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StackAdapt Partnerships: Unlocking New Inventory Opportunities

Savvy marketers know that there are a number of different ways to use their DSP to achieve optimal results. While traditionally, the majority of inventory is facilitated through the open marketplace, sometimes there is a need to be a bit more private and strategic about where you want your ads to run. Deal IDs can unlock inventory reserved for deals or they can be used to target very specific inventory.

StackAdapt clients have always enjoyed access to brand-safe, premium and relevant inventory through the open marketplace and while this tactic will remain as relevant as ever, we are excited to introduce StackAdapt Partnerships – a team to help marketers achieve their goals by enabling supply partnerships across the ecosystem.

According to eMarketer, Private Marketplaces, or PMPs for short, have been rising steadily since 2016, with $9 billion being spent by advertisers this year alone. The spend is predicted to rise to nearly $13 billion, accounting for almost 20% of total programmatic spending.

PMPs can provide an optimal solution to many campaign challenges – allowing access to higher-tier inventory, inventory not available on the open exchange and greater control over the placement and the performance. Whether the goal is to get in front of video-on-demand bingers, snag that above-the-fold placement or ensure an exact audience match with a list of curated publishers – PMPs can help marketers get there.

Designed to deliver precise target at scale, private marketplaces are a hybrid of the access and agility of the open exchange, with the control and safety of dealing directly with publishers. Now the best of both worlds – high-performing open and private marketplaces – is available in StackAdapt. And the StackAdapt Partnerships team will do all of the heavy lifting for you.

At a glance, here is the differences between open and private marketplaces:

Deal IDs

Deal IDs provide added functionality that makes it easier to set up rules for deals.

The StackAdapt Partnerships team will create Deal IDs packaged for tentpole events such as Thanksgiving, the Super Bowl and Valentine’s Day, and vertical-specific Deal IDs for travel, finance, healthcare etc. The team will also facilitate custom deals for StackAdapt customers upon request.

To enhance this offering, StackAdapt is also releasing Deals Inventory in October. Customers will be able to activate pre-packaged exchange deals and request custom bespoke deals within the platform.

To learn more about the StackAdapt Partnerships team, reach out to your representative or contact us.

5 min read

Campaign Planning Anxiety? We Have the Cure!

“Plan your work and work your plan”, a quote of unknown origin but slight variations of it have been used by Vince Lombardi, Margaret Thatcher and many others.

So now you’re thinking…. great quote but I can only effectively plan my work if I have access to the right tools – I am already an expert at working my plan when I have one.

At StackAdapt we understand that the ability to proactively plan your campaign will help to:

  • Avoid jumping right into execution without insights into where your best successes are
  • Reduce the anxiety and stress of decision making
  • Eliminate dealing with last-minute fire drills

Which is why we are excited to announce our latest feature, the StackAdapt Planner.

The StackAdapt Planner gives you the power to identify high-value advertising opportunities before a single dollar of your budget is spent.

To best counteract any campaign planning anxiety and inform your ad strategy, use the Planner to surface the potential target reach and performance benchmarks from within StackAdapt across Devices, Categories, Channel Types and Geographies.

The Planner will show the inventory availability based on total impressions, as well as benchmarks for performance metrics like eCPM, eCPC, eCPE, CTR and Completion Rate %.

This has the potential to take your conversations with clients to a whole new level!

Contact your StackAdapt representative to learn more.

Not a StackAdapt customer? You’ll definitely want to be now – see the StackAdapt Planner (and so much more) in action.

3 min read

The StackAdapt Creative Studio: Design Expertise + Technology = Peak Performance

Data and technology can help deliver an ad to the right audience and ensure it is viewable – this is part of the core of StackAdapt – but regardless of the power of technology, it has little influence over actual engagement on the ad. That’s where the creative has the potential to make or break campaign performance.

Maintaining the integrity of a brand and the aesthetic requires a human touch. Our newly launched Creative Studio puts StackAdapt in a unique position to offer services that not only leverage the performance and optimization of our technology, but also to tap into a team of experts to produce creatives that will help you achieve peak performance with your programmatic campaigns.

The Creative Studio interacts with the client-facing teams at StackAdapt, and with clients and agencies directly, to provide feedback on how to improve existing creatives to achieve better performance or to gather assets, understand the campaign goals and customize creative to fit the advertisers needs. The key is to ensure a brand’s creative story remains consistent across all marketing channels.

