{"id":43198,"date":"2017-07-08T09:00:35","date_gmt":"2017-07-08T09:00:35","guid":{"rendered":"https:\/\/tradetracker.com\/premium-display-embraces-performance-marketing\/"},"modified":"2021-10-26T09:04:46","modified_gmt":"2021-10-26T09:04:46","slug":"premium-display-embraces-performance-marketing","status":"publish","type":"post","link":"https:\/\/tradetracker.com\/se\/premium-display-embraces-performance-marketing\/","title":{"rendered":"Premium display embraces performance marketing"},"content":{"rendered":"

Last week, Deloitte published a detailed report on the programmatic market. Although the\u00a0report mainly highlighted how programmatic (and video) advertising is flourishing, it also\u00a0showed that eCPM for banner display advertising is decreasing year-on-year, with an average\u00a0CPM of \u20ac 0.62 in 2016, 13 cents lower than the year before: a decrease of approximately 20%.\u00a0Premium sold display inventory, for example through deal IDs or private exchanges, is on the rise and also have much higher eCPMs, highlighting the issue that programmatically sold remnant inventory has with its low eCPMs. Real Attribution provides an opportunity to significantly\u00a0increase these eCPM rates.<\/strong><\/p>\n

Premium publishers realize that they have lost control of their programmatic advertising campaigns to the buy side (representing advertisers), and as a consequence they have seen their revenue and\u00a0eCPM on remnant (non-premium display) inventory decrease. To regain some control they have\u00a0implemented a variety of tools, from implementing a yield manager to setting up private deals and\u00a0header bidding strategies.<\/p>\n

\"Unlock<\/p>\n

However, most premium publishers are still reluctant to accept campaigns based on CPA. Even CPC\u00a0campaigns are seen as more of a last-resort than part of any strategic sell side plan. The main reason\u00a0is obvious, performance based campaigns were commissioned on last click only, whereas display\u00a0campaigns typically feature in the early phase of a customer journey.<\/p>\n

Advertisers recognise the value of premium display campaigns thanks to the insights their analytics and multi-channel attribution platforms provide them, but the last click model means that publishers simply\u00a0can\u2019t earn a competitive eCPM on CPA performance campaigns. Calculating these campaigns back to\u00a0their eCPM often meant lower revenue, even compared to remnant inventory sold on an open exchange.\u00a0This understandably resulted in premium publishers disregarding many requests for promotion.<\/p>\n

TradeTracker\u2019s Real Attribution finally solves this issue by allowing such publishers to increase revenue\u00a0in performance campaigns. By attributing commission to publishers based on their value within the\u00a0full customer journey, the advertiser is finally able to fully reward these premium publishers. Not only\u00a0that, they can even adapt the model to reward them further, by:<\/p>\n

A)\u00a0Utilising a position based attribution model <\/strong>(U shaped attribution model), which delegates a higher commission to both the initiator and converter; and<\/p>\n

B)<\/strong>\u00a0Differentiating the value placed on different publisher types, rewarding content\/premium\u00a0publishers more<\/strong> than other type of publishers.<\/p>\n

One of the first premium publishers to accept performance campaigns from advertisers running on\u00a0TradeTracker\u2019s Real Attribution have seen a three times increase in their eCPM, when compared to their previous eCPM when using other channels. This eCPM will also continue to increase over time\u00a0because some of these campaigns have a customer journey time frame of 120 days. This means they\u00a0could still earn commission on display touchpoints which were delivered two months ago. Another\u00a0aspect this publisher likes to highlight is the fact that they have regained some of their campaign\u00a0control, as they can now decide which campaigns to run where and with which frequency cap,\u00a0simultaneously optimizing the value for the advertiser and, consequently, his own eCPM.<\/p>\n

Key takeaways from premium publishers who have adopted performance campaigns:<\/strong><\/p>\n

–\u00a0The campaigns need to offer commission\u00a0based on attribution, valuing your place in\u00a0their customer journey.
\n–\u00a0Start with those campaigns\/advertisers which\u00a0you know are a great fit for your audience.\u00a0You are in full control of when and where to\u00a0run these campaigns.
\n–\u00a0Position based models are ideal, since they\u00a0reward the initiator equally to the converter.
\n–\u00a0As a premium publisher, you should look\u00a0for campaigns which differentiate the\u00a0commission by the type of publisher, giving\u00a0you relatively higher commissions.<\/p>\n","protected":false},"excerpt":{"rendered":"

Last week, Deloitte published a detailed report on the programmatic market. Although the\u00a0report mainly highlighted how programmatic (and video) advertising is flourishing, it also\u00a0showed that eCPM for banner display advertising is decreasing year-on-year, with an average\u00a0CPM of \u20ac 0.62 in 2016, 13 cents lower than the year before: a decrease of approximately 20%.\u00a0Premium sold display […]<\/p>\n","protected":false},"author":37,"featured_media":42919,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[2689,51],"class_list":["post-43198","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-attribution-se","category-tradetracker-se"],"yoast_head":"\nPremium display embraces performance marketing - TradeTracker.com | Affiliate Marketing | Performance Marketing<\/title>\n<meta name=\"description\" content=\"Last week, Deloitte published a detailed report on the programmatic market. 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