5 Best Programmatic Practices for your Holiday Campaign

How can you make the most of programmatic with your holiday campaigns?

1. Set a clear goal for your campaign.

This is the most important step in the process, as it will inform every other aspect of your holiday campaign. You need to have one clear goal, whether you want to increase your message reach to your target audience or have them perform an action such as purchase, submission of information or visit to the website, you will need to consider which of the following strategies is the best for you: Cost Per Thousand Impression (CPM), Cost Per Action (CPA), or Cost Per Click (CPC).

2. Identify your target audience.

To do this, you need data. But remember: It’s not about using a lot of data – it’s about using the right data. At a certain time of day or place or on certain devices? That’s contextual data. It’s commonly based on the device ID or IP address and is determined at the time the ad is loaded.

Of a certain age, gender, occupation, or income? That’s demographic data. This type of audience data comes from third-party data providers like Nielsen, TowerData, comScore, or Acxiom — or from the publisher themselves. Who are current customers? That’s CRM Data. You can even bring off-line CRM Data online using a service like LiveRamp.

3. Have a clear creative for the holiday season.

Go back to your goal and make sure every aspect of the creative drives towards that goal. A clear creative sets expectations and inspires action. By simplifying, adding a stronger color and featuring one item, one of our clients Wayfair was able to increase their click-through rate by 56% month-over-month.

4. Align your landing page with your goal.

Keep it focused on the action inspired by the creative and make sure the to transmit the feeling of immediacy and excitement. Simplify copy use and go for short taglines to communicate the holiday campaign incentives and engage the users. Finally, keep mobile in mind and use tools such as cross-browser testing to see how your page renders in other browsers.

5. Measure the effectiveness of your holiday campaign.

Establish benchmarks, measure constantly, test, learn and adapt your strategy to reach your holiday email marketing goals. LiveIntent will pass back user-level data on every impression served, so you can more accurately measure the incremental reach and effectiveness of your campaign!

Where does LiveIntent come into play?

In programmatic terms, LiveIntent is a display ad exchange that lives within the email channel – an ad server for 2000+ premium publishers’ email newsletters across +180M monthly unique, logged-in people. People-Based Programmatic In Email allows you to buy display and native ads in email just like you do on the web, only with much higher standards.