Self-serve DSPs offer marketers intelligence and efficiency | Blog | BlisMedia

Let’s talk location.

Get original insights, informed comment, and thought leadership from the team as well as from our partners and customers, as we shape the market together.

Self-serve DSPs offer marketers intelligence and efficiency
Greg Isbister

With digital advertising budgets skyrocketing, marketers are seeking more intelligence and closer participation in managing programmatic campaigns for themselves to ensure the best ROI. Self-serve DSPs allow advertisers to not only access publisher inventory, but also target and track their campaign using a desktop interface. The convenience, ease-of-use and power of a self-serve DSP mean almost anyone with an internet connection can launch a digital ad campaign.

Media inventory has traditionally been purchased by trading desks or direct buying teams in media agencies, who partner with Demand-Side Platform (DSP) providers or adtech firms such as Blis, which couples its DSP with a big data targeting engine. But we have been seeing an increasing demand for self-serve DSPs – self-managed DSP user interfaces that give digital marketers more access to the entire media buying process, and ultimately gain more control over their media inventory. This should enable them to make better purchasing decisions.

Whatever you want, whenever you want

Self-serve DSPs have begun offering marketers and media buyers more campaign flexibility. Rather than relying on a platform partner to set up campaigns and make refinements, marketers can now put together campaigns of all sizes on their own, whenever they want, thereby streamlining the process and reducing back-and-forth communication. Increasingly, many DSPs are merging with Data Management Platforms (DMP) to provide a one-stop solution for data and insight.

Most self-serve platforms have been designed with the user experience in mind, which means that every important element of the campaign can be customised, be it the length of campaign, ad format, creative, bid amount, time of day or other aspects which match the client’s objectives. The ability to manage several campaigns across one single platform gives marketers better oversight over their entire media spend and ad performance.

Test, review, optimise

Experienced media buyers and digital marketers understand the importance of campaign testing and optimisation to ensure results are worth the investment. No campaign is the same and reception can differ based on audience preferences and behaviour, the time of the year and the time of day, design visuals and more.

With self-serve DSPs, marketers are able to test a variety of campaigns to identify the most effective digital ads at the best value for money. These platforms have made it simpler to try out different sizes for creative, ad formats, target demographics, locations and times of day. This intelligence can then be leveraged to optimise campaigns for larger scale ad rollouts.

Analytics at your fingertips

One of the biggest draws of self-serve DSPs lies in the ability to access real-time campaign data and performance metrics to gauge campaign progress and success. Marketers are able to access the platform on their own throughout the day to make any campaign tweaks, or extract data for analysis.

Most self-serve platforms offer the most important metrics, including impressions, click-through rates and others, which are important to ensure campaign success. Agency partners managing DSPs have often been responsible for this process, generally sharing analytics once a day unless otherwise requested. Marketers are now able to so as frequently as they like without external help.

Many self-serve DSPs have today been created for the wider marketing audience in terms of usability, and agency partners often provide support throughout the campaign. For marketers seeking more control, flexibility and insight to their campaigns, self-serve DSPs are an option worth considering, especially when more is required of digital marketers throughout the campaign lifecycle.

If you would like to find out more about running your campaigns across a self-serve DSP, talk to Blis. Contact your account manager or email us at hello@blis.com.

Tags: , , , , ,

Greg Isbister is Chief Executive Officer at Blis.

Comments (4)

  • Dan

    |

    Hi,

    Does Blis have a self serve DSP offering? If so, we would like to setup a time to speak to understand the supply you promote along with the fee structure.

    Thanks,
    Dan

    Reply

  • Elliot

    |

    This is a topic close to my heart cheers. Thanks

    Reply

  • Dan

    |

    Hi,

    We are would like to understand more about your DSP self serve offering, the supply you promote, the platform’s capabilities and the fee structure.

    It would be great to jump on a call or skype to understand more.

    Thanks,
    Dan

    Reply

  • borvest inkral

    |

    Great post and straight to the point. I don’t know if this is actually the best place to ask but do you guys have any ideea where to get some professional writers? Thanks in advance 🙂

    Reply

Leave a comment

Most recent blog posts
Meet, Greet and Keep: How Mobile Can Help Brands Throughout the Sales Funnel

Article

Meet, Greet and Keep: How Mobile Can Help Brands...

Our mobile devices give us more than just a way to call or text friends and family: Today, they are our maps, books, radios, and miniature shopping malls. We turn to them for news, entertainment and answers. And from dawn till dusk, we keep them at our sides like our most faithful companions.

