media kit - adcellerant.com · what is ip targeting? data rich define audiences with over 750...
TRANSCRIPT
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MEDIA KIT
Confiden'al
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WHO WE ARE AdCellerant
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AdCellerant Company
§ Founded in November 2013
§ Running over 10,000 hyper local and
regional advertising campaigns per year
§ 90 Partners, 200+ US Markets, 5
International Markets (Canada, Mexico,
UK, Ireland, Bermuda)
§ 23 member group dedicated to
campaign delivery, performance and
providing best in class technology
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WHAT WE DO AdCellerant
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Adcellerant Overview
S A L E S S U P P O R T
O P E R A T I O N S R E P O R T I N G
P L AT FO R M S
D E S K T O P
M O B I L E
V I D E O
E M A I L
S E A R C H
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Platform Overview
Task = Builds proposals for sales combining all platforms into a single strategic advertiser proposal Efficiency § Instant Proposals § No Keying § No Order Entry (post sale) § More Sales Time Strategic § Multi Platform Proposals § Increased Deal Size § Consistent Messaging § Consistent Pricing
Task = Trafficks all sold campaigns from proposals.marketing automatically into corresponding ad server Efficiency § Automated Trafficking § Fewer Errors § Campaign Mgmt. UI Strategic § Scalable Ops § Order Management
System § Standardized Ops / Sales
Language
Task = Scalable, fully transparent reporting across all platforms for all advertisers. Efficiency § Automated Reporting § Client Facing Dashboard § Single Sign On Reporting Strategic § Improved Retention § Agency Quality Reports § Scalable Ops § Billing Information
Integrated § Team, Seller and Product
Level Profitability Reporting
Task = Fully integrated user interface for managing all aspects of your digital marketing business including sales, operations, campaign management, billing, invoicing and budget management. Efficiency § Single Sign On § Single UI § Fewer Required FTE’s Strategic § Fully Integrated System
For All Things Digital § All Departments, One UI
+ + =
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What We Do SALES SUPPORT
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Sales Support The team is focused on helping our partners accelerate and streamline the sales process by providing tier 2 support in 6 key areas of sales
Document Library, Case
Studies, Testimonials,
Sales Materials
Onsite, Webex and
Ongoing Education
gift card, trip incentives, tickets to events, lunches
in-person, webex and
tele-conferencing
proposal creation and
support dedicated
adcellerant is an extension of your team
W H I T E L A B E L M AT E R I A L S T R A I N I N G S A L E S
I N C E N T I V E S S A L E S C A L L S P R O P O S A L S D E D I C AT E D S U P P O R T
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Tool Features • Client specific forecasts in minutes • Understand share of voice in seconds • Multiplatform sales proposals for every client • Consistent and controllable pricing on all sales proposals • White label, scalable and consistent branded sales materials • Sales support and in market 4 legged sales calls • Integrated spec ad system • Simple and easy to use • Customizable and specific to each partner
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Tool Features • Strategic proposals created in minutes with only a few simple inputs
• Industry specific product mix and research included in every campaign proposal
• Customize geo’s based on zip code, city, county, state or DMA
• Include specific keywords describing the target audience your clients wants to reach
• Include spec ads in every proposal in seconds
STEP 01
Enter basic info about client and sales opportunity
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Tool Features • Switch between client goals and quickly see how budgets and strategy changes
• See share of voice and basic forecasting information for your client’s specific campaign
• Quickly add or remove products based on the clients needs • Search, add and remove custom targets and search keyword terms • Include basic business rules to ensure product best practices are
followed in every proposal • Includes specific Partner pricing
STEP 02
Adjust budget and customize proposal elements
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Tool Features • Custom sales materials • White label proposal and presentation • Once approved, proposal can be fully leveraged as an IO in Operations
STEP 03
Check proposal, verify strategy and select custom sales materials
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Don't be afraid to give up the good to go for the great.
John D. Rockefeller
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What We Do OPERATIONS
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Operations Strategy
AdCellerant provides campaign planning and management expertise that leverages data, consumer purchasing habits, purchasing windows and buying
funnel to establish consistent communication throughout the purchasing journey.
