Page 18 - AeM_Oct_2017_final

BEST PRACTICES & STRATEGIES

Essential programmatic buying know-how

Programmatic represents the culmination of decades of testing for different banner designs to identify the most
innovation in data technology and addressable media. successful creation. A click on your promotional materi-
Buying digital advertising space by auction via respec- al should also not lead prospects to your website, but
tive platforms in real-time.is clearly gaining momentum. on a product- or campaign-oriented landing page that
makes a purchase as simple as possible. When de-
The CEO of intelliAd penned once four “must-haves” for signing the banner, consider the standard formats the
yield-optimized programmatic buying campaigns, which Interactive Advertising Bureau (IAB) defined, as you
hold good advice for all working in the digital marketing need reach - and special advertising formats are still
industry. Although smart technology and fast computing making the exception in Programmatic Advertising.
capacity are the main features of programmatic buying,
the expert holistically points out that the key success 2. Visibility: Above-The-Fold (ATF) & Be-
factor is still the human being, and gives the following low-The-Fold (BTF)
tips:

Not only the space that is immediately visible when the
1. Banner design: Clear and direct! Simple, page loads, so-called advertising ‘above-the-fold’ (ATF)
but creative! should be considered in programmatic buying, as is
does not necessarily perform better than ‘below-the-
Whether and how long banners are looked at depends fold’ (BTF). The premium "Leaderboard", a page wide
mainly on the design quality. Your campaign's success banner that is placed at the top above the actual con-
stands and falls with an eye-catching design of the ban- tent, for instance, slips with the first scrolling immedi-
ner. Therefore, go for clarity of content with little text ately from the visible area. Therefore, book ATF and
and use a strong call to action. Further, make sure that BTF placements and see which variant brings in better
your product and your brand can be seen immediately. results for your objectives. You can further optimize
Do not just listen to your gut feeling, but perform A/B your performance by targeted blacklisting, sorting out
18 October 2017 - Programmatic & Native Advertising