Digital Publishers: Turn on Custom Audiences, Ramp Up CPMs
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How can publishers help advertising partners reach real people who are in-market for their products? Learn the latest research on the state of the digital advertising ecosystem for publishers. Our presenters, Stefan Tornquist, VP of Research at Econsultancy and Kathy Menis, SVP Marketing at Signal, share crucial insights from our recent survey revealing how publishers can help advertisers target the in-market consumers they want to reach and work with partners to expand their scale.
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Digital Publishers: Turn on Custom Audiences, Ramp Up CPMs
- 1. Digital Publishing: Adding Value Through Data New Research Findings Stefan Tornquist, VP Research, Econsultancy Kathy Menis, SVP of Marketing, Signal
- 2. Our speakers Stefan Tornquist VP, Research Econsultancy @SKTornquist Kathy Menis SVP, Marketing Signal @KMenis
- 3. Today The study and some context A look at the digital publisher study behind this talk Findings A look at top findings from the study Case Studies and Questions Data-driven publishing in the real world and your questions
- 4. The study • September 2015 • Highly screened (127 in final cut) • 60% have offline publishing operations • Revenues $50M+ ($200M-$500M 31% / $500-$1B 29%) • Director+ (EVP/C-suite/Board 40%)
- 5. Headwinds on a rising tide – display in context /01
- 6. The state of publishing Current trends in display advertising revenue 7% 15% 18% 34% 26% 0% 5% 10% 15% 20% 25% 30% 35% 40% Shrinking quickly Shrinking slowly Staying about the same Growing slowly Growing quickly
- 7. Challenges 18% 24% 29% 29% 30% 32% 33% 0% 5% 10% 15% 20% 25% 30% 35% None of the above Slow and disconnected marketing technology Unable to target in real time with advertisers' or partners' first-party data Unable to target in real time with 3rd-party data Unable to use live intent data to target 'in- market' consumers Inability to recognize consumers across devices Insufficient scale to recognize individuals online and across channels Top display advertising challenges – 2 choices allowed
- 8. 45% 38% 32% 30% 35% 41% 52% 37% 13% 17% 11% 27% 6% 5% 5% 6% 0% 20% 40% 60% 80% 100% We can’t compete with large publishers like Google and Facebook unless we can target known subscribers at scale. We allow users to register using universal logins from Google, Facebook, Twitter, etc., and lose data as a result. We see growth in combining our data with partners to be able to target in-market consumers on a large scale. The key advantage for large publishers like Facebook and Google is that they offer people-based targeting. Strongly agree Agree Disagree Strongly disagree Running with the alpha dogs
- 10. Current capabilities 4% 41% 41% 47% 49% 51% 57% 61% 0% 15% 30% 45% 60% 75% We cannot target based on any of these We can target by live visitor intent (behavior triggers ads or actions) We can target with shared advertiser data We can track visitor identity across devices/platforms We can target by content category We can target with applied third-party data We can target by audience type/persona We can target registered subscribers
- 11. The desktop display challenge 52% 38% 31% 28% 26% 0% 10% 20% 30% 40% 50% 60% Response speed/slow technology Limited ability to add advertiser data Limited data to work with Low rate of consumer authentication Limited integration with demand-side platforms (DSPs)
- 12. The mobile display challenge 40% 38% 31% 30% 28% 28% 0% 15% 30% 45% Limited ability to add advertiser data Response speed/slow technology Low rate of consumer authentication Limited data to work with Limited integration with demand-side platforms (DSPs) Limited cross- device tracking