P L AT FO R M S D E S K T O P
M O B I L E
V I D E O
E M A I L
S E A R C H
TA R G E T I N G
R E TA R G E T I N G G E O G R A P H I C
C O N T E X T U A L
D E M O G R A P H I C
B E H A V I O R A L
I P TA R G E T I N G
S E A R C H R E TA R G E T I N G
A W A R E N E S S
P U R C H A S E
I N T E N T I N T E R E S T
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Consistent Presence
Consumer Shopping Habits Legacy Marketing
Time
Wind
ow o
f Opp
ortu
nity
AdCellerant Digital
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C L I E N T G O A L S
Campaign Management AdCellerant combines Campaign Managers and Artificial Intelligence to calculate and manage millions of potential optimizations effectively and efficiently.
TA R G E T C O N S U M E R S C H A N N E L S L E V E L S C L I E N T
R E S U LT S
3 Goals 5 Targets 10k + Sites 12+ Levers
Human + AI = Perfect Marriage
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Tool Features • Automated trafficking IO’s from proposals.marketing into the corresponding ad servers and order management system greatly improving efficiency
• Campaign management tools that allow the lay operator to make strategic and crucial optimizations
• Greatly decrease reliance on vendors and bring solution in house saving 50-60% on COGS
• Finance and billing functionality to measure gross margins on all sold campaigns, by sales person, by division and at the enterprise level
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What We Do REPORTING
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Tool Features • Multiple white level hierarchy allowing for white label at every level
• Complete and total transparency • Data visualization making justifying campaign results simple
and scalable • Automate reporting, saving time and money • Advertiser level access and customizable views for all users • Multiple level user management • Integrate and reporting source with a reporting API
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Reporting Dashboard
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PRODUCT AdCellerant
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Product Programmatic
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Programmatic We leverage The Trade Desk which is one of the most technologically advanced platforms in the world. Rated #1 DSP in the world by Ranker.com, #2 by Foresters.
Flexible Dynamic
Controllable
TTD Bid Speed = >999,999/sec.
Simpli.fi = <999,999/sec.
Running 1,000’s of campaigns
and leveraged learning across
platform
Helping partners
leverage 1st party data
and network opportunities
95-98% reach of the
programmatic marketplace
10x’s the reach of
Alexa’s top 10,000 sites vs Simpli.fi
Greater quality filters
and brand safety
measures
A D V E R T I S E R S & A G E N C I E S
AT T R I B U T I O N M O D E L S
D M P & D ATA I N V E N T O R Y S U P P L I E R S
P U B L I S H E R S A U D I E N C E S
Reporting / Analytics
Data / Targeting
Inventory / Desktop / Mobile / Video
PROGRAMMATIC TECHNOLOGY
STACK
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Performance & Metrics
View Through
Look a-like
Time on Site
Post Impression Conversion
Click Through
E Com Conversions
Post Click Conversion
Form Fill Conversion
UNIVERSAL PIXEL
Retargeting
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Campaign Quality To deliver better brand protection, better results and help deliver our performance guarantee AdCellerant does not buy Below The Fold Inventory. This greatly eliminates poor performing ad impressions.
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Inventory Quality
D S P M E A S U R E S
Curated and tiered inventory selection, IAB Compliance,
dynamically maintained IP level block lists
C A M P A I G N M A N A G E R
Prioritized top 5K site list, above the fold only, network
block list
3 R D P A R T Y P R E /P O S T B I D
Peer39 brand safety, page quality, viewability, IP
indexing, user device graphs
Q U A L I T Y
AdCellerant consistently delivers quality human traffic,
on quality websites delivering high impact results
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Product IP
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What is IP targeting?
D A T A R I C H
Define audiences with over 750 consumer and business
variables.
C O O K I E - F R E E P R I V A C Y
No tracking, no use of cookies and no inferred audience
segmentation.
D E V I C E D E P E N D E N T
100% reach to all Internet-enabled devices (i.e.,
desktops, laptops, tablets, smart phones).
IP Targeting focuses internet advertising to consumers based on their Internet Protocol (IP) address.
Current Customer Activation: exact list to IP match
1 0 0 % R E A C H
Reach over 250 million-plus individuals and over 18
million businesses in the U.S. and Canada.
Minimums: 5K database, 100K Imps, $11 CPM, no performance guarantee. *Average match from database = 50%
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Current Customer Activation Using your client’s exact customer list to IP match
By using a patented data matching process, which protects the privacy of the household while allowing the user-profile tied to a specific IP to be examined, we can match a client’s existing customer list (names, addresses, phone numbers) to IP addresses, thus allowing ad impressions specifically tailored to existing customer base. *Requires customer address
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Product Micro Proximity
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What is “MicroProximity” Targeting?
