A successful awareness campaign ensures a brand is at the forefront of a customer’s mind.
When browsing and researching new solutions the customer will access content that is "Always-on" and so your advertising should be Always-On as well.
TubeMogul found through experimenting with programmatic video campaigns that product awareness was approximately three times higher for longer campaigns and had a higher completion rate and lower cost per-viewable impressions when compared to short campaigns of 2-90 days.
It’s always a challenge for marketers to balance building a brand and achieving quick sales hits, so it's important to understand that a short-term approach will only achieve short-term results and may leave you wanting in the next quarter.
Marketers should look long-term and build a strategy that identifies the intended audience and create a content hub that informs the user, gives them a reason to engage and a reason to remember the brand.
Opportunities for Optimisation
From a campaign management perspective, an always-on approach provides more opportunities for learning and improvement.
An always-on approach means the campaign can create enough data to identify what is working and what isn’t so that it can be optimised.
From a programmatic standpoint, identifying the intended audience and where they surf the web is vital for effective campaigns. This information allows marketers to identify what sites users find most engaging, allowing us to update our whitelists (and blacklists) to ensure we have the most relevant and secure sites for generating the most effective engagement.
We must also apply this rigour to our data sources, identifying those most relevant to the intended audience and identifying new ones, ensuring we are targeting all the verticals of the intended audience.
Long-term programmatic activity also helps optimise assets. This battles creative fatigue (over quarters of activity) and poorly branded creatives that aren’t doing justice to the product, service or brand.
The benefits keep on coming
Always-on programmatic provides clients with insights that can't adequately be derived from monthly or even quarterly activity reports. With over a year’s worth of data, that considers the ebbs and flows of each quarter, you can truly see the impact of awareness activity.
Extensive data lets clients know which regions are most engaged with and what content is most engaging, and helps to provide site insights. For instance, it can show which aspects of a site are best for remarketing purposes, including remarketing to users who engage with solution content in the form of whitepapers and users who browse product pages looking for a product to improve their current business operations.
Remarketing provides the opportunity for expansion and site development, to introduce new sites and affinity hubs and to introduce audiences to a new location.
This can be particularly effective when introducing a new product, or when a topic – such as cybersecurity – is trending within the industry. This reminds users of the brand's value proposition within the field.
Benefits also include insights into why a client’s site is not fully optimised – this can be used to maximise their programmatic activity, including driving traffic and engaging users on site.
This can become evident when tagging up a client’s site. Common problems may be:
- user journey with too many barriers to entry
- uncategorised URL structures
- unengaging landing pages
This affects the results of display activity and the potential insights that we can gather from it.
Users are less likely to re-engage and can have a negative view of the brand as they are unable to easily find the page, solution or resource they are looking for. Poor URL structures can also affect or limit the tracking elements that help generate important insights.
Client success with Always-On
The success of always-on is programmatic seen in our work with one of our long-term clients. Over 2018 and into 2019 we have worked on awareness activity for five of their business units over four quarters across EMEA.
The client saw a 176% increase in influenced conversions over a 30-day period. A full 50% of total conversions were influenced by Argus Digital. (Kingpin's own inhouse intelligence tool).
With a limited budget across the UK, Germany and France, we were able on a quarterly basis to attribute 10% of total conversions and reduce their cost per influenced conversion by 138%.
The graph below shows our activity over three quarters, with Argus Digital’s activity from quarter to quarter:
- Q3 activity beginning in week of 12th August, 2018
- Q4 beginning in week of 11th November 2018 (decreased pacing of activity during the Christmas period)
- Q1 beginning in week of 3rd February, 2018.
As a result of this consistent programmatic activity, the graphs show how conversions correlate with our awareness campaign, as well as legacy conversions of users served with ads in a prior quarter.
Essentially, keeping a brand presence in users’ minds over a longer period leads to more conversions further down the line.
Continuity and consistency
So, continuity and consistency are key. As marketers we need to remember that for the best results our activities, especially programmatic advertising, should be consistent and we need to play the long game.
Programmatic advertising, isn't as effective as it can be if it's picked-up and put down as a short-term tactic. To optimise it, consistency is key to build up the data and intelligence to work out what's best for the audience and to see the conversions come through quarter after quarter.