- 13. PUBLISHER O&O ADVERTISER DATA W E B S I T E & M O B I L E A P P C U S T O M E R F I L E , W E B S I T E & M O B I L E A P P MEDIA PLATFORMS S U P P L Y S I D E D E M A N D S I D E NEUTRAL ID PLATFORM S E G M E N T A T I O N U IHASHED IDs HASHED IDs, ATTRIBUTES & BEHAVIORS CUSTOM AUDIENCE SEGMENT(S) SYNC PUBLISHER IDs COLLECT ADVERTISER DATA SET-UP AUDIENCE SEGMENTS • HANDLES OPT- OUT • SET-UP ALIGNS WITH PUBLISHER PRIVACY POLICY Neutral onboarding + activation platform
- 15. Capabilities and premiums 22% 25% 26% 32% 33% 35% 37% 41% 34% 34% 43% 33% 38% 41% 16% 32% 25% 13% 28% 18% 10% 22% 9% 15% 13% 7% 9% 12% 22% 9% 15% 13% 7% 9% 12% 0% 20% 40% 60% 80% 100% We can target with applied third-party data We can target by content category We can target with shared advertiser data We can target by audience type/persona We can target by live visitor intent (behavior triggers ads or actions) We can target registered subscribers We can track visitor identity across devices/platforms High premium Good premium Some premium Limited premium No premium
- 16. Applying audience data Advertiser Data Custom Segments Tailored Ads 77% “Quite” or “Highly Valuable”
- 17. A competitive advantage : the best of both worlds Data-driven identity Maximum Relevancy for Advertisers Controlled, journalistic content
- 21. Moving forward 38% 34% 31% 31% 26% 34% 47% 49% 44% 48% 22% 16% 16% 18% 25% 6% 3% 4% 7% 2% 0% 20% 40% 60% 80% 100% Adding more video inventory Adding new mobile data capabilities (cross- device identity, mobile behavior, etc.) Adding new data capabilities (live intent targeting, use of advertiser data, etc.) Adding development staff for new site features Adding content development staff for native/custom content Highest priority Significant priority On the horizon Not a priority
- 22. Lessons of high-growth publishers • High growth publishers (HGPs) aren’t waiting to be where their audience is. • Targeting by live intent data is seen as fundamental. • HGPs are better able to take advantage of advertiser data as a targeting variable. • To meet the alpha-publisher challenge, HGPs are emphasizing partnership and technology. • The ability to target known subscribers at scale is their highest priority.
- 24. YAHOO! Japan is not a Walled Garden “Our data strategy is open, that’s the key word here. Our policy is about being completely open about our data.” --Toru Takata SVP & Chief Product Officer For Marketing Solutions at Yahoo! Japan
- 25. GOALS A leading financial services company wanted to improve their digital reach for an upsell advertising campaign. The goals were to increase conversions and reduce CPA’s SOLUTION Signal’s platform enabled the advertiser to combine their data with YJ’s “online” data for cross-channel and cross-device matching. The advertiser was then able to target an audience based on specific purchase or intent behaviors to increase upsell conversion. YAHOO! Japan case study
- 26. 6x Client Conversions 778 129 +94X Ad Impressions 126,458 11,944,961 +76x Publisher Revenue ￥15,926 ￥1,210,945 Retargeting Custom Audiences YJ Custom audience case study results: higher conversions Retargeting Custom Audiences Retargeting Custom Audiences
- 28. Achieving people-based marketing at scale Difficult to do with only one source of data Data Collection Technology ?Publisher
- 30. Stop diminishing CPMs and grow premium ad inventory Premium Direct Remnant/ Open Exchange Content-based • C A T E G O R Y / C O N T E N T • S E G M E N T S ( D F P ) Programmatic Premium Premium Direct Programmatic Premium Remnant/ Open Exchange • C A T E G O R Y / C O N T E N T • S E G M E N T S ( D F P ) • C A T E G O R Y S E G M E N T S ( D F P ) • D M P C A T E G O R Y I N T E R E S T S E G M E N T S • C A T E G O R Y / C O N T E N T S E G M E N T S • R O S / R E M N A N T ( O P E N E X H A N G E ) • C A T E G O R Y / C O N T E N T S E G M E N T S • R O S / R E M N A N T ( O P E N E X H A N G E ) • C A T E G O R Y S E G M E N T S ( D F P ) • C U S T O M A U D I E N C E S • D M P C A T E G O R Y I N T E R E S T S E G M E N T S People-based
- 31. Questions? /07
- 32. Questions / Answers Stefan Tornquist VP, Research Econsultancy @SKTornquist Kathy Menis SVP, Marketing Signal @KMenis
- 33. Thank you!
