Online display and mobile trends

Online Display Landscape & Mobile Trends

Created by:

Mike Dolan

e-storm international

March, 2013

2 ® 1998 - 2013 e-storm international

Agenda

• Introduction: A Brief History of Display• Today’s Display Landscape• Mobile Trends• Questions?


A BRIEF HISTORY OF DISPLAY


Where it All Started

October 27, 1994

HotWired, now Wired.com, launched the first web banner ad. This is actually an ad for AT&T!


Publisher Direct Buys: No Mystery Here

PublisherAdvertiser/Agency

$$$

Inventory

• Inventory sold on a flat cost-per-thousand (CPM) impression basis


The Rise of Ad Networks

• As Web sites became more abundant and robust, publishers created more pages/impressions than they could sell on their own

• Resulted in millions of unsold impressions• By the late 1990s Ad Networks had stepped in, bought remnant inventory,

then bundled and sold to advertisers at lower CPMs


Display in Decline

• By 2005, advertisers had shifted a large portion of their digital budgets to paid search because it was:• More Efficient • Transparent• Controllable – Bid on the

keywords you choose• Easier to measure ROI

• Hundreds of ad networks selling remnant inventory – who to choose?

• Low visibility/control into where your ads run

• Optimization was a slow, manual process

Image Source: http://googinvestor.blogspot.com/2010/06/google-godzilla.html


TODAY’S LANDSCAPE


Internet Usage Continues to Grow

Source: http://www.kpcb.com/insights/2012-internet-trends-update


A Complicated Ecosystem

Source: http://www.lumapartners.com/lumascapes/display-ad-tech-lumascape/


Ad Exchanges

• Ad Exchanges are technology platforms that facilitate the buying and selling of inventory

• Sellers make their unsold inventory available on the exchange platform, provide details about content, audience and desired CPMs

• Buyers can then pick the inventory and audiences they want and bid • The winner of the bid gets the ad space at a relatively low cost


Additional Definitions• Demand-Side Platform (DSP): Aggregates inventory from multiple exchanges,

simplifies buying for agencies• Agency tells DSP their target audience and budget, DSP bids on

impressions in real-time• Goal: Reach desired audience at the highest ROI• Examples: DataXu, Turn

• Supply-Side Platform (SSP): Technology platform that enables publishers to plug into the ad exchanges, optimize selling points, automate ad sales• Goal: Sell audience to the highest bidder, maximize revenue• Examples: PubMatic, Admeld

• Data Management Platform (DMP): Buyer-side platform that allows advertisers to create target audiences based on first-party and third-party data• Takes an advertiser’s first-party audience data, compares it to third-party

data, then combines them into a single actionable data set• Goal: Create a well-defined target audience, generate high ROI• Examples: Quantcast, Bizo, BlueKai


Additional Definitions

• Behavioral Targeting: Uses cookie data collected across multiple Web sites to predict user preferences or interests and serve relevant ads to them• Assigned a random, unique ID number and then placed in a category

group, like Men 25-34 who are interested in running• Served a running shoe ad featuring a male runner

• Re-targeting: Uses cookie data to serve ads to people that have previously expressed interest in the client’s product, but have not yet converted

• Can be re-targeted across the Internet by using exchanges

• Contextual: Place ads next to relevant content based on keywords on a particular web page

• Look-Alike: DMPs gather data from an advertiser by placing pixels on the advertiser’s site. Then, they look for people across the exchanges that have similar browsing/demo behavior and serve them an ad


Test & Learn!

• Many vendors offer similar targeting options and services• A solid approach: Test new vendors/tactics along with partners that have

performed well on past campaigns• Allow vendors to run their campaigns for several weeks, then begin optimizing

within placements• If a vendor is not meeting performance goals, reallocate to better-performing

vendors or reach out to new ones


MOBILE TRENDS


A Rapidly Growing Market for Smartphones



Don’t Forget About Tablets!



Mobile Internet Traffic is Booming



Smartphone User Activities

Source: http://onlinepubs.ehclients.com/images/pdf/MMF-OPA_--_Portrait_of_Smartphone_User_--_Aug12_(Public).pdf

http://onlinepubs.ehclients.com/images/pdf/MMF-OPA_--_Portrait_of_Smartphone_User_--_Aug12_(Public).pdf




Smartphone User – Content Consumption





Mobile Display Advertising – Sample Opportunities

FB Mobile Newsfeed adsIn-App

Tablet Adhesion UnitsMobile Video


Cross-Platform Consumption





The More Screens, The Better

Source: Thinkwithgoogle.cominsights/library/infographics/multi-screen-world-infographic/


Cross-platform Re-targeting

Drawbridge, a start-up founded by a former Google information scientist, claims to be able to target users on their mobile devices based on desktop browsing activity

Have matched 200 million mobile devices back to desktops, attach an anonymous profile to both

Methodology: looks at cookie data that comes with a request from a mobile or desktop browser or app to an ad exchange, uses an algorithm to assess the probability that any two cookies from different devices are associated with the same person

Once they reach a threshold of certainty that two cookies represent the same person, they call it a match and can start re-targeting

http://vimeo.com/42367816


Questions?

Thank You!

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