The Creative Studio can help with:

  •      Creating new native or display ads
  •      Turning display into native ads
  •      Turning static display into dynamic/interactive display ads

Led by Luc Samanski, a creative and innovation award-winning senior industry professional with extensive experience in ad composition across a breadth of ad formats, the Creative Studio develops and executes custom creative advertising solutions that work.

 

 

Dissecting Native Advertising Creatives

The non-experts in the crowd tend to look at a native ad creative similar to a photo or a painting, but the experienced individuals will break it down into what works and why. Luc has dissected a native advertising creative for Porter Airlines:

What makes this native ad great is that Porter Airlines, rather than simply talking about flights, is providing some helpful suggestions on restaurants to visit at a given destination. They exercise good photography selection with an image of an interesting and appetizing meal.

Porter also has a very visible and clear CTA at the top to drive conversions for travellers who are curious about visiting Toronto. Once the user clicks on the ad they are linked directly to the article covering the best brunch spots:

Having quality content will always lead to a more positive and memorable interaction for the user.

Tips for creating enticing, engaging, high-performing ad creatives

Tip 1: Content is king

Consumers are getting smarter and smarter and high-quality content is not only more likely to resonate with consumers, they are more likely to positively engage with it. Avoid clickbait captions because consumers are aware of when they are being advertised to or misled.

Tip 2: Choosing the right images

When it comes to image selection, avoid images that are too “stock image-esk”. Find more interesting lifestyle photography that tells your brand story – and avoid having any copy on the image. The combination of the right image with great content will ensure you’ll have a great click through rate!

Luc and his team can help you bring creative to digital. Reach out to your StackAdapt representative to explore options for your campaign or download our 1-pager to learn more.

8 min read

Best Video Advertising Platform – We’re Flattered!

According to the State of Video Marketing 2018 Report, video usage is on the rise – with 81% of businesses using video as a marketing tool. This should be no surprise since we watch a LOT of  video, more than 3 hours of video in a typical day. So as a marketer it’s obvious that you need to incorporate video into your marketing mix or perhaps boost what you are doing today.

And if you need even more ammunition – 85% of people say they’d like to see more video from brands in 2018. So how do you determine the best demand-side platform to run your video content, since there are several to choose from in the market? Determining the right one for your organization depends on who you ask, the problem they are trying to solve (is it similar to yours) and how they evaluate success.

Analyst reports can have stringent criteria and typically focus on solutions for really large enterprises, who more often than not, don’t share the same business objectives and challenges as smaller organizations in the same industry. So most individuals will look to review sites or other online sources to help make their decision easier. Sources like G2 Crowd.

We are flattered that our customers and G2 Crowd has deemed StackAdapt the #1 Video Advertising platform from their consolidation of reviews for Advertiser Campaign Management Software.

A trusted research tool for software, G2 Crowd is a review site for business technology. G2 Crowd continually collects, aggregates, and analyzes user reviews, where its analysis is captured in G2 Crowd Grid Reports and on their website. Resources from G2 Crowd play a critical role in the evaluation process of thousands of software buyers globally, who use the Grid to help them quickly select the best Advertising Campaign Management products for their businesses and to find peers with similar experiences.

Read what this agency has to say about StackAdapt and Video Advertising:

StackAdapt not only performs as a video advertising platform, it also ranks as a high performer on the G2 Crowd Grid for Demand Side Platforms. Read more about Our Advantage or see first hand why users rave about StackAdapt.

4 min read

StackAdapt Releases Smart Motion, Whitelist Me, and StackBot

Twelve months ago today we released game-changing Astrological Targeting. Since then we have been working on products that we thought were key to redefining how modern marketers will experience enterprise advertising software. We wanted to take the best parts of user experience from consumer products and bring that onto our StackAdapt platform.

Today, we would like to introduce three of our latest products

StackAdapt Smart Motion

With Smart Motion, we read input from your phone’s accelerometer and translate that into actions on the StackAdapt platform. Shake your phone to stop a campaign, or toss it in the air to start one.

StackAdapt Whitelist Me 

For the modern market on the go, the big challenge is being able to understand where the ads are running. The biggest challenge marketers face is that you have to navigate through these domains manually. We built an app that allows you to swipe left or right to remove or add domains depending on whether you think they are suited for your campaign or not.

Personal Virtual Assistant: StackBot

We already leverage a lot of AI to build our targeting segments. We wanted to take it a step further with our new personal virtual assistant: StackBot. StackBot can understand, interpret, and take action on complex commands that you give it. This includes a number of commands such as increasing budgets by a certain dollar value, or pausing a campaign during certain dates.

By the way, April Fools’. 

4 min read