with third-party
partners to remove all personally identifiable information
(PII) about customers f rom first-party data. All customers are
assigned a unique identifier so marketers can follow them
along their brand journey while respecting their privacy and
the privacy laws unique to their respective country or region.
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DEEP DATA DETECTION
Knowledge Is Power
Here are a few ways programmatic data can help you reach your
ideal audience and strengthen your brand:
Demographic:
Traditional targeting, based on (for instance) age, gender,
income, and ethnicity
Behavioral (BT):
Based on a consumer’s historical web-browsing behavior,
marital status, number of children, etc.
Contextual:
Serves your brand ad units alongside relevant content (and
avoids non-relevant content), meeting your audience in their
areas of interest
Day-Parting:
Allows targeting based on your customers’ work and life
routines (e.g., by serving your coffee brand’s ads first thing in
the morning)
Geotargeting:
Reach consumers in a particular geographic area; allows
dynamic display of local product inventories, for instance
Viewability:
Based on the percentage of an ad unit that is actually viewable
to the end-user. (The industry standard is 50%.)
Purchase-Based (PBT):
Based on offline purchase history; can be used to establish
trends and pursue conquests (e.g., people who bought your
competitor brand’s shoes might be interested in yours)
Retargeting:
Based on a customer’s prior interaction with your site or brand;
useful for reinforcing your brand messaging to your audience
or driving awareness
Site:
Based on the type or theme of a site publisher
Private Marketplace (PMP):
Enables access to high-impact inventory at negotiated rates
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DEEP DATA DETECTION
TURN CASE STUDY
Customer Data + Programmatic = All-Terrain Brand Performance
On a quest to know what made their drivers’ pulses quicken, a major German automaker enlisted
Turn to determine who scoped out the sedan vs. who craved the crossover.
CRM data was gathered from loyal customers and compared against third-party customer loyalty data to develop the clearest possible
portrait of the brand’s perfect customer. Some findings were intuitive, but not all. Unsurprisingly, the automaker found that sedan
drivers were younger, while families tended to buy the bigger car. But research always unearths surprises. This time was no different.
First, the automaker found their
SUV owners were far more
likely to own skis. Which
meant the creative—and the
media supporting it—needed a
decidedly wintery edge.
More interestingly, the research found
that sedan owners were more likely
to use Android™ phones by a multiple
of 3 to 1. The marketing team had been
touting iPhone® compatibility in all of its
campaigns—now they knew their
message had been falling flat a
whopping 75 percent of the time.
Smart Market: Vol. 6 | Efficiency, Effectiveness, and Precision
The creative team moved
quickly to rework its
messaging around
Bluetooth®—rather than
iPhone®—integration,
while the flexibility of
programmatic allowed the
automaker to deal with
changing conditions on the fly.
Well-executed
programmatic marketing
provides granular insight that helps brands
course-correct instantly and keep pace with
their customers.
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Programmatic Measurement for Brands
Measure. Learn. Repeat.
PROGRAMMATIC MEASUREMENT FOR BRANDS
Measure, Learn, and Adapt on the Fly
Digital advertising offers a different set of metrics for marketers to measure, one that gives brand builders a whole new set of tools to
use—even mid-campaign. Take a look at the data programmatic puts at your disposal:
Brand Metric
What It Does in Programmatic
REACH
Delivers post-campaign insight into where your audience is now. If it skews toward a particular age,
gender, and/or income, consider creating new segments to increase reach.
GROSS RATING POINT (GRP)
Benchmarks video against (or in tandem with) television.
NIELSEN DIGITAL AD RATING (DAR)*
Used to verify that media runs in-market aligns with your desired audience, e.g., ensures the “18- to
35-year-old women” you intended to reach are actually 18- to 35-year-old women.
BRAND LIFT
Assesses shifts in customer awareness and perception of a brand, often via customer survey.
VIEWABILITY: PRE- & POST-BID
Measures viewability before and after ad impressions are served. “Pre-bid” helps ensure a higher
portion of viewable ads, while “post-bid” confirms that ads served were, in fact, viewable.
COST PER COMPLETED VIEW (CPCV)
The video-specific complement to GRPs as a measurement of campaign success.
CLOSED-LOOP STUDIES
Provides a view of the entire customer life cycle, from first brand interaction to final purchase,
whether in-store or online.
* Formerly known as Online Campaign Rating (OCR), and comScore validated Campaign Essentials® (vCE)
Smart Market: Vol. 6 | Efficiency, Effectiveness, and Precision
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PROGRAMMATIC MEASUREMENT FOR BRANDS
Beyond the Box: How Programmatic Video Measures Up to TV
More and more consumers in every demographic are watching video online, which
means every brand campaign has something to gain from well-executed programmatic
deployment in this space. Here are a few ground rules for putting programmatic video to
work for your brand:
Take a page from the
television playbook.
