Technology
Basis Platform
Advertising Operating System
Communication Portal
Intelligent Collaboration
All Channel Activation
Activate Media on Every Channel
Consulting
Resources
Each month, Basis Technologies’ Programmatic 101 series tackles a different facet of programmatic advertising—from best practices for buyers, to competitors in the space, to trends you should know. Check out last month's post to learn about the evolution of programmatic bidding strategies!
According to eMarketer, 2020 was the first year that that the percentage of programmatic spend was higher in private marketplaces (PMPs) than in the open exchange. By the end of 2022, PMP spend will represent 17% of total programmatic digital display ad spending, compared to 13% being spent on the open exchange.
eMarketer's findings make it clear that the landscape is changing. But why are advertisers funneling more digital spend in PMPs than in the open exchange? Isn’t the benefit of programmatic supposed to be efficiency and scale, not one-to-one deals? To understand this shift, let's dig into the differences between the open exchange and PMPs.
Our discussion hinges on two types of real-time bidding (RTB) transactions: the open exchange and PMPs.
The open exchange is a public real-time bidding auction that any buyer or seller can participate in. With access to multiple exchanges, scale is usually not an issue, and bids remain relatively low since there's so much inventory. Advertisers can layer first-, second-, and third-party data to target very specific audiences. This type of transaction is most commonly used when a brand's goal is to find their customer wherever they go on their web journey.
A PMP deal, on the other hand, is an invite-only marketplace where publishers make their premium inventory available directly to select buyers. Unlike the open exchange, the scale for PMPs can be quite limited, due to either inventory or the the low match rate of third-party audience data.
To recap, the open exchange is like general admission at a concert, while PMP deals are like VIP tickets backstage. If the main benefits of the open exchange include scale and cost-efficiency, what are the situations in which PMP deals make more sense? Read on for four examples:
Whether you sell health insurance or pet accessories, advertisers need to "fish where the fish are." PMP deals allow brands to cherry pick their site list, while still using the automation of RTB, and tapping into first-party data that isn’t reliant on cookies.
Since PMP deals can be customized based on the advertiser’s needs, they offer more control over inventory. For example, let’s say you're a cannabis brand looking to run specific high-impact units across a specific publication. You can work with the vendor directly to ensure that you only bid on ad slots that are available.
PMP deals are characterized by greater transparency and control, which means that ad fraud is less of a concern. All of these factors ensure increased brand safety.
PMP deals are often compared to the site direct buy of traditional advertising. The difference is that since this inventory can be bought programmatically and has a dynamic CPM, advertisers can side-swipe site direct minimums while maintaining an overall efficient eCPM.
—
Now that we know a bit more about PMP deals, let's return to our original question: Why are advertisers spending more programmatic dollars in PMPs than in the open exchange?
In short, the shift is because PMP deals speak to programmatic's past of direct buying, its present need for transparency, and its future reliance on cookieless targeting solutions.
Hungry for more? Check out Basis’ Programmatic Advertising Essentials Certification to gain a fundamental understanding of the programmatic ecosystem and how PMP deals play a part in it.
Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports...so that you don't have to. Call it a weekly attempt to earn our "merit badge" for the marketing and advertising community. Check out the following links to stay ahead of the curve:
1. The Brand Marketer’s Guide to Decoding the Metaverse [:04]
While still highly experimental for brands, the metaverse is on the verge of changing the marketing rule book. Is now the time for your brand to invest in the space? Here’s a helpful starting point for curious strategists.
2. Streaming Audio Climbs the Charts with Marketers, but Some Want More Certainty [:04]
Many marketers are finding success with their forays into podcasts and streaming music, but measuring results can be a challenge—and ad prices are rising. Also, the top platform for podcasts may surprise you (hint: it’s not an audio platform).
Shameless plug alert: Have you listened to AdTech Unfiltered?
3. Delays To ID Deprecation Have Advertisers Slow-Rolling Their Measurement Solutions [:03]
A new survey found that two-thirds of marketers have pressed pause on actively transitioning from third-party identifiers. With Google’s decision to delay third-party cookie deprecation in Chrome until 2023, it seems many advertisers are choosing to simply kick the can down the road and—at least in the short term—ignore the problem.
