Leveraging Ads Data Hub (ADH) for Unlocking true potential of Programmatic Campaigns

Programmatic advertising has revolutionized the way media is bought, adding transparency, efficiency and accuracy to media buying process. It allows advertisers to opt for different types of media buys and further consolidating them within a single campaign which includes YouTube, Premium Publishers, OTTs, CTV, DOOH, and Open Exchange inventories. Due to such a wide range of inventory, it has become a go-to platform when it comes to digital branding.

Consolidating digital media buys through programmatic has several benefits:

  • Campaign level frequency management across media and, hence getting de-duplicated Reach.
  • De-duplicated reach helps in getting better value for money invested by getting more unique users at the same cost.
  • Single dashboard view of all media buys and therefore better campaign management
  • Detailed and consolidated reporting which includes Reach & frequency Analysis, Conversions tracking, Patha to conversion analysis, Brand & search lift studies & many other reporting dimensions are available.

Although programmatic DSP’s have a potent list of reports to measure the campaign performance. they still seems scope for more detailed analysis and reports to prove the efficacy of programmatic campaigns. Advertisers are still left with questions such as

a) What is the impact of my programmatic branding campaign on my existing performance?

b) What is the Optimal Frequency to achieve the desired KPIs for my future campaign?

c) Did my programmatic campaigns overlap with other channels? Did media consolidation help in reducing overlap?

d) Was there any movement and lift in Brand awareness and consideration?

These are important analysis that needs to be done in order to judge true effectiveness of a programmatic branding campaign. This is where ADH (Ads Data Hub) comes into the picture.

ADH is a privacy centric, data warehouse developed by Google that provides means to do advanced analytics and measurement for all your digital campaigns. It allows advertisers to access and analyze their advertising campaign data across various Google platforms, including Google Ads, YouTube, and Display & Video 360.

How does ADH helps in analyzing programmatic campaigns:

  1. Brandformance Analysis:

This analysis not only helps to measure reach across various channels such as open exchange inventory, programmatic guaranteed deals,  Youtube etc, but will also analyze the overlap within these channels. The overlap between combination of multiple campaigns is studied and its effect on the performance is identified. The overall impact of Branding campaign on lower funnel numbers can also be analyzed. This will help in identifying the channels which will help you lower funnel campaigns perform more efficiently. As we can see in the screenshot below, a Youtube + display combination has yielded in higher CTR.

youtube & Display more effective together

Optimal Frequency Analysis:

Advertisers remain skeptical about the Average Frequency they are supposed to operate on to get the best results. This analysis helps them in getting the optimal frequency that gives the best results for their KPIs. This involves finding a balance between maximizing exposure and engagement while avoiding overexposure and potential negative effects such as ad fatigue.

Youtube vs Display frequency which drives higher engagement

2. Target Segment Overlap Analysis:

3. Understanding where users intersect can help you optimize your ad campaigns by reducing wasted impressions and aid your future targeting strategy by creating audience segments with lower overlap. The overlap can be identified between Channels/Segments/Publishers. Once the overlap is identified, we can choose and create filters to avoid the overlap and reach incremental users.

4. Custom Publisher Attribution Analysis:

Publisher level understanding to identify best publishers in terms of ROIs (or any other KPI). Every publisher plays a crucial role in customer’s conversion journey. Identifying these top/least contributing publishers can help advertisers in deciding whether to go ahead with these publishers or not.

5. Campaign Impact using Custom Brand Lift Analysis

Apart from pre-defined Brand Lift Studies, ADH helps advertisers with custom studies as well. Brand Track study can be run for custom questions and understand whether the Brand campaigns helped in lifting user’s interest towards the brands.

Campaign Measurement with Brandometer360

Analyzing Branding / Performance campaigns using Ads Data Hub (ADH) can provide valuable insights that help assess the effectiveness of the campaign in achieving its objectives.

ADH also provides these additional Insights for Branding Campaigns:

  • Reach and Frequency: Understanding how many unique users were exposed to the campaign and how often they were exposed helps in assessing the campaign’s overall reach and saturation.
  • Audience Demographics: ADH provides demographic data of the audience reached by the campaign. Advertisers can assess whether the campaign reached their intended demographic groups or if adjustments are needed for future targeting.
  • Brand Lift Metrics: ADH enables advertisers to measure brand lift metrics such as ad recall, brand awareness, and brand consideration.
  • Cross-Channel Attribution: ADH allows advertisers to analyses the impact of their branding campaign across multiple channels and touchpoints. By understanding how different channels contribute to brand engagement and conversions, advertisers can optimize their media mix to maximize brand exposure and impact.
  • Content Performance: For branding campaigns that include content partnerships or sponsorships, ADH can provide insights into the performance of individual content pieces or placements.
  • Competitive Benchmarking: ADH can also be used for competitive benchmarking by comparing the performance of the branding campaign against competitors. Advertisers can assess their share of voice, brand mentions, or other relevant metrics to understand their competitive position in the market.

ADH provides these Insights for Performance Campaigns:

  • Lifetime Value Analysis: Advertisers can use ADH to perform lifetime value (LTV) analysis to understand the long-term impact of their performance campaigns on customer acquisition and retention.
  • Custom Data Analysis: ADH supports the integration of first-party data, allowing advertisers to combine their own data with Google’s campaign data for deeper analysis. This enables custom segmentation, audience profiling, and in-depth analysis of campaign performance based on specific business objectives and target audience characteristics.
  • Advanced Analytics: ADH provides advanced analytics tools and functionalities to perform sophisticated analysis of programmatic campaign data. This includes data visualization, trend analysis, cohort analysis, and predictive modelling, enabling advertisers to gain deeper insights into campaign performance and identify optimization opportunities.

Case Study: Food Delivery Giant drives higher orders with branding leveraging Ads Data Hub

Overall, Ads Data Hub empowers advertisers with advanced analytics capabilities, cross-channel attribution, privacy compliance, and the flexibility to derive actionable insights from their programmatic campaign data. By leveraging these features, advertisers can optimize their campaigns more effectively, drive better results, and maximize ROI in the programmatic campaigns.

If you are interested in understanding how programmatic campaigns powered by advanced digital analytics like ADH can help you drive more efficient digital campaigns, feel free to reach out to growth@perfromics.com