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The Evolution of Display Advertising

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This presentation will covered the display advertising ecosystem & how display bought & sold, including overview of key players & concepts like, Real Time Bidding, Ad Exchanges, Demand Side Platforms, Data Management Platforms & Ad Servers.

Published in: Internet
  • Great overall treatment of the value chain in programmtic ad tech. It becomes clear why a revolution is coming wherein advertisers can and should always expect to measure return on intvestment for specific advertising campaigns. Gone are the days of allocating blind marketing budget allocations into a general advertising bucket - with hope as the expected outcome! Investment decisions in specific imagery+copy directed at specific recipient profiles, and measuring the response rates are the expectations moving forward with the acceleration of avaiable capabilities in ad tech to measure outcomes for very specific actions at well defined cost points!
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The Evolution of Display Advertising

  1. 1. Intelligence asset and property © AdPlus 2015 all right reserved theevolutionofDisplay Advertising
  2. 2. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Publisher Advertiser / Agency buys directly from Publisher’s sales team HOW DISPLAY BOUGHT & SOLD DURATION BASE BUYING    PREMIUM PUBLISHERS
  3. 3. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Publisher How about long tile sites? How can advertiser access this giant inventory? HOW DISPLAY BOUGHT & SOLD DURATION BASE BUYING    & many more… LONG TAIL PUBLISHERS PREMIUM PUBLISHERS
  4. 4. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Publisher Advertiser / Agency buys directly from Publisher’s sales team HOW DISPLAY BOUGHT & SOLD & many more… Advertiser Agency Publisher Ad Network Advertiser / Agency buys from Ad Network Buying method: • CPM • CPC • CPV • CPA LONG TAIL PUBLISHERS
  5. 5. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Publisher Ad Network Advertiser / Agency buys from Ad Network Ad Exchange Advertiser Agency Publisher Advertiser / Agency buys directly from Publisher’s sales team Note: Increasingly, Publishers & Ad Networks are using Real-Time Bidding (RTB) & Ad Exchanges • Sell premium inventory through private exchanges • Augment their inventory to fill demand HOW DISPLAY BOUGHT & SOLD
  6. 6. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Publisher HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  7. 7. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Publisher Ad Network HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  8. 8. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Ad Exchange Publisher Ad Network HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  9. 9. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Platform that enable media & audience buying in real time on ad exchange Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Demand Side Platform Ad Exchange Publisher Ad Network HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  10. 10. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Platform that enable media & audience buying in real time on ad exchange Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Demand Side Platform Ad Exchange Publisher Ad Network Supply Side Platform HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  11. 11. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Platform that enable media & audience buying in real time on ad exchange Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Agency Trading Desk Demand Side Platform Ad Exchange Publisher Ad Network Supply Side Platform A platform that uses data & technology to help advertisers more effectively purchase audiences at scale across digital media HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  12. 12. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Platform that enable media & audience buying in real time on ad exchange Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Agency Trading Desk Demand Side Platform Ad Exchange Publisher Ad Network Supply Side Platform Ad Server Cross publisher ad serving with centralized creative management, campaign management & reporting A platform that uses data & technology to help advertisers more effectively purchase audiences at scale across digital media HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  13. 13. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Platform that enable media & audience buying in real time on ad exchange Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges Provide the publisher & ad network with central location where they can manage their campaigns, creative & reporting Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Agency Trading Desk Demand Side Platform Ad Exchange Publisher Ad Network Ad Server Supply Side Platform Ad Server Cross publisher ad serving with centralized creative management, campaign management & reporting A platform that uses data & technology to help advertisers more effectively purchase audiences at scale across digital media HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  14. 14. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Platform that enable media & audience buying in real time on ad exchange Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges Provide the publisher & ad network with central location where they can manage their campaigns, creative & reporting Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Providers of compiled data for display audience targeting & analysis, may specialize in consumer, business or offline-online data Agency Trading Desk Demand Side Platform Ad Exchange Publisher Ad Network Ad Server Supply Side Platform 3rd Data Provider Ad Server Cross publisher ad serving with centralized creative management, campaign management & reporting A platform that uses data & technology to help advertisers more effectively purchase audiences at scale across digital media HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  15. 15. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation Platform that enable media & audience buying in real time on ad exchange Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges Provide the publisher & ad network with central location where they can manage their campaigns, creative & reporting Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume Audience management consolidates audience data from various sources to help advertisers manage their audience communications & marketing program more efficiently Providers of compiled data for display audience targeting & analysis, may specialize in consumer, business or offline-online data Agency Trading Desk Demand Side Platform Ad Exchange Publisher Ad Network Ad Server Supply Side Platform Data Management Platform 3rd Data Provider Ad Server Cross publisher ad serving with centralized creative management, campaign management & reporting A platform that uses data & technology to help advertisers more effectively purchase audiences at scale across digital media HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  16. 16. Intelligence asset and property © AdPlus 2015 all right reserved DSP BENEFIT Drive conversions by reaching high intent audiences in real time at scale across the web • Retargeting (1st party data) • Prospecting  Look-alike models  3rd party data  Category, site Audience Targeting
  17. 17. Intelligence asset and property © AdPlus 2015 all right reserved DSP BENEFIT Drive conversions by reaching high intent audiences in real time at scale across the web • Retargeting (1st party data) • Prospecting  Look-alike models  3rd party data  Category, site • Efficient audience buying in real time • Optimized to advertiser’s objective Audience Targeting Real Time Bidding (RTB)
  18. 18. Intelligence asset and property © AdPlus 2015 all right reserved DSP BENEFIT Drive conversions by reaching high intent audiences in real time at scale across the web • Retargeting (1st party data) • Prospecting  Look-alike models  3rd party data  Category, site • Efficient audience buying in real time • Optimized to advertiser’s objective Across top ad exchanges • Appnexus • Facebook Exchange • Pubmatic • OpenX • Rubicon • Microsoft Advertising Exchange • Doubleclick Audience Targeting Real Time Bidding (RTB) Across the Web
  19. 19. Intelligence asset and property © AdPlus 2015 all right reserved • Allows display inventory to be purchased at the individual impression level • Bidding happens in milliseconds before the ad & webpage is viewed by the user Real Time Bidding (RTB) DISPLAY ADVERTISING KEY TERMS
  20. 20. Intelligence asset and property © AdPlus 2015 all right reserved • Allows display inventory to be purchased at the individual impression level • Bidding happens in milliseconds before the ad & webpage is viewed by the user • Marketplace where ad inventory is bought & sold in an auction environment • Publisher inventory is auctioned to advertisers through Real-Time Bidding • Publishers maximize the price for their inventory & advertiser’s purchase individual impressions at a fair value Real Time Bidding (RTB) Ad Exchange DISPLAY ADVERTISING KEY TERMS
  21. 21. Intelligence asset and property © AdPlus 2015 all right reserved • Allows display inventory to be purchased at the individual impression level • Bidding happens in milliseconds before the ad & webpage is viewed by the user • Marketplace where ad inventory is bought & sold in an auction environment • Publisher inventory is auctioned to advertisers through Real-Time Bidding • Publishers maximize the price for their inventory & advertiser’s purchase individual impressions at a fair value • Demand-Side Platform (DSPs) enable an advertiser to access ad exchanges • Evaluates & bids each individual impression through RTB based on what is known about the user Real Time Bidding (RTB) Ad Exchange Demand-Side Platform (DSP) DISPLAY ADVERTISING KEY TERMS
  22. 22. Intelligence asset and property © AdPlus 2015 all right reserved • Real-Time Bidding (RTB) & Audience buying • Centralized campaign management • Global controls • Unified campaign tracking & reporting • Optimization to meet the advertiser’s objective Demand-Side Platform (DSP) Features HOW IT WORKS
