Under-delivering campaigns are part and parcel of the online advertising industry. They can be frustrating, time-consuming to resolve and even panic-inducing…“we have to deliver, we need to ramp up immediately!” is a cry we’ve all heard. Sometimes over-zealous sellers can over-promise on inventory availability and this can result in disappointing under delivery, both on numbers and on client expectations.
It is important to ask ourselves why this happens. Pre-roll video is scarce and consequently, we’ve become highly selective about content, use data where we can and are laser-focused on who we want to talk to either from a demographic, geographic or socio-economic perspective. I have also heard it referred to as “targeting gone crazy.”
As an industry we need to take heed and understand how our desire to over-target is affecting the important issue of under-pacing. We need to find a comfortable middle ground – especially in the highly scarce in-stream space (where there are 100 display impressions for every pre-roll impression).
In the meantime, here are five tips to combat under-delivery:
- Reduce frequency caps or remove them altogether.
- Open up the DMA targeting so you can target people who work and travel outside of their immediate zone.
- Remove day-parting unless it is absolutely essential – often when we consult to our clients about this they are happy to remove it.
- Be open to more content categories – rather than just finance and business – consider news and information, health, travel and arts and entertainment It is increasingly known that behaviorally targeted campaigns can far out-perform content-targeted campaigns. We can always exclude verticals we are 100% not happy with.
- Take another look at pricing and determine what wiggle room you have. You’d be surprised how often a $1 CPM increase can broaden the reach potential exponentially.
Susie Moore, Sales Manager for Adap.tv