Digital Marketing needs to change. Digital media has long been seen as a direct response channel. With the advent of ad exchanges, that dubious distinction threatens to strengthen.
But not for long. Digital media and ad exchanges specifically can be used as Brand impacting channels, if used intelligently.
Shalabh
2. The way media
is bought and sold
Digital Media Inventory
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3. Impressions CPM Total cost CTR Clicks CPC
Leads
/Sale/
Action
Cost per lead
/Sale/Action
Site A 1,000,000 10 10,000 0.10 1,000 10.00 110 91
Site B 780,000 14 10,920 0.20 1,560 7.00 281 39
Site C 950,000 12 11,400 0.25 2,375 4.80 238 48
2,730,000 33,610 5,715
Highest
impressions
Least upfront CPM
cost
(Is buying cheap
good?)
Least Total spend
(Is buying cheap
good?)
Max absolute
response/clicks
Response to
creative
Most efficient
response driver
Max absolute sales
leads
Most efficient in
driving sales
Really?
Typical Media Evaluation
Where are Brand Metrics?
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10. Direct
Response
Brand
Impact
Ad Exchanges- Both ends
Intelligent trigger setting, smart planning and leveraging data
Buy audience
Buy response
Capture demand Build Demand
Max reach at least cost Brand promise Dissemination
Provide Solution
(Dry comfort- not a diaper)
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11. An army of intelligent sources at hand
No excuses anymore
13. Sell Side Buy Side
Data
Publishers
Ad Networks
(specialized
/non-specialized)
Exchanges
4th party data
aggregators
Data crunching
and analysis for
increased value
to buy side/sell
side through
better targeting
or increased
CPM
Agencies
Advertisers
Analytics and Verification platforms
Industry associations/bodies
But not if you understand it
Three key pillars that Brands could leverage in the exchange ecosystem
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14. Leveraging networks is easy. Just keep these points in mind
Brands and Exchanges
Think Value Exchange not Ad exchange
Bring Creatives to the party
Exchange of communication, exchange of benefits
Media alone is not fun- people like pretty pictures
Tech marries marketing
Sequential ads, 4th party data aggregators, targeting
AND…
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15. And Context is King
Brand advertising thrives with context.
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17. • Across Media :
– Display will not be about display anymore
– Display will not be about PC-Web anymore
• Smart:
– Premium, real time bidding/full featured and self serve
– Map Lifetime ad exposure by user, across multiple channels,
vehicles and platforms to derive efficient retargeting and
conversion optimization model
• Sexy:
– Advertising is the most fun that you can have with your clothes
on
The future
Sexy/Smart- Inspired from Google IAB
MIXX conf Oct 2010
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18. Brands need to have a strategic communication approach utilizing the
digital touchpoints to connect with their customers in a manner that
aligns with and reinforces- the values of the brand in the most efficient
manner
The crux
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Historically exchanges have been widely utilised by agencies and clients as an effective way to drive DR goals… but for building brand? Can this channel ever be utilised to achieve branding goals? Could a brand-focused client take advantage of the available reach and frequency that exchanges offer?
Each colour represents a site.
Orange site reach users 4 times.
If freq is impt in campaign goal, the orange will get more credit for conversions
Bigger bubble, more credit publisher will get. And we don’t ignore the rest of the publisher.
Bigger ad size, stronger the message. If brand awareness is a goal, should consider ad size and give more credit to the bigger size banner
Rich Media =
Can adjust the weighting of the 4 factors – which is more impt in our campaign goals
No longer just agency->publisher-> client
Complex space- and so dynamic that it is scary to put a chart like this together. Completely new categories emerge even before you can say ‘DSP’ and platforms changing shapes faster than you could realize. Many overlaps in this space- ad servers and creative optimization companies for example have a direct overlap across many areas.