Measure, optimize,
and repeat.
Put your brand where
your audience is.
Geography and lifestyle
targeting are just as
important on video as they
are on TV. As audiences move
seamlessly from laptop to
smartphone to tablet, meet
them where they are. Do your
customers stream video on
their desktops during the day,
and mobile devices at night?
A thoughtful programmatic
strategy takes an intelligent
approach to day-parting and
strengthens your brand 24/7.
Audience planning is
important, but it’s not enough
on its own. Programmatic
marketing gives you the
opportunity to measure
results mid-flight and
optimize on the fly. See a
top-performing placement?
Add resources. Something
not working? Pull the plug.
Working with your DSP helps
you stay on top of what’s
working, what isn’t, and
what’s next.
Choose the high-impact
publishers you know
your audiences trust,
and secure guaranteed
placement on their sites.
Private marketplace (PMP)
deals get you in the door
at pre-negotiated rates for
prominent placement.
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The Practical Approach to Programmatic
Set your goals, manage your media mix, and take advantage of opportunities.
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THE PRACTICAL APPROACH TO PROGRAMMATIC.
Ten Steps to Programmatic Success
01.Keep your eye on the prize.
02.ID your key brand audience segments.
Which brand metrics are you looking to impact?
Who matters most to your brand?
Decide where you want to go before asking “are we there yet?”
Develop a detailed picture of your target.
03.Check out your competition.
04.Begin thinking about what’s next for your brand marketing.
How do they address your ideal customers?
What three things would you change about your brand?
Knowing the competition lets you capitalize on their weak spots.
You may find you’re able to tackle them sooner rather than later.
05.Establish your priorities.
06.Paint a picture of the digital win.
What is your top brand objective—reach, frequency, or impact?
How does your brand define success?
Structure and adjust your media budget according to priorities.
Digital success looks much different than in the offline world.
07.Dig into data collection.
08.Power your advertising with first-party data.
Where is customer data collected and how is that intelligence used?
Can you integrate CRM or website data for look-alike modeling?
This insight can uncover ways to enhance your strategy.
Put first-party data to work; it’s the most valuable asset you own.
09.Leverage your trusted data partners.
10.Don’t be a pest.
Augment your first-party data with data from third-party providers.
How frequently should you re-engage customers?
Rounding out your customer view helps build relevant conversations.
Use first-party data to find the right balance.
Smart Market: Vol. 6 | Efficiency, Effectiveness, and Precision
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The Big Finish
Efficient. Effective. And personalized at any scale.
Smart Market: Vol. 6 | Efficiency, Effectiveness, and Precision
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PROGRAMMATIC BUILDS BETTER BRANDS
Programmatic Is Ready
for Primetime
For years, programmatic advertising has
been considered too blunt an instrument to
be an effective brand-building tool. After all,
databases are lousy conversationalists. They
come on too strong. At the wrong time. Or in
the wrong place.
It’s a small wonder brand marketers have traditionally turned
their noses up at programmatic. But times are changing.
Today’s programmatic offerings are technologically advanced
enough to allow savvy marketers to monitor and measure
campaign performance in real time, see what’s working and
what isn’t, and adjust both media and creative on the fly.
Brands engage consumers in conversations. Modern
programmatic advertising is the most efficient, effective,
human way for brand marketers to keep conversation flowing.
Smart Market: Vol. 6 | Efficiency, Effectiveness, and Precision
Four Ways Programmatic Can
Power Your Brand
Programmatic advertising is meant to be low-maintenance.
But brand campaigns get better results by responding to
changing market conditions.
1
2
Blast
Tone
Generate a spike in
awareness before your
next direct response
(DR) campaign.
Prime your desired
audience by highlighting
key brand attributes
and advantages.
3
4
Tweak
Maintain
Sharpen your
brand’s appeal to
gain new advantage
over competitors.
Keep your brand top
of mind as your customers’
needs and habits
change over time.
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About Turn
Turn delivers real-time insights that transform the way leading media agencies
and enterprises make marketing decisions. Our Digital Hub for Marketers enables
anonymous audience planning, data centralization, cross-device advertising, and
advanced analytics, along with point-and-click access to more than 150 integrated
technology partners. Turn is headquartered in Silicon Valley and provides its
products and services worldwide.
Visit www.turn.com
@turnplatform
Turn
Turn Inc.
For more information:
Americas
Quynh Cline
quynh.cline@turn.com
+1.650.362.6891
Europe
Helen Miall
helen.miall@turn.com
+44.20.7255.5665
Asia-Pacific
Rita Vannithone
rita.vannithone@turn.com
+852.6087.4576
For press inquiries:
Leslie Lee
leslie.lee@turn.com
+1.646.213.9734
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Smart Market: Vol. 6 | Efficiency, Effectiveness, and Precision
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