AdReady Webinar Making Sense of the Display Market
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Transcript of AdReady Webinar Making Sense of the Display Market
Matt Carr, AdReadyTwitter: @AdReady, #AdReadyWebinar
© 2011 AdReady, Inc. Confidential 2
REMEMBER WHEN…
You sent a tape to a TV station by Bike Messenger?
And then went to lunch.
© 2011 AdReady, Inc. Confidential 3
TODAY…
You analyze ROI, breaking it out by segment and keyword…
And work through lunch.
© 2011 AdReady, Inc. Confidential 4
THE OPPORTUNITY GAP…
…makes missing lunch worthwhile.
• SVP of Product and Business Development at AdReady
• 10+ Years in Online Advertising Industry
• GM of Display Advertising at MSFT
• Ukulele Champ?
© 2011 AdReady, Inc. Confidential 5
A BIT ABOUT ME…
© 2011 AdReady, Inc. Confidential 6
WHAT WE’LL COVER…
� Diversify your marketing portfolio
� Know and control your display levers
� Remember marketing fundamentals
� Ask the right questions
� Find the right partner
� AdReady’s view
� History of Display industry
� Who does what on the buy-sideUnderstand It
Be Display Smart
Follow Through
© 2011 AdReady, Inc. Confidential 7
© 2011 AdReady, Inc. Confidential 8
HERE’S ONE WAY TO LOOK AT IT…
© 2011 AdReady, Inc. Confidential 9
HERE’S A SIMPLER WAY…
Message Medium Customer
© 2011 AdReady, Inc. Confidential 10
SO…
How did we get from this…
…to this?
Message Medium Customer
© 2011 AdReady, Inc. Confidential 11
1994 – 2001
A
A
A
A
A
P
P
P
P
P
Advertisers Publishers
Advertisers bought ad space directly from publishers
Challenge: No Scale
© 2011 AdReady, Inc. Confidential 12
2001 – PRESENT
A
A
A
A
A
P
P
P
P
P
Advertisers Publishers
Rise of ‘Ad Networks’ to consolidate unsold inventory
Challenge: Still Not Automated
Ad Networks
Benefit: Scale & ROI
© 2011 AdReady, Inc. Confidential 13
2006 – PRESENT
A
A
A
A
A
P
P
P
P
P
Advertisers Publishers
Ad
Networks
Exchanges
Ad
Networks
Rise of ‘Ad Exchanges’ to consolidate Networks and improve efficiency
Challenge: Still Many Integrations
Benefit: True Scale & RTB
© 2011 AdReady, Inc. Confidential 14
NOW THAT’S COMPLICATED.
How do we get from this…
…back to this?
Message Mechanism Customer
© 2011 AdReady, Inc. Confidential 15
2009 – PRESENT
A
A
A
A
A
P
P
P
P
P
Advertisers Publishers
Rise of ‘buy-side tools’ to connect buy-side to ecosystem
Challenge: Still Many Options
Buy-Side
Tools
Benefit: True Automated Buying
Exchanges
Exchanges
Ad
Networks
© 2011 AdReady, Inc. Confidential 16
WHAT ARE THESE BUY-SIDE TOOLS?
A
A
A
A
A
Many options, many differences, many categories
Buy-Side
Tools
DSPsConnect buyer to multiple inventory
sources via single buying tool
Creative
Optimizers
Enable creation of multiple creative
versions (dynamically or otherwise)
Third Party
Ad Servers
Facilitate traditional reserved, cross-
publisher campaigns
Ad
Networks
Buy inventory from pubs/others and
sell at higher rates to advertisers
More Fragmented Display Inventory
© 2011 AdReady, Inc. Confidential 17
WHEW!... WHERE DOES THIS LEAVE US?
Result: Platforms to Access Inventory
Which Leads To: More Tools & Platforms
© 2011 AdReady, Inc. Confidential 19
3 CORE PRINCIPLES OF GREAT DISPLAY CAMPAIGNS
1.
2.
3. Remember Fundamentals
Diversify to Amplify
Understand your Levers
To grow your overall marketing effectiveness,
you need to constantly diversify your overall portfolio mix
© 2011 AdReady, Inc. Confidential 20
DIVERSIFYING YOUR MARKETING PORTFOLIO
1.Diversify to Amplify
Radio
Television
Time
Return
on Ad
Spend
and
Reach
To grow your overall marketing effectiveness,
you need to constantly diversify your overall portfolio mix
© 2011 AdReady, Inc. Confidential 21
DIVERSIFYING YOUR MARKETING PORTFOLIO
Radio
Television
Search
Display
Social… etc.