So it’s no wonder mobile devices have become integral to an advertiser’s ability to reach their ideal audiences at every stage of the sales funnel. Here’s how brands can employ effective mobile advertising strategies to acquire, engage and retain customers.

Win Over New Customers

One of the best ways for advertisers to identify new audiences is to see where they shop. But without access to a competitor’s first-party purchase data or information about their website traffic, how can advertisers find this out?

Mobile devices provide the answer. By revealing where consumers go, mobile location data can tell brands which consumers spend their time browsing similar products at a competitor’s store. Let’s say Target wants to reach out to consumers who usually shop at Walmart. They can use location data to identify—then target—those who frequently visit the competitor yet still live near a Target store.

But brands need to be careful before jumping to conclusions about consumers. Real-time location data provides important insights, but they can be strengthened when paired with historical location data.

For example, just because someone visits a high-end boutique like Chanel, it doesn’t mean that person has the budget to shop there—they could just be browsing. How can an upscale fashion brand find out which of those Chanel visitors are actually potential shoppers? Here, historical location data can help. It can reveal, for instance, which of those visitors go to private airports a few times a month or regularly visit Giorgio Armani or Versace stores. Chances are, these consumers will be a better bet for the fashion brand seeking to acquire new customers.

Keep Them Interested

What’s the first thing you do when you wake up in the morning? For most of us, it’s look at our phones to turn off our alarms before checking the weather and scrolling through our Twitter feeds. And throughout the day, we continue to stare down into the faces of our mobile devices: checking the news on the train, sending an email between meetings, or watching videos from our living room sofas.

In order to engage consumers on the devices we use day in and day out, advertisers will need to serve ads that make sense for the consumer depending on where they are during the day. To do this, advertisers must first ask the question: What do consumers want to see on their mobile devices and when? Consumers spend a third of their time online watching videos, for instance, but they aren’t going to watch a 30-second video ad while walking down the street.

To boost engagement, brands can use knowledge about a consumer’s historical and real-time whereabouts to reach out at the time and place that will produce the greatest level of engagement. To effectively grab the attention of a consumer that’s out and about, a banner ad may work best. Later that evening, when the consumer is at home using a tablet or laptop, a longer video on a larger screen may work well.

Inspire Loyalty

How can brands make sure they retain the new and existing customers they’ve worked so hard to gain? They must first recognize and show appreciation for their most loyal customers.

Most advertisers identify loyal customers by looking at newsletter subscriptions and online purchase histories, but they may be missing other valuable customers who prefer to shop in stores. By identifying devices that frequently visit a brand’s store location, advertisers can make sure they are recognizing—and thanking—all their biggest fans. When an existing customer comes into a store a certain number of times, for example, advertisers can deliver a thank-you message—perhaps offering the loyal customer a generous coupon to redeem in-store.

Read more

Retailers’ Golden Ticket to Reviving Brick and Mortar Stores

Article

Retailers’ Golden Ticket to Reviving Brick and Mortar Stores

Interested in understanding how to connect mobile experiences to physical stores? Or how mobile can be the extension of a retailer’s store? Maybe you’ve wondered about the new Cost-Per-Visit metric? Look no further. Blis’ location data experts will be answering these questions on a weekly basis over the next few months in our ‘Retail Series’ which aims to equip retail marketers with the right insights and top tips to stay ahead of the game.

Following its decision to buy e-commerce company Jet.com last year, Walmart recently agreed to acquire Bonobos, a retailer with a strong online presence and generous shipping policies. If these moves weren’t sign enough that the physical and digital retail worlds are merging, Amazon’s acquisition of Whole Foods is the ultimate wake-up call.

Retailers everywhere are realizing that while brick and mortar stores are still critical, they’ll need a strong digital strategy to keep them filled with happy customers. Mobile devices are retailers’ golden ticket to connecting with consumers and reviving in-store shopping.

Understanding Consumers though Mobile

Whether they are going to work or going shopping, consumers carry their phones with them wherever they go. As a result, mobile devices provide retailers with a constant stream of valuable consumer insights. GPS and Wi-Fi data can tell retailers, for instance, whether a consumer is at a desktop at work, connected to Wi-Fi at home, or walking past a retailer’s store.

Beyond real-time location data, retailers can use historical location data to understand a consumer’s habits. For example, some consumers might visit a luxury jewelry brand on Fifth Avenue just to browse, even if they have no intention (or monetary means!) of buying. Thus, for that specific retailer, in-store visits may not indicate ideal customers. Instead, that luxury retailer can look at historical location data to identify their ideal consumers: perhaps individuals who frequently stay at the Four Seasons Hotel or regularly check in to exclusive country clubs.