4. Q&A with IAB EVP and General Counsel Michael Hahn on the Lively Privacy Regulation Landscape [:08]
With regulators and consumers alike taking a good, hard look at privacy, the IAB has had its hands full of late. IAB EVP and General Counsel Michael Hahn details the group’s latest viewpoints in this Q&A that tackles everything from GDPR, to Google, to CCPA and more.
5. The N.C.A.A. Undervalued Women’s Basketball. Marketers Didn’t. [:05]
With NCAA Tournament games drawing big ratings and often dominating Twitter, women’s basketball players now receive the second-most endorsement money of any college athletes and attract sponsors as varied as Gatorade, Beats by Dre, NBA 2K, Coin Cloud and the Black-owned curly hair care line Uncle Funky’s Daughter.
6. Meeting the Moment with Advertising Automation [:18]
As the advertising landscape continues to fragment at breakneck speed, its extraordinary complexity is proving to be a massive obstacle for marketers (we know, we’re preaching to the choir here!). This guide explores why advertising automation is essential to the future success of the media buying marketplace.
—
Check the Basis blog next Thursday for another edition of Scout!
What’s new in the realms of paid search and social media? Basis’ Senior Vice President of Paid Search and Social compiles all the latest news, trends, and resources each month for easy access.
Rival IQ: 2022 Social Media Industry Benchmark Report
This report looks at the average brand engagement rates across Facebook, Instagram, and Twitter—by vertical, and based on both organic and paid ads. To clarify: engagement metrics are calculated adding likes, comments, favorites, retweets, shares and reactions, and dividing that number by total follower count.
TikTok Isn’t the #1 US App for Shorter Videos
Contrary to popular belief, YouTube is still the top platform for watching short-form content, with 77.9% of users visiting to stream videos less than 10 minutes long, according to eMarketer. That said, in a separate report, eMarketer discussed how TikTok is looking to eat into YouTube’s dominance in capturing social video watchers across all age demographics.
TikTok Rising Trends Report: What’s Next
The second edition of this annual report includes insights into key user trends and shifts that are likely to impact brand strategy over the coming year. Within each trend, the report includes case studies showcasing how marketers are maximizing opportunities, as well as specific tips on the types of posts that are performing well within each category.
Google: Search Trends Around Big Life Moments
In this "Think with Google" video installment, Google researchers discuss how people are changing their education habits, why residential real estate is top-of-mind, and what the rise in car searches means. A key theme is that searchers are using Google to prepare for life’s biggest moments now more than ever.
Facebook Widely Viewed Content Report
This first report in a new series of data coming out of Meta talks about the most widely-viewed content in the newsfeed. One important distinction they are quick to call out: the most widely-viewed content isn’t necessarily the content that gets the most engagement.
After analyzing billions of Tweets over a two-year period, Twitter compiled a list of trends to pay attention to this year: from the Great Restoration (not to be confused with the Great Resignation), to fan-built worlds, to finance going social. Each section of the report reveals the conversations that surround these trending topics, as well as tips for understanding their significance to marketers.
eMarketer US Video Influencer Marketing Report: 2022
This report contains an analysis of the creator video landscape and offers strategic tips that marketers can use to achieve success with 2022 campaigns. Not surprisingly, eMarketer recommends that marketers take a video-first approach to creator marketing this year, and consider TikTok a good stage for new partnerships. That said, a mix of video and static assets is still advantageous.
Pinterest Predicts Official Recap: The Biggest Announcements
In their second annual global ads summit, Pinterest shared information on the latest trends and innovations coming out of the platform.
Twitter Testing In-Platform Shops
Joining in the social commerce craze, Twitter recently announced a new feature allowing merchants to pick a collection of up to 50 products to showcase to shoppers directly inside the platform. This is part of a larger effort to “better support professionals who come to Twitter to do business.”
