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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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Speakers:

Richard Kosinski, SVP SALES, QUANTCAST

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

Published in: Business, Technology

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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.
  • Transcript

    • 1. Prepared By
      9/20/2011
      © 2011 Quantcast Corporation.
      All Rights Reserved. Prepared for Federated Media - Signal Chicago
      Marketing in Real Time
    • 2. d
      9/20/2011
      © 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago
      Transition in Display
      Driven by Real Time technologies
    • 3. 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
    • 4. 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
    • 5. Great Results via Quantcast Performance Lookalikes
      9/20/2011
      • Running Performance Lookalike campaigns for 2 years
      • 6. Drive efficiency & scale
      • 7. Custom Allstate model built from desired direct response
      objectives
      • “Request a Quote” confirmation page
      • 8. Source Real-Time ad impressions via Quantcast
      • 9. Performance beating CPA goal
      • 10. Downward CPA trend continues
      Beating CPA Goal by 19%!
      © 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago
    • 11. Attributes of Tomorrow’s Ad Tech Leadership
      9/20/2011
      © 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago
    • 12. 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
    • 13. 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
    • 14. 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
    • 15. 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
    • 16. MARKETING IN REAL TIME BY
      © 2011 Quantcast Corporation. All Rights Reserved. Prepared for Federated Media - Signal Chicago
      9/20/2011