realtimebidding event switzerland - pieter slingerland
DESCRIPTION
Overview of the RTB landscape and impact this has on the current display markt. The possibilities there are to target your audience realtime, with the right message ad the right moment. Price, Message, user are needed to target realtime. Event of IAB may 2012TRANSCRIPT
Introduction
The future of Online Marketing
Display is a huge and rapidly growing opportunity
Source: Google Market Metrics data. Data for NACE 2011.
Traditional offline media including Print & Classified spend
% growth rates are YoY for 2011-2012
USA: Increase of RTB by Forrester in 2011
RTB in the Netherlands
12% increase
in Display 2011
25% = RTB
budget 2012
46% of advertisers
looking to increase
their budget for
RTB
The landscape is changing
Advertiser
Advertiser
Publisher
Publisher
Network
Media Agent
DSP SSP
DMP
2007:
2012:
RTB
Current landscape USA - Europe
- Deal with many, many
parties….
- Integration and reliability
Advertiser versus Publisher
- Are you really reaching your
audience?
- Can you re-use your data (re-
market)?
- Real time optimization?
The eco system has changed: Everyone wants to take a cut
Display will become real-time:
Price
Real-Time
Bidding
User
Data
Message
Dynamic Ads
Targeting
Real Time Bidding Price
eCPM
Target
Audience
General
Audience
Bank
Travel
Telco
Publishers
• Extend your non-premium inventory
• Network independent
• Increased relevance so decreased irritation
• Higher eCPMs
Advertisers
• The real online buying model
• Less media waste
• Increased relevancy
• Higher ROI
• Extend your non-premium inventory
• Network independent
• Increased relevance so decreased irritation
• Higher eCPMs
RTB price and effectiveness
Visitor 17 is part
of audience
group of
Advertiser
Visitor 17 is part
of the
Advertisers
audience group
Visitor 2 & 3 are
not part of the
Advertisers
audience group
Red impressies are served by RTB
Benefits: • Dynamic pricing for both advertiser and publisher
• Identify buy/sell audience groups based on visitor
• Optimization based on actual performance of a campaign
• Determining value based on impression
User:
Data = Relevance
Own Data / Data buying
Example
• Telfort with Networks
• Re use of users with other
brands in a organization
Message
Direct Marketing
communication
Get the most out of your Data
with Real time bidding
Use what you know. Location,
Time, ‘Purchase’ Intent,
Sequences / Story telling
Yield optimization: Control and insights for publisher
Premium
SSP solution
Adexchange
Adsense
Increase the CPM value with DATA
Dynamic Allocation, maximum yield for every impression!
Every impression is turnover and will be
filled
Bringing it together
• Advertiser: buy what/who you like
• Publisher: open up & earn!
• Agents: Buy audiences, no ‘flat’ reach
• Consumer gets more: increased relevance, decreased
irritation
Watch out:
• RTB doesn’t equal instant success
• Advertisers: get your data buy back!
• Publishers’ look out for data leakage!
• General “brand protection”
• Cookie regulation