Today’s post is a little technical.  We delve into some digital advertising tech talk.  If you’ve ever thought “WTF is a DSP and DMP?”, then trust me you aren’t alone. This little video explains the difference, but if you’d prefer a quick summary, keep reading!

In basic terms, a DMP is a Data Management Platform. It’s a piece of software that stores information (like a CRM does – Customer Relationship Manager) and has the ability to split data into ways that are useful for marketers and other businesses.

Essentially a DMP it is a database that has the ability to generate audience segments, which may be used to target specific audiences with online ads.

You might think: “how does a DMP link to getting an online ad?” This is where Demand Side Platforms (DSP) come into play. With the rise of advertising technology, marketers and advertisers use now have the ability to buy media across a range of different “places”, including DSPs. The types of online ads that can be purchased using a DSP include display (banner ads), video, search and mobile ads (and probably more).

Essentially, a DSP is a place advertisers can purchase digital advertising spots.

DMPs and DSPs are like two peas in a pod. Information is transferred from a DMP to its DSP in order to help inform ad buying decisions.

Without this link to a DSP, a DMP is not very useful.  Sure, it stores information but you need a DSP if you want to use that information to target your advertising to the audience you are chasing.

DSPs also make the process of ad buying much more efficient (and cheaper) by removing the possibility for human errors and the need to negotiate ad prices (because it becomes automatic).

A considerable number of DSPs providers are now offering their clients access to DMP technology too, as it is easier for marketers to use these platforms together.

Are you confused yet?

What is the difference between a DMP and DSP

You may wonder if or why you need a DMP?  Most agencies, publishers and marketers use DMPs.  You can either own one (they cost more than a house) or rent the information that someone else’s DMP has generated. Large agencies use this technology to collect data in order to specifically target clients with ads.  Sometimes but not always, they sell or rent the data to smaller agencies.

Many publishers are also begging to use DMPs to better understand their audience information and gain more value and insight.

Vendors currently selling DMP technology to the digital world include Aggregate Knowledge, Adobe, Krux, Lotame, CoreAudience and many more.  It’s likely you won’t have ever have heard of many of them.

Now you’ve probably got a good understanding of DMP but might still be a bit confused about how DSPs work. Long story short, DSPs buy impressions (ad views) across a range of publisher sites and places, but target this to specific users based on information such as browsing history or location.

Publishers make their impressions available from an ad exchange, which is basically its own marketplace. DSPs then compare the available inventory (what publishers make available) automatically decide which impression is most favourable. This all happens in real-time through a process called RTB (real time bidding). This takes place in milliseconds – faster than the time it takes to load a website page.

Most agencies and marketers are happy about the high adoption rate of DSPs as it allows the technology to do all the hard work for them cheaply, efficiently and effectively.

However, if you are a human buying ads, this might not be the case. Manual ad buying is phasing out; how can a human compare with the efficiency of a properly programmed computer?  The same happened with buying shares on the stock market. Publishers are making their inventory available through these DSP exchanges, reducing the need for manual intervention. Current vendors that sell DSP technology include Google’s Invite Media, MediaMath, DataXU (just to name a few).

I hope by now you have a good understanding of the difference between a DSP and DMP (and the advantages of using these two platforms together). For more information on this check out our video – it also includes some additional info about BDMs.

Interested in more digital marketing insights? Sign up now to be alerted to when new blog posts are added.

In an exciting development, you can now get more email subscribers using Facebook ads. “Lead ads” can provide a new and efficient way of signing up people to your list.

We all know that adding subscribers to your email list is a high priority task. Email remains the number one way to communicate with a community – be it a group of fans, customers or stakeholders. But email lists don’t grow themselves. It takes a little work and effort to get people to join your mailing list.

Facebook is now making it easier than ever with their “Lead Ads” which essentially include a short form for people to fill out. You (the advertiser) are then given the details of the person who signed up.

