The Mid-Market Advantage: Programmatic, Creative Personalization and RetargetingA MARKETER’S GUIDE TO

SUCCESSFUL CAMPAIGNS ON A BUDGET

The Mid-Market Advantage: Programmatic, Creative Personalization and RetargetingA MARKETER’S GUIDE TO SUCCESSFUL CAMPAIGNS ON A BUDGET

Programmatic media buying is

establishing itself as the new norm.

According to the latest IAB U.S. research,

almost all U.S. major online publishers

(98%) are selling ads programmatically,

and eMarketer reports U.S. programmatic

digital display ad spend grew 137.1

percent in the past year and is expected

to double by 2016.

Mid-Size Agencies in Prime Position

With all the developments in

programmatic and the ad tech landscape,

mid-size agencies, independent trading

desks and direct advertisers are in a

unique position of power.

They can now sit in the driver seat,

once dominated by larger agencies, and

benefit from more powerful campaigns.

By leveraging smarter programmatic

solutions that do not require trained

experts to operate or require deep

pockets, mid-size marketers can have

greater control of their data, media,

campaign management and, more

importantly, profitability.

Impact – Growing Reliance on More Flexible, Dynamic Marketing Platforms

As agency models begin to shift in the

wake of programmatic, mid-market

agencies will benefit from leveraging

more flexible, dynamic ad tech and

marketing solutions to be able to self-

manage their campaigns, end-to-end,

on a single platform. What’s more, the

value of dynamic creative is continuing

to emerge as part of programmatic

strategies.

This allows life in the martech ecosystem

to, in a way, restart on a level playing

field. With every player once scrambling

to work with individual agencies, making

it hard for agency heads to run their

departments when working with only

a select few at exorbitant prices, there

is now an easier, cheaper and more

efficient way to turn to. Many may seem

to have a head start, but newer players

with disruptive models are beginning to

get a nod in. Managing a larger number

of accounts is now critical. Earlier, one

would have to deal with a number of

different people. Now, with the changing

scenario, account management and

business development will go through a

few tweaks to say the least.

Ad Tech Is Changing The digital landscape is changing fast as we enter into a new

phase of programmatic media buying. Reminiscent of an earlier

ad tech movement, programmatic seems to be following a similar

evolutionary path. Search engine marketing, once new and

expensive, is now an evolved technology and necessary strategy

that’s affordable.

98%Almost all U.S. major online publishersare selling adsprogrammatically

01 adadyn.com

The Mid-Market Advantage: Programmatic, Creative Personalization and RetargetingA MARKETER’S GUIDE TO SUCCESSFUL CAMPAIGNS ON A BUDGET

Ecommerce, travel and hospitality

companies especially can take advantage

of these dynamic messaging and

retargeting capabilities.

In addition to tactics like “last viewed

products,” where products are shown to

users based on prior history, rules can be

set up to show advertisers’ hot deals or

local promotions based on geolocation.

When ads are targeted ads with

consideration to demographic,

geographic and contextual variables,

valuable impressions are not wasted

on those who are not relevant to or

interested in your product.

Specifics like this will not only improve

the relevancy of a retargeting campaign

by placing the right ads in front of the

right people but also lower costs. Instead

of serving ads to everyone, wasting

impressions and hoping to hit the right

audience, you’re saving money by

showing ads only to the most relevant

audience.

More targeted placements quickly deliver

audiences, perhaps due to their specific

nature and ability to reach consumers

further down the purchase funnel. If you

have only a small budget assigned to

your campaign, targeting and retargeting

can become an effective performance

optimization tool.

Targeting and Dynamic Creative Optimization (DCO)A combination of targeting and data-driven creative as offered by

some dynamic creative vendors leverages the power of creative

templates and machine learning algorithms to address the needs

of the vastly underserved mid-size businesses to position specific

messages and offers to their audiences based on demographic,

behavioral, contextual and geographical needs.

02 adadyn.com

The Mid-Market Advantage: Programmatic, Creative Personalization and RetargetingA MARKETER’S GUIDE TO SUCCESSFUL CAMPAIGNS ON A BUDGET

Creative Sizes Ensure you have multiple ad sizes and

placements available to maximize

efficiencies—this will ensure your ad

is served to your target at the precise

moment the opportunity arises.

Deliver a Simple Message and a Strong Call to Action

If you include every detail about your

offering, it could be overwhelming and

not grab the prospect’s attention. State

your point and then grab them with an

intriguing call to action.

Avoid Ad Fatigue and Overexposure The use of the same standard

creative can result in ad fatigue,

drops in CTRs and eventually drops in

CPAs. Furthermore, with retargeting

campaigns, it’s key to avoid serving

ads to already-converted customers.

Consider excluding recent converts

from that ad but, instead, upsell them,

cross-sell them, offer them referral

discounts, etc.

Target Recent Visitors Right Away Visitors to your website have a limited

attention span in terms of their interest

in a specific product. For instance,

compared to earlier visitors, visitors who

have visited your website during the last

48 hours are more likely to convert due

to their high interest. Try to bid higher

and retarget audiences based on their

visit recency.

Use Campaign Performance Reports and Insights to Your Advantage

It is important to ensure the campaign

you’re running is being properly tracked

and analyzed along the way so you can

better optimize and ultimately gain the

results you want. Investing in marketing

solutions that give simplified yet

intelligent reporting in order to leverage

the insights for better return is a must!

Inventory Quality Transparency Ask for inventory quality reports to

keep a close eye on where your ads

have been served. Fraud is rampant in

this ecosystem, and being smart and

aware of the problems is key. Work with

trusted vendors who buy inventory

from quality supply sources and with

those who screen their ad material for

suspicious activity.

