Should You Go In-House with Your Programmatic Campaigns?

Brian Blondy, June 26, 2019

There is a growing trend in the industry today of companies taking complete responsibility for the management of their programmatic advertising activities.

Taking campaigns “in-house” appears to be increasing among tech-savvy companies of all sizes as they become more aware and experienced with programmatic advertising. As confidence and knowledge grow, it makes financial sense to begin handling the campaigns independent of agencies for a variety of reasons.

According to a recent IAB report on the growing trend of companies taking their programmatic activities in-house, nearly 40 percent of advertisers execute in-house digital RTB trading, and even 50% of publishers now have an in-house model:

•    45% Currently running programmatic campaigns

•    25% Do not have in-house programmatic capabilities

•    30% Completely or partially handle programmatic activities in-house

•    18% Plan to move programmatic activities in-house

Here are the main benefits for companies taking their programmatic advertising in-house and an overview of how companies can begin aligning themselves to the new strategy of internalizing their programmatic activities.

Benefits of Managing Programmatic Fully In-House

Independence

  • Remove reliance on external agencies.
  • Design ideal advertising strategy based on company goals and strategy.
  • Determine ideal ad placements and websites to present brand marketing and campaigns.
  • Creative rotation and testing.
  • Growing comfort managing and controlling their campaigns internally with an experienced and capable staff of experts.

Financial Prudence

  • Cost efficiency for purchasing inventory.
  • Enjoy 15-30% in savings compared to agency fees/costs.
  • Avoid vague, hidden, and unclear service fees.
  • Utilize resources more efficiently across programmatic activities.

Data Control

  • Keep your own proprietary first-party and third-party data internal and secure.
  • React in real-time to campaign behavior and analytics – faster than agencies.
  • Collect, manage and interpret your data internally to draw unique conclusions.
  • View campaign results transparently in the platform, and not from agency reports.
  • Improved data analysis and ROI attribution.

Campaign Management

  • Better audience targeting.
  • Increased campaign effectiveness.
  • Ensure brand safety and avoid fraud.
  • Supply path optimization and increased reach/scale.
  • Transparency to selectively choose inventory to purchase.

The Path Forward: How to Go Completely In-House?

Surround Yourself with Experts

  • Knowledgeable and capable team of programmatic professionals to manage the campaigns.
  • Assess your organization’s ability to handle all of the aspects of your programmatic activities – perhaps consider outsourcing some of the work to outside companies
  • Develop plans for training staff.

Plan and Strategize

  • Define internal goals for going in-house?
  • What do you aim to achieve?
  • Obtain executive administrative, logistical and financial support for in-house
  • Budgeting for the change in strategy
  • Bring in self-serve solutions
  • Supply path optimization to reduce costs for accessing 3rd party technology
  • Data, Technology Set-Up, Sign Contracts, Hire Expects to Manage Operations
  • Expect at least one year of preparation before being entirely in-house

Build an Algorithm

  • A company needs to maximize its activities to build robust original user profiles that exist independent of the generalized user profiles formerly provided by a mobile measurement partner (MMP).

Build a Technology Stack

  • Build your ideal organized and interconnected technology stack
  • DSP, DMP, ad server, viewability tracking, dashboard, fraud protection

ConclusionNext Steps

Long gone are the days where marketers and companies were willing to simply pay agencies fees due to a lack of knowledge about how to set-up, manage, and evaluate their programmatic campaigns.

Today, companies are becoming increasingly empowered to achieve their agenda and preserve their resources for maximizing their programmatic activities.

Time will tell if taking programmatic buying in-house will become the norm for companies of all sizes.  Based on the current trend it looks more likely than not.

If you’re considering going in-house with the Google Marketing Platform with Display & Video 360.  We offer custom-tailored consulting services for companies of all sizes seeking assistance building and training your team, charting and setting strategy and creating plans for building the ideal technology stack for your programmatic activities.

Whether you need information for solving a digital bottleneck or a steady partner to build your in-house activities, we can assist you to meet your digital goals.

New TV Solutions Rolling Out in Display & Video 360

Brian Blondy, May 19, 2019

Google is taking big steps toward evolving the programmatic world by joining the online world with the connected TV ecosystem.

