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LIVErtising 2015 7 Display

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Students notes for my Admajor Master course in digital interactive communication at IHECS, Brussels

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LIVErtising 2015 7 Display

  1. 1. LIVErtising 15.7 Display
  2. 2. DigitalMobile VR Display Social media
  3. 3. Display = banner advertising
  4. 4. CTR
  5. 5. LIVErtising.NET IHECS 2014-20155
  6. 6. LIVErtising.NET IHECS 2014-20156
  7. 7. LIVErtising.NET IHECS 2014-20157
  8. 8. The adserve
  9. 9. User visits webpage Impression counted & visit recorded ANALYTICS tag
  10. 10. User visits webpage Impression counted & visit recorded Criteria are checked A D S E R V E R Ad is selected Ad is “served” Ad impression is recorded Page (re)loads with the ad tag
  11. 11. User visits webpage Impression counted & visit recorded Criteria are checked A D S E R V E R Ad is selected Ad is “served” Ad impression is recorded Page (re)loads with the ad
  12. 12. Criteria are checked
  13. 13. https://youtu.be/Y9Y4Efyxmk4?list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
  14. 14. TARGETING: • CONTEXTUAL • BEHAVIOURAL
  15. 15. Does this sound familiar?
  16. 16. REmarketing REtargeting
  17. 17. LIVErtising.NET IHECS 2014-201524
  18. 18. LIVErtising.NET IHECS 2014-201525
  19. 19. http://www.example-site.com http://www.example-site.com/sports http://www.example-site.com/sports/basketball http://www.example-site.com/sports/football List name: ”Category Sports" List definition: "URL contains sports” http://www.example-site.com/?category_id=23&product_id=456 List name: “Category electronics” List definition: URL contains category_id=23
  20. 20. TARGETING: • CONTEXTUAL • BEHAVIOURAL • RETARGETING • DAYTIME TARGETING • GEOLOCATION
  21. 21. Ad Exchange Programmatic media/adv/mktg RTB
  22. 22. The term Programmatic media (a.k.a. programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement and optimisation of media inventory, in turn replacing human-based methods.
  23. 23. The term Programmatic media (a.k.a. programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement and optimisation of media inventory, in turn replacing human-based methods.
  24. 24. The term Programmatic media (a.k.a. programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement and optimisation of media inventory, in turn replacing human-based methods.
  25. 25. https://youtu.be/1C0n_9DOlwE?list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
  26. 26. Inventory Impressions CPM
  27. 27. 40% 56%
  28. 28. https://youtu.be/-Glgi9RRuJs
  29. 29. http://www.iabuk.net/resources/handbooks/iab-future-of- display-trading-guide
  30. 30. Why?
  31. 31. http://www.mediapost.com/publications/article/190896/real-time-trading-emerges-as-second-fastest-ad-sec.html
  32. 32. LIVErtising.NET IHECS 2014-201559
  33. 33. LIVErtising.NET IHECS 2014-201560 17 to 30% 50% 99%

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