All you need to know to ensure Programmatic B2B and ABM success 

What is Intent Based Programmatic?

 It is all about targeting individuals within key accounts that read content online containing key-words specified by the  customers. By doing this we can not only target the right specialist, we can in real time identify companies with highest consumption patters of relevant content, i.e. more likely to be in market. Intent Based Programmatic is also known as Real Time Intent.

What is Strategic Account Based Marketing?

 It is all about micro-targeting specific accounts and reaching not only the experts but other decision makers. This runs on higher frequency targeting to ensure a wider team of individuals is influenced. Strategic Account Based Marketing is also known as Strategic Account Based Programmatic.

Account Targeting Optimisation

Account Optimization works at 2 levels
a) Internally driven by programmatic teams.
Accounts with too much or too little traffic are monitored for optimization as number of accounts in program is balanced against the agreed number of impressions. Too many accounts for any fix number of impressions results in many accounts non-performing
b) Jointly with the Customer.
With direct access to weekly data in the dashboards, Customers can decide – within the framework of SOW, which are the accounts they wish to keep investing their marketing money.

Media Optimisation

The choice of media is initially driven by the keywords defined by the landing pages in program and products and services that define the Customer’s offering.
Actual media execution in reviewed internally on a weekly basis and balanced over time and non relevant or poor performing titles are removed from further execution.

Impressions Optimisation

As part of the SOW an estimated number of impressions are agreed. This number is a monthly average, which means that during the initial phases of the program we deliver less impressions (i.e. lower number of impressions are used to
determine best media mix, accounts in market, optimize IP’s…), and volumes are progressively lifted till the the overall numbers are met. Programmatic B2B is not about the volume of impressions but about having the right impressions.

What is AccountBase's geographical footprint?

AccountBase’s programmatic B2B is Geo-agnostic, with a 100% focus on a Global scale and reach. There are however, geographical differences due to different digital maturity levels in different markets. In general most current programs cover Western Europe and US/Canada. 

Is your technology GDPR compliant

AccountBase is built upon European best-practices with a natural GDPR compliance by design. 

Does AccountBase license third party IP data?

The technology and processes that allocate the right IP address for advertising purposes it central to AccountBase’s ability to target. As such, we run IP identification and mapping within our own platform.We do not license reverse IP information from other companies. 

Why IP targeting?

By using IP targeting as identifier of users coming from target accounts, we secure full precision towards B2B audiences within target companies.

Is IP targeting stable?

IP targeting is not as volatile as cookies, which need to be kept alive/reset constantly if made accessible in the digital execution. Moreover,as cookies are made more scarce, both due to personal data legislation and increasing ability for browsers to remove cookie data, IP targeting can soon become the norm to deterministically target in  B2B.

Do you use cookie data?

Use of enriched 3rd party cookies can be used as supplement to reach in markets where this option in compliant with personal data privacy regulations.

Which sources of cookie data do you use?

Cookie data is connected from GroupM’s Global DMP plus on a project basis purchased from approved 3rd party suppliers.

Is AccountBase a media company?

AccountBase is fully media independent. Media and platforms are added when is in our client best interest, very often due to brand safety and relevance.AccountBase is part of GroupM, the world’s largest advertising media company in terms of billings. GroupM was formed in 2003 by WPP Group to serve as the parent company of WPP’s media agencies including Mindshare, MediaCom, Wavemaker, Greenhouse Group, Essence, m/SIX, QUISMA, Xaxis, Outrider, Catalyst, Quasar, Movent, Vocanic, Plista and AccountBase. It handles over 32% of the world’s media billings making it the world’s largest media investment management operation.

Can you remove media sites if requested?

Media domains can be deactivated from whitelist if requested. If you already have private deals with some domains or are using them in different programmatic solutions you can also look at the occasional overlap as increased reach.

Which DSP are you using?

Programmatic ABM is executed and optimized through a bespoke integration with AppNexus ( market leader DSP)

Is AccountBase based on retargeting my company visitors?

The default set-up is pure prospecting – Retargeting can be used to optimize engagement.

Do campaign performance and viewability correlate?

Other than situations when viewability is extremely low, campaign performance and viewability do NOT correlate. GroupM DK ran a case study with 4 million impressions and 4.000 clicks. Media publishers were categorized in 3 groups: a) High Interaction and Low viewability, dominated by media publishers and publishers that write the content themselves b) Lower interaction rate and Low viewability, dominated by small local media players c) Lower interaction rate and High viewability, dominated by international media publishers.

