3 Reasons Why Publishers Need a DMP
The global advertising spends are going to touch $540 billion by the end of 2015 and digital spends would have hopped up by 15.7%. As brands place bigger bets on digital, the emphasis on ROI and better engagement will continue to grow. With growing emphasis on making every dollar count, it’s not just about impressions anymore. It is more about reaching the right audience and this is especially true for publishers who dish out content and ads for their users’ consumption.
A DMP (Data Management Platform) helps publishers
- Generate deeper audience insights and personalize experiences for every single user.
- Monetize impressions better by offering relevant audience segments to their advertising partners.
- Target new users and target a wider audience.
Read on to find out how all of this works with a DMP
Typically, publishers have user data scattered across different assets that do not talk to each other and identifying a single user across assets is almost impossible. This also means that publishers are unable to understand customer personas completely. Let’s take the example of a publisher who owns two assets – a news website and a music app. When a user visits the website, the pages frequently viewed, the time spent helps build a profile for this user. If the same user downloads the app, another profile is constructed. You must overlay these two user profiles to understand the user’s interests really well .
A DMP gathers customer data from different sources on a single platform to identify a single user across your assets helping you generate a deeper understanding of their users. Using data enriched using a DMP gives you three distinct advantages:
- Enrich user experience – Mapping a user across different assets help you complete the user profile and personalize the user’s experience through relevant content and ads. For example, you could find out her frequently read topics/sections, the music that she listens to and then customize your emailers, ads, notifications to include content that are relevant to the user. With a DMP you can action multi-channel marketing and ensure that the same message is shared with the user on different channels. The user takes notice of your conversations and stays engaged.
- Offer niche audience segments to advertising partners – A fashion brand might want to target users who have visited the fashion section on your website at least 5 times during the last 2 weeks and has looked at articles about a recent fashion. The user must live in India, must be between 18 to 35 years of age and must be a frequent online shopper. With a DMP, you can easily create such niche user segments and show ads that are relevant to the user’s interests drawing more clicks and assure greater ROI for your advertising partners.
- Audience extension and look-alikes – Let’s look at an example. A DMP combines behavioral data displayed by your music app users across different transaction points and identifies common traits displayed by subscribed users. You can match these attributes with other users to identify potential subscribers for your music app. Focus your efforts to target these users and you could grow your subscribed user-pool significantly. You could go ahead and offer a similar audience extension to your advertising partners as well.
Marketing has always been about customers. With the evolution of technology and the personalized experience that customers are getting used to, it is imminent that publishers must focus on an audience-centric strategy. Want to know more? Reach out to us at firstname.lastname@example.org