Mohammed Shakeeb Ashfaque

Okay. Okay. My name is Sikib, and I have a decade of experience in the support industry. Initially, I started with support at Dell Computers, and then I have 8 years of experience in digital marketing, where I started with publisher support initially with The Google Publishers platform, which is DFP. And then I started working with DV 360 on agencies like you know, Gail partner in Bangalore. I have experience around TDP, all these DSP's platforms, where I'm taking care of all the tasks as the account manager here in my current organization where I take care of execution planning, you know, monthly reporting, performance analysis, optimization, and client interaction as well. And I do interact with the planning team as well when it comes to executing and giving the insights on the planning.

Initially, I'll look around all the options we have, You know, based on the geography, I'll run a availability test to see how much in each geographic area you can deliver. And then based on the availability of inventory, I can divide my budget to it. And then, Based on that, I can start optimizing my campaigns. Technically, I will go by location to location based campaign. If you have D u three sixty, then I'll go by insertion orders or line items, and then I'll further go down by the styles, which location gives me higher performance there. I will push budget more and IR inventory availability report. I will also see that, to come to a conclusion, if It is a geographical based campaign, which I'm running currently for a few of my live clients, where we focus a lot on the geographies, where We have divided the campaigns across all the geographies separately to optimize it better. And then even under the geographical campaign, we do try a lot of tactics to in order to understand which tactic performed better for us. And based on that, we can try and optimize it. So, there is an account we have with which I'm working on called Badfitter. It's one of the US Advertisers, with the they're into, you know, bath bathroom tops and showers business. So, I'm optimizing their campaigns based on geography, search on OTT platform, and we also have UvDU and OLV on DV three sixty. So, we are managing it through TTD. So, we have segregated these campaigns by locations, typically Livonia, Rochester, and all those kind of locations. So, we are managing that. So, we are giving the budget. So, we get separate budgets for all the locations first, and then we are running quite common tactics across all these locations. Why is the behavioral audience, which we try to target the audience which is in the same behavioral segment, where we try to tag the third-party audiences there? And then we have demo. This client is particular in terms of demo. They wanted to review the performance by demo, which audience giving them better performance. So, we do it by demo, and we also target the publishers through PMPs. We have sorted down couple of publishers which have more inventory available for these sort of audiences, for OTD and even in case of OLV. So, we do that, and then the other audiences look alike, where we try to target the lookalike based audiences. And then we have connected with Magnite to give us some ACR-based publishers, which have a similar audience, so we are trying that as well. So, over the past few months, we have analyzed that the performance in terms of 30 seconds video, performing in terms of 30 seconds are doing better in terms of completion rate, in terms of a number of page visits, and in terms of Thank you pages. So, we tried pushing more 30 seconds of credit than 15 seconds. 15-second credits definitely have a higher completion rate, but the performance we're getting more in terms of page visits and the impression to page ratio on 30 seconds than on 15 seconds.

To control the pacing, I will optimize the pacing. I will not leave it to chance if we have a pacing budget, let's say, $1,000, for a month. I will tie and allocate the budget at a high level. And then I will try to optimize the pacing and move the pacing to the line item which is performing better. That's how I optimize my pacing of a particular campaign. That's one thing I do. And I also ensure that while controlling the pacing, I will ensure that I am not getting the highest GPM at the expense of a lower CTR. So I will also ensure that the CPM and CTR will be controlled when I'm controlling the pace, the accuracy of pacing of a particular programmatic campaign budget. So that's what I will do. I will look into the performing publishers. There I will allow for a CTR, which is how I can control my CTR metric. And I will also do the same exercise for the publishers who are delivering a better CPM. And I will create an extra line item to control my CPM. And then I will go for the one where I might be getting a higher CPM, but with a good conversion rate. So I will try to put that line into my as well. These three tactics – CTR, CPM, and performance – will be in line. And I will show that these three things will also ensure that they spend. So I will keep a daily cap to ensure the number of spend goals accurately across all three line items, and this will also ensure my pacing.

Third party, the function of a third party ad tag is to track the metrics of you know, metrics. Basically, if you're uploading the third party ad tag, we can track the performance of a creative on a third party platform. From a heavily used situation, we quite often use IAS tags with all of our creative to monitor and block non-malicious websites. So we wrap the credit with IAS blocking or wrapping tags or monitoring tags. So with this, we try to ensure good quality of you know, we try to serve the ads on good quality inventory. We track this performance over a week, every week or biweekly, to ensure we are serving on good quality. Because when we serve the ads on publishers' websites, we have to ensure that these ads score on the right website where the right relevant audience will be there. That's how we ensure it. So third party tags, we wrap it when we upload it in the creative.

