#sempl16 paul gill
Post on 13-Jul-2015
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© Bid.Media 2014. All rights reserved.online: bid.media
phone: +44 113 877 1000
Achieving the Impossible with RTBPaul Gill - Head of RTB
Specialist programmatic agency
First UK Doubleclick RTB
premium partner agency
Managing campaigns in more
than 37 languages
Bid.Media
What is RTB?
Why go programmatic?
Key decisions
Campaign strategy
Optimisation
Agenda
History of display
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
History of Display
First banner ad launched
First ad server
launched
Ad spend increases
significantly
First Ad Exchange launches
RTB becomes mainstream
Ad networks dominate market
Google acquires Doubleclick
What is RTB?
RTB is…
Advertising through:
Display banners
– Static
– Rich media
Videos
Many other options
What is Real-Time Bidding?
Targeting the user visiting a website not just the website itself
RTB is:
“real-time, impression by impression based decision making”
What's Different?
Work with multiple 3rd party browsing data companies
How Do We Recognise a User?
Intelligent targeting
Audience Choices:
Audience Data
Behaviour data
1st party data
Lifestyle choices
Social interests
Consumer intent
Past purchase
Traditional Display Strategy
Remarketing Direct dealsAd Networks
Complete RTB Strategy
Keyword/ Site Targeting
RemarketingAudience Targeting
Why Go Programmatic?
Only pay for the valuable impressions
Traditional Display Vs. RTB
Purchasing in bulk even though each impression has different value to campaign
Vs.£10 CPM
£1.20 £1.65 £3.12
£1.08 £0.64
£0.88 £0.23
£2.12
£0.77 £1.65 £3.12
Purchase impressions based on their individual worth and only those which are valuable
Fast, wider reaching advertising
Branding/ direct response requirements
Traditional display issues
Diminishing returns on other channels
Why Go Programmatic?
Key Supplier Questions
Choose your agency/ DSP providers
Targeting capabilities
Transparency
Multilingual approach
Video / mobile advertising
Challenge Everything
Campaign Strategy
Creating a Strategy
Establish Goals
Multilingual Strategy
Creative Strategy
Mother tongue speakers
Contextual targeting
Cultural considerations
Competition
Creative strategy
Publishers and audiences considerations
Multilingual Strategy
Multilingual Strategy
Optimisation
Audience Bid Management
Purchase Intent
Browsing Behaviour
Age
Gender
CPM
Utilising Audience Data
Original Ad Socially driven ad
Vs.
20% Improvement in CTROriginal Ad
Performance Trends
Performance Trends
Challenge everything
Test, test, test
Define your programmatic strategy
Achieve unmatched ROI
In Summary
Thank you for listening
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