Google and its demand-side platform, Display & Video 360, have recently announced that they have begun making more connected TV inventory available for purchase programmatically, in addition to working to define how TV consumers will be able to control their data and the privacy in this connected TV ecosystem.  

Google expects connected TVs to be the next frontier for programmatic advertising and an emerging space that will continue to grow.

Google claims that in just the past twelve months, the number of advertisers running connected TV campaigns on Display & Video 360 has increased 137 percent from 2018 to 2019.  And as of Q2 2019, Google has made more connected TV ad slots available to advertisers using Display & Video 360. 

Here is a breakdown of what Google recently announced regarding user privacy, linear TV capabilities and how it plans to consolidate the digital and TV buying experience for marketers.

Privacy – Present

In partnership with the IAB Tech Lab’s OTT Technical Working Group, Google assisted in developing new industry standards designed to create high-quality and user-focused connected TV experiences.

Display & Video 360 supports the Working Group’s new guidelines, Identifier for Advertising (IFA), which allows advertisers to reach audiences and measure their campaigns in a manner that simultaneously enables transparency, data protection and choice over ad settings to users. 

  • New IFA standards ensure marketers the ability to manage frequency, measure reach, and develop intelligent audience segmentation strategies.
  • End-users have clear choices regarding how data is used (reset collected data, fully opt-out of interest-based advertising).
  • The IFA standards have been adopted by TV device manufacturer Roku and measurement vendor Nielson.

Linear TV – Fall 2019

Display & Video 360’s new linear TV capabilities extend reach to traditional TV viewers by allowing for the purchase of ad slots on national broadcast networks and local TV stations through a partnership with WideOrbit (network affiliates).  Soon, marketers will have access to premium national broadcast and cable channels through clypd.

Within Display & Video 360, marketers can set-up detailed campaign parameters:

  • Target users by Geography, Time, Genre or TV network
  • Manage and optimize budgets and reach

Consolidated TV Buying for Media Buyers – Fall 2019

To build a strong collaboration between TV and digital media buying, Display & Video 360 will contain a consolidated TV workflow allowing marketers to buy connected TV together with traditional TV in one place under a single TV insertion order.

FYI: First-Price Unified Auctions in Google Ad Manager

Brian Blondy, May 16, 2019

Starting in May 2019 and rolling out in full in August 2019, publishers will begin using new unified pricing rules and data sharing for first-price auctions on Google Ad Manager

The changes will have an enormous impact on the way publishers sell and advertisers buy inventory through Google’s programmatic ecosystem. 

Here is a summary of how inventory is sold today and how it will be purchased as a standard in the near future with the arrival of first-price unified auctions in Google Ad Manager.

RTB Auctions – May 2019

  • First, a second-price, real-time bidding auction runs for authorized buyers from either Google Ads, Display & Video 360 and other DSPs.
  • Second, a first-price auction then compares the winning price from the second-price auction with a publisher’s guaranteed and non-guaranteed advertising campaigns and bids from exchange bidding buyers.
  • The highest bid from all of the auctions wins.
  • Publishers are entitled to set different floor prices for each of the demand sources that they are working with.
  • Publishers are entitled to set an unlimited amount of rules for each interested buyer.
  • Authorized Buyers are not required to share and receive bid data.

TimelineExpected May – June 2019

  • 1% of the Ad Exchange traffic is revised first-price auction format. Only unified pricing rules will apply to first-priced bids.
  • Google is recommending that publishers begin recalibrating their current pricing strategies and rules as soon as possible to ensure desired floor prices are respected during the leadup to first-price unified auctions.  If unified pricing rules are not created for certain types of inventory (subscribed users, premium articles), your impressions on this inventory run the risk of being sold without a floor price in Q3 2019.
  • 5% of Ad Exchange traffic will participate in the first price auction. (June)

Unified Pricing Rules – Expected August 2019

  • Rolling out in stages throughout the summer, unified pricing rules enable publishers to control a single, unified price for their inventory across all indirect demand sources within Google Ad Manager. All inventory will now compete in a single-stage auction with consistent rules and pricing across all channels. 
  • Google’s decision to move towards unified pricing rules aims to assist publishers to easily manage and to reduce the complexity of their website’s floor prices for all non-guaranteed bidders across all indirect sources of demand.
  • First-price auctions is an adjustment to better respond to a digital ad ecosystem, which is increasingly shifting towards first-price auctions and a model where consistent pricing rules will govern all sources of demand. Google believes that first-price unified auctions create a fair and transparent market for advertisers and publishers.  With the changes, first-price auctions are now the de-facto buying method for the programmatic industry as major ad exchanges already support first-price auctions.

