Because of the epidemic, online shopping has become a daily routine for most people. For advertisers, choosing a high-quality DSP will be a key stepping stone to develop the digital marketing market, and a multi-functional DSP can better solve the different marketing issues of each advertiser.
High-quality DSP helps advertisers seize business opportunities in digital marketing
Verizon Media DSP has exclusive Yahoo e-commerce data and more than 15 million first-party membership data in Taiwan. It has established a complete Cookieless solution, which can best help advertisers to continuously grasp consumer profiles for a long time and optimize results. Frances Lin, Verizon Media’s Asia-Pacific advertising platform strategy manager, further pointed out that high-quality display advertising, audio-visual advertising, emerging advertising formats (such as: Spotify audio advertising, CTV Internet TV and DOOH digital outdoor advertising), and Yahoo native advertising exclusive Traffic has been integrated into Verizon Media DSP to help advertisers expand their reach.
Premium Video, which was launched this year, maximizes the advantages of OTV, OTT, CTV and other three major video and audio traffic including “preferred traffic, high-quality platform, and multiple channels”, which can achieve a full viewing rate of 75-95% and 65- The 85% MOAT visibility rate allows the audio and video content produced by the brand to be viewed and read.
In addition, when the epidemic is alleviating, when consumers no longer “stay at home” and return to their previous lifestyles, Verizon Media DSP is also ready to digitize DOOH traffic from out-of-home media, and interact with consumers at every possible contact point with consumers. Effective and in-depth communication; for example, the screen in the FamilyMart convenience store can provide advertisers with video and audio. In the future, more and more DOOH traffic will be added to Verizon Media DSP to meet the needs of advertisers for one-stop shopping .
Frances mentioned that what is more important is the real feedback from many advertisers, “I think the local service team of Verizon Media DSP can provide real-time professional services and support, allowing advertisers to have a smoother purchase process and more accurate purchase results. .”
Eight optimizationsHeartLaw: Help Unify LP33’s long-term sales momentum not to fall
Uni-President LP33 is a well-known brand. According to statistics, one out of every three people in Taiwan has allergies. In response to the dynamic changes of the season and environment, LP33 digital advertising uses DSP for long-term brand promotion, including display advertising, audio-visual advertising and native advertising. The major advertising format is the main axis, and eight optimization methods are used to enhance the effectiveness:
- Use Yahoo’s diversified data to recruit new customers: visit data from Yahoo e-commerce data, interest and search, and physical channels, and identify consumers with health care needs without involving personal privacy.
- Predictive Audience intelligent prediction audience function: Based on existing customers who have had conversion behaviors, AI analyzes behavioral big data and establishes a dynamic machine learning model to accurately predict the next customer who will buy in the short term.
- Combined with weather smart advertising: When the air quality index (AQI) exceeds 100, which is the air pollution period when allergic groups are particularly sensitive, strengthen advertising reminders.
- Remarketing across advertising audiences: For consumers who have seen LP33 audio-visual advertisements and have a basic understanding of the brand, deliver DSP audio-visual advertisements and native advertisements to communicate.
- Contextual Match contacts issue followers: For consumers who are serious about browsing online articles and doing their homework and researching allergy countermeasures, product advertisements are delivered next to related articles.
- Enhanced Attribution optimizes conversion: In the cookieless era, Enhanced Attribution is used to enhance attribution, without missing conversion signals, and successfully reducing conversion costs.
- Develop a shopping guide optimization strategy based on the purchase cycle: For products with a 30-day cycle, set regular reminders to repurchase consumers every 30 days.
- Adopting conceptual education and issues as the main advertising copywriting: Health is an important issue in a lifetime, and health food advertisements are therefore online for a long time, continuing to communicate with target consumers on the basis of conceptual education and content issues, and promote consumer health awareness.
After long-term hard work, DSP helps LP33 develop potential new customers, remind old customers to buy back, and achieve long-term diversion and shopping guide goals.
Nielsen TAR verification , DSP effectively complements the younger audiences and maximizes reach
In the face of the tremendous changes in the epidemic, the biggest challenge for marketers is that under the epidemic, budget reductions and the decline in the number of visitors to retail channels, “how to make advertising continue to reach the target? How to verify advertising efficiency?” is the challenge for marketers.
Verizon Media DSP cooperated with Taiwanese Mars, MediaCom and XAXIS, and for the first time tried to use Nielsen Total Ad Rating (TAR) to monitor the reach of TV and digital cross-screen video and audio. By using TV to reach 18-54 year-old audiences, DSP digital video and audio It is to strengthen the 18-34-year-old ethnic group.
Through Nielsen TAR, it has been successfully verified that the advantage of TV media lies in the mature age group, while DSP can complement the contact of young people, so that the “TV + digital” media delivery strategy adopted by Taiwan Mars for many years has been scientifically verified and reached the maximum. Targets that are touched.
Frances suggests that when the potential customer base of the brand is relatively wide, try to add DSP to maximize the reach of video and audio in addition to TV advertising. DSP can also optimize the complete viewing of audio and video, collect the profile of the ethnic group watching audio and video ads, and do further. Cross-advertising forms of publicity, and use complete reports to provide follow-up marketing planning.
The content of this article is provided by “Verizon Media”, and has been reviewed and reviewed by the Critical Media Group.
.