But retailers shouldn’t rely on mobile data alone. By layering mobile insights with other valuable sources of data, advertisers can gain a holistic picture of their perfect audiences. Data collected from laptops, for instance, can reveal browsing histories and online shopping patterns; however, consumers won’t be opening up their laptops while shopping in stores. The trick is for retailers to match the data across devices to unique mobile device IDs. Only then will they gain a more holistic understanding of consumers and will be able to target or retarget them with products they are likely to go buy.

Driving Foot Traffic Creatively

Once they’ve gotten a clear and thorough understanding of their ideal audiences, how can retailers use mobile devices to drive foot traffic? Proximity targeting—delivering ads to consumers when they come within a certain distance of a store location—is a common approach. Retailers can maximize the power of proximity targeting by crafting unique and imaginative creatives.

For instance, advertisers can deliver ads to shoppers already in the area to tell them about an in-store sale, or offer them a coupon they can only redeem in person. Retailers can also deliver ads that feature a handy map telling consumers how to find their store.

Sometimes, targeting consumers when they are walking by a store may be a little too late. A QSR wanting to boost its 10 am breakfast crowd, for instance, may want to target consumers when they wake up around 7a and begin planning their day. Otherwise, the consumer has most likely already made their breakfast choice.

While there is no one-size-fits-all solution for retailers looking to connect with consumers and drive in-store sales, a strong mobile strategy is key. As the digital and physical worlds continue to blend, retailers must harness the insights and capabilities of mobile to reach their unique brand objectives.

Tune in next week to read all about how mobile is fast becoming the extension of a retailer’s store.

Read more

3 Ways Retailers Can Use Mobile for Effective One-to-one Marketing

Article

3 Ways Retailers Can Use Mobile for Effective One-to-one...

Today, mobile devices are like mini retail stores we carry around in our pockets: places where consumers can browse merchandise or place orders almost instantly.

But mobile devices also give consumers something they can’t get in stores: personalized marketing. Collecting data like shopping histories and browsing patterns, mmobile devices provide retailers with detailed insight into individual consumers and a means of communicating with them directly.

How can retailers use mobile insights and capabilities to craft effective, one-to-one messaging?

1. Get personal.

Today, consumers want—and expect—ads to speak directly to them. In fact, 74% of customers feel frustrated when their online experiences aren’t personalized.

The easiest way for retailers to personalize content is by harnessing their first-party data. If a customer purchases a dress online, the brand can use what they know about her (her fashion interests, browsing history and email address) to customize subsequent content. For example, the brand can serve an ad via email that suggests a pair of shoes to go along with the new dress.

With CRM data, the retailer can see what the woman bought online, but do they know what she’s purchased elsewhere? Or what she does when she’s not shopping? This is where location data comes in. Retailers that layer location-based insights on to other sources of data can get to know where and when consumers shop at brick and mortar stores. They can also identify other behavioral patterns, including which day of the week and time of day they like to go shopping—data can enables greater levels of personalization.

Let’s say a CPG brand wants to reach out to a previous customer who hasn’t been seen in store lately. The marketers can use their knowledge of the consumer’s daily commute to deliver the ad just before he leaves work, suggesting he stop by on his way home. They may even offer him a discount on the product he previously purchased.

2. Market to individuals, not devices.

Once retailer marketers have identified their ideal audiences on mobile, they shouldn’t see phones as the only means of communication. Consumers own an average of 3.6 connected devices, so retailers should communicate with consumers across the devices they use, including tablets, laptops, desktops and addressable TV.

However, if a retailer sees a user reading political news on the tablet all day but watching cartoons in the evening, it might not be the same same person. With families and partners sharing devices at home, marketers need to make sure they are constructing nuanced consumer profiles across devices in order to reach out to individuals, not just devices.

3. Don’t be creepy.

Personalized, cross-device marketing is on the rise in part because consumers are increasingly willing to disclose their data to retailers. After all, purchase histories and location data are essential for useful or interesting ads.

But how retailers use that data is key. Consumers want to feel understood, but they don’t want to feel like ads are invasive or drawing on data that’s simply too personal and private. Marketers need to make sure they aren’t crossing any personal boundaries or making consumers feel uncomfortable.

If marketers want to turn heads or, more importantly, turn consumers into buyers, they’ll need to do more than blast out generic ads to the masses. When retailers personalize ads with these three tips, they’ll see huge improvements in campaign performance.

But how, exactly, do they measure these improvements? Find out next week when we assess the best metrics for retailers.

Read more

© Blis 2017 | Registration Number: 06455773 | Privacy