Never been easier to get email subscribers

The following (unfortunately low res) video shows the sequence of the form.  The user is presented with the ad in their newsfeed on their phone, their details are pre-populated in the form (our details in this example) and then they are done.  Three easy steps!

Facebook lead ad example


Of course, you’ve got to give someone a compelling reason to hand over their data.  Here are some reasons people might fill out your form:

  • You’re giving them information (like a newsletter)
  • You’re giving them money, a prize or a change to win
  • They’re getting access to something valuable (like a course, or a PDF)
  • The user is booking into something (like an appointment)
  • People are joining a social cause, such a signing a petition for upgrading a train station (or whatever)

Facebook suggests advertisers might want to use this type of ad to generate leads but the secondary (and depending on your situation, more useful) function is to increase an email subscriber list.

Of course, this system is not yet at a point where the information in the form can be automatically ingested into a CRM like Sales Force, Feedback or Highrise.  In fact, it seems that you need to log into Facebook to get the data out (such as by exporting into XLS).

Why bother using Facebook Lead Ads?

The number one reason is this: people are more likely to sign up for something if the form is easy and right there in front of them.  If they have to click away, load another page and be comfortable putting their details into an unknown form, they are less likely to do it.

The easier the process of signing up, the higher the conversion!

In short, you will get more subscribers than using any other form of sign up.  At least, that’s the theory.  But the stats back it up, so why not try it?

Customisable forms

We all have different requirements for the data we collect and Facebook makes that easy for us, because the forms are customisable.  Just want to collect email addresses?  Done.  Need a suite of personal information? You can do that too.

So how does it work?

When someone sees your ad they tap it, which displays a form pre-populated with info they have shared with Facebook, so they don’t even need to re-enter the data. That data can be edited, of course.

Lead ads are a great way for people to sign up for things that interest them and it lets advertisers rely less on web-based sign up forms.  Most importantly, the efficiency provides an excellent mechanism to get a higher rate of subscribers onto your list.

How to get started with leads ads

Contact We Promote today and we’ll be able to get you going with a lead ad campaign.

Video is the new big thing but with more than 80{8d3f195ac0c500f240b755626126f93bc710286748bb518fe2534a75fa583c5f} of videos being played with the sound turned off, it’s more important than ever to have subtitles on a video ad.

You might not realise it, but YouTube offers a service to add subtitles to videos.  The extra great thing is you can actually then download those subtitled videos and use them anywhere you want, including as your Facebook ad!

How To Get SRT File

Essentially a type of text file, the SRT is what the text for subtitles go into.

Step 1: Upload a video to YouTube (If it’s already there, view it in video manager)

Step 2: Go to the video’s editing window by selecting edit from the drop down

How to edit a youtube video

Step 3: In the main editing window click subtitles

click subtitles in youtube

OR, click from the drop down menu

choose subtitles in the drop down

Step 4: Select add new subtitles, and choose the language

Step 5: Either copy and paste the transcript (pink arrow in the image below), or type as the video plays – and Youtube will automatically adjust the timings

manage subtitles in youtube

Step 6: Enter the text and click “set timings”

Step 7: Click the “English” button to bring you to the timing page


add new subtitles in youtube

Step 8: Watch the video to ensure the timings are correct and edit them if they’re not by dragging the text across the timeline

Step 9: Click “save changes”

Step 10: Go back into the edit screen by clicking the English button again, then actions, then .srt

making srt file in youtube

Thanks YouTube, Now Share!

Step 11: Download the file

Step 12: Rename it to: “”

Step 13: When uploading the video to facebook ad manager, upload the .srt file

You’re done!  Happy dance time.

