Programmatic technology allows advertisers to take everything they know about their customers and potential customers and deliver a unique experience at each stage of the consumer journey.
Marketing managers are eager to take advantage of these opportunities, but many struggle to adapt and fully leverage the channel’s unique capabilities. CPM-based buying models and highly-flexible targeting complicate the transition away from PPC-only advertising, leaving many advertisers unsure of where to start.
In this webinar, Hanapin’s John Williams and MightyHive’s Ellen Perfect discuss programmatic’s expanding role within a mature digital strategy and walk through the ways advertisers can change their approach to the channel.
2. PRESENTERS
Ellen Perfect
● Senior Account Manager at MightyHive
● @MightyHive
John Williams
● Senior Account Manager at Hanapin Marketing
● @PPCHero
3. We make our clients the
heroes of their organization.
We’re a digital marketing agency with deep
expertise in a narrow-range of high-growth
digital marketing solutions including
paid search, paid social, programmatic
and conversion rate optimization.
We help complex businesses that have multiple
brands, products, locations and/or services
grow and expand their business.
Hanapin also produces:
4. MIGHTYHIVE HELPS
MARKETERS TAKE CONTROL
OF THEIR DIGITAL FUTURES
MightyHive is a new breed of media consultancy for global brands & agencies
seeking transformative marketing results. One of the largest and fastest-growing
programmatic buyers in the world, we offer a unique combination of tools, training,
and guidance designed to empower your organization to quickly gain expertise
and improve results.
5. Include the hashtag #thinkppc in
your Twitter tweets, or use the
webinar question box to send us
questions.
JOIN THE CONVERSATION
6. What is your
estimated monthly
advertising
budget?
A. $1 - $5000
B. $5,001 - $10,000
C. $10,001 - $50,000
D. $50,001+
7. TODAY YOU
WILL LEARN
Diving Deeper into Programmatic
Reasons advertisers pursue CPM
buying
Programmatic Strategy Essentials
Sample Campaign Set-Up
8. Many advertisers view CPM buying
as a risk they can’t afford.
OVERSPENDEFFICIENCY
wasting understand
results
ATTRIBUTION
9. PROGRAMMATIC:
A CHANNEL ADVERTISERS CAN’T AFFORD TO IGNORE
Reach a 20x larger
audience.
100 billion
display impressions.
Find new
customers.
top performing channel for
reaching new customers
Keep up with your
competitors.
grew 24% in 2019.
Extend across
channels.
cross-channel marketing
capabilities were a top
benefit of the channel.
100
billion
impressions per day
+24%
programmatic growth
in 2019
21%
cite programmatic as
top-performing
40%
cite cross-channel
benefits
12. IN PPC ADVERTISING, YOU’RE LIMITED TO CUSTOMERS WHO
HAVE PERFORMED A SEARCH
RETENTION
AWARENESS
CONSIDERATION
PURCHASE
PPC only reaches some
of these customers
PPC can’t reach any of
these customers
PPC works best here
13. PRE-SEARCH
USERS
PROGRAMMATIC BUILDS TOP-OF-FUNNEL AWARENESS
BEFORE SEARCHES EVER HAPPEN
demographic, contextual,
or interest-based tactics
have not
performed a search yet
RETENTION
AWARENESS
CONSIDERATION
PURCHASE
15. ENHANCE YOUR AUDIENCE DATA WITH ADDITIONAL
TARGETING FEATURES
ACCESS large-scale
purchase intender
audiences
APPLY contextual
and keyword
strategies
TARGET affinity-
and interest-based
audiences
19. USE MULTIPLE PIXELS TO TRACK INTERACTIONS WITH
YOUR BRAND AND SEGMENT AUDIENCES BY VALUE
RETENTION
AWARENESS
CONSIDERATION
PURCHASE
PRE-SEARCH
USERS
RETENTION
AWARENESS
CONSIDERATION
PURCHASE
Learn more about how Safari ITP and
other changes are affecting tracking.
DOWNLOAD:
mightyhive.com/digital-privacy-report/
31. For our webinar
attendees today:
A. I’d like a DV360 consultation
from MightyHive.
B. I’d like more information on Hero
Conf from Hanapin.
C. All of the above.
D. No, thanks.