AdReady Webinar Making Sense of the Display Market

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Display advertising can be a daunting space, even for advanced online marketers. Display is well into its second decade of existence and has evolved extensively during that time. During this evolution it has become more effective and accessible—but it’s also gotten more complex. This webinar is a straightforward guide to what’s happening in the display advertising industry and what it means to marketers like you.

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AdReady Webinar Making Sense of the Display Market

  1. 1. Matt Carr, AdReadyTwitter: @AdReady, #AdReadyWebinar
  2. 2. REMEMBER WHEN… You sent a tape to a TV station by Bike Messenger? And then went to lunch. © 2011 AdReady, Inc. Confidential 2
  3. 3. TODAY… You analyze ROI, breaking it out by segment and keyword… And work through lunch. © 2011 AdReady, Inc. Confidential 3
  4. 4. THE OPPORTUNITY GAP… …makes missing lunch worthwhile. © 2011 AdReady, Inc. Confidential 4
  5. 5. A BIT ABOUT ME… • SVP of Product and Business Development at AdReady • 10+ Years in Online Advertising Industry • GM of Display Advertising at MSFT • Ukulele Champ? • mcarr@adready.com © 2011 AdReady, Inc. Confidential 5
  6. 6. WHAT WE’LL COVER… History of Display industry Understand It Who does what on the buy-side Diversify your marketing portfolio Be Display Smart Know and control your display levers Remember marketing fundamentals Ask the right questions Follow Through Find the right partner AdReady’s view © 2011 AdReady, Inc. Confidential 6
  7. 7. © 2011 AdReady, Inc. Confidential 7
  8. 8. HERE’S ONE WAY TO LOOK AT IT… © 2011 AdReady, Inc. Confidential 8
  9. 9. HERE’S A SIMPLER WAY… Message Medium Customer © 2011 AdReady, Inc. Confidential 9
  10. 10. SO…How did we get from this… Message Medium Customer …to this? © 2011 AdReady, Inc. Confidential 10
  11. 11. 1994 – 2001Advertisers bought ad space directly from publishers Advertisers Publishers A P A P A P A P A P Challenge: No Scale © 2011 AdReady, Inc. Confidential 11
  12. 12. 2001 – PRESENTRise of ‘Ad Networks’ to consolidate unsold inventory Advertisers Publishers A P A P Ad Networks A P A P A P Benefit: Scale & ROI Challenge: Still Not Automated © 2011 AdReady, Inc. Confidential 12
  13. 13. 2006 – PRESENTRise of ‘Ad Exchanges’ to consolidate Networks and improve efficiency Advertisers Publishers Exchanges A P A Ad P Networks A P A Ad Networks P A P Benefit: True Scale & RTB Challenge: Still Many Integrations © 2011 AdReady, Inc. Confidential 13
  14. 14. NOW THAT’S COMPLICATED.How do we get from this… …back to this? Message Mechanism Customer © 2011 AdReady, Inc. Confidential 14
  15. 15. 2009 – PRESENT Rise of ‘buy-side tools’ to connect buy-side to ecosystem Advertisers Publishers Exchanges A P A Exchanges P Buy-Side Tools A P A Ad Networks P A P Benefit: True Automated Buying Challenge: Still Many Options © 2011 AdReady, Inc. Confidential 15
  16. 16. WHAT ARE THESE BUY-SIDE TOOLS? Many options, many differences, many categories Connect buyer to multiple inventory DSPs sources via single buying tool A Creative Enable creation of multiple creative A Optimizers versions (dynamically or otherwise) Buy-Side Tools A Third Party Facilitate traditional reserved, cross- Ad Servers publisher campaigns A Ad Buy inventory from pubs/others and A Networks sell at higher rates to advertisers © 2011 AdReady, Inc. Confidential 16
  17. 17. WHEW!... WHERE DOES THIS LEAVE US? More Fragmented Display Inventory Result: Platforms to Access Inventory Which Leads To: More Tools & Platforms © 2011 AdReady, Inc. Confidential 17
  18. 18. 3 CORE PRINCIPLESOF GREAT DISPLAY CAMPAIGNS 1. Diversify to Amplify 2. Understand your Levers 3. Remember Fundamentals © 2011 AdReady, Inc. Confidential 19
  19. 19. Diversify to Amplify 1. DIVERSIFYING YOUR MARKETING PORTFOLIO To grow your overall marketing effectiveness, you need to constantly diversify your overall portfolio mix Return on Ad Spend and Television Reach Radio Print Time© 2011 AdReady, Inc. Confidential 20
