LIVErtising 2018 06 Digital display advertising

1. LIVErtising.net 1 10 LIVErtising 18.06

2. LIVErtising.net 1 10 Have you ever clicked here? LIVErtising 18.06

3. LIVErtising.net 1 Identity

4. LIVErtising.net Display = banner* advertising

5. LIVErtising.net Display = banner* advertising

6. LIVErtising.net CTR / performance

7. LIVErtising.net 5

10. LIVErtising.net 6 https://www.iab.com/wp-content/uploads/2017/12/IAB-Internet-Ad-Revenue-Report-Half-Year-2017-REPORT.pdf

11. LIVErtising.net 6 https://www.iab.com/wp-content/uploads/2017/12/IAB-Internet-Ad-Revenue-Report-Half-Year-2017-REPORT.pdf

15. LIVErtising.net 2 the ADserver

16. LIVErtising.net 9 Adserver basics: tags and bids https://wiki.appnexus.com/display/industry/Ad+Tags

17. LIVErtising.net User visits webpage

18. LIVErtising.net User visits webpage Impression counted & visit recorded

19. LIVErtising.net User visits webpage Impression counted & visit recorded ANALYTICS

20. LIVErtising.net User visits webpage Impression counted & visit recorded ANALYTICS tag

21. LIVErtising.net User visits webpage Impression counted & visit recorded ANALYTICS tag

22. LIVErtising.net User visits webpage Impression counted & visit recorded tag

23. LIVErtising.net User visits webpage Impression counted & visit recorded Criteria are checked tag

24. LIVErtising.net User visits webpage Impression counted & visit recorded Criteria are checked tag

25. LIVErtising.net User visits webpage Impression counted & visit recorded Criteria are checked A D S E R V E R tag

26. LIVErtising.net User visits webpage Impression counted & visit recorded Criteria are checked A D S E R V E R Ad is selected tag

27. LIVErtising.net User visits webpage Impression counted & visit recorded Criteria are checked A D S E R V E R Ad is selected Ad is “served” tag

28. LIVErtising.net 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 tag

29. LIVErtising.net 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

32. LIVErtising.net https://youtu.be/bA2Q-QzZDXQ

36. LIVErtising.net https://www.iab.com/wp-content/uploads/2017/12/IAB-Internet-Ad-Revenue-Report-Half-Year-2017-REPORT.pdf

37. LIVErtising.net https://www.iab.com/wp-content/uploads/2017/12/IAB-Internet-Ad-Revenue-Report-Half-Year-2017-REPORT.pdf CPM CPC/A

43. LIVErtising.net 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 Direct traffic: clicks send traffic to the landing page

44. LIVErtising.net 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 Direct traffic: clicks send traffic to the landing page Adserver transmission: (post)click data transferred to server

45. LIVErtising.net 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 Direct traffic: clicks send traffic to the landing page Adserver transmission: (post)click data transferred to server Tracking reports: campaign evaluation & optimisation

46. LIVErtising.net Criteria are checked

47. LIVErtising.net 2 the adserver 3

48. LIVErtising.net 3 targeting

49. LIVErtising.net

50. LIVErtising.net

51. LIVErtising.net

56. LIVErtising.net 20 TARGETING:

57. LIVErtising.net 20 TARGETING: CONTEXTUAL

58. LIVErtising.net 20 TARGETING: CONTEXTUAL BEHAVIOURAL

59. LIVErtising.net 20 TARGETING: CONTEXTUAL BEHAVIOURAL GEOTARGETING

69. LIVErtising.net 22 TARGETING:

71. LIVErtising.net 22 TARGETING: CONTEXTUAL BEHAVIOURAL GEOTARGETING DAYTIME TARGETING

72. LIVErtising.net 22 TARGETING: CONTEXTUAL BEHAVIOURAL GEOTARGETING DAYTIME TARGETING

77. LIVErtising.net 24 TARGETING: CONTEXTUAL BEHAVIOURAL GEOTARGETING DAYTIME TARGETING LOOKALIKE or SIMILAR AUDIENCES

78. LIVErtising.net 25 Source: 19th Observatory of ePub, March 2018

79. LIVErtising.net 25 Total display: +20% Source: 19th Observatory of ePub, March 2018

80. LIVErtising.net 25 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France Total display: +20% Source: 19th Observatory of ePub, March 2018

