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Adform RTB keynote 10-02-2015

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Keynote at Adform event about Real Time Bidding (RTB) with our client case of Essent.

"RTB first-mover advantage for Belgian advertisers" By Möbius Franssen.

Published in: Business
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Adform RTB keynote 10-02-2015

  1. 1. Adform keynote RTB first-mover advantage for Belgian advertisers Steven Soers (essent.be) Möbius Franssen (Intracto)
  2. 2. Story & Strategy Steven Soers (essent.be)
  3. 3. essent.be Strategy • Being visible during ‘key moments’ – Moving, Marriage, Building a house, … • Pushing brand awareness • Keeping a sharp price perception – Using different propositions and promotions • Structural online presence without overkill
  4. 4. essent.be Strategy
  5. 5. • Fits inside our channel mix as important push & retargeting channel for brand awareness and a strong online presence without overkill by using frequency caps and banner rotations • Key moments: Interest targeting, domain push and exclusion, specific inventory, retargeting specific tracking points • Provides an easy platform for quick creative changes How does RTB help our strategy?
  6. 6. essent.be RTB Fun Facts • Active since 2013 • 500.000.000+ impressions and counting • Tracking tool for third party campaigns • 50% awareness 50% retargeting • 50% VL 50% WL
  7. 7. essent.be Banners • Rotation of creatives and propositions • A/B test different variations
  8. 8. essent.be Video • Skip- vs non-skippable • High CPM • High CTR
  9. 9. essent.be Rich Media • 3D box – Leaderboard – Halfpage – IMU
  10. 10. essent.be Rich Media • Learnings: – More interaction – Higher CTR – Targeting advantage of RTB
  11. 11. Tactics & Optimisation Möbius Franssen (Intracto)
  12. 12. RTB optimisation • Bid changes • Boost win rate % • Push performing networks • Exclude irrelevant domains
  13. 13. RTB optimisation • Admantx – Advanced segmentation and brand safety • Rich media – Against banner blindness • Deal ID’s – Premium packages with local publishers (quality over quantity) • Keeping sanity level – Not pushing the brand but rather the proposition – Frequency capping
  14. 14. Performance over time • CPM • CPC
  15. 15. Retargeting • Specific tracking points • Exclude converted visitors • DCO (product retargeting)
  16. 16. Future of RTB • Growing demand for RTB campaigns • Continuously growing network • Even more programmatic - data driven • Growing number of high-impact formats • Importance of social media • Focus on interaction via lead generation
  17. 17. Questions? Steven Soers (essent.be) @soeshy Möbius Franssen (Intracto) @MobiusFranssen
  18. 18. Adform keynote Thank You Steven Soers (essent.be) @soeshy Möbius Franssen (Intracto) @MobiusFranssen

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