DoubleClick came to us for help in tackling this challenge, particularly around getting those brand CMOs and CROs at large publishers ready and willing for programmatic in 2016. They wanted a simple content execution where decision makers could learn about the programmatic, why it’s important and how to get started with it. They were agnostic to the actual format, but it had to be engaging.
To answer this brief, we decided that a unified execution that could serve both audiences – advertiser and publisher – would be the best way forward. Although they sit on different sides of the “fence”, when it comes to programmatic the needs of advertisers and publishers are actually quite similar. From that, we decided that the execution should be interactive, to allow people to self-identify and find the most relevant content to their needs, quickly.
We also realized, through this process, that not everyone has the same level of knowledge when it comes to programmatic, so the solution should deliver content appropriate to the user’s level of expertise.
Finally, since this was set to launch at the start of 2016, it felt natural to have something around the idea of “New Year”. We thought, hey wouldn’t it be cool if DoubleClick could serve people targeted New Year’s resolutions based on their knowledge of programmatic? If you knew a little, your resolutions would be around learning the basics, or if you knew a lot, your resolutions would be around maximizing your efforts and taking them to the next level.
Thus, the idea of the Programmatic New Year Quiz was born.
The idea itself was straightforward. Invite brand marketers, ad agencies and publishers to take a simple 5-question quiz and give them custom resolutions (i.e. content assets and resources) tailored to their answers. The questions would be short and in a multiple choice format, allowing users to breeze through the process quickly and get to their results.
When it came to creating that custom content, we didn’t have to reinvent the wheel. Having helped them create a lot of it, we know that DoubleClick already has a wealth of useful assets and resources covering programmatic. We felt that, providing we framed it correctly, the majority of this content could be either reused as is or repurposed into more bite-size formats that we could deliver as part of the custom resolutions.
By doing this, not only were we being lean in our production of content but, more importantly, we were extending the value of DoubleClick’s evergreen suite of programmatic assets and resources.
We carried out a very lean audit of their published programmatic materials (white papers, guides, case studies, videos etc.) and mapped it to two “personas” – advertiser and publisher – and three levels of experience: those who were new to programmatic, those who had some experience and those who had considerable experience. Each knowledge level would be served with three resolutions, with one content asset, or set of assets, for each resolution.
From this content mapping, we were able to “reverse engineer” our user journey – our quiz questions – that would lead people to their most relevant resolutions and content. Our first question was simple – just ask if they are a marketer or publisher, but we realized that we needed to account for ad agencies as well as brand marketers. Content for brands is also relevant to agencies, so it was just a case of including agencies in this self-selection, and serve them the same following questions as brand marketers.