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Diffusion of Real Time Bidding in Display Marketing industry
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Diffusion of Real Time Bidding in Display Marketing industry

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Advertisers and Media Agencies have seen in Real Time Bidding the technology that could improve the targeting skills of traditional Display Marketing. All the members of the industry have seen how it …

Advertisers and Media Agencies have seen in Real Time Bidding the technology that could improve the targeting skills of traditional Display Marketing. All the members of the industry have seen how it is changing since 2007 and more and more players embrace this technology. I wrote a thesis with real industry data on how each type of traders is adapting (or not) to Real Time Bidding. Traditional ad servers, SSP, DSP, AdExchanges, Ad Networks, Publishers, Buyers, Advertisers, Agencies, Saleshouses or any other type of online player is analyzed. This pdf is the slides I used on my defense. If you would like to know more about me and this project come over to www.ferranmv.com and feel free to ask. I love to chat!

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  • 1. Diffusion of RTB Barreras a la adopción de la tecnología Real Time Bidding © Ferran Martí Voltas Tesina de Double Degree Barcelona, 16 septiembre de 2013
  • 2. Display Marketing Email Marketing Logo 728x90 Título de artículo Search Marketing Display Marketing Anuncio 300x250 Facebook Marketing Linkedin marketing © Ferran Martí Voltas. 2013.
  • 3. Agenda Display Marketing 2007 La irrupción del Real Time Bidding Literatura Hipótesis Diseño Contrastes Conclusiones © Ferran Martí Voltas. 2013.
  • 4. Display Marketing 2007 From Mad Men... © Ferran Martí Voltas. 2013.
  • 5. Display Marketing 2007 Seller Webs Traders Buyers AdNetworks Saleshouses Agencias Advertisers AdExchanges Servidores tradicionales Poder de ejecución / Dinero © Ferran Martí Voltas. 2013.
  • 6. Display Marketing 2007 Seller Buyers Webs Advertisers Inventario No targeting No transparencia Muchos costes fijos No escalabilidad Ni Eficiencia ni Eficacia! © Ferran Martí Voltas. 2013.
  • 7. La irrupción del RTB ...to Math Men! © Ferran Martí Voltas. 2013.
  • 8. La irrupción del REAL TIME BIDDING © Ferran Martí Voltas. 2013.
  • 9. La irrupción del RTB Seller Webs Servidor RTB Buyers Advertisers Poder de ejecución / Dinero / Data Compra al instante Escogiendo todo tipo de targeting Más uso del data Eficiencia y Eficacia! © Ferran Martí Voltas. 2013.
  • 10. La irrupción del RTB Seller Webs Traders AdNetworks Saleshouses AgenciasTrading Buyers Advertisers Desks SSP AdExchanges DSP Servidores tradicionales Poder de ejecución / Dinero / Data © Ferran Martí Voltas. 2013.
  • 11. Literatura Innovación *** Adopción de la innovación Límites a la adopción de la innovación *** Innovación disruptiva *** Cambio *** Online Marketing *** Real Time Bidding © Ferran Martí Voltas. 2013. MacVaugh and Schiavone, 2010.
  • 12. Límites a la adopción MacVaugh y Schiavone, 2010. Siguientes límites: Tecnológicos Sociales Aprendizaje Utilidad Contexto Capacidad Complejidad Orientaciones Aptitud Complementariedad Contagio Costes 3 niveles: Individual Comunitario © Ferran Martí Voltas. 2013. Industria
  • 13. Hipótesis H1. Los switching costs son las más importantes barreras a la adopción *** H2. Los switching costs son mayores barreras a la adopción cuando más se tarde a dar el paso *** H3. Los agentes de la industria de Display Marketing adoptaron el RTB de manera diferente © Ferran Martí Voltas. 2013.
  • 14. Diseño n = 123 Enviado a más de 1.000 personas de la industria Ingresos anuales > 500.000 usd Preguntas: Límites de MacVaugh y Schiavone Buyer 11% 15% New Adserver 6% New Trader Old Adserver 26% Old Trader Other in Online Marketing 31% Publisher 9% 2% © Ferran Martí Voltas. 2013.