  20. 20. Diversify to Amplify 1. DIVERSIFYING YOUR MARKETING PORTFOLIO To grow your overall marketing effectiveness, you need to constantly diversify your overall portfolio mix Social… etc. Display 1. Multiple Display Marketplaces Return on Ad 2. Fragmented Display Audiences Spend Search and Television Reach Radio Print Time© 2011 AdReady, Inc. Confidential 21
  21. 21. WHY DIVERSIFY?MULTIPLE DISPLAY MARKETPLACES Advertisers 1. Buy through Publishers Exchanges Exchanges A P A Exchanges P Buy-Side Tool A P Ad A 2. Buy through Networks P Ad Networks A P 3. Buy directly from publishers © 2011 AdReady, Inc. Confidential 22
  22. 22. WHY DIVERSIFY?FRAGMENTATION IN THE INTERNET © 2011 AdReady, Inc. Confidential 23
  23. 23. Understand your Levers 2. VOLUME VS. PERFORMANCE Volume Performance (AKA ‘Delivery’) (AKA ‘eCPX’)What to remember buying from marketplaces… Your ‘Bid,’ or rate you will pay, is your primary lever Ideal bid should balance delivery (volume) vs. performance There is an ‘efficient frontier’ beyond which increasing bid is not advisable Yet most advertisers over-state their bid to ensure delivery at beginning© 2011 AdReady, Inc. Confidential 24
  24. 24. EFFICIENT FRONTIER FOR DELIVERY © 2011 AdReady, Inc. Confidential 25
  25. 25. TARGETING LEVERS Increased targeting leads to increased performance… but reduced volume © 2011 AdReady, Inc. Confidential 26
  26. 26. ONE EXAMPLE OF AN INTEGRATED PLAN Great return, but limited reach Higher cost, but qualified! Great feeder to drive traffic to site for Retargeting © 2011 AdReady, Inc. Confidential 27
  27. 27. A SMART MARKETER + A SMART TOOL Smart Optimization = Smart Media Planning + Smart Tools Smart Tools collect and process historical data to provide the most accurate bid for the requested targets. © 2011 AdReady, Inc. Confidential 28
  28. 28. USE “BIG COMPUTING” TO YOUR ADVANTAGE Today’s unique technology convergence COMMODITIZED INTELLIGENT COMPUTING ALGORITHMS POWER © 2011 AdReady, Inc. Confidential 29
  29. 29. MAKING DATA WORK FOR YOUCUSTOMER-FOCUSED APPROACH BENEFITS• Technology in background • Eliminate guess work• Algorithms lead to • Eliminate long trial & recommended actions error cycles• All campaigns across all • Faster on-boarding publishers © 2011 AdReady, Inc. Confidential 30
  30. 30. REMEMBER THE FUNDAMENTALS 3. The first thing you learned in marketing is still true…© 2011 AdReady, Inc. Confidential 31
  31. 31. KNOW YOUR CUSTOMER © 2011 AdReady, Inc. Confidential 32
  32. 32. KNOW YOUR CUSTOMER INTRODUCING THE OLD SPICE GUY © 2011 AdReady, Inc. Confidential
  33. 33. KNOW YOUR CUSTOMER HUGE RESULTS: • Old Spice rose to #1 spot in category in U.S. • #1 All-Time Most Viewed Brand Channel on YouTube 6 MILLION HITS IN 1 DAY 4.8 M 4.4 M 3M© 2011 AdReady, Inc. Confidential 34
  34. 34. USE THE “WHEEL OF DISPLAY” © 2011 AdReady, Inc. Confidential 35
  35. 35. © 2011 AdReady, Inc. Confidential 36
  36. 36. Do I have a deep enough understanding of my customer? Are my success metrics well defined? Do I have an easy to use tool that lets me access all the inventory sources in an easy way? Am I spending too much on manually generating creative? Am I constantly working on my campaigns to optimize? Or do I need some help?© 2011 AdReady, Inc. Confidential 37
  37. 37. Will your technology address all my display needs? What kind of support and service do you provide? Do your existing customers have similar needs as me? How long/hard is it to get up and going? How do you get paid?© 2011 AdReady, Inc. Confidential 38
  38. 38. You don’t have to be big to be great You don’t have to go small to be nimble You don’t have to spend a lot of money to make money You don’t have to ‘staff-up’ or devote huge dollars to train an online ad pro You don’t have to figure out online advertising on your own© 2011 AdReady, Inc. Confidential 39
  39. 39. Learn more at www.adready.com/resources come talk to us at…© 2011 AdReady, Inc. Confidential 40
  40. 40. mcarr@adready.com marketing@adready.com© 2011 AdReady, Inc. Confidential 41

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