The numbers showed that despite of lower viewability rates content based publisher websites are the ones driving the highest brand interactions.

Programmatic B2B viewability

What is viewability. Should I worry about it?

Wiewability is the ability for a digital ad  to be seen by an actual web visitor. It means that both, it needs to be visible on the screen at least for one second and the visitor needs to be human, not a  bot or a machine – which makes up most of the Internet traffic. When as much as 50% of digital ads are not viewable, it’s no surprise that viewability has become a top concern in digital advertising.Due to the design structure of most content rich website ( news media , etc… ) much of the content will be out of screen when the page is loaded. The implication is that some of the ads placed lower in the screen will initially not be visible. As banners are instantly sold when the page is loaded, we can not at the same time optimize for highest viewability by also wanting to be in the right context. The two dimension will often be in conflict and hence we should make of viewability one of many campaign dimensions but not an absolute KPI.

What is the average viewability in the market?

According to Integral Ads MQR H2 2017,  the average viewability accross all markets is at 54.7%. At AccountBase, and according to Adform, the value was 58% in the period H2 2018.

For more details see here

 

What is QPS? Will a low value impact my ABM campaign reach?

QPS is defined as queries per second and it describes the total number of bid requests that platform’s servers can process. As IP targeting is like finding a needle in a haystack ( ie. most internet traffic will NOT qualify for your campaign to deliver banners), it is important that your vendor does not set the platform to low QPS levels ( which are cheap require low server infrastructure) and that the right filters are applied to ensure the right traffic from the target IPs can be seen.

As example, with 2.000 QPS you have 172 million daily auctions you can bid for and hope that many of them have the IPs from the companies you target.  It may seem a lot but then imagine a platform that can handle 20.000 QPS, then we’d be processing 1.7 bn daily auctions, increasing exponentially the potential reach of the campaign. 

With low QPS volumes or poor traffic pre-filtering options, the effect will be that companies with legitimate IPs will never be seen in the platform and hence they will not be reached.

 

What are the main differences in the reporting vs. traditional cookie solutions?
  • All website interactions are resolved to the IP-ranges of target accounts (not using cookie ids). Therefore all report is done per individual company.
  • The report only contains “website Interactions”  ( = page views).  Not visits or sessions.
  • Interactions are not analyzed for clusters of interactions that we usually would label as sessions or visits. This means there is no measure for visit and no measure for pages/visit.  (however, it is available from the ad servers at the campaign level but not at company level)
  • Website interactions per target account are page views from the target accounts’ IP-address. This includes both campaign and non-campaign related interactions.

 

It is a deliberate choice to resolve only by IP and the benefit is a total overview of advertising and engagement per company IP-address (ie. target account).

When we resolve by IP we often “underreport” – This happens when a user is exposed at work and then goes home and engage/convert at another IP-address. This scenario can be examined when using campaign cookies ( as long as they are still alive).

What is Intent Based Programmatic?

 It is all about targeting individuals within key accounts that read content online containing key-words specified by the  customers. By doing this we can not only target the right specialist, we can in real time identify companies with highest consumption patters of relevant content, i.e. more likely to be in market. Intent Based Programmatic is also known as Real Time Intent.

What is Strategic Account Based Marketing?

 It is all about micro-targeting specific accounts and reaching not only the experts but other decision makers. This runs on higher frequency targeting to ensure a wider team of individuals is influenced. Strategic Account Based Marketing is also known as Strategic Account Based Programmatic.

Account Targeting Optimisation

Account Optimization works at 2 levels
a) Internally driven by programmatic teams.
Accounts with too much or too little traffic are monitored for optimization as number of accounts in program is balanced against the agreed number of impressions. Too many accounts for any fix number of impressions results in many accounts non-performing
b) Jointly with the Customer.
With direct access to weekly data in the dashboards, Customers can decide – within the framework of SOW, which are the accounts they wish to keep investing their marketing money.

Media Optimisation

The choice of media is initially driven by the keywords defined by the landing pages in program and products and services that define the Customer’s offering.
Actual media execution in reviewed internally on a weekly basis and balanced over time and non relevant or poor performing titles are removed from further execution.

