Trader Diaries: Wifed-Up Trading Strategist

October 21, 2019 in Blog

Age: 25
Title: Trading Strategist
Employer Type: Media Company
Years of Programmatic Trading Experience: 3

6:25 a.m.: It’s not easy to get out of bed. As a Trader you’re constantly thinking of your duties, whether it’s a campaign that won’t perform or a new project that you’ve been assigned. You think about these things so much that they could even affect your sleep schedule.

7:10 a.m.: I leave for work and head for the train station to take a train and a bus to work.

9 a.m.: From the time I wake up, I’m answering emails/pings, so by the time I get into the office I’m up to speed on what the morning will bring me in terms of “fire drills” and important campaigns to focus on. Once I get into the office, I look into a campaign my Sales team was emailing me about earlier that wasn’t serving correctly, and had to put out that “fire.”

10:30 a.m.: I’m helping a Campaign Manager with their campaign. It doesn’t seem to be delivering, so we’re taking a deep dive into the platform setup and looking into what could be hindering scale. This takes some time because every ad order is different with different targeting and a different set up. This also means collaboration with other departments to find the issue and solution. All the while, Sales is constantly checking in asking for an update. Ahh!

Lunchtime: Unfortunately, like most days, I didn’t have time for lunch! As a result, I starved through the day and was looking forward to going to dinner with my wife when I eventually got home.

3 p.m.: A handful of Campaign Managers are using a new process workflow I created that speeds up campaign builds by at least 24 hours. I’m walking them through how to use it efficiently and how to use it on their own. This is a new product I’ve been working on for months, so to see it finally roll out is very exciting!

4:45 p.m.: I leave for the bus at the same time every day, or else I miss my train home (this can be difficult when where’s a lot of work to do!). Sometimes I take my laptop with me on the bus and train to continue my work.

7 p.m.: My wife and I check out a brand new Cajun seafood place that opened up near us for dinner. As I go over my day, I always see her eyes glaze over because I’m talking in acronyms like “CTR” and “IO” while speaking code like “Impressions” and “Flights.” You definitely have to be in the industry to fully understand it.

9:30 p.m.: I do a last check of emails and pings before going to bed, making sure nothing urgent needs to be looked at. The internet never sleeps so never shall I!

11 p.m.: I’m starting to fall asleep … and dream about my campaigns.

Trader Diaries: Hungry Agency Media Planner/Buyer

October 21, 2019 in Blog

Age: 27
Title: Media Planner/Buyer
Employer Type: Agency
Years of Programmatic Trading Experience: 3

5:15 a.m.: My alarm goes off and I hit snooze four times — 36 minutes of planned exercise time down the drain. After showering, picking an outfit and packing lunch, I head to the office. Mentally, I’m determining which of yesterday’s unfinished to-do items should be atop of today’s list — check on a newly enabled medical programmatic campaign, diagnose a placement issue in DoubleClick campaign manager, determine what a reasonable cost-per-lead is on LinkedIn, work out after work since I snoozed through the morning.

8:45 a.m.: I left for work later than I should have (technically the work day begins at 8:30!), and I arrived by modern day horseback: a Ford Mustang. Parked the pony, jetted up the steps to my cube.

9 a.m.: The first thing I do once I get to work is take a deep breath then open my inbox. Inside, there are questions about tagging/implementation, and programmatic campaign setup. I give advice on what to include in a custom audience and how to properly tag HTML 5 creative.

10:30 a.m.: I’m comparing digital CPMs and CPCs for automotive campaigns. I’m always looking for the most impressions for the fewest dollars — clients, however, are fine with investing in high-dollar conversions. Buying a place instead of a face cost us over $100 per thousand impressions! The benefit of programmatic buying is that you can buy an audience, and never have to guess what sites or apps they use.

Noon: I brought leftovers for lunch, reheated my food and ate at my desk. The pot roast wasn’t the only thing I was chewing on — I was mulling over how to convince a client that there is no need to spend over $100 CPM when a similar video placement could have a CPM less than $10. My food got cold before I could eat it all. I was interrupted with a handful of “Can you pop over for a second?”’s.

3 p.m.: I’m on a client status call. We discuss programmatic market and creative rotation for their current campaign.

4 p.m.: My teammates and I discussed which fast food sandwich gif would generate the most engagement. Should we include a GIF showing a bite out of a crispy piece of chicken, or should we include the pouring of a creamy milkshake?

6 p.m.: I leave work and go to my traditional Tuesday at Buffalo Wild Wings. I missed my workout, too!

9:30 p.m. I quickly glance at my inbox and binge watch a few episodes of Younger on demand. It’s fantastic — hard to believe it’s a TV Land original.

11:12 p.m.: Time to get to sleep!

Case Study: How CBD Advertisers Can Drive Six Figures of Additional Sales

October 12, 2019 in Blog

candy-brand

Despite the proliferation of CBD products, advertising them remains a challenge. However, CBD advertisers can learn a lot from those in consumer packaged goods (CPG), especially the ways in which CPG advertisers leverage targeting and measurement tactics. With Adelphic, CBD advertisers now have the capability to identify current CBD purchasers or those who are open to purchasing CBD products in the future.