How To Get Elected After A Redistribution

After a redistribution a Member of Parliament could have a significantly changed potential voter profile. If there’s a significant adjustment, 20{8d3f195ac0c500f240b755626126f93bc710286748bb518fe2534a75fa583c5f} or more of the electorate could be made up of “new” voters. If they’re lucky, the “new territory” might introduce more favourable voting patterns, making the path to victory easier. Of course, this isn’t always the case. After at least a term in office developing their “patch,” the politician faces a challenge: how to convince a new base of electors to vote for them. Hint: billboards and the occasional letter box drop aren’t enough! This report outlines how MPs can use their existing resources to not only promote themselves to their new electors, but turn that awareness into votes

How To Use Your Brand To Increase The Chance Of Getting Elected

For politicians, a brand is a symbol intended to identify themselves and to differentiate from competitors.


“The brand is the instrument that
showcases the MP and their promise to consistently deliver a specific set of values and beliefs to voters.”

When someone thinks of the brand, a number of associated elements should be connected with it. It’s more than name and face.

Brands include the following elements:

  • Attributes – hard working, local, listens well
  • Benefits – voters are buying benefits: “listens” means “will help solve my problems”
  • Values – family, small government, sustainable environment
  • Culture – efficient, organised, responsible
  • Buyer – hard working, independent, moderately conservative, responsible,
    educated, self-employed

Brand Affinity & Brand Equity

As we develop a brand and work to get people to like it, we are trying to build affinity with the brand. In other words, we are trying to get people to like the brand. The more people who like the brand, the higher its value. This is called the brand equity. The political candidate with the highest net brand equity is, all things being equal, most likely to be elected.

“Brand equity is essentially the “net favourability” of that brand, meaning the candidate with the highest brand equity in the political race has the highest overall brand affinity. In other words, more people like that candidate than the others.”

The challenge for the MP is to develop affinity with voters.

Case Study

When MPs think of branding only as their name and the party they represent, they miss the point of branding.
Many people (political pundits and people promoting products) love to use the term “brand awareness”. While it’s important, developing “affinity” is much more than “brand awareness”.

Different methods of advertising serve different purposes:

Billboards – great for building brand awareness, not good at educating values
and eliciting affinity.
Someone who drives past an MP’s billboard for a month might say: “I know my
local candidate is Alan Kwong but I have no idea what he stands for or what he
Magazine advertorial – terrible for building initial brand awareness, excellent at
building affinity
A voter may read an article in the local street press and comment one of two
1. “I read this great article about a young female politician doing great things…
but I can’t remember her name.” (if awareness is low), or
2. “I read this great article about Amira Ranier, my local politician doing great
things… I really like her.” (if name recognition is high)

Why Voter Attitude Matters

While we often categorise voters as “strong supporter” or “swinging voters”, etc, we don’t usually consider their attitude in the context of voting. Different voters treat MPs and parties differently. This table shows brand attitude to MPs:


Will they vote? Voting history Awareness Will they vote LNP? Attitude to LNP/MP
Never vote for MP Anti-MP voter High awareness of MP Low chance of getting vote Very Low affinity
Never vote for Party Anti-LNP voter High awareness of LNP Low chance of getting vote Very Low affinity
May or may not vote for the MP Has voted for LNP in past Moderate awareness of LNP High chance of getting the vote Moderate affinity
Low awareness of MP High chance of getting the vote Moderate affinity Very high chance Very high affinity to LNP, high affinity to MP
Will vote for LNP Votes LNP except in certain circumstances High awareness and affinity of MP and LNP Very high chance Very high affinity to LNP, high affinity to MP
Always votes LNP Votes LNP regardless of candidate High awareness and affinity of LNP, possibly low awareness of MP Certain Very high affinity to LNP

Know, Like, Trust

If the goal is to build brand equity (and win votes) the MP must progress through three basic steps:


The “Know” Stage

Brand awareness is important, but having high awareness is not enough to secure votes.

As an extreme example: after Samsung Note 7s started spontaneously catching fire, Samsung Note 7 had very high brand recognition. Promoting the brand further would have been futile: it would only be reinforcing the attitude consumers already had.


Instead, Samsung embarked on a campaign of educating: showing how phones are rigorously tested for safety, built to exacting standard and so on. Samsung was restoring affinity with their brand.

