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BUSTED: Top Myths about Rich Media and Exchange-Traded Media

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Join Adrian Tompsett of DataXu and Adam Carroll of PointRoll as they team up to answer the big questions and extinguish common myths once and for all, including:
• 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%

View this webinar to hear these and other myths get busted. You’ll also hear about recent campaigns – featuring both targeted and interactive rich media ads.

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BUSTED: Top Myths about Rich Media and Exchange-Traded Media

  1. 1. BUSTED: Top Myths about Rich Media and Exchange-Traded Media Presented by:Adrian Tompsett, Director of Business Development, @DataXuAdam Carroll, Director of Business Development, @PointRoll<br />#AdMythbusters<br />
  2. 2. Key Terms:<br />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<br />Real-Time Bidding (RTB): Dynamic bidding at the impression level<br />Exchange-Traded Media: Inventory available on a non-guaranteed basis via RTB <br />Rich Media: Interactive banner ads that enables viewers to have a full experience with a brand, without leaving the page <br />#AdMythbusters<br />
  3. 3. #1<br />You can’t run expandable ads on exchange-traded media<br />#AdMythbusters<br />
  4. 4. There are more than 31 BILLION rich media ready impressions available each month <br />#AdMythbusters<br />
  5. 5. #AdMythbusters<br />
  6. 6. #AdMythbusters<br />
  7. 7. #AdMythbusters<br />
  8. 8. #2<br />DSPs are limited to remnant exchange traded media inventory<br />#AdMythbusters<br />
  9. 9. DSPs can run guaranteed and non-guaranteed inventory <br />#AdMythbusters<br />
  10. 10. #3<br />DSPs are just for direct response campaigns. Campaign performance is best measured with CPA & CTR<br />#AdMythbusters<br />
  11. 11. Brands and performance advertisers can use DSPs to drive objectives and KPIs like: brand engagement, video views, coupon downloads, and “Shares” and “Likes.” <br />#AdMythbusters<br />
  12. 12. #4<br />Serving your “one, best creative” will drive results!<br />#AdMythbusters<br />
  13. 13. There is a “best creative” – the one uniquely optimized for each consumer.<br />#AdMythbusters<br />
  14. 14. #AdMythbusters<br />
  15. 15. Case Study: Dynamic Ad Generation<br />Interaction Rate<br />Ford Benchmark<br />Ford Dynamic<br />Ford targeted dealer information to specific geographic regions, delivering a customized, relevant message by location, which lifted interaction rate performance by 104%.<br />#AdMythbusters<br />
  16. 16. Myths: Busted<br />You can’t run expandables on exchange-traded media<br />DSPs are limited to remnant exchange-traded media inventory<br />DSPs are just for direct response campaigns, and campaign performance is best measured through CPA and CTR<br />Serving your “one, best creative” will drive results!<br />
  17. 17. Thank you!<br />Questions?For More Information:Adrian Tompsett, DataXuatompsett@dataxu.com<br />Adam Carroll, PointRollacarroll@pointroll.com<br />

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