Bmm aformationdigitale2014

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ra1raper le train du digital

Performance Marke-ng

From Real Time Bidding to Data Marke-ng

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History

The Display Adver-sing ecosystem is changing drama-cally

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History Google transformed the ad market into an automated

stock market : Text Link in 2002

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History Google transformed the ad market into an automated

stock market : Display in 2008

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Today

AdExchanges interconnec-ons

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Performance Marke-ng

Increase your convers-on

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What is Performance ? Definition Performance marketing is defined by getting measurable return on investment.

Unlike traditional marketing platforms such as TV, print or radio,

Performance Marketing implies pay-for-performance. This means that one

pays only a fixed amount per action or share of revenue per sale rather than

paying for advertising and then hoping for the best.

Advertisers pay a set price for a defined action such as a download, a visit, a lead,

a click, a registration, an information request, a purchase, etc.

Pricing is appealing to advertisers as the majority of risk is passed on to

Sales-House.

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How does it work ? Search : text link

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How does it work ? Social : text link

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How does it work ? Display : graphical

Leaderboard

IMU

Skyscraper

Textlink

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How does it work ? Conversion TAG We absolutely need to place pixels to be able to measure the performance of your

campaign.

A pixel is a single line of HTML coding that is placed on the “Thank You” page of

a website, or the page directly following the conversion. When the “Thank

You” page appears, we receive a request from the browser for this 1x1 pixel

which alerts us that a conversion has occurred.

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How does it work ?

2. Click

3. Conversion

1. Impression

Every impression / click / action generated is recorded within the ad server with date and time (via cookies).

Landing Page

Fill in

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Post-‐impression vs. Post-‐click

The Click Through Rate is an inadequate

indicator undervaluing the ads

efficiency.

- 20% of conversions originate from clicks.

- Whereas 79.6% of conversions originate

from the contact with the advert

without clicking.

Distribution of the standard banner conversions in the world, Post-Impression vs Post-Click,

Q3 2009-Q2 2010 (% of total)

Post-Impression Conversions

79,6%

Post-Clic Conversions

20,4%

Source: MediaMind, « Standard Banners-Non-Standard Results »

Beyond the click

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Retarge-ng

Retargeting pixels simply drop a cookie on a users machine when a page on the

clients website is visited, this identifies the user as being part of a population

for re-targeting should that user re-enter our network.

When setting up retargeting for an advertiser or a publisher, there are three steps:

- Setting up ad servers to read and write specific data to the cookie.

- Building the population.

- Targeting a media or campaign back to the population.

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Basic-‐Retarge-ng

Thanks to retargeting, we find your users back on the sites of

our network and show them your specific ads with a personalized message in priority

Only 2% of users buy on the site during their first visit

Banner 1 Banner 2 or nothing

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Dynamic-‐Retarge-ng

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Hitech.com

500€

The user has seen a 46cm TV on the Hitech.com site

We personalize the banners by showing the products previously consulted by the user.

We personalize the banners by highlighting the products from the same category in the banners (TV size, price, brand, etc…)

We personalize the banners by highlighting additional products In this case, it could be a DVD player or home cinema sound system.

Product recall Recommendations Cross selling

The user has placed the TV in the basket page but has not bought the product.

The user has bought a 46cm TV

Hitech.com

300€

Hitech.com

100€

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Duplica-on

Duplication occurs when two or more online properties take the credit for the

same sale.

The industry uses the last click/impression/search as the means for determining

which property generated the sale/action.

This is fundamentally flawed because several number of exposures and touch

points are required to result in a sale. Also, this method does not factor in

the impact of any offline activity.

Short of asking a user it is impossible to determine what creative messages

influenced the user to buy/engage.

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Duplica-on The overlapped areas are the ‘risk of duplication’ for each network. The network with the largest spend will have the highest chance of being the last exposure. The network with the lowest spend will be ‘handicapped’. The conversion is firstly assigned to the last click or to the last impression.

