Post on 30-Jul-2015
De evolutie van Display Advertising
Parallelsessie - Kelly Siemons
20–05-2015
De evolutie van Display Advertising
Parallelsessie - Kelly Siemons
20–05-2015
De evolutie van Display Advertising
Parallelsessie - Kelly Siemons
20–05-2015
De evolutie van Display Advertising
Parallelsessie - Kelly Siemons
20–05-2015
Even voorstellen
‣ Kelly Siemons ‣ MSc in Marketing @ VU ‣ + 1,5 jaar werkzaam bij OrangeValley ‣ SEA & Display Consultant
De ontwikkeling van Display
Van Direct Deals naar Automated Trading
Direct Deals
Advertentie Netwerken
Advertentie Netwerken
Ad Exchanges
Het huidige Display Landschap
Automated Trading
Ad exchange
Advertentienetwerk
Agency trading desk
Algoritme AuctionAuction priority
Audience
Audience extension
Audience network
Audience profile targeting
Audience profiling
Audience targeting
Automated trading
Block list
Category
Channel conflict
Contextual targeting
Cookie Attribution Rate (CAR)
Cookie Dropping Rate (CDR)
CPX/CPA
Data – behavioural interest
Data – behavioural intent
Data – client data
Data – demographic
Data – ecommerce
Data exchange
Data – geographic Data leakage
Data – registration
Data – server
Data supplier
Data – technographic
Datamanagementplatform
Demand partnerDemand Side Platform (DSP)
eCPM
Fill rate First bid
First party data
Floor Price
Frequency
Frequency cap
Inventory
LiquidityKannibalisatie Monetisation & yield strategy
Placement/position
Premium sales
Reach
Real Time Bidding (RTB)
Remnant Inventory
Retargeting
Revenue share
Sales house
Second highest bid
Sell-Side Platform (SSP)
Targeting
Third party data
Trading desk
Unique user Upfront bidding (Tag based buying)
Vertical networkWhite list
YieldYield management
Complex
Het Display Landschap
Concreet - Wat moet je begrijpen?
Audience Targeting
Voordelen Automated Trading
‣ Transparantie ‣ Relevanter impressies inkopen ‣ Minder ‘waste’ ‣ Één gebruiker interface ‣ Één analytische oplossing (data)
Voorbeeld
Voorbeeld
Touch Tell Sell
Voorbeeld
Touch Tell Sell
Keep in mind…
Enkele learnings
Keep in mind…
‣ Bepaal van te voren je doel, de doelstellingen en de KPI’s ‣ Kies de juiste tooling ‣ Kwaliteit belangrijker dan kwantiteit ‣ Streef naar transparantie ‣ Analyseer & leer - data! ‣ Optimalisatie
Vragen?