Programmatic Marketing Analysis: Weekdays & Times

The timing of the advertisements is crucial for a successful conclusion.The programmatic marketing tool independently measures and analyzes all delivered impressions (ad impressions) and automatically creates individual profiles per unique user. The algorithm of the programmatic tool thus understands cause and effect. It can independently divide the impressions into prospecting (acquisition/recruitment) and re-targeting (reminder/deepening of interest). And over time, it recognizes where and how many impressions need to be shown to which user in order to be able to close a deal later. I deliberately use the term "later" because we know from programmatic marketing analysis that there is an incubation period (user decision-making process) and how long this takes to close a deal. This varies greatly depending on the product, industry and offer. These are sometimes fundamental findings of an online campaign with a performance goal. Where, when, how much and with whom do I need to sow in order to be able to harvest later? When analyzing the days of the week and times, it's all about when and how much.Dynamic time targeting per unique user for maximum efficiencyYou can book time targeting for individual and fixed placements with publishers. However, these are practically always based on your own assumptions, which hardly ever match actual user behavior and are almost never based on analyses and their interpretation. Programmatic marketing can provide a remedy and a solid basis for this with the "Weekday & Time Analysis", which currently provides the most precise information about which advertising pressure is most efficient on which day and at which time in order to generate sales and conversions online. These values can be used as indicators to adjust manual time targeting for traditional individual placements. And even provide information on when a TV or radio ad supporting the online campaign should be placed in order to achieve the best campaign performance. Despite the high precision of programmatic marketing, these are indicators, i.e. points of reference. This is because programmatic automatically optimizes delivery to the individual unique user. The analysis is therefore "merely" a summary of all values and therefore an average value. But at least it is far more and more intelligent than we have had at our disposal in terms of interpretation options in marketing over the last 20 years. Agencies and advertising clients who already work with such analyses increase the overall performance of their campaigns measurably and significantly.Simplification in the context of programmatic marketing is very tempting but usually wrongProgrammatic marketing also uses RTB (real-time bidding). It is therefore possible that the tool delivers a lot of unqualified advertising pressure at 2 p.m., because at very favourable conditions, in order to then use re-targeting in the evening, a day later or at the weekend to display the final impressions required for the conclusion to the right user at much more expensive prices - a fact that has so far been ignored by all Swiss publishers in their pricing because they are apparently not yet able to organize dynamic pricing. Perhaps they don't want this politically because they are still afraid of it. Either way, this is still somewhat annoying and a hindrance at the moment to being able to exploit the full range of programmatic, but the current possibilities are already a rocket on their own. This will continue to develop significantly in the coming years, back to the topic of "Analysis of weekdays & times". One should always be careful in the interpretation of programmatic marketing, which truly hides a huge potential. Simplifications are tempting, but practically always very dangerous because they are wrong and can only be derived, if at all, with a lot of experience from specialists who do nothing else on a daily basis. This is simply due to the fact that the success of a campaign does not depend on just one or a few factors, but on a variety of factors such as offer, CTA call-to-action and copy platform, seasonality, uniqueness or interchangeability of the campaign and product (does the user want it?)- Budget, advertising pressure (a good programmatic campaign starts from at least CHF 10K/mt. budget)- Overall media mix (is convergence TV-online, print-online, outdoor-online etc. used?)- Conversion process (despite best practice and the year 2016, one of the biggest budget killers)- etc. There are many more aspects to mention hereMedia mix and media break influence the results of weekdays & timesDepending on the campaign, product, industry etc. and whether and in what form there is a media mix with the convergent media mentioned above as an example, the picture of the analysis can look completely different. Media breaks due to multi-device use by users can also be very different depending on the campaign and product. This will have a much greater impact on a campaign with an app download as the target than a more easily measurable conversion from a "normal" online form or download.Notes as a reminder of the difficulty of such a campaign:- Apps are offered in stores such as Google Play (Android) or App Store (iPhone/iPad) - Tracking in app stores cannot be installed at all or not across devices - Apps are downloaded on mobile or tablet, but important contacts are mainly on desktop - Media break in tracking desktop/mobile/tablet cannot be technically solved 100 %The result is a relative falsification of the data, which must be taken into account in the analysis and its interpretation by taking other factors into account and can be resolved by appropriate experience. In such cases, you cannot simply accept and interpret such data 1:1 without relativizing it accordingly.Comparison of programmatic campaigns only reveals differences and anomaliesIt is very difficult for individual advertisers to draw the right conclusions from such an analysis unless they have other campaigns to compare and a wealth of experience in programmatic marketing to fall back on. Only the comparison of different and similar campaigns reveals differences, anomalies and interesting aspects that can be further analyzed and interpreted in detail, which is why working with an online marketing agency specializing in programmatic marketing pays off several times over. The dialog and exchange between agency and advertising client about such analyses and their interpretation are the real essence from which creativity, advertising effectiveness studies and market research arise live through programmatic marketing. blog.mediabros.ch/programmatic viewed be

Managing Director Ivano Celia (left) and Programmatic & Custom Planner Eticus Rozas of media BROS. discuss frequency analysis in programmatic marketing.In the next article, we will turn our attention to analyzing the overlap of publishers/placements - also known as the overlap report - and looking at the net reach.