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Choosing the Right Trading Desk for Your Display Programmatic Buying

Acquisio
Acquisio
AcquisioEntrepreneur and Performance Marketing Expert at Acquisio

This is the first year in the history of advertising where display has surpassed spending on search in the US, and for agencies leaving display out of their marketing mix, there’s no better time than now to find the right trading desk to help you run and manage your clients display advertising. With so many display buying services and vendors out there, it can be overwhelming to find exactly what fits your needs. Whether your agency is just getting started in display or if you’re looking for a new more transparent display management solution, here are the questions you should ask in order to understand exactly what you’ll be getting from an agency trading desk.

Choosing the Right Trading Desk for Your Display Programmatic Buying

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Choosing the Right Trading Desk for
Your Display Programmatic Buying
Our Speaker
Maria Coletta
Director of the Acquisio Trading Desk
• The webinar is recorded and will be made
available by email
• The slides will also be available by email
• Q&A session at the end of the webinar
• Use the Chat box to submit your questions at any
time
Housekeeping
Poll Question
Are you currently using a trading desk for display?
a) Yes
b) No
c) I’m Looking
32%
11%
11%
10%
9%
7%
6%
4%
3%
Other:
Admeta
Adscale
Adskom
Beanstock
Media
CCI
Centro
Exchange
Falk Real
Time
GumGum
Improve
Digital
Xaxis
Marketplace
Zedo
ATD ACCESSES EVERY MAJOR AD EXCHANGE
• ATD has access to every
major exchange and
SSP including the
Facebook Exchange
(FBX)
• 2 MILLION QPS- Query
per Second with strong
Bidding Centers
• Scale in 150+ countries
If you are running only on
the Google Display
Network (GDN), you are
accessing a tiny portion of
the DoubleClick Ad
Exchange, rendering
Retargeting more difficult
& far less efficient
ATD OFFERS ACCESS TO A LARGE VIDEO FOOTPRINT
• Don’t limit your video
campaigns to one slice of
the universe
• A large video footprint
allows for a plethora of
inventory coupled with
lower cost
• Running only ‘You Tube’
video is limiting as the
REAL focus should be to
connect with your
audience no matter
where they are!
One Single Network is
Not Enough!

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Choosing the Right Trading Desk for Your Display Programmatic Buying