Candidates and MPs who rely only brand awareness campaigns can’t progress past the “KNOW” stage. Billboards and yard signs with a headshot and name have no way of improving the affinity of the voter towards the politician because voters have no way of making an association to decide if they like them.

“Brand AWARENESS does not equate to brand AFFINITY.”

Statement: “I know my local candidate is Alan Kwong but I have no idea what he stands for or what he does.”

Real meaning: “Alan Kwong, I know who you are, why should I vote for you?”

The “Like” Stage

The strategy for building name awareness (the first step in the journey) is comparatively simple: it is merely a process of repeated exposure to name/party/ face. Like a child rote learning their times tables, brand awareness of a political candidate is built by exposing a voter to an MP or Party many times.

Very effective recall is built over a long period of time, just like a child rote learning throughout the year.

Translating the name awareness into brand affinity is more complex but can be done in a much shorter time frame.

Once a candidate has high name recognition, it could take just a single experience to influence what a voter thinks of a political candidate. Of course, this can be applied to positive and negative experiences.


The complex relationship between party and candidate:
There have been instances when candidates have been swept into office on the back of the equity of their Party. In such cases the candidate would have to have had very poor personal favourability not to have been elected in the tidal wave. On the other hand, sometimes the equity an MP has built up counts for nothing; the negativity towards a party brand might sweep an MP from office no matter how popular they were personally.

Influencing voters at a basic level:

When we seek to influence voters with a brand, we are adopting a position so people know who we are, what we believe in and what we’ll do.


“Brand positioning: emphasising the
distinctive characteristics that make the
politician’s brand appealing to voters and
different from the competitors.”

Showing voters achievements and deliverables are great ways for MPs to improve their standing. In terms of building affinity for the MP, it serves no purpose if a politician secures funding for a new school crossing if the local voters don’t know about it.


The “Like” Stage

It’s more difficult for candidates to promote their achievements when they haven’t had the opportunity to deliver, but there are many aspects onto which brand affinity can be based.

“Branding” isn’t all about increasing the recognition rate of a politician’s name and face. MPs can choose to build the awareness of different aspects of their brand, as well.

Brand elements can be promoted to build affinity:

The Holden Calais is comfortable (brand attribute)

  • Nissan includes roadside assist to rescue me if I break down (brand benefit)
  • The Prius cares for the environment (brand value)
  • Mercedes is made by an efficient and responsible workforce (brand culture)


Political candidates are evaluated, the same as new cars might be:

  • What Party is that candidate standing for? (brand attribute)
  • Will the politician help me if I need something? (brand benefit)
  • Does the politician believe in a small government? (brand value)
  • Is the political party likely to lead a fiscally responsible government? (brand

The “Like” Stage

The candidate can associate themselves with certain elements to increase their own likeability – which improves their brand equity.


“Increasing brand equity increases
the chance of getting elected.”

brand elements

How We Promote Can Help

A brand campaign for a political candidate has to develop over time, using the know, like and trust method:


How We Promote Can Help

We Promote runs effective digital advertising campaigns to improve the electoral prospects of candidates. Here’s an example of a basic structure:

Building Name ID

Strategy: show basic name and face ads regularly to create heavy exposure

Method: Facebook desktop ads and internet display (banner) ads

Consistency: very regularly


How We Promote Can Help

Create Affinity

Strategy: introduce more complex ads, showing the MP’s achievements (a grant to a school etc) or detailing certain brand elements such as a brand culture (financial prudence: “fighting to stop waste”)

Method: targeted to a specific audience on Instagram, Facebook newsfeed, YouTube

Consistency: show ads regularly but rotate artwork so each ad is shown only occasionally

Of course, We Promote uses advanced targeting to ensure the audience suits the chosen geographic, demographic and psychographic profile. The artwork for each advertisement can be tailored and adjusted to suit each potential ad audience.