adatus online tuesday 140611_display

Online Tuesday, 14 juni 2011

Marcel Molenaar, Country Manager

1. Data driven display advertising

2. Advertisers want more data on

performance

3. Potential local markets

4. Publishers will build more advanced

offerings for advertisers

5. Growth in digital media exchanges

Online Advertising

5 key trends in 2011

Proposition Adatus

Display is push, search is pull: combination is king!

Display Advertising

Search Engine Advertising

Display based on search

Latent searchers, low response, lots of branding

Active searchers, high response, limited branding

Active searchers, high response, lots of branding

Espresso apparaat LED TV 42 inch

Value creation is not publishing

It’s the tools to discover & distribute it

Online advertising in 2011

It’s happening !

IntentSegmentation

Creative

Buying

Campaign

Management

Online advertising in 2011

Make display more like search

Display 1.0

★ Awareness

★Reach & Frequency

★CPM

Display “ search’ based

★ Performance

★Data

★CPx

Intent

Online advertising in 2011

Make display more like search

Display 1.0

★ Bulk

★Site / Demo

★Past Behaviour

Display “ search’ based

★ Differentiated

★Audience

★Current Behaviour

Segmentation

Online advertising in 2011

Make display more like search

Display 1.0

★ No versioning

★High Dev. Cost

★Lead time

Display “ search’ based

★ Targeted

★Dynamic

★Self serve

Creative

Online advertising in 2011

Make display more like search

Display 1.0

★Ratecard

★Verbal

★I/O

Display “ search’ based

★ Bid & RTB

★DSP / Exchanges

★Automated

Buying

Online advertising in 2011

Make display more like search

Display 1.0

★High Minimum

★Switching Cost

★No Optimization

Display “ search’ based

★ Low Minimum

★No Switching cost

★Optimization

Campaign

Management

Display vs SearchDisplay advertising outgrows search in Europe

Europesplay into search

Audience targeting in US : 25%

Advertisers turn to search-based display

reg

What profiles are relevant?

Position in sales funnel determines type of data

Purchase

Intent

Interest

Socio-demographic

regRegistration

Visitors content sites

T

reg

regBranding

Brand preference

regConversionSearch, comparison, online

shops

Adatus: Real Time Data Exchange

Marketplace for exclusive online profiles

tekstReal Time Data Exchange

Automotive TravelTelecomReal Estate Shopping

Ad networks, Publishers, Agencies

Content sites Online shopsTest- en review

websites

(Vertical) search

engines

ID: 12345

www.travelsite.com

ID: 12345

Creating and delivering profiles

Real time, anonymous, hot prospects

Juli 10 - 22

All inclusive

Roundtrip

Economy

2 adults

Amsterdam

NYC

Who benefits ?

Consumers

Ads that matter

•Relevant Offers

• Free content & services

• Enhanced experience

•Anonymous currency

Publishers

True value created by users & content is data: own it !

•Higher value of inventory

•Maintain relevance

• Insight in your Audience

•Revenue stream

Advertisers

Reaching people, not pages

•More relevant to audience

•No waste

•Better insights

• Efficiency & Effectiveness

But wait !

Is this legal ?

European Commission issued a directive in Nov 2009 on ‘permission’

for cookies

Directive must be translated in national law on may 25, 2011

This new law is different than the existing one

NL government has pragmatic approach: based on ‘informed

consent’, i.e.

- Information

- Permission via browser settings

- Opt-out

Legal Implications

EU Directive

Marcel Molenaar

marcel@adatus.com

linkedin.com/in/molenaarm

twitter.com/adatus

Thank you !