Editor's Notes
- Welcome to today’s webinar The Global Conversation…from Econsultancy and Lionbridge, Switch
- Thanks very much Kathy…and a reminder to those watching the recorded version of this talk…we’re still happy to answer your questions. We’ll share our twitter handles again at the end of the presentation I’m hoping to keep my comments about the study and our findings to under half an hour…before we hear about real world examples from Kathy and take your questions.
- Respondents were disqualified if they did not have direct knowledge of their company’s ad operations, audience development or audience monetization strategy.
- We’ve divided our findings into a few sections…this one is the longest because it addresses one of the trickiest issues in any marketing organization, especially if it deals with multiple regions – how do you balance local relevance with global priorities and brand.
- When you can combine premium (controlled, quality) content with the addressability of first-party data, you can offer advertisers the best of both worlds (maximum relevancy) - works to make you an effective full-funnel solution for clients with brand and DR budgets Potential discussion of publisher site placements vs. a Google/Facebook placement (Google's bread & butter isn't content creation + Facebook has fewer control over that content since it's UGC) So, as a true journalistic, content creator publisher, the ability to scale custom audiences enables a strong value prop against the Googles, Facebooks, etc. The strategic play that publishers can make -- and that's an open neutral identity network. It's an alternative to FB's scale, but it's also different from the stand up that no one gives up their data or control. The benefits are shared and secure.
- When you can combine premium (controlled, quality) content with the addressability of first-party data, you can offer advertisers the best of both worlds (maximum relevancy) - works to make you an effective full-funnel solution for clients with brand and DR budgets Potential discussion of publisher site placements vs. a Google/Facebook placement (Google's bread & butter isn't content creation + Facebook has fewer control over that content since it's UGC) So, as a true journalistic, content creator publisher, the ability to scale custom audiences enables a strong value prop against the Googles, Facebooks, etc. The strategic play that publishers can make -- and that's an open neutral identity network. It's an alternative to FB's scale, but it's also different from the stand up that no one gives up their data or control. The benefits are shared and secure.
- Imps 半々。CVは9割
- But in order to get to this holy grail/best of both worlds, you need scale (identity at scale; quality of scale) (Figure 3) Deterministic vs. probabilistic matching (I think we should spend a minute to describe/explain the difference) Why we need deterministic: The cross-device piece is important in providing scale (maybe mention an open network is what's best here)
- But in order to get to this holy grail/best of both worlds, you need scale (identity at scale; quality of scale) (Figure 3) Deterministic vs. probabilistic matching (I think we should spend a minute to describe/explain the difference) Why we need deterministic: The cross-device piece is important in providing scale (maybe mention an open network is what's best here)
- You need a new class of inventory that clears at a higher price than behavioral segments You need to put advertisers first and give them the chance to easily buy against their own first party data You need it to work quickly and not be reliant on long chains of platforms to bring your data, as well as your advertisers to market You need it to conform to how customers engage with your site and to mix with your data Signal Custom Audiences let’s you offer a new class of inventory that your Advertisers are demanding. It gives you the ability to enable advertisers to leverage their data with your buys for targeting and personalization. It’s being used by many Advertisers across Facebook and twitter to more accurately target and buy their audiences, with the publishers gaining a higher yield It’s driven by advertiser 1st party data (2nd party to Kohl’s) so it will be highly targeted Highly targeted media leads to performance – meaning you drive a higher yield for advertisers and can get a higher CPM It grows the amount of remnant you can sell at a higher CPM as well Signal can also build category interest segments for you and your advertisers if implemented, giving you the power to own your data. Signal doesn’t sell it’s data as a third party provider, so people can’t take advantage of your data outside of your site.