BOLO2010 Portugal

Agency life then….

The media agency of the future….

Today’s Digital Ecosystem

Technology is our friend!

Embracing media technology platforms will allow you to:

• Eliminate waste and revenue leakage

• Deliver more robust plans faster

• Increase ROAS & net margin

• Deploy more resources to maintaining current relationships and winning new business

Technology choices are driven by mix of external and internal needs

1. Client goals + staffing needs should drive choice of metrics & tools

To consider:

– Brand vs. Response Metrics– Audience knowledge of client– Diversity of product set– Shopping/consideration patterns of target audience– Existing creative asset pool– Length of campaign & budget– Current staffing levels and available bandwidth (internal)– Upcoming business development initiatives (internal)

Tactics

Premium Content

Content Targeting

Audience Targeting

User Registration

Data3rd party sourced

data

Audience extension

Ad Networks

Content Targeting

Category Targeting

Contextual targeting

Audience Targeting

BT

Attitudinal

Demo

Ad Exchanges

Real Time buying

3rd Party Data

Branded Data

Video

Branded Content UGC

Upfront

Real Time Buying

Mobile

App

WAP

Real Time Buying

Rich Media

Interactive Units

Dynamic Optimization

The campaign deployment decision tree….

Contextual/Semantic Targeting

Multiple flavors:

1. Page level

2. In-line/In-context

3. Semantic (inferred)

Contextual Targeting

1. Scalable – leverage ALL the content relevant to your brand across thousands of sites.

2. Customizability: select from robust lists of pre-determined keyword groups or develop custom context campaigns

3. Inline/In-text offers search-type experience embedded into relevant copy

4. Overlaps with search: extend installed search knowledge base into display easily

1. Brand protection – ads go with content, regardless of where the content may reside

2. Varied performance3. Inline/In-text can create negative

user experiences4. Challenges with optimization

Strengths Weaknesses

Flavors of Audience Targeting

1. Retargeting

2. Demographic Targeting

3. Behavioral Targeting (broad match)

4. Custom Audience Segment Targeting (ultra-targeted)

Retargeting Works. Period.

• Retargeting is a proven, bottm-of-the-funnel conversion driver. – All ad networks can power retargeting solutions. – Some firms specialize in retargeting by tapping

into ad exchanges for scale in cookie ID and data exchanges for additional filtering. These firms include:

• Fetchback• Dotomi• Permuto

An example of how it works…Audience cookied on

landing page

Ad network selected to reach audience at scale

Ad network may buy additional data from data exchange,

appends to cookies

Ad network targets cookies across networks, possibly adding additional filters

So what is search retargeting?

• Only three providers in the world can do actual search retargeting: Google, Yahoo, Microsoft.

• However, other firms can leverage vast data & cookie pools to see the keyword data behind converters, then model that against look-alike audience pools, and then target ads against those audiences with similar search history. Providers include:– Chango– Clearspring– Magnetik

But what about their friends?

• Social Graph Targeting allows for marketers to leverage brand influencers who likely share common interests across their network of friends (aka the social graph).

• By identifying friends of friends and content/media sharing patterns, advertisers can create almost “viral” messaging within distinct social groups.

• Providers include:– 33Across– Media6Degrees – Lijit

The Future of Audience Targeting

Audience Buying is the new black…

Know the future…and the future is 3 letters: RTB

RTB = Real Time Bidding• Real Time Bidding is auction-based bidding against vast cookie

pools. • The underlying cookies are targeted on publisher sites, which

are aggregated by ad networks, which are aggregated by exchanges, which are then bid into by RTB systems.

• Data exchanges are leveraged by the ad networks & exchanges to allow for custom data sets to appended to cookies for ultra-niche targeting

Data Exchanges

How they work: javascript tags are often hard-coded on publisher sites. Tags look at content, URL string, meta data, and apply categorization to page based on taxonomy. Those underlying content categorizations are appended to the cookie. Additional categorizations, over specific periods of time, are then added to create psychographic/intent profiles by cookie. Those cookies are then loaded into a buying exchange to allow networks/publishers/exchange operators to increase value-per-user/impression by targeting to this segment & micro-segment data. Offline data vendors (Datran, TargusInfo, Experian, etc.) also make their data available for additional granularity & targeting.

The players:

1. Blue Kai

2. Exelate

3. Brilig

4. AlmondNet

5. Bizo

RTB Strengths & Weaknesses

• Ultra-efficient campaign deployment

• Huge scale• Maximize ROAS, minimize

TAC• Niche data sets• On-the-fly optimization• Strong service layer

• Minimal brand control• Reliant on black boxes• Challenge in matching creative with audience (if

using multiple discrete data points)

• Potential for massive regulations

Strengths Weaknesses

Providers Include

• AppNexus• Turn• DataXu• X+1• MediaMath• Google/Invite• Collective• Lucid Media• Adify• Adsdaq

• Efficient Frontier• Adap.tv• Brandscreen• Legolas• Triggit• XA.net• Pubmatic• Rubicon• Admeld• Adbuyer.com

How the campaign flows

Audience is cookied on landing page

RTB selected to reach audience at scale

RTB buys additional data from data exchange, appends to

cookies

RTB begins auction against targeted cookiesidentifying

cookies across multiple OTHER ad networks and

exchanges.

Real Time Bidding platform sees billions of requests per

day, serves when auction is won

Ad serves on publisher site, targeted to cookie

How the ad serving looks….

