With the continued growth of mobile marketing comes a growing tracking and attribution problem. Cookies and tracking pixels have been the standard for measurement and attribution for close to 20 years, but what do we do now that cookieless mobile accounts for more than 50 percent of traffic to commercial websites?
Independent ad agency RPA takes the approach of connecting brands to audiences across all screens, rather than breaking campaigns out into mobile, online, social, etc., according to Mike Margolin, SVP and director of audience strategy for RPA. It’s important, he says, to shift the focus from channels to audiences, and then measure success across all channels, not just mobile. “Once the audience is at the center,” he says, “Cool things become available like cross-device user IDs and controlling messaging frequency across screens and devices. As more internet protocol is a part of the ad delivery process, the ability to do cross-device and cross-media targeting increases.”
Many vendors are innovating to solve this problem and, according to Margolin, a lot of this innovation has taken place among remnant ad networks. Now, though, the bigger ad networks are getting in the game, helping advertisers to track and measure cross-screen campaigns.
What do we do now that cookieless mobile accounts for more than 50 percent of traffic to commercial websites?
Campaign for Quickbooks Software
For Intuit’s Own It campaign, targeted to small business owners, RPA is using TubeMogul to serve video ads on both premium publishers like MarthaStewart.com and non-premium ad networks including RocketFuel.
The campaign, designed to create a favorable impression of QuickBooks software, is a series of videos showing how small business owners are “owning” the management of their companies. TubeMogul provides a unified campaign management platform. “We might want an individual to see our ads no more than 10 times, across the entire campaign,” Margolin explains. “It also allows us to do message sequencing. On an individual user level — on both premium and non-premium inventory — we can show an individual user a [specific sequence of ads]. We can also test to see what’s the optimal sequence and frequency in driving a conversion further down the road.”
More and more major clients are embracing programmatic buying and, as importantly, they are keen on keeping the data obtained through their digital buys all to themselves. Mondelez just announced a global online video partnership with TubeMogul (press release). The partnership aims at optimizing Mondelez International’s online video advertising strategy – including media planning, buying and ad serving − using TubeMogul’s software. Interestingly, the partnership takes place directly between the platform provider and the client and not with Mondelez’s media agency (Starcom Media Vest), although the agency will be involved.
Why would I not buy media in a way that I can get data back and use it to make smart decisions?
Kimberly Clark and Kraft are two major CPG’s that are also working directly with DMP’s, DSP’s or other digital platform providers (in the case of Kraft it is DMP Turn). Both company’s programmatic platforms also include the U.S. Hispanic market.
Focus on U.S. and Canada
Regarding the Mondelēz International – Tube Mogul partnership, it reflects the growing trend of utilizing programmatic buying to improve online video effectiveness. Mondelēz International will debut the use of the software in Canada and the United States with potential expansion to additional markets in Africa, Asia, Eastern Europe and the Middle East. Mondelez allocates about U.S. $200 million annually to global marketing, and 25% of that spend goes to digital advertising. The company -which owns more than 40 snack brands including Oreo and Wheat Thins- estimates that the digital ratio will grow to 50% by 2016, the majority of which will be devoted to video. Latin America is not a priority for now in Mondelez programmatic expansion. As Annika Blockstrand, Regional Media Director for Mondelez International recently told Portada, “currently, in Latin America Mondelez on average allocates between 8% and 9% of its overall media budget to digital media.” For 2014, the objective is to increase that ratio to 15%. The share of that spend that is used in programmatic is very low still in Latin America.