Creativity and Programmatic Are Not Mutually Exclusive: Focus on DCO

Ads should be dynamic and tailored.

Leverage the audience and other

signals used in programmatic media

buying to produce relevant creative.

Use data to make it even more effective

and ensure the message resonates

with the user. Doing this can double

yield on interaction rates and increase

engagement by 50% (Source: IAB Top

10 guidelines for Programmatic).

7 Campaign Tips on How to Leverage Programmatic + DCO for a Competitive Edge

1

2

3

4

5 7

6

03 adadyn.com

50%DYNAMIC & TAILORED ADS

INCREASE ENGAGEMENT BY

The Mid-Market Advantage: Programmatic, Creative Personalization and RetargetingA MARKETER’S GUIDE TO SUCCESSFUL CAMPAIGNS ON A BUDGET

Traditional display advertising often

requires businesses to commit large

budget spends upfront for a campaign

with little to no control over ad

customization or visibility as to where ads

appear. Typically, achieving this level of

flexibility and transparency requires extra

investment and work with numerous third

parties.

Smaller businesses typically lack the

deep pockets necessary to achieve

the same level of campaign control

had by larger companies. Yet budget-

conscious advertisers and agencies still

need to achieve the best returns on

their advertising spend, regardless of

their budget size, by seeing the clicks

and conversions translate into new

customers and leads. With the maturity

of programmatic solutions, advanced

technology platforms like Adadyn have

emerged to empower smaller and mid-

market businesses to leverage the same

results, which were once out of reach.

With Adadyn – a self-service technology

platform that reduces the complexity

of programmatic advertising and

allows budget-friendly entry into the

programmatic space – users can be in

complete control of their campaigns

while measuring and achieving

performance efficiently and effectively.

Getting started with programmatic

can appear daunting, but working

with marketing technology (martech)

companies that understand the needs

of your business is a good way to get

started.

Sometimes large digital agencies struggle

to meet the needs of their smaller

accounts. Picking the right vendor will

help small businesses leverage the best

campaign management strategies,

analytics and optimization capabilities

similar to those utilized by the world’s

leading advertisers and agencies.

How to Choose the Right Vendor Is the product right for you?

Choose a solution that specializes in

businesses of your size – scalability

is important from both a budget and

implementation standpoint.

Does It Work for Your Budget? • Find a solution that will not hurt your

bottom line.

• Watch out for minimum spends and

solutions that require setup fees.

Scalability

Scalability is an important factor. If you

think that your business is likely to grow

in the future, then make sure that you do

not get surprised with tiered pricing and

other hidden costs.

Ease of Use A campaign that’s easy to set up, deploy,

launch and analyze is a critical factor.

Make sure your vendor provides an easy,

simple and intuitive interface.

Inventory Quality and Transparency Make sure your vendor has partnerships

with fraud fighters; you want clean

inventory.

How Will Programmatic Buying Benefit Small Businesses?One of the fundamental principles and advantages of programmatic

buying is the ability to target and buy audiences rather than media

placements, where the target buyers are more likely to be. This allows

for greater targeting precision, thus enabling campaigns with smaller

budgets to become as effective as their bigger counterparts.

04 adadyn.com

The Mid-Market Advantage: Programmatic, Creative Personalization and RetargetingA MARKETER’S GUIDE TO SUCCESSFUL CAMPAIGNS ON A BUDGET

Heightened Brand Awareness With an unparalleled level of customization capabilities, the

Adadyn platform enables more relevant targeting of ads to

generate optimal brand awareness with more personalized ads –

to the right target at the right time.

Greater Cross-Sell/Upsell Capabilities The Adadyn platform’s retargeting features empower users to

easily retarget previous customers or prospects with new creative

ads to upsell, cross-sell or offer different discounts, as opposed

to having the same ad appear to the viewer.

Improved Customer Retention By leveraging advertiser/agency CRM data with Adadyn’s

technology – which incorporates proprietary algorithms, bid

optimization and real-time decision making – users are able to

captivate customers sooner and for longer periods.

Stronger Lead Generation Adadyn’s ability to deliver more timely, accurate and relevant ads,

particularly to prospects who have demonstrated an interest or

intent to buy, translates to greater and more frequent leads.

Better ROI Not only do Adadyn’s strong lead generation capabilities

improve the bottom line, but also they’re specialized for mid-

market advertisers/agencies, thus empowering users to avoid

more costly solutions with programmatic and creative dynamic

capabilities simplified into one platform.

What Marketing Objectives Does Adadyn Help Achieve? Adadyn’s end-to-end platform provides a cost-effective means

to generate dynamic customized creative content and execute

programmatic media buys across multiple screens. Here are some of

the marketing objectives Adadyn helps you achieve while maintaining

full campaign control:

05 adadyn.com

Make Every Impression Count: The

Ultimate Agency and Advertiser Guide

to Programmatic, Dynamic Creative

Optimization and Retargeting

About AdadynAdadyn is a leading global advertising technology company, removing

the barrier of entry into programmatic advertising and reducing the

complexity of the marketing technology ecosystem with a self-serve,

turnkey platform.

This self-managed platform gives advertisers and agencies complete

campaign control with real-time optimization, affordable access to

programmatic media, retargeting capabilities, and the ability to build

a variety of customized dynamic digital creatives that correspond with

specific actions in the purchase cycle. All this with payment options that

scale—granting the ability to increase or decrease spend as business

needs change.

By partnering with a number of leading ad tech solution providers in the

ecosystem like fraud and malware protection agencies, DSPs and SSPs,

trading desks, and more, Adadyn empowers those with smaller ad budgets

to produce more relevant, targeted ads—making it possible for mid-sized

advertisers to achieve more with any size marketing budget.

06 adadyn.com