RTB Advertising for Publishers - A Look Into the Ambient Digital RTB Market
Louisa Wong_State of play and future of RTB
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Transcript of Louisa Wong_State of play and future of RTB
STATE OF PLAY AND FUTUREOF RTB FOR BRAND
ADVERTISING INTERCONNECTED…
BETTER PERFORMING…
ALWAYS ON…
Traditional Way Using web sites as a proxy for users
New Way: Reaching the desired audience wherever they are
Digital Transformation: Audience Targeting
Challenges of trading today
• Fragmented spends ad network, exchange and 3rd party agency exchange spend across group with no consolidated reporting on campaign performance
• No single customer view
• Advertiser data traditionally leveraged in optimisation by 3rd parties
• Campaign goals differs, last click wins!
• Lack of transparency in data and technology
• Not all media is valued the same, what is the attribution model in Digital
• No cross campaign targeting ability
Game changers
o PUBLISHERS
SSP
o Advertisers o Agencies o Publishers
EXCHANGE
o Automated,
optimised buying of highly-targeted impressions
o Reducing Media Waste
DSP
o Technology to drive revenue, efficiency & safety for Top 500 (premium)
CLI
ENTS
C
OR
E O
FFER
ING
o Advertisers o Agencies o DEMs
o Tier one – Private Marketplace (PMP)
o Massive reach into tier two inventory
o Advertisers o Agencies
ATD
o Exchange trading expertise
o Service o 3rd Party
Technology
DATA PROVIDERS
Current value of RTB globally
Source: IDC Report – Real Time Bidding in the
US and the World 2011-2016. October 2012
EMEA benchmarks against US growth
Source: iTech estimates, based on data by
Econsultancy (2011), IDC (2011)
Amnet 21st Century buying
Technology
• Leading edge media technology practice
• Technology agnostic
Expertise
• Centralized discipline in data-driven programmatic buying
• Managed by our own specialist operators
Better Performance
• Design and deliver bespoke audiences
• Delivering improved value for clients
A globally consistent product
Live markets:
America
Australia
Belgium
Canada
China
France
Germany
Italy
Netherlands
Poland
Russia
UK
In Planning:
Brazil
To launch:
Sweden
Spain
Harnessing our ability to deliver
Always On
Real Time Audiences
Real Time Planning
Real Time Optimisation
Real Time Insights
The next generation: Amnet Audience Center
Amnet Audience Center: Big Data
Data driven precision targeting
Amnet: Success story in Performance
Benchmark CPA - €90 AMNET Overall CPA - €35
Delivering 39% cheaper acquisitions
• Ad network activity has historically delivered an average CPA of €90
• Target CPA: €57
• CPA at AMNET €35
• 61% under ad network CPA
• 500 energy subscriptions per month
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14 Day Look at Overall ROI
AMNET Google Tribal Fusion
AMNET have shown a steady
increase in ROI during their
involvement in the campaign.
AMNET ROI has overtaken
Google and is expected to
continue to increase.
Site / Network Impressions Clicks CTR CPC Revenue
AMNET 7,467,076 5,220 0.07 £2.93 £99,084.65
Google 3,225,223 2,899 0.09 £2.20 £67,119.46
Tribal Fusion 5,515,609 1,823 0.03 £4.01 £83,767.56
Amnet: #1 Revenue Driver
Amnet: Success story in brand
• Pre-roll video campaign / Duration : 30 seconds
• Target CTR given to AMNET by client : 1%
• Achieved CTR at the end of the campaign : > 5%
• Best effective CPM and CPC
500% increase in click through rate
CTR improvement over time
Best effective CPM
Best Cost per Click
• Target audience: 25 -34 demographic
• Increased in target audience converters from 30% to 80%
167% more effective targeting through AAC
Opportunities in brand advertising?
Building a data economy
• Radio (Digital Audio)
• DOOH (Digital Out of Home)
• Video on mobile devices
• High impact formats
RTB will continue to develop in