The proliferation of digital technology gives businesses a diverse new set of tools to reach, engage, monitor, and respond to consumers to an unprecedented degree. The aggregated and voluminous digital data can also be leveraged to better target specific consumer segments. Following the Digital Marketing Channels: The Landscape, this course aims to give you a deeper understanding of core processes of planning a digital marketing campaign and the role of various digital channels in an integrated marketing communication.
Interviews: AMOBEE Executives
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From the course by University of Illinois at Urbana-Champaign
Digital Media and Marketing Strategies
1135 ratings
University of Illinois at Urbana-Champaign
1135 ratings
Course 5 of 7 in the Specialization Digital Marketing
From the lesson
Online and Video Marketing
In this module, you will learn how and where to place your online advertising, the process of producing successful online videos, and paid, earned, and owned methods of promoting online videos.
Meet the Instructors
Mike YaoAssociate Professor of Digital Media
Charles H. Sandage Department of Advertising
[MUSIC]
Roney: So, it would depend on whether we were talking to the brand or the agency.
Oftentimes we work, or we've worked with both, so
if we're working with an agency they're already doing a lot of the strategy and
the planning for the brand and oftentimes working in the digital space.
It's just about trying to understand their goals and objectives,
their KPIs, as we often call it, key performance indicators.
Understanding those, really listening to what they're trying to achieve and
then consulting with them on how we could best help them achieve those goals.
Habib: It's come a long way in the past 2-3 years, but
there's still a lot of energy required in being ready to have a full team that's
dedicated to programmatic only.
I mean, you can go to a media planner at an agency today and
they might plan all-digital, they might plan TV, they might do everything.
But what we're trying to see is that you need a specific program on your team just
because of how complex and how much time it takes to go into the programmatic
space of having someone that's solely focused on the DMP.
And making sure that data ingestion is happening, making sure that they have all
the data flowing in and out of the console as it should be,
someone on the DSP side so that they're optimizing the campaigns,
they're pulling levers as needed,
and then someone that's analytics side that's going in and
Roney: pulling reports every week or ad hoc reports for the client.
We've worked really well and
are continuing to work really closely with any brand within the CPG Vertical.
Because of the nature of the types of targeting that they're trying to do and
the types of campaigns that they're trying to run online.
As well as the rich data that they tend to have about their buyers,
shoppers, CRM databases.
That tends to work really well for us.
So, we work with a lot of the major CPG companies out there.
We also work well with automotive.
So, that's a little bit more complex,
both of these are more complex.
People don't necessarily buy cars online.
So,
there's some additional measurement that has to be done there.
I would say that we work with a lot of Fortune 500 and
we work with the next range too.
If you're a smaller company
that has a smaller budget, we're probably not the right answer for you.
There's other companies out there that would be a better fit.
Just because of kind of the breath
of what we do.
[MUSIC]
Roney: We have a database of user IDs and events that we maintain and
use to help identify the right users across the space.
So, when a client, for example, brings on their CRM data,
they take that offline data, we use a matching partner to bring that online.
We then know who those users are online and
we can target ads to those users based on that audience.
Habib: There's a couple of partners in this space that offer Return On Ad Spend
studies. So,
When you think about it online, you can do an e-commerce approach where
you're seeing someone put a value into their shopping cart.
And you can measure that yourself, but if it gets a little bit more tricky
when you're trying to map digital ads to see if they drove an offline sale.
So, there's companies that have access, Nielsen, Oracle,
they have access to purchase data and they also have a panel households, so
what they'll do is they look at houses that were exposed to ads.
And they see if there was a lift in sales to those households
compared to households that weren't exposed to the ad
to see if they bought more of that product.
Or if there was an increase in household penetration,
and you can start to measure returned ads in that way.
Roney: The idea of privacy is really important to us.
It's something that we take very seriously.
Turn Amobee doesn't allow for any PII information.
PII, meaning personally identifiable information.
So, names, addresses, phone numbers, anything that relates back to
an individual in an identifiable way is nothing that would ever touch our systems.
So, we were working with a major retailer that specializes in kind of the luxury end
of retail and they were really interested in understanding
the consumer's behavior on their page.
So, were consumers that were buying accessories, purses, bags, shoes.
Were they also buying clothing?
T-shirts, shirts, pants, what have you.
And how could we watch the behavior of a user on their site,
and match that up to their purchasing behavior to then take that insight and
drive a better campaign targeting solution for them?
So, we did this cool analysis where we looked at how a user was engaging with
their site and where the parallels were in terms of their shopping behavior.
Did they buy men's shirts and women's shirts but no accessories, for example, or
if they bought shoes were they likely to also buy bags?
And then we used that to then tailor their messaging.
So, maybe we then showed them if they were interested in shoes and bags,
we then showed them a creative with shoes and then followed that up with bags.
[MUSIC]
Roney: I would say that it has evolved over time.
