The Allstate Story: Leveraging Real Time Tech for Success
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The Allstate Story: Leveraging Real Time Tech for Success

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Richard Kosinski, SVP SALES, QUANTCAST

Keary Phillips, SENIOR MANAGER, ALLSTATE INTERNET ACQUISITION PROGRAMS & DRTV

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  • The display advertising space is rapidly transitioning. Just think that about 400,000 ad impressions are being traded globally – and in real time. This number grows every day. Google and others have predicted that by 2015, over half of all online ad impressions will be traded in real time.
  • This change is being driven by real time technologies and their advancements. Over the past 10+ years we’ve moved from media bought as proxy with good scale and lots of waste. To the emergence of retargeting, with less waste, but no scale. To today and beyond where technologies will emerge that leverage holistic consumer solutison that predict the right place at the right time for the right price with even the right creative. Second Image – we’ve essentially transitioned from content as king, to be being able to find just your right audience at scale – and for brand initiatives too.
  • Richard – this is the big 4 we’ve discussed togetherLeaders of the future will have all of these in one place. Superior RTBMassive Data sets Capability to do something with those big data sets Machine learning, algo, predictive modeling and optimization in real time
  • Work with Quantcast you start by gaining deep insights into your target audiences at the demographic, geographic,siteographic and site affinity levels. Hundreds of signals go into Leverage these insights to build custom models of your target audience, and expand your reach through Quantcast Real Time Lookalike audience extension campaignsSuccess in RTB comes from superior tech that can take all that intelligence on behalf of you as the advertiser to make a decision.
  • Technology platforms and tools available for marketers have evolved but metrics to evaluate campaign performance has not kept with same pace. Clicks are usually the first resort because it’s measurable, user initiated and it indicates intent but higher CTR doesn’t always translate into higher CVR. It’s very easy for a marketer to optimize themselves out of their valuable target audience.
  • Marketers used to find ways of dealing with performance/scale trade off. Retargeting is a very commonly used tactic but it reaches users at the lower funnel stages. Retargeting relies on intent being created in the first place by additional tactics. Buyers often separate their media plans into Retargeting and Prospecting buckets then came the data augmenting companies to build media plans around “Smart Prospecting” however finding scale at desired performance goal is an ongoing challenge. Quantcast Lookalikes models deliver performance at scale. It no longer has to be either or. Marketers now can scale their campaigns without compromising performance.
  • Add: Tracking beyond the click – view through conversions…
  • The Next Steps text should be editible.

The Allstate Story: Leveraging Real Time Tech for Success The Allstate Story: Leveraging Real Time Tech for Success Presentation Transcript

  • Prepared By
    9/20/2011
    © 2011 Quantcast Corporation.
    All Rights Reserved. Prepared for Federated Media - Signal Chicago
    Marketing in Real Time
  • d
    9/20/2011
    © 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago
    Transition in Display
    Driven by Real Time technologies
  • The Real Time Opportunity
    Marketplace overview
    Not much has changed, but some solutions emerging.
    Holistic consumer solutions predict the right place and the right time.
    Retargeting.
    Less waste,
    no scale.
    Media Bought based on proxy.
    Good scale, but
    lots of waste.
    9/20/2011
    © 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago
  • Identify the right audiences for product offerings
    Deliver qualified leads effectively & efficiently
    Maintain reputational equity in a safe content environment
    Achieve good eCPA metrics
    Drive meaningful scale
    Allstate: Online Marketing Goals
    9/20/2011
    © 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago
  • Great Results via Quantcast Performance Lookalikes
    9/20/2011
    • Running Performance Lookalike campaigns for 2 years
    • Drive efficiency & scale
    • Custom Allstate model built from desired direct response
    objectives
    • “Request a Quote” confirmation page
    • Source Real-Time ad impressions via Quantcast
    • Performance beating CPA goal
    • Downward CPA trend continues
    Beating CPA Goal by 19%!
    © 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago
  • Attributes of Tomorrow’s Ad Tech Leadership
    9/20/2011
    © 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago
  • Marketing with Real Time Tech
    Hundreds of signals important for
    superior predictive modeling
    125K Real Time auctions / second
    &
    Many
    marketers simultaneously
    9/20/2011
    © 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago
  • Lessons for Performance Campaigns: Choose the Right MetricIndexed click & conversion rates per 1000 impressions
    Higher CTR doesn’t always lead to higher conversion rate
    Retargeting
    Conversion Rate (100 = Top Performer)
    Plan A
    Plan D
    Plan B
    Plan C
    Click Through Rate (100 = Top Performer)
    Click Through Rate (100 = Top Performer)
    Click Through Rate (100 = Top Performer)
    © 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago
    9/20/2011
  • What use is ROI without R?If your data is scale limited, so is your return
    Retargeting
    Revenue (100 = highest total return)
    Plan A
    Plan C
    Plan D
    Plan B
    CPA (100 = lowest cost per action)
    © 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago
    9/20/2011
  • Lessons for Marketers in a Real Time Future
    9/20/2011
    Establish & share campaign objectives and success metrics
    Tag relevant areas of your site to build effective models
    Trust the machine: Leave your offline & online assumptions at home
    Data is necessary but not sufficient. Algorithms and machine- learning are essential to manage in an RTB environment
    Creative changes lead to temporary spikes in CPAs
    Paying higher CPMs often leads to lower CPAs
    © 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago
  • MARKETING IN REAL TIME BY
    © 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago
    9/20/2011