MARKETING INTELLIGENCE FOR ADVERTISERS AND AGENCIES

Transcription

1 AdClarity MEDIA INTELLIGENCE MARKETING INTELLIGENCE FOR ADVERTISERS AND AGENCIES Alright buyers! I emphasized it over and over again in the previous post- the end of RMX is not the end for you. In fact, it could only be the beginning of a much stronger and more beautiful campaign strategy process. You may be able to find a new ad exchange, or, more likely, new ad networks, ad servers, SSPs, and DSPs that will capture your audience and help you reach more users. I m assuming that with the closing of RMX you may be dealing with a few trust issues due to lack of information and transparency. That s okay! It s understandable. But I m telling you that there is a way to overcome these challenges which is through Marketing Intelligence. Marketing Intelligence is the process of gathering all the world s online media data and presenting it in a useful and accessible manner to allow for better decision making. Now, I m going to show you exactly how you can use Marketing Intelligence to overcome your challenges, as an Advertiser or Agency, by using AdClarity, the leading Marketing Intelligence tool in the online advertising industry. In the next few examples, I will be using several different companies from different industries in order to show you the broad range of information that AdClarity has access to. 1

2 Challenge 1 Finding the relevant ad exchanges, ad networks, ad servers, DSPs, and SSPs which lead you back to your favorite publishers and other similar publishers who target your ideal audience. In this scenario, we are a company in the auto industry who was advertising on turbododge.com (a publisher that deals with the auto industry). Once RMX was shut down, we no longer had access to turbododge.com. What do I do now? By using AdClarity to discover which mediators (ad exchanges, ad servers, ad networks, SSPs, and DSPs) turbododge.com is working with, I am able to know who I need to be in contact with in order to advertise with them. 2

3 Additionally, I can assume that publishers in the same industry as turbododge.com are most likely to be using the same SSPs.Therefore, I should make sure that the ad exchange I am working with works with that specific SSP or that I m using the SSPs that are most relevant for me. AdClarity can also be used to figure out which DSP I should be working with. By using Marketing Intelligence to uncover which SSPs and ad exchanges a DSP is working with, I can see which DSPs have access to premium inventory and if other advertisers they are working with are in the same industry as me. 3

4 If I want to dig a little deeper into that last step, I can theoretically use AdClarity API to figure out the ad spend of my competitors and what inventory they re bidding for on a publisher I want to work with. In order to get the ad spend, I calculate all the publishers they are working with, how many impressions they bought from each publisher, and what the CPM is of each of these publisher s. Next, I can see what their statistical share is (out of all their campaigns and impressions) on a certain publisher and multiply that statistical share by their total ad spend, in order to see exactly how much they are spending with that specific publisher. Next, I can divide the ad spend for that specific publisher by the number of impressions they have with them, then multiply it by the CPM. This gives me a rough estimate of how much my competitor is paying for the premium inventory that I want. Now, I will know how much I need to increase my bid in order to outbid my competitor and win that premium spot. Although this is an estimate, it still gives me a ballpark of what my bid should look like. Challenge 2 Discovering which publishers yield the highest results In this scenario, we re an advertiser just like you! Let s say, we re in the travel industry this time. If I want to make sure I am targeting the publishers that show results, I can do so by seeing what my competitors and top leaders in the industry are doing. 4

5 I am looking at TripAdvisor as my industry leader/competitor of choice and I am gaining an overview of their online marketing strategy. Here, I can see which publishers they are working with. If I filter it according to highest share of voice, I will see which publishers they work with the most and are deemed to bring in the best results. The reason I can assume this is because TripAdvisor would most likely not be wasting such a huge amount of their budget on sites that they know are not working for them. I have pages and pages of successful publishers who are targeting the same audience as me. I can guarantee you that there are several on this list which I haven t even thought of or worked with. I can follow the same process as I did in challenge 1 and click on the mediators tab to see which mediators they are working with and gain access to them. 5

6 Challenge 3 Understand what your creatives should look like None of the above matters if you re not able to communicate to your audience. The way you communicate with your audience is through designing a creative that speaks, resonates, and interacts with your user. In order to get an idea of what kind of creatives you should be using, you should once again take a look to see what is working and what s not working within your industry. 3

7 This time I m in the financial industry and I really need to figure out what kind of call-to-action, design, and layout my creative needs to have. Easy! All I need to do is uncover American Express online advertising strategy to see which creatives are most successful for them and build off what works and what doesn t. You see, the thing with Marketing Intelligence is, is that it does most of the work for you. It lets you gain complete visibility and transparency into the ecosystem to understand what works and what doesn t. Your competitors have spent an exorbitant amount of money on trying to figure out what brings them the best results, so why not just reap off of their knowledge and work off their success while avoiding their failures? With the right Marketing Intelligence tool, you can virtually eliminate A/B testing, reduce your testing budget, increase ROI, and extend your reach by discovering new traffic sources. AdClarity MEDIA INTELLIGENCE This white paper was produced by AdClarity, the leading Marketing Intelligence tool in the online advertising industry.