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AMP, DCO, RTB...Oh, My! Digital Marketing’s Alphabet Soup and ‘Winning’ in the New Media Marketplace
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AMP, DCO, RTB...Oh, My! Digital Marketing’s Alphabet Soup and ‘Winning’ in the New Media Marketplace

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You’ve heard the terms RTB, DSP, SSP, AMP, and DCO. It’s a mouthful of digital alphabet soup. But it doesn’t have to be. …

You’ve heard the terms RTB, DSP, SSP, AMP, and DCO. It’s a mouthful of digital alphabet soup. But it doesn’t have to be.

Go into the kitchen with PointRoll’s SVP of Strategy Cat Spurway-Hepler during this 30 minute webinar to get the recipe for success using the latest digital “ingredients” to find, target, and serve the best creative to your target audience.

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  • 1. AMP, DCO, RTB...Oh, My! Digital Marketing’s Alphabet Soup and ‘Winning’ in the New Media Marketplace
    Cat Spurway-HeplerSVP Strategy & Marketing, PointRollcspurway@pointroll.com
    #DigitalSoup
  • 2. Let’s get interactive…
    Ask Questions!
    Follow @PointRoll
    Tweet along! #DigitalSoup
  • 3. AMP, DCO, RTB...Oh, My! Digital Marketing’s Alphabet Soup and ‘Winning’ inthe New Media Marketplace
    What we’ll cover:
    Key Concepts and Terms to Know
    The Landscape: Putting it All Together
    Where PointRoll Fits and Early Data on Effectiveness
    #DigitalSoup
  • 4. Key Concept to New Media Models
  • 5. SUPPLY
    DEMAND
    • Ad Inventory
    • 6. Sites, Exchanges, Networks
    • 7. Display, Mobile, Video
    • 8. Standard or Rich Media
    • 9. Maximize Yield/$$
    • 10. Audience
    • 11. Advertisers/Agencies
    • 12. Digital Ad Campaigns – Display, Mobile, Video
    • 13. Automated, Targeted, Auto-Optimized
    • 14. Stronger, Cost-effective and Measurable ROI
  • SQUEEZING
    Cost Effective =
    The MOST Out of Every Impression Served
    Not...
  • 15. CHEAPMEDIA
  • 16. ‘Winning’
    = Value
  • 17. Key Terms in the New Media Marketplace
  • 18.
  • 19. RTB: Real Time Bidding
    Demographics
    Geo
    What you need to know:
    A lot like trading
    Each ad impression is sold off to the highest bidder in real-time, as a user’s browser loads an ad unit
    Ad buyers can be more selective and specific about which ad impressions they want to buy
    For publishers, the promise is higher CPMs and “Yield Optimization”
    No longer just remnant
    AND
    MORE!
    Behavior
    Interest
    #DigitalSoup
  • 20.
  • 21. SSP: Supply Side Platform
    What you need to know
    • A “supply-side" platform is a tool/technology platform for publishers to plug-in available inventory
    • 22. Ad Exchanges function much like an SSP
    • 23. Optimize the price of available audience/inventory, get the best CPM for each impression; selling inventory via RTB to the highest bidder
    • 24. Rate is driven by potential audience; premium content that attracts desirable viewers can generate higher rates
    • 25. SSPs coordinate online consumer tracking across their inventory with demand-side platforms through cookie-synching; enables targeting/retargeting
    #DigitalSoup
  • 26.
  • 27. DSP: Demand Side Platform
    What you need to know
    A "demand-side" platform is a dashboard/technology for ad buying, including real-time bidding
    Audience is key
    Includes targeting, optimization and reporting capabilities designed to provide greater control over pricing, targeting, and campaign management
    Eliminate some inefficiencies of traditional buying via automation and advanced analytics
    About optimizing and driving value out of every impression
    Win-win relationship based on how the advertiser/agency value the impression
    #DigitalSoup
  • 28.
  • 29. AMP & DMP: Audience/Data Management Platform
    What you need to know
    Gathering, managing and leveraging first and third party data
    Creating audience data pools and segments, micro-segments
    Site buy using that publishers data singularly; with each campaign you are starting back at square 1
    Data stays “alive” and evolves with each campaign
    AMP/DMP allows you to find your audience across publishers and continue learning about your audience with each campaign and ad served
    #DigitalSoup
  • 30. Audience Management Directly with the Site
    Publisher 3
    Publisher 2
    Publisher 1
    User Profile 1
    User Profile 2
    User Profile 3
    Geo, Demo, Behavioral
    Geo
    Geo
    Geo
    Demo
    Geo/Demo
    Geo/Demo
    Nothing
    Geo/Demo
    Places: Publisher
    • Pub direct data is strong
    • 31. Campaigns perform
