Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 20...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 20...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 20...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 20...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 20...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 20...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Digital Publisher of the year 2...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 20...
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 20...
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How private ad exchanges, retargeting and data can improve B2B online ad effectiveness - Admonsters Berlin j9/9/13

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How private ad exchanges, retargeting and data can improve B2B online ad effectiveness - Admonsters Berlin j9/9/13

  1. 1. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Maximising B2B advertising through private exchanges, data and retargeting @JohnMNBarnes MD Digital & Tech Incisive Media Berlin | September 8-10, 2013
  2. 2. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 l  Incisive Media is a leading, geographically diverse B2B information and events business built on continuous digital innovation with customer insight at its core. l  We serve a wide range of financial services, business technology and professional services markets globally l  Our portfolio spans magazines, newsletters, books, directories, events, exhibitions, conferences, websites, video services, business TV channels and cutting edge mobile and tablet apps l  Our underlying mission is to “connect and engage defined communities” through a branded information business with events at its core l  In 2010 and 2013 we were awarded ‘Digital Publisher of the Year’ by the UKs Association of Online Publishers Incisive Media, who are we? Maximising B2B advertisingBerlin | September 8-10, 2013
  3. 3. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 18 to ur s. s: ox w. he n. to a el. ld s. ur m hit e. Audience / Community Platform Brand 1990’ 2000’ 2010’ Short-term extensions / products Reach / Platform / Brand User engagement / Multi-screen / Synchronous use “Deep and narrow” strategy focusing on vertical communities served with print publications Focus on reach and extensions of print brands into online, and adjacent markets “Multi-screen”, web-first strategy focused on engaging communities through multiple media – web, print, tablet, mobile Risk books Risk.net Asia Risk Risk Magazine Apps Lead generation Journals and magazines Infinite publishing Emails Evolution of Incisive strategy over time 1995 1st Banner ad served 2012 1.3 Billion ad imps served Maximising B2B advertisingBerlin | September 8-10, 2013
  4. 4. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 Incisive’s ad universe 2012 Maximising B2B advertisingBerlin | September 8-10, 2013
  5. 5. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 But with the advent of the EU privacy directive in 2012 we began to realise some home truths…. l  Cookie audits revealed we were losing control of our data l  3rd party cookies were taking valuable data and changing the way digital advertising was bought and sold l  We had significant advertising revenues which we needed to retain and grow l  Mulitple device campaigns were on the increase but… -  Size of our audience and available impressions made them unattractive -  Clients were using networks who could offer volume and cheaper CPMs -  Which was driving down advertising yields -  RTB and programmatic was on the increase -  We were turning down some campaigns as we did nit have the available inventory -  Our own business required more inventory to grow events and susbscription revenues Maximising B2B advertisingBerlin | September 8-10, 2013
  6. 6. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Media coverage particularly Guardian, Campaign and eConsultancy was highlighting this…. Maximising B2B advertisingBerlin | September 8-10, 2013
  7. 7. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 So we built a private exchange… l  First stage was upgrading to Doubleclick for Publishers (DFP) premium -  Single integrated platform -  Extending DFP solution to include Bid Manager, Ad-X, Optimise and Audience -  Adding Admeld, Live Intent and OnScroll tech to our solution l  Streamlined management across platform and functionalities -  This included video, mobile audience and data management -  With a focus on monetisation and audience segmentation -  Using concept of eCPM to evaluate and tune house campaigns l  Key goals were to: -  Maximise value of inventory, and Improve trafficking efficiency -  Create new advertising opportunities, and Showcase our product offering Maximising B2B advertisingBerlin | September 8-10, 2013
  8. 8. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Incisive Ad operations 2013 now have clear objectives.. l  To maximise the opportunities and value for our advertisers, both internal and external, we have: -  increased the effectiveness of our direct and house advertising in order to maximise inventory -  taken full advantage of our high-worth audience on private exchanges and premium -  Monetised first and third party data on our own and other networks, including audience extensions and our email inventory -  And truly understood the value of our data by operating as buyers and sellers in the programmatic environment Maximising B2B advertisingBerlin | September 8-10, 2013
  9. 9. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Markets – prior to the private exchange we sold markets as verticals Maximising B2B advertisingBerlin | September 8-10, 2013
  10. 10. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Post private exchange we sell audience across verticals e.g. Lawyers Using retargeting within our own network Maximising B2B advertisingBerlin | September 8-10, 2013
  11. 11. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Most inventory is traded on data! 3rd Party Behavioral 3rd Party assumed intent 1st Party demographic l  B2B data has always been more sophisticated than B2C, it is based on actual demographics per user (1st Party) l  Because of the historic lack of B2C data, agencies and advertisers think that the current levels of data are sophisticated l  We think they are basic, because they are based on assumed intent and historical behaviour, NOT on the user demographics with intent and behaviour overlaid Maximising B2B advertisingBerlin | September 8-10, 2013