Tough programmatic campaign. So initially, when we started with this particular client, Batfitter, we started on OTD. And then we were struggling to meet the campaign daily budget because of the limited geographies we had. This particular client wants to run the campaign only on a particular set of postal codes, not even in the entire city or DMA. We were facing a lot of difficulties initially. But then there was no scope to increase the campaign or broaden the campaign in terms of geography. So we were very limited in terms of scope to optimize it in that area. We had to think down on a lot of different angles in order to come up with a solution. So first, we tried going open auction rather than going with PMP. But in open auction, we noticed that there were no conversions we were getting. Conversions and the completion rate were not good in open auction. So we moved to private contract deals, where we connected with Magnite to get us some deals, which is quite relevant to the inventory we were looking for. We had a group of deals with from Magnite. That worked for us, and it has also delivered in terms of page visits and completion rate. And after that, we tried with different tactics, like creating local audiences after a certain number of days. We created that, and it helped us to deliver.

Viewability, yes. If your viewability is low, then we can't be sure that the ad was viewed by the user. So, in order to optimize the campaign better, we need to consider the higher variability to make a proper optimization. To let's say the viewability is 40, and we are trying to optimize that campaign, then viewability is less. Then we cannot expect the desired results. In order to optimize the campaign towards the goal, we should have some good viewability minimum of 60 or 70. In order to consider that particular action of a user as a correct answer, we need to consider that viewability.

Credential capping is like a limit or control we have to serve the ad to a particular user a certain number of times. Let's say if you're keeping the frequency gap as 2 hours per day, then the ad will not serve to that specific user or device more than 2 times a day. It is very important because we know we cannot show more ads to a user because it will be a bad user experience. If you're serving a limited number of times, 4 or 6 times in a day to a user, it may add to the user experience, and then we can record that as a converted user. And if you're bombarding a user, the user might not like it. So that's not a good experience to have. So frequency will play a role. There are 2 factors. One is, we should not give a bad user experience. That's one. And we cannot show ads to users we have already served the ads to. We should always look for new users where we can serve the ads and try to show them the ad. So that's how we can get a conversion as well. Keeping a cap, not limiting ads to 4 per day, we are limiting the ads to serve only 4 times in a day to the specific user, and we are trying to look for new users after the 4th time or 5th time. So that's how we are trying to reach new users, unique users, and existing users with a limited number of ads. So that's how frequency will play a role in getting conversions or potential conversions.

The techniques I use, I enroll myself in platforms like TDD, Google DB, and Google. A lot of updates are available every now and then. So I enroll myself with these activities. And I also go through articles online to see what updates are happening throughout the industry. So I will keep updating. I will also go through Google articles and TDD articles, which are available and quite updated every time. Google also has a platform where they give these kinds of updates in a summarized way, coming up with any updates near in the future. That's how I keep myself updated.

So, full funnel strategy. So I'll give you an example of my current client where I'm working, and this is where I can explain, I have divided the funnel into three funnels. Basically, we have awareness, consideration, and conversion. So awareness, where we typically run, you know, YouTube ads or OLV ads for awareness. For OLV and YouTube, I feel Dv360 is the better platform we have, where we can get direct YouTube inventory as well as the OLV in the online video inventory at a better price and better recipient. So I will go with that. That is one approach I will have, and then the consideration phase. And also, if I have any OTT in terms of awareness, I will go for TTD because TTD is a better platform where we will get a lot of OTT publishers at a cheaper, comparatively good CPM. So TTD is a better platform for ODT kind of a campaign. So I will go for TTD in that situation. And then if I have a cancellation funnel, I will keep it as a mix of both in terms of YouTube, where I can take a YouTube action campaign, VSC, where I can go for, and then I will also club it with video action. I will also go for a display consideration campaign which will focus more on conversion, and I will also keep that conversion campaign display campaign with lookalike tactics, and I will also include that tactic with a lot of other tactics as well, like keywords, contextuals, and then third-party first-party audiences, if we have any, those kinds of audiences, I'll mix it. And in third-party, the conversion funnel will keep it in Dv360. And if needed, I will keep it the same in TTD as well for OTT to see that it helped me grabbing the audiences. That's how I'll collaborate. So in order to come up with a kind of, when it comes to DSP vendor collaboration, usually any agency will be connected with all these vendors. Sorry, DSP vendors are together for any particular client. So we'll have these accounts created. So it will not be a problem. But when it comes to setting up this, it's pretty simple. I mean, based on the planning we have done, we can do it.