TimelineExpected August 2019

  • All Ad Exchange traffic will participate within the framework of the new auction dynamics – unified auction plus first price auction.
  • Open Auction pricing rules will no longer apply to any percentage of Ad Exchange traffic, and only unified pricing rules will be employed.
  • From August 2019, publishers will not be able to set different floor prices for different buying platforms after the transition. 

Unified Pricing Rules – August 2019

  • Exclusive to display and video inventory (includes publishers guaranteed campaigns, all non-guaranteed bidders, authorized buyers and everyone else – at once).
  • Open Auction via Authorized Buyers (formerly known as Ad Exchange).
  • Private Auctions (both optimized and non-optimized).
  • First Look Demand.
  • Third-Party exchanges that participate in Exchange Bidding.
  • Non-guaranteed line item types Price Priority, Network, and Bulk (Beta).
  • Bids from publishers’ guaranteed campaigns.
  • Non-authorized bidders will have the same opportunities as authorized DSPs. 
  • Google will not have last look opportunity to pay just above the winning bid after an auction to win the impression. 
  • With a unified first-price auction, Google, like all bidders, will pay the full bid amount (minus fees).
  • Does not affect auctions for Search, YouTube, AdSense for Search or other Google property inventory.

Floor Price Strategies and Rules – Expected August 2019

  • Publishers are limited to setting more than 100 rules at a platform level for each interested buyer (including Google).
  • Large publishers often prefer to use hundreds of different rules for each buyer to ensure price consistency and unique pricing to each demand source across their portfolio of programmatic and direct deals.
  • Google has recently stated that it is open to exceptions and willing to change the allowed limit if during testing they find that it is too low throughout summer 2019.
  • Publishers should focus on determining the true value of their inventory and adjust pricing reflective of their existing advertising deals and how buyers are actually valuing their inventory rather than pricing how they believe that it should be valued.

Reporting and Data SharingExpected August 2019

  • Both publishers and advertisers will have to share and receive bid data.  More bid data will be shared with publishers and advertisers than ever before.
  • Publishers will be exposed to an aggregation of data from opted-in buyers as well as deeper visibility into each type of auction to give more in-depth analytics for pricing strategies.
  • Publisher pricing from non-guaranteed advertising sources will not be shared with buyers before they bid in the auction.
  • Publishers will now have the ability to receive reporting on all bids submitted by buyers from Google Ads and Display & Video 360.
  • Both Authorized Buyers and Exchange Bidding buyers will both be able to see the winning prices for auctions they participated in.
  • Greater transparency, operational simplicity, and more informed bidders. Buyers receive more pricing insights (data) in order to more effectively evaluate a publisher’s inventory.



New Changes Coming to Auctions in Google Ad Manager

Brian Blondy, April 7, 2019

Google recently announced that they would be making significant changes to the auction in Google Ad Manager by simplifying programmatic buying and selling by transitioning publisher inventory to a unified, first price auction for Google Ad Manager. Google expects the changes to roll out in 2019.

Background

Over the last few years, the methodology in which ads are bought and sold via programmatic technologies has become more and more complex. Often a single impression is offered across multiple auctions with different rules.

This complexity has made it challenging for advertisers and agencies to value programmatic inventory they wish to purchase and conversely, it has driven publishers to adopt increasingly complex ad monetization strategies, which as a result, reduces transparency across the industry.

What’s Changing?

Google has decided to switch from a single first price auction for Google Ad Manager inventory to reduce transactional complexity and create a fair and transparent market for everyone.

With this change, all prices offered from indirect buyers on Ad Manager (Google Authorized buyers, Exchange Bidding buyers and non-guaranteed line items) will compete in a single unified first price auction.

