- Are they using the latest technology or still buying manually?
Manual digital buys are time consuming, expensive and have far less targeting capabilities. Chime’s programmatic technology offers you the best of both worlds. Quality handpicked whitelisted premium sites. Lower cpms. Laser focused targeting capabilities. Coupled with tried and true frequency caps, you have all the ingredients for a successful campaign.
- What reporting will I get and how often?
As well as reporting results, your RTB agency needs to be in touch with you regularly to understand what’s happening in your business and keep you updated on the strategy moving forward.
Whether you are running a branding or direct response campaign there may be one or multiple measures of success. You need access to as many of those metrics as necessary to receive the overall assessment of the impact of your campaigns.
Chime prides itself on comprehensive weekly reports and we are constantly reviewing and analyzing the data and analytics to ensure we are optimizing towards your success and KPI.
Chime reviews campaign data regularly and watches for clear trends or random spikes in activity that indicate the potential to reach more qualified prospects and strengthen conversion rates. At the same time, we suggest how you might adapt to emerging circumstances—either positive or negative—to take advantage of opportunities to improve your program.
We recommend talking with your prospective partners about their process for reporting, optimization and the frequency at which they will be reviewing and sharing your campaign data.
- Do you outsource the work or have a trading desk in house?
Do not accept agencies outsourcing their RTB work; it’s vital to ensure that they are the ones managing the campaigns on a daily basis and the person you are in contact with is the person responsible for your account. If you start adding in middlemen, it’s hard to know how much of your precious marketing dollars are actually working for you.
- Who are the members of the team actually working on your campaign?
Are your ad dollars trusted to a senior person? It’s critical that a precious budget does not end up being managed by a junior person without the knowledge and expertise that can only be earned with experience. At Chime, only our most senior members are the ones behind your campaign, driving real results.
- How deep are the skills of your team?
In this fast changing world, experts are hard to come by and even harder to keep. Here are some of the key skills you should require on your programmatic agency team:
- Audience Segmentation Experts: They can work with you to make data-based decisions about your target profile, message and frequency when determining the best parameters for the DSP.
- Data Engineers: They understand how to manipulate first and third party data to provide advanced, actionable insights.
- Media Strategists: They can optimize beyond the algorithm. Strong media strategy will not only tell you what the metrics mean for your business, but what the right metrics are in the first place.
Chime’s senior team is a finely tuned balance of integration between the negotiators, optimizers and analysts. In a world where ads are being served up in milliseconds, there isn’t any time for a status meeting to figure out the best next step.
We recommend talking with your prospective partners about their process for optimization and the frequency at which they will be reviewing campaign data.
- Are they vigilantly weeding out fraud? What is their process to detect fraud?
One of the biggest requirements for a successfully executed digital media buy is the minimization of fraud. While ad tech partners will help, your agency should also have a proven process that supplements the technology. Their efforts against fraud detection should be as rigorous in programmatic as they are in direct-to-publisher buys.
At Chime our team is acutely aware of this issue and we are constantly fine tuning and optimizing a campaign to ensure that fraud is avoided at all costs. How big is their reach? What technology are they licensing? Do they have access to the Google platform?
Although most DSPs have partnerships with the biggest quality exchanges, there are just a few DSPs with access to more desirable inventory. Chime can offer:
- Trusted Vendors: Partnered with a few key, trusted vendors in the programmatic space who are aggressively fighting to improve inventory quality and fight fraud within their platforms. Google’s DBM platform is a leader in this space with their fraud filtration technology.
- Whitelist Inventory: Created whitelists of preferred inventory websites by meticulously visiting, testing and weeding out any suspect or fraudulent sites. Established preferred deals with premium publishers for both Display and Video inventory through Chimes’ Private Marketplace.
- Viewability: Target only mid to large size video players to ensure that none of our videos are served in-banner; resulting in higher viewability scores and better performance results.
- What kinds of research do they have access too?
Which third party data providers do they partner with? Data is key in programmatic media and you want to make sure your vendor partner has a robust offering of various data sources to lay over your buy.
Here at Chime we invest thousands of dollars in data and research. Using the latest Vividata and Mintel research we start every campaign with strategic target market insights. Our approach is unique and thorough.
- Is your digital agency offering you transparency? There is not a ‘one size fits all’ solution in programmatic and transparency is key.
Every brand campaign has unique objectives, whether it is awareness, engagement, action or sales. A proactive programmatic partner will craft a custom-made programmatic solution by understanding the complexity of the market alongside data. This partner will be looking to deliver improved ROI and meet your marketing goals within the budget invested. Unlike the black box approach used by many players in the programmatic space, it is important that your partner provides full and transparent campaign performance and learning with insights that can feed directly into a brand’s CRM strategy and future planning, all of which is done here at Chime.
- What kind of inventory are they providing you? You must look for quality over quantity.
At the dawn of programmatic buying there was a perception that only remnant inventory was available with poor or non-visible placements on sites. In addition, there was fear of fraudulent data and results. In today’s programmatic marketplace, this could not be further from the truth.
RTB platforms, the IAB and third-party services have all helped shape a brand safe environment with clear red flags for fraud. This allows optimization teams the ability to instantly shift budget if any suspicious activity appears to be occurring. A programmatic partner should provide site lists and regular reports that include impressions, spend, clicks, CPM and any other details and data agreed.
Chime Digital is an established and quality-focused programmatic partner and has already demonstrated to be a reliable resource for our clients. Once you’ve found a good match for your brand, you can start to reap the benefits that come with proactive programmatic media campaigns. When thinking about digital buying, look to Chime.
Chime Digital: Passion, commitment, experience.
