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Improving choice

system to update the variables and set that variation of the campaign live. This is inefficient and its subsequently less likely that you’ll take that step. The tools have to be brought together. At Voluum, by taking this integrated approach to our user interface, our clients are able to set up the equivalent of thousands of line items in a fraction of the time. This allows them to rethink their approach to optimisation.

Voluum takes an integrated approach to its user interface

With UK digital ad spend now at £8.6bn – 43 per cent of all advertising spend – and £2.6bn of that going on mobile, according to the Internet Advertising Bureau (IAB) and PwC, we know that display advertising is a mature market. As a result, analysts at both agencies and brands are more sophisticated and want a far more transparent view into the optimisation that is taking place across their campaigns. We are now seeing buy-side digital advertising platforms offer this choice. The market has recently embraced the notion of programmable over programmatic trading – the idea that campaign optimisation and management is machine-assisted, rather than machine-delivered. This is an approach that Voluum endorses. It enables the buy side to learn far more about the actual changes in the metrics that have had a positive impact on a campaign. We are also aware, however, that this hands-on approach is not for everyone. As such, we believe the industry norm will, once again, become about choice. If you wish to get under the hood of your campaign, learning and understanding newfound insights, you can. Equally, you might want a position that sits in the middle, between this tightly controlled approach and the black box of an anonymous optimisation algorithm.

A deeper insight At Voluum, we believe this middle position is to provide a brand or performance marketer with the insights

ANALYSIS

“WE BELIEVE THE IDEA OF OPTIMISATION WILL EVOLVE AND, IN TURN, ADVERTISERS WILL GAIN A GREATER UNDERSTANDING OF HOW AND WHY THEIR CAMPAIGNS ARE PERFORMING THE WAY THEY ARE” and understanding over how multiple variables impact campaign performance. In particular, areas where the campaign is performing particularly well, or areas where it is performing particularly badly. This is a quick way for the marketer to learn a lot about the campaign set-up and metrics, which then enables more sophisticated manual optimisation further along in the process. In addition, a brand may want the tools to perform some level of buyerdefined, auto-optimisation. This is where you provide the platform with a clear set of rules: e.g., I want to bid no more than $X for a conversion rate (CVR) between A% and B%, and $Y for a CVR between C% and D%. The system would go through the buying process and, when it comes across target placements hitting these metrics, react and optimise accordingly. It is clear that in the mobile and digital advertising industry, the word optimisation is overused and often misunderstood or mis-sold. It is unlikely it will ever go away. However, we believe the idea of optimisation will evolve and, in turn, advertisers will gain a greater understanding of how and why their campaigns are performing the way they are. At Voluum, with our completely open and fully transparent platform, we remain committed to driving this change and choice for advertisers forward. MM

@mmmagtweets

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Mobile Marketing September 2016