No other competing offers will set the price paid by another buyer, and the buyer that wins the auction pays the amount they bid. By simplifying our auctions in Ad Manager, we can help make it easier for publishers and app developers to manage and get fair value for their inventory.

What you should expect?

  • Google will start testing with a small percentage of traffic in the next few months before rolling out this change broadly.
  • Google plans to move Google Ad Manager to first price auction before Q4 2019.
  • Changing to a first price auction means that you will need to rethink how you use price floors and, in general, pricing strategies simplify.
  • Google plans to roll out new features to manage pricing conveniently in the unified first price auction.
  • Google said that this change would have no impact on auctions for ads on Google Search, AdSense for Search, YouTube, and other Google properties.

In the coming weeks and months as we will be updating this space with any additional news that we receive.

Display & Video 360 – Storytelling – New Feature

Brian Blondy, January 13, 2019

We are pleased to inform you that a new feature has been launched on the Display and Video 360 platform – Storytelling.

This feature will assist you to share your required content through a meaningful story.

Storytelling is when you show a sequence of creative messages to one person, one at a time. This could be a sequence of videos, display creatives, or a mix of both. A typical sequence starts with a video to drive awareness of your brand.

Next, you may want to show a display banner to encourage online or offline purchases, and so on. While storytelling often walks a consumer through the path to purchase, you can also use storytelling to engage consumers in an exciting brand campaign.

To tell a story using Display & Video 360, create a story insertion order (IO). Each step of a story is an individual line item that’s automatically assigned to that IO. The creatives assigned to each step are the creative messages that will be shown to your consumer. These line items and the story IO can only be created and edited as a group.

Each person that views a story will view one step per impression. These impressions may be during the same web browsing session (in different ad impressions) or across multiple browsing sessions. You might think about a story like a marketing funnel. The reach of the line items in the story IO are dependent on how many users have been shown an impression from the line items above it.

Click here to read more about all of the necessary steps, best practices and essential tips for creating a new story on Display & Video 360.

We will be happy to help you if you have any questions.

Total Media team!

Google Ads or Display & Video 360 – Which is a Better Buying Platform for You?

Brian Blondy, December 1, 2018

Google Ads or Display & Video 360?

That is the question.

Google offers marketers two excellent platforms for buying programmatic inventory, Google Ads (via the Google Display Network) and Display & Video 360 (via the Google Marketing Platform).

Despite both having equally effective programmatic capabilities for marketers looking to buy digital advertising, the two platforms are entirely different from each other based on the available features and capabilities each uniquely offers digital marketers.

To bring clarity to the uniqueness of both platforms, we will be analyzing the precise differences between Google Ads and Display & Video 360 and then identifying which buying platform, or whether both used in parallel, would perhaps be the most correct strategy for your company’s current programmatic media buying activities and goals.

Introduction

Google Ads (Google AdWords)

Google’s most used advertising service for marketers for search & display ads on Google and its advertising network. The Google Ads program enables businesses to set a budget for advertising and only charges when users click (CPC model) the ads.

  • Google owns the world’s largest online display advertising network. (comScore).
  • Google display campaigns reach 80% of global internet users. (Google Benchmarks and Insights).
  • Consumers exposed to display ads are, on average, 155% more likely to search for brand-and segment-specific terms. (Specific Media).
  • Businesses make an average of $2 in revenue for every $1 they spend on AdWords. (Google Economic Impact Report)
  • 72% of AdWords marketers plan to increase their PPC budgets (Search Engine Watch).This is a strong indication that those businesses were generating positive ROI, because if they were not, then they wouldn’t increase their budgets.

Display & Video 360 (DoubleClick Bid Manager)

  • Google’s demand-side platform (DSP) that offers agencies, trading desks, and advertisers access to the world’s most exclusive collection of display, video, native and mobile inventory available in real-time.
  • Display & Video 360 is the evolution and consolidation of DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center. It offers a single tool for planning campaigns, designing and managing creatives, organizing and applying audience data, finding and buying inventory, and measuring and optimizing campaigns.
  • Display & Video 360 also offers keyword targeting similar to Google Ads but instead of targeting specific search keywords, Display & Video 360 is about contextual keywords.

