Quantcast Template 2014 1 1 | Copyright 2014 Quantcast | 1 A Crash Course 16 May 2014 2 | Copyright 2014 Quantcast | Outcomes for the session You will gain an understanding of: • The evolution of advertising • What is Real Time Bidding? • The Display Advertising Ecosystem • Attribution – Our greatest challenge • Real Time Advertising in Action
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• fuelled innovation which has resulted in the growth of display advertising
Efficiency and efficacy
• away from contextually traded media to audience traded media
• media buying teams now have the tools and time to do strategic thinking and focus on client relationships
Prediction
• RTB Spend to Grow 51% Annually Through 2017 (Source: IDC Oct
2013)
What does this mean for you?
| Copyright 2013 Quantcast | Confidential
State of attribution today
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Konrad’s story
Quantcast – IAB Data 245/27/2014
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Quantcast – IAB Data 255/27/2014
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The consumer’s journey includes many touchpointsOpportunities and Challenges
Visit ConversionSearch
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Last view attribution is limiting
Visit Conversion
Multiple partners on plan “fight” to get the last touch
All upper funnel activity is missed
Search
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Challenges persist with last touch attribution
Visit Conversion
Surge in (useless) ad impressions
Prospecting value is not recognised
Multiple partners on plan “fight” to get the last touch
All upper funnel activity is missed
Search
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Attribution models overview
Last Touch
First Touch
Multi/Linear
Custom or Rule-Based
Statistical Model
Simple models Complex models
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Incorporating site visits is crucial
to measuring prospecting and for better optimisations
Visit Conversion
Retargeting pushes existing visitors to conversions
New prospects drive incremental conversions at scale
Search
Prospecting Retargeting
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Using site visits and conversions in
attribution models: Split Funnel
Visit Conversion
Last View
Before Visit
Last
View Before
Conversion
Spit Credit for Each Conversion1You Decide How to Divide Credit2
| Copyright 2013 Quantcast | Confidential
RTA in Action
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About Quantcast
The most effective advertising from the people who really get audiences
Directly measuring audiences spanning
hundreds of millions of web destinations.
Quantcast Measure
Advertising that acts on real-time
audience behaviour.
Quantcast Advertise
Knows your customer’s next move, so
you can make yours first.
Measures millions of customer
behaviours in the moment.
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Predictive Intelligence
Measures millions of customer behaviours in the moment.
Big Data
RAW INTERNET DATA ANALYSED DATA
Complete Targeting
Better converts those you’ve already encountered + finds new ones you’ve yet to meet
REAL-TIME ADVERTISING
Knows your customers’ next move
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Finding new customers for O2
| Copyright 2014 Quantcast | Confidential
ChallengeDrive new customer acquisition for its Prepay SIM product.
Quantcast SolutionUsing Big Data, Quantcast worked with Mediavest to build a
real-time audience model of O2’s best customers . We
applied the model tor target similar consumers via real-time
bidding (RTB) display advertising.
&
Prospecting Reach Rate Cost Per Acquisition
10% Below target
90%Of the targets reached were new to O2
“Quantcast exceeded our expectations. Their ability to
convert new customers in a more cost-effective way has
allowed us to achieve a healthy ROI. The post-campaign
reports gave valuable added insights, which will feed
into other aspects of our strategy going forward.”
Brian CurtinDigital Marketing Manager, O2 Ireland
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Finding New Donors Online
| Copyright 2013 Quantcast | Confidential
ChallengeIncrease the number of high-value online donations during the
crisis immediately following Typhoon Haiyan.
Quantcast SolutionWhen disaster struck, new creative was quickly deployed
across Quantcast’s live campaigns to raise awareness.
Quantcast’s custom audience profile and real-time bidding
rapidly adapted to the shifting profile of new donors,
enabling Concern Worldwide to more quickly and effectively
reach similar online consumers across the Web.
a
Which
Quantcast generated Provided aid for
400Fishing families
€85,000
Revenue
606%
ROI
At
Quantcast exceeded expectations by delivering a CPA 83% below goal. During a disaster relief campaign, their model adapted to a changing donor profile delivering a significant boost in conversions.