Meta Showcases New VR Building Tools
In preparation for fulfilling their Metaverse vision, Meta has shared some additional details around their Horizon VR project and “Builder Bot.” While there are currently some limitations to the feature, the initiative speaks to how Meta plans to make the Metaverse a more inclusive, approachable space for both users and brands.
Google Debuts Vehicle Ads Format
Vehicle ads will initially be available in the US, but will expand to more countries soon. When consumers search for a vehicle type and year in Google, they’ll be served options featuring images, inventory information, and price.
Nearly a decade after its debut, programmatic in-housing is having a moment. Many brands and agencies that buy programmatic media are expressing a renewed interest in bringing those capabilities in-house. The resurgence has organizations doing a deep evaluation on what in-housing means to them and determining what they look to achieve by pursuing it.
In this episode of AdTech Unfiltered, host Noor Naseer chats with Raashee Gupta Erry, principal and founder of UpLevel Digital Media Consulting, about how an organization can determine if in-housing is right for them. They explore the many ways to interpret what in-housing can entail, discuss who needs to be involved when considering the possibility, and much more.
As the advertising landscape continues to evolve and fragment at breakneck speed, marketers have come to realize that consumers are no longer satisfied with the status quo. Brands and agencies are searching for ways to deliver compelling content and bespoke, cross-channel initiatives to attract and retain their desired audiences. Unfortunately, most organizations lack the nimble solutions they’ll need to do this effectively at scale.
To make things worse, extraordinary complexity is proving to be a massive obstacle for marketers, impeding true cross-channel success. And the problem is only intensifying...
For too long, the advertising and media industries have clung to legacy systems that no longer satisfy the needs of the modern customer experience in a complex media landscape. With more industry leaders now committed to updating those systems, now is the perfect time for media buyers to add a powerful modern solution to their digital advertising toolkit: advertising automation.
In this guide, we explore why automation is essential to the future success and the long-term growth of the media buying marketplace, and we reveal how intelligent automation systems help marketers feel more confident in their ability to contribute toward a healthy, growing business.
Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so that you don't have to. Call it a weekly attempt to earn our "merit badge" for the marketing and advertising community. Check out the following links to stay ahead of the curve:
1. What Brands Can Do as Inflation Adds to Consumer Woes
With global inflation showing no signs of slowing, consumers are reevaluating their relationships with legacy brands in favor of lower-priced options. Here’s how brands can reassure weary consumers in these uncertain times.
2. The 4A’s is Telling its Members How to Crack Down on Unscrupulous Ad Tech Players
A recent whitepaper from the 4A’s advises members on how to reduce the complexity of programmatic trading, busts common misconceptions about the famously opaque landscape, and shares tips on how to find and exclude bad actors from media agencies’ supply chains.
3. Dear Men: Don’t Celebrate Us During Women’s History Month—Join Us
When March rolls around, we’re greeted by articles from women honoring those who shattered glass ceilings and bucked tradition to pave the way for future generations. But as Alexa McGriff writes in AdAge, to see real change, more men need to join in the fight.
4. Advertising Opportunities in the Metaverse
We’re still in the early stages of the metaverse, but that likely won’t be the case for long—and there are already several opportunities for brands to consider. Understanding and testing implementation now will help marketers get out ahead of the trend.
5. The 'TikTok Difference' Delivers—Here's How and Why
Given TikTok’s growth, engagement and performance metrics, it’s time for (most) marketers to add TikTok to their media plans and start testing performance marketing campaigns on the platform.
—
Check the Basis blog next Thursday for another edition of Scout!
The cannabis industry has seen explosive growth in recent years fueled by a wave of expanded legislative conditions and evolving consumer perceptions. Today, 18 states have legalized adult use while 38 now have medical marijuana laws. Last year, legal sales hit $25 billion according to estimates by analysts at Cowen, a number they predict will rise to $100 billion within the decade. We are also seeing various meaningful market-based progress in terms of shifting investment narratives, an ever-increasing global expansion of the supply chain, and premium publishers opening up to cannabis advertising (including Rolling Stone and Variety).