Key Features Comparing Google Ads to Display & Video 360

Creative Options

Google Ads

  • Text, Image, HTML5 (only available for accounts with more than $1,000 total lifetime spend and requires sending an application to Google), Dynamic Creatives and Video Ads.
  • Build and manage creatives in “Ads & Extensions.”

Display & Video 360

  • Image, Rich Media (with Campaign Manager), HTML5, Native, Video Ads and Dynamic Creatives (only available with Campaign Manager and a Google Merchant Center account linked to a Google Ads account).
  • Display & Video 360 features a format gallery, an area offering descriptions about each format alongside with example ads for reference.
  • Build and manage creatives with Ad Canvas, Display & Video 360’s visual editor to build and edit creatives in real time.
  • Use data-driven creatives to personalize your creative’s look and feel for different customer segments: Panorama, Cue Cards, Blank Slate.

Third Party Data

Google Ads

Google Ads is limited to buying only on the Google Display Network (GDN).

  • Location and language targeting
  • Keyword targeting
  • Device targeting
  • Remarketing

Display & Video 360

  • The ability to find the users who could be the ones most interested in your solutions and most likely to convert or purchase.
  • Display & Video 360 provides marketers access to 35 third-party data providers*, which allows you to find users that are similar to your current website visitors, i.e., the types of people who are currently searching for the products/solutions that you offer, and specific demographics or affinity segments.
  • In addition to third-party providers, marketers will also benefit from third-party verification services, which is commonly called third-party data.

 

Device Targeting / Reach

Google Ads GDN

  • Google Ads is limited to buying only on the Google Display Network (GDN).
  • Location and language targeting.
  • Keyword targeting.
  • Device targeting.
  • Remarketing users who have previously visited your website. 

Display & Video 360

  • Integrated with 90 Ad Exchanges and includes approx. 1 billion websites. Advertise across all screens -Desktop, Smartphones, Tablets, Connected TVs (Tablet, Smart TV).
  • Advanced Targeting capabilities –Locate and target your current and desired customers based on specific demographics, interests and their purchase intent by using Google’s data. Audience frequency caps for excluding users based on the number of impressions they have been served (across media, channels, and identity spaces).
  • Data Management Platforms (DMP) integration by combining first and third-party data to enable buyers to seek out audiences who have either visited or not visited your website.
  • Audience profile analysis which allows marketers to understand the composition of your selected audience (either first-party or combined audiences) based on its overlap with all other audiences in Display & Video 360 (e.g., Google data, first and third-party segments, combined audiences, and other data sets you have access to).
  • Use your cookies and pixels to reach and monitor your target users across the Google Marketing Platform (only with linked accounts with products in the Google Marketing Platform).
  • Campaign activity features the option to create an audience based on the number of clicks, conversions, and impressions (which are based on first-party remarketing lists or lead to conversions). Once established, you can target the new audience list in multiple line items, both current and future.

 

Private Marketplaces (PMPs) & Programmatic Guaranteed (PG)

 

Private Marketplaces (PMP)

An invitation-only RTB auction where one publisher or a group of select publishers invite specific buyers to bid on inventory. The buyer/advertiser knows precisely which sites and ad placements their advertisements will appear on.

 

Programmatic Direct

Method for advertisers to automate direct ad buys for premium campaigns.

Programmatic direct incorporates both programmatic guaranteed deals and preferred non-guaranteed deals. Programmatic direct differs from real-time bidding in that it is a guaranteed-buy rather than an auction like RTB.

Publishers and advertisers are adopting programmatic direct because it allows for premium purchases to be conducted programmatically rather than through the traditional method of direct ad buys.

 

Google Ads

  • Limited to real-time bidding (RTB), buying ads through computer-run, real-time auctions.
  • Google Ads buyers do not have access to private auctions and direct buying opportunities.

Display & Video 360

  • Distinguishes itself from Google Ads by giving marketers the ability to target premium inventory available from high trafficked websites across the world via direct deals with publishers and PMPs and programmatic guaranteed buying opportunities.
  • Premium inventory is made available to every partner using Display & Video 360.
  • Buyers can also purchase a set amount of impressions to a particular website’s inventory through Display & Video 360.