  23. 23. Intelligence asset and property © AdPlus 2015 all right reserved • Real-Time Bidding (RTB) & Audience buying • Centralized campaign management • Global controls • Unified campaign tracking & reporting • Optimization to meet the advertiser’s objective • Publisher makes their ad inventory available in the ad exchange • The ad exchange holds an auction for each impression • A bid request is sent to each DSP, who will place a bid on behalf of the advertisers • DSP evaluates each impression & determines bid amount based on its value to advertiser • Winning bid is chosen & ad is shown on the publisher site • Process takes milliseconds Demand-Side Platform (DSP) Features Real-Time Bidding (RTB) Process HOW IT WORKS
  24. 24. Intelligence asset and property © AdPlus 2015 all right reserved CAMPAIGN PERFORMANCE MARKETING FUNNEL How to use Demand-Side Platform to meet your marketing objectives across the marketing funnel Retargeting Meet lower-funnel objectives • Retarget high-intent audiences • Direct Respond • Conversion • Acquisition • Download • Form Submission Campaign Objective Action
  25. 25. Intelligence asset and property © AdPlus 2015 all right reserved CAMPAIGN PERFORMANCE MARKETING FUNNEL How to use Demand-Side Platform to meet your marketing objectives across the marketing funnel Prospecting Meet upper-funnel objectives • Category targeting • 3rd party behavioral data • Look-alike audience Retargeting Meet lower-funnel objectives • Retarget high-intent audiences • Brand awareness • Positioning • Change Perception • Favorability • Engagement • Direct Respond • Conversion • Acquisition • Download • Form Submission Campaign Objective Action
  26. 26. Intelligence asset and property © AdPlus 2015 all right reserved User visit a website User leave a website We tracked them User surf different websites & see your ads Drive them back to your site
  27. 27. Intelligence asset and property © AdPlus 2015 all right reserved RETARGETING SEGMENTS VERTICAL • Abandoned Shopping Cart • Product pages • Home page • Dealer locator • Build a car • Test drive request • Car loan • Vehicles pages • Home pages • Booking process abandoners • Search flight, hotel, car rental • Vacation packages • Home page • Credit card/mortgage application abandoners • Mortgage calculator • Home page • Form / info request • Whitepaper / demo download • Product pages • Home page Retail Autos Travel Business & Finance Technology
  28. 28. Intelligence asset and property © AdPlus 2015 all right reserved  Top of mind  Driving back to your website  Converting to customer Retargeting keep your business
  29. 29. Intelligence asset and property © AdPlus 2015 all right reservedIntelligence asset and property © AdPlus 2015 all right reserved “Data Management Platform compiles audience data from various sources & makes it actionable for cross channel marketing” It can ingest disparate data sources including first, second & third party data & it’s where the data is normalized & standardized & audience segments are created for syndication to external ad targeting & content delivery platforms
  30. 30. Intelligence asset and property © AdPlus 2015 all right reserved Online site behavior Offline Databases (CRM, call center) Partner Data 3rd Party Data ADVERTISERS CHALLENGE Data is in silos & difficult to act upon Data adjustment
  31. 31. Intelligence asset and property © AdPlus 2015 all right reserved Audience Data Ingestion Identify & Segment Multi-Channel Delivery THE POWER OF AUDIENCE TARGETING 1st Party Data • Online & offline data • Site visitors / web analytics • CRM 2nd Party Data • Partner data 3rd Party Data • Data partner integrations Display ad Website Search Social Video Mobile • Identify & segment high- value audiences • Syndicate to targeting platforms • Look-alike modeling • One view of marketing effectiveness
  32. 32. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Publisher Ad Network Advertiser / Agency buys from Ad Network Advertiser Agency Agency Trading Desk Demand Side Platform Ad Exchange Publisher Ad Network Ad Server Sell Side Platform Ad Server Advertiser / Agency buys audiences from Ad Exchanges via Demand-Side Platform (DSP) Advertiser Agency Publisher Advertiser / Agency buys directly from Publisher’s sales team Note: Increasingly, Publishers & Ad Networks are using Real-Time Bidding (RTB) & Ad Exchanges • Sell premium inventory through private exchanges • Augment their inventory to fill demand RECAP HOW DISPLAY BOUGHT & SOLD
  33. 33. Intelligence asset and property © AdPlus 2015 all right reserved PROGRAMMATIC USP’s Advertiser can access audiences from premium, long tail publishers & ad exchange Providing creative production solution & services Advertiser can manage their campaign across all ad inventory in one place Dedicated team who is responsible for setting up, monitoring & optimizing campaign Ensure your ads appear alongside the appropriate content Designed to work on any platform Cross-publisher, network & exchange Creative solution & management Centralized reporting for all display campaigns Account management Brand safe delivery Cross platform
  34. 34. Intelligence asset and property © AdPlus 2015 all right reserved Where we located PT. AdPlus Digital Solusindo Kemang Timur No.90, Jakarta 12730, Indonesia P +6221 7181245 F +6221 7181245 www.adplus.co.id Intelligence asset and property © AdPlus 2015 all right reserved
  35. 35. Intelligence asset and property © AdPlus 2015 all right reserved Thank You! Hermawan Kusuma Head of Business Development AdPlus hermawan.kusuma@adplus.co.id

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