Despite all this, though, the category continues to carry some heavy baggage, and cannabis brands still have much to do when it comes to educating both the general public and potential customers.
To dissect all of that and more, Sam Hollander—the Chief Digital Officer at cannabis-focused company Enlighten—recently joined host Noor Naseer on our AdTech Unfiltered podcast series. Their discussion touched upon every aspect of the cannabis marketing landscape as it currently stands. Here are seven of Sam’s best insights:
(Answers have been edited for clarity.)
“If you are a new brand entering the market, you need to start with brand ownership. You need to put in the time to research and identify who your audience is, and whom you’re talking to.
There are several different ways to go about that:
“There are the traditional mechanisms of talking to your current and existing clients when they’re in the store or they’re checking out online. And then there’s also using other data providers, geo location tools, visitation tools, and historical purchase analysis to better understand where your product niche is and who the audience is that you’re targeting. Once you’ve done that, it’s about formulating your messaging around that so that you can better target those individuals.”
“It is a completely false misconception that people who smoke cannabis are lazy stoners. In fact, in August of 2021, there was a study done by an e-commerce company in the cannabis space called Dutchie that shows the majority of cannabis consumers are actually very successful, motivated, and health-conscious adults. There was another article by Insider, also last year, about a group of Peloton superfans who would like to smoke cannabis before they cycle.
“There is a myriad of different audience segments that are starting to come to the forefront in the industry. Gen Z was the largest growth segment last year—127% in terms of sales. Millennials grew 46% and Gen X grew 29%. And then additionally, women are becoming increasingly interested in consuming cannabis. About 35% of cannabis consumers are now female.”
“Education is a major, major piece for cannabis advertisers. It aids in providing a platform for potential consumers to learn about the benefits of the cannabis plant and what that looks like.”
“A great example of that is walking into the dispensary environment—most dispensaries are now fairly upscale retail environments that are built out with digital signage, kiosks, digital menus, and entertainment platforms. Those are all excellent opportunities for brands and retailers to use from a branding perspective, a messaging perspective, and an advertising perspective, where you can drive engagement and help visitors search and learn about different products. And bonus to that: that’s a great opportunity for a retailer slash brand to actually capture some consumer information. And by capturing that consumer information, bam, all of a sudden you have somebody that you can turn into a loyalist.”
“Fragmentation when it comes to measurement and attribution is huge. Yes, you can track online sales via standard universal pixels and other mechanisms, but ultimately there is not a unified ecosystem or approach that provides more of that one-to-one solution for cannabis brands and advertisers.
“Another major issue, or major hurdle I should say, is the regulations. A lot of marketers in this industry hear the words ‘digital advertising’ and they automatically go to Facebook, Instagram, TikTok, Snapchat—all the big social platforms—which we all know will not take cannabis dollars. So, as a result, they automatically assume they can’t advertise cannabis digitally. That’s actually not the case. There are now numerous different outlets they can use to advertise programmatically, like Enlighten.”
“In the U.S., there is no interstate commerce. What that means is, if you have a license in a certain state, you can only operate in that state. Now, let me clarify: there are companies called multi-state operators. Multi-state operators are essentially the largest of the large cannabis companies: Curaleaf, Canopy, Holistic Industries, and PharmaCann. Those companies have individual licenses to operate vertically within that state—meaning they can distribute and, in some states, have their own brands as well as sell in a retail environment.
“It is technically illegal to cross state lines, both from a consumer perspective and from a business perspective. So, as a result, you have to operate within the confines of that state. So, if you are advertising with a multi-state operator, a lot of times you have to look at multiple sets of creative and multiple different rules or regulations and almost operate as if you’re setting up three, four, or five separate advertising campaigns.”
“I think it's inevitable. It's a billion-dollar industry now and a billion-dollar industry equates to a lot of marketing dollars.
