業界トレンド

Eliminating Waste: How Programmatic Identifies Your Audience

May 31, 2016
著者:Sean D’Arcy – トレーディング・ディレクター

Raise your hand if you aren’t even reading this because you’re already satisfying your childhood nostalgia by looking for Waldo. If you haven’t already, take a moment to try and find our favorite hidden character.

Find him?

The process you went through to locate Waldo is exactly how programmatic buying finds your audience. Programmatic is about eliminating waste to make your campaign more efficient and effective. As we scan to find a guy with red stripes, glasses and a winter cap, we eliminate people who do not match his iconic description, and move on.

The same goes for programmatic. Before a campaign even starts, buyers typically have a few general audiences in mind, as targets. Once a campaign is launched, programmatic buying enables us to learn more about the users who engage with our ads and remove those who aren’t showing interest. These insights about our audience inform our campaign strategy by allowing us to narrow our scope and optimize on the users who are most important to our advertiser in real time.

それでもオーディエンスについて学ぼうとする中で、最適化によって時間とお金は使い尽くされてしまいます。想像してみてください。上記のショッピングモールを歩いて、各キャラクターと握手し、彼らがウォーリーであるか確認するために1ドルを手渡します。このようにして学習予算は機能します。典型的なキャンペーンでは、予算や資金移動の75~80 %が広告に興味を持っことのないユーザーに費やされ、体系的にこれらのユーザーを排除しているのです。

Enter: campaign pre-optimization. By placing a pixel on an advertiser’s website, we can gather learnings on what traits are common amongst their audience that may be rare amongst the internet. In the Waldo example, this is like looking only for people wearing a red and white striped shirt. By utilizing the information that we can gather from a pixel fire, we can narrow the scope of a campaign and eliminate the wasted time and budget spent trying to learn what is going to work for an advertiser.

Now when we look for Waldo, we are an informed player in the game. We know who Waldo is and what identifies him. Every time someone takes an action digitally, we learn more about the user. We’re aware of their behaviors, we know what browsers and devices they use, we have a sense of what time they make purchases and we can see what sites they’ve been to. We know all of this information before we ever even buy an ad. Through programmatic, audience insights can ensure that your budget is spent targeting an audience that is likely to take action. Armed with a precise and strategic media plan, programmatic may help us eliminate “learn budgets” from our lexicon entirely.

  

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