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AdExchange

Reach your target

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AdExchange

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A changing ecosystem

Agencies -

Trading desks

DSP Demand side

platforms

Sales House

- Adnetworks

DEMAND SUPPLY AUTOMATISATION TECHNOLOGY

SSP Supply side platforms Editeurs Advertisers Publishers

AdExchange

Ad Exchange are now in the middle of transactions between advertisers, sales houses, and publishers…

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AdExchange

A sell side pla<orm, also known as a publisher yield opDmizer, works with publishers to increase their adverDsing revenue and help manage ad inventory , pricing, yield management, and the mulDplicity of publisher sales channels.

SELL SIDE PLATFORM

Demand side pla<orms (DSPs) enable buyers to connect directly to mulDple sources of inventory supply ( SSP, Publisher, adnetwork ) and provide such benefits as workflow simplificaDon, integrated reporDng, algorithmic buying opDmizaDon, and the ability to make impression-‐level bids (RTB)..

DEMAND SIDE PLATFORM

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AdExchange

Agency trading desks can be thought of as a specialized arm of larger media buying agencies that focus on media trading and RTB. Each desk represents a specific agency. Agency buying desks generally serve as the liaison between the adverDser or parent agency and the pla<orms they use to facilitate real-‐Dme bidding. For example, an agency buying desk may work with a DSP to facilitate an RTB campaign.

TRADING DESK

Ad networks aggregate supply (inventory) and demand (ads) and add their own and 3rd party data as well as targeDng and opDmizaDon technology. Ad networks are slowly adding RTB capabiliDes in order to facilitate RTB transacDons on behalf of agencies, adverDsers, and agency buying desks.

ADNETWORKS

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AdExchange

Ad exchanges are powered marketplaces where numerous ad networks, publishers, adverDsers and other sources of supply and demand meet to buy and sell media in conDnuous real-‐Dme bidding aucDons. Exchanges provide workflow and reporDng services and tools for buyers and sellers, as well as access to data suppliers and targeDng, opDmizaDon and analyDc technology andservices.

ADEXCHANGE

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EcoSystem

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Real Time Bidding

Real Time Bidding is a parDcular way of selling. It is like a stock exchange price that is determined by the balance of supply and demand. In the network marketers compete with each other to win the bidding. All the users can be ‘’bought’’ in real Dme, so the banner is seen by the right target at the right moment at the right price.

RTB

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Real Time Bidding

STEPS in less time than 120 milliseconds

- Net surfers consult a web page

- Each impression is auctioned

- Interested buyers make bids

- The highest bid wins the impression

- The winner serves its ads

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Real Time Bidding

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Formats

IAB standards Expandables

Footer

IAB standards & Big Exposure

Skinban

When RTB meets Premium advertising, to offer Standards AND Rich Media formats

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Campaign priority

Adv. Imp. Clics CTR CONV CPM CPC CPA Budget eCPM Position

A 1.500.000 5.000 0,3% 2,00 € 3.000,00 € 2,00 € 4

B 1.250.000 5.000 0,4% 0,80 € 4.000,00 € 3,20 € 1 C 1.500.000 7.500 0,5% 0,50 € 3.750,00 € 2,50 € 3

D 1.000.000 5.000 0,5% 100 30 € 3.000,00 € 3,00 € 2

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Targe-ng : device

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Targe-ng : network

Recent update :

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Targe-ng : sites

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Targe-ng : region

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Targe-ng : language

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Targe-ng : -me

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Targe-ng : mobile/OS

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Targe-ng : mobile operator

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Data Marke-ng

Reach your target

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Data targe-ng : ecosystem

WEB & MOBILE

REGISTRATIONS & SUBSCRIPTIONS

THIRD PARTY DATA

AGENCIES NETWORK

DATA STORE

DIRECT SALES PRIVATE EXCHANGE RTB

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Collec-on methods

SINGLE TAG ALLOWS THE COLLECTION OF DATA:

URL CATEGORY SUB-CATEGORY CONTENT KEYWORD SOCIAL SHARING INTERACTION WITH ADVERTS REGISTRATION FORM DATA

ONLINE

1

OFFLINE USE OF CRM DATABASES TO ENHANCE EXISTING SEGMENTATION

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Data structure

CATEGORIES SOCIODEMOGRAPHIC

CATEGORIES

AREAS OF INTEREST

LOOK ALIKE

TAILOR- MADE

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Socio demographic

1I EDITOR DATA

Our DMP provide us with informaDon relaDng to their internet users that are logged-‐on. > Criteria of sex, age, post code, are from opt-‐in email programmes (a subscripDon to a newsle1er e.g.)

