Advertisers around the world are familiar with the AIDA framework or the marketing funnel, the four stages a consumer goes through before making a purchase: attention/awareness, interest, desire, and action.
It is well known that consumers must first learn about a product or brand, then look at its benefits, then develop a positive attitude towards the product or brand, and finally search before taking action and purchasing the product. In simple terms, the funnel looks like this:
- Perception/Perception: I felt.
- Interest: I like
- desire: I want
- Action: I buy it
Advertising campaigns are planned around these KPIs: ads designed to increase brand awareness and affinity on top of the phone, and ads designed to drive consumer response.
For too long, programmatic has been associated with bottom-of-the-funnel metrics that are considered performance drivers. But things are changing.
Advertisers are embracing programmatic advertising to invest in their brand as high-quality media enters the programmatic space. PubMatic hired Forrester to conduct a study in APAC on how media buyers use programmatic mobile apps to promote their brands. And as a natural evolution of linear TV, OTT and CTV are already attracting significant production costs.
The latest programmatic bid packages help ease this transition. Bid packages give media buyers easy access to programmatic inventory and audiences that help them meet campaign-specific KPIs. Offer packages combine open market programmatic inventory linked to discount IDs with specific parameters for easy activation. You can evaluate the performance of the inventory or how visitors access that inventory.
Aside from the phone, campaigns tend to gravitate towards video – video is an established format for branding purposes. For advertisers running outreach campaigns, it's important to ensure your ad is seen and gets maximum exposure, so a display-optimized bid package is ideal. The higher the exposure, the higher the percentage of ads. High-visibility bundle deals are optimized to include inventory that meets and exceeds 70%, 80%, and 90% visibility thresholds.
When running an engagement campaign, advertisers need viewers to engage with their ads, so a bid package that offers a high video completion rate is preferable. The higher the completion rate, the higher the percentage of viewers who stay active until the end of the ad and get to see the full story the ad has to tell. Remember that these ads are designed to make users think "like" after seeing them. The best video auction closing price packages are optimized to offer closing prices of 70%, 80%, 90% and more. Video reward auction packages are another useful tool in this regard: a reward video format that encourages the viewer to complete the ad in exchange for something like more lives or another reward in the game environment.
Your audience can become a "I want this" segment that makes the most sense for your brand or product. This way, advertisers running on-demand campaigns can target a specific target group. Once again, bid packages offer a solution: audience data can be layered at the top of the list to ensure that the campaign is targeted at the audience most likely to find it useful. And on the sales side, closer to the visitor, visitor data can be more valuable because there are fewer hops in the ecosystem.
At the lower end of the spectrum, video can still be an effective medium, but that's where visualization comes into play. High-impact campaigns require a visitor to take an action, ideally clicking an ad to make a purchase, learn more about a product, or visit the advertiser's website. Therefore, bundled deals can provide advertisers with a higher click-through rate. Like high-viewability, high-rate packages, high-click-rate-optimized bid packages contain elements that meet and exceed certain thresholds, allowing advertisers to attract a higher percentage of visitors who take the desired action.
The next time you're looking for an effective and efficient way to hit a broad campaign KPI, think programmatically because there's an offering package for it.
PubMatic offers a variety of up-to-date, always-on sale packages designed to help media buyers exceed their campaign KPIs, including Top Views, Top Video Completion, Awarded Video, Impressions/Viewers, and Top CPC.
Visit our auction store to find out which package is best for you.
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