How to Win Despite Increased Competition
Q4 is fast approaching and with it, the yearly surge in advertising spend. Dollars have been quickly shifting to programmatic and mobile which points to growing adoption and the entry of more advertisers to the space. These companies are all trying to get in front of their most relevant audience and bidding on a set amount of quality inventory.
eMarketer estimates nearly four of every five US digital display dollars will transact programmatically by the end of in 2017, totaling $32.56 billion. The bulk of this spend happens in Q4 and as we enter this competitive season, demand for quality programmatic inventory will increase. In fact, some businesses even save all their budgets to spend in Q4. Some advertisers also shift parts of their budgets toward direct deals to place their ads on specific sites.
There’s also an industry-wide flight toward quality inventory. Like Simpli.fi, most companies in the programmatic space are focused on combating ad fraud and bots as well as delivering performance on KPI’s like viewability. This general cleansing of the ecosystem is good for everyone and does result in less, but higher quality, inventory.
As a result of increased competition and the flight toward quality inventory, we’ve identified a few best practices for Q4 campaigns.
Q4 Best Practices
Here we’ve compiled four best practices related to Q4 for advertisers to consider in order to see the best delivery and performance.
Tip 1: Expect Higher CPMs
Due to increased demand and competition, Q4 historically sees the greatest lift in CPM. This year, given the converging trends and high demand on inventory, we believe advertisers should plan for increased CPMs. Our Client Success teams are working closely with clients to ensure they reach the highest quality audiences.
Tip 2: Leverage Whitelists
Maximize your spend and use whitelists to ensure your ad is shown only on pre-determined sites. Through Simpli.fi, clients have access to hundreds of thousands of publisher websites and apps. While every site and app we serve on is approved and verified for brand safety, advertisers can use whitelists in order to deliver ads on specific sites and apps. In addition, you can curate specific apps or websites and allocate all or some of your campaign budget to achieve a share of voice on these domains.
When building custom whitelists, it’s important to let performance data inform what sites you select.
Tip 3: Creative Best Practices
When developing creative for your campaigns, keep these optimal unit sizes in mind. We recommend including as many creative sizes as you can because you can win inventory on good publishers at a lower price with alternative sizes. That said, the top optimal sizes for desktop, mobile and native are listed below. Lastly, remember to submit your creative early. We recommend one week before campaign launch.
Tip 4: Leverage the Power of Mobile
Consumers are using mobile more and more to connect, research, play and shop. For the 2017 holiday season, eMarketer forecasts continued convergence between physical and online shopping, with more mobile ads driving foot traffic. Advertisers of all types and sizes are also increasingly demanding attribution models that show how ads served on mobile devices influence physical visits to stores and other locations.
Companies like Simpli.fi are answering this call with measurable and transparent solutions. Recently Simpli.fi announced Geo-Conversion Lift, an upgrade to our industry-leading Geo-Fencing with Conversion Zones solution. With Geo-Conversion Lift, advertisers gain a clear view of how effective their geo-targeted ads are along the path to purchase.
With Q4 fast approaching, our Client Success teams are working diligently with clients, discussing recommendations and taking actions to ensure quality of inventory as well as delivery and performance in the pivotal Q4 season. Are your Q4 campaigns set up for success?