What are SCMP expert’s best practice tips for programmatic advertising during ‘unusual times’?

June 23, 2020
SCMP Updates
Businesses need to protect their brands and make the most of their reduced advertising budgets as the world heads towards a severe recession amid the continuing Covid-19 pandemic. 

Timmy Bankole, the South China Morning Post’s associate director of digital operations, shared his advice and insights into how programmatic advertising can help marketers during a webinar titled “Best Practices for Programmatic Advertising during Unusual Times”.

Bankole started by introducing the Mobile First Strategy, which requires brands to clearly understand mobile programmatic metrics and user experiences. 

Studies show that 50 per cent of all global web traffic occurs on mobile phones, and that mobile users spend more than 90 per cent of their time online within an app. 

Bankole said it is essential for marketers to ensure that their creatives – ads that users see on websites and apps –  such as short-form videos and engaging images are made for the right devices.

“From a programmatic standpoint, you have the reach to get to many people, you also have rich data signals and you also get to make the best out of the in-app environment,” Bankole said, adding that mobile app-targeting is very useful for building profiles to further find audiences and improve return on investment (ROI).

Bankole offered a number of best-practice recommendations that brands can follow to improve their programmatic advertising strategies:

  • Avoid cheap inventory, as lowering bids could lead not only to allegations of fraud, but also reduce reach into quality audiences
  • Build direct relationships with publisher partners
  • Buy from trusted sellers to serve your inventory
  • Invest in advertising technology  to ensure your pairing is in the right environment
  • Programmatic ensures reach and engagement, but a blanket approach to brand safety counteracts it
  • Brand suitability provides better options for brands to place their ads
  • Set realistic key performance indicators and look beyond the clicks
  • Metrics such as viewability and time on page are key engagement benchmarks, which should be coupled with clicks to show true ROI, rather than simply clicks
  • Create a strong attribution model that ensures synergy between different platforms
  • Tailored creative ads can lead to at least a four-times-higher performance
  • Create and execute a data-led approach to target audiences
  • Take personalisation one step further with dynamic personalisation user experience (UX)

A recording of the webinar is available on the slider. Contact us at [email protected] to get a copy of the presentation.

About South China Morning Post

The South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States. SCMP's vision is to “Elevate Thought” and our mission is to “Lead the global conversation about China”. Additionally, SCMP publishes a portfolio of premium lifestyle and fashion titles in Hong Kong including Cosmopolitan, ELLE, Esquire and, Harper’s BAZAAR. SCMP is also home to Abacus, a digital news brand focused on China's tech industry; Inkstone, a daily news brief for those curious about China's growing impact around the world; and Goldthread, a content platform with a focus on food, travel and culture in China. In 2020, SCMP became the first news organisation in Asia to join the Trust Project, a consortium of top news companies developing global transparency standards for credible journalism.