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myThings

myThings. The Impact of Real Time Advertising on Performance. Kiev, May 17 2012. Agenda. Short Intro Three Building Blocks of Real-Time A dvertising: Real time bidding Real time creative Real time messaging myThings – The P ower of Real-Time A dvertising. 3. 1. 2.

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myThings

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  1. myThings The Impact of Real Time Advertising on Performance Kiev, May 172012

  2. Agenda • Short Intro • Three Building Blocks of Real-Time Advertising: • Real time bidding • Real time creative • Real time messaging • myThings – The Power of Real-Time Advertising 3 1 2

  3. Global Leader in CPA Retargeting 14 markets (including UK, FR, DE, IT, ES, NL, RU, US, India & Japan) 9munique users view ads every day 8mconversions generated for advertisers to date €850mgenerated for advertisers to date 1 billion personalised impressions a month 1400% CTR uplift compared to untargeted standard 150% uplift compared to retargeting standard 500mRTB requests per day

  4. myThings I Real Time Bidding Leadership #1 Retargeting RTB CPA Media Buyer in Europe 500 million RTB requests handled every day 50 Among First First Provider to implement Yandex RTB API Companies that implemented Google RTB API WORLDWIDE Best in Class Bidder 12 100%call out rates, 0 error rates RTB Exchanges in the myThings network, including:

  5. myThings I Real Time Bidding Leadership Highly Commended By Google “ myThings’ smart behavioural retargeting technology and its team’s industry expertise enable advertisers to fully leverage the power of the AdX marketplace. The myThings technology team lead a swift and efficient RTB integration with us and they have fast become one of our strategic partners. “ TanzilBukhari,Google’s European Head of AdX Buyer Relations

  6. Agenda • Short Intro • Three Building Blocks of Real-Time Advertising: • Real time bidding • Real time creative • Real time messaging • myThings – The Power of Real-Time Advertising 3 1 2

  7. RTA – Real Time Advertising In 2011, RTB was the talk of the town In2012, it’s all about end-to-end RTA: Real Time Dynamic Creative Real Time Bidding Real Time Messaging Intro

  8. Before RTA Media Buying En Masse Premium ad space bought in bulk on CPM basis No targeting or very basic targeting Disconnect between advertisers’ data and ad management

  9. After RTA Smart, RTB Media Buying Automatic selling and buying of online display ads in real time on a per-impression basis

  10. The Explosion of RTB Real Time Bidding 525% 416% increase in share of RTB ad spend by 2015 increase in share of RTB ad spend by 2015 IDC/Pubmatic Research, Oct. 2011

  11. Why Buy RTB Media? Real Time Bidding Performance:Paying right price for each and every banner uplifts ROI Driving acquisition & conversion: Lower and upper funnel activity ups revenue and unlocks scale Efficient real-estate management:RTB works well on long tail as emphasis shifting to single users Cost-Effective Campaigns

  12. myThingsI Leveraging Data for Better Targeting Real Time Bidding When joined together with client-side customer data, RTB enables accurate segmentation, pricing and optimization across numerous dimensions Conversion Products, value, margin Multiple consumer intent data points Multiple media channels User OS, browser Impression Imps, clicks, context, publisher, time of day Search terms Visit Referral, duration, categories, products, segment Multiple performance data points

  13. myThings I RTB Leadership Real Time Bidding myThings’ average RTB response time In less than 3MS myThings has to… Get Informed Serve Select Send Decide Identify This process is initiated over 500 milliontimes a day Receive Differentiators

  14. RTA – Real Time Advertising In 2011, RTB was the talk of the town In2012, it’s all about end-to-end RTA: Real Time Dynamic Creative Real Time Bidding Real Time Messaging Intro

  15. Before RTA One Size Creative Fits All Ad variations were limited 2-3 creatives was somewhat of a standard Each banner was manually designed in time-consuming fashion

  16. After RTA Real Time Personalized Creative Automatic delivery of a specific banner to a specific user in real time, one impression at a time

  17. DISRUPTING THE WAY CREATIVE IS MADE Manual Creative Real-Time Dynamic Creative Quick (Minutes) Time-consuming (Days and even weeks) Efficient Labor intensive

  18. myThings I Matching Banners to Users Real Time Creative Product Recommendation Engine Determines most relevant content to present Enginesselect in real time best performing combo that would trigger click and conversion What banner to present to which user? Adaptive banner optimizer creates most effective visual appearance among large set of attributes

  19. myThings I Product Recommendation Real Time Creative Behind the Scenes Most relevant product (1-8 products)

