New Balance WellnessAdnetik Campaign Case Study<br />
Agenda<br />New Balance campaign parameters<br />Client education<br />Campaign set-up and implementation<br />Optimizatio...
Campaign Parameters<br />
New Balance Campaign Parameters<br />Overall Wellness Objectives:<br />Align digital programs with the overall campaign me...
Client Education<br />First time using real-time bidding technology<br />History with ad networks (behavioral, contextual ...
Creative Showcase<br />Tested mix of product and brand banners across Adnetik and optimized accordingly<br />6<br />
Adnetik Campaign Set-up<br />
Brand Safety<br />Dual-angled approach to brand safety<br />Pre-scrub master whitelist<br /><ul><li>Crawl ~100 MM URLs acr...
Classify based on safety rating</li></ul>Run real-time brand safety technology<br /><ul><li>At the time of ad call, site c...
If site is deemed in-appropriate, no advertiser ad served</li></ul>July 19, 2011 @adnetik<br />8<br />
Tactical Targeting Approaches<br />Behavioral <br />Axciomdata:  women, active joggers<br />Blue Kai data:  women, in-mark...
Campaign Implementation<br />Inventory sampling<br />NBC Universal:<br />iVillage,com<br />BravoTV.com<br />Momtourage.com...
Analysis, Optimization and Results <br />
Points of Optimization<br />Click predict algorithm<br />Automatically shifts media weight to best-performing media, consi...
Analysis and Optimization: Day 10<br />Analysis:<br />Top lines by CTR:<br />1-hour site retargeting<br />1-day site retar...
As Click Predict learned and optimized over the course of the campaign, click volume trended upward<br />Click Predict Pla...
Click Predict was able to locate and optimize rectangle on Total Beauty, sold on the Admeld exchange<br />728x90, CTR of 0...
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New balance rtb case study

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Case study prepared by Adnetik outlining the role of real-time bidding in the development of a campaign for New Balance's Wellness initiatives, created in partnership with Almighty and presented by Rachel Jackson at the Ad Club's 'Ad Exchanges and Real-Time Bidding... Demystified' panel on July 19, 2011.

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  • When we say data, it’s a fairly broad term. To identify the user that we want to bid on it can be based on custom client data, site data, or third party data.Some of the more simple ways in which data can be used in the exchange space are things such a Day/Time, Content Verticals, and even the language of the site. Many of these items can be set as parameters in the exchanges, but they can also be acquired through third party data providers such a some listed on this slide.More complex ways that data can be used is by tagging the client or advertisers site. This allows for site retargeting. Depending on the technology you have or the vendor you are working with, behavioral and look-a-like models can be created.Search retargeting is also a effective method. Identifying users that have searched on specific terms that are relevant to your campaign is a great data point to inform the bidder to serve an ad via the exchangesIn the end, no mater what type the data is, it is used to make informed decisions when bidding on the exchanges. The combinations of data that are
  • When we say data, it’s a fairly broad term. To identify the user that we want to bid on it can be based on custom client data, site data, or third party data.Some of the more simple ways in which data can be used in the exchange space are things such a Day/Time, Content Verticals, and even the language of the site. Many of these items can be set as parameters in the exchanges, but they can also be acquired through third party data providers such a some listed on this slide.More complex ways that data can be used is by tagging the client or advertisers site. This allows for site retargeting. Depending on the technology you have or the vendor you are working with, behavioral and look-a-like models can be created.Search retargeting is also a effective method. Identifying users that have searched on specific terms that are relevant to your campaign is a great data point to inform the bidder to serve an ad via the exchangesIn the end, no mater what type the data is, it is used to make informed decisions when bidding on the exchanges. The combinations of data that are
  • When we say data, it’s a fairly broad term. To identify the user that we want to bid on it can be based on custom client data, site data, or third party data.Some of the more simple ways in which data can be used in the exchange space are things such a Day/Time, Content Verticals, and even the language of the site. Many of these items can be set as parameters in the exchanges, but they can also be acquired through third party data providers such a some listed on this slide.More complex ways that data can be used is by tagging the client or advertisers site. This allows for site retargeting. Depending on the technology you have or the vendor you are working with, behavioral and look-a-like models can be created.Search retargeting is also a effective method. Identifying users that have searched on specific terms that are relevant to your campaign is a great data point to inform the bidder to serve an ad via the exchangesIn the end, no mater what type the data is, it is used to make informed decisions when bidding on the exchanges. The combinations of data that are
  • New balance rtb case study

