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5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014
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5 Tips for Data-Driven Display advertising - Real Time Bidding Forum 2014

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Piet-Hein Kerkhof - Criteo

Piet-Hein Kerkhof - Criteo

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  • http://i.istockimg.com/file_thumbview_approve/19280346/1/stock-photo-19280346-binary-code.jpgWhat our respondent said: Technology did not reduce the need for staff, far from it. A CEO at a leading US DSP said, “Staff are still essential for strategic planning. Complexity reduces the ability to plan, and we have to be responsive and innovative to stay ahead. We assume that technology will change the problems we face, not solve them.”>However, they also pointed out that technology changes the what talents are needed to keep the machine running.New figure: the Data analyst.Data analysts have become to CMOswhatfinancialcontrollersis to CFOsAs explained by one VP of business development at a US DSP, the key challenge is finding people who understand the “science” and the “art” needed for successful marketing: “One of the key challenges is finding enough people who understand math and technology, but also understand media. We’re less interested in psychology majors now and more interested in the people who breathe data and analytics across the company”
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    • 1. 5 TIPS FOR DATA-DRIVEN ADVERTISING MAKING DATA-DRIVEN ADVERTISING WORK FOR YOUR BRAND
    • 2. CRITEO IN FIGURES Copyright © 2013 Criteo EMPLOYEES 700+ CONTINENTS 4 COUNTRIES 30+ CLIENTS 4,000+PUBLISHERS 6,000+ 2
    • 3. 3 CRITEO BACKSTAGE A TECH COMPANY ENGINE ALGORITHM PREDICTION & RECOMMENDATIONS AUTOMATIC BUYING ADVERTISERS & PUBLISHERS ALGORITHM TRANSPOSITION / BANNERS ADVERTISERS & PUBLISHERS PLATFORMS NEW PRODUCTS CO-MARKETING / CRITEO KEYWORDS / UPPER FUNNEL AND MORE TO COME… INFRASTRUCTURE & SCALABILITY 24/7 SERVICE / HADOOP TECHNOLOGY / HPC… 7 DATACENTERS SALES & BIZ DEV ACCOUNT STRATEGISTS / SALES MEDIA BUYERS BUSINESS INTELLIGENCE ADVERTISER ANALYSIS AND OPTIMIZATION REPORTING TOOLS AND METRICS INTEGRATION & SUPPORT PROJECT MANAGEMENT AND COORDINATE MAJOR CLIENT INTEGRATIONS Copyright © 2013 Criteo. Confidential.
    • 4. 2013 BREAKTHROUGH REAL-TIME ENGINE NOW OPTIMIZES ON CONVERSIONS 4Copyright © 2013 Criteo. Confidential NOW OPTIMIZED ON CONVERSIONS CPC MODEL – ONLY PAY FOR ENGAGEMENT, AWARENESS IS FREE Chooses the right products to display RECOMMENDATION ENGINE Chooses the right users / advertiser / publisher to display PREDICTION ENGINE Chooses the right look and feel for the banners BUY DARWIN ENGINE
    • 5. This presentation sums up the most actionable nuggets of wisdom from a Forrester Consulting thought leadership paper commissioned by Criteo and released in March, 2013* and from a year of keynote presentations at „Boom‟ events in New York, London, Munich, Berlin and Paris *: available at www.criteo.com/forrester MAKING DATA-DRIVEN ADVERTISING WORK FOR YOUR BRAND
    • 6. It‟s a Fact Today‟s “smart” data management techniques (aka “Big Data”) can make your online display advertising much more efficient than it‟s ever been. How it Works By injecting customer intelligence into your ad buy strategy and carefully crafting the message, you‟re much more likely to reach the right user at the right time. Oh yeah, and also at the right cost. Why You Care This approach allows your ad budget to work harder, better, faster and stronger. ! ? !