The below success story from a top candy brand that partnered with us demonstrates how CBD advertisers can drive hundreds of thousands of dollars in additional sales.

OBJECTIVE:  A top candy brand sought to generate in-store sales of their product by running a cross-device video campaign.

APPROACH: Adelphic’s parent company Viant measured in-store sales against three different targeting strategies: demographic targeting (ages 18-34); contextual targeting of lifestyle sites; and behavioral targeting. Through one of Viant’s direct and deterministic integrations, the candy brand was able to behaviorally target both loyal brand buyers and general chocolate buyers.

Leveraging purchase data metrics, Viant matched the campaign’s targeted identities to generate custom daily sales reports, which allowed the candy brand to granularly analyze and optimize throughout the campaign to drive higher in-store sales based on total offline product sales and total household trips.

RESULTS: In a five-week campaign, $673,000 in total in-store sales over 184,600 trips were attributed to Viant’s advertising efforts.

Behavioral targeting of loyal candy brand buyers and general chocolate buyers proved to be the key driver, accounting for 69% of sales and trips despite the lowest media spend and fewest impressions. In fact, behavioral targeting outperformed contextual and demographic targeting by a 2:1 ratio.

While this case study involves a large candy maker, CBD brands that are newer to the advertising market can learn a lot – if they know where to look. Check out our other CBD resources to learn more about how to reach the right audiences.

Advertising During the Emmys is Worth it – if You’re One of These Brands

September 17, 2019 in Blog

Between 2014 and 2018, the total audience for the Emmy Awards fell by 35%, with ratings in the coveted 18-49 age group falling by 43%. And yet, advertisers still flock to the annual celebration of television, which leads to an important question: Considering those staggering declines in viewership, is it really worth it to spend your advertising budget on the Emmys?

For three brands returning in 2019, that answer is likely a resounding yes.

Leveraging the Viant Advertising Cloud, Viant’s people-based platform that consists of more than 250 million registered users, we determined three Emmys advertisers who will reach the right audiences during the Sept. 22 awards show, broadcast on FOX this year.

Audi

The luxury German car brand is the official automotive partner of this year’s Emmys, a title that comes with chauffeuring celebrities and nominees right onto the red carpet. Fortunately for Audi, the partnership figures to be a smart decision, as Emmys viewers are more likely to buy three of its models:

  • Q3: Emmys viewers are 17% more likely to be behind the wheel of this AWD crossover
  • A4: Viewers of the Emmys broadcast are 18% more likely to buy this four- or five-door compact
  • A3: Emmys viewers are 8% more likely to own this upscale hatchback

L’Oreal Paris

The international beauty brand is back as an advertiser for its seventh year, despite Emmys viewership ratings declines. While there might be fewer eyes on the show, it remains a strong opportunity for L’Oreal to reach the right audience, as Emmys viewers are 40% more likely to purchase the brand’s products. Three of L’Oreal’s offerings are particular favorites of Emmys viewers:

  • Foundation: Emmys fans are 59% more likely to purchase foundations from L’Oreal’s collection, including Infallible and True Match
  • Moisturizer: Viewers of the show are 57% more likely to use L’Oreal moisturizers like Hydra-Renewal, Age Perfect and Revitalift.
  • Eye Shadow and Liner: L’Oreal eye makeup is a favorite among Emmys viewers, who are 36% more likely to buy the brand’s shadow and liner collections.

United Airlines

United is the Emmys’ official air carrier for a remarkable 20th year in a row. The airline shuttles the Emmy statuettes from Chicago to L.A. annually and extends its advertising efforts by inviting United travelers to pose for photos at the arrival gate with the awards. Their efforts are likely worth it, despite decreasing viewership. Here’s why:

  • Domestic: Emmys viewers are 73% more likely to have flown United in the U.S. in the last 12 months
  • International: Emmys viewers are 37% more likely to have flown United overseas over the past three years

 There are no indications that declines in Emmys viewership will cease anytime soon – but that doesn’t mean advertisers should automatically skip the show. For certain brands, the Emmys still provide a strong opportunity to connect with their ideal audiences.

*The above information is based off of the Viant IMP Indexing Formula, which calculates matched profiles and data providers.

Advanced TV Encyclopedia

September 9, 2019 in Blog

If you find yourself struggling to keep up with the many new terms and acronyms of TV advertising, you’re not alone! Another new medium to add to the mix, advanced TV advertising and all the ad tech that is required to reach your audiences is complex – and so is its related vocabulary.

To help, we’ve compiled the top terms you need to know when exploring today’s TV advertising landscape.

Advanced TV: Any television content that has evolved beyond traditional linear TV delivery models. An umbrella term, Advanced TV is inclusive of Interactive TV (iTV), Connected TV (CTV), Smart TV and Linear Addressable as well as VOD Addressable.

AVOD: Short for “advertisement-based video on demand,” AVOD refers to streaming video-on-demand services that are supported by advertising (e.g., Hulu, Crackle, XUMO).