“So, I do think that it will ultimately happen. It's just a matter of when. Is that after safe banking is passed or some form of safe banking is passed? From a social perspective and a search perspective—meaning Facebook, Instagram, Google, Twitter, etc.—given everything that's going on in the microscope that they're under, I wouldn't be surprised if that didn't happen until federal legalization takes place in some way shape or form. Or the government comes out and basically says, ‘Yeah, even though we're going after you for all this privacy stuff, we're not going to stop you from going after cannabis dollars.’”
“The industry is evolving, which I think is very exciting. I also think that more and more brands, and that includes retailers, are starting to understand the value of multi-channel advertising—that's going to be very exciting to see the shift in evolution of what that becomes.”
~
For more insights and observations into the fast-growing cannabis industry, check our Sam and Noor’s conversation on AdTech Unfiltered in full. Click here to listen to the podcast.
Want to really up your cannabis advertising game? Download our guide, Cannabis Marketing in the Roaring 2020’s. It explores a range of subjects from cannabis consumer personas to best practices for cannabis brands, and everything else in between.
Every once in a while, something new comes on to the scene that sends shockwaves through the media and marketing landscape as we know it. The introduction of Facebook in 2004. The launch of the iPhone in 2007. The emergence of AR through Pokémon GO in 2016. These paradigm-shifting events—and there are many more besides—all fundamentally transformed how brands think about their go-to-market strategies. Today, if we are to believe the hype (and the billions upon billions of investor dollars that are fueling the phenomenon), it appears the metaverse is well-positioned to become the next “big thing” to join that esteemed list.
In digital advertising circles, the metaverse is one of the most noteworthy trends of the moment—and with good reason. For one, there is all the forecasts and research: many are writing about the possible reach and highly lucrative potential of this nascent medium. One recent study by Bloomberg Intelligence estimates the global metaverse revenue opportunity could approach $800 billion in 2024. Another by Gartner predicts that by 2026, 25% of people will spend at least one hour a day in the metaverse.
Then there is the constant stream of dialogue around the subject. Be it stories exploring how heavyweight tech companies like Meta are going all-in on taking the metaverse mainstream, or news about major metaverse-related acquisitions and funds, there is a noise across the industry that is growing louder and louder.
For many (if not most) brands, the sensible approach to the metaverse right now is to learn, observe, and wait for the concept to become more tangible, as it is still far too soon to know which investments will be viable in the long term. But for those looking to be early adopters in the space, there are a few initial metaverse solutions that indicate potential use cases for advertisers. Although this medium will not be replacing the way we interact digitally any time in the near future, by exploring it now, brands can help take part in determining how this new reality unfolds.
At this moment, it’s difficult to pin down an exact definition of the metaverse because, for the most part, it does not fully exist. Some of the basic building blocks are already in place, including 3D gaming, blockchain technology, and virtual and augmented realities, while other necessary technologies are emerging all the time—like 5G internet, for example, or more intelligent hardware, or non-fungible tokens.
What we do know is that the metaverse is a place where the physical and digital worlds coalesce; a shared, interoperable, and collaborative virtual universe rendered in three-dimensional form. Many advocates see the metaverse as the natural evolution of the internet and smartphones, but rather than interacting via keyboards or touchscreens, users are immersed in dynamic, participatory environments that make them live actors in cyberspace. It is a concept that promises to transform the way people connect with one another, and it has the potential to disrupt a raft of everyday activities—from gaming and sports to business travel and education, and everything else in between.
So, just how can digital marketers start tapping into the metaverse?
One great place to look for guidance is the video game industry, where marketers are already exploring how the social aspect of virtual realities can enhance brand engagement and create fresh avenues of data collection. Of course, not all video games fall into the metaverse category, but some of the most prominent ones today showcase core metaverse attributes such as personalized avatars, multi-player modes, and the ability to interact with fellow gamers in real-time. Roblox, Fortnite, Decentraland, Somnium Space, and Animal Crossing are a handful that tick all these boxes, making them ripe grounds for marketers looking to experiment with both paid and organic activations.
