funbox - leading performance display trading desk / rtb
TRANSCRIPT
December 2012
Independent Trading Display Network
Experience Innovation Results
Agenda
Real-time bidding defined
State of Play – RTB Market What we do
Multiple Buying Models
Audience Buying (3rd party data)
Solutions Provider & explanation of RTB
Brand Safety
Funbox Pinpoint Targeting Platform
Real Time Bidding Inventories‘Moneyball for digital advertising’
The traditional model of buying display advertising is changing
RTB is revolutionising media buying across facets of digital advertising…
Real Time Bidding State of Play
US RTB figures for 2012 Est. $1.6b-$2b revenue 15-20% of all display
Google predicts RTB will be a $50b industry in 2015 Australian RTB market est. growth 400%+ from 2011 to 2012 1% of market in 2011, growing to 5% or $40m in 2012, 8-10% in
2013 and 15 – 20% by 2015. Display to grow at twice the rate of search – up 500% by 2016/17
*SMI Report 2012http://www.smi-mediaindex.com
Funbox Defined
Independent Trading Display Network, using best-of-breed Trading Platforms and Ad
Exchanges to achieve the best possible results for clients and partners
Interface with all SSPs/Ad Exchanges, multiple ad-servers and DSPs to best optimize
campaigns results
Bridging the business model gap between publishers and advertisers
Funbox service offering
Funbox overview
Founded in 2004 as a direct marketing
advertiser
7 years performance based online marketing
experience
4 years ad exchange experience
Sydney HQ, plus offices in US, Germany,
Japan and India
30 employees
The Human Element – our Competitive Edge
Experienced team of analysts and campaign managers: Dedicated to campaign optimisation at granular levels, Work on campaign goals and maximize client ROIs
Follow clear processes to launch and optimise campaigns; Step 1: trial campaigns on multiple platforms Step 2: Find most effective channels to market, depending
on client brief Focus on performance Hitting the right audience Reach into multiple DSPs and Exchanges gives us
greater reach Hybrid model – conversion + volume
Audience Buying Through 3rd Party Data
3rd Party Data:
Demographic: gender / age / location
Static user data: interests
Dynamic user data: buying intent data
Audience Segments
Automotive Grocery Life Events Shopping
Beauty Products
Healthcare Products
Personal Care Style & Fashion
Demographics Hobbies & Interests
Personal Financing
Technology & Computing
Education Home Improvement
Pets Travel
Restaurants Household Products
Presence of Children
Innovation
1st Independent Trading Desk to launch in the AU market 1st to market with Cookie-less tracking (Pinpoint) Constantly evaluating new platforms, exchanges and DSPs to ensure
that we are working with best-of-breed suppliers Brandsafety.com – when we couldn’t find a solution to manage all
brand security and transparency for our clients we built our own More innovation in pipeline e.g. Funbox Media Intelligence Platform
Case Study 1 - Major UniversityTarget: Overseas Campuses
Learn Phase First Optimised buy
Ave CPA Ave CPA 0
20406080
100120140160180200
Chart Title
Funbox Target CPA
University Case Study (ctd)
Learn Phase First Optimised buy
Low CPA Ave CPA 0
100
200
300
400
500
600
Chart Title
Funbox Target CPA Search Video Buy
Brand Safety Inventory
Proprietary technology
Brandsafe Inventory
Funbox Creates a Safe Pocket of Inventory on Ad Exchanges, creating a clean and
brand-safe environment for advertisers without jeopardizing reach and scale
Proprietary system: Brandsafety.com
Near real time visibility were ads are actually showing
Visibility into full daisy chain up to 10 creatives deep
Fast Site vetting functions & site list management
Funbox USP – Funbox Pinpoint Platform
Cookie-less tracking & Dynamic Creatives
Pinpoint Platform
Pinpoint Platform
Device recognition / Cookie-less targeting
Analysis of device settings create a uniquely profile
Based on 70 criteria, read from the TCP/IP stack , e.g.
Browser language, time stamp
Can identify down to one in every 4 million devices
Cross platform tracking: PC, tablet and mobile
Dynamic banner retargeting
Retarget users with products in banners your visitors have actually watched
Based on XML product feed integration product will be dynamically integrated in
banners
Device recognition increases profile recognition by 72%
Tracking by device: 95% recognition
Tracking by cookies: 55% recognition
Device recognition is 10 times more accurate than device fingerprinting
Device Fingerprinting Funbox Pinpoint Device recognition
Analysis of User-Agent-String Analysis of TCP/IP Stack
String likely to change Settings not likely to change
No able to recognize individual computers in company network
Able to recognize individual computers in company network
Accurately identifies: 1 in 396,000
Accurately identifies:1 in 4,000,000
Holistic campaign approach
One customer targeted across multiple devices
UniqueProfile Cookie
What Do Marketers Get Today?
Direct Mail
Call Center
POS
Website
Mobile
Social
Rich Media
IPTV
Display
Search
No holistic view across all marketing channels Lack of control in messaging and experience
Which creates a lack of accountability
What Do Marketers Want?
Website MobileEmail Social Rich Media IPTVDisplaySearch
Direct Mail
Call Center
POS
Mobile
Social
Rich Media
IPTV
Display
Unifying Media and Data Across Channels
Funbox Media Intelligence Platform
What’s Needed to Make it Reality?
Unifying Media and Data Across Channels
Transparency & Control are Key
1. Real-time inputs/outputs of data
2. Predictive Analytics
3. Attribution (Methodology)
Website MobileEmail Social Rich Media IPTVDisplaySearch
Client list
Contact
Web: http://www.funbox.comAU Office: +612 8206 8844 Fax: +612 808 83889 Address: Level 6, 56 Clarence Street, Sydney, NSW, 2000, Australia
Tony Booth| BDM
Mail: [email protected] Mobile: 0439 988 539