81. LIVErtising.net 25 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France +35% +48% +38% +41% Total display: +20% Source: 19th Observatory of ePub, March 2018

82. LIVErtising.net 25 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France Devices Buying mode+35% +48% +38% +41% Total display: +20% Source: 19th Observatory of ePub, March 2018

83. LIVErtising.net 25 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France Devices Buying mode Social Formats +35% +48% +38% +41% Total display: +20% Source: 19th Observatory of ePub, March 2018

84. LIVErtising.net 25 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France mobile (+59%) IPTV (+35%) Devices Buying mode Social Formats +35% +48% +38% +41% Total display: +20% Source: 19th Observatory of ePub, March 2018

85. LIVErtising.net 25 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France mobile (+59%) IPTV (+35%) Devices Buying mode Social Formats video +35% +48% +38% +41% Total display: +20% Source: 19th Observatory of ePub, March 2018

86. LIVErtising.net 25 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France mobile (+59%) IPTV (+35%) organic vs paid Devices Buying mode Social Formats video +35% +48% +38% +41% Total display: +20% Source: 19th Observatory of ePub, March 2018

87. LIVErtising.net 25 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France mobile (+59%) IPTV (+35%) programmatic organic vs paid Devices Buying mode Social Formats video +35% +48% +38% +41% Total display: +20% Source: 19th Observatory of ePub, March 2018

88. LIVErtising.net 25 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France mobile (+59%) IPTV (+35%) programmatic organic vs paid Devices Buying mode Social Formats video +35% +48% +38% +41% Social + video = +90% Total display: +20% Source: 19th Observatory of ePub, March 2018

89. LIVErtising.net 26 95+% BERKE, FULTON & VACCARELLO, The Retargeting Playbook, Wiley, 2014, 1.

94. LIVErtising.net 3 targeting 4

95. LIVErtising.net 4 Retargeting REmarketing

96. http://lp.liveramp.com/WP-2015-05-AddressableTV_.html?utm_source=BrightTALK&utm_medium=Webinar&utm_content=Whitepaper&utm_campaign=Addressable-TV

97. It is the process of serving ads to leads who have bounced or abandoned your site… so as to get them to return & convert http://lp.liveramp.com/WP-2015-05-AddressableTV_.html?utm_source=BrightTALK&utm_medium=Webinar&utm_content=Whitepaper&utm_campaign=Addressable-TV

99. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 02 04 05 06 03

100. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 02 Branding 04 05 06 03

101. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion 02 Branding 04 05 06 03

102. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion 02 Branding Targeting04 05 06 03

103. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion 02 Branding Targeting04 Legal aspect 05 06 03

104. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion 02 Branding Targeting04 Legal aspect 05Competition 06 03

105. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion 02 Branding Targeting04 Legal aspect 05Competition 06 Cross-platform 03

106. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion 02 Branding Keeps your website top- of-mind Targeting04 Legal aspect 05Competition 06 Cross-platform 03

107. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion Provides advertisers with more opportunities to convert leads into buyers 02 Branding Keeps your website top- of-mind Targeting04 Legal aspect 05Competition 06 Cross-platform 03

108. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion Provides advertisers with more opportunities to convert leads into buyers 02 Branding Keeps your website top- of-mind Targeting Provides an opportunity to address leads who have already entered the conversion path: leads have already shown an interest in your offer 04 Legal aspect 05Competition 06 Cross-platform 03

109. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion Provides advertisers with more opportunities to convert leads into buyers 02 Branding Keeps your website top- of-mind Targeting Provides an opportunity to address leads who have already entered the conversion path: leads have already shown an interest in your offer 04 Legal aspect This is not subject to the opt-in legal restriction 05Competition 06 Cross-platform 03

110. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion Provides advertisers with more opportunities to convert leads into buyers 02 Branding Keeps your website top- of-mind Targeting Provides an opportunity to address leads who have already entered the conversion path: leads have already shown an interest in your offer 04 Legal aspect This is not subject to the opt-in legal restriction 05Competition 06 Cross-platform 03

111. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion Provides advertisers with more opportunities to convert leads into buyers 02 Branding Keeps your website top- of-mind Targeting Provides an opportunity to address leads who have already entered the conversion path: leads have already shown an interest in your offer 04 Legal aspect This is not subject to the opt-in legal restriction 05Competition Lower range of competitors 06 Cross-platform 03