Let’s breakdown three of the most popular approaches brands are adopting:
Gucci was one of the first big names to plant an early flag in the metaverse, teaming up with Roblox to create a virtual, two-week-long immersive art installation titled The Gucci Gardens. Inside this dreamy experience, users could wander around multiple themed rooms that paid homage to famous Gucci campaigns, throughout which they could try on and purchase digital Gucci items such as bags, clothes, and sunglasses. This time-limited campaign became a viral success after select in-game NFTs went Roblox limited (aka only available on the platform for a limited time and in limited quantities), and it ultimately helped Gucci gain some valuable early exposure for both its brand and its products before Roblox’s very young user demographics—i.e., the next generation of consumers.
Other companies have taken this concept of temporary activation in the metaverse one step further by building permanent in-game spaces. Vans, for example, has created a virtual interactive skatepark it has called Vans World, where fans can go to socialize, take on daily challenges, and acquire exclusive Vans gear. Nike, too, has entered the fray with NIKELAND, a digital arena inspired by the company’s real-life headquarters that offers users the chance to compete in various mini-games and check out new product offerings.
Together, these examples symbolize how forward-thinking brands are beginning to address changing consumer behaviors and deliver new, meaningful experiences. Marketing organizations today are typically meeting their audiences on their website and social media channels (or, in the retail sphere, in-store). But as we hurtle towards Web 3.0, these virtual in-game worlds may be one of the calling cards of the future. With this new touchpoint in their arsenal, media buyers can do a host of valuable things, including:
Obviously, not every brand needs to create its own distinct micro world, or even has the means to. Indeed, many are testing the metaverse waters with something more modest.
Case in point? Just look at the fashion and beauty industry, where numerous heavy hitters are attempting to revolutionize their go-to-market strategy by creating virtual flagship destinations accessible through VR headsets. Lancôme, Nars, Charlotte Tilbury, and Dior represent just a small sample of those tapping into this trend, and initial consumer perceptions look promising. The ability of these immersive stores to mimic real-life retail spaces and facilitate the effect of browsing is an extremely attractive proposition for consumers and brands alike. Today’s standard 2D e-commerce interface—typically based around a grid model—is great for purposeful shopping if consumers know exactly what they’re looking for, but it is not necessarily conducive to discovery or inspiring spontaneous purchases. Consumers don’t always go shopping because they need something specific; sometimes, they do so simply to peruse what’s on sale, keep abreast of the latest trends, or learn about new discounts. Virtual 3D stores can encourage these things in ways traditional websites cannot.
In certain metaverse realms, opening such virtual hubs is becoming a huge business. Platforms like The Sandbox, Decentraland, Cryptovoxels, and Somnium Space are all virtual worlds that specialize in this area, offering users opportunities to buy or rent digital real estate with cryptocurrency. Celebrities, companies, media agencies, art galleries, and countless others are rushing to snap up parcels of land in these metaverses, and some of the numbers involved are mind-boggling. For instance, Swiss fashion house Philipp Plein hit headlines recently with the news they had bought a plot of land in Decentraland worth a massive $1.4 million. And they’re not alone: Adidas, Care Bears, Samsung, and even more buttoned-up brands like JPMorgan Chase have all opened virtual spaces on these platforms.
What these pricey endeavors embody is a deep commitment to an enduring virtual presence. They are evidence that some brands don’t see the metaverse as some passing craze, but as something that is here to stay and worth investing in.
Away from the glamor and glitz of world-building, there are other, more subtle opportunities for media placements in the metaverse through in-game advertising. This is not exactly a new concept: even going back 15 to 20 years, advertisers had the ability to show ads relevant to the moment in virtual settings. One of the most famous examples was when Barack Obama purchased ad space in a number of games from Electronic Arts to support his first election bid.
The same idea exists now, only it has been expanded into the metaverse. Companies like Bidstack and Anzu enable game developers to showcase ads within their worlds, offering sponsorships on advertising hoardings within sports stadiums or on digital billboards that dot the streetscapes in Roblox City. In good news for advertisers, gamers are actually fairly receptive to seeing brands as they roam about in the metaverse, yet they would expect product placement to be relevant to their environment—just like in the real world. Particularly for smaller brands, this type of metaverse advertising is a chance to get their foot in the door without having to invest upfront in large-scale projects à la Gucci, Philipp Plein, and co.
