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ZAP Trader Overview

ZAP Trader Overview. Spring 2011. Media Innovation Group (MIG) Streamlines the Complexity. MIG is a technology-driven digital marketing company designed to help marketers navigate the increasingly complex online display landscape.

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ZAP Trader Overview

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  1. ZAP Trader Overview Spring 2011

  2. Media Innovation Group (MIG) Streamlines the Complexity • MIG is a technology-driven digital marketing company designed to help marketers navigate the increasingly complex online display landscape. • MIG products and services improve the process of acquiring, optimizing and analyzing digital media for an ever-growing list of advertisers. 2

  3. A Custom Approach for Improved Success • MIG has the experience and proprietary technology to help marketers navigate the digital marketing arena effectively Advertiser Agency • MIG solutions, tailored to clients’ needs, streamline the integration process to maximize the effectiveness of digital campaigns Select Partners for Engagement Publisher Tech Network Data Exchange

  4. Table of Contents • Zeus Advertising Platform (ZAP) • Real-Time Bidding (RTB) • ZAP Trader: Real-Time Audience Acquisition • Case Studies

  5. Data-Driven Technology Company At the Core Data Warehouse Data-driven methodology with no arbitrary assumptions Data Warehouse 00101011011010110110010100101101 00101011011010110110010100101101 Accounts for media performance as well as recency and frequency 00101011011010110110010100101101 Outperforms last ad method by 2.5 times in predictive power 00101011011010110110010100101101 Insights to strategically plan & optimize across digital channels 00101011011010110110010100101101

  6. ZAP: Integrated Management & Actionable Insight Display Television Search Video Mobile Social Print Verification 3rd party data 3rd party ad serving 3rd Party Research Creative Optimization CRM Data Analytics Zeus Data Warehouse Data Management Platform

  7. Table of Contents • Zeus Advertising Platform (ZAP) • Real-Time Bidding (RTB) • ZAP Trader: Real-Time Audience Acquisition • Case Studies

  8. RTB Is Driving Display Ad Market Growth "Real-time bidding, which heated up the display ad market in 2010, will continue to gain share in 2011 and become an increasingly significant force for advertisers, publishers and ad networks.” – eMarketer, November 2010 % of 2010 Ad Inventory Available via RTB According to US Publishers of budgets advertisers expect to shift from networks to demand-side platforms (DSPs) in 2011 11.3% 16% 30% of online ad spend predicted to be done via DSPs&RTB in 2011 11% 7% 6% 25% of inventory publishers expect to be available via RTB in 2011 In-stream Video Rich Media Expandables Display Source: eMarketer December 2010 And Econsultancy December 2010

  9. RTB Inventory Growing Internationally “Experts predict that the use of RTB is estimated to account for 3% of display ad spend [in 2010] and 15-20% in 2011.” - Econsultancy Dec. 2010 “Real-time bidding impression volume in Europe and the Middle East is up to billions per day. The United Kingdom is second in the world in RTB volume, after the United States.” - Stock Markets Review Sept. 2010 “Display growth and potential auction based buying is due to gain lots of traction over the next few years. The US currently has larger growth opportunities due to the availability of more inventory with the UK still showing potential for rapid growth.” - Econsultancy Dec. 2010

  10. RTB: Reach the Right User at the Right Place in Real Time Reserve Model RTB Model Content as a Proxy for Audience Audience Regardless of Context Less Waste $0.4 $1.2 $0.2 $0.7 $0.4 $0.5 $50 Increased Value Purchase via segment buckets Purchase audiences at impression level

  11. Real-Time Bidding: How it Works Sites place an exchange tag on their pages with available inventory Exchange evaluates all bid responses and selects winning bid Winning bidder’s creative is served to the user. Bidder pays .01 more than 2nd place 5 Exchange federates bid request to all bidders for an auction Bidders evaluate request (hold auction among their advertisers) and send bid responses to the exchange, including bid price andcreative 6 4 3 1 Site 1 Site 2 Site 3 Exchange User types in a URL and browser renders webpage 2 Bidder Bidder Bidder Bidder Bidder Bidder Bidder

  12. What is a Demand Side Platform (DSP)? • Real-time bidding allows advertisers to: • Buy per impression • Target using key advertiser data points • Map to ROI goals • Eliminate waste like never before Advertiser Agency DSP Real-time biding Ad Exchanges Yield Optimizers Ad Networks Publisher Publisher Publisher Publisher Publisher Publisher Publisher

  13. Table of Contents • Zeus Advertising Platform (ZAP) • Real-Time Bidding (RTB) • ZAP Trader: Real-Time Audience Acquisition • Case Studies

  14. ZAP Trader: Real-Time Audience Acquisition 3rd Party Audience Data Exchanges Impressions Impressions Agency Direct Publishers Impressions Impressions Zeus Data Warehouse

  15. Benefits of ZAP Trader Increased Transparency Measureable Performance Unified cookie across reserve, bidded & search media Algorithmic bidding & performance modeling Global Service/Support Deeper Insights In region global service and support team Data flexibility and scale for actionable user-level insights Greater Reach Guaranteed Security Direct RTB inventory access & bid management across channels Proprietary client data with protection against data leakage

  16. Performance Driven Bidding Strategy KNOW MORE WIN MORE

  17. Increased Data-Based Audience Targeting Advertiser Data Silos Reporting Systems Brand Metrics Acct/Billing Systems Office Mgmt Tools Email CRM ZAP Platform RTB Inventory Sources Third-Party Data Sources

  18. MIG Offers Advertisers Far More Than DSPs Can

  19. Table of Contents • Zeus Advertising Platform (ZAP) • Real-Time Bidding (RTB) • ZAP Trader: Real-Time Audience Acquisition • Case Studies

  20. Case Study: Real-Time Bidding - Leading Wireless Company Goals & Objectives Key Exchange & RTB Learnings • Hit Cost Per Order and spend targets • Gain actionable insight into RTB market, DSP platforms and exchanges • Inventory prices drop cyclically quarterly • Exchange markets are highly inefficient • Hidden price floors and win % • Performance improves with experience • Adding ZAP tags to all campaign creative allows for true view-through Approach • Utilize ZAP Trader to acquire inventory via RTB exchanges • Apply 3rd party partner data for sophisticated audience targeting Results • Inventory acquired cost effectively at scale • Optimized pool of inventory purchased based on insights; performance gains over time • Targeted performing inventory and eliminated under-performing sources • Achieved quarterly spend & CPO goals

  21. Case Study: Activision – Guitar Hero 6 Goals & Objectives Results • Drive traffic to Guitar Hero 6 landing pages on retailer sites • Target users searching, shopping, consuming and sharing content relating to Guitar Hero, video games and featured music • Delivered high level of click-through to retailer sites • Successfully applied 3rd party data in RTB environment to acquire target audience • Optimized pool of inventory purchased based on insights; performance gains over time Approach • Utilize ZAP Trader to acquire inventory via RTB exchanges • Apply 3rd party partner data for advanced audience targeting • Cross Pixel Media, Media6Degrees, DataLogix • Employ advanced targeting techniques • Behavioral, look-alike targeting • Retargeting Music Fans, Gamers, and Guitar Hero Loyalists

  22. Appendix

  23. Greater Transparency & Visibility • ZAP Trader’s easy to use interface maximizes efficiency and transparency Advanced Reporting Bid Management Pacing Control Easy Tag Uploading Custom Conversion Tagging

  24. ZAP Product Suite Overview

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