Programmatic advertising is growing, and it’s taking large parts of ad budgets. However, marketers are still facing some major challenges that they’re trying to solve, namely ad fraud and brand safety.
Ana Villegas, Dell’s marketing director of North America commercial business, said programmatic has big benefits.
“If I stack everything I do in marketing, programmatic is giving me high return at better engagement for [less] money,” she said at the Digiday Programmatic Marketing Summit held in Scottsdale, Arizona. “It’s going to grow as my audience grows.”
Villegas discusses how Dell navigates through ad fraud and other programmatic snafus.
“Programmatic has taken a bigger relevance in our marketing strategy and spend. We’re still doing traditional print, digital, search and native, but we have worked into building a programmatic strategy, which includes third parties. We also work with a mix of in-house programmatic because we work with a DMP and through a DSP to build a solution. We make sure a couple things happen: Everything we do is accounts-based marketing or what is the content I’m going to look for in customers who’re engaging with similar content. We are working into an omnichannel approach for marketing — digital, events, print.”
How to manage vendors
“We looked for the best vendors who can help with ad fraud and make sure the ads are going on the right websites. We want to be associated with the right content and appear in North America when we put our money there, not Australia. I want to make sure they’re [ads] being viewed. We have been working with DoubleVerify to build the templates and blueprints to make sure we’re doing the pre-bid and post-bid, so our ad fraud goes down. It solved multiple problems — fraud, brand protection.”
How to tackle the KPI problem
“[Working with the right vendor] didn’t solve KPIs because it added them instead. And audience, it was giving me a customer, but the customer was probably not interested in my content right now. They were not showing value to my stakeholders. When you think about KPIs, less is more. We killed impressions under clicks. We went from looking at those metrics to thinking about how to prioritize my efforts and measuring engagement. It’s a combination of all those KPIs. It tells you how much time people spent on your site, how many pages did they download, how many shares they did, how many videos they finalized and so on. You can begin to evaluate what’s working and what’s not.”
Fighting ad fraud
“From an ad fraud perspective, for every dollar I spend on my solution, I save six dollars. From an engagement perspective, I have reduced the cost of engagement. I get quality traffic and the ROI of my campaigns. But we’re talking about a long cycle. So I had to wait to see the impacts of the campaigns through time in order to show the ROI. I have increased my video budget. We were able to implement our job marketing. We have been able to grow our programmatic. Your investment is first going to go up before it goes down. You will have to pay for content; you need people for analytics. So that takes time. Something you will see internally [in a short time] is your fraud going down. That’s something you can measure.”
As destination travel takes off, the ‘Big Easy’ is experimenting with AR/VR to draw visitors
As travel, and travel tourism, return to pre-pandemic levels, New Orleans is leveraging AR/VR technology marketing to stand out and capture more traveler attention.
Why companies like iHeartMedia, NBCU rely on homegrown IP to build metaverse engagements
The success of recent brand activations is evidence that media and entertainment brands are the companies best equipped to build metaverse spaces that can dodge online skepticism, thanks to their wealth of owned IP.
How sunglasses brand Quay retooled its advertising to be less reliant on performance marketing following iOS changes
Prior to the iOS changes, Quay was spending the majority of its ad dollars on performance marketing tactics and influencer marketing.
SponsoredHow FAST channels are redefining primetime opportunities for advertisers
Sponsored by Vevo With the competition from content providers continuing to build, the traditional primetime TV slots are no longer guaranteeing the mass audiences they once did. Television viewership is evolving, and the primetime window of 8–11 p.m. is less broadly reflective of younger audiences’ content consumption habits. In 2022, attracting TV viewers is a […]
What beauty brand Fenty can gain from Rihanna’s Super Bowl halftime show
Following a roughly six-year hiatus from music, Rihanna is returning to headline the NFL Super Bowl halftime show. The residual effects for her Fenty brand will be paramount.
This charging company wants to reach electric vehicle drivers with digital displays
A company that makes charging stations for electric vehicles, Volta, is aiming to attract current drivers to electric vehicles with its educational ad spots through its social media channels, website, and OOH network.