1
Maak uw Programmatic Trading
een succes: Data !!
lejo duivenvoorde	

country manager
Delta Projects | Evolving technology for online advertising
We were the first ... Delta’s going European ...The 1st compan...
Sweden
3
Norway Denmark Netherlands Germany
We are where you are …
Delta Projects | Evolving technology for online advertising
What’sourmission?
We focus on finding your customers,
not a we...
Delta Projects | Evolving technology for online advertising
Delta Projects | Evolving technology for online advertising 6
Delta Projects | Evolving technology for online advertising
...
Delta Projects | Evolving technology for online advertising 7
These browsers are active on over
250 000 websites each mont...
Delta Projects | Evolving technology for online advertising
Smaato Global RTB report Q1 2014
Delta Projects | Evolving technology for online advertising 9
Data will identify your customers!
Select Target Group Analy...
Delta Projects | Evolving technology for online advertising
Third-Party Data Party	

First-Party Data Party	

 Second-Part...
Delta Projects | Evolving technology for online advertising
Delta Projects | Evolving technology for online advertising
Blue Summit RTB Report 2014
Delta Projects | Evolving technology for online advertising
Data Driven Marketing
14
d	

Twins/
Retargeting
VisitorsVisito...
Delta Projects | Evolving technology for online advertising
d	

..analyse whos visting the
site and who are actually
buyin...
Delta Projects | Evolving technology for online advertising 17
Case – Profiles/Twins
Client: Emirates
Media Agency: Starco...
Delta Projects | Evolving technology for online advertising 18
Profiles
Our profiles are built by looking at browsing
beha...
Delta Projects | Evolving technology for online advertising 19
Case - Opel
Industry - Autos
Inventory: Apps and mobile sit...
20
“This was our first programmatic branding
campaign and apart from producing impressive
results Delta Projects also prov...
Delta Projects | Evolving technology for online advertising 21
1 2
Implement tracking at
the website..
… categorize & trac...
Delta Projects | Evolving technology for online advertising
Delta Projects | Evolving technology for online advertising
Media Channels
23
Display Video
Your Ad
Mobile
Your Ad
TV/Radi...
Delta Projects | Evolving technology for online advertising 24
Display
Don’t forget that you can always handpick your medi...
Delta Projects | Evolving technology for online advertising
Mobile
Retargeting
Profiles - Reach your audience!
Twins - Ide...
Delta Projects | Evolving technology for online advertising 26
Video
Content/Profile/Tgt-based Advertising
In –video targe...
Delta Projects | Evolving technology for online advertising
IAB report on Programmatic trading The Netherlands 2012 – 2013...
“Independent studies have shown there’s anywhere from a 20% to
40% churn if you have different DSP and DMP vendor,” he sai...
Delta Projects | Evolving technology for online advertising
Hope to see you
again soon!
lejo.duivenvoorde@deltaprojects.co...
Digital Marketing Live! 2014 - Delta Projects - Lejo Duivenvoorde
Digital Marketing Live! 2014 - Delta Projects - Lejo Duivenvoorde
Upcoming SlideShare
Loading in …5
×

Digital Marketing Live! 2014 - Delta Projects - Lejo Duivenvoorde

1,113 views
982 views

Published on

MAAK VAN PROGRAMMATIC TRADING EEN SUCCES: DATA!

Hoe bereik je, ook in RTB, dat je doelgroep op het juiste tijdstip en de juiste plek en wijze wordt aangesproken? Een geïntegreerd Data Management Platform (DMP) verzamelt de benodigde data, ook van interne- en externe bronnen, en maakt deze bruikbaar in jouw RTB omgeving (DSP). Hoe werkt dit? Wat is de kracht van 26 profiel categorieën, retargeting en look-a-like targeting? Wat biedt een DMP m.b.t. KPI voorspellingen, analytics en (cross-platform) optimalisatie? Lejo licht dit toe met cases van o.a. Ikea, Emirates, Opel en Redcoon.

