Online display and mobile trends

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A short but deep overview of the display advertising market, trends for Web, mobile and local display.

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Online display and mobile trends

  1. 1. Online Display Landscape & Mobile TrendsCreated by:Mike Dolane-storm internationalMarch, 2013
  2. 2. Agenda • Introduction: A Brief History of Display • Today’s Display Landscape • Mobile Trends • Questions?2 ® 1998 - 2013 e-storm international
  3. 3. A BRIEF HISTORY OF DISPLAY3 ® 1998 - 2013 e-storm international
  4. 4. Where it All Started October 27, 1994 HotWired, now Wired.com, launched the first web banner ad. This is actually an ad for AT&T!4 ® 1998 - 2013 e-storm international
  5. 5. Publisher Direct Buys: No Mystery Here Advertiser/Agency Publisher $$$ Inventory • Inventory sold on a flat cost-per-thousand (CPM) impression basis5 ® 1998 - 2013 e-storm international
  6. 6. The Rise of Ad Networks • As Web sites became more abundant and robust, publishers created more pages/impressions than they could sell on their own • Resulted in millions of unsold impressions • By the late 1990s Ad Networks had stepped in, bought remnant inventory, then bundled and sold to advertisers at lower CPMs6 ® 1998 - 2013 e-storm international
  7. 7. Display in Decline • By 2005, advertisers had shifted a large portion of their digital budgets to paid search because it was: • More Efficient • Transparent • Controllable – Bid on the keywords you choose • Easier to measure ROI • Hundreds of ad networks selling remnant inventory – who to choose? • Low visibility/control into where your ads run • Optimization was a slow, manual process Image Source: http://googinvestor.blogspot.com/2010/06/google-godzilla.html7 ® 1998 - 2013 e-storm international
  8. 8. TODAY’S LANDSCAPE8 ® 1998 - 2013 e-storm international
  9. 9. Internet Usage Continues to Grow Source: http://www.kpcb.com/insights/2012-internet-trends-update9 ® 1998 - 2013 e-storm international
  10. 10. A Complicated Ecosystem10 Source: ® 1998 - 2013 e-storm international http://www.lumapartners.com/lumascapes/display-ad-tech-lumascape/
  11. 11. Ad Exchanges • Ad Exchanges are technology platforms that facilitate the buying and selling of inventory • Sellers make their unsold inventory available on the exchange platform, provide details about content, audience and desired CPMs • Buyers can then pick the inventory and audiences they want and bid • The winner of the bid gets the ad space at a relatively low cost11 ® 1998 - 2013 e-storm international
  12. 12. Additional Definitions • Demand-Side Platform (DSP): Aggregates inventory from multiple exchanges, simplifies buying for agencies • Agency tells DSP their target audience and budget, DSP bids on impressions in real-time • Goal: Reach desired audience at the highest ROI • Examples: DataXu, Turn • Supply-Side Platform (SSP): Technology platform that enables publishers to plug into the ad exchanges, optimize selling points, automate ad sales • Goal: Sell audience to the highest bidder, maximize revenue • Examples: PubMatic, Admeld • Data Management Platform (DMP): Buyer-side platform that allows advertisers to create target audiences based on first-party and third-party data • Takes an advertiser’s first-party audience data, compares it to third-party data, then combines them into a single actionable data set • Goal: Create a well-defined target audience, generate high ROI • Examples: Quantcast, Bizo, BlueKai12 ® 1998 - 2013 e-storm international
  13. 13. Additional Definitions • Behavioral Targeting: Uses cookie data collected across multiple Web sites to predict user preferences or interests and serve relevant ads to them • Assigned a random, unique ID number and then placed in a category group, like Men 25-34 who are interested in running • Served a running shoe ad featuring a male runner • Re-targeting: Uses cookie data to serve ads to people that have previously expressed interest in the client’s product, but have not yet converted • Can be re-targeted across the Internet by using exchanges • Contextual: Place ads next to relevant content based on keywords on a particular web page • Look-Alike: DMPs gather data from an advertiser by placing pixels on the advertiser’s site. Then, they look for people across the exchanges that have similar browsing/demo behavior and serve them an ad13 ® 1998 - 2013 e-storm international
  14. 14. Test & Learn! • Many vendors offer similar targeting options and services • A solid approach: Test new vendors/tactics along with partners that have performed well on past campaigns • Allow vendors to run their campaigns for several weeks, then begin optimizing within placements • If a vendor is not meeting performance goals, reallocate to better-performing vendors or reach out to new ones14 ® 1998 - 2013 e-storm international
  15. 15. MOBILE TRENDS15 ® 1998 - 2013 e-storm international
  16. 16. A Rapidly Growing Market for Smartphones Source: http://www.kpcb.com/insights/2012-internet-trends-update16 ® 1998 - 2013 e-storm international
  17. 17. Don’t Forget About Tablets! Source: http://www.kpcb.com/insights/2012-internet-trends-update17 ® 1998 - 2013 e-storm international
  18. 18. Mobile Internet Traffic is Booming Source: http://www.kpcb.com/insights/2012-internet-trends-update18 ® 1998 - 2013 e-storm international
  19. 19. Smartphone User Activities Source: http://onlinepubs.ehclients.com/images/pdf/MMF-OPA_--_Portrait_of_Smartphone_User_-- ® 1998 - 2013 e-storm international19 _Aug12_(Public).pdf
  20. 20. Smartphone User – Content Consumption Source: http://onlinepubs.ehclients.com/images/pdf/MMF-OPA_--_Portrait_of_Smartphone_User_--_Aug12_(Public).pdf20 ® 1998 - 2013 e-storm international
  21. 21. Mobile Display Advertising – Sample Opportunities Tablet Adhesion Units Mobile Video In-App FB Mobile Newsfeed ads21 ® 1998 - 2013 e-storm international
  22. 22. Cross-Platform Consumption Source: http://onlinepubs.ehclients.com/images/pdf/MMF-OPA_--_Portrait_of_Smartphone_User_--_Aug12_(Public).pdf22 ® 1998 - 2013 e-storm international
  23. 23. The More Screens, The Better Source: Thinkwithgoogle.cominsights/library/infographics/multi-screen-world-infographic/23 ® 1998 - 2013 e-storm international
  24. 24. Cross-platform Re-targeting Drawbridge, a start-up founded by a former Google information scientist, claims to be able to target users on their mobile devices based on desktop browsing activity Have matched 200 million mobile devices back to desktops, attach an anonymous profile to both Methodology: looks at cookie data that comes with a request from a mobile or desktop browser or app to an ad exchange, uses an algorithm to assess the probability that any two cookies from different devices are associated with the same person Once they reach a threshold of certainty that two cookies represent the same person, they call it a match and can start re-targeting http://vimeo.com/4236781624 ® 1998 - 2013 e-storm international
  25. 25. Questions? Thank You!25 ® 1998 - 2013 e-storm international

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