AdReady Display Ad Ecosystem
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Jamie LomasVice President, Sales and Client Services
The Display Advertising Ecosystem:The More You Know, The More You’ll Grow
Agenda
© 2010 AdReady, Inc. Confidential 2
Playing the Display Field
An Advertiser’s Basic Choices
Ad Agencies Publishers Ad Networks Ad Exchanges Display Technology Platforms
An Advertiser’s Checklist
How to Get Started
Overview
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Online Display renaissance:
“…the display part of our business is likely to be the next billion dollar business.”
Eric Schmidt, CEO of Google
“Display Advertising Will Surge by 10.5% in 2010“ Nothing But Net 2010 Internet Sector Outlook
Overview (cont.)
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Renaissance has pros and cons for marketers Pro: More options enter the market every day Con: Ecosystem has become increasingly complex
Advertisers can hire an agency, or manage display in-house
Formats
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SWF (Shockwave Flash)Static (GIF, JPG)HTMLRich Media (Pointroll, Eyeblaster) Expandables, page takeovers
Video Pre roll, post roll, mid roll In-banner
Mobile display unitsDynamic Ad Units
An Advertiser’s Basic Choices
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Ad Agencies
Publishers
Ad Networks
Ad Exchanges
Display Technology Platforms
An Advertiser’s Basic Choices
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Questions to ask:
Should I use an advertising agency or not?
Should I buy directly from media publishers and/or through an intermediary to reach my intended audience?
If I want to buy through an intermediary, should I look to ad networks or ad exchanges?
Should I pay for technology solutions or “platforms” to help me or my agency manage my campaigns?
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Agency
What Do Advertising Agencies Provide?
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Broad spectrum of advertising services, from creative to media, strategy to tactical execution, across both offline and online media channels
Many different marketing services under one roof, streamlining costs and management, while ensuring a common, coordinated strategic underpinning to both media and creative executions
Over 85% of the total US spending on display advertising in 2007 came from the top 500 largest display advertisers, and the vast majority of these advertisers use the top digital agencies (Nielson AdRelevance)
With the advent of more streamlined ad technology platforms smaller, more regionally focused traditional agencies can now offer online display advertising (more later)
What Do Advertising Agencies Provide?
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Questions to ask:
Are my budgets large enough to ensure I’m an attractive client and will thus get great service from one of the top-tier digital agencies?
Does my agency provide both media and creative services, and if so, what are the fees for each?
Is my agency an expert in digital media and specifically online display?
Does my agency utilize best of breed technologies to cost effectively manage the logistics of my campaign, and also measure and drive effective ROI performance?
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Online Publishers
Online Publishers
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Ad space brought directly through an in-house sales force or a self-service technology, or indirectly via ad networks or ad exchanges
They often use either homegrown or commercially available ad serving/inventory management technology
Because these technologies and teams can be expensive to employ, they typically require advertisers to spend monthly minimums in the many thousands or tens of thousands to get this full service.
With the advent of more streamlined ad technology platforms smaller, more regionally focused traditional agencies can now offer online display advertising (more later)
Online Publishers
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Ad Networks
Ad networks
Focus on audiences, not sites
Remnant, “Class 2”
Transparent Networks: full details on where their ads will be placed.
Blind Networks: advertisers must relinquish control over where their ads will run.
Ad networks
Increased Targeting Capabilities to Reach Discrete Audience Segments
<< ---- Reach ---- >>
Retargeting
Brand Keyword (Display)
Competitor Keyword (Display)
Category Keyword (Display)
Channel
Site
Behavioral / Intent
Demographic
Geographic
RON
Ad networks
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Ad Exchanges
Ad exchanges
Courtesy of Right Media
Ad Exchanges
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Display Technology Platforms
Buying Platforms
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Eliminate the Friction of Online Display Advertising:
AutomatedBuying Platform
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Scalable Access to Media Sources API enabled access to leading sources of inventory
Buying Platforms
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Creative Iteration and Optimization on the Rise
• Template-based creative systems with customization intelligence
• Dynamic creative systems that generate creative on the fly• Leverage advanced targeting techniques to test creative
elements relative to placement
Images, text, and colors are all editable for rapid testing and optimization without paying excessive creative fees
Buying Platforms
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Growing Measurability and Analytics Options
Need transparency across all sources.
Buying Platforms
Reason #9
2727
© 2010 AdReady, Inc. Confidential
Annual budget:
* Testing costs include creative development and media minimums
# Creatives:
# Media Sources:
3
3
10
10
10
10
$60,000 $600,000 $6,000,000
With Automated Display TechnologyUsing Traditional Planning & Buying
Costs to Test Display Ads Are Shrinking
Testing Cost* as a % of Total Annual Display Budget
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Display Advertising Checklist
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New to display: My goals are: (brand / awareness vs. performance / DR) My yearly/quarterly budget is: My specific target audience is: I need X type of reporting to measure success: I have X current display ads already created: I have had success placing display ads through the following providers (and why): I faced challenges when placing display ads through the following providers (and why):
Experienced with display: How much of my overall display budget do I spend on testing / set up costs? Can this be optimized? Is my ROAS similar or better than my competition? Am I delivering the right messages to the right target audiences? How can I have a more targeted ( personable) conversation with my prospective clients? Can geo targeting help? How can creative costs be lowered?
Display Checklist
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