Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

IAB RTB Conference 2013

No description
by

Bobby Oates

on 21 June 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of IAB RTB Conference 2013

Online Fraud
IAB RTB Conference
Online Fraud
18 different forms of online fraud
most common - banner, conversion, and click
Impact 5-25% of impressions on a buy
Solutions
Real time reporting
Algorithms
Know bots and spider lists
Evolution of automated media buying
What's missing?
Greater access to more premium inventory
Greater guarantees
More access to channels and sites
Greater access to publisher data
Limited access on certain devices
New ad formats
Evolution of automated media buying
"Programmatic" - adding automation to the buying process
It's growing!
Easy access to large scale inventory
Greater audience targeting
Increased efficiencies
An audience with

G
o
o
g
l
e
Programmatic buying - what the future looks like
67% own a smartphone, 69% have researched a product/service from their phone
Internet - two way conversation with the connected consumer
20 years later - 50% of online advertising works
An audience with

G
o
o
g
l
e
"Know where to find the information and how to use it" - Albert Einstein
Planning/buying model is changing
Traditional - old
Audience approach - new
Audience signals - indicators of consumer
Who they are and what they like
An audience with

G
o
o
g
l
e
1 - Collect audience signals
2 - Learn about audience segment
3 - Begin to engage with audience in a programmatic way
Uncovering the real promise of RTB
First RTB buy was a failure as they delivered an industry average CTR of 0.07%
Who was their RTB audience?
Have to go back to Marketing 101
The more you know, the easier they are to find
Worked for more qualified leads
Increased the CTR by 53%
Uncovering the real promise of RTB
Consumers conduct searches through Yellowpages - denotes intent and locations
Cookies dropped on desktop identifying audience intent - telling the story of who you are
Mapped back to 955 data segments - representing interests and intent in specific behavior patterns
Further reduced to Mediative's 24 audience tribes
Uncovering the real promise of RTB
RTB on mobile - where are you?
Wallmart - using latitude and longitude to serve impressions
10K zone around each Wallmart - five stores total
Again industry average CTR - not good, again back to Marketing 101
Uncovering the real promise of RTB
Location matters, environment matters, time matters!
Hyper-targeting using Mediative's audience tribes
Created lifestyle zones instead of geo-zones
Increased CTR to 1.10% - Wallmart happy
Uncovering the real promise of RTB
RTB is still an open space for all to play in
Only a tool, still need strategies and targeting
The right impression to the right consumer at the right time and place
Fu
l
l
Tr
ansparen
c
y
- Sto
r
i
e
s
fr
o
m
t
h
e
Fro
n
t
Li
n
e
24 billion imps/month
200 bidders connected through CPAX
Revenue growing...CPM is increasing
5% of banner advertising driven by programmatic
12% by 2016
100% premium inventory
Fu
l
l
Tr
ansparen
c
y
- Sto
r
i
e
s
fr
o
m
t
h
e
Fro
n
t
Li
n
e
Issues with RTB
Verification services
DSP rate issues
Campaigns optimized differently depending on what DSP is used
Direct deals difficult to manage
Fu
l
l
Tr
ansparen
c
y
- Sto
r
i
e
s
fr
o
m
t
h
e
Fro
n
t
Li
n
e
Solutions
More consistent pricing per channel based on analysis of bid rates
Less domains to target and manage
Support verification services
Collaboration with DSPs
Publisher direct options
Finding Balance
Pace of change accelerated
Took autos 120 years to achieve what internet did in 20 years
Programmatic will soon deliver all of our digital needs
Get used to it! As technology will only increase
Finding Balance
Opportunity to take data from RTB and use it across all areas of media from print to broadcast
Unfortunately data isn't greatly available
Need more data for programmatic buying in order to maximize use
Agency Panel: RTB from a Media Buying Context
Comments
Trading desks have to be totally transparent
Clients need to understand ROI from RTB
Value of the transaction outweighs the cost...ok to look at CPMs and CPCs but...
RTB is the race to the bottom for price
Canada is behind the 8 ball in terms of data collection - not a lot out there
Agency Panel: RTB from a Media Buying Context
Concerns
Is having an agency trading desk a sound investment?
Is RTB the right tool?
What role does the data play?
Is there a more efficient model?
Can we be transparent enough?
Thanks Team!
Full transcript