  • 1. Choosing the Right Trading Desk for Your Display Programmatic Buying
  • 2. Our Speaker Maria Coletta Director of the Acquisio Trading Desk
  • 3. • The webinar is recorded and will be made available by email • The slides will also be available by email • Q&A session at the end of the webinar • Use the Chat box to submit your questions at any time Housekeeping
  • 4. Poll Question Are you currently using a trading desk for display? a) Yes b) No c) I’m Looking
  • 5. 32% 11% 11% 10% 9% 7% 6% 4% 3% Other: Admeta Adscale Adskom Beanstock Media CCI Centro Exchange Falk Real Time GumGum Improve Digital Xaxis Marketplace Zedo ATD ACCESSES EVERY MAJOR AD EXCHANGE • ATD has access to every major exchange and SSP including the Facebook Exchange (FBX) • 2 MILLION QPS- Query per Second with strong Bidding Centers • Scale in 150+ countries If you are running only on the Google Display Network (GDN), you are accessing a tiny portion of the DoubleClick Ad Exchange, rendering Retargeting more difficult & far less efficient
  • 6. ATD OFFERS ACCESS TO A LARGE VIDEO FOOTPRINT • Don’t limit your video campaigns to one slice of the universe • A large video footprint allows for a plethora of inventory coupled with lower cost • Running only ‘You Tube’ video is limiting as the REAL focus should be to connect with your audience no matter where they are! One Single Network is Not Enough!
  • 7. ATD’s GRANULAR TARGETING CAPABILITIES Targeting by Ad Group Time of Day & Day of Week Radial Targeting Targeting by ad format & Targeting by creative Targeting by Language & Data element targeting Site Category Targeting & Targeting by supply vendor Targeting by browser & Targeting by operating system Device targeting Targeting by mobile device, make or model Recency TargetingFrequency Targeting Placement on Page targeting
  • 8. CLIENT REPORTS – HIGH DEFINITION REPORTING Ad Group Performance Fold Video Site – Category Frequency Site Ad Format Supply Vendor Creative Time of Day Day of Week Browser Device Recency Data Element Language What is included in the HD reports?
  • 10. ATD’s ATTRIBUTION CAPABILITIES Refreshing your Cookie Pool through Prospecting is Key to Performance Prospecting Strategy View/Click Ad Redirected to Client Site & Cookied User Retargeted User Converts Conversion Details Report Prospecting Strategy Converted
  • 11. ATD’s NEW CROSS CHANNEL ATTRIBUTION CAPABILITIES Coming Soon! ATD’s Unique Search Attribution directly from the Acquisio Centralized Reporting Platform Identify what Device the search click-converted retargeted impression actually derived from Pinpoint the Search Query Position of the original first party data Report on the actual Search Provider the first party search data originated from (Adwords, Bings Ads, etc) Retargeting directly from BBM filtered search campaigns will garner premium results The cookie pool is purely from Search & not outside sources (ie: Social) and will lead to clear and adequate insights.
  • 12. OPTIMIZING TOWARD CAMPAIGN PERFORMANCE POPULATE DATAPULL LEVERS VIEW INSIGHTS ATD is set up so that for every targetable variable, buyers can TAKE CONTROL when needed or AUTOMATE when appropriate Some Desks offer a purely Automated solution leaning heavily on algorithms as turnkey solutions. Issues with this: • Algorithms can handle most of the quantitative analysis, but not the qualitative • The algorithmic “learn mode” is long and expensive or short and ineffective/volatile • Traders can streamline this time frame by making experienced and intuitive decisions • Marketing is a social science that requires context • A machine crunching numbers without context may be heading down a wormhole (optimizing towards click bots, etc.)
  • 13. Machines offer no reporting or insights into attribution, conversion details, or targetable factors. Without access to insights, performance is NOT repeatable. ATD takes control on every targetable variable when needed or automate when appropriate. Campaign Managers can use Man and Machine to properly optimize campaigns. ATD differs from the competitors in that we don't rely solely on Machine, as algorithms can handle most of the quantitative analysis, but not the qualitative. The algorithmic mode can either be long and expensive or short & ineffective. Managers streamline this time frame by making experienced and intuitive decisions. MERGING MAN AND MACHINE
  • 14. ATD CPM RANGES PER STRATEGY Compare ATD's eCPM Price Ranges per Strategy with other Vendors to determine if your campaigns are being gauged! ATD has found the overall sweet spot CPM for strategies: Contextual Targeting $0.75-$1.50 CPM Contextual Targeting Audience/Behavioral Data Alliance Targeting $1.00-$1.50 CPM Contextual Targeting Audience/Behavioral Audience/Behavioral Targeting on a Fixed CPM $2.00-$4.00 CPM Video PreRoll $11.00-$14.00 CPM Video Event Retargeting $9.00-$14.00 CPM In- App Mobile Targeting $0.45–$1.00 CPM Channel Targeting $0.30-$1.25 CPM Look Alike Modeling, Keyword Search & Yahoo Targeting $1.00-$3.00 CPM Outlook Targeting & Predictive Audience $1.00-$2.00 CPM FBX Retargeting & Household Extension Retargeting. $0.50- $2.00 CPM Outlook, Yahoo & YouTube Retargeting $0.50-$1.00 CPM Retargeting & Prospecting eCPM