B R A N D A F F I N I T Y
Curated and tiered inventory selection, IAB Compliance,
dynamically maintained IP level block lists
B E H A V I O R A L
Prioritized top 5K site list, above the fold only, network
block list
D E M O G R A P H I C S
Peer39 brand safety, page quality, viewability, IP
indexing, user device graphs
T A I L O R E D L O C A T I O N
AdCellerant consistently delivers quality human traffic,
on quality websites delivering high impact results
“MicroProximity” starts with a user’s raw location data, which is cleansed, then matched to real locales, census, events, etc. so you can deliver your ad to them based on their actual consumer actions. Now you can get in front of your target market where they like to go or based on where they have been.
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Popular MicroProximity Targeting Strategies
L O C A T I O N T A R G E T I N G
Reach consumers while they’re at specific locations,
stores, offices, etc.
C O N Q U E S T T A R G E T I N G
Reach consumers while
they’re visiting your
competitors locations.
A R E A T A R G E T I N G
Bring potential customers in or ask them to come back
when they’re nearby.
A C T I V I T Y & I N T E R E S T T A R G E T I N G
Reach consumers based on category of store they’re in,
like coffee shops, bars, restaurants, etc.
These are some of the many ways to leverage MicroProximity targeting for your campaign.
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Decimal Point Location Data
• Precise real-time location data, to reach marketing based audiences, requires a minimum of 4 decimal places.
• We use 5 place precision allowing us to accurately target small venues with precision.
• 5 Decimal Places = ~1 meter: Accurately located inside a small venue or coffee shop
• 4 Decimal Places = ~10 meters: Outside a small venue or coffee shop
• 3 Decimal Places = ~100 meters: Football field away from the target venue.
• 2 Decimal Places = ~1,000 meters: Over 1KM away from your target venue
• Competitor “GeoFence” technology truncates the coordinates down to 2-3 decimals
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Product Native Advertising
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Why Native - Native Ads Align with the Website
Minimums: 40,000 imps / mo – Average CPM $6.00
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Creative Specification
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D E S I G N
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L O G O
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H E A D L I N E & C A P T I O N
A single creative asset is turned into multiple, unique creative executions.
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C L I C K -T H R O U G H U R L
“ Welcome To Curaçao” “Discover the Caribbean’s best-kept secret, Curaçao.....”
www.jetblue.com/curacao
• 1200x1200 pixel pref. • 500x500 pixel min. • 72 DPI, JPG pref. • Under 2MB per image
• PNG Format • 300-600 pixels wide • Transparent background
• Headline < 30 characters
• Caption < 200 characters
• Landing page URL
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A Single Creative Works on All Screens Sourcing Creative: • Product Galleries – The product says it all, showcase it • Blogs & Social Media – Use blogs and social media
images where images tell the brand story • User Generated Content – Consumers are playing the
role of brand ambassadors and sharing brand images
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Premium Publishers • Reaching 92% of the online population • Representing 86% of Mobile Users • 52% Male – 48% Female
• 69% with Children in Home • 85% earning $100K+
Quality Traffic:
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Product Email
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Our Database
• Our email database consist of information obtained through opt-in online surveys, e-subscriptions, e-registrations and our extensive network of permission-based websites.
• Any data obtained is put through a hygiene process for verification, allowing us to validate the email addresses.
• Our team is diligent with maintaining and updating our unsubscribe lists. We have a quality assurance process in our emailing team that verifies that all broadcasts are can-spam compliant.
• Every record received also has the opt-in date, IP and source for compliance purposes. Our teams follow the best data security practices to ensure all of our compliance steps are followed and there are no breaches.
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Our Data Quality
• Roughly 1.5 million fresh pieces of data per month are “scrubbed” to ensure quality and deliverability, making our database one of the largest and most “hygienic” available.
• Our database has more than 140 million consumer and business emails, time stamped with URLs to verify recipients consent.
• Securely deliver your message to specific consumers using hundreds of targeting options.
• Reach national, regional and/ or local audiences at cost effective rates.
