de media planning a media trading
TRANSCRIPT
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Compra Programática:Transparencia, Control y Precios
Ignacio Roizman| COO@nachoroizman
6 de Octubre de 2015Cámara Argentina de Anunciantes
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"As technology advances, it reverses the characteristics of every situation again and again.
The age of automation is going to be the age of "do it yourself"."
Marshall Mcluhan, 1957
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Publicidad 1.0: El HOMBRE y el EXCEL
Investigar Sitios para vehicularLlamar al vendedorArreglar reuniónEvaluar OportunidadNegociar PrecioFaxear I/OEspecificaciones de campaña en ExcelEnviar Email con Excel + CreativosTestear CampañaLogin para conseguir reportesAjustar parámetros de campañaRecibir FacturaHacer AjustesEnviar PagoRepetir
Llamar a Clientes PotencialesArreglar reuniones
Chequear disponibilidad de InventarioNegociar Precio
Faxear I/ORecibir inicio de campaña en Excel
Recibir CreativosPreparar campaña en AdServer
Testear CampañaConseguir ajustes del comprador
Hacer ajustes de campañaEnviar Factura
Consolidar AjustesSeguimiento de Cobro
Repetir
VENTA COMPRA
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DIFERENCIAS CON LA COMPRA TRADICIONAL:MÁXIMA ATOMIZACIÓN DE LA COMPRA
Compra Programatica: P y Q Variables
Compra Tradicional: P y Q Constantes
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DONDE ESTA LA OPORTUNIDAD?
P
T
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BID REQUEST BID IMPRESION CLICK CONVERSION
WIN RATE CTR CVR
BID PRICE ECPM ECPC ECPA
#
%
$
X,XXX,XXX,XXX XX,XXX,XXX X,XXX,XXX XX,XXX X,XXX
XX% X,XX% X,XX%
VARIABLES QUE DEBEMOS ASIMILAR
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UNA IMPRESIONMATCHEDWIN 2015-Aug-08 21:00:01.57929 536bf0500009d0760a342c67ca005dad 0 393_21280 child
70USD/1M 330USD/1M 0.000000"{"id":"536bf0500009d0760a342c67ca005dad","timestamp":1399582800.718654,"isTest":false,"url":"http://www.clarin.com/","protocolVersion":"Google Protocol Buffer","exchange":"adx","provider":"Google","location":{"dma":-1,"timezoneOffsetMinutes":-1},"segments":{"AdxDetectedVerticals":["16:0.147397","20:0.090357","294:0.162989","1077:0.099258","5217:0.500000"],"AdxGeoCriteriaId":[2591]},"imp":[{"id":1,"banner":{"w":300,"h":250,"id":1,"pos":3,"topframe":0},"tagid":"3714961714","formats":["300x250"],"position":0}],"spots":[{"id":1,"banner":{"w":300,"h":250,"id":1,"pos":3,"topframe":0},"tagid":"3714961714","formats":["300x250"],"position":0}],"site":{"id":1170,"publisher":{"id":1170},"page":"http://www.clarin.com/"},"device":{"ua":"Mozilla/5.0 (Windows NT 6.1; rv:28.0) Gecko/20100101 Firefox/28.0,gzip(gfe)","ip":"200.46.80.0","geo":{},"language":"es","ext":{"geo_criteria_id":2591,"timezone_offset":-300}},"user":{"id":"CAESEOJFyvLnkqFPyJ_Nxl6V-p8","geo":{},"ext":{"cookie_age_seconds":10561563}}}" {"bids":[{"creative":1,"price":"330USD/1M","priority":0.0,"spotIndex":0}]} null 762 7695_tag_300x250_PA_v2a660fdabGa57bG419aG89c6G78dbaf578831 null {"cookie":"a9f8b88b-dcc9-42d8-825e-b166373f4085","pap-timestamp":"1399582801","pcid":"3e25fbfb-c41d-48af-bc50-8eeeed4d82cf"}a660fdabGa57bG419aG89c6G78dbaf578831 1 a660fdabGa57bG419aG89c6G78dbaf578831:childdatacratic 70USD/1M
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EL MERCADO NO ES ESTÁTICO
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QUE NOS DICE EL PACING
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IMPACTO DEL PRECIO EN LA ENTREGA
$0.05
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
$1.80
$2.00
$2.20
$2.40
$2.60
$2.80
$3.00
$3.20
$3.40
$3.60
$3.80
$4.00
$4.20
$4.40
$4.60
$4.80 0%
20%
40%
60%
80%
100%
20% de las impresiones
50% de las impresiones
80% de las impresiones
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LA DETERMINACION DEL BID
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ENTENDIENDO EL CONTEXTO
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NUEVAS VIZUALIZACIÓNES DE DATOS
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Estrategia I: Compra por Audiencia
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IMPACTO DE COMPRA POR AUDIENCIA
01/02/2015 02/02/2015 03/02/2015 04/02/2015 05/02/2015 06/02/2015 07/02/2015 08/02/2015 09/02/2015 10/02/20150.000%
0.010%
0.020%
0.030%
0.040%
0.050%
0.060%
0.070%
0.080%
0.090%
Contextual Linear (Contextual) Audiencia Linear (Audiencia)
0,053% CTR
0,026% CTR
-51% Imps +107% CTRENTERTAINMENT&FOOD
DEMOGRAPHIC-AGE-35-59 /INTEREST-FAMILY / FOOD & DRINKINTEREST
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IMPACTO DE COMPRA POR AUDIENCIA
CTR CONTEXTUAL CTR AUDIENCIACPC CONTEXTUAL CPC AUDIENCIA
0.026% 0.053%$0.92 $3.85
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IMPACTO DE COMPRA POR AUDIENCIA
SITIO ASITIO BSITIO C
Con AudienciaSin Audiencia
$ 1,30$ 1,95$ 1,55
$ 0,27$ 0,40$ 0,23
Performance debe ser +5x mejor para justificar la inversion
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KPIs
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% $
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Estrategia II: MIX DE CREATIVIDADES
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CPM POR TIPO DE CREATIVO
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CPC POR TIPO DE CRATIVO
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CPA POR TIPO DE CREATIVO
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IMPACTO DE LA DIVERSIFICACION DE CREATIVOS
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REPORTE DE MERCADOAGOSTO 2015
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INDUSTRIAS
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CREATIVOS
300x50
320x50
120x600
160x600
300x250
0.00% 20.00% 40.00% 60.00% 80.00%
Imps%
300x50
300x600
160x600
300x250
336x280
0.00% 0.10% 0.20% 0.30% 0.40% 0.50%
CTR%
300x50
468x60
300x600
728x90
320x50
$- $1.00 $2.00 $3.00 $4.00
eCPM
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RECURSOS DISPONIBLESEspecificaciones: http://resources.mediade.sk/doku.php?id=creatives_specs
Tutoriales en YouTube:http://resources.mediade.sk/doku.php?id=videos_tutoriales
Caso De Éxito para descarga:http://resources.mediade.sk/doku.php?id=success_story
Webinars para descarga y visualización del video:http://resources.mediade.sk/doku.php?id=webex
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Ignacio Roizman| COO ignacio.roizman@usmediaconsulting.
com
MUCHAS GRACIAS!