2I PROFILING Measurement of internet reference audience in Belgium > Measure their uses: Dme spent, page views, coverage > IdenDfy the socio-‐demographic profile of visitors

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Categories

COMPUTERS ELECTRONICS

CARS VEHICLES

BEAUTY PERSONAL CARE

WORLD LOCAL ISSUES

ONLINE COMMUNITIES

TRAVEL

BUSINESS INDUSTRY

SPORTS

SHOPPING

FOOD DRINK

EDUCATION

FINANCE

ARTS ENTERTAINMENT

NEWS

LIFESTYLES

SCIENCE

REFERENCE LANGUAGE

RECREATION REAL ESTATE

PETS ANIMALS

HOME GARDEN

GAMES

HEALTH

LAW GOVERNMENT

INTERNET TELECOM

4.7 M 13 M 7.8 M 6.3 M 300 K

18 M 12 M 500 K 35 M 20 M

5.7 M 1.3 M 11 M 2.9 M 3 M

33 M 35 M 3.2 M 900 K 31 M

9.5 M 200 K 1.8 M 5.5 M 400 K

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Look a like

PROSPECT CONVERT

BROADCAST OF CUSTOMISED ADVERTISING

1 2 3 4 5

CREATION OF TAILOR-MADE

CATEGORISATION

MATCHING WITH SIMILIAR BEHAVIOUR

PROFILES

TARGETING OF INTERNET USERS WITH A SIMILAR PROFILE TO INTERNET USERS THAT ARE CHANGING

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Tailor made

SOCIODEMOGRAPHIC

BEHAVIOURAL

GOAL ORIENTED

EXCLUSIVE DATA DAILY ENHANCEMENT OF CATEGORIES

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Case Study

AOL

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Site Audience

•  Customer: AOL

•  Sector: travel

•  Activity: renting of family holiday resorts

•  Problematic: less and less sales via travel agencies

decrease of the website audience

•  Target: Increase sales rapidly

•  Proposition: Search Engine Marketing & Display Advertising

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Site Audience

0

2.000

4.000

6.000

8.000

10.000

12.000

14.000

16.000

18.000

Trafic Direct Search Brand Search Generique Display AffiliaDon AdExhange RTG

897 V.U.

77.457 V.U.

18.492 V.U. 22.987 V.U.

27.057 V.U.

Ad Exchange Contextual

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Conversion

0

50

100

150

200

250

300

350

400

450

03/2011 04/2011 05/2011 06/2011 07/2011 08/2011 09/2011 10/2011 11/2011 12/2011 01/2012 02/2012

Trafic Direct Search Brand Search Generique Display AffiliaDon AdExhange RTG

1.400 Conv. – 1,8%

888 Conv. – 4,8%

283 Conv. – 1,23% 504 Conv. – 1,8%

101 Conv. – 11,26%

March April May June July August Sept October Nov Dec January February

Ad Exchange Contextual

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CPA

5,84 € 54,08 € 30,45 € 9,48 €

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Thank You

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HI-MEDIA IS A PIONEER IN MOVING FULL AD-EXCHANGE ENJOYS LEADERSHIP, TECHNOLOGY & EXPERTISE

Editeurs

Vincent Delmotte

Country General Manager – HiMedia Belgium Founder & Managing Partner - AdExpert Vice-President and Treasurer – BMMA

Member of the Board and Treasurer – DMA Founder & Member – IAB Belgium

[email protected] @vdelmotte

www.linkedin.com/in/vincentdelmotte