Belinda Taylor, Media Mind at Cape Town based agency Tag 8 discusses their business alignment with digital media buying agency Atmosphere Orange and their programmatic campaign successes to date.
How has working with Atmosphere Orange boosted your business?
“We currently partner with Atmosphere Orange on the digital aspect for two of our clients. We have seen a real boost in business for both our clients. Personally, I enjoy working with programmatic marketing in the digital space. It has reach and offers such a defined target market across a variety of sites. It’s affordable and it’s trackable. It delivers on a brand’s campaign objectives.
For the one campaign we wanted to drive consumers to their website and heighten the amount of conversions. Using visual media and real time bidding (RTB) through MediaMath we got the highest conversions they had had throughout the campaign, and those conversions originated right out of the RTB aspect.
When a client has clearly defined objectives and KPIs they need to meet, we always motivate for RTB if it aligns with the campaigns goals. Our biggest challenge is communicating to our clients what RTB is and how it works; this is central to them understanding its effectiveness. In order to do so, we provide presentations and use case studies to show its relevancy, how it meets those KPIs and how exactly RTB can achieve that.
Were there any surprises in the process or in the results?
With our one client we had a surprise. It was a long campaign and we found there was a drop in click through rates, which was a result of banner fatigue. We went back to creative to reassess before going live again with the next burst.
Weekly reporting is helpful and we always do an end of phase report inclusive of insights, and we always brief creative on the results we get back from the data.
Using data metrics, we can then redefine a route to optimise the campaign. With the client, we decided to rework the banners and change the call to action. Atmosphere Orange also suggested we use AB split testing with two different calls to action to see which worked best and then further optimisation from there.
Has it changed the way you think about either clients, branding, advertising or your business?
Working with Atmosphere Orange has definitely changed our digital strategy. We started noticing it was more important to communicate its effectiveness to the client in order to understand RTB’s importance.
Most brands see digital as an add-on, but we see it as an ‘always on’ aspect to the campaign. It has the ability to achieve other objectives and it should be integrated within the overall media plan, it makes for a more holistic campaign. We get it, but it helps to remember where the client is coming from.
Digital is second nature to us but the forever changing online environment makes it hard for everyone to understand why it is so important. It’s still a traditional marketplace.
We aim to educate that digital is in fact the closest channel to their target market since it’s part of their habitual everyday life. Its the current trend and all brands should use it to connect with their consumers.”
Atmosphere Orange offers complementary insights sessions customised to brands in Cape Town, Durban and Johannesburg, visit www.atmosphereorange.co.za.