CTV: Short for “Connected TV,” a CTV is a TV set that is connected to the internet via OTT devices, Blu-Ray players, a streaming box or stick or gaming console, or has built-in internet capabilities and is able to access a variety of long- and short-form web-based content.

Cord Cutters: TV viewers who had traditional cable or satellite subscriptions within the past five years before ceasing those subscriptions in favor of streaming services like Netflix or Hulu.

Cord Nevers: TV viewers who have not had a traditional cable or satellite subscription within the past five years.

Cord Shavers: TV viewers who reduce their cable or satellite subscriptions in order to add streaming services.

 Linear Addressable: The addressable ad inserted into live programming. For example, DirecTV, Dish and Cablevision’s inventory is all linear addressable.

OTT: Short for “over the top,” OTT content is video content transported over an internet connection via a connected device like a CTV or Start TV from a video provider to a connected device.

MVPDs: Short for “multichannel video programming distributor,” MVPDs are services that provide multiple television channels, like cable or satellite TV services including Comcast, DirecTV, DISH, etc.

VOD: Short for “video on demand,” VOD is content that is controlled, enabled and consumed whenever a viewer wants after its official release date or original air date and time. VOD content can be found on set top boxes, OTT devices, mobile web, mobile apps and streaming services.

VOD Addressable: An addressable ad inserted into cable programs within the VOD content accessible through a cable provider set top box (e.g., Comcast’s addressable inventory is VOD addressable).

vMVPDs: A “virtual” MVPD that distributes live and on-demand content via the internet for a subscription fee. These services are comprised of many apps, often called “skinny bundles” – for example, Hulu with Live, Sling TV, etc.

Beach Bums Have Distinct TV Preferences

July 30, 2019 in Blog

Plenty can be said about people who vacation at the beach – they love to relax, crave warm weather and enjoy spending time in the sun.

But what about when they’re burnt out from the sun and need to rest up and recharge inside? As it turns out, fans of the beach are just as likely to be found camped out in front of the TV as other Americans. Their TV show preferences, however, differ.

Leveraging the Viant Advertising Cloud, Viant’s people-based platform that consists of more than 250 million registered users, we uncovered some TV viewing habits of people most likely to be found spending their hard-earned time off at the beach.

Chill Out on the Beach, Heat Up on Screen

Beach vacationers might like to relax on the sand, but when it comes to TV viewing, they love the suspense of a good competition. As such, many beach goers consider some of the biggest events in sports to be must-see TV. They’re 42% more likely to watch the NBA Finals than those who vacation elsewhere, as well as 32% more likely to watch the NHL playoffs and 27% more likely to catch the World Series.

That penchant for a good rivalry extends to awards shows, too. People who like the beach are 62% more likely to watch the Oscars, 45% more likely to watch the Golden Globes and 34% more likely to root for their favorite musicians at the Grammy’s.

Back to Reality

Perhaps it’s the dream of an exotic beach-front home that attracts beach goers to reality TV focused on real estate. They’re twice as likely to watch House Hunters International as those who don’t like the beach. They’re also 65% more likely to watch Fixer Upper and 64% more likely to tune in to the original version of House Hunters.

It’s not just real estate reality programming the piques beach goers’ interest. They’re into reality TV competitions as well and are 88% more likely to watch Shark Tank and 57% more likely to watch The Voice.

Pay the Price

Beach goers will spend their money on ocean views as well as premium television. They’re twice as likely as the general public to pay for premium channels HBO and Showtime.

As far as their favorite shows on those networks, Billions leads the way – beach goers are 24% more likely to watch the New York-based drama than people who vacation elsewhere. They’re also into humor, as they’re 18% more likely to watch HBO’s Silicon Valley and 13% more likely to watch dark comedy Barry.

*The above information is based off of the Viant IMP Indexing Formula, which calculates matched profiles and data providers.

4 Things to Know Before Including DOOH In Your Marketing Mix

July 24, 2019 in Blog

Technically speaking, digital out-of-home (DOOH) refers to any digital advertising found in a public location – a screen outside of home. It’s a reimagining of the classic advertising experience, through captivating creatives and streamlined ad delivery. And today, DOOH advertising has grown from just roadside billboards to screens in elevators, on taxi cabs, in airports and plenty more.

But what, exactly, does that mean for marketers?

According to MediaPost, the DOOH market is on track to grow to more than $26 billion by 2023, a trend justified by the medium’s reach and engagement. On top of that, thanks to programmatic technology, marketers can personalize their DOOH advertising to location, time of day, weather and traffic conditions, as well as leverage targeting and measurement capabilities.

To many marketers, however, DOOH remains a novel concept. And as with any new technology, it comes with many benefits, but also a learning curve. Questions like the following abound:

What’s the difference between digital and traditional out-of-home?

What types of DOOH inventory are available?

What should you look for in a DSP when focused on DOOH?

How can marketers access the best DOOH inventory?

Attracting audiences and driving brand awareness in high-traffic locations has never been easier for marketers – with the right tools and understanding. To learn the answers to the above questions and more, and garner the knowledge needed to get started with DOOH, download Introduction to Digital-Out-of-Home now.