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Designing the perfect display monetization dashboard (public)

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Presentation delivered at eMetrics summit in San Francisco, March 7 2012, on the challenges of creating a dashboard to report on the monetization of a complex content site or network through display …

Presentation delivered at eMetrics summit in San Francisco, March 7 2012, on the challenges of creating a dashboard to report on the monetization of a complex content site or network through display advertising.

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  • Comments here about the near-infinite configurability of ad inventory…
  • Also important to speak to the point that
  • What is causing the apparent dip in eCPM in Nov?
  • Make sure to define large/small adsAnalogy: This is a lot like same-store sales figures for a retailer
  • Transcript

    • 1. Designing the perfect DisplayMonetization DashboardIan ThomasSenior Director, Business & Customer IntelligenceMicrosoft Online Services Division
    • 2. Your dashboard…
    • 3. The brief • Create a dashboard that captures the dynamics of display ad monetization for use in an exec briefing context and/or to be distributed to a broad audience3
    • 4. The rules…• The dashboard must be two-dimensional  Unless you plan on buying a 3D printer• The dashboard must be self-sufficient  Unless you plan on wasting time explaining the numbers every time you have a review meeting• The dashboard should contain no non-essential numbers  Unless you plan on wasting time focusing on pointless numbers every time you have a review meeting
    • 5. The archetypical dashboard (or scorecard) Need to be consistent and Need to be easily consistent and understood easily understood
    • 6. The DashboardThe Data
    • 7. Challenges in measuring Display AdMonetization1. Product/pricing complexity2. Supply uncertainty3. Channel complexity4. Noise
    • 8. Challenge 1: You can sell the same supply lots ofdifferent ways
    • 9. Ways to sell/package online display inventory Method Details Key measure of value Sponsorship All impressions during a particular time Deal value ($) window. Usually linked to a specific site area or page. Reserved/guaranteed CPM Guaranteed # of impressions over a CPM particular period at an agreed CPM. Usually linked to a specific site area or page. Unreserved/discretionary Target # of impressions at an agreed CPM. CPM CPM Sometimes linked to a specific site area, or sold as “Run of Site”. Negotiated CPC/CPA Target # of clicks/conversions at an agreed Negotiated CPC/CPA rate – usually sold “blind”. Bidded CPM/CPC/CPA Impressions/clicks/conversions delivered up Actual CPM/CPC/CPA to agreed budget at bidded rates, usually sold blind.9
    • 10. Non- Delive deliver ry y revenu revenu e e Reven ue Imp- CPM ressio ns VolumCPC Rate Clicks e Con- CPA versio ns
    • 11. The importance of a common currency Wow!
    • 12. Where we are so far…12
    • 13. Challenge 2: Supply Uncertainty13
    • 14. The Michael Jackson effect Home Page volume and revenue Home Page eCPM$3.00 5.0 Revenue $3.5 Revenue (Millions) Volume (Billions) $3.0$2.50 4.0 Volume $2.5$2.00 3.0 $2.0$1.50 2.0 $1.5$1.00 $1.0$0.50 1.0 $0.5 $- 0.0 $0.0 When supply is uncertain, sell-through rate (impressions sold as a percentage of impressions available) is the most reliable measure of volume
    • 15. Where we are so far…15
    • 16. Challenge 3: Channel complexity 100% Amount of inventory sold direct How much of your inventory 50% you can sell direct (at a decent price) 0% 1 10 100 1,000 Your The entire entire Size of your sales team (log scale) company industry
    • 17. Dimensions of supply and demand • Supply dimensions:  Site area (content taxonomy)  Creative size  Audience attributes (e.g. demographics)  Delivery system • Demand dimensions:  Sales channel (direct/indirect)  Pricing method  Delivery system  Creative type (rich media vs non) • Remember the challenge: The dashboard must be two- dimensional17
    • 18. Inventory flow – avoiding double-counting Impression Supply E.g. DFP First-party ad First-party served server impressions Unused impressions Dedicated Network/AdEx Ad Network or remnant served Exchange impressions impressions E.g. Microsoft Ad Exchange, Google AdSense
    • 19. Inventory flow Impression Supply First-party ad First-party served server impressions Unused impressions Dedicated Network/AdEx Ad Network or remnant served Exchange impressions impressions
    • 20. Combining dimensions to simplify • Example: Sales Channel and Pricing Method CAMs (CxO Aggravation Metrics)20
    • 21. Where we are so far…21
    • 22. Challenge 4: Noise
    • 23. Example: Reducing noise (1) Total eCPM $1.00 $0.80 $0.60 $0.40 eCPM $0.20 $- Jul Aug Sep Oct Nov Dec Total revenue and impressions 40,000,000 $25,000 35,000,000 $20,000 30,000,000 25,000,000 $15,000 20,000,000 Revenue 15,000,000 $10,000 Impressions 10,000,000 $5,000 5,000,000 - $- Jul Aug Sep Oct Nov Dec23
    • 24. Example: Reducing noise (2) Impressions by size 40,000,000 35,000,000 30,000,000 25,000,000 20,000,000 Small Revenue by size 15,000,000 Large 10,000,000 $25,000 5,000,000 - $20,000 Jul Aug Sep Oct Nov Dec $15,000 Small $10,000 Large eCPM by size $5,000 $1.40 $1.20 $- $1.00 Jul Aug Sep Oct Nov Dec $0.80 Large $0.60 Small $0.40 $0.20 $- Jul Aug Sep Oct Nov Dec24
    • 25. Our finished dashboard25
    • 26. Those challenges again… Challenge Approach Product/pricing complexity Focus on eCPM, Impressions and Revenue Supply uncertainty Focus on sell-through on supply Channel complexity Deduplicate and simplify Noise Filter out noisy signals – you do not have to report on everything
    • 27. Thank you More information: www.liesdamnedlies.com ian.thomas@microsoft.com27