At 6ixDigital, we’re experts in creative, technology, delivery and analytics. We combine these skills to develop display campaigns that deliver against their brief, whether the goal is to drive consumer awareness and build a brand or find and convert customers in tandem with search and affiliate activity 6ixDigital can deliver accountable, effective and memorable display campaigns.
As an agency with performance at its heart, 6ixDigital use advanced RTB technology to deploy advertising across desktop, mobile, social and video placements reaching the right audience in the best possible environments.
6ixDigital passionately believe in utilizing the best technology to purchase the right media for our partners. Real Time Technology is at the core of our display strategies as it allows efficiencies and levels of targeting and control previously unknown in the world of display advertising. We put great emphasis on creating a strategy which allows us to introduce our clients’ brands to the right audience on a contextual, behavioural, geographic or demographic basis. As standard, we would:
Display ads drive customer interaction with your brand. Good ad placements put you in front of your target audience and raise subconscious awareness as they go about their daily routine. Ubiquity of the brand proposition is achieved through display ads by enabling users to develop a rapport with your brand, which is achieved by combining demographic and contextual data segments allowing us to reach your target audience. The technology that Jellyfish employ means that budget can be augmented across strategies to provide a fluid, responsive campaign. Additionally, Jellyfish take a single view of the online world, and believe that integrated campaigns work better for our customers. The resulting efficiencies come from being able to know if an ad impression is being served to someone who has recently fallen out of the purchase process or has never been exposed to a brand before but whom exhibits behaviours similar to the existing customer base and treating them appropriately.
In this case the key KPI is likely to be exposure and engagement driven.
Ad placements allow you to drive acquisitions to users who are not necessarily in the buying cycle. It’s a good source of prospect for new customers, as well as re-marketing to users who already have awareness of your brand. Jellyfish’s display technology allows for this to happen in the most responsible way possible avoiding any detriment to your brand.
We’re focused on metrics and our detailed analysis makes it possible to refine your ads to complement each step of the user journey. You can be alongside your customer at every touchpoint from impression, through each click until conversion.
To analyse and measure display ads correctly, we apply conversion attribution. Often users will not react immediately upon seeing a display ad, but might buy through another channel at a later date.
Ensuring ads are rewarded for contributing to the conversion path will mean marketing budgets are distributed appropriately, and will give you a better assessment of ROI over various channels.
For acquisition focused display campaigns, we can establish a target CPA and create a performance metrics tree, just like we do with PPC.
Even with attribution in place, due to the speculative nature of display advertising it is likely to have a higher CPA than other digital channels.
Establish Target Demographics & Geographics
Like all forms of push marketing, establishing the profile of individual(s) you’d like to target and where you’d like to target them is extremely important. Excluding search retargeting and remarketing, there generally wasn’t a trigger or indication of intent to help target your advertising prior to RTB and programmatic buying. Now, in the programmatic arena, Jellyfish control the ad impressions that are purchased on an individual level and can use both technology to spot people who exhibit similar behaviours of a brand’s existing customer base, as well as purchasing data sets of non-exisitng customers who may be in the consideration period for our advertisers’ products.
We use all of the information available to us from the clients, algorithms and third party suppliers to determine our ideal demographics and geographic regions. This not only helps us with targeting the ads, it also helps us get the creative, messaging and tone of voice right.
Brainstorm Suitable Publishers & Data Suppliers
As part of the strategy we need to decide what advertising inventory and what audiences we would like to use based on the target audience and KPIs for the campaign. Although choosing specific sites is not at the heart of media planning and buying where RTB is involved the context of a site, the general demographic of it’s audience or the fact that it may be an environment where a brand specifically wishes to be seen are all still relevant to a campaign’s execution.
There are several ways to target your ideal audience and inventory:
- Target specific sites. Often we may create relationships directly with a handful of sites which attract our client’s ideal audience and appropriately represents their brand and proposition.In most cases, we would be buying reserved inventory. With reserved inventory we are able to buy in advance for a set price. This form of display buying is very similar to buying print space in a newspaper. We do however often have to pay a slight premium for the ability to choose which space we want, when we want it and how often we want it.The main benefits of buying reserved inventory is that we have full control and we are able to plan budgets and exposure much more easily.If done utilising Jellyfish’s RTB technology we can ensure that site-direct buys do not cannabalise remarketing activity or search activity.
- Target a particular audience. If we are interested in buying an audience, across numerous publishers, then we would engage our RTB technology and data partners to identify and buy these people.In this scenario we would mainly be buying non-reserved inventory which is where ad space is bought through an auction when it’s available but this can be made to work seamlessly with direct buys. Non-reserved inventory can be bought through either display networks or exchanges although the former offer no control and do not work well with other display activities.
- RTB Prospecting. Using Bayesian inference logic and other statistical models to find people who have the same or similar behaviour to existing customers or engaged audiences. This is often referred to as look-alike or overlap modelling but RTB executes this in real-time using an always changing set of algorithms as opposed to retrospectively analysing and then using rules-based planning for the next week, month or quarter’s activity, regardless of what may be happening in the meantime across the thousands of web properties campaigns can be executed
Determine Brand & Creative Messaging
Our main objective is to ensure that our creative route compliments the chosen audience, publisher sites and campaign objectives. We then create assets that exploit any existing brand equity and are consistent with any other marketing campaigns in the public domain.
A great analogy is to consider display ads like the posters you see along the escalators in the tube – people are moving by so quickly that you need to be impactful in order to grab their attention.
We aim to create eye-catching designs, with a strong and compelling headline. We try to keep messaging short, sharp and concise with a strong call to action where applicable. In this case, less is definitely more.
Wherever possible, we also try and introduce animation. Motion is a very effective way to grab attention. It also creates an opportunity to get potential consumers engaged with our clients’ brands right from the onset.
For the ultimate user engagement and interaction we can introduce games, roll-over functionality, expandable ads, data capture forms within the ad creative. Not to mention super-large formats and video ad units for brand campaigns. For direct response activity we can work with advertisers to produce dynamically optimising ads which can show the products a user was browsing. See some examples of our work here.
Determine Pricing Structure
We define the pricing model which best compliments the objectives of the campaign. There are predominantly three core pricing models to consider:
- CPM. CPM is short for ‘cost per thousand’ impressions (‘M’ being the Roman numeral for thousand). We would use the CPM pricing structure where the primary goal of the campaign is building awareness.
- CPC. CPC means ‘cost per click’. We would use the CPC pricing structure when the primary goal of the campaign is to drive traffic to a website or landing page.
- CPA. CPA stands for ‘cost per acquisition’. Not surprisingly, we would use this pricing structure if the primary objective of the campaign is to drive traffic to a website or landing page and complete some form of action.