What is the differentiation of DSP? Points to leverage your company's strengths

In several series so far, I have explained the structure and functions of DSP, and the characteristics of each DSP (Demandside-Platform) vendor.

[Past blog]

This time, when actually using DSP as an advertiser, we will explain how to effectively utilize your company’s data and customer information and connect it to marketing activities.

Marketing activities using DSP

Based on our experience, the priority order when operating DSP in the BtoB area is as follows.

1. Billing method: Most DSPs charge for impressions (billing per impression), but there are also companies that charge per click. Among these, CPM (Cost per Mille) and CPC (Cost per Click) are important indicators.

2.Targeting: This term is often used as audience targeting, but it is important to be able to segment and distribute to the customers you want to target.

3. Distribution aspect: In BtoB, many advertisers are very concerned about this. In particular, appearing in business media is often considered important.

4. Setting the day of the week and time: It is possible for each DSP provider to set the day of the week and time to deliver at the intended time. However, the challenge is whether you can achieve the ideal number of distributions and clicks within a narrowed-down time period and day of the week.

5. Track record: Although there are differences between companies and what evaluation indicators are used, companies in similar industries when using CPA (Cost Per Action/Cost Per Acquisition), CPC, and CPM It is important to have a proven track record.

*For reference

CPM (Cost per Mille): An indicator used to show the cost-effectiveness of advertising fees. The price is set for 1,000 postings (1000 impressions). In the case of pay-per-impression, you are charged every 1,000 times an ad is displayed (visible or invisible).

CPC (Cost Per Click): An indicator that measures the effectiveness per click. Also known as “cost per click,” advertisers are charged when an advertisement posted on WebLP (for example, a listing advertisement) is clicked and a visitor visits the advertiser’s site.

CPA (Cost Per Action/Cost Per Acquisition) is a value that indicates the advertising cost per conversion (CV).

How to use DSP to leverage your company’s strengths

The most typical example is retargeting.

Retargeting is a method of encouraging users who have previously visited an advertiser’s website to visit the site again by displaying the same advertiser’s ads in ad space on other sites.

Benefits include increased visibility and high conversion rates, but it seems difficult to achieve success just by using retargeting.

How to effectively use

Conversion expansion: How to expand and deliver to users who have converted (CV) even in retargeting

Retargeting x keyword specification

Retargeting x site specification

Retargeting x DMP (abbreviation for Data Management Platform. Simply put, it is a “platform for managing various information data accumulated on the Internet”)

and so on.

For each retargeting layer, we look at past performance and other factors to narrow down the keywords and distribution aspects, and we also combine the distribution layer with the DMP that the advertiser owns.

summary

◆In marketing activities using DSP, billing method, target, distribution aspect, day of the week, time of day, and performance are important indicators for operation.

◆Results and reviews will vary greatly depending on what evaluation indicators you use.

◆Our strength is that our main distribution method is retargeting advertising using data.

◆It is important to approach it in various ways while implementing it.