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,113
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Digital Marketing Live! 2014 - Delta Projects - Lejo Duivenvoorde

  1. 1. 1 Maak uw Programmatic Trading een succes: Data !! lejo duivenvoorde country manager
  2. 2. Delta Projects | Evolving technology for online advertising We were the first ... Delta’s going European ...The 1st company in Sweden to execute a Retargeting Campaign 2006 The 1st DSP&DMP in the Nordics 2011 Currently the largest RTB buyer in the Nordics 2013 1st BehavioralTargeting and Retargeting Technology in Sweden 2008 Brings the 1st AdServer to the Swedish market 2002 Founded in 2002 Delta Projects was founded in Stockholm by John Lilja. John is still the driving force of the company. He is head of development and a true visionary. The entire company is permeated with his drive to find the best way to utilize the full potentional of Internet and to create relevance to both advertisers and readers.
  3. 3. Sweden 3 Norway Denmark Netherlands Germany We are where you are …
  4. 4. Delta Projects | Evolving technology for online advertising What’sourmission? We focus on finding your customers, not a website they might visit. It’s about connecting the Advertiser with the right User. Better campaigns for the Advertiser, relevant content for the User.
  5. 5. Delta Projects | Evolving technology for online advertising
  6. 6. Delta Projects | Evolving technology for online advertising 6 Delta Projects | Evolving technology for online advertising There are millions of browsers out there!
  7. 7. Delta Projects | Evolving technology for online advertising 7 These browsers are active on over 250 000 websites each month!
  8. 8. Delta Projects | Evolving technology for online advertising Smaato Global RTB report Q1 2014
  9. 9. Delta Projects | Evolving technology for online advertising 9 Data will identify your customers! Select Target Group Analysis Execution Set buying strategy Premium Brand Safe White list Delivery Frequency Optimization Time/ day Retargeting Profiles/ Twins Demographics Location based Display Mobile Video Who? How? Where? Open
  10. 10. Delta Projects | Evolving technology for online advertising Third-Party Data Party First-Party Data Party Second-Party Data Party
  11. 11. Delta Projects | Evolving technology for online advertising
  12. 12. Delta Projects | Evolving technology for online advertising Blue Summit RTB Report 2014
  13. 13. Delta Projects | Evolving technology for online advertising Data Driven Marketing 14 d Twins/ Retargeting VisitorsVisitors BuyersBuyers Profiles Analytics Event-driven
  14. 14. Delta Projects | Evolving technology for online advertising d ..analyse whos visting the site and who are actually buying... Start tracking the traffic on the website... Twins/Retargeting VisitorsVisitors The ones who’re buying your products ..advertise towards other surfers who display the same behaviour... 1 2 3 Don’t forget to add retargeting in your video pre-roll campaigns !! Dynamic creatives/ (optimize your offering) Control your frequencies over different sites and media
  15. 15. Delta Projects | Evolving technology for online advertising 17 Case – Profiles/Twins Client: Emirates Media Agency: Starcom Campaign type: Profiles/Twins Market: Denmark Campaign period: 4 weeks Main objectives: Branding Since Deltaprojects both had the best audience measurement score and cost measurement score, it comes out with the best total score. TOTAL ONLINE PERFORMANCE SCORE - MEDIA The client wanted to compare the branding effect between Delta Projects and two other media investments (1 site and 1 ad network). The metrics used where: Cost measurement score •  Cost per inscreen •  Cost per click •  Cost per interaction Audience measurement score •  Share of audiance score •  Affinity score The total campaign was then evaluated on a combination of the cost and audience measurement score. Network Site X