 

Bidding Strategies

Google Ads

  • Automated Bidding based on marketing goals.
  • Manual Bidding for specific keywords & ad groups.
  • Bid Adjustments – Gives the user the ability to increase or decrease bids based on a set percentage.

Display & Video 360

Fixed Bid – Flat CPM, no automation used

  • How it Works: Use “Fixed Bidding” to have Bid Manager place the same bid on every impression inputted by the user, regardless of the impression value.

Minimize CPC/Minimize CPA – While spending budget in full, minimize action cost based on set goal

  • How it Works: Use “While spending full budget, Minimize CPC/Minimize CPA” to have Bid Manager automatically change your line item’s bid to get the best CPC or CPA performance possible, given the amount you have to spend to exhaust your budget

Meet or Beat a Goal of CPC/CPA –  Priorities Performance over Spend

  • How it Works: Use “Meet or beat goal of CPC/CPA” to have Bid Manager automatically change your line items bid to meet or beat a specific performance goal. If Bid Manager can’t both hit your performance goal and spend all of your line items budget, Bid Manager won’t spend all of your line items budget. If your line items goal is overly aggressive, your line item may not be able to spend its entire budget.

Display & Video 360

Viewability – Maximize the number of viewable impressions

  • How it Works: Use “Optimize for viewable CPM bid” to have Bid Manager automatically change your line item’s bid based on the probability that each available impression will be viewable.
  • For example, if you set a viewable CPM goal of $2 and an impression is 40% likely to be viewable based on Active View’s prediction model, Bid Manager’s automated bidding will bid $0.80 CPM (which is 40% of $2).

For mobile app install line item:

  • By default, it’s set to automated bidding to minimize cost per action (CPA). Because the action in this case is typically an app install, the default bid strategy is designed to minimize the cost per install (CPI).

 

Video Exchanges

Both Google Ads and Display & Video 360 allow marketers to purchase video ads on YouTube.

Specifically, the core difference between the two platforms is Google Ads is connected to the AdX exchange as well as any website serving video through the GDN whereas Display & Video 360’s power lies in its ability access to high-traffiked, premium websites from over 35 video exchanges.

Premium video inventory – Buy brand-safe video inventory for YouTube and TV programmatically through Google Partner Select, Display & Video 360’s premium video marketplace.

It is important to mention that Display & Video 360’s immense strength for video is a massive reason for adding Display & Video 360.  Since Google Ads is limited to the YouTube network and a smaller pool of websites offering video, Display & Video 360’s ability to offer 35 additional exchanges provides a considerable advantage for a marketer looking to launch video campaigns and would like to diversify and expand out the campaigns as far and wide as possible.

 

 

 

Reporting and Optimization

Both Google Ads and Display & Video 360 offer:

  • Instant Reporting – Allows you to see data immediately, instead of waiting for a report to run and then downloading the file for offline viewing. Instant Reporting is excellent for quick performance checks, ad-hoc reports, and routine analysis of standard dimensions and metrics. Instant reports can be single-use or saved for later, and also made into visualizations like bar and pie charts.
  • Funnel Analytics Measurement – Deep dive into all of your real-time analytics data to investigate whether your campaigns are reaching the right audiences and converting into leads.
  • Precise Campaign Management – Develop and manage your campaigns using Google’s advanced algorithms to adjust and optimize your bids, budgets and optimization strategies to reach your specific campaign goals.
  • Display & Video 360 allows marketers to view the number of impressions, ad clicks and specific website conversions that originated from the ad campaign.

Google Ads

Google Ads offers marketers reports which highlight post-click performance and essential metrics about the users.

Google Ads Reports Cover: Acquisition-Behavior-Conversion (ABC) cycle:

  • User acquisition paths.
  • User behavior on site.
  • Conversion patterns.

Google Ads reports show essential metrics from both Google Ads (Clicks) and Google Analytics (Bounce Rate).

 

Display & Video 360

  • Display & Video 360’s reporting system helps you to analyze performance across Display & Video 360 and take action based on those results, including instant reporting that allows you to quickly access data within Display & Video 360 without waiting for reports to export.
  • Full reporting of more than 66 dimensions and 145 metrics for viewing the essential metrics of a campaign.
  • Manual adjustments – Going through the ads one by one and adjusting the bid.