112. LIVErtising.net 33 What ADVANTAGES does remarking offer? 01 Conversion Provides advertisers with more opportunities to convert leads into buyers 02 Branding Keeps your website top- of-mind Targeting Provides an opportunity to address leads who have already entered the conversion path: leads have already shown an interest in your offer 04 Legal aspect This is not subject to the opt-in legal restriction 05Competition Lower range of competitors 06 Cross-platform Retargeting can be implemented on different digital channels 03

113. LIVErtising.net 34 1 2 3 4 5

114. LIVErtising.net 34 Tag your site1 2 3 4 5

115. LIVErtising.net 34 Tag your site Make lists 1 2 3 4 5

119. LIVErtising.net 34 Tag your site Make lists Create a campaign 1 2 3 4 5

120. LIVErtising.net 34 Tag your site Make lists Lists are populated Create a campaign 1 2 3 4 5

121. LIVErtising.net 34 Tag your site Make lists Lists are populated Create a campaign 1 2 3 4 Listed surfers are retargeted5

126. LIVErtising.net http://www.freetime.com http://www.freetime.com/sport http://www.freetime.com/sports/basketball http://www.freetime.com/sports/tennis http://www.freetime.com/leisure/home http://www.freetime.com/leisure/garden http://www.freetime.com/leisure/sports/walking http://www.freetime.com/leisure/goingout List definition: “All visitors who visited a URL that contains “sports” Who did not visit the URL equals “sport”

130. LIVErtising.net Your 3 keys to retargeting success

131. LIVErtising.net Your 3 keys to retargeting success Audience Create segmented audience lists corresponding to real interests & behaviours in your audience 1

132. LIVErtising.net Your 3 keys to retargeting success Audience Create segmented audience lists corresponding to real interests & behaviours in your audience Creative Connect with each audience segment with messages tailored to their behaviour or interest and meeting their needs 1 2

133. LIVErtising.net Your 3 keys to retargeting success Audience Create segmented audience lists corresponding to real interests & behaviours in your audience Creative Connect with each audience segment with messages tailored to their behaviour or interest and meeting their needs Context Talk to each segment WHEN and WHERE they are most likely to be receptive by scheduling your messages at specific TIMES and PLACES 1 2 3

138. LIVErtising.net 40 What possibilities does remarking offer? Web to Web In-app Web to App Cross device

139. LIVErtising.net 40 What possibilities does remarking offer? Web to Web1 In-app Web to App Cross device

140. LIVErtising.net 40 What possibilities does remarking offer? Web to Web1 In-app2 Web to App Cross device

141. LIVErtising.net 40 What possibilities does remarking offer? Web to Web1 In-app2 Web to App3 Cross device

142. LIVErtising.net 40 What possibilities does remarking offer? Web to Web1 In-app2 Web to App3 Cross device4

145. LIVErtising.net 5 4 Retargeting REmarketing

146. LIVErtising.net 5 Downsides

147. LIVErtising.net Average display advertising clickthrough rates 44 1

148. LIVErtising.net 45 https://qz.com/359077/scientific-proof-that-no-one-pays-attention-to-banner-ads/ 1

149. LIVErtising.net 46 2

150. 2

151. Click fraud is a scamp that increases PPC costs by generating artificial clicks (through human or automatic clicking) not earning any sales or real conversion. 2

152. LIVErtising.net 48 7.2B 2

153. LIVErtising.net 49 What are main CLICK FRAUD techniques? Click farms Malware Retargeting fraud Mobile simulators Ad injection Toolbars Ad stacking 7 6 5 1 2 3 4 http://www.whoishostingthis.com/blog/2016/07/27/click-fraud/ 2

154. LIVErtising.net 50 Why Worry About Click Fraud? • Everyone should be aware of click fraud because: ◦ Malware manipulates online payments into hacker accounts ◦ Fraudulent ad space takes marketing opportunities away from companies who pay for the space • Fraud techniques ◦ Crowdsourcing and Click Farms ▪ Low-paid workers manually go through pages and click on the ads ◦ Malware ▪ Malicious software running silently on infected computers click ads on the pages of client websites ◦ Retargeting Fraud ▪ Imitates human actions by appearing to have an interest in a specific brand or topic for targeted clicks on sites and ads ◦ Mobile Simulators ▪ Mimics smartphone activity using a computer to create traffic on in-app mobile ads ◦ Ad Stacking ▪ Ads are loaded simultaneously behind other ads, creating traffic for ads not seen by users ◦ Toolbars ▪ Branded toolbars that users download as part of a software bundle that take over their browser and change search engine setting ads ◦ Ad Injection ▪ Often included in software bundles and disguised as deal finders for online shopping to put unauthorized ads on real websites 2