Time
Return
on Ad
Spend
and
Reach
1. Multiple Display Marketplaces
2. Fragmented Display Audiences
1.Diversify to Amplify
© 2011 AdReady, Inc. Confidential 22
WHY DIVERSIFY?
MULTIPLE DISPLAY MARKETPLACES
A
A
A
A
A
P
P
P
P
P
Advertisers Publishers
Buy-Side
Tool
Exchanges
Exchanges
Ad
Networks
3. Buy directly from publishers
1. Buy through
Exchanges
2. Buy through
Ad Networks
© 2011 AdReady, Inc. Confidential 23
WHY DIVERSIFY?
FRAGMENTATION IN THE INTERNET
What to remember buying from marketplaces…
� Your ‘Bid,’ or rate you will pay, is your primary lever
� Ideal bid should balance delivery (volume) vs. performance
� There is an ‘efficient frontier’ beyond which increasing bid is not advisable
� Yet most advertisers over-state their bid to ensure delivery at beginning
© 2011 AdReady, Inc. Confidential 24
VOLUME VS. PERFORMANCE
Volume
(AKA ‘Delivery’)
Performance
(AKA ‘eCPX’)
2.Understand your Levers
© 2011 AdReady, Inc. Confidential 25
EFFICIENT FRONTIER FOR DELIVERY
© 2011 AdReady, Inc. Confidential 26
TARGETING LEVERS
Increased targeting
leads to increased
performance… but
reduced volume
© 2011 AdReady, Inc. Confidential 27
ONE EXAMPLE OF AN INTEGRATED PLAN
���� Great return, but limited reach
���� Higher cost, but qualified!
���� Great feeder to drive traffic
to site for Retargeting
© 2011 AdReady, Inc. Confidential 28
A SMART MARKETER + A SMART TOOL
Smart Optimization = Smart Media Planning + Smart Tools
Smart Tools collect and process historical data
to provide the most accurate bid for the requested targets.
© 2011 AdReady, Inc. Confidential 29
USE “BIG COMPUTING” TO YOUR ADVANTAGE
Today’s unique technology convergence
COMMODITIZED
COMPUTING
POWER
INTELLIGENT
ALGORITHMS
MAKING DATA WORK FOR YOU
© 2011 AdReady, Inc. Confidential 30
CUSTOMER-FOCUSED APPROACH
• Technology in background
• Algorithms lead to
recommended actions
• All campaigns across all
publishers
BENEFITS
• Eliminate guess work
• Eliminate long trial &
error cycles
• Faster on-boarding
© 2011 AdReady, Inc. Confidential 31
3.REMEMBER THE FUNDAMENTALS
The first thing you
learned in marketing
is still true…
© 2011 AdReady, Inc. Confidential 32
KNOW YOUR CUSTOMER
© 2011 AdReady, Inc. Confidential
KNOW YOUR CUSTOMER
INTRODUCING THE OLD SPICE GUY
© 2011 AdReady, Inc. Confidential 34
4.8 M
6 MILLIONHITS IN 1 DAY
4.4 M
3 M
HUGE RESULTS:
• Old Spice rose to #1 spot in category in U.S.
• #1 All-Time Most Viewed Brand Channel on YouTube
KNOW YOUR CUSTOMER
USE THE “WHEEL OF DISPLAY”
© 2011 AdReady, Inc. Confidential 35
© 2011 AdReady, Inc. Confidential 36
Do I have a deep enough understanding of my customer?
Are my success metrics well defined?
Do I have an easy to use tool that lets me access all the
inventory sources in an easy way?
Am I spending too much on manually generating creative?
Am I constantly working on my campaigns to optimize? Or do I
need some help?
© 2011 AdReady, Inc. Confidential 37
Will your technology address all my display needs?
What kind of support and service do you provide?
Do your existing customers have similar needs as me?
How long/hard is it to get up and going?
How do you get paid?
© 2011 AdReady, Inc. Confidential 38
You don’t have to be big to be great
You don’t have to go small to be nimble
You don’t have to spend a lot of money to make money
You don’t have to ‘staff-up’ or devote huge dollars to train
an online ad pro
You don’t have to figure out online advertising on your own
© 2011 AdReady, Inc. Confidential 39
Learn more at
www.adready.com/resources
come talk to us at…
© 2011 AdReady, Inc. Confidential 40