    • 7. • Avg. return on ad spend ~ Search $7.49** • AVG. RETURN ON AD SPEND ~ Criteo ** MAKE YOUR AD DOLLARS WORK… HARDER FASTER STRONGER BETTER • Regular display ads 100% • Segmented display ads 250% • SEGMENTED, PERSONALIZED DISPLAY ADS • Classical display campaigns 5-10 creatives • “SMART” DISPLAY ADS • Blink of an eye 300ms • Web search 200ms • Light around the Earth 134ms • Camera shutter speed 8ms • CRITEO GENERATES A BANNER IN REAL-TIME 6ms* 800%* $12.96 1000 creatives* Sources: *: Criteo **: Kenshoo, 2012 – Criteo, 2011
    • 8. Before you take the big leap, there are 5 things you should know… just 5: NEWBIES: BEWARE
    • 9. Use the right data, quickly and at scale. REAL-TIME IS NOT FOR THE FAINT OF HEART “We have around 750 different data processing jobs running at any time. Machine learning makes this possible.” -- VP of business development at a US DSP 1. Source: Maximizing Display Advertising’s Potential Requires A Data-Centric Approach, a Forrester study commissioned by Criteo, March, 2013 – full report available at http://www.criteo.com/forrester
    • 10. REAL-TIME IS NOT FOR THE FAINT OF HEART1. SURVIVAL TIPS Make a CTO your buddy Bet on partners with both a sufficient capacity AND a strong commitment to R&D Don‟t be shy about asking potential partners for the percentage of engineers within their total workforce
    • 11. “Big Data” doesn‟t need to be considered synonymous with “Fat Data” In fact, it shouldn't be huge, because it needs to be actionable. YOU WANT THE RIGHT DATA, NOT JUST MORE DATA2.
    • 12. YOU WANT THE RIGHT DATA, NOT JUST MORE DATA2. SURVIVAL TIPS Invest in technologies that will allow that most people in your company to crunch and visualize your data Partner with vendors who provide high-value, meaningful reporting Clean your existing in-house data aggressively so it can be used widely, both internally and externally
    • 13. 13Copyright © 2013 Criteo. Confidential. SURROUND YOURSELF WITH THE RIGHT PEOPLE2. “Data Scientist is The Sexiest Job of the 21st century” MATHMEN (THIS MEANS DATA SCIENTISTS)
    • 14. SURROUND YOURSELF WITH THE RIGHT PEOPLE2. SURVIVAL TIPS Get sophisticated about how you analyze the data Beef up your testing Run, don‟t walk 1. 2. 3. (THIS MEANS DATA SCIENTISTS)
    • 15. 15 EMBRACE YOUR DISPLAY VENDOR. LITERALLY.4. Trend we‟re seeing now is advertisers asking us to build custom data warehouses. They want to be able to unlock the value they have in their customer databases. We‟re reaching a tipping point where we are managing data on behalf of clients now; media buying is just one of the things we‟re doing. (Co-founder and COO at a European RTB platform) Source: Maximizing Display Advertising’s Potential Requires A Data-Centric Approach, a Forrester study commissioned by Criteo, March, 2013 – full report available at http://www.criteo.com/forrester
    • 16. EMBRACE YOUR DISPLAY VENDOR. LITERALLY.4. SURVIVAL TIPS Forget about “campaigns” Don‟t shy away from sharing as much data with your display vendor as possible The best ROI goes to those advertisers who stay with the same vendor for long periods of time Look beyond your comfort zone 1. 2. 3. 4.
    • 17. 17 MAKE FRIENDS WITH THE LEGAL DEPARTMENT5. Our No.1 [concern] is privacy and trust… It‟s an industry problem, not the problem of one individual company. Product Manager at a global ad exchange Source: Maximizing Display Advertising’s Potential Requires A Data-Centric Approach, a Forrester study commissioned by Criteo, March, 2013 – full report available at http://www.criteo.com/forrester
    • 18. MAKE FRIENDS WITH THE LEGAL DEPARTMENT5. SURVIVAL TIPS Involved with EU consumers? Ask your Legal team about the European Union Revised Data Protection Directive Get proof from your display targeting partners that they are compliant with any privacy laws and industry practices 1. 2.
    • 19. QUICK RECAP Wimpy? Don‟t be. Nerds? Get some. Data? Quality, not quantity. Lawyers? Yup. Vendor? Hug.
    • 20. Go and reap the rewards of data-driven advertising. Questions ?

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