If I was born as a Programmatic Advertisement, how I would look like and what would have been the Programmatic Media Planning before my creation and optimization after my birth :
Introduction:
Hello! My name is Ranjan Ads-gupta, an interactive dynamic advertisement, having in build machine learning- NLP, brand safety and ad fraud tech with the capability to research the market on recent trends and collect impressions (make friends) from targeted audience, as per the requirement set in my algorithm - which is changing dynamically every moment.
Objective and the behind story (for the programmatic campaign) :
I was created on 5th Feb 1993 by two humans (father: Quality lead in xyz, and mother : teacher), with the intent to project their creativity to the right people via a medium of communication. Their targeted audience and criteria changes with the period of time, as well the strategies keep changing per their requirement while competing with the competitors.
Defining KPIs and test run:
My parents set their own metrics and measurements: Only when someone interacts with me, it was counted as an impression. The 1st impression I served was to the doctor, next few impressions were served by House advertisements in the Hospital_page. Few more House ads were served on our own Home_page for testing purpose, for next 3-4 months, some Remnant ads were served in my neighborhood_pages. It was like an A/B testing for measuring the impact of the ad, CTR (when someone comes to my Home_page), Conversions (brings some gifts for me)
[Must read : Interview Questions for Programmatic Account Manager/ Campaign Manager/ Senior Manager]
Identifying the right audience:
The first 6 months was trial period. My parents used to manually implement my impression to everyone by describing the product features. After 6 months, they start setting up the programmatic campaign as I was learning to walk, and was able to get some impressions by my own. So, it was the time to set proper targeting. My parents use to take me to the shopping malls, nearby parks, restaurants to collect the prospecting audience, who might be interested in babies. Later, when I started walking on my own, I was able to collect impressions and audiences for re-marketing purpose.
Campaign setup:
After some years, like 2.5 years, it was time to forecast based on the test programmatic campaign and set proper expectations to the clients. My clients were my relatives, neighbor, friends who had set expectations on my behavior, how would I respond to their interaction, what'll be my message to the users, where will I serve impressions (like my schooling), the publisher (like the specific school I get into) and the deliverable (that is my yearly results after each exams) as the ROIs
[Also read : Expected Interview Questions for Programmatic Analyst/ Strategist/ Coordinator/ Inventory Manager/ Programmatic Ad Sales]
Optimization :
My father was my teacher. Every time I was under spending, he keeps checking my reports (like from the school), and re-configure the targeting (studying).
Performance analysis is still in draft..
The article isn't yet completed. All the entities of Programmatic Ecosystem aren't yet declared. I'll keep the article updated whenever I get time. Please share your opinion or any suggestions, if any.
To be continued...
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