Mercury Social Security - Online Display Ads 101
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Transcript of Mercury Social Security - Online Display Ads 101
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MERCURYcscSOCIAL SECURITY
June 14, 2013
Friday, July 26, 13
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ONLINE DISPLAY ADVERTISING FOR GEOTRAVEL BRANDS
(from @DONNIECLAPP)
Friday, July 26, 13
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Friday, July 26, 13
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ARGGGGH!
WE CAN BE HERE BECAUSE WE'RE RICH
(OR PRETTY)
Friday, July 26, 13
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Friday, July 26, 13
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Friday, July 26, 13
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Friday, July 26, 13
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SELF-SERVE ONLINE AD PLATFORMS
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Low Creative Overhead
No Minimum Spend
SELF-SERVE ONLINE AD PLATFORMS
No Contracts
Lots of Actionable DataFriday, July 26, 13
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ADWORDS SPEND Q1-Q2 2012
Friday, July 26, 13
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AMAZON: $54 MILLION
U of PHOENIX: $37.9 MILLION
ADWORDS SPEND Q1-Q2 2012
Friday, July 26, 13
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Friday, July 26, 13
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Friday, July 26, 13
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Friday, July 26, 13
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Friday, July 26, 13
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Friday, July 26, 13
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RTB =REAL-TIME BIDDING
Friday, July 26, 13
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TRADITIONAL DISPLAY AD PROBLEMS
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Cost of Entry
Lack of Transparency
TRADITIONAL DISPLAY AD PROBLEMS
Data is Delayed
CPM vs. CPCFriday, July 26, 13
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Friday, July 26, 13
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Friday, July 26, 13
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[GHOSTERY DEMO]
Friday, July 26, 13
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Friday, July 26, 13
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Friday, July 26, 13
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[SITESCOUT DEMO]
Friday, July 26, 13
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SELF-SERVE RTB ADVANTAGES
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No Minimums
Incredible Transparency
SELF-SERVE RTB ADVANTAGES
Real-Time Actionable Data
Full Control of TargetingFriday, July 26, 13
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CAN SELF-SERVE RTB DO IT?
✓
✓
✓
✓
Friday, July 26, 13
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Target Mobile Devices
Frequency Capping
CAN SELF-SERVE RTB DO IT?
View-Through Conversions
Audience Capture
✓
✓
✓
✓
Friday, July 26, 13
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CAN SELF-SERVE RTB DO IT?
✓
✓
✓
✓
Friday, July 26, 13
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Conversion Tracking
Demographic Targeting
CAN SELF-SERVE RTB DO IT?
Flash/Rich Media
Geo-Targeting
✓
✓
✓
✓
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CAN SELF-SERVE RTB DO IT?
✓
✓
✓
✓
Friday, July 26, 13
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GPS Fencing
Retargeting
CAN SELF-SERVE RTB DO IT?
Day Parting
OS/Device Targeting
✓
✓
✓
✓
Friday, July 26, 13
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CAN SELF-SERVE RTB DO IT?
✓
✓
✓
✓
Friday, July 26, 13
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Contextual Page Targeting
Brand Protection
CAN SELF-SERVE RTB DO IT?
Whitelist/Blacklist
Postback URL Tracking
✓
✓
✓
✓
Friday, July 26, 13
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CAMPAIGN IDEAS
Friday, July 26, 13
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HTL EMAIL CLICKERS
Friday, July 26, 13
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MONTANA AD CLICKERS
Friday, July 26, 13
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WPD CART ABANDONERS
Friday, July 26, 13
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HOMEWORK.
Friday, July 26, 13
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#QUESTIONS?
Friday, July 26, 13