Digital Media Buying Checklist By Prashant Nandan, Director, Digital Media Buying-Isobar
In business as in life, you don’t get what you deserve you get what you negotiate
War of Yields in digital advertising is not a new phenomenon with three key players in the game, Advertiser, Media agency and Media owner. Everyone feels good about themselves when they get something at a discount and advertisers are no different. Media is just another commodity, so is the pursuit of lower costs in media a rational or emotional approach for advertisers? I will say both, Rational because by rights if an advertiser invests a certain amount in any medium, they should receive a discount relative to that spend. Emotional because Advertisers want to feel like they are getting a good deal.
Digital Buying will become the priority for all the clients and going forward a carter in selection of media agency.
Media Buying checklist for 2017
Integrated media buying: – Thin outlines between traditional and digital media will continue to blur. Buyers will have to embrace art and science of integrated media buying. In future everything will be bought and sold on digital way which includes TV, OOH. It is imperative for digital buyer to understand the nitty gritty of offline buying as well so that they are adaptive to integrated media buying.
Collective measurement: – BARC has now announced that it will do a phased roll-out of their digital measurement system known as ‘Ekam. The EKAM suite of products will include: EKAM Pulse, EKAM Beam, EKAM Stream, EKAM Ad-Scan and EKAM Integra.
EKAM Pulse will measure video ad campaigns and will be the first digital offering to be rolled out by BARC India. EKAM Beam, the next product lined up for release, will measure linear broadcast that is viewed on a Digital device. EKAM Stream, will measure both non-linear and pure play digital video content. BARC India will also provide industry with EKAM Ad-Scan – which will be a global first-of-its-kind product. It will give an overview of digital ads in India, look at where the advertising money is being spent and which sectors are producing more digital ads. The final product in this suite – EKAM Integra – will help industry with common, robust and independent audience numbers that will give more accurate incremental reach figures. To do this, BARC India’s TV data will be tied with Digital Video data with the help of Single-Source and Digital Booster panels on top of the census measurement and big data.
The Man Vs the Machine: – Programmatic Buying will transform digital media & will take center stage. Programmatic buying at center we have already shifted towards 4M.Man machine material and method. It’s not about man vs machine, both will co-exist & work together to drive business results. There will be a paradigm shift from negotiated buying to programmatic buying but both will co-exist. Most of our ROS, RON and video views budget will move to programmatic and things like sponsorship, integrated buying and properties which are beyond impression and clicks will be bought through negotiated way. Buyers still need one-on-one relationships to help “cherry pick” the best inventory for clients.
Guaranteed PMP deals will be on rise: – Guaranteed Deals provide you with access to a publisher’s most exclusive inventory, and the comfort of knowing that your campaign will be shown. It’s on fixed price with almost like one to one deal and comes with guaranteed volume.
Emphasis on regional languages: – According to Google local language consumption growth is estimated to be more than four times that of English. Although digital media planning in India has primarily been operated in English speaking market, a 100 million of the next first-time users are most likely not English speakers. Facebook lets user sign in from 8 different languages and google translate Hindi and 7 other languages through voice recognition. Buyers should keep this in mind while suggesting digital media plans to client and it will help explore a huge potential in our country and open up new markets for brands.
Viewability and Audibility:-Viewability data enables advertisers to identify both high- and low value inventory and then shift budgets and targets accordingly to maximize reach and ROI. Mere exposure to ads isn’t enough, viewable impression will be new currency going forward. In case of videos it will not just be viewability but audibility will be equally important. Video ads means vision, sound and motion and advance reporting like moat and IAS will help us get this data.
Ad-fraudulent and Brand safety: – Ad fraud is growing to a magnitude that will be very difficult to manage or reduce. As per the world federation of advertising marketers could lose as much as $50bn a year by 2025. The most common variety of ad fraud is “bots” that seems like real person visiting your website or downloading your app, but they are actually sophisticated bots who are programmed to do the same as human. It is very imperative for Buyers to start using different 3rd party tools like MOAT or IAS to track such bots.
Attribution Modeling: – When consumers are exposed to ads and marketing material on more than one channel (e.g. social, search, display, email, etc.) and when they use more than one device (e.g. laptop, tablet, and smartphone) its seems very difficult to do attribution modeling. Markets have started using offline to online attribution modeling but then there are more complexity like cross device attribution, inter channel attribution and intra –channel attribution. Buyers needs to start suggesting & evaluating new technology like use of unique redeemable coupons/offer codes, beacon attribution techniques and so on.
No more cookie chasing: – When digital usage was limited to the desktop, Cookies were a valid solution to target customers online but now with connected devices consumer can access internet from any number of different devices, including mobile phones, tablets, computers or wearables. There is no way that we can capture cookies on wearable devices and mobiles and hence flaws that previously existed with cookie-based targeting have become even more apparent. Biggest problem with cookies; they are not future proof and come with expire date.
Securing devices and data to customer identity for the long term is only possible with an identifier like email id/ device id or GA ID.