So, in the beginning, the technology company was brought in as the expert and
the agencies were sort of forming what they termed agency trading desks.
To really specialize in this programmatic area
because it was really unknown at the time.
When I started here we were working very closely with trading desks and
doing a lot of the consultation with them.
As brands have gotten smarter and as they've realized that more and more of
their dollars need to go into programmatic and to invest in companies like Amobee.
They have started to come closer to the tech.
Habib: What we love is, we call it a three-legged approach,
we have us, the agency, and the brand all working together.
And the best results that we've seen is when someone uses Turn to its fullest
extent, meaning they're using the DSP, the DMP, and DataMine.
That the client is willing to invest and have people become,
basically have their own logins, come into the account.
Start running campaigns and managing pulling insights, optimizing campaigns,
having a whole team dedicated to that.
And then Turn, us, being there to help guide and provide guidance and push them and
point them in the right direction.
And keep bringing in new strategy, new data, fill in the missing pieces, and
help them achieve better efficiency and better use of their media dollars.
Roney: We're in kind of a beta phase of a very cool offering for
our CPG clients that we're just rolling out this year.
Where we're actually able to take offline data and
measure in a much more real-time fashion
the purchasing behavior of consumers, which is something that used to take
weeks and months post campaign to understand is now something that.
Some of partners are making available mid-campaign which is changing,
really changing the industry for CPG.
So, it's continuing to evolve,
it will continue to evolve, just like it has over the last eight years or so.
Habib: You're going after a certain user set, right?
So, if you're Kraft, you want moms 25 to 54, and you want moms that
are purchasing quick recipes, that are purchasing Kraft products,
that are looking for things to make dinner easy.
And you can do that for a site direct buy, so you could go directly to Yahoo.
You could go directly to certain publishers, like Women's Health.
And you can do a site direct deal with them.
And you're going to index against a certain set of those users.
But, when you come to the programmatic space,
you could start getting more granular and getting more precise.
So, getting an actual user pull of those audiences and
then finding them out where they are on the web.
And then you're going to get more efficiency.
So, that's really programmatic.
For me, it comes down to it's an efficiency play.
You're going to find that user and maybe you paid a $20 CPM for
that person on Women's Health, but we can find them for $3.50 on this other site.
It's basically like the client gives you a million dollars and
maybe in the past you did site direct deals.
And you served X amount of impressions, hit this many users,
when you bring that into the programmatic house, you're going to get more efficient.
You're going to get many more impressions,
you're going to be able to hit those users and frequency cap them and
reduce the media waste and improve the return on investment for that brand.
[MUSIC]
Roney: So, I would say back in 2009, 2010 when I moved into this world.
Programmatic was still thought of as sort of a second-class option.
It was remnant inventory, it was a way for
publishers to benefit from unsold inventory or unsold advertising.
And so, they were benefitting from putting it out into an auction and
allowing advertisers to bid on that at a cheaper price.
Because at least they were getting something from it as opposed to nothing.
That has shifted greatly over the last 6, 7, 8 years.
We now have major Fortune 500 companies investing major dollars
in programmatic because of how far the technology and the capabilities have come.
So, back then, there wasn't as much inventory available and
it wasn't thought of as very quality inventory.
It was the remnant
kind of unsold stuff that you could get for a cheaper price.
Today, there's a lot of publishers putting quality inventory out into
the marketplace, which brands want to capture and capitalize on.
There's also been a huge shift in the targeting
that's available within our space, so data has come to the forefront.
The ability for a brand to take their offline data,
their CRM database, and bring that online and
find those users across our OmniChannel offering is very valuable to clients.
In addition to that, the ability to do analytics and
to really drive insights across the board, across your marketing program,
and your digital marketing program has been really well-received by
brands allowing them to invest even more in technology companies like Amobee.
Laredo: So, we've pulled back the veil enough on the ecosystem and on the agency side.
I mean, the agency side has been going through a lot of heat about transparency
and I think that'll happen even more on the technology side.
Not just how much are you charging and how are you making your money, but
what business practices do you have in place?
What are the ethical business practices for this type,
not just on handling someone's identification, but
on how you're actually doing that and how you're selling it to the customer.
Customer being, like, the brand.
I would say that the way I think that this is going is that everybody wants to, again,
have that holy grail of I understood,
what are the right patterns in which I engage my consumer.
Online, offline, in paid and
non-paid media, in any way, in stores, etc.
And how did it drive volume, how did it drive sales for me?
How did it influence my bottom line?
And, the technology as it stands right now across the board
can offer pretty close to that.
When we think about artificial intelligence and how fast that comes
put some of those people in this industry and we make it happen.
Contracts are standing in the way, technology isn't standing in the way.
And so, in terms of making that holy grail happen,
it's 100% within the possibility of the next couple of years.
But what then happens is how valuable is this?
I think we'll get to a place where it's like,
how do you invest in this technology?
How do you make it yourself?
How does your brand run its business on it?