    • 32. Limits cross-site reporting; no sharing of data across pubs
    • 33. Lose track of user
    • 34. Frequency layers make it more difficult to:
    • 35. Message and control across devices
    • 36. Learn across pubs
  • Audience Management with AMP/DMP
    Publisher 3
    Publisher 2
    Publisher 1
    User Profile 1
    User Profile 2
    User Profile 3
    Geo, Demo, Behavioral
    Geo
    Geo
    Geo
    Demo
    Geo/Demo
    Geo/Demo
    Nothing
    Geo/Demo
    Audience Management
    People: 3rd Party and Audience Management Platforms
    • Comprehensive audience management aggregating user data from multiple sources
    • 37. You own the data and can leverage across campaigns, publishers and providers
    • 38. Central Reporting
    • 39. Longer term strategy
    • 40. Publisher user data may be stronger than cross publisher, but it will strengthen over time
  • 41. DCO: Dynamic Creative Optimization
    What you need to know
    Delivering the right ad to the right user at the right time
    Each impression’s creative/message needs to be relevantto each audience segment
    No point in having dataavailable and not tailoringthe message
    Can deliver and optimize creative based:
    Audience
    Media performance
    Interactivity/action
    Key metric/performance
    Ad serving/sequencing
  • 42. The Landscape: Bringing It All Together
  • 43.
  • 44. Agency Trading Desks
    What you need to know
    • Similar to financial “Traders” and analysts/strategists
    • 45. Extension of the agency/part of the holding company focused on more effective, efficient buying and optimization
    • 46. Take advantage of the “open” RTB marketplace
    • 47. Proprietary interface; amass and analyze data, spending, campaign management may even have a DMP/AMP or DSP as part of Trading Desk platform
    • 48. Provide a service layer; understand the landscape, third party data, algorithms, and analysis, create strategies and buy
    • 49. Advertisers can work directly with DSPs or through their agencies trading desk
  • The Landscape
    Agencies / Advertisers
    (Demand)
    Publishers
    (Supply)
    Ad Exchanges
    DSPs
    SSPs
    R T B
    Audience/ Pay What Imp is Worth
    Manage Yield/
    Monetize Inventory
    Trading Desks
  • 50. Where Does PointRoll Fit?
    AMP/DMP
    Data Providers
    Agencies / Advertisers
    (Demand)
    Publishers
    (Supply)
    Ad Exchanges
    DSPs
    SSPs
    R T B
    Audience/ Pay What Imp is Worth
    Manage Yield/
    Monetize Inventory
    Trading Desks
    Standard, Rich Media Ad-Serving and Dynamic Creative Optimization
  • 51. Creative and Targeting: PointRoll’s Media Multipliers
    Audience Data for Media Enhancement
    Work with DSPs, networks and exchanges to create audience profiles based on geo, demo, in market buyers and look-a-likes; use those to drive creative
    Creative
    Dynamic Creative Versioning
    Dynamically create, deliver custom creative/messages
    Standard and rich media
    Dynamic Creative Optimization
    Pass audience/media knowledge into creative todynamically generate the most relevant experience at run time
    • Formats and features can increase performance
    • 52. Advanced flash
    • 53. Interactive non-expandables
    • 54. Interactive expandables
    • 55. Enable with SSPs, etc.
    40%
    Lift in Click Through Rate
    Expandables
    3x
    CTR Lift
    Dynamic Optimization
  • ‘Winning’
    = Value
  • 59. Winning in the New Media Marketplace
    New media marketplace is about value; don’t think of it as cheap media
    Doesn’t eliminate publisher direct buying, or other methods of reach
    Data strengthens your campaign – creative and performance
    Right Message, Right User, Right Time, at the Right Price
    Keys for advertisers/agencies:
    Delivery at scale
    Automation, efficiencies
    Verification
    Optimization
    Reporting
    Performance and enhanced ROI
    #DigitalSoup
  • 60. Distribution
    Audience
    Creative
    The Big Picture – 5 Key Ingredients to Digital Success
    Performance
    Data
    Optimization
    Engaging and Higher Impact Ads, Interactive Functionality and Feature-Rich Creative
    Relevant Data Driven Ads with Audience-specific Messaging Based on BT, Geo, Demo and More
    Evaluate ROI
    Insights
    Future
    Decisions
    Reporting/
    Analysis
    Audience Understanding & Knowledge, Finding More Targets
    Media
    Allocation/
    Metrics/KPIs
  • 61. Questions? Comments? Favorite Recipes?
  • 62. Learn More!
    Just ask! – Contact your rep or info@pointroll.com
    PointRoll Blog: blog.pointroll.com
    Facebook: www.facebook.com/PointRoll
    Twitter: @PointRoll
    Thank you!