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Brands: Getting creative leads to better programmatic performance
Want to enhance campaign performance for programmatic ad buys? Get creative. That is the takeaway from a new report out from CPXi, based on data from AppNexus. By the way, that 'get creative' message isn't just referring to the creativity of messaging but to how ads are purchased.
According to the report advertisers may be paying about four times more for display ads than necessary; it also suggests some of those costs can be decreased by restraints from programmatic buying options. While programmatic can help brands better control campaign costs, there can also be issues with targeting and response time.
"The study shows without a doubt that display advertisers are doing themselves a major disservice by limiting the diversity of their campaigns, and now there is a way to address their concerns about cost and risk when it comes to utilizing a broader range of ad units," said Jeff Hirsch, CMO, CPXi. "Programmatic creative can deliver higher engagement rates, lower cost and better overall performance. Further, it opens up the display market to smaller advertisers who have previously been limited by budget, as programmatic creative does not limit scale or accuracy only to those who can afford to develop a larger variety of creative assets."
How can brands get more creative with programmatic buys so that their ad dollars go farther?
First, get creative with ad sizes. The report notes that most brands focus on Wide Skyscraper, Leaderboards and Medium Rectangle ads - the three most popular sizes - but allowing for other kinds of ad units will help budgets go farther.
Second, diversify. More diversified ads - those including alternative ad units and sizes - showed lower CPCs and better overall ROI.
Third, think non-traditional. The report indicates that non-traditional display units like Squares and Full Banners had lower CPM, CPC and CPA rates while Medium Rectangles Leaderboards and Wide Skyscrapers had CPAs between three and four times higher than other display units.
Image via Shutterstock
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