Post by account_disabled on Dec 28, 2023 3:45:36 GMT -5
It should be noted that in this campaign the notoriety part had special importance; A brand concept was promoted where the “M” took center stage through communication with an inspirational tone , moving away from the communication of offers, prices and products and brand recognition being its fundamental axis. The campaign required a large scope of coverage with a notable and qualitative impact , served in a brand safe environment of recognized newspapers and all this in a short campaign period and at a seasonal time with advertising saturation due to Christmas. To meet all these objectives, there was a PG activation with rich media video formats on the Smartclip digital media platform. In Programmatic Guaranteed solutions , the buyer and media agree on a guaranteed volume of impressions with a fixed CPM as in any traditional digital campaign, but everything is done and measured within the programmatic channel .
Many programmatic dynamics such as bidding, segmenting or optimizing do not come into play in these cases because they remain in the hands of the medium. This is why, within programmatic learning, these actions Phone Number List do not usually stand out, but nevertheless depending on the needs they can be very useful. In this case, the Smartclip platform proposes an offer of PG solutions not only based on the guarantee of a volume of impressions but also on other very relevant KPIs such as reach, frequency control, inview and CTR. This example with MediaMarkt allows us to detail in a very clear way the different efficiencies provided by PG activation . It is shown how the campaign guarantees committed to the PG become important levers for improving the campaign's KPIs. Guarantees in inventory reserve and price inflation control in periods of advertising saturation. During the Christmas period, the reservation of inventory with rich media video formats for coverage actions is more complex to manage due to the greater volume of campaigns in the market. Working this campaign structure guarantees the necessary inventory.
Guarantees in frequency control and scope commitment. One of the difficulties in using PG is its possible duplication with the usual programmatic lines. To control the average frequency of the campaign, it is necessary that the PG be adjusted to a limited frequency so that it is an effective reinforcement of the rest of the campaign lines and does not generate a repetition of unnecessary impacts. In this case, the campaign was served with a very low frequency of 1.2, which prevented excessive duplication and achieved great coverage in a very short time (1.7 million unique users in 4 days). Guarantees of optimized delivery with high-impact formats such as inview, CTR and engagement. Rich media video formats provide a great brand impact, but these types of creative solutions usually require special technical integrations depending on the structure of each medium. This means that programmatic purchasing and optimization are not as scalable as conventional display formats. Through platforms such as Smartclip, a large volume of quality inventory of this type of high-impact creatives is accessed and with the activation of PG in coordination with support, quality guarantees are ensured, including KPIs such as inview and CTR .
Many programmatic dynamics such as bidding, segmenting or optimizing do not come into play in these cases because they remain in the hands of the medium. This is why, within programmatic learning, these actions Phone Number List do not usually stand out, but nevertheless depending on the needs they can be very useful. In this case, the Smartclip platform proposes an offer of PG solutions not only based on the guarantee of a volume of impressions but also on other very relevant KPIs such as reach, frequency control, inview and CTR. This example with MediaMarkt allows us to detail in a very clear way the different efficiencies provided by PG activation . It is shown how the campaign guarantees committed to the PG become important levers for improving the campaign's KPIs. Guarantees in inventory reserve and price inflation control in periods of advertising saturation. During the Christmas period, the reservation of inventory with rich media video formats for coverage actions is more complex to manage due to the greater volume of campaigns in the market. Working this campaign structure guarantees the necessary inventory.
Guarantees in frequency control and scope commitment. One of the difficulties in using PG is its possible duplication with the usual programmatic lines. To control the average frequency of the campaign, it is necessary that the PG be adjusted to a limited frequency so that it is an effective reinforcement of the rest of the campaign lines and does not generate a repetition of unnecessary impacts. In this case, the campaign was served with a very low frequency of 1.2, which prevented excessive duplication and achieved great coverage in a very short time (1.7 million unique users in 4 days). Guarantees of optimized delivery with high-impact formats such as inview, CTR and engagement. Rich media video formats provide a great brand impact, but these types of creative solutions usually require special technical integrations depending on the structure of each medium. This means that programmatic purchasing and optimization are not as scalable as conventional display formats. Through platforms such as Smartclip, a large volume of quality inventory of this type of high-impact creatives is accessed and with the activation of PG in coordination with support, quality guarantees are ensured, including KPIs such as inview and CTR .