    1. 1. New Balance WellnessAdnetik Campaign Case Study<br />
    2. 2. Agenda<br />New Balance campaign parameters<br />Client education<br />Campaign set-up and implementation<br />Optimization and analysis<br />Results<br />July 19, 2011 @adnetik<br />2<br />
    3. 3. Campaign Parameters<br />
    4. 4. New Balance Campaign Parameters<br />Overall Wellness Objectives:<br />Align digital programs with the overall campaign message to “make excellent happen”<br />Provide value at each digital touch point and invite the target to participate with our message (brand, product, community, etc.)<br />Target audience:<br />Women, 25-49 who make time for physical activity (run, gym, walk, yoga, Pilates, bike, etc), seek mental wellness, live a healthy lifestyle and are invested in family and friends<br />She seeks to achieve balance in all aspects of her life<br />Goals:<br />Primary: Brand / product awareness<br />Secondary: Engagement with the brand, off and on site<br />July 19, 2011 @adnetik<br />4<br />
    5. 5. Client Education<br />First time using real-time bidding technology<br />History with ad networks (behavioral, contextual and site retargeting)<br />Tested Adnetik against ad network<br />Privacy concerns<br />“Do not track” list<br />Evidon Advertising Option Icon<br />Brand safe content<br />Adnetik safety rating scale<br />July 19, 2011 @adnetik<br />5<br />
    6. 6. Creative Showcase<br />Tested mix of product and brand banners across Adnetik and optimized accordingly<br />6<br />
    7. 7. Adnetik Campaign Set-up<br />
    8. 8. Brand Safety<br />Dual-angled approach to brand safety<br />Pre-scrub master whitelist<br /><ul><li>Crawl ~100 MM URLs across all exchange inventory
    9. 9. Classify based on safety rating</li></ul>Run real-time brand safety technology<br /><ul><li>At the time of ad call, site content is scrutinized for safety rating
    10. 10. If site is deemed in-appropriate, no advertiser ad served</li></ul>July 19, 2011 @adnetik<br />8<br />
    11. 11. Tactical Targeting Approaches<br />Behavioral <br />Axciomdata: women, active joggers<br />Blue Kai data: women, in-market for footwear<br />Contextual<br />Women’s apparel<br />Footwear<br />Fitness<br />NBCU female/sports inventory<br />Search retargeting<br />Click predictive algorithm<br />Site retargeting<br />1 day (aggressive bid)<br />3 day (aggressive bid)<br />7 day (general bid)<br />15 day (general bid)<br />July 19, 2011 @adnetik<br />9<br />
    12. 12. Campaign Implementation<br />Inventory sampling<br />NBC Universal:<br />iVillage,com<br />BravoTV.com<br />Momtourage.com<br />Oxygen.com<br />Contextual targeting:<br />smartmomdeals.com<br />theshoegame.com<br />myfitnesspal.com<br />nbcsports.com<br />Exchanges used<br />July 19, 2011 @adnetik<br />10<br />
    13. 13. Analysis, Optimization and Results <br />
    14. 14. Points of Optimization<br />Click predict algorithm<br />Automatically shifts media weight to best-performing media, considering up to 20 characteristics<br />e.g. Domain/URL, time, geo, creative message, size, exchange<br />Site retargeting <br />Adjusting bids and weight based on how recently user has visited site<br />Contextual<br />Shifting budget toward contextual categories <br /> showing best performance<br />e.g. Fitness vs. healthy eating or women’s <br /> content<br />Top Exchanges<br />Analyze which exchanges are doing best <br /> for which tactic<br />e.g. AdEx performs best on 1-day retargeting<br />July 19, 2011 @adnetik<br />12<br />
    15. 15. Analysis and Optimization: Day 10<br />Analysis:<br />Top lines by CTR:<br />1-hour site retargeting<br />1-day site retargeting<br />Click predict<br />Top lines by conversion rate:<br />Google female contextual targeting<br />Site retargeting<br />Action:<br />Shift budget into 1-hour and 1-day site retargeting; adjust bid to win more aggressively<br />Heavy up on click predict, especially on OpenX and AdMeld<br />Top Exchanges by CTR<br />Top Exchanges by Conversion Rate<br />July 19, 2011 @adnetik<br />13<br />
    16. 16. As Click Predict learned and optimized over the course of the campaign, click volume trended upward<br />Click Predict Placements Over Time<br />July 19, 2011 @adnetik<br />14<br />
    17. 17. Click Predict was able to locate and optimize rectangle on Total Beauty, sold on the Admeld exchange<br />728x90, CTR of 0.32%<br />Click Predict Optimization Example<br />July 19, 2011 @adnetik<br />15<br />
    18. 18. Results<br />Top performer for Wellness campaign<br />Key impression and click driver driving brand awareness<br />CTR nearly 2x higher than ad network<br />Highest yield and conversion rate to page view and online sale<br />Click predictor and retargeting placements performed strongest in terms of CTR<br />Overall user experience<br />Easy implementation<br />Turn-key optimization<br />Quick and friendly customer service<br />July 19, 2011 @adnetik<br />16<br />
    19. 19. Thank You<br />Twitter<br />Adnetik @adnetik<br />Almighty @bealmighty<br />
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