The changing landscape of display & what smart marketers need to know
How Display Advertising Has Evolved and What Smart Marketers Need to KnowThank You for joining, we will begin momentarily. January 24, 2013
Agenda Welcome & Housekeeping (IAB) Overview on Display Ad Revenue Speakers ● Jonathan Schwartz, Vice President East Coast Sales at Netmining ● Introduction on how media has evolved, and where we currently are with an intro to the RTB environment, and a “non-Luma” chart on the display ecosystem. ● Dax Hamman, Chief Revenue Officer at Chango Inc ● Explanation on how Big Data, Programmatic Buying, and FBX all play a role in this new world of buying & selling. ● Amy King, VP, Product Marketing at Evidon ● The Value of Revealing the Invisible Web. ● Todd Ruback, Chief Privacy Officer at Evidon ● U.S. Self-Regulatory Program (AdChoices) and what Privacy Online means for publishers. Q&A
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How Display Advertising Has Evolved and What Smart Marketers Need to Know Netmining Jonathan Schwartz, Vice President East Coast Sales
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AUDIENCE TARGETING FOR BRANDING Marketer’s Challenge Solution Offline/Online Measurement On-demand consumer RTB – valuing Multiple devices individual users and Entertainment tune- Fragmented content minimizing waste ins consumption habits Ability to predict In-store consumer users mindset with a behavior combo of data + context Auto registrations Rich creative canvas
How Display Advertising Has Evolved and What Smart Marketers Need to Know Chango Dax Hamman, Chief Revenue Officer
Big Data simply means „more data‟, lots of it to beprecise. And it‟s unstructured and somewhat scattered.So the promise of „Programmatic Marketing‟ is to makebig data actionable, and make our marketing programsmore efficient.
Data is everywhere! 300m profiles Search data 3rd party data Conversions Your CRM Site visitssite data Conversions
And now there is FBX FBX is more than another media exchange.
✔ Lower CPMs ✔ Requires less impressions ✔ Quicker to convert ✔ Search data + FBX = highest ROICampaign data is showing positive results for buyers, a very attractivetime to try.Opinion is that this will not cause a sustainable decline in CPM.
How Display Advertising Has Evolved and What Smart Marketers Need to Know Evidon Amy King, VP, Product Marketing Todd Ruback, Chief Privacy Officer
Over $500 Billion At Stake In Online Marketing by 2015 • Billions of VentureOnline Display Advertising Capital dollars eCommerce invested $469+ billion $30+ billion • Crowded and chaotic space Web Measurement & Analytics • Significant growth Big Data $16+ billion in each market $3 billion segment 2015 Market Size Estimates: Sources: Forrester Research, eMarketer – eCommerce US only, comScore, IDC
…and a lot of ramifications… PrivacyNot fully transparent Has no opt-outwith consumers Takes long to load Unknown to half the sites where it collects data
People not only care abouttransparency, they reward it of consumers say they’re 48% more likely to purchase from companies that give them transparency and control* * Survey conducted by Toluna, published in “Cookies Outlook Begins to Clear,” Marketing Week, 13 June 2012.
U.S. Self-Regulatory Program (AdChoices) = Think: Nutritional label for ads
The DAA Principles• Education• Transparency• Consumer Control• Data Security• Material Change to Existing OBA Policy/Practices• Sensitive Data• Accountability
DAA Program Timeline JULY OCTOBER JUNE OCTOBER DAA publishes Icon program launches DAA announces 11 million+ monthly visits toOBA Practice Principles 100 program www.YourAdChoices.com participants NOVEMBER COOP page live to Web 2009 2010 2011 2012 NEXT UP •Mobile •Browser-based Control Mechanisms •Continued Global Expansion NOVEMBER FEBRUARY DAA publishes White House Multi-Site Data Principles Event & Support MARCH Global licensing programs (Europe, Canada)
Time to Get with the ProgramInvestigation can cost $100k or worse Active enforcement now
What You Need to DoUS AdChoices Program 1. Audit/monitor tracking on sites 2. License icon from DAA • Advertiser ($5,500/year at aboutads.info) 3. Disclose everything clearly to consumers on sites/in ads 4. Give consumers control, including opt-out
Disclose on Websites… Easy opt-out from each; reporting proves that the request has been sent Rich detail on each collector available
…and in Ads1 2 All vendors contributing targeting to ad
New COPPA Rule• Effective July 1, 2013• PI now includes use of “persistent identifiers” like cookies, geo-location, photos, screen names and more• Applies to website operators and third parties (eg, networks) who have actual knowledge that site is directed at children under 13• Site operators “strictly liable” for third parties on their site• Must inform parents and obtain parental consent (new mechanisms coming)
More privacy protection with• 17 million downloads• Consumers learn about tracking and/or block it• 7 million active monthly GhostRank panel• Tracks 2,800 different types of objects from over 1,200 companies on over 150mm URLs worldwide• Sees data web scanners alone miss
…that helps business too… Performance and data securityNot fully transparent Has no opt-outwith consumers Takes long to load Unknown to half the sites where it collects data
Transparency means revenue • 50+ trackers • Take 2+ seconds to load
Faster Pages Drive Better Results—Walmart • Factoid 1: Extensively A/B tested page performance and published a study showing 100 millisecond delay = 1% drop in revenue • Factoid 2: Search Engines A/B tested performance and found that a 500 millisecond delay caused a 20% drop in traffic. • Factoid 3: In an experiment across multiple retailers, a 1 second delay caused a 7% decline in conversionhttp://www.webperformancetoday.com/2012/02/28/4-awesome-slides-showing-how-page-speed-correlates-to-business-metrics-at-walmart-com/
Transparency means revenue • One tracker leads to anotherspawns • Need full visibility spawns and data control Not Authorized! • Means higher cpm
What You Need to DoWebsite Control to Protect Revenue 1. Audit/monitor tracking on sites, know who is brought in by whom 2. Confirm what vendors on your site are allowed to collect and share 3. Regularly check performance of tags on your site 4. Give consumers control, including opt-out