  • 15. BRANDING/CTR CASE STUDY Client Type: Car Dealership for Honda Campaign ran in the United States Campaign Breakdown Goal: 0.07 CTR & $1.00 CPC • Overall CPM: $1.24 • Overall CPC: $0.79 • Overall CTR: 0.14% Campaign Overview Goal: • The client was solely focused on obtaining the lowest CPC possible. They also wanted to build brand awareness and drive qualified traffic to its site – specifically, prospective customers who are currently in market for a new car. The CTR Goal was 0.07 CTR & the CPC Goal was $1.50 Solution: • In order to achieve the campaign goal, we focused on prospecting . All the Ads were delivered in contextually relevant sites Results Achieved: • The campaign achieved a CTR of 0.14%, or 100% above the goal of 0.07% and a CPC of $0.79 or 21% below the client’s goal of $1.00
  • 16. ROAS/ROI DRIVEN CAMPAIGN– CASE STUDY Client Type: Online Fragrance E-Commerce Company Campaign ran in North America Campaign Breakdown: • Campaign Scope: 3 months • Goal: 300% ROAS and a $15 CPA • Overall CPA: $5.28 • Overall CPM: $1.20 • Overall ROAS: 1208% Campaign Results: • Based on the $15 CPA and 300% ROAS objectives, campaign performance was: • 65% lower than the set CPA goal • 403% improvement over the set ROAS goal
  • 17. ATD TRANSPARENCY - SITE LISTS
  • 18. ATD UNIQUELY OPTIMIZES RETARGETING CAMPAIGNS Building Customizable Recency Schedules Bidding higher/lower for recent/older prospects Recency Flexibility Recency capping: Avoid displaying ads to users 30+ days after they visit your website Frequency Capping Controls how many Retargeted Impressions are being delivered to the User in a Specific Time Period
  • 19. HOW ATD USES FIRST BUCKET RECENCY Retargeting: First Bucket Strategy This is one of the most effective performance driven strategies. Bidding specifically and more aggressively on cookies born within the first 12 hours of being captured, as they tend to be the most coveted and reflective of best ROI 2nd Adgroup: Retargeting 1st Ad Group: First Bucket Retargeting No threat of double bidding
  • 20. ATD OFFERS A WIDE ARRAY OF EXCHANGES WITH FREQUENT ADDITIONS TO THE CURRENT CATALOGUE
  • 21. KEY ATD INTEGRATIONS – DMP, CONTEXTUAL, DCO, Quality Alliance™
  • 22. MOBILE INVENTORY INTEGRATIONS PIPELINE INTEGRATIONS EXISTING PARTNERS ONGOING INTEGRATIONS
  • 23. For the first time, you can execute guaranteed Premium buys and launch it Programmatically. For example, if buying CNN.com inventory through the PMP, ATD will optimize the campaign with all levers available through RTB buys. Ie: Day of Week, Time of Day, etc. It is not possible to granularly optimize this way directly through the Publisher. PRIVATE MARKETPLACE (PMP) OR DEAL ID
  • 24. Despite growing measures towards ensuring RTB quality traffic, the universe is so vast that it’s sometimes risky to only run with a Global Block List. The Global Block List is updated by continually removing any offending IP Addresses or URL’s, yet when your Brand’s reputation is on the line, it is highly recommended to incorporate additional premium traffic filter measures Brand Safety Features, Viewability and Suspicious Activity. New Brand Safety Features does not allow any Adult, Alcohol, Drug, Hate Speech, Illegal Download or Offensive Language Content to come into contact with your client’s Brand Viewability targets the Top 10-75% of Impressions most likely to be viewed for the longest time Suspicious Activity Blocks Very High Risk sites above and beyond the ATD’s daily updated Block Lists which are already in place. DISPLAY VIEWABILITY, BRAND SAFETY AND SUSPICIOUS ACTIVITY
  • 25. FREQUENCY TRANSPARENCY Display Strategies Baseline F-Caps FBX RIGHT HAND SIDE 1/2 CONTEXTUAL (NATIONWIDE) 1/24 CONTEXTUAL (NARROW GEO) 1/12 RETARGETING (SMALL USER POOL) 1/1 RETARGETING (LARGE USER POOL) 1/2 ROE – BROAD GEO 1/48 ROE – NARROW GEO 1/24 ROE – NATIONWIDE 1/72 • Target your users without being intrusive or annoying • Don’t bombard your audience with aggressive Frequency Caps • Advertisers require vendor Frequency Transparency in order to protect their client’s brands!
  • 26. HOW ATD DIFFERS FROM ITS COMPETITORS ATD Offers No Extra Cost for: 3rd Party Data Alliance Price Model Transparency Unique Recency Data High Definition Reporting 48 Hour Out Clause & Low Commitment IOs White Labelling Storage of 1st Party data Use of DMP Algorithms Audience Insight Reporting Reporting
  • 27. Poll Question Are you interested in learning more? a) Yes b) No

Editor's Notes

  1. Tim