Taking on the advertising challenges of the software industry
Businesses in the software industry face specific challenges – challenges that require the right marketing strategy to overcome.
We have multiple clients in the software industry and have seen how powerful programmatic display can be in this marketplace. Now we want to share that experience with you.
In this guide we’ll look at:
- How programmatic display can succeed in the software industry
- Which specific industry challenges display can overcome
- What you need to look out for when setting up programmatic display
Contents
- How we use programmatic display to drive success for clients in the
software industry
- Programmatic display campaign framework
- Challenges in the software industry and how programmatic display can
solve them
- Want to start using programmatic display? Here’s what to look out for
- Programmatic display for the software industry
We’ve worked extensively with multiple brands across the software industry, looking to drive sales and trial sign ups across a variety of international markets. This was our objective for one of our partners, a global software design company.
Our weapon of choice? Programmatic display. With our full service offering, we work from the ground up – delivering a strategy that meets their objectives, creative that engages their audience, and reports that provide the transparency they need.
We think the results speak for themselves. Here’s some highlights from two campaigns we’ve run for this global software giant in 2018.
Promoting a flash sale across 2 weeks in April
- 1.8 million impressions across 16 international markets
- 109 subscription sales with an ROI of 4.62
- Incredible ROI of 17.44 for the UK market
Driving free trial sign-ups across 2 weeks in July
- 1.8 million impressions across 16 international markets
- 109 subscription sales with an ROI of 4.62
- Incredible ROI of 17.44 for the UK market
If you think of display as a single banner driving to a landing page, you’re living in the programmatic stone-age. Here’s what a fully implemented programmatic display campaign should look like for the software industry.
Working with global software design companies, we’ve seen the challenges faced by the software industry – and successfully used programmatic display to overcome them.
Breaking into new markets
Opening up new international markets is key for continuing growth in the software industry.
Programmatic display allows you to target relevant users in specific countries, so you can push your offering to relevant audiences in new places.
Programmatic is extremely cost efficient, meaning you can get low cost brand awareness in new markets.
Moving from license sales to a subscription model
The software industry is increasingly moving towards subscription sales, which requires a different advertising approach.
Programmatic display offers you the ability to interact with users at the key points across their journey – not only to sell them the subscription, but to keep them signed up.
A subscription is a big purchase. Display gives you the ability to disrupt that thought process through rich media, allowing you to convince prospects throughout the journey.
Using promotions effectively
Programmatic display allows you to make your promotions and discounts targeted, rather than a throwaway.
Make sure users only see your flash sales if they’ve already shown interest in your brand but failed to purchase at full price, meaning you can close the loop on otherwise dead leads.
Attribution modelling
The performance of display is often under-represented by traditional Last Click attribution – make sure you are seeing the impact of your display activity across the funnel.
Transparency
Ad fraud, brand safety and viewability are all major concerns when getting up and running with display – ensure you’re seeing the level of detailed reporting necessary, and challenge your provider to demonstrate their commitment to transparency.
Fluid budgets
With the split across platforms, such as social and programmatic, as well as the mobile/desktop divide, you need to ensure your budget is fluid and being put where it can make the most impact.
Service
While it might seem that putting your budget with a big agency will get you the best results, the reality is your money will likely get lost amongst bigger numbers – ensure you’re getting the level of service you deserve and therefore the results you need.
“It amazes me how much time and effort goes into analysing programmatic performance but so rarely is the ability of the person operating the tech questioned (or in some cases even seen). The difference between a good trader and a poor trader is one of the biggest reasons why a campaign will or will not work”
– Wayne Bloodwell (Founder and CEO of the Programmatic Advisory)
Whether you’ve never done display before and you need someone to build you a strategy from the ground up, or if you are currently running display campaigns and you aren’t seeing the return you’re looking for then we can help.
You don’t need a massive budget, if you’ve got £5,000 media spend then we can get you the results you need.
We’ve worked extensively across the software industry and have experience overcoming the specific challenges you’re facing.
Find out more – get in touch today.
Download the guide
