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Olly downs-sic-2011

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Olly downs-sic-2011

  1. 1. Moneyball How buying by “On Base Percentage” rather than “RBIs” drives results in Display Advertising Olly Downs Consulting Chief Scientist, AdReady 1
  2. 2. THE ART OF WINNING AN UNFAIR GAME 2002 New York Yankees 2002 Oakland Athletics 2
  3. 3. THE ART OF WINNING AN UNFAIR GAME $125,000,000 $41,000,000 2002 New York Yankees 2002 Oakland Athletics 2
  4. 4. WHY? BASEBALL & DIGITAL ADVERTISING Baseball Digital Advertising Runs Actions Goal (more than opponent) (more than alternative) Asset Players Media / Data Budget Player Salaries Media Purchased 9 Innings Constraint Campaign Duration (27 outs) 3
  5. 5. WHY? BASEBALL & DIGITAL ADVERTISING Baseball Digital Advertising RBI (runs-batted-in) How to Evaluate eCPC / eCPA OBP (on-base-percentage) The Premium Strategy A-Rod Home Pages / Sponsorships The Non-Obvious Find Undervalued Talent/Use Different Find Undervalued, Strategy Metrics Non-Obvious Sites/Segments Pick More Mature Players or Identify Intelligently Initialize and/or Quickly Adapt/ Commonalities of Younger Players with Optimize Campaign Parameters Known Players 4
  6. 6. MONEYBALL STRATEGY 5
  7. 7. MONEYBALL STRATEGY • We might want to buy runs, but we benefit from players who get on base • Purchase Established Players based on different metrics – OBP vs. HR • Selectively draft College Baseball players rather than High School Players – stable statistics • Buying High School Players, look for similarities with mature players who have the right metrics 5
  8. 8. MONEYBALL STRATEGY • We might want to buy runs, but we benefit from players who get on base • Purchase Established Players based on different metrics – OBP vs. HR • Selectively draft College Baseball players rather than High School Players – stable statistics • Buying High School Players, look for similarities with mature players who have the right metrics 5
  9. 9. MONEYBALL STRATEGY • We might want to buy runs, but we benefit from players who get on base • Purchase Established Players based on different metrics – OBP vs. HR • Selectively draft College Baseball players rather than High School Players – stable statistics • Buying High School Players, look for similarities with mature players who have the right metrics • It’s been 9 years since the Oakland A’s incredible season • Moneyball principles have garnered significant adoption across MLB • BUT inefficiencies still exist 5
  10. 10. THE “EFFICIENT FRONTIER” BASEBALL 100% Signing Probability 50% Salary Offered 0% 6
  11. 11. THE “EFFICIENT FRONTIER” BASEBALL What at least one other team is willing to pay 100% Signing Probability 50% Salary Offered 0% 6
  12. 12. THE “EFFICIENT FRONTIER” W BASEBALL 100% Signing Probability 50% Salary Offered 0% 6
  13. 13. EFFICIENT FRONTIER HIGH-COST, HIGH PERFORMANCE PLAYERS 7
  14. 14. EFFICIENT FRONTIER HIGH-COST, HIGH PERFORMANCE PLAYERS • Top 10 players Players by Salary Team Salary Alex Rodriguez New York Yankees $32,000,000 • By 2011 Salary Vernon Wells Los Angeles Angels $26,642,857 CC Sabathia New York Yankees $24,285,714 Mark Teixeira New York Yankees $23,125,000 Todd Helton Colorado Rockies $20,275,000 Miguel Cabrera Detroit Tigers $20,000,000 Roy Halladay Philadelphia Phillies $20,000,000 Ryan Howard Philadelphia Phillies $20,000,000 Alfonso Soriano Chicago Cubs $19,000,000 Carlos Lee Houston Astros $19,000,000 7
  15. 15. EFFICIENT FRONTIER HIGH-COST, HIGH PERFORMANCE PLAYERS • Top 10 players Players by AVG Team Salary Skip Schumaker St Louis Cardinals $2,750,000 • By 2011 Salary Jimmy Rollins Philadelphia Phillies $8,500,000 • By 2011 Batting Average Chase Utley Philadelphia Phillies $15,285,714 Jorge Posada New York Yankees $13,100,000 Brett Gardner New York Yankees $529,500 Ryan Braun Milwaukee Brewers $4,287,500 Kelly Shoppach Tampa Bay Rays $3,000,000 David Freese St Louis Cardinals $416,000 Chris Young Arizona Diamondbacks $5,200,000 Magglio Ordonez Detroit Tigers $10,000,000 7
