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BEST PRACTICES & STRATEGIES

that way inefficient or undesirable publishers, or whitelist ed data in one central location to get a picture of your
particularly efficient and appropriate settings. customer. Only then you will know when at which
touchpoints in the purchase process which display
3. Timing: Industry-Specific campaign work best.

In programmatic buying it is all about the right timing, 4. Targeting: Individual
because the shopping behavior varies depending on
time and day – sometimes even considerably. For in- Always keep in mind that the theme of the advertising
stance, according to data analysts, less advertising is material must correspond to the customer. With an in-
usually delivered on weekends, but the click-through rate telligent banner generator, that can compose text and
is significantly higher. The reason for that phenomena is image designs dynamically, you can theoretically show
most probably that many users surf from home at that each user individually tailored advertising - bespoke to
time with real buying interest and not from the office in customers’ interests and content-tailored to their stage
between work duties. There is prove that the conversion of the buying process. If you want to drive new Internet
rate and sales on Sundays is the highest and that the users to your site that have not yet had contact with
surfing and purchasing behavior varies greatly depend- your advertising materials, a combination of designs is
ing on industry and product category. This means that it useful, like general brand messages followed by retar-
can make a huge difference if you sell goods within the geting that offers concrete products. But please don’t
same industry in a mid-price category or in the luxury be tempted to send out ads too often, as it just annoys
segment. The latter e.g. is bought more often during the the user and could cost you more than just money. ◊
day and week, which means you must find the right tim-
ing for your industry and product category. To do so, By Daniela La Marca
track your channels holistically and combine your collect-

MediaBUZZ Pte Ltd - Independant ePublisher for Asia