158. LIVErtising.net 54 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France Devices Buying mode Social Formats +35% +48% +38% +41% Total display: +20% Source: 19th Observatory of ePub, March 2018

159. LIVErtising.net 54 What are the drivers of display advertising? % evolution YOY 2017 vs 2016 France programmatic Devices Buying mode Social Formats +35% +48% +38% +41% Total display: +20% Source: 19th Observatory of ePub, March 2018

160. LIVErtising.net 55 http://lareclame.fr/sri-udecam-pwc-etude-epub-2016-168691

163. LIVErtising.net

164. LIVErtising.net 57 The term Programmatic media (a.k.a. programmatic marketing or programmatic advertising) includes an array of technologies that automate the buying, placement and optimisation of media inventory, replacing human-based methods.

169. HECS2016-17 Advertising media buying: a long history of middlemen A D V E R T I S E R A U D I E N C E

170. HECS2016-17 Advertising media buying: a long history of middlemen A D V E R T I S E R A U D I E N C E

171. HECS2016-17 Advertising media buying: a long history of middlemen A D V E R T I S E R A U D I E N C E P U B L I S H E R

172. HECS2016-17 Advertising media buying: a long history of middlemen A D V E R T I S E R A U D I E N C E P U B L I S H E R

173. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R

174. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R

175. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R media (buying) agency media sales house

178. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R media (buying) agency media sales house AD NET- WORK

181. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R media (buying) agency media sales house AD EX- CHANGE AD NET- WORK

184. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E RD S P media (buying) agency S S P media sales house AD EX- CHANGE AD NET- WORK

185. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A T D A D V E R T I S E R A U D I E N C E P U B L I S H E RD S P media (buying) agency S S P media sales house AD EX- CHANGE AD NET- WORK

186. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A T D A D V E R T I S E R A U D I E N C E P U B L I S H E RD S P media (buying) agency S S P media sales house AD EX- CHANGE AD NET- WORK

187. HECS2016-17 Advertising media buying: a long history of middlemen A D A G E N C Y A T D DMP A D V E R T I S E R A U D I E N C E P U B L I S H E RD S P media (buying) agency S S P media sales house AD EX- CHANGE AD NET- WORK

188. LIVErtising.net IHECS 2016-17 62 A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R 1

189. LIVErtising.net IHECS 2016-17 62 A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R 1

190. LIVErtising.net 63 Inventory Impressions CPM

191. LIVErtising.net IHECS 2016-17 64 A D A G E N C Y A D V E R T I S E R A U D I E N C E P U B L I S H E R media (buying) agency media sales house AD NET- WORK 2

192. LIVErtising.net IHECS 2016-17 65 A D A G E N C Y A T D A D V E R T I S E R A U D I E N C E P U B L I S H E R D S P S S P AD EX- CHANGE 3

193. LIVErtising.net 66 ADSPACE VS AUDIENCE BID DEMAND VS SUPPLY SIDE

194. http://www.lumapartners.com/lumascapes/display-ad-tech-lumascape/

199. LIVErtising.netS 2017-18 68

200. LIVErtising.net 69 https://youtu.be/-Glgi9RRuJs

201. LIVErtising.net 70 https://youtu.be/cbhxl66wwec?list=PLJKL6MvJR-AT3HatzN1DJrGZ9sMgKBD4e

202. LIVErtising.net 70 https://youtu.be/cbhxl66wwec?list=PLJKL6MvJR-AT3HatzN1DJrGZ9sMgKBD4e

203. LIVErtising.net 71 What penetration for RTB in Belgium? 50% 99%

205. LIVErtising.net IHECS 2016-17 73

206. LIVErtising.net IHECS 2016-17 73

208. LIVErtising.net 75 Header bidding Trading desk Preferred deals CMPs DCPs DMPs

LIVErtising 2018 06 Digital display advertising

Jean Pierre Ranschaert

LIVErtising 2018 06 Digital display advertising