Do you have huge partners that you pay lots of money for or do you go and
develop it yourself as a brand?
Agencies have been trying to develop it themselves but
there are really, really smart companies that use already a ton of algorithms.
I'm sure you know, they're ones you use all the time that make suggestions for
what you should say, or what you should buy, or what you should watch?
They certainly have the capacity to do some of these things.
They just don't have the relationships.
They don't have the relationships with the data.
They don't have the relationships to the technology provided yet.
But I think it's going to move further and
further into the brand with the agency to operate it.
So, the agency changes its role.
The brand becomes the technology.
And that is the only way that they can offer
full transparency into their investment.
Control how the investment
is developed.
And then also make sure that they're getting the most out of their dollars that
they're putting in and understanding their consumers the best way possible.
Habib: When you have a branding play, an awareness play,
you want someone to look at your product to consider buying it, right?
Top of the funnel, let's think about maybe I'm going to purchase this new car, right?
For that, no, you'd want to have the biggest reach,
cast the widest net possible, and reach the most people.
When you start talking about selling a certain product and
you want to like move products off shelves and you're doing that online,
that's where you want to get the message in front of that person all the time
because maybe someone's like, there are obviously,
they have the intent to go buy something.
And we can recognize that through various signals that we're pulling in.
And you want to constantly put that message up, right?
It's the classic, like, you go look at a pair of shoes, then you go to a website
and they're right there and you're like yeah, I want to buy these pair of shoes.
Right, so it's constantly, kind of putting that message at the right time and
the right user.
Seeing that ad and then, seize that moment.
Seize that moment and goes, let me go buy these shoes now.
Roney: There's many different devices that consumers have at their fingertips.
Within each of those devices are different media formats available for
marketers to serve advertising to.
So, it could be a banner ad on a website that you go to.
It could be an ad that pops up before you watch a video on your phone.
It could be a homepage there,
a full-screen takeover that pops up on your iPad.
And so, the ability for a tech company like ours to work with
brands to show a cohesive experience to that consumer is really important.
The ability to find that consumer across all of these
devices is becoming more and more important.
Brands don't want to understand how Joe is interacting only on his
laptop when he's also getting messaging on his iPad and his phone.
And so, OmniChannel basically means the ability to serve ads across devices, and
across media formats, across channels to the same user in many different areas.
And that's really what brands and agencies are pushing us to be able to do.
Because they want to understand the full consumer picture.
And the want to see Joe everywhere, not just on a singular device or
a singular channel.
[MUSIC]
Roney: So, I would say, get to know marketing while you're in school.
Really understand the concepts that marketers care about and
learn a little bit by vertical.
So, it varies by vertical and I think it's important to have some of that context.
I also think that keep an open mind about where you end up in your career.
There's a lot of different options when you're talking about programmatic.
We tend to sit on the advertiser side.
But there's a whole publisher side of this as well that's very interesting.
But at the end of the day, I think it's cool because you get
to work with a brand and really shape their go-to-market strategy and
help them achieve their goals and objectives.
So, that's kind of the marketing side and the other piece of advice I think I would
give is be open to working in a constantly evolving, dynamic space.
And don't put too much pressure on yourself to keep up, because nobody can.
It's moving so fast.
But learn all you can, read all you can, and if you want to work in a very
fast paced dynamic environment, this is a really good fit for you, for that person.
Habib: I think the biggest thing is networking, go and
meet as many people as you can, don't be bashful.
I think that helped me get into digital.
My first job was actually in print, not in digital.
And through networking I was able to meet people, then meet more people, and
then get a job in an agency.
And without those connections, I probably would have not ended up in a digital space
and ended up still in a print shop and being miserable.
I think networking is the biggest thing, and don't be scared.
People are always more than happy to have you shadow them, have you come in,
to always talk to you.
I found that everyone is always willing to share what they know with you.
Laredo: Wanting to get in it will be a lifetime of learning.
So, you need to be ready to use the skills that you're probably kind of using or
in some cases, really using right now at university.
To be the most successful.
You need to do your research, you need to keep up on the trends, you need to read
the trades, you need to understand your clients, you need to understand marketing
in order to be the most successful.
I think that more tactically,
it's really important that you embrace things like writing code.
I took CS 105 which is probably still a course and I learned a mouse trap and
I'm pretty sure like I bought someone some pizza to help me to do it.
And at this point I wish I knew how.
And then multiple languages is great as well.
Because as this technology takes off and goes within brands
this really becomes a global opportunity for whatever you're doing.
So, in order to be the most marketable to get into this space,
having those kinds of skills is important.
And then I also, going back to my first point this curiosity,
this passion, and this desire to learn.
It's not something you learn and then take tests every 3 years,
no offense to the careers that are like that.
Because I certainly wouldn't be great at those.
But it's a constant learning journey which is exciting, but it also can be exhausting.
So, you just need to be in the mindset that this is going to be an ongoing
development throughout your career.
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