  • 15. Diseño Función de la adopción de una tecnología Adoption(x) = Utility + User + Readiness + Success + Standard + Promotion + Adoption(x) = Opinion of Leader + Utility + User ++ Training Success + Standard + Promotion + Opinion of Knowledge Readiness + – Learning Switching Costs – Investment Switching Costs – Exit Fees + No Switching CostsLearning Switching Costs – Investment Leader + Knowledge + Training – Switching Costs – Exit Fees + No Switching Costs © Ferran Martí Voltas. 2013.
  • 16. Contrastes © Ferran Martí Voltas. 2013.
  • 17. Contraste H1 Los switching costs son las más importantes barreras a la adopción Regresión logística jerárquica Classification Table Observed a Impact Predicted RTB Knowledge Correct 1 0 26 28 1 12 57 82,6 Overall Percentage Utility 67,5 55% Success S.E. Knowledge 19,712 Readiness 7% Promotion Sig. Exp(B) 90% C.I.for EXP(B) Wald df 40193 0 1 1 4E+08 0 0,768 2,873 1 0,09 3,673 1,039 12,982 Utility 0,436 0,686 0,403 1 0,526 1,546 0,5 4,781 Success 0,065 1,123 0,003 1 0,954 1,068 0,168 6,769 Trainings 0,064 0,432 0,022 1 0,882 1,066 0,524 2,172 Promotion -0,62 0,602 1,06 1 0,303 0,538 0,2 1,449 -16% Standard 257% . 1,301 -46% OpinionLeaders Variables in the Equation B 7% Trainings a. The cut value is ,500 Lower Step 1a 267% 48,1 RTB Step 1 - Readiness Percentage 0 OpinionLeaders Upper -0,173 0,457 0,143 1 0,705 0,841 0,397 1,783 Standard 1,273 0,656 3,766 1 0,052 3,571 1,214 10,503 LearningSC 0,447 0,424 1,111 1 0,292 1,563 0,779 3,137 InvestmentSC -0,883 0,455 3,769 1 0,052 0,414 0,196 -0,317 0,617 0,263 1 0,608 0,728 0,264 0,709 0,287 1 0,592 1,462 0,456 40193 0 1 1 ExitFeesSC -27% NoSC 4,692 21,763 -59% 2,011 0,38 0 NoSC Constant 56% InvestmentSC 0,874 ExitFeesSC LearningSC Constant a Variable(s) entered on step 1: LearningSC, InvestmentSC, ExitFeesSC, NoSC. © Ferran Martí Voltas. 2013. 46%
  • 18. Contraste H2 Los switching costs son mayores barreras a la adopción cuando más se tarde a dar el paso Regresión lineal y comparar Early Adopters vs Late Adopters Rest of adopters Late Adopter (Constant) 7.483 6.324 ExitFeesSC -1.328 -0.868 LearningSC -1.162 -1.123 InvestmentSC -0.689 -1.457 NoSC 1.142 1.051 © Ferran Martí Voltas. 2013.
  • 19. Contraste H3 Los agentes de la indústria del Display Marketing adoptaron el RTB de manera diferente Comparación de medianas ANOVA + Adopción - Comentarios New Adserver Publishers Todos! Old traders Útil! Utilidad Usuario New Adserver y Trader Readiness New Traders Old Traders C. Success New Traders Old Traders Sw. Costs Buyers New Adservers Buyers 50%, rest less No hay diferencias en: Standard, Promotion, Opinion Leader, Knowledge and Training © Ferran Martí Voltas. 2013.
  • 20. Conclusiones Readiness y Standard mayores barreras *** Switching Costs no son tan decisivos *** Mismos switching costs, diferente impacto *** RTB será un estándar y cambiará la industria © Ferran Martí Voltas. 2013.
  • 21. Citas Christensen, C.M. (1997). The Innovators Dilemma: when new technologies cause great films to fail. Boston: Harvard Business School Press. Gandal, N. (2002). Compatibility, standardization, and network effects: some policy implications. Oxford Review of Economic Policy, 80-91. MacVaugh, and Schiavone, F. (2010). Limits to the diffusioon of innovation: a literature review and MacVaugh, J.J. and Schiavone, F. (2010). Limits to the diffusioon of innovation: a literature review and integrative model. European Journal of Innovation Management, 197-221. integrative model. European Journal of Innovation Management, 197-221. Meyers, S. a. (1969). Successful Industrial Innovation. National Science Foundation. © Ferran Martí Voltas Tesina de Double Degree Barcelona, 16 septiembre de 2013