  16. 16. Delta Projects | Evolving technology for online advertising 18 Profiles Our profiles are built by looking at browsing behavior on over 28 000 webistes that have been manully catagorized into 238 content categories. This is the basis for our 25 behavior profiles. No one else can match that! Our 25 profile categories Arts & Entertainment Autos & Vehicles Beauty & Fitness Books & Literature Business Games Health Hobbies & Leisure Home & Garden Internet & Telecom Jobs & Education Law & Government News OnlineCommunities People & Society Pets & Animals RealEstate Reference Science Shopping Sports Travel Pets & Animals No one else can match that! With our profiles you can reach people interested in sports all over the Internet!!
  17. 17. Delta Projects | Evolving technology for online advertising 19 Case - Opel Industry - Autos Inventory: Apps and mobile sites Campaign goal: eCPC € 0,25 Result: eCPC € 0,20 CTR: 0,32 % Reach: 3119157 Client: Opel Media Agency: Aegis Campaign type: Profiles Market: Holland Campaign period: 4 weeks Main objectives: Response Creatives
  18. 18. 20 “This was our first programmatic branding campaign and apart from producing impressive results Delta Projects also provided a very good service with many valuable insights during the whole campaign period“ Michael Paluszkiewicz, Unitleiter Media, redblue Marketing Agency: redblue Marketing Client: redcoon Market: Germany Campaign: Display, large formats Goal: Branding & Awareness Tactic: Delta’s Profile, Agof-Sitepool, PMP Period: November 2013 Solution: Result: • over 4,2 million Unique User • over 5,4 million Impression • average clickrate of 0,23 % • average CPM of 2,34 € 4,2Mio Unique User 0,23€ CTR targeting user in high responsive and brand safe inventory and control frequency and price for the optimal effect
  19. 19. Delta Projects | Evolving technology for online advertising 21 1 2 Implement tracking at the website.. … categorize & track them… ...collect your visitors and customers... Analytics 3 …optimize your campaign! 4
  20. 20. Delta Projects | Evolving technology for online advertising
  21. 21. Delta Projects | Evolving technology for online advertising Media Channels 23 Display Video Your Ad Mobile Your Ad TV/Radio/ OOH/Print
  22. 22. Delta Projects | Evolving technology for online advertising 24 Display Don’t forget that you can always handpick your media!!Don’t forget that you can always handpick your media!! Retargeting Profiles - Reach your audience! Twins - Identify your target customers! Control frequency and eliminate waste Display Premium Brand Safe White List ca 100 Websites ca 200 Websites over 10 000 Websites White listed inventory a variety of national and international websites with comercial and non comercial content. Big formats on large local publishers with high Brand Value National and international sites with high reach. Open over 1 million Websites All inventory available through all media channels. Dynamic ads based on data/profile
  23. 23. Delta Projects | Evolving technology for online advertising Mobile Retargeting Profiles - Reach your audience! Twins - Identify your target customers! Control frequency and eliminate waste Your Ad Your Ad 30% of online traffic comes from mobile devices! Targeting based on APP profiling
  24. 24. Delta Projects | Evolving technology for online advertising 26 Video Content/Profile/Tgt-based Advertising In –video targeted advertising Twins/Retargeting/Profiles ! Control frequency and eliminate waste Online video is rapidly replacing TV as the #1 channel for moving content! Online video is rapidly replacing TV as the #1 channel for moving content ! Personalized Content !!
  25. 25. Delta Projects | Evolving technology for online advertising IAB report on Programmatic trading The Netherlands 2012 – 2013 let’s get started !!!
  26. 26. “Independent studies have shown there’s anywhere from a 20% to 40% churn if you have different DSP and DMP vendor,” he said. Demas also pointed out having a separate DMP and DSP provider keeps clients from collecting any information in advertising bids they lost. Bill Demas, Turn on January 23,2014 @ The Great DMP Debate http://www.adexchanger.com/data-exchanges/the-great-dmp-debate/ please integrate your DMP and DSP, because..
  27. 27. Delta Projects | Evolving technology for online advertising Hope to see you again soon! lejo.duivenvoorde@deltaprojects.com +31-(0)654626850

×