Impressions Optimisation

As part of the SOW an estimated number of impressions are agreed. This number is a monthly average, which means that during the initial phases of the program we deliver less impressions (i.e. lower number of impressions are used to
determine best media mix, accounts in market, optimize IP’s…), and volumes are progressively lifted till the the overall numbers are met. Programmatic B2B is not about the volume of impressions but about having the right impressions.

What is AccountBase's geographical footprint?

AccountBase’s programmatic B2B is Geo-agnostic, with a 100% focus on a Global scale and reach. There are however, geographical differences due to different digital maturity levels in different markets. In general most current programs cover Western Europe and US/Canada. 

Is your technology GDPR compliant

AccountBase is built upon European best-practices with a natural GDPR compliance by design. 

Does AccountBase license third party IP data?

The technology and processes that allocate the right IP address for advertising purposes it central to AccountBase’s ability to target. As such, we run IP identification and mapping within our own platform.We do not license reverse IP information from other companies. 

Why IP targeting?

By using IP targeting as identifier of users coming from target accounts, we secure full precision towards B2B audiences within target companies.

Is IP targeting stable?

IP targeting is not as volatile as cookies, which need to be kept alive/reset constantly if made accessible in the digital execution. Moreover,as cookies are made more scarce, both due to personal data legislation and increasing ability for browsers to remove cookie data, IP targeting can soon become the norm to deterministically target in  B2B.

Do you use cookie data?

Use of enriched 3rd party cookies can be used as supplement to reach in markets where this option in compliant with personal data privacy regulations.

Which sources of cookie data do you use?

Cookie data is connected from GroupM’s Global DMP plus on a project basis purchased from approved 3rd party suppliers.

Is AccountBase a media company?

AccountBase is fully media independent. Media and platforms are added when is in our client best interest, very often due to brand safety and relevance.AccountBase is part of GroupM, the world’s largest advertising media company in terms of billings. GroupM was formed in 2003 by WPP Group to serve as the parent company of WPP’s media agencies including Mindshare, MediaCom, Wavemaker, Greenhouse Group, Essence, m/SIX, QUISMA, Xaxis, Outrider, Catalyst, Quasar, Movent, Vocanic, Plista and AccountBase. It handles over 32% of the world’s media billings making it the world’s largest media investment management operation.

Can you remove media sites if requested?

Media domains can be deactivated from whitelist if requested. If you already have private deals with some domains or are using them in different programmatic solutions you can also look at the occasional overlap as increased reach.

Which DSP are you using?

Programmatic ABM is executed and optimized through a bespoke integration with AppNexus ( market leader DSP)

Is AccountBase based on retargeting my company visitors?

The default set-up is pure prospecting – Retargeting can be used to optimize engagement.

Do campaign performance and viewability correlate?

Other than situations when viewability is extremely low, campaign performance and viewability do NOT correlate. GroupM DK ran a case study with 4 million impressions and 4.000 clicks. Media publishers were categorized in 3 groups: a) High Interaction and Low viewability, dominated by media publishers and publishers that write the content themselves b) Lower interaction rate and Low viewability, dominated by small local media players c) Lower interaction rate and High viewability, dominated by international media publishers.

The numbers showed that despite of lower viewability rates content based publisher websites are the ones driving the highest brand interactions.

Programmatic B2B viewability

What is viewability. Should I worry about it?

Wiewability is the ability for a digital ad  to be seen by an actual web visitor. It means that both, it needs to be visible on the screen at least for one second and the visitor needs to be human, not a  bot or a machine – which makes up most of the Internet traffic. When as much as 50% of digital ads are not viewable, it’s no surprise that viewability has become a top concern in digital advertising.Due to the design structure of most content rich website ( news media , etc… ) much of the content will be out of screen when the page is loaded. The implication is that some of the ads placed lower in the screen will initially not be visible. As banners are instantly sold when the page is loaded, we can not at the same time optimize for highest viewability by also wanting to be in the right context. The two dimension will often be in conflict and hence we should make of viewability one of many campaign dimensions but not an absolute KPI.

What is the average viewability in the market?

According to Integral Ads MQR H2 2017,  the average viewability accross all markets is at 54.7%. At AccountBase, and according to Adform, the value was 58% in the period H2 2018.

For more details see here

 

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