  20. myThings I Banner Display AttributesGenerating millions of ad variations Real Time Creative

  21. Ad Sequencing Real Time Creative Showing different creativesto single user within single campaign to encourage up-sell, cross-sell or increased CTR and conversions of same product

  22. Ad SequencingPre-purchase conversion path Real Time Creative User converts (fills out contact form of local dealership) User shown ad with relevant promotion and call-to-action User shown ad with different call-to-action User shown branded ad Click, no lead No click

  23. Ad SequencingPost-purchase cross-sell/up-sell conversion path Real Time Creative User converts Following interest in Costa Brava, user shown car rental option After booking flight to Barcelona on advertiser’s site, user shown banners of city hotels User shown banner with hotels in nearby Costa Brava No click Click, no conversion

  24. RTA – Real Time Advertising In 2011, RTB was the talk of the town In2012, it’s all about end-to-end RTA: Real Time Dynamic Creative Real Time Bidding Real Time Messaging Intro

  25. Before RTA One Message Throughout Campaign Limited ad variations, exact same message pushed out to everyone Time-consuming new banner design for every new message

  26. Multiple Messages Changed in Real Time After RTA Independent advertiser-side updating of segmented text messages and promotions on banners in real time Ladies: 50% off All Dresses Hurry! Offer Expires Midnight Great Prices on Designer Dresses

  27. myThings I Real-Time Updates on Live Banners Real Time Messaging • Targeted promotional messages to different audience segments • Reaching out to individuals in real-time • No need for new design for every new banner 1stParty Data

  28. myThings I Real-Time Updates on Live Banners Real Time Messaging • Self-service interface • Advertisers can create own customized segments or choose from • myThings' pre-defined segments  • A/B Tracking 1stParty Data

  29. Agenda • Short Intro • Three Building Blocks of Real-Time Advertising: • Real time bidding • Real time creative • Real time messaging • myThings – The Power of Real-Time Advertising 3 1 2

  30. myThingsI Retargeting Technology Innovators 4th Generation: Multi-Dimensional segmentation overlaying 1st, 2nd, 3rd party data 3rd Generation: 2nd Generation: Dynamic Personalized Retargeting 1st Generation: Static Retargeting Before 2005

  31. Core Product: Personalized Retargeting User visits merchant’s site When they visit any site on the myThings network, they are targeted with an ad • He is tagged with myThings’ smart tag • Browses between different products but leaves website without completing purchase This optimized banner is served to each individual as a personalised shopping window – enabling infant conversion by taking user back to product page myThings’ personalized retargeting typically increases return conversions by over 150% myThings creates, in real time, a personalized banner – custom-made based on consumer intent data, with product info, image

  32. THE DYNAMIC OUTCOME SPEAKS FOR ITSELF • Fully dynamic and personalized banner content • Automatically generated in real time • Based on consumer interactions with the advertiser’s website

  33. Trusted by Top Tier Brands Retail Consumer Goods, Fashion Services Communication, Travel, Finance, Gaming Intro

  34. ExtensiveGlobal Media Partnerships • Over 80% reach of web traffic • Over 200 direct European publisher relationships • Top global ad networks and premium publishers (Yahoo!, Google DoubleClick, AOL, MSN, ebay, Sky, T Online) • Integrated with 9 RTB exchanges (Google RTB, Rubicon, Admeld, Orange, RMX, Yandex and AppNexus) Intro

  35. Award Winning Performance Solutions • #5 of the top 50 fastest growing digital media companies in Europe 2012 • Winner of “Best Use of Data” in Performance Marketing A4U Awards 2012 • Nominated by Deloitte as the #4 fastest growing high tech company in Israel is 2011 • Shortlisted for Marketing Week Engage Awards 2012 with Littlewoods in “Data Driven Marketing” category Intro

  36. The Impact | Performance Uplift RTA is one of the main catalysts behind myThings’ 4-digit growth in the past 2 years myThings’ use of RTA has enabled a 150% increase in return conversion rates compared to the retargeting industry standard

  37. The Impact | Rocket Internet (Zalando) “I especially enjoyed the level of cooperation with myThings, their proactive approach and the ability to run retargeting campaigns on a performance-based CPA model.“ Luis Hanemann CMO in Residence, Rocket Internet GmbH Differentiators

  38. The Impact | Orange Ad Network’s Perspective OAN benchmarked myThings’ performance against retargeting industry standard: “eCPA was 11 times lower and PCCR rates - 4 times higher” Differentiators

  39. Thank You Bas Godska Managing Director, Russia | CIS E: basg@mythings.com| Twitter/Skype: basgodska

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