As things stand, we are still very much in the early stages of the metaverse, but that will likely not be the case for long. Things tend to move at lightning speed in the tech industry, and there are already a number of opportunities for brands to consider. Understanding and testing implementation now will help marketers get out ahead of the trend.
Want to learn more about how you can prepare for potential advertising opportunities in the metaverse? Check out our webinar.
The digital ad industry has flocked to programmatic advertising in recent years. According to eMarketer, programmatic display spend is expected to reach $150 billion in 2024. And for good reason: Adopting programmatic ad buying into digital strategies has become a necessity for marketers looking to leverage data and technology to target their customers with relevant messages at the right place, right time—and the right cost.
And higher education institutions, facing an increasingly competitive market and needing to find innovative (and cost-effective) ways to bring quality, prospective students to their programs, are the perfect programmatic candidates.
Programmatic is a broad term representing automated technology infrastructure that is happening across media buying through different technologies that are available to us, like a DSP. In plain speak? Programmatic advertising is using technology to help you buy digital media.
Because higher education clients make up a large part of the business at Basis, we understand the unique set of challenges these marketers face. Our teams have worked with a wide variety of higher education clients and institutions, including both undergraduate and graduate programs, as well as online degree programs, and regional and national university campaigns.
Common sets of challenges have surfaced across all programs: the need to increase enrollment, drive qualified applicants to websites, promote awareness of programs, degrees, and certifications, and a lack of visibility into marketing budgets across universities. One of the biggest challenges our clients face is selecting KPIs and knowing how to best consolidate budgets between building awareness and driving enrollments—which are often conflicting goals.
The complexity extends beyond the schools to the students themselves. Prospective students are leveraging a lot of touchpoints, research tools, and devices in their decision-making process. They’re on their smartphones, their desktops, their laptops, and their tablets. Research takes place on school websites, search engines, digital brochures, and social networks. And don’t forget about old school tactics like word of mouth, open house visits, and school tours, and getting recommendations from their friends and family.
As you can imagine, decisions don’t come easily—or quickly. When does that final decision take place? That depends on the student. Some prospective students pick their program months before enrolling, and others make the final call the day before, which makes campaign timeframes more complex and significantly longer than other industries.
This means it’s more critical than ever to deliver the right message to the right consumer at exactly the right time.
That’s where programmatic media buying comes in. However, programmatic advertising knowledge and know-how across the industry varies wildly. Often marketers and higher education clients have plenty of questions about programmatic advertising, specifically around brand safety, cost, efficiency, and its general value and role in the digital ecosystem.
So, how can education marketers and higher education institutions approach programmatic ad buying?
Whether you’re just learning about digital or already have an established digital media plan, there are some common digital best practices, tips, and programmatic strategies that solve for all types of marketing challenges in higher education. We gathered a few below:
1. Engage Prospective Students
Your programs and curriculum are directed at specific consumers, and it’s important to make sure your message is reaching a qualified, prospective student.
2. Drive and Measure Meaningful Conversions
Don’t waste impressions. No matter what business problem you’re trying to solve for, it ultimately doesn’t matter unless you’re able to connect your marketing investment and dollars to measureable business results. Testing, tweaking, and optimizing will bring the most bang for your buck.
3. Don’t Forget About Creative
Programmatic ad buying should not replace personalized messaging. If you’re using the tools correctly, marketers should be able to leverage both data-driven tech and dynamic creative to develop campaigns that stand out.
4. Don’t Limit Yourself
The higher education audience is typically mobile-focused and pretty tech-savvy, making this audience a bit harder to pin down. These individuals gravitate to diverse digital platforms, and they should be able to find you there, too.
With the right digital partner, you can take a programmatic approach and make the grade in every category that matters to your organization. Interested in other Basis resources that will help you understand programmatic and earn the highest marks with your digital strategy? Learn more about the programmatic advertising opportunity with Basis here.