VISISEEK - Interactive Day San Diego (IDSD 2012) Presentation - Intro to RTB Display
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Transcript of VISISEEK - Interactive Day San Diego (IDSD 2012) Presentation - Intro to RTB Display
Intro to RTB DisplayIntro to RTB Display
WHAT IS REAL TIME BIDDING (RTB)?
• A cutting edge method of selling and buying online display advertising in real time at a per impression level using data, bidders and algorithmic optimization.
RTB STATS
RTB spend doubled in 2011 and is predicted to double again in 2012. By 2015 it will amount to $6.4 billion, when 27% of digital media in the US will be bought RTB (up from 10% in 2011). -credit Econsultancy
DEFINITIONSAudience: People you would like to display advertisements to
Inventory: Websites & mobile apps that you would like your ads to serve on
Ad Exchange: Technology that facilitates buying and selling from multiple ad networks
TYPES OF CREATIVE
• Static Banners (mobile apps + standard)
• Hosted Text (mobile only)
• Flash Banners
• Expandables
• Video
- In stream (before, in the middle or after content)
- In banner
THE PAST
Relied on
- Buying Clout
- Negotiating Skills
- Relationships
- Manual Management
GLEAMExchange based buying using algorithms and
bidding engines that make decisions on each impression in real time.
Reduces waste
Improves campaign performance for buyers
THE AD TRADING DESK
TARGETING TECHNOLOGY
REMARKETING
AUDIENCE TARGETING
Serve ads to specific audiences using:Search History Targeting
Behavioral Targeting
Demographic Prediction
USER PROFILING
Geo-Targetingby Country, Region, DMA, City, Zip
Age
Gender
Language
Interests
AUDIENCE EXTENSIONS
Acquire specific audiences
INVENTORY TARGETING
Semantic TargetingDomain Targeting
CategoriesInventory Quality Filtering
BRAND PROTECTION
Pre-Audited / Scanned PagesProven Channels With Premium InventorySites With Unverifiable Content Excluded
Filter for Sensitive Attributes (Political, Social Media, Forums (moderated or unmoderated), Children / Young Adults / 16+)
BANNER REQUIREMENTS
File Sizes: Under 40k per banner to avoid creative fees
Standard Sizes (width x height): 120x600, 160x600, 300x250, 468x60, 728x90
IAB: Ad unit guidelines must adhere to the guidelines specified by the IAB
DYNAMIC BANNERS
VIDEO ADVERTISING
In stream (before, in the middle or after content)
In banner
flv, mp4, wmv, f4v, avi, m4v, mov, mpg formats <2MB
MOBILE APP ADVERTISING
• Creative:
– .jpg, .gif or .png - Most common size is 480x80
– Hosted text (Like Google AdWords)
– Can use most of the targeting you can use in a browser campaign
ALTERNATIVE CREATIVE
• Interstitial - Displays as a user navigates from one web page to the next.
• Popup / Popunder – Display over or under page in secondary browser window
• Skin – Rich media ad that occupies the unused space on the page, typically the space surrounding the main content frame
MEDIA PLANNING
• Categories Topics & Themes You Want to Run On
• Site lists - Specific sites you want to run on
• Demographic targeting (age / gender / language etc.)
• Geo-Targeting
• Brand Protection Measures – Types of sites you don’t want to run on
THE FUTURE What’s Coming Next?
• Purchasing Video Ads w/ data
• Measuring engagement in ads...
http://visiseek.com