  12. 12. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Intent and behaviour data, the flaw! Johnny Tim George l  All three like Sport (particularly Cycling, Cricket and Rugby) l  Enjoy air travel, staying in hotels and eating out l  Love technology and automobiles, especially supercars such as Ferrari’s Maximising B2B advertisingBerlin | September 8-10, 2013
  13. 13. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 B2B value is in the articulation of our first party data l  But it is hard to detail our audiences using behavioural terminology. l  Third party data is “intent” driven and generic and not of specific relevance to our (b2b) advertising clients l  but it can be overlayed with existing audience segments to add a degree of targeting l  e.g.Computing registered users + visitors to Autotrader + those who have viewed car ads = qualified high net worth carbuyers Incisive 1st Party demographics 3rd Party Behavioral 3rd Party assumed intent Maximising B2B advertisingBerlin | September 8-10, 2013
  14. 14. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Intent and behaviour data – the solution! Johnny Tim George Maximising B2B advertisingBerlin | September 8-10, 2013
  15. 15. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Intent and behaviour data – the solution! Johnny Tim GeorgeJohnny Intender Maximising B2B advertisingBerlin | September 8-10, 2013
  16. 16. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Intent and behaviour data – the solution! Johnny Tim GeorgeGeorge Behavioural Intender Johnny Intender Maximising B2B advertisingBerlin | September 8-10, 2013
  17. 17. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Intent and behaviour data – the solution! Johnny Intender Tim Qualified Buyer George Behavioural Intender Maximising B2B advertisingBerlin | September 8-10, 2013
  18. 18. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Examples of Data overlays 3rd Party Behavioral 3rd Party assumed intent Incisive 1st Party demographics Maximising B2B advertisingBerlin | September 8-10, 2013
  19. 19. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Collecting first party data to enrich the exchange with quick questions
  20. 20. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 The Ad exchange hierarchy – the breakdown of less than tenth of a second Ad call one •  Given to selected partners in a private exchange at agreed minimum price (includes behavioural re-targeting) Ad call two •  Given to our direct advertisers Ad call three • Given to our house advertisers or networks at best eCPM (includes re- targeting) Maximising B2B advertisingBerlin | September 8-10, 2013
  21. 21. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 The Ad exchange hierarchy – Typical rates l  Direct Clients (IO) - £50 - £110 CPM l  Premium Networks (e.g. Martini Media/BBN) - £3-£10 CPM (depending on format, high impact formats such as billboard higher rates) l  Private Marketplace (fixed price deals) - £5-£20CPM CPM+ (depending on market and target) l  Branded Open Market ADX - £2.50-£35 CPM (depending on market/brand price floor) l  Anonymous Open Market ADX – £0.50-£2.50 CPM Maximising B2B advertisingBerlin | September 8-10, 2013
  22. 22. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Re-targeting: Agencies and networks don’t have audiences! l  All they can do is target and buy on behaviour and intent l  They cannot retarget as they do not have a first party, unique, loyal audience, therefore lacking quality l  As a result they want volume to minimise risk, and maximise discount, because there is innate waste in this approach l  Publishers can counter this by overlaying 1st party demographic data, with behaviour and intent l  This massively improves targeting, reduces volume and increases value
  23. 23. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Publishers do - Example Campaign – Risk.net 195,000 impression campaign On Risk.net Retargeted l  On Risk.net l  75,000 impressions ROS geo targeting US only = $140CPM = $10,500 l  Retargeted l  120,000 impressions via Google ad networks targeting individuals that Incisive Media has dropped a cookie on when they have visited Risk.net and seen the CME ad = $80CPM = $9,600 l  Total rate = $20,100, Total impressions = 195,000 Maximising B2B advertisingBerlin | September 8-10, 2013
  24. 24. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 l  The opportunities for publishers are : -  Building value through exclusivity and clarity on audiences for the trading desks -  Access to budgets dedicated to automated trading and a new range of clients -  Increases the value of first party data and increase the efficiency of all digital advertising -  Act as a buyer of our own inventory to value and tune house campaigns -  With a goal of a 400% increase (a 7 figure sum) in traded revenue in 2013 Incisive private exchange – creating value through exclusivity Maximising B2B advertisingBerlin | September 8-10, 2013
  25. 25. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 So what have we learned?
  26. 26. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Operating as a buyer of our own audience is giving us real insight into the quality, uniqueness and value of our data!
  27. 27. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Our audience data needs to be protected, we can see they are valuable through re-targeting, we are now buyers as well as sellers of our audience
  28. 28. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 The clients operating on the Private Exchanges are still limited and consumer focused – but we know clients will pay for niche B2B specialisms that result in small volume where yields need to be high
  29. 29. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 …oh , and that CPM is a fatally flawed metric, ‘a Crap Publishing Metric’, that rewards scale, devalues quality and does not reward specialists who spend time, money and expertise building high value audiences
  30. 30. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 So should publishers run their own private exchanges? Source: Campaignlive.co.uk 5th September 2013 Maximising B2B advertisingBerlin | September 8-10, 2013
  31. 31. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 THANK YOU john.barnes@incisivemedia.com Twitter.com/johnmnbarnes Linkedin.com/in/johnmnbarnes

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