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.
Transcript of "The Allstate Story: Leveraging Real Time Tech for Success"