Using specific case studies and examples, we will discuss exactly how affiliates can apply the same big data and RTB strategies used by big brands to quickly scale up media buy campaigns.

1. RAPID MEDIA BUYING AT
MASSIVE SCALE
PERFORMANCE MARKETING SUMMIT
MARCH 12, 2013
ILYA LICHTENSTEIN
COFOUNDER,

2. ABOUT ILYA
• Affiliate marketing -> creating software
• 2007: Facebook Ads
• 2009: Google Content Network
• 2010: Display Media Buys
• 2011- Co-founder,
THEME: RAPID SCALE THROUGH AUTOMATION

3. MARKETING HAS CHANGED

4. WHY DISPLAY MEDIA BUYS?
• 94% of traffic goes to organic results1
• Display still growing 20% a year2
• Large fluctuations in CPMs persist3
• Inefficient market=opportunity
1. http://searchenginewatch.com/article/2200730/Organic-vs.-Paid-Search-Results-Organic-Wins-94-of-Time
2. http://www.emarketer.com/newsroom/index.php/realtime-bidding-poised-quarter-display-spending/
3. http://www.ignitionone.com/en/about/research-white-papers.html

5. MOST MEDIA BUYS FAIL…
Long Term Campaign Performance
8%
Negative/Zero ROI
Positive ROI
92%

6. …UNTIL THEY SUCCEED
Month 1 Month 2 Month 3
Revenue $7420 $13880 $37600
Spend $12600 $16500 $22900
Total ($5180) ($2620) $14700

7. TRENDS IN DIGITAL MARKETING
• Social
• Mobile
• Dynamic
• Micro-targeted
ALL MARKETING IS
PERFORMANCE MARKETING

8. HOW BRANDS BUY MEDIA IN 2013
• Direct access to inventory
• Precise audience targeting
• Channel-specific CPA goals
• Constant split testing

9. DIRECT ACCESS TO INVENTORY

10. PRECISE AUDIENCE TARGETING

11. CHANNEL-SPECIFIC CPA GOALS

12. CONSTANT SPLIT TESTING

13. HOW TO SCALE FAST
• Go direct (broad) or RTB (micro-targeted)
• Micro-target creatives and landing pages
• Iterate towards profitability
• Automate media planning and trafficking

14. THANK YOU!
ILYA@MIXRANK.COM
@MIXRANK
WWW.MIXRANK.COM