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campaign optimization

Digital advertising

How to deliver brand promotion in Digital advertising using Gamification

538 310 Mayur Sonawane

In recent years the world has adapted to the change in the Advertising industry as its shifting towards the digital era.
Digital advertising plays a vital role in the expansion of a Brand or business. The whole deal is to market your brand correctly while utilising the swiftly developing digital platform.
Knowing the process is the trick of the test, out of the different options, one can either choose to make the ads very interactive or in the form of standard banners.
The mode of execution of the advertising strategy is an important factor for digital advertising.

Communication of a brand through a mobile is seemingly more effective as most generations now prefer to scroll over different topics of their interest, and it’s the handiest way to target a particular advertisement according to the users’ availability and convenience. In this way, the brand gets its awareness and the user is not forced to view an ad.
Most brands consider mobile as their main source of data/information gathering & sharing through various websites & apps.

We at Inuxu like to experiment with different strategies & techniques using our own resources and creating advertisements that create a major impact on a brand.
Keeping in mind the user has the thumb power to reject an unwanted ad, we spice up our creative advertisements to grip the user’s attention and create lasting engagement that satisfies the ‘brand awareness needs’.
In this blog, I am going to give you important insights on how to improve user interaction for a booming brand.

Nokia – http://demo.adgebra.in/adg_spark/nokia_snake_game.html

Gamification is the coolest way to attract audience towards a brand.
Building a game around a product/ brand is not as easy as you may think, you cannot lose your brand image to a mediocre game.
Every game is based on an Idea revolving around the USP (the unique selling point of the product/brand), it has to be entertaining as well as engaging. All you need to do is follow a simple rule “Keep it simple silly”. (KISS)
So let the fun begin!
Let’s create a mobile game!
Games are played for pure entertainment & enjoyment and thus there is no space for boredom.
– Make points on how you want to promote the brand/product, the targeted audience, what kind of offers/prize/price you want to highlight etc

Bingo – http://demo.adgebra.in/adg_spark/bingo_mad_angles_game.html

– Start working on a storyboard
The storyboard is the most important stage for crafting a design. Here you create a flow of direction for a brand/product, this clears the picture of a concept from the beginning to how it ends.
Make sure you frame the concept clearly, adding each of your key positions that you need in order to complete your game. Scribble on paper, Why paper? The more you visualise the more you will see what’s lacking and what’s not.
-Now that the storyboard is ready, start with designing.
Imagine an amazing painting hanging on a dull, dirty wall…. It will indeed ruin the essence of all the painting. In the same manner, a good bunch of characters can be ruined by a messy background. Your background has to be clear and appealing so that it can contrast the character or products. A good background is a key to emphasize your game or an ad. It will highlight your product or character with incredible entice.

Lays – http://demo.adgebra.in/adg_spark/lays_maxx.html

-Once the background is set, move to the character or products.
This is the core of the game. If you are using a character or a mascot, then the primary goal is to highlight the character to the audience.The character should be Mesmerizing as it will be the main source of interaction with the audience. For example, A talkative character will be fun & interactive with the audience thereby leading to the goal, that is advertising your brand or product. Make sure the character or product is sharp and not blunt, or the meaning can be lost.

-Moving to Typography.
‘A Pilot always drives his passengers to their desired destination with an accurate path’. In the same way, good typography can show a reader the path to read in the right direction.
Use a font that fits in your design and easily noticeable & readable as nobody likes to stress their eyes out figuring out the lettered mess. There is an ocean of the fonts available to enhance our design.

Munch – http://demo.adgebra.in/adg_spark/munch_nuts_puzzle.html

-At last the finishing of our game or design- ‘The reward’
Make sure the audience is getting awarded for their patience & subtly reward them with an offer/price/gift of the product intend to advertise.

Buggerking- http://demo.adgebra.in/adg_spark/burgerking_spin.html

Added throughout this blog are a few examples of the gamification mode, we created for different brand’s, Enjoy!
Don’t hesitate to broaden your creativity, as “Creativity takes courage”…

20-50-30

Controlled approach the next big thing in campaign planning and optimization

649 288 Apurv Lungade

31st July, 05:30pm – “An amount of Rs. xxxxxx has been credited to your salary account…”  the most awaited SMS of the month! But what happens next? A lot of us face a similar challenge of maintaining a balance between our earnings and spends/expenses. The major hurdle is lack of planning. This scenario can be also observed in the case of digital advertising spends.

55/5 rule of problem-solving suggests that often it is preferable to spend more time on identifying and properly framing the problem before trying to solve it. The proportion 55/5 comes from a quote attributed to Albert Einstein who supposedly said that if he had only one hour to save the world he would spend 55 minutes identifying and formulating the problem and only 5 minutes solving it. If we try to relate this to digital marketing industry, a media planner should spend more time in planning the campaign objectives rather than taking it LIVE in a hurry.

At the time of campaign planning and optimization, media planner should try and make different categories of campaigns based on goals that he receives from the client.
For example: Daily delivery goals: 10k to 1L impression, 1L to 5L impressions, 500 to 2000 clicks, 2000 to 5000 clicks; CTR goals: 0 to 0.1, 0.1 to 0.5. 0.5 to 1.0, 1 to 3 etc.
Once you have these categories in place, try to fit the campaign in respective category.