Should you add Display & Video 360?

Display & Video 360 will expand and benefit your current abilities to reach your intended audiences. You may be asking, “Why to switch things up when Google Ads is working well?”. We’re confident that if you’re asking this question, then your Google Ads campaigns are probably experiencing positive ROI at a low cost. We want to congratulate you, well done.

However, the central thesis of this eBook isn’t to try to persuade your company to ditch your Google Ads account in favor of a shiny, new Display & Video 360 account.

Instead, as a Google Certified Marketing Partner (GCMP), we would be remiss to ignore the massive benefits Google Ads yields and the success it is potentially already bringing to your company from running ads on the GDN.

We recommend that you should add Display & Video 360 and keep your Google Ads account.

The fact that you are opening a discussion about Display & Video 360 within your marketing plans, reflects the advanced nature of where your company’s digital marketing progress is in general. More specifically, if you’re looking to conquer the next digital frontier with your campaigns, Display & Video 360 is indeed the next building block after Google Ads for digital marketers aiming to take on online video advertising and higher budgets for display advertising on premium websites.

Google Ads is great for video campaigns for reaching audiences in YouTube. Though if you’re serious about running video ad campaigns, Google Display & Video 360 is immensely more suited for your goals since you can reach YouTube in addition to 96 ad exchanges which support video ad formats.

Our perspective is that advertisers should segment Display & Video 360 and Google Ads to each run specific campaigns in parallel to challenge each other and test each platform’s ability to achieve positive ROI. We believe that it is a positive approach to reach new audiences and earn better results. If your company is beginning to feel as though it needs to diversify itself into new exchanges, we can assist you in the decision to start using Display & Video 360 and combine it with Google Ads.

At Total Media, we have an abundance of experience working with premium advertisers seeking to maximize their ROI through Google Ads and Display & Video 360. If you would like to begin using Display & Video 360 and are not sure how to start or how to best use Display & Video 360, we can help you with everything along the way.

 

The Power of Outstream – Mobile Interstitial

Brian Blondy, August 22, 2018

 

 

Mobile View

This format is a mobile format, in order to view properly please enter using your mobile phone. Alternatively you can use the developer toolbar in Chrome by pressing Ctrl + F12 and clicking on the mobile icon as per the below.


 

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content. All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.

 

Mobile Interstitial – Ideal for Smartphones

A top fixed slider is designed to open up when there is demand, in the top center area of the user’s screen, and remains anchored there when the user scrolls. The player will close when the ad completes. In addition, there is an option for the user to close the ad.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources. Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple- webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

Click Here to View Our Outstream InRead Demo

The Top 5 Reasons to Deploy the Facebook Pixel on your Website

admin, July 30, 2018

Introduction

When someone from Facebook campaign visits your website and takes action (for example, watching a video or filling out a form), the Facebook pixel reports this action. The pixel will also give you the opportunity to reach this customer again and get more conversions.

So, if you’re planning to spend any money on Facebook campaigns, installing the Facebook pixel is a must if you want to track your conversions accurately and optimize the results of your campaigns.

 

What Is Facebook Pixel and How Will it Help You?

According to Facebook, “The Facebook pixel is an analytics tool that helps you measure the effectiveness of your advertising. You can use the Facebook pixel to understand the actions people are taking on your website and reach audiences you care about.”

The Facebook pixel will help you in three main areas:

  • Conversion tracking: Facebook pixel allows you to track conversions on your site as a result of clicks from Facebook ads
  • Optimization: After installation, you can set up automatic bidding to target people who are more likely to convert.
  • Remarketing: Based on the information you collect from the pixel, you can create audiences that are likely to buy your products or services.

The Facebook pixel can also track events taken on your site. To implement event tracking, you need to generate extra pixel code within Ads Manager. You can choose from a list of standard events Facebook provides for you, or create your own custom events that are based off URLs.

 

Why Should You Use Facebook Pixel?