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I M P R E S S I O N S C P M C O S T
50,000 – 250,000 Impressions $15 CPM $750
250,001 – 400,000 Impressions $13 CPM $3,250
400,001 – 500,000 Impressions $11 CPM $4,400
400,001 – 500,000 Impressions $10 CPM $5,000
<750,001 Impressions $9 CPM $6,750
Rate Card
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Product Search
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Process and Strategy Overview
01 Campaign Structure and Industry Best Practices
02 Competitor Analysis and Competitor Conquesting
03 Rigorous Keyword Analysis and Optimization
04 Professional Ad Development and Optimization
05 Bid and Budget Management Strategy
06 Campaign Optimization Strategy
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D e d i c a t e d t e a m o f A d W o r d s a n d B i n g c e r t i f i e d p r o f e s s i o n a l s
Every client at our company is assigned a dedicated campaign management team of
experienced and certified professionals.
C o n v e r s i o n t r a c k i n g a n d R O I f o c u s e d
PPC campaigns are powerful because they are able to track conversions and track ROI. We
track all applicable conversions through a Universal Pixel.
Dedicated Campaign Management Team
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Product Organic SEO
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Organic SEO
S TA N D A R D P R O F E S S I O N A L E N T E R P R I S E
We have 3 tiers of service for Organic SEO:
Additional Organic services: Additional Content Marketing, Press Release Development & Distribution, Microsite Development and Link Diversification
• Optimize up to 10 pages monthly
• Off-page content linking • Local based optimization • Monthly reporting
• Optimize up to 20 pages monthly
• Off-page content linking • 2 blog posts per month • Conversion tracking • Basic Ecommerce • Local + Regional optimization • Monthly reporting • Blog posts begin in month 2
• Optimize up to 30 pages monthly
• Off-site content linking • 4 blog posts per month • Conversion Tracking • Advanced Ecommerce • Penalty Recovery • Local + Regional + National
optimization • Monthly Reporting • Blog posts begin in month 2
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Organic SEO Process
P H A S E 1 P H A S E 2 P H A S E 3
Build & Implementation Gain access to your site & analytics • Run a baseline report on existing • Evaluate and clean up meta data
Research online presence • Perform keyword research based
on search trends in Google, Yahoo & Bing
• Complete technical audit of your site
• Begin initial changes (e.g., fix broken links on pages)
Ensure tools function properly • Confirm access to your site. • Set up Google Analytics goals.
Execution & Strategy Continued Optimization • Add optimized meta data • “Alt” tag to on-page images • Submit robots.txt,
sitemap.xml files • Optimize internal linking
structure Enhance layout of pages on your site. • Optimize internal linking
structure • Customize 404 Not found
pages • Content analysis &
recommendations
Adjust & Continual Improvement Strategy Weekly Reporting • Adjusting strategy against
goals in analytics • Monitor campaign
performance
Continued Performance Tracking • Monitor SEO KPI’s, Google
Alerts and optimized blog posts, where applicable.
• Evaluate site crawl errors & check site health
• Monitor backlinks Evaluate and fix any site penalty, where applicable
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RESULTS AdCellerant
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Digital Agency SMB success stories
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Digital Agency The partner opportunity realized
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With AdCellerant’s help we have added over $250K/mo in
programmatic and over $675K/mo in Agency Services
Scott Tobias, CEO Voice Media Group
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By incorporating AdCellerant’s Programmatic along with our Agency Model, we have consistently doubled
digital revenue period over period Matthew Chamberlin, National Director of Digital Brand Strategies
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Case Study: Major Print Media Company - Blend
Summary – 1st 6 months • 1,080 Proposals Presented • 23.4% Closing Rate • Avg. Deal Size = $1,200/mo (5 Mo Avg. Sale) • $800,000 in Contracted Revenue • $6,570,063 Revenue in Pipeline
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000 Total $'s in Pipeline
$0
$50,000
$100,000
$150,000
$200,000
Total Sold
$0
$500
$1,000
$1,500
$2,000
$2,500
Deal Size
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Elite / Top Level Team • Agile – Morphing to stay in front of best
practices, new abilities, emerging technology – in turn providing our clients with the highest level of service
• Our team integrates seamlessly with our partners operations department, the goal is to feel like we are all working on the same team
• We plan to understand and coordinate based on how you run your business. We plan to know your business as well as we know ours
• Our team will be fully knowledgeable about the newest technologies and industry trends
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What to look for in a partner • Premium inventory • Performance guarantee • A partner who provides proposals on all
sales opportunities • Free training • Fully white label • Sales support and in market 4 legged
sales calls • Sales material • Training material • Dashboard reporting, conversion tracking,
imps, clicks, view through
