What UK retailers need to know about overseas programmatic campaigns
Many brands may imagine that programmatic ad networks differ from region to region, and would be concerned about how running overseas campaigns with real-time bidding (RTB) networks would work effectively for them.
The truth is that amongst the regions where RTB and programmatic campaigns work – those with a high technology/mobile penetration – the approach and the data available is mostly the same thanks to the ubiquity and global scale of programmatic technology.
Using cloud-based infrastructure, such as AWS, is very important as they have the technology to ensure auto-scaling up and down with ease. Working with data centres placed around the world is also advantageous as it helps reduce latency based timeouts between the trading.
Trying to handle a large amount of volume of bids from a territory that is a significant distance from your bidders will increase the likelihood to timeout and lose the bid. For example, if you only had bidders in the UK and wanted to bid on and serve an ad in New Zealand – the ad request would have to travel from New Zealand, to the UK, and back in less than 200 milliseconds – not impossible, but challenging. Ensuring you have a data centre in APAC would help reduce any risk.
Location players like Blis have even more to consider as they require more time to process, analyse and determine the location of the device – all before decided to place a bid or not. Again – all this must be done in less than 200 milliseconds.
This means that a brand can run an overseas campaign from the UK in much the same as you would run a local one here.
Just like in the UK these networks will not share consumer data with you directly, but instead use their own innovative tracking and consumer profiling techniques, factoring such things as location, browsing history and more to create audience profiles which you can then target with creative ad formats.
For a UK retailer looking to target overseas customers, a RTB network could offer an audience profile which includes things like “visits English-language websites”, “has shown an interest in UK brands” or even for more advanced location tracking platforms like those offered by Blis “has visited the UK recently” or “has visited locations associated with the local UK community in the region” – all of which may indicate a higher level of interest in UK exports. Consumers, exposed to the ad, who click through to the brand’s landing page, can then be developed within that brand’s CRM database.
Programmatic advertising’s importance to prospective exporters should not be underestimated, and many marketers are already seeing the sales benefits that overseas programmatic campaigns can provide. However, potential exporters planning to take advantage of these benefits should take care to choose the right provider. Companies that provide RTB services, can have completely different ethics, methods, and data collection techniques. Some companies can provide highly accurate location and device tracking data, which increases the accuracy of its audience profiles, and others will take a higher-level approach. It is important for potential exporters to apply due diligence, ask about company approaches and technology and run sample campaigns, just as they would when executing a campaign at home.
Tags: Blis, programmatic, Retail, RTB