How to avoid the digital ad grinch this silly season

 

Don't suffer at the mercy of the Christmas grinch of the ad world this season. We’ve got some tips for avoiding invalid traffic, making your campaigns stand out and ensuring your audience is reached through the clutter of sparkling tinsel and the ho, ho, ho of the big fat man. 

 

Sad and frustrating as it may be, Christmas time is prime time for fraudsters trying to make money from your end of year media budget. Make the boss happy by ensuring you only pay for valid, viewable traffic that’s exactly what it says it is.

When it comes to unwrapping presents on Christmas day, one of the biggest excitements is not knowing what you’re going to find under all that wrapping paper. The same cannot be said for the media buying world.

When you purchase inventory for your brand, it’s pretty darn important you know exactly what you’re getting.

 
  1. Make sure you work with a compliant and transparent platform or ad network with rules in place about what inventory is sold and what is accepted as valid, in view and brand safe. We have our own invalid traffic score that’s applied to each individual publisher partner and we work with them on a one to one basis to ensure their inventory is compliant. Buy safely and efficiently.

 

Coull Compliance logo.png

 
  1. Talk to your account manager about what inventory is available and at what price to ensure you get the best match possible.

  2. Don’t just buy on one metric - although you may be buying inventory based on a viewability percentage, that’s no good at all if the inventory is fraudulent. Cutting corners is not the way to get that Christmas bonus. Frame you KPIs around what matters in programmatic now and ditch historic measurement models.

Make your ad campaigns count 

  1. Be as relevant as you can this season by running PMP deals. Talk to your account manager about the best option for your campaigns rather than diving blind into a pool that’s lacking in what you need, or flooded with traffic that’s not validated. Again, work with partners you trust.

  2. Choose ad formats that will be seen by your audience and that have a track record of high CTR like Coull OverStream which performs 10x  better than a standard display ad.

  3. Engage your audience on the move with mobile friendly campaigns

  4. Engage your audience across their favourite content format - video. The IAB and PWC’s latest report shows massive growth in video ad revenue, especially on mobile so be where your audience are.

  5. Let us know what you want - communicate what you want to your platform so they can find the right inventory for you.

Formats

  1. Work with your agency or creative team to make your ad unit do the work for you. Choose the right ad format for your audience. Annoying and interruptive advertising is not the way to get your audience’s attention. You want to engage them when they’re thinking about purchasing, but you don’t want to offend them so be discerning when choosing creative.

  2. Talk to your SSP or Ad Network and find out what formats are the most engaging and efficient for the content you’re buying. Not all ads are born equal, running multiple formats that compliment each other and give you the best chance of being seen will help your media budget work harder.
Coull OverStream for Android
 

Target

 

  1. Tis the season for re-targeting - with so many purchase decisions being made on specific days, run a re-targeting campaign a few days before black friday to coincide with black friday purchase decisions. Get in early to get that customer.

  2. Target specific devices and locations you know your audience will be buying across. Don’t limit yourself to chance.

  3. Buy across specific categories - knowing what video inventory you’re buying is important when it comes to conversion so ask what’s available.

Keep these tips in mind when planning your upcoming campaigns and get the most from your spend (and keep that mean, green critter away).

Merry end of year ad campaigning to all of you!

 

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