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The Display Advertising Ecosystem:The More You Know, The More You’ll Grow                    Jamie Lomas      Vice Preside...
Agenda      Playing the Display Field      An Advertiser’s Basic Choices           Ad Agencies           Publishers     ...
Overview  Online Display renaissance:    “…the display part of our business is likely to be the next     billion dollar b...
Overview (cont.)      Renaissance has pros and cons for marketers         Pro: More options enter the market every day   ...
Playing the Display Field   © 2010 AdReady, Inc. Confidential   5
Formats   SWF (Shockwave Flash)   Static (GIF, JPG)   HTML   Rich Media (Pointroll, Eyeblaster)     Expandables, page tak...
An Advertiser’s Basic Choices                             Ad Agencies                             Publishers              ...
An Advertiser’s Basic Choices   Questions to ask:     Should I use an advertising agency or not?     Should I buy direct...
Agency© 2010 AdReady, Inc. Confidential            9
What Do Advertising Agencies Provide? Broad spectrum of advertising services, from creative to media, strategy to tactical...
What Do Advertising Agencies Provide? Questions to ask:   Are my budgets large enough to ensure I’m an    attractive clie...
Online Publishers© 2010 AdReady, Inc. Confidential                       12
Online Publishers Ad space brought directly through an in-house sales force or a self- service technology, or indirectly v...
Online Publishers© 2010 AdReady, Inc. Confidential   14
Ad Networks© 2010 AdReady, Inc. Confidential                 15
Ad networksFocus on audiences, not sitesRemnant, “Class 2”Transparent Networks: full details on where their ads will be pl...
Ad networks                              Increased Targeting Capabilities to Reach Discrete                              A...
Ad networks
Ad Exchanges© 2010 AdReady, Inc. Confidential                  19
Ad exchangesCourtesy of Right Media
Ad Exchanges© 2010 AdReady, Inc. Confidential   21
Display Technology Platforms© 2010 AdReady, Inc. Confidential                  22
Buying PlatformsEliminate the Friction of Online Display Advertising:                                Automated            ...
Buying PlatformsScalable Access to Media Sources    API enabled access                                    to leading sourc...
Buying PlatformsCreative Iteration and Optimization on the Rise•   Template-based creative systems with customization inte...
Buying PlatformsGrowing Measurability and Analytics Options                                    Need transparency          ...
Reason #9      Costs to Test Display Ads Are Shrinking      Testing Cost* as a % of Total Annual Display Budget           ...
Display                                    Advertising Checklist© 2010 AdReady, Inc. Confidential                         ...
Display Checklist      New to display:            My goals are: (brand / awareness vs. performance / DR)            My y...
To learn more, request the white paper:   Display Advertising Ecosystem      Jamie Lomas: jlomas@adready.com              ...
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Ad Ready Display Ad Ecosystem

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Transcript of "Ad Ready Display Ad Ecosystem"

  1. 1. The Display Advertising Ecosystem:The More You Know, The More You’ll Grow Jamie Lomas Vice President, Sales and Client Services
  2. 2. Agenda Playing the Display Field An Advertiser’s Basic Choices  Ad Agencies  Publishers  Ad Networks  Ad Exchanges  Display Technology Platforms An Advertiser’s Checklist How to Get Started © 2010 AdReady, Inc. Confidential 2
  3. 3. Overview Online Display renaissance:  “…the display part of our business is likely to be the next billion dollar business.” Eric Schmidt, CEO of Google  “Display Advertising Will Surge by 10.5% in 2010“ Nothing But Net 2010 Internet Sector Outlook © 2010 AdReady, Inc. Confidential 3
  4. 4. Overview (cont.) Renaissance has pros and cons for marketers  Pro: More options enter the market every day  Con: Ecosystem has become increasingly complex Advertisers can hire an agency, or manage display in-house © 2010 AdReady, Inc. Confidential 4
  5. 5. Playing the Display Field © 2010 AdReady, Inc. Confidential 5
  6. 6. Formats SWF (Shockwave Flash) Static (GIF, JPG) HTML Rich Media (Pointroll, Eyeblaster)  Expandables, page takeovers Video  Pre roll, post roll, mid roll  In-banner Mobile display units Dynamic Ad Units © 2010 AdReady, Inc. Confidential 6
  7. 7. An Advertiser’s Basic Choices Ad Agencies Publishers Ad Networks Ad Exchanges Display Technology Platforms © 2010 AdReady, Inc. Confidential 7
  8. 8. An Advertiser’s Basic Choices Questions to ask:  Should I use an advertising agency or not?  Should I buy directly from media publishers and/or through an intermediary to reach my intended audience?  If I want to buy through an intermediary, should I look to ad networks or ad exchanges?  Should I pay for technology solutions or “platforms” to help me or my agency manage my campaigns? © 2010 AdReady, Inc. Confidential 8
  9. 9. Agency© 2010 AdReady, Inc. Confidential 9
