Month: November 2020

LoopMe has adopted Programmatic Guaranteed (PG) through Magnite for better control over bidding, delivery and campaign efficiency

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LoopMe and Magnite recently partnered on Programmatic Guaranteed. Here’s a Q&A with the Magnite and LoopMe team to discuss why this matters.

What are the benefits of Programmatic Guaranteed?

Programmatic Guaranteed activation increases performance, guarantees scale, reduces daily workloads, using your preferred buying and reporting platforms.

Why did you choose Magnite as the SSP to power these deals?

LoopMe has a long standing relationship with Magnite and Programmatic Guaranteed (PG) was a natural evolution for both sides. By adding PG as a delivery option enhances the programmatic capabilities of LoopMe’s outcome-based product suite PurchaseLoop.

What is the big difference between PMPs and PG?

PG offers the buyer guaranteed campaign results whereas PMPs are competing for inventory against other buyers and auction dynamics. PMPs are subject to CPM inflation in times of high demand such as the holiday season, whereas PG can be a very efficient trading option to control CPMs and delivery.

What is unique about the way in which LoopMe uses PG?

LoopMe is primarily using PG across our PurchaseLoop product suite as it allows much more control on delivery across our different data groupings and allows our artificial intelligence (AI) to evaluate data more efficiently and deliver on our outcome-based metrics such as increasing brand awareness and purchase intent.

What kind of momentum are you seeing behind this product since its release?

We have seen great initial interest globally from agencies and brands in running PG with LoopMe and have delivered successful campaigns for the likes of Matterkind (IPG) so far.

Is it more or less important to use PG during Q4 versus earlier in the year?

PG can be utilized well in times of increased advertising demand, such as Black Friday / Cyber Monday and the run up to the holiday season. Brands and agencies are given the confidence in delivering out budgets across tight campaign flights.

Which advertiser vertical(s) do you typically achieve the best results for? Who can be the big winners in Q4?

LoopMe’s PurchaseLoop product lends itself to many different verticals but in Q4, we would expect that retail / ecommerce, tech and CPG verticals could be the big winners as our Ai-powered platform matches demand and supply in the most efficient and effective manner. We believe that PurchaseLoop and PG is certainly a winning combination.

Programmatic Guaranteed is available through Magnite on DV 360, Amobee, Adobe and Verizon Media DSP.

If you want more information on how you can activate Programmatic Guaranteed, please reach out today to get started.

Outcomes-based TV advertising: Uncovering what happens NEXT

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Since television was introduced in the living room some 70 years ago, TV commercials have been widely recognized for their ability to influence consumer actions, increase brand affinity and ultimately drive sales.

Over the last 5 years, TV consumption habits have drastically changed. Consumers now have a myriad of choices when viewing content – from streaming services to on-demand viewing. 

Marketers are faced with the challenge of how best to measure TV advertising success, often relying on reach and frequency as their key metrics to determine ad performance. 

However, given the fragmentation of the TV landscape, the ability to measure reach and frequency has become a bigger challenge, leaving marketers with a lack of understanding of the outcomes generated from TV advertising.

At week’s AdAge Streaming Next event, we discussed how outcomes-based TV advertising is possible and the tools available to marketers to measure consumer intent. 

I was joined by ITN Networks and Matterkind, providing both a publisher and buyer perspective on their strategies for TV planning, buying and measurement. 

Our panel session covered topics such as:

  • What does my customer do after they have been exposed to the ad (the KPI)?
  • What combination of screens gets my outcome fastest and most efficiently (ROAS)?
  • How can I get this data in real time to make decisions and optimizations before all my marketing dollars have been spent?
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