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Programmatic Buying

Programmatic Buying. Technology at Your Fingertips. Who We A re. Founded in April 2010 135 employees $11M Series B funding in March 2012 led by Comcast Ventures, Liberty Global and Foundry Group Offices in AZ, CA, CO, NY and MA Advertising technology and services provider

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Programmatic Buying

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  1. Programmatic Buying Technology at Your Fingertips

  2. Who We Are Founded in April 2010 135 employees $11M Series B funding in March 2012 led by Comcast Ventures, Liberty Global and Foundry Group Offices in AZ, CA, CO, NY and MA Advertising technology and services provider AdHQ – Your Advertising Headquarters • Awards & Memberships

  3. Evolving Display Industry Advertisers are demanding more accountability. Performance CPM Performance CPM U.S. online ad share, by pricing model, 2006-2012 (% of total) Note: pricing model definitions may have changed over time period depicted, both within the survey process and as interpreted by survey respondents Source: Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC), "IAB internet advertising revenue report 2012 first six months' results” October 11, 2012

  4. RTB vs. Flat CPM Buying 2012 Online Display Ad Sales Market Ad spend is rapidly shifting. 14.9B 13.0B 98% YOY 1.9B Size of Market Flat CPM RTB U.S. Real-Time Bidding (RTB) Digital Display Ad Spending, 2010-2016 Source: eMarketer “US Real-Time Bidding (RTB) Digital Display Ad Spending, 2010-2016 (millions, % change and % of total digital display ad spending)” November 1, 2012

  5. Why Use Real-Time Bidding? RTB technology yields lower ad spend over flat CPM model. • Purchase placements on an impression-by-impression basis • Allocate ad spend based on highly specific audience characteristics • Optimize campaigns quickly and effectively • Access greater volume of inventory 6M impressions $2.25 $1.01 CPM Model RTBModel saving the client 56% of their budget

  6. Reach Meets Accountability Bringing together the best of both worlds. • Access the reach of traditional CPM/CPC buys with the accountability of a CPA model • Target advertisements to drive relevant users • Designatedesired returns on specified actions with relevant sources • Generatequality consumer interactions and high conversion ratios CPM/ CPC Integrate CPA

  7. According to comScore* Integrate Ranked 27th in comScore’s Top 30 Ad Ecosystems. 94.4MTotal Unique Visitors 8.3M Average Daily Visitors 1,416 Total Pages Viewed (MM) Family Composition: Gender: Age: Income: 51.9% Male 48.1% Female 8.7% HHI Below $15K6.4% HHI $15K-$24,99913.0% HHI $25K-$39,999 18.3% HHI $40K-$59,999 12.5% HHI $60K-$74,999 14.9% HHI $75K-$99,99926.2% HHI $100K+ 45.4% No Children54.6% Have Children 3.3% Ages 2-11 12.6% Ages 12-17 17.7% Ages 18-24 19.5% Ages 25-34 17.4% Ages 35-44 14.4% Ages 45-54 8.9% Ages 55-64 6.3% Ages 65+ * comScore Media Metrix January 2013

  8. Plan

  9. Media Intelligence Benefit from industry leading web analytics and research. • The Strategic Development Team uses comScore to obtain: • Behavioral, attitudinal, lifestyle and buying-habit data • Site-level descriptive consumer information across 6,000 data points in 22 content categories • Source URLs of your traffic • Competitors’ audience, traffic trends and site stats

  10. Opportunity Identification Keep abreast of marketing trends to stay ahead of competitors. • Leverage Integrate’s partnerships with leading advertising research firms to: • Discover new opportunities to market products and services • Monitor industry trends in order to stay ahead of competitors • Understand how to leverage new marketing strategies and methods

  11. Strategy Development Construct effective media strategies based on research results. • The Strategic Development Team works with Buyers to : • Define your highest converting target audience by demographics, behaviors, interests, channels and more • Recommend creative types and pricing models that will perform best with your target audience • Create white lists of approved URLs and black lists of prohibited sites to ensure appropriate brand exposure Gender: Income: CPC model Sample white list: Sample black list: Male 25-34 $50k-$70k Using Rich Media 160x600 and 300x250 rollover ads computerworld.com techrepublic.com computerweekly.com informationweek.com • ibtimes.com • economist.com

  12. Creative Assets Utilize an expansive number of ad formats. Display / Pop Display / Pop Display / Pop Rich Media Rich Media Rich Media • Display BannersTargets audiences using highly granular data points • Rich Media • Media—drives a high-level of user engagement with interactive content • Interstitials • Peel-backs • Roll-overs/Expandables • In-banner Video • In-video Banners • Video • Enables Buyers to repurpose their offline television content into targeted web creative, bridging online and offline tactics to deliver a cohesive brand message • Pre-roll • Mid-roll/In-stream • Post-roll • MobileAllows Buyers to connect with targeted on-the-go audiences, generating high click-through rates at inexpensive prices Mobile Mobile Video • Pops • Sends views to your page without requiring user clicks • Mobile Video Complimentary design services available with all media buys.

