Q. Please give our readers an introduction to your business. Please include what your business is all about, in which city you are located and if you have offices in multiple locations/ cities.
A. YouConnex is a leader in the biddable media space. We work with agencies and brand clients in providing transparent data driven digital media campaigns. We have years of experience in digital media marketing and ensure the right solution is provided to deliver the desired KPI’s.
Q. What makes Biddable Media Advertising so effective?
A. Using Biddable Media for Advertising is so effective because it allows you to reach and bid on the right user as they are available. The speed of the auction is what makes it so effective as it takes place in under 100 Milliseconds.
Q. Where and when is Biddable Media used?
A. Biddable media is used via in a marketplace (platform provided by a third party) where all advertisers bid against each other for impressions. Whoever wins the bid will display the ad. The price paid varies between auctions and is typically determined by its relative value to the bidding advertisers, rather than the publisher. Most auctions take place in an RTB (real time bidding) environment for it to be a true biddable media space.
Q. What are the media options available for programmatic advertising?
A. The available media options for programmatic advertising are: Display, Video, Mobile (Web/In-App), Audio, Native and Connected TV.
Q. What are ad exchanges?
A. Ad exchanges control the buying and selling of digital ad inventory across different ad networks. Instead of negotiating prices, like what is done with much traditional advertising, the prices for inventory through ad exchanges are determined through a bidding process. An ad exchange is where demand-side platforms, supply-side platforms, agencies, advertisers, and publishers can buy and sell their ad inventory in this online marketplace.
Q. What is real-time bidding?
A. Real-time bidding, or RTB, is the technology that ad exchanges use to sell inventory by impression. Different advertisers bid against each other in real time in order to serve impressions on different publisher domains. In short, real-time bidding is both the buying and selling of impressions through auctions in real time. These auctions take place during the time that the particular webpage is loading.
Q. How can one get started with programmatic buying?
A. If a brand, advertiser, or agency wants to get started with programmatic buying, they should either connect with an agency that specializes in programmatic digital marketing, or should connect with a programmatic platform that has a managed service option that could soon lead to self-service once the client is educated enough to execute programmatic campaigns themselves. An agency can get a seat at a programmatic trading desk, such as The Trade Desk, in which they can learn how to use that specific demand-side platform from the media ops team at that company. Brands/advertisers interested in programmatic buying could also use a company, such as YouConnex Digital Media, to bolt onto their current team, helping to plan, execute, and manage all digital campaigns via the company’s/agency’s seats at a trading desk.
Q. Can one buy directly from publishers programmatically?
A. Direct publisher buying is different than programmatic buying. Direct publisher buying involves human negotiations, while programmatic buying involves the use of a software to purchase ads/impressions online. However, a Private Marketplace deal is a deal made between a publisher and an advertiser or agency. The publisher and the bidder negotiate rates, but this does not mean that a deal will happen. PMP deals will usually take higher priority over open auctions.
Q. Is programmatic replacing more traditional ways of buying and selling media?
A. Certainly! Programmatic is a more cost efficient strategy of distributing a message and as our world continues to develop more in the digital space, it’s a strong medium to reach an extremely narrowed target audience with. OTT/CTV is replacing traditional television, streaming services are replacing AM/FM radio, and people are constantly using their mobile devices. With programmatic, we’re able to reach our target audience where they actually spend their time and utilize advanced data and artificial intelligence to better segment our audience.
Q. Does programmatic work for any company size? Or is it only for large organizations?
A. Programmatic can be used by companies and brands of all sizes because, like most digital tactics, it’s a much more cost effective medium than traditional channels like television or out of home. Programmatic is typically used as a “middle funnel” approach meaning it isn’t as direct response as search initiatives or email marketing, but still plays a key role in the path to conversion. It is mostly used in conjunction with these direct response vehicles to generate brand awareness and build a lead pool via behavioral, contextual, and re-targeting initiatives.
Q. Do you work with agencies or directly with advertisers?
A. We work both with agencies and directly with advertisers.
Q. How long does an advertiser need to be to work with Youconnex?
A. A Programmatic Client, looking for a fully optimized campaign, should run no less than 3 months. However, there is no minimum on campaign duration to work with YouConnex.
Q. Can I ensure my ads are featured or blocked from specific websites?
A. Yes, in programmatic advertising we are able to white list and block list/blacklist websites within our campaigns. A white list is inventory we want to run that is relevant to our KPI’s and target audience. Whereas a block list/blacklist is inventory we never want to run on and is entirely irrelevant to the end user.
Q. How can one analyze the campaign results?
A. One can analyze campaign results by pulling and pivoting reports from the specific trading desk/demand-side platform that they are running their programmatic campaigns on. Reporting metrics depend on the goal of the programmatic campaign. Every campaign has a different KPI goal, whether that be a specific click through rate, cost per acquisition based on website form fills, video completion rate, reach, etc. You will then pivot your report to show the metrics that align with your goal KPI. You can then look at your performance on different inventory, supply vendors, device types, times of the day, fold placement, etc. You can then aggregate your reporting info into a visualized reporting dashboard so that the metrics are more pleasing to the eye in contrast to an excel document.