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Developments in Display Advertising & Real-Time Bidding (RTB) Paul Gill – Head of RTB

Agenda

Why choose display?

History of display

Real-time bidding

Display strategy in 2014

Why choose display advertising?

Fast, wider reaching advertising

Branding/ direct response campaigns

Diminishing returns on other channels

Competitors

History of display

1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

The history of display

First banner ad launched

First ad server

launched

Ad spend increases

significantly

First Ad Exchange launches

RTB becomes mainstream

Ad networks dominate market

Google acquires

Doubleclick

What is RTB?

RTB is…

Advertising through:

Display banners

- Static

- Rich media

Videos

Many other options

What is real-time bidding?

What's different?

Targeting the user visiting a website not just the website itself

RTB is:

“real-time, impression by impression based decision making”

How do we recognise a user?

Work with multiple 3rd party browsing data companies

Intelligent targeting

Audience Data

Behaviour data

1st party data

Lifestyle choices

Social interests

Consumer intent

Past purchase

The benefits

Traditional display vs. RTB

Purchasing in bulk even though each impression has different value to campaign

Vs. £10 CPM

£1.20 £1.65 £3.12

£1.08 £0.64

£0.88 £0.23

£2.12

£0.77 £1.65 £3.12

Purchase impressions based on their individual worth and only those which are valuable

Only pay for the valuable impressions:

RTB campaign strategy

Case study – Bootea

Client Brief

Worldwide advertising campaign

Limited previous success with direct deals

Targets

Consistent conversion growth targets

Increase sale conversions at target CPA

Engage with target audience

 

Creating a strategy

Establish strategy and

goals

Multilingual strategy

Creative strategy

Traditional display strategy

Remarketing Direct dealsAd Networks

Complete RTB strategy

Keyword Targeting

RemarketingAudience Targeting

• Product keywords• Industry keywords• Target audience keywords

• Lifestyle choices• In market for similar products• Women 18-34

Timeline for success

Strategic, engaged

setup

ROI, Improving CPA

Stage 1

Broad demographics

Launch remarketing

Custom audience lists

Contextual targeting

Stage 2: Optimisation

Delivered over 10 million impressions

All on an impression by impression basis

Contextual, audience and 1st party data

ROI, Improving CPA

Competition

Vs.

Original ad Socially driven ad 20% CTR improvement

Bid Audience Site Performance Decision

£0.31 CPM18 – 34 year

old social engagers

High volume, low CPA

Acquire further

inventory

£0.55 CPM In market for weight loss High volume,

high CPA

Reduce bids, remove website

Publisher (website) decisions

continues

continues

Stage 3+: Achieving Success

Increase investment in what works

Combine keyword and audience targeting

Publisher negotiations

Access creative strategy

ROI, Improving CPA

Results

2,800% increase in conversions in 3 months

CPA target achieved in 3 weeks

15% increase in total sales

To the future…

Integrate with analytics for reporting

- PPC, Analytics, social metrics uplift

- Time of day/day of week

- Specific geographic targeting

Questions?