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Introduction to TradeDoubler: Online Marketing Insights and Strategies

Explore the essentials of TradeDoubler, a leading partner network founded in 1999 and IPO'd in 2005. With over 1,700 advertisers and generating 32 billion impressions monthly, TradeDoubler is a key player in digital marketing. This presentation covers the online landscape, various advertising formats, cost structures, tracking basics, and successful cases, while highlighting their unique approach to ad delivery. Join us in discussing strategies and insights tailored for the evolving digital market.

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Introduction to TradeDoubler: Online Marketing Insights and Strategies

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  1. Presentation TradeDoubler ETH, 23.09.2009 1

  2. Agenda • TradeDoubler Overview • Online Landscape • Advertising formats • Cost structure • Tracking basics • Ad delivery • Cases • Thoughts & Questions • Contact details 2

  3. TradeDoubler Overview Company Partner Network Founded 1999IPO 2005 1,700 +Advertiser 32 Billion Impressions per month 315 Mio. € Revenue 2008 379 MioUnique Visitors per month 128,000 +activePublishers 650 employees 19 Märkte 9.6 MioLeadsper month 3

  4. TD clients in Switzerland > 1‘700 clients are currently working with TradeDoubler 4

  5. Websites in Switzerland > 128‘000 Publishers are currently working with TradeDoubler 5

  6. Specialists in Digital Marketing 6

  7. Online Landscape • low online investments compared to total ad spends (5% vs. expected 23%) • High broadband penetration • offline (TV, print, radio, ...) is still dominating • emerging market • little competition (Networks, Agencies, etc.) Source: Media Focus 09/2009 7

  8. Online Landscape CPM Branding / Image CPM/CPC Conversion Rate Traffic Branding / Lead CPO/CPL/CPC Leads / Sales 8

  9. Advertising formats Classical Online-Banner Textlinks

  10. Advertising formats 3. Product Feeds

  11. Advertising formats 4. Video-Ads Medium Rectangle 300x250 Fullscreen Mode

  12. Advertising formats 5. Keyword-Bidding (Arbitrage)

  13. Cost structure Switzerland • CPM – Cost per Mile • Fix amount per 1‘000 Views • CPC – Cost per Click • Fix amount per Unique Visitor (Unique Click) • CPL – Cost per Lead • Fix amount per address (i.e. Newsletter, lottery etc.) • CPO – Cost per Order • Percentage of the generated order value • Fix amount per order • CPT – Cost per Talk (Telefongespräch) • Fix amount per generated telephone-call (similar to a Lead) • Hybrid – Mixture • i.e. Pay per Click & per Sale

  14. Tracking basics Invoicing of Advertiser (TD) Payment to partners (TD) Tracking Technology Advertiser User Publisher (Website) Real-Time measurement and analysis of client behaviour: from Impression/Click up to Lead/Sale

  15. What are wetracking? • We are tracking: • Impressions • Clicks • Unique Visitors • Leads • Sales • Impression Leads • Impression Sales • Revenue per Click • Time • Productname • Ordernumber • ...

  16. TradeDoubler Process 4. Delivery Placement, delivery and optimisation of ads according to client’s targets. 1. Targets What are the client’s needs (Branding/Traffic/Sales/…)? Digital-Marketing Management 3. Pricing Expected costs? 2. Products Which product matches the best?

  17. Ad delivery (Overview) Standard Pool-Targeting Day-Time-Targeting Frequency Capping Geo-Targeting Interest Based Targeting

  18. Utilisation for all products 18

  19. Cases • citydisc.ch • td Affiliate (10% revenue increase within first six months) • td Campaigns • td Search • td Integral • LeShop.ch • neckermann.ch

  20. Thoughts & Questions Time for questions!

  21. Contact Thanks for your attention! Immo Hütte Head of Client Services T +41 (0)44 560 90 20 F +41 (0)44 560 90 11 Eimmo.huette@tradedoubler.com

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