Matt Owen, Managing Director of our UK offices, discusses the benefits of display in performance marketing by looking at the advantages of the Google Display Network and Real Time Bidding.
In performance marketing, we're almost victims of our own success because we've spent years optimizing to various specific CPA goals and yet what would be a fantastic success in a TV ad context, for us in digital would be a catastrophic failure. So it's quite interesting to think about performance marketing and where display fits into that. At one end of the spectrum, perhaps the most efficient CPA is email. At the other end, maybe the least efficient CPA is probably mobile in advertising. So display definitely plays a role.
Emerging products and services
If you're in a situation where you need to find an audience, then display is really the only thing you can do. Take an example of a product where there is no such demand, a new category, something like a fitness activity smart watch. I mean no one was looking for that stuff two or three years ago. So you have to use something like display to go out and find that audience.
The other key thing to bear in mind is that display is very good if you really believe that digital can play a role in the branding process. There's lots of research out at the moment which categorically says that search results are a stimulant to brand awareness. So actually we should be making a case for display as being a performance tool but equally as being something that is part of the branding mix. If you can justify it that way, then there's a very strong case for display as a really good part of the overall mix of activity.
Two approaches to display
The next big question with display is how you go about it. I think again as performance marketing people, we have a bit of an attitudinal problem here, which is we're very used to biddable media, to stuff that's based on the cost per click.
RTB vs. GDN
A lot of display has been historically based on a CPM basis, and to us that's felt really kind of random.
What we see now, with the advent of programmatic and the rise of RTB, is a model that more closely aligns with our performance-based mindset, so naturally we feel comfortable. Î¾It comes much closer to delivering the marriage of display and search. We can now think about optimization in a much more structured manner. So that's the attitudinal piece around it.
When you think about inventory and quality, the GDN definitely plays its role. But if we think outside of GDN and think about the way that we at Jellyfish can deliver RTB, we can get a much bigger reach. So in the UK, we can reach about 97% of UK audience - On more popular, more highly engaged websites, it's possible via the Google Display Network.
That's just a choice that we can provide brands where there's which way to go, but I think certainly that from that point of view, RTB could be considered a superior offering.
GDN offers some useful but fairly basic profiling options. Topic-based interest, for example. The RTB paradigm gives us much, much more complicated and more precise means of looking at audiences and behavioral characteristics to really target display in a much more profound and effective manner.
Last but definitely not least, measurements. I think that's really evolved from a display point of view. So back in the day, I worked on campaigns where we worked with three or four different publishers in display. Each network would come into the meeting and claim 100 sales or 200 sales, and if you added all those sales together, there would be more sales just from display than we'd sold across the entire piece. So the double counting effect there was always a massive problem.
I think that now, with the integration of technology (at Jellyfish we're working with DoubleClick and use the whole DoubleClick DCM and DBM stack), we're seeing a much more targeted and precise ability to actually take out duplication to really understand where the sales are coming from so that the measurement around display is much more accurate.
I think we're now able to deliver campaigns where the measurement, whether that is to a CPA or a cost per lead or a cost per engagement model, is now much, much, much more reliable, and hence an advertiser can feel that their budget is being spent much more effectively.