SAYING GOODBYE TO WASTE – WHY THE FUTURE AT CARAT IS MORE EFFICIENT WITH CROSS PLATFORM CAPPING
With an increasingly complex OTV landscape, more platforms, more users, more devices the frustration for advertisers is that this means more waste. Successful campaigns are built on the widest possible reach. For both prospecting and retargeting campaigns we want to reach one person with five impressions, not one person with twenty impressions.
CAPPER is Carat’s solution to this challenge. Built by the Carat Client Solutions team specifically for the China market, this proprietary tech allows advertisers to automate and optimise programmatic direct buying across OTV platforms – reducing wastage and increasing precise targeting.
Moving out of test phase in mid-2017, CAPPER is now live across key Carat clients with great feedback.
Eric Weng, MD for Client Solutions explained; “Not all DMP’s can be accurately measured using current tracking solutions. We’ve integrated CAPPER with our own audience data so we can retarget based on previously served impressions. Using online survey solutions we’re able to further filter with qualified and unqualified leads. With this added level we’re able to increase KPI delivery, overall DMP effectiveness and increase precision in reaching our target audience.”
Currently in the industry, tracking companies often have difficulty in discerning anything other than gender and age. Through Capper’s integration with Carat’s business science team, the integrated survey solution allows advertisers to answer the question of who they are actually targeting and what media strategy they should take moving forward.
CAPPER works with all major 3rd party tracking tools such as Admaster, and Nielsen to find the right frequency cap, which is a combination of campaign goals, experience, and mid-campaign or historical campaign data. The aim is to apply frequency caps on separate tactics to reach different types of visitors. For example CAPPER can segment based on:
- New/recent visitors seen within the last 24-hours: set a high frequency cap on this tactic
- “Intermediate” visitors seen previously, usually within the last 2-7 days: 3 exposures per device per day
- “Long term” or “older” visitors seen more than 7 days ago: slow down the exposure rate. Consider setting a lower rate (like 1 exposure per day) on this tactic.
Weng added; “We’ve seen significant cost savings by using CAPPER and working with 3rd party tracking vendors. One current example has been for a leading premium drinks brand. Their campaign is live across QQ, Iqyi, Youku, LeTV and more. By deploying CAPPER we’ve instantly delivered a 34% saving on cost per +3 unique views”.
Fulfilling the commitment to bring transparency and combat anti-fraud, Capper is now also powered by RTBAsia for both viewability and anti-fraud. This cooperation allows selecting client’s impressions to be referenced and matched against RTBAsia’s vast database of IDs.
This is an area of continued investment for Carat, CEO Ellen Hou expanded on the future developments; “programmatic delivery is dramatically reshaping the advertising landscape but transparency and fraud are critical issues that need to be resolved by all industry partners. We’ve invested in building tech like CAPPER and other solutions because what’s available currently isn’t good enough. We want to make sure Carat clients are reaching real people, with the right message, at the right time. The next six months will see us building out CAPPER as a full data driven marketing tech service that connects tech with analytics and strategic consultancy”.