Andrew Frank, Gartner Research

Audience Targeting Strengths

1. Retargeting is proven to create increased brand recall, awareness, as well as improve campaign performance.

2. Social graph & social retargeting proving effective

3. Demo targeting can match offline audience knowledge to online audience set for more refined targeting.

4. BT is an effective driver of brand lift.

5. Custom targeting presents opportunity for holy grail:

Right User

Right Place/Time

Right Price

Audience Targeting Weakness

1. Little brand protection – buying the people, not the page.

2. Numerous potential failure points.

3. Still unknown performance lift – ROAS likely improved due to auction based buying, but only if bid is optimized against full data set (view actions, latent impact)

4. No publisher leverage or downward pricing pressure via tonnage.

Your display media operating plan

It’s all about….

Optimize, Optimize, Optimize

Landing Page

Creative

Media Placements

Audience Targets

Price

Break down the silos: look towards media management platforms

• Many of these systems include planning, RFP distribution, buying systems, analytics platforms, and billing tools. Some are digital-only, some are cross-media.

• SEM bid management vendors provide efficient search budget deployment, and are worth testing multiple providers as each has proprietary algorithms that impact ROI.

• Providers include: – Donovan– Mediabank– DoubleClick– MediaMind– TRAFFIQ– Transis

• Marin• Kenshoo• Clickable• Click Equations

Independent Campaign Data Providers

• Quantcast (audience)• Google (audience,conversion)• Nielsen (audience, reach, cross-channel conversion data, offline

sales)• comScore (audience, reach, cross-channel conversion data, offline

sales)• Ad servers (some reach, conversion data)• Omniture (audience, reach, cross-channel conversion data, offline

sales)• Webtrends (site-level data, source data)• Core Metrics (audience, reach, cross-channel conversion data,

offline sales)• Datran Media (audience, reach)• Tagman (conversion attribution)• C3 Metrics (conversion attribution)

Brand CAN be measured too!

Offline brand measures (loyalty, affinity, awareness, purchase intent) can be measured online. Tools are available to help (usually priced on a CPM or flat fee basis), and are usually panel/survey based. Providers include:

• Vizu• comScore• Nielsen• Facebook• Dynamic Logic• Insight Express

New rich media platforms

Leveraging new rich media platforms can create engaging intra-ad user experiences and allow for additional points of optimization. Providers include:

• Pointroll• Unicast• Eyeblaster• Oggi Finoggi• Spongecell• Innovid

Creative Optimizers

Tools exist that can dynamically match creative with your audience, based on geography, performance, and even audience attributes:• Dapper• Teracent• Tumri• Adroit• Dotomi• AdBean• Existing RM

vendors

Video killed the radio star….

• Pre-roll, mid-roll, post-roll, overlays, in-synch…oh my!

• Video advertising is another major growth area in our industry and provides an easy entry point for advertisers accustomed to television advertising.

• Video offers the same flavors of display advertising via video ad networks (and the same risks).

Video platforms

Video ad networks include:- Tremor Media- YuMe- Brightroll- Broadband Enterprises- ScanScout- Innovid- TidalTV- SpotXChange- Adap.tv (real time video buying)- Traditional ad networks (leveraging third party ad serving platforms).

Sample Video Creatives

Trust….and Verify

• Ad verification vendors are technology layers, asked for by agencies and implemented by networks/exchanges/RTB’s, that both report on delivery goals (in-view, against targets, click fraud risks) AND police delivery if ad delivery environment does not match targeting goals. Providers include: – DoubleVerify– AdSafe– AdXpose– The Media Trust– Adometry

“Atomic” level data is the future

• Leveraging data providers to understand the attributes – both commercial and attitudinal – of target audiences, and utilizing all media outlets (RTB, ad networks, direct to publisher) with a strong verification system is the blueprint for the future.

Putting it all togetherPlanning Tools: Audience data and sources, understand reach & frequency

RFP Tools: Efficient solicitation of MORE targeting options

Upfront Media Buys: Leverage tonnage to buy into premium audiences, establish brand equity through custom video

In-Flight Data: Understand which audiences are responding by analyzing audience composition during the flight

Dynamic Creative: Begin to understand which users are responding to which offers and customize messages accordingly. Retarget: Leverage retargeting providers and RTB’s to remessage to non-converted cookies at scale, optimize creative accordingly.

Analyze: Use post-buy tools to understand conversion attribution to better allocate budget on next flight

Data

Action

Data

Reaction

Know where the value is…

Prepare for the future

• We are undergoing a MASSIVE revolution in media – this is our Industrial Revolution

• Current media buying techniques, habits, and skillsets will be obsolete in the next 5-10 years.

• Hire analysts and technologists – linking data and systems will separate good agencies from great

• Learn mobile, location-based marketing & social: the wireless world, driven by social commerce, is changing how consumers interact with each other and with brands.

About TRAFFIQTRAFFIQ is a web-based media management platform built for ad

agencies and advertisers alike. We make buying digital media easier and more efficient, letting you grow your business faster with less pain and more control.

• There are no upfront costs or hidden fees to participate in the marketplace. Sellers pay a fixed percent commission on ads sold; advertisers pay for only the cost of media.

• Today, our marketplace offers over 100 billion impressions daily from 2,000 brand name sites, premium ad networks, and quality niche publishers accounting for over 12,000 unique domains.

How I can help

• Research & Data• Contacts & Introductions

• Tips & Advice• Additional Information

Scott PortugalChief Revenue Officer, Managing Director

TRAFFIQPhone: 646-254-6558Mobile: 347-813-1951

Email: [email protected]