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Getting Started with Programmatic Advertising

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Programmatic advertising has had a constant presence across the paid media space for over a decade. However, it still isn’t widely adopted by managers or businesses because there continues to be a disconnect between what it is, how to get started, and what happens after deciding to dive into programmatic advertising.

Today, I want to help you jump start your programmatic journey. There are a lot of resources out there to help, but I’ve narrowed it down to make it easy for you. So, there are 3 key tools and resources you need to get started:

  • A Programmatic Definition
  • 4 questions to ask before getting started with programmatic
  • 3 resources that will guide your next programmatic steps

Programmatic Defined

To get a baseline, we need to have a rough outline of what we are defining as programmatic advertising:

Programmatic Advertising is a system that automates the processes involved with buying and dynamically placing ads on websites, smart TVs, and apps. Programmatic advertising makes it possible to purchase ads, including targeted messaging in real-time.

Definitions are great, but only to get the ball rolling. The next step is to start asking questions to figure out if programmatic is the right next step for you.

Top 4 Questions to Ask

There are a few questions that you can ask yourself or the brand(s) you work with to give you a roadmap to getting started. These same questions can also be turned to ask a potential vendor if they might fit your needs, but we will discuss that in the resources section.

Here are what I consider to be the top questions to ask:

What is my budget?

  • Make sure you have enough budget or can get extra budget to start a new platform like programmatic. Some vendors require spend minimums or contract lengths. Also, budget can determine data significance; so, can you get enough data out of your budget to make the campaign worthwhile.

Do I value full funnel?

  • If you are not currently looking at any sort of full-funnel approach and only looking at last touch or some sort of direct correlation, you may need to reconsider how you look at indirect value, as programmatic is usually a higher-funnel option that can help produce more results down the funnel, but does not always create instant returns.

Do I have outside data that I can use to inform my targeting?

  • Having CRM data, persona insights, and other helpful data can help inform the system to build up better results.

Have a large or very specific product offering?

  • If you have a lot of products or need to target different specific personas, programmatic can be used to drill down to micro-personas and target the exact customer type that matches with that product. Then, show hyper-relevant ads based on the product and persona.

If you are able to answer yes to one, some, or all of these questions, then naturally, Programmatic might be a great next step to test out. But, before you do, there are still some questions to be answered and guides to explore, that will help you navigate the world of programmatic.

Programmatic Resources

We have written several great guides and posts that will help you determine exactly how to use programmatic.

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Choosing a Vendor

Now that we’ve answered our own checklist of questions to determine if Programmatic is the right strategy, we then need to choose a programmatic vendor. The guide below delivers a checklist to help evaluate partners and find the right solution for your needs.

How to Choose a Programmatic Vendor

Taking Programmatic to the next level

So, now you’ve found a vendor, started a campaign and want more. Don’t fear,

“Here are 5 tips that will help increase the quality of your overall strategy and improve efficiency.”

5 Tips to take Programmatic Advertising to the Next Level

The Full Guide

There’s always more to learn and having a comprehensive guide can make it even better. Here’s the definitive programmatic guide for PPC Managers. This guide will walk you through 6 areas to give you the knowledge to get started with Programmatic.

  • A full programmatic definition
  • Why Programmatic is different than typical display
  • Tips for Testing
  • Issues in Programmatic
  • What’s next in Programmatic

Get The Definitive Programmatic Guide for PPC Managers

Final thoughts

Programmatic is really part of the next wave in the industry that will continue to grow and adapt. Not only in display, but other areas as well. We are already seeing expansion into audio, video and tv, and even billboards. Also, now with the continued expansion of attribution modeling, the touchpoints are becoming easier to understand and optimize for results.

I highly encourage you to read the above resources and start your programmatic journey.

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Post updated by Bryan Gaynor (prior post date: 5/31/18)

PPChero.com

MARKETING

PGA TOUR transforms fan experience, analytics and customer feedback

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PGA TOUR transforms fan experience, analytics and customer feedback

This week, the PGA TOUR announced a partnership with experience management (XM) technology company Qualtrics to begin a multiyear transformation of fan experience across all touchpoints for tour events.

The PGA TOUR will use Qualtrics’ XM, which includes Qualtric Social Connect and Qualtrics Customer and Employee XM products, to draw insights from how fans engage with digital platforms at tournaments and determine ways to improve the experience. This, in turn, will help meet the goal of cultivating new fans, as well, according to Travis Trembath, vice president fan engagement for PGA TOUR.

Improving the fan’s journey. “There are several stages in a tournament attendee’s journey, each which can make or break someone’s overall experience — from parking, to food and beverage, to restrooms and venue sight lines,” said Trembath. “Our goal is to improve all aspects to provide fans a best-in-class experience from start to finish.”

The journey also includes different levels of engagement through digital experience (DX) touchpoints. For instance, some fans use the PGA TOUR app while on-the-go to check scores and tournament news. Other fans want a more engaged DX that complements a tour telecast on a second screen. And there are also fans who seek out stats and other content relating to fantasy sports and betting.

“The partnership with Qualtrics will enable us to gain a deeper understanding of fan preferences across all of these channels and allow us to begin to optimize the experience on our existing platforms for different types of fans that consume the tour in different ways,” Trembath said.

Read next: What is a digital experience platform or DXP?

Feedback front and center. What will fuel the transformation? Feedback from fans. The tour already sends surveys to ticket buyers and a fan panel following an event. They also use social media listening tools. PGA TOUR will use the XM products to build out holistic fan profiles to make the feedback, and eventual improvements, more comprehensive.

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“One potential outcome of getting closer to our fans is that we may very well uncover new ways to engage fans that we had not previously contemplated or implemented,” said Trembath.

For current touchpoints, insights from customer preferences will inform the kind of content this is produced and distributed on digital channels.

“We understand our fans are looking for more immersive on and offline experiences; they want more behind-the-scenes access and content from our world-class athletes,” Trembath explained. “Qualtrics XM products will allow us to dig deeper and use a more systematic approach to learning about our fans’ preferences and experiences, and enable us to connect the dots to build more holistic profiles of our fans’ behaviors across multiple touchpoints.”

Read next: How to tackle the challenges of running successful hybrid events

Implementing Qualtrics XM. “The initial rollout will be focused on identifying macro insights that can be used to improve the overall experience for fans around the world,” said Trembath.

As a phase two, PGA TOUR will integrate fan preferences into their first-party fan database, resulting in more personalized experiences.

“The Qualtrics platform will be complementary to our Adobe digital marketing products and AWS data and analytics tools, enhancing our overall capabilities when it comes to learning and engaging our fans,” Trembath said.

Timeline for rollout. Some Qualtrics XM elements will be deployed this fall, including collecting feedback from websites, apps and social media.

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Real-time feedback through the Qualtrics XM platform will be incorporated into some tournaments in Q1 2023. The tour will use insights to make improvements to experience on-the-fly. Additionally, post-event feedback will be used to improve experience at specific annual tournaments the following year.

“As we uncover opportunities to improve the fan experience, we will act on them immediately,” said Trembath.


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Why we care. Golf tournaments have many of the same touchpoints as stadium sports, even if the golf course is a more open, outdoor venue. You have parking, ticketing, concessions and, of course, the game itself. With a lot of downtime between swings there’s also more opportunity for fans to consume content on a mobile device. So there is definitely a need to make sure that the experience is first rate. And who is a better authority on how to improve the experience than the fans themselves?

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Golf fans who also play the game have seen more technology at many high-end courses, so it’s reasonable to assume that they expect the experience at tournaments to continue to improve.


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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