  10. 10. What Do Advertising Agencies Provide? Broad spectrum of advertising services, from creative to media, strategy to tactical execution, across both offline and online media channels Many different marketing services under one roof, streamlining costs and management, while ensuring a common, coordinated strategic underpinning to both media and creative executions Over 85% of the total US spending on display advertising in 2007 came from the top 500 largest display advertisers, and the vast majority of these advertisers use the top digital agencies (Nielson AdRelevance) With the advent of more streamlined ad technology platforms smaller, more regionally focused traditional agencies can now offer online display advertising (more later)© 2010 AdReady, Inc. Confidential 10
  11. 11. What Do Advertising Agencies Provide? Questions to ask:  Are my budgets large enough to ensure I’m an attractive client and will thus get great service from one of the top-tier digital agencies?  Does my agency provide both media and creative services, and if so, what are the fees for each?  Is my agency an expert in digital media and specifically online display?  Does my agency utilize best of breed technologies to cost effectively manage the logistics of my campaign, and also measure and drive effective ROI performance?© 2010 AdReady, Inc. Confidential 11
  12. 12. Online Publishers© 2010 AdReady, Inc. Confidential 12
  13. 13. Online Publishers Ad space brought directly through an in-house sales force or a self- service technology, or indirectly via ad networks or ad exchanges They often use either homegrown or commercially available ad serving/inventory management technology Because these technologies and teams can be expensive to employ, they typically require advertisers to spend monthly minimums in the many thousands or tens of thousands to get this full service. With the advent of more streamlined ad technology platforms smaller, more regionally focused traditional agencies can now offer online display advertising (more later)© 2010 AdReady, Inc. Confidential 13
  14. 14. Online Publishers© 2010 AdReady, Inc. Confidential 14
  15. 15. Ad Networks© 2010 AdReady, Inc. Confidential 15
  16. 16. Ad networksFocus on audiences, not sitesRemnant, “Class 2”Transparent Networks: full details on where their ads will be placed.Blind Networks: advertisers must relinquish control over where theirads will run.
  17. 17. Ad networks Increased Targeting Capabilities to Reach Discrete Audience Segments Retargeting<< ---- Performance ---- >> Brand Keyword (Display) Competitor Keyword (Display) Category Keyword (Display) Channel Site Behavioral / Intent Demographic Geographic RON << ---- Reach ---- >>
  18. 18. Ad networks
  19. 19. Ad Exchanges© 2010 AdReady, Inc. Confidential 19
  20. 20. Ad exchangesCourtesy of Right Media
  21. 21. Ad Exchanges© 2010 AdReady, Inc. Confidential 21
  22. 22. Display Technology Platforms© 2010 AdReady, Inc. Confidential 22
  23. 23. Buying PlatformsEliminate the Friction of Online Display Advertising: Automated Buying Platform © 2010 AdReady, Inc. Confidential 23
  24. 24. Buying PlatformsScalable Access to Media Sources API enabled access to leading sources of inventory© 2010 AdReady, Inc. Confidential 24
  25. 25. Buying PlatformsCreative Iteration and Optimization on the Rise• Template-based creative systems with customization intelligence• Dynamic creative systems that generate creative on the fly• Leverage advanced targeting techniques to test creative elements relative to placement Images, text, and colors are all editable for rapid testing and optimization without paying excessive creative fees 25
  26. 26. Buying PlatformsGrowing Measurability and Analytics Options Need transparency across all sources.© 2010 AdReady, Inc. Confidential 26
  27. 27. Reason #9 Costs to Test Display Ads Are Shrinking Testing Cost* as a % of Total Annual Display Budget With Automated Display Technology Using Traditional Planning & Buying Annual budget: $60,000 $600,000 $6,000,000 # Creatives: 3 10 10 # Media Sources: 3 10 10 * Testing costs include creative development and media minimums 27 27 © 2010 AdReady, Inc. Confidential
  28. 28. Display Advertising Checklist© 2010 AdReady, Inc. Confidential 28
  29. 29. Display Checklist New to display:  My goals are: (brand / awareness vs. performance / DR)  My yearly/quarterly budget is:  My specific target audience is:  I need X type of reporting to measure success:  I have X current display ads already created:  I have had success placing display ads through the following providers (and why):  I faced challenges when placing display ads through the following providers (and why): Experienced with display:  How much of my overall display budget do I spend on testing / set up costs? Can this be optimized?  Is my ROAS similar or better than my competition?  Am I delivering the right messages to the right target audiences?  How can I have a more targeted ( personable) conversation with my prospective clients?  Can geo targeting help?  How can creative costs be lowered?© 2010 AdReady, Inc. Confidential 29
  30. 30. To learn more, request the white paper: Display Advertising Ecosystem Jamie Lomas: jlomas@adready.com 30
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