During the past time, media buying was a complex process that requires plenty of time. However, today, it just requires shifting layers and multiple actors. Since there are numerous benefits of this particular product placement, you will be able to use it and implement it in digital marketing too.
If you want to become a media buyer, it is important to understand a few things. We will present you things you should understand before you become a prominent buyer:
You Should Always Optimize It
The first and most important part to understand is that you can seek the better performance of your ad through optimization. Have in mind that when you purchase programmatic media buying, you will get it for default.
For instance, you should always make sure that you or your partner is blocking domains, shifting frequency and changing bid sizes along the way. If you were to imagine a perfect world, media buying should be an automatic process.
The advancement in technology brought us to the point where we have programmatic algorithms that are improving as time goes by and becoming much quicker than humans become when it comes to refining ad performance, or setting is the way should be. Click here to learn more about programmatic algorithms.
Always make sure that the person who creates and sets your campaign that he sets right parameters because that is a vital way to improve your ad and media buying.
Safety of Your Brand Should Be the Priority
You do not want to reach the bad brand safety because that will mean that you will expose it to inappropriate content. Since this means that, you created a wrong media buying that could easily damage your brand reputation and awareness.
It does not matter if you choose the unsafe environment or something that does not go close to the content you implement it. Imagine that you have clothing brand and you use video promoting ISIS to children. That is a brand security fail. Check this website: https://www.adweek.com/digital/whats-the-state-of-brand-safety-in-2018/ to learn more on brand safety.
In general, the fewer layers of media buying, you will have the better inventory and more secure performance. The environment is the main thing that matters especially to your potential customers. It is a great challenge if you want to become a media buyer.
Nowadays, there is a drive for people that tend to make black and white lists that will help you find what goes with it. You should understand that key consideration that will help you reach more audience is buying environment. If you place a brand in an unsafe environment, you will create havoc for both your agency and brand.
You Should Avoid Fraud
Have in mind that automation of programmatic ads means that you will not see any always where your ad will appear, which could lead to ad fraud. It means that less you pay the lower quality of ad will be in the inventory, which is a bad thing if you are starting as a marketer.
At the same time, you will be able to avoid some frauds, but everything depends on your media-buying partner. For example, think about domain spoofing, because someone will provide you with the possibility to appear in Financial Times, and you will pay a significant price to get there.
Black Boxes Do Not Go Well With Transparency
Have in mind that the rise of black box will increase over the years. The transparency is the way to kill the way to get into the fraud. Since everything is digital, clients tend to get confused with the thing that they will get in return.
If you do not know what black box is, you should click here.
That is the main reason why clients want to find evidence and to see where they are spending money and everything that goes behind the curtain. It means that they require control, and it will reach the point where brands will take ownership of media buying, or they will have extra control when compared with past times.
In the past, advertisers have delegated tasks to people in agencies, while now media is too important so it will require comprehensive discipline, which is a revolution that is happening.
Measurements Will Improve
The main factor for media buying is to check how to measure ad performance. Similarly as mentioned, some advertisers will find themselves will numbers that are confusing, and even after closer inspection, they will not be as accurate as other types of advertising.
The main standards are click-through rate, viewability, and impressions. You should maintain metric guidelines and understand that some agencies will have their standards that will not be the same as yours. This particular problem can create massive confusion, which wills open doors to brand safety and various frauds.
Click-through rate is important way of measuring marketing effectiveness, and you should visit this link: https://www.wordstream.com/click-through-rate for more information.
However, we can see the light at the end of the tunnel, because we are finding a new perspective when it comes to measurement that will be connected with the third party. Professional eyes will track user engagement and display everything in metrics so that you can rest assured.