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DataXu_Pointroll AdMythbuster Webinar - September 2011


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Digital marketing is evolving at lightning speed, resulting in a plethora of questions, myths, and preconceived notions across the ecosystem. One of the biggest questions: Can brands reach their audiences at scale with engaging rich media ads on exchange-traded inventory?

Adrian Tompsett of DataXu and Adam Carroll of PointRoll teamed up to answer the big questions and extinguish common myths once and for all. The myths busted during the webinar included:

Myth: Expandables can’t run on exchange-traded media

Myth: Exchange-traded media works best for direct-response advertisers – not for brand advertisers

Myth: Campaign performance is best measured through CPA and CTR

Myth: One size creative fits all
FACT: Expandables have outperformed their static counterparts by an average of 40-50%, and in some cases as much as 120-180%

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DataXu_Pointroll AdMythbuster Webinar - September 2011

  1. 1. BUSTED: Top Myths about Rich Media and Exchange-Traded Media Presented by:Adrian Tompsett, Director of Business Development, @DataXu Adam Carroll, Director of Business Development, @PointRoll #AdMythbusters 1
  2. 2. Key Terms: Demand Side Platform: Software platforms used to access bidded and guaranteed digital media inventory sources (display, mobile, video & social), and connect with 3rd party audience data partners to enable optimization, bidding, and campaign reporting, in real-time Real-Time Bidding (RTB): Dynamic bidding at the impression level Exchange-Traded Media: Inventory available on a non-guaranteed basis via RTB Rich Media: Interactive banner ads that enables viewers to have a full experience with a brand, without leaving the page #AdMythbusters 2
  3. 3. #1You can’t run expandable ads on exchange-traded media #AdMythbusters 3
  4. 4. There are more than 31 BILLION rich media ready impressions available each month #AdMythbusters 4
  5. 5. #AdMythbusters 5
  6. 6. #AdMythbusters 6
  7. 7. #AdMythbusters 7
  8. 8. #2 DSPs are limited to remnantexchange traded media inventory #AdMythbusters 8
  9. 9. DSPs can run guaranteedand non-guaranteed inventory #AdMythbusters 9
  10. 10. #3 DSPs are just for direct response campaigns.Campaign performance is best measured with CPA & CTR #AdMythbusters 10
  11. 11. Brands and performance advertisers can use DSPs to driveobjectives and KPIs like: brand engagement, video views, coupon downloads, and “Shares” and “Likes.” #AdMythbusters 11
  12. 12. #4Serving your “one, best creative” will drive results! #AdMythbusters 12
  13. 13. There is a “best creative” – the one uniquely optimized for each consumer. #AdMythbusters 13
  14. 14. #AdMythbusters 14
  15. 15. Case Study: Dynamic Ad GenerationFord targeted dealer information to specific geographic regions, delivering acustomized, relevant message by location, which lifted interaction rateperformance by 104%. Interaction Rate Ford Benchmark Ford Dynamic #AdMythbusters 15
  16. 16. Myths: BustedYou can’t run expandables on exchange-traded mediaDSPs are limited to remnant exchange-traded media inventoryDSPs are just for direct response campaigns, and campaignperformance is best measured through CPA and CTRServing your “one, best creative” will drive results! 16
  17. 17. Thank you! Questions?For More Information Contact: 17