B
rands have more channels to digitally advertise than ever before. Search Engines, Social Media Platforms, Mobile Applications, Major Media Websites of every Vertical, Blog Sites, Video Players, Email Platforms -- everywhere consumers and B2B prospects visit online, Brands can actively place advertisements to deliver marketing goals with complete performance analytics.
AD EXCHANGES
Buying display, mobile, video, native, and social advertising placements on digital ad exchanges provides a 100% fill rate of publisher ad inventory, but buy all placements occur at a highly discounted rate.
Ad Networks then sell ad campaigns to brands, that run on vertical channels of sites and utilize powerful targeting technology. Thousands of Ad Networks then trade Ad Inventory on Ad Exchanges to source and sell excess inventory at further discounted rates. It is the most cost effective place to buy ads at a wholesale rate and allows Networks to add a significant margin, while still offering ads at market value.
PROGRAMMATIC REAL-TIME BIDDING
Often referred to as Artificial Intelligence, programmatic platforms produce highly efficient digital results. Using this technology, ads can be placed across Ad Exchanges and measures which audiences and sites/apps are performing the strongest. Ad impressions to the users that are producing the strongest conversions are scaled up and non-converting audiences/sites are phased out in Real-Time.
Millions of Targeting filters, including Day/Time per geographic, are analyzed, to identify and engage users that are directly in-market for a specific advertisement based on their demographics and digital behavior. Bidding for these audiences take place, for every ad impression as web pages are loading for each user and the most relevant bidder is selected to serve an ad.
Optimizations take place thousands of times per second, to determine which bids are made next to fit the algorithm set in the programmatic technology. Human monitoring and optimizing takes places several times a day, in addition. This channel allows for full transparency of sites, the lowest rates, and the strongest results. It is one of the fastest growing sectors in marketing, and envisioned to be the way all advertising will be bought in the future.
Through strategic partnerships with digital advertising agencies, StarNet Solutions is able to connect you with this exciting new source of traffic. Contact us today for more information. The following two case studies present in-depth data and statistical outcomes of two recent media buying customers.
Targeted Media Buy -- Case Study 1
INITIATIVE
Client spends significant budget on Search Ad Placements and is looking to scale lead volume, while dropping CPC and CPL levels. Recommendation: Programmatic Display campaigns for lowest CPLTARGET MARKETS
$100k+ Household Income, Republican, Active Investor, and Info Requester
CONTENT VERTICAL
Finance, Investing, Business, Politics, and Premium Sites
KEY PERFORMANCE INDICATORS
Stronger Metrics and High Quality, converting leads
COST PER ACQUISITION GOAL
$85 (Average CPL from Search Ad Campaigns)
SOLUTION
Requested proposals from various vendors and selected an aggressive direct response program via display channels from an Ad Exchange that has access to over 99% of display impressions onlineCONTENT
Finance, Investing, Tier 1, Business, Politics, and Real Estate Sites
DISTRIBUTION
Ad Exchange leveraging wholesale Ad Network CPM Rates via Demand-Side Platform
TARGETING TOOLS
Age, Gender, Geo, Household Income, Behavior, Time/Day, Site Optimizations
PERFORMANCE TECHNOLOGY
Programmatic Real-Time Bidding Technology to scale converting audiences
RESULTS
Campaign significantly beat all performance metrics performed from Search Ad Channels, including CPC of $1.04 and CPA of $85. Client also expressed that lead quality was of equal or better value.
IMPRESSIONS
- 22,697,941CPM
$0.54CLICKS
- 15,356CLICK-THROUGH RATE
- 0.17%COST PER CLICK
- $0.78COST PER ACQUISITION
- $49.58CONVERSIONS
- 242Targeted Media Buy -- Case Study 2
INITIATIVE
Popular eCommerce site looking to develop new sales channels and test display advertising. Company has seen little success using Google and Facebook, but has significant Instagram audience.TARGET MARKETS
Brands based fashion shoppers
CONTENT VERTICAL
Fashion, Womens, Lifestyle, News
KEY PERFORMANCE INDICATORS
Traffic, Engagements, and Sales
COST PER ACQUISITION GOAL
$25 (Average Order Value of $50)
SOLUTION
Requested proposals from various vendors and selected an aggressive direct response program from an Ad Exchange that has access to over 99% of display impressions onlineCONTENT
Fashion, Womens, Lifestyle, News, and Remarketing site placements on both Mobile and Desktop
DISTRIBUTION
Ad Exchange leveraging wholesale Ad Network CPM Rates via Demand-Side Platform
TARGETING TOOLS
Age, Gender, Geo, Behavior, Time/Day, Site Optimizations
PERFORMANCE TECHNOLOGY
Programmatic Real-Time Bidding Technology to scale converting audiences
RESULTS
Client was very excited to see a Return on Investment from 1st display campaign, which significantly surpassed every goal metric, particularly CPA Goal of $150 (50% of average order value)
IMPRESSIONS
- 9,910,809CPM
- $0.40CLICKS
- 24,994CLICK-THROUGH RATE
- 0.25%COST PER CLICK
- $0.16COST PER ACQUISITION
- $10.43CONVERSIONS
- 384Source: Digital Niche Agency -- www.digitalnicheagency.com