In digital advertising industry, media planners should try to follow 20-50-30 rule for efficient delivery of campaigns.
What does it mean? It means the total spend should be divided into 3 phases – 20%, 50% and 30%.20-50-30First phase – Experiment
The first phase “Experiment” is the most important aspect. The first 20% of the budget should be spent by tweaking the campaign attributes in such a way that it would meet the campaign goals. For example, if campaign goals are – daily delivery of 5L impressions and CTR min 0.5% then it is clear that the campaign need to be focused on large delivery and less on its performance. In order to achieve the goals by keeping maximum possible gross margin, one of the experiments I would perform on this campaign would be – target it on inexpensive site at high frequency.
In addition to that, in this phase – try to target the campaigns on all verticals (sites and segments/audiences) which seem relevant to the campaign.

Second phase – Blast
Analyse results which you got in first phase and choose best combination of campaign attributes which are likely to give best results in terms of RIO and campaign goals. Take this combination and extrapolate it making a blast. 50% of the budget should be spent in this phase. Monitor the performance of the campaign and make sure it is giving expected ROI.
How to calculate ROI? – in general terms, ROI = Revenue/expense but in digital advertising industry campaign performance is equally important. So here the ROI concept is – what is output of campaign performance (CTR/CR) when input is campaign different attributes. Example: There are two sites – S1 which is premium site and S2 is a normal site; when a campaign is targeted on these sites separately, and you notice that there is a minimal difference in CTR on these sites then ROI of serving campaign on S2 is more than serving it on S1.

Third phase – Retarget
Before moving to this phase, planner should plan in such a way that all the remaining backend goals are met in this stage. In order to make this happen, historical data acts as a treasure here. Say for example, you did and auto company campaign few months ago and you again receive a similar campaign but from a different client. Still the historical data of the previous campaign can be utilized as a learning material. This will help you in choosing the best remark audiences and also the ones that never performed earlier.
Slice and dice the historical data and make inferences out of it which will be used for optimizing the current campaigns site wise – category wise – impressions, clicks, CTR
Segment wise – counts

Conclusion:
Don’t spend the entire budget at once instead play safe by breaking your budget in these 3 phases and treat all the phase as a new campaign setting. Try not to mix earlier settings. Utilize the learnings from historical data wisely and effectively.

WILL THE REAL PROGRAMMATIC ADVERTISING PLEASE STAND UP?

Will the real Programmatic Advertising please stand up?

599 400 Rohit Bagad

Have you heard about Programmatic Advertising

‘Programmatic Advertising’, we all agree is the buzzword in the ad-tech space since last two years, but sadly the ambiguity about its role in digital marketing still exists. Recently, a lot of companies piggybacked this buzzword to make their presence felt in the market but without any value addition. Upon, exploration I discovered that most of them are just using ad exchanges to buy ad spots manually and mentioning it as programmatic buying. Now, this is not called ‘programmatic’.

So are we saying that transition from ‘Google AdWords’ to global ad exchanges (still manual) is programmatic advertising? Are we sure this is programmatic? In my opinion, companies involved in online media buying are not utilizing the full potential of programmatic advertising. There is more to it.

Let’s have a look at the above image, as per a study conducted by Forrester Association of National Advertisers, data reveals that as high as 29% of marketers’ state that “they have heard the term, but don’t know what it is. That’s an alarming piece of data. The factor leading to this ambiguity is the lack of basic knowledge about this subject among fellow CMO’s and marketers.

Undue pressure from brands to spend fixed share towards programmatic leave agencies in a fix. The common and easy way out employed by agencies is to outsource some percentage of media spends to trading desks and claim it under ‘programmatic spends’ without clearly knowing if the dollars are spent at the right place and using the right platform. Apart from the benefits of programmatic CMO’s and digital marketers, should also consider the limitations or concerns like transparency, click fraud, non-human traffic related to automated ad buying.

Let me explain this vicious cycle by giving an example:

Will the real Programmatic Advertising please stand up?

In this whole conversation, we see that there is a lack of understanding about this catchphrase. The responsibility to discern and share the best practices of  ‘programmatic advertising’ lies with all the stakeholders in this fraternity. Analyzing the data-driven aspect and to the find, the underlying value of the data points collected is very critical and integral part of programmatic advertising. I feel ‘programmatic advertising’ is a victim of identity crisis.

Will the real ‘Programmatic advertising’ please stand up?

If I may have to explain, (considering the Indian scenario), the general understanding about programmatic advertising is cost optimization which should not be the case. Taking effective real-time decisions using data points and delivering personalized campaigns in real time is the crux of programmatic advertising.

We need to ponder upon the real meaning of this talked about jargon.

The Bottom line:

Any digital campaign execution that has a holistic and data-driven approach derived from CRM and web analytics tools of brands and takes real time decision  for buying ad impressions via multiple global ad exchanges is what TRUE ‘Programmatic advertising’ means. In this whole process, it reduces human efforts and improves efficiency. The decision making  is taken by a machine which adjusts the pricing model and bids automatically to WIN the ad slot without any human intervention.

P.S. Just doing cost optimization is not programmatic advertising, Performance optimization using automated decisioning is ‘programmatic’.

For your programmatic advertising needs, connect with us here @ Inuxu