PREPARED BY

9/20/2011

Marketing in Real Time

© 2011 Quantcast Corporation.All Rights Reserved. Prepared for Federated Media - Signal Chicago

d

9/20/2011 © 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago

Transition in Display Driven by Real Time technologies

9/20/2011

The Real Time OpportunityMarketplace overview

Media Bought based on proxy.Good scale, butlots of waste.

Retargeting.Less waste,no scale.

Not much has changed, but some solutions emerging.

Holistic consumer solutions predict the right place and the right time.

© 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago

• Identify the right audiences for product offerings

• Deliver qualified leads effectively & efficiently

• Maintain reputational equity in a safe content environment

• Achieve good eCPA metrics

• Drive meaningful scale

Allstate: Online Marketing Goals

9/20/2011 © 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago

Great Results via Quantcast Performance Lookalikes

9/20/2011 © 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago

Beating CPA Goal by 19%!

• Running Performance Lookalike campaigns for 2 years- Drive efficiency & scale

• Custom Allstate model built from desired direct response objectives

- “Request a Quote” confirmation page

• Source Real-Time ad impressions via Quantcast

• Performance beating CPA goal- Downward CPA trend continues

Attributes of Tomorrow’s Ad Tech Leadership

9/20/2011

Real Time Tech Mastery Massive Coherent Data

Peta-scale Big Data Supercomputing

Machine Learning & Optimization

© 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago

Hundreds of signals important for superior predictive modeling

Marketing with Real Time Tech

125K Real Time auctions /

second&

Many marketers

simultaneously

9/20/2011 © 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago

Lessons for Performance Campaigns: Choose the Right MetricIndexed click & conversion rates per 1000 impressions

© 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago

9/20/2011

Click Through Rate (100 = Top Performer)Click Through Rate (100 = Top Performer)Conv

ersi

on R

ate

(100

= T

op P

erfo

rmer

)

Click Through Rate (100 = Top Performer)

Higher CTR doesn’t always lead to higher conversion rateRetarge

ting

Plan D

Plan C Plan APlan B

What use is ROI without R?If your data is scale limited, so is your return

© 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago

9/20/2011

Reve

nue

(100

= h

ighe

st to

tal r

etur

n)

CPA (100 = lowest cost per action)

Retargeting

Plan DPlan C

Plan A

Plan B

Lessons for Marketers in a Real Time Future

9/20/2011

1. Establish & share campaign objectives and success metrics

2. Tag relevant areas of your site to build effective models

3. Trust the machine: Leave your offline & online assumptions at home

4. Data is necessary but not sufficient. Algorithms and machine- learning are essential to manage in an RTB environment

5. Creative changes lead to temporary spikes in CPAs

6. Paying higher CPMs often leads to lower CPAs

© 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago

MARKETING IN REAL TIME BY

© 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago

9/20/2011