MediaSense's Head of Digital, Ryan Kangisser, recommends 10 questions advertisers should ask Presented at MediaSense's #realtimerev event in London, May 2014 www.media-sense.com

1. ARE ADVERTISERS READY FOR THE
REAL-TIME REVOLUTION?
HOW REAL-TIME ADVERTISING IS CHANGING MEDIA
#REALTIMEREV

2. questions to ask before you try..

3. 1. Will it create value for my brand/product?

4. 3. What is the operating model?

5. 2. How is it different?
‘First look’
‘Private network’
‘Transparent’
‘Brand safe’
‘Tech agnostic’
‘Premium inventory’
‘Real-time insights’
‘Proprietary’

6. 4. What is the ‘stack’?
DSP
Exchange
DMP
Adserving
Ad verification
Tag management
Bid optimisation

7. 5. What is the approach to testing?

8. 6. What is the data strategy?
Brand A

9. 7. Are there clear goals and KPIs in place?
(Beyond just CPM improvement)

10. 8. What visibility measures are in place?
Brand safe content / fraud detection
Above the fold / in-view
Competitor ads / multiple ads
Geographic delivery
Demographic delivery
a
a
a
a
a

11. 9. Are there robust SLAs in place?
Agency will seek to prevent Brand ‘x’ from appearing
on websites that are of a pornographic, defamatory,
obscene or illegal nature including without limit,
websites with salacious or extremist content, peer-to-
peer or file sharing sites or their applications,
shareware or spyware sites, sites concerning guns or
firearms, or sites containing content related to illegal
drugs”

12. 9. What reporting will be available?
Integrated campaign reporting across PO&E
Audience analysis
Content analysis
Temporal analysis
Optimal reach / frequency
?
?
?
?
?
Time to conversion?
Viewability analysis?

14. Ryan Kangisser
Head of Digital, MediaSense
E: ryan.kangisser@media-sense.com
T: +44 203 005 6005
M: +44 7813 112 471
media-sense.com
@media_sense
#realtimerev