To collect useful information regarding actions and conversions that result from Facebook traffic, you need to deploy the Facebook pixel.  The followings are the top 6 reasons why you should use the Facebook pixel:

  1. The ability to do retargeting for people who already visited your site. Retargeting will help to increase conversions from Facebook campaigns.
  2. Track conversions from Facebook ads to help optimize the FB ads for higher conversions.
  3. Build custom audiences based on what pages were visited on your website and then create unique campaigns for these audiences. Custom audiences will assist you to create additional opportunities to increase revenue.
  4. Build lookalike audiences that Facebook generates of people that you already created based on factors that expand beyond age and interests. Similar to point 3, will help to create additional revenues.
  5. We highly recommend installing your Facebook pixel inside of Google Tag Manager, as it will free up some development resources.  For additional information about the benefits of Google Tag Manager click here.

 

Conclusion

Facebook paid campaigns could get a significant boost by deploying the Facebook pixel on your website.  Higher conversions by tracking and optimizing Facebook ads clicks, building audiences based on their preferences and beyond and the ease of deploying the pixel with the help of Google Tag Manager make it a lot easier decision of whether to install the Facebook pixel.

If you could benefit from professional buy-side or sell-side consulting or assistance with your Google Analytics account, or if you would like to learn more and how to create some shortcuts and using Google Tag Manager (GTM) to tackle all of the various scenarios we have outlined, feel free to contact us below.

 

The Power of Outstream – Mobile Top Fixed Sticky

Brian Blondy, June 28, 2018

 

 

Mobile View

This format is a mobile format, in order to view properly please enter using your mobile phone. Alternatively you can use the developer toolbar in Chrome by pressing Ctrl + F12 and clicking on the mobile icon as per the below.

 

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content. All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.

 

Top Fixed Sticky – Ideal for Mobile

A top fixed slider is designed to open up when there is demand, in the top center area of the user’s screen, and remains anchored there when the user scrolls. The player will close when the ad completes. In addition, there is an option for the user to close the ad.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources. Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple- webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

Click Here to View Our Outstream InRead Demo

 

 

Programmatic Video, with a touch of history

Brian Blondy, April 29, 2018

 

An Overview

Once upon a time, programmatic video advertising was not an obvious choice for publishers wishing to monetize their inventory. The word programmatic, the use of software to purchase digital advertising, was met with blank stares and questionable motives. Thankfully, as the industry began to realize that manually negotiating, serving ads, banner tracking was too much for the ad networks to handle, it was essential to find an automatic solution.

To be fair, the digital marketing industry has historically been able to “keep up” with the complex and ever-growing web. It’s been a tango, to the say the least, with the first banner ad in 1994 on Hotwired creating the need for ad servers which in turn birthed the demand for ad networks. These ad networks were able to hold down the fort but the web kept growing and growing and eventually things got out of hand again – insert, Google. Thanks to AdWords and AdSense, the web could be trusted again.

Then, in 2007, Apple launched the iPhone and Google followed shortly with Android OS which completely changed the game. The web grew exponentially along with the audience. Manual ad serving was now out the question, for most publishers, as it was becoming increasingly difficult and, needless to say, unprofitable to pace the industry. Using computers and algorithms to make ad serving more efficient means that programmatic advertising is not just the future, it’s already the present.

 

 

Present Day

This brings us back to video ads served programmatically, an obvious choice now for publishers worldwide who wish to optimize yield. The reality is that serving ads programmatically enables data-rich, targetable, and scalable inventory trading.  Advertisers can buy across thousands of sites, focusing only on your target audience and are not limited to existing users only, but new ones as well. Programmatic advertising is CPM based, meaning that you for the actual impression, not per click on the website.

 

Publishers have a few options when it comes to programmatic video:

  • Creating their own unique video content and featuring it through their embedded player – this option allows publishers to offer this content to direct advertisers for premium prices as well as to programmatic buyers
  • Subscribing to an online video library and choosing content verticals which are most related to their content, or featuring YouTube type video content
  • Allowing 3rd parties to embed their own player and content to be featured on a site with their own monetization.

 

What automatic, data-enriched ad serving has proven quite certainly is that time is money, and publishers and advertisers are adopting programmatic ad serving at a rate that would make RTB run for the hills.

Total Media has a wide variety of video ad tools for our clients and we would love to share them with you. Click here for more information about our video platform for publishers, an all in one solution (player, marketplace, and dashboard) with multiple video formats to responsively show video advertisements on your website.