  13. Launch

  14. Targeting Capabilities • Demographics • 21-26 year olds • Audience Segments • Young professionals • Re-targeting • That visited Nike.com • Geography • In New York • Zip-9 Targeting • In Manhattan • Browser • Using Safari • URL • Visiting espn.com • OS • iOS • Mobile device • iPhone • Day parting • In the morning • By language • English • Contextual • Checking basketball scores Reach the highest converting audience with precise targeting. • Demographics- 31-36 year olds • Audience Segments – IT Executives • Re-targeting - That visited techcrunch.com • Geography- In New York • Zip-9 Targeting - In Manhattan • Browser - Using Chrome Filters • URL- Visiting informationweek.com • OS- iOS • Mobile device - iPhone • Day parting - In the morning • By language - English • Contextual - Checking tech industry news

  15. Buying Options Launch campaigns across specific sites, channels or audiences. 1000+ Audience Segments 300,000+ Specific Sites 350+ Specific Channels Additional Options Auto-Ready Purchasers • Automotive Beauty B2B Tech Executives Key Word Specific 1 • Business Movie Goers Computers & Electronics • Dog Owners Site Exclusion 2 • Education Weekend Travelers Board Members Finance ATV Enthusiasts Competitor Ad Exclusion • Games 3 Nature Lovers Health • Soap Opera Watchers • Sports Stock Investors Travel

  16. Analyze

  17. Real-Time Reporting Monitor results with customizable, real-time reports.

  18. Audience Analysis Organize and leverage consumer data to increase ROAS. Insight Engagement Gain demographic, geographic, behavioral and attitudinal insights Discover which Sellers are marketing to your prime audience Align your marketing strategies with your target audience Implement ROI focused campaigns

  19. Optimize

  20. Retargeting Case Study Increase conversion rates by targeting previous site visitors. By placing a retargeting pixel on URLs specific to client’s TV ads, we retargeted consumers who visited those pages. For unknown reasons, he closes his browser and leaves your site without completing the purchase. A few hours, days or even weeks later, the same user starts a new browsing session. His first stop is a local weather site. Integrate’s design team created banners that complemented the client’s TV ads. An auto manufacturer launched a retargeting campaign to reconnect with consumers who had visited their website as a result of their TV ads. A user visits your website for the first time. He browses several pages and places your product in his shopping cart. The retargeting pixel identifies the user’s location and serves an ad on the weather site featuring the product he was considering the last time he visited your site. Users saw these banners across various sites the next time they accessed the web. He clicks on the banner, returns to your site and completes the purchase. You gain a new customer. Client’s website traffic increased by 50%.

  21. A/B Testing Track and compare campaign performance between various scenarios. Creative types Static banners vs. rich media assets CPM vs. CPC CPM vs. CPV Pricing models Desktop vs. mobile Mobile vs. tablet User technology

  22. Learning Algorithms Leverage technology to maximize budget. • Optimization algorithms determine the best price to pay for an impression. • Narrow inventory options • Designate goals such as: • Click thru rate (CTR) • Cost per acquisition (CPA) • System evaluates user’s likelihood of response • Bid is adjusted accordingly $3 CPA Likelihoodof Response 0.01% 1000 1000 CPMBid $0.30 If the advertiser is willing to spend $3 per conversion and the likelihood of a response on the impression is 0.01%. Since advertising inventory is priced in cost-per-thousandimpressions, the CPM bid should be $0.30. If the probability of response is higher, the bid is increased.

  23. Our Service Levels Contact Integrate to get started today. Self-serve Managed Full marketplace visibility Full marketplace access Technical support and training Dedicated account support Campaign configuration and management Campaign strategy consultation Performance optimization Analysis and optimization tools Performance report delivery Dashboard reporting Design services available Design services available

  24. Thank You Start using Integrate or contact us today! 866-478-0326 demos@integrate.com www.integrate.com

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