We spoke with Andrew Fischer, CEO and Co-Founder at Choozle on his programmatic views.
PA.O: How is pre-existing data utilized to begin a new programmatic campaign?
Andrew Fischer: Most marketers and agencies have several data assets and/or customer touchpoints to draw from. We suggest inferring data from other existing campaigns (both online and offline) to create your target audience, buyer personas and to optimize creative messaging. One can also use existing customer touchpoints like their website to derive rich data via data management platforms. First-party data such as a CRM/email list can also be ingested, measured against insights and serve as a first-party data target as well. Additionally, the customers in a CRM list can be modeled into a much larger look-alike audience for additional prospecting.
PA.O: What are three key tips for building scale through programmatic campaigns?
- Iteration: Programmatic advertising like all channels should be incremental and grown over time. The beauty of programmatic is the performance and audience data is produced in real time, thus providing the opportunity to optimize in real time. Test, scale and repeat.
- Testing: Often some of your best prospects may not even be in the “traditional” radar. Programmatic enables the efficient testing of different and new audiences. When new and/or niche audiences are responsive, then they can be further analyzed and engaged in wider campaigns across multiple digital channels.
- Broaden: Many digital marketers may only use one or two digital mediums such as search, email and/or display. Programmatic also enables tremendous reach through a varied mix of mediums (social, display and mobile), as well as ad types and formats (video, banners and native). Test a variety of plans and optimize against your key performance indicators.
PA.O: How do digital marketers utilize programmatic advertising to realize buyer intent?
Andrew Fischer: The availability and application of third-party data can be leveraged to capitalize on buyer intent. As an example: Based on both online and offline behavior, third-party data can show if a user is looking to buy a car in the next 30 days or 60 days – even down to the specific model and make. Retargeting is also key way of programmatically advertising to those expressing intent –naturally your site visitors will be some of your best prospects.
PA.O Marketers commonly hear that “content is king.” How does content marketing fit into programmatic advertising?
Andrew Fischer: Programmatic advertising is an important tool on driving top of funnel traffic to the content you are producing, as well as reach your qualified target audience with content they could be interested in. Thus, leveraging programmatic ads to feature your content is a common tactic. Furthermore, many programmatic native platforms enable advertisers to place their articles and content into paid placements often on premium publishers. Any quality content can be further distributed with a little programmatic promotion.
A seasoned digital media entrepreneur, Andrew most recently co-founded Choozle, the leading self-service programmatic digital marketing platform which now powers media execution for over 200 global clients. Prior to Choozle, Andrew co-founded and built the RGM Alliance, a premium focused online advertising network that reaches over 120 MM consumers in the US. Andrew holds a BA in Economics from Vanderbilt, and an MBA from UCLA’s Anderson School of Business.