ADOTAS (4th of 5 parts) — Marketers and media planners who run programmatic campaigns across multiple channels may experience what I call the “non-transferable” pain point. When good display advertising performance does not transfer over to mobile, or mobile to video, there is an addressable reason for this. Either the platform lacks the ability to merge data from one channel with another, or the campaigns are running on multiple platforms that do not easily integrate data with each other.
This concern applies to all channels – traditional web, mobile, video, and social media – no matter which channel you begin with or which one you are switching to.
Programmatic partners need to be knowledgeable in the practices, regulations, and technologies used for serving and tracking ads across each of these channels, with different publishers and exchanges. When marketers and media planners have a base understanding of how this works, they can find partners with the ability to avoid this conundrum.
Not only do consumer IDs vary from one channel to the next, but they also differ from one device to the next, and even from one browser to another on the same device. On tablet and mobile specifically, many applications use different ID systems than browsers, and applications for device manufacturers will vary as well. There are a few systems that tie these various IDs together, but their effectiveness varies from 10 to about 25 percent. Frequently the various IDs for a single user cannot be linked. Think about a user who engages with a golf ad on his iPhone. The golf brand has little chance of tracking that specific user, but it is possible to target lookalike consumers with an online display campaign. The challenge is to transfer learnings from mobile to online display.
There are some plain tracking truths that are important to keep in mind from an advertising perspective:
- Email rarely supports cookies.
- Twitter does not support cookies.
- Facebook as an app does not support cookies, but Facebook in a web browser does.
An experienced programmatic partner will be able to take advantage of or work around complexities like these, as well as consult with you about the best road map for any given campaign. Increasingly, inventory is available that can be tracked across channels. However, where actual cross-channel tracking is not possible, your vendor should be able to apply the insights gathered from a campaign in one channel to targeting for another. This also applies to multiple campaigns running simultaneously across several channels. It is advantageous to be able to transfer learnings immediately and seamlessly from one channel to another. If a clothing brand, for instance, learned mid-way through a display campaign that most of the conversions came from single women in their thirties in a higher income bracket than the females in their mid to late twenties who were originally targeted, then the brand would want its programmatic platform to immediately and automatically start targeting that older-aged personae in simultaneous campaigns through social and mobile.
Cross-channel marketing boosts the success of any given campaign, and programmatic platforms should be equipped to take advantage of available cross-channel ID linking and to transfer learnings from one silo to another.
Part 1: Curing 5 Pain Points for Better Programmatic Results: The General Pain Point
art 2: How to Correct Inconsistent Results from Your Programmatic Media Buying
Part 3: How to Extend Your Reach and Avoid Oversaturated Audiences