  16. 16. EFFICIENT FRONTIER HIGH-COST, HIGH PERFORMANCE PLAYERS • Top 10 players Players by HR Team Salary Jose Bautista Toronto Blue Jays $8,000,000 • By 2011 Salary Matt Kemp Los Angeles Dodgers $7,100,000 • By 2011 Batting Average Mark Reynolds Baltimore Orioles $5,333,333 Dan Uggla Atlanta Braves $9,146,942 • By 2011 Home Runs Mike Stanton Florida Marlins $416,000 Jacoby Ellsbury Boston Red Sox $2,400,000 Jay Bruce Cincinnati Reds $2,791,667 Michael Morse Washington Nationals $1,050,000 Paul Konerko Chicago White Sox $12,000,000 Troy Tulowitzki Colorado Rockies $5,500,000 7
  17. 17. EFFICIENT FRONTIER HIGH-COST, HIGH PERFORMANCE PLAYERS • Top 10 players Players by OBP Team Salary Jose Bautista Toronto Blue Jays $8,000,000 • By 2011 Salary Matt Kemp Los Angeles Dodgers $7,100,000 • By 2011 Batting Average Mark Reynolds Baltimore Orioles $5,333,333 Dan Uggla Atlanta Braves $9,146,942 • By 2011 Home Runs Mike Stanton Florida Marlins $416,000 • By On Base Percentage Jacoby Ellsbury Jay Bruce Boston Red Sox Cincinnati Reds $2,400,000 $2,791,667 Michael Morse Washington Nationals $1,050,000 Paul Konerko Chicago White Sox $12,000,000 Troy Tulowitzki Colorado Rockies $5,500,000 7
  18. 18. EFFICIENT FRONTIER HIGH-COST, HIGH PERFORMANCE PLAYERS • Top 10 players Players by OBP Team Salary Jose Bautista Toronto Blue Jays $8,000,000 • By 2011 Salary Matt Kemp Los Angeles Dodgers $7,100,000 • By 2011 Batting Average Mark Reynolds Baltimore Orioles $5,333,333 Dan Uggla Atlanta Braves $9,146,942 • By 2011 Home Runs Mike Stanton Florida Marlins $416,000 • By On Base Percentage Jacoby Ellsbury Jay Bruce Boston Red Sox Cincinnati Reds $2,400,000 $2,791,667 Michael Morse Washington Nationals $1,050,000 Paul Konerko Chicago White Sox $12,000,000 Troy Tulowitzki Colorado Rockies $5,500,000 • Optimizing these metrics and combinations of them at all costs is great if you don’t have a constrained budget… 7
  19. 19. EFFICIENT FRONTIER HIGH-PERFORMANCE PER DOLLAR PLAYERS 8
  20. 20. EFFICIENT FRONTIER HIGH-PERFORMANCE PER DOLLAR PLAYERS • Now let’s look at the Top 10 Players per $ against the same metrics • Top 10 batters Per $ Players by AVG/$ Team 2011 Salary David Freese St Louis Cardinals $416,000 • By 2011 Batting Average Ryan Roberts Arizona Diamondbacks $423,500 Brett Gardner New York Yankees $529,500 Jason Jaramillo Pittsburgh Pirates $422,500 Jason Donald Cleveland Indians $423,200 Don Kelly Detroit Tigers $423,000 Lucas Duda New York Mets $414,000 Starlin Castro Chicago Cubs $440,000 Emilio Bonifacio Florida Marlins $425,000 Jason Bourgeois Houston Astros $423,000 8
  21. 21. EFFICIENT FRONTIER HIGH-PERFORMANCE PER DOLLAR PLAYERS • Now let’s look at the Top 10 Players per $ against the same metrics • Top 10 batters Per $ Players by HR/$ Team 2011 Salary Mark Trumbo Los Angeles Angels $414,000 • By 2011 Batting Average Mike Stanton Florida Marlins $416,000 • By 2011 Home Runs Andrew McCutchen Pittsburgh Pirates $452,500 Neil Walker Pittsburgh Pirates $437,000 Carlos Santana Cleveland Indians $416,600 J.P. Arencibia Toronto Blue Jays $417,400 Freddie Freeman Atlanta Braves $414,000 Gaby Sanchez Florida Marlins $431,000 Logan Morrison Florida Marlins $414,000 Danny Valencia Minnesota Twins $437,500 8
  22. 22. EFFICIENT FRONTIER HIGH-PERFORMANCE PER DOLLAR PLAYERS • Now let’s look at the Top 10 Players per $ against the same metrics • Top 10 batters Per $ Players by OBP/$ Team 2011 Salary David Freese St Louis Cardinals $416,000 • By 2011 Batting Average Allen Craig St Louis Cardinals $414,000 • By 2011 Home Runs A.J. Ellis Los Angeles Dodgers $421,000 Lucas Duda New York Mets $414,000 • By 2011 On Base Percentage Jason Donald Cleveland Indians $423,200 Dexter Fowler Colorado Rockies $424,000 Mike Stanton Florida Marlins $416,000 Emilio Bonifacio Florida Marlins $425,000 Jason Jaramillo Pittsburgh Pirates $422,500 Carlos Santana Cleveland Indians $416,600 8
  23. 23. “David Freese completed a startling night of comebacks with a home run leading off the bottom of the 11th inning to beat Texas 10-9 on Thursday, and suddenly fans all over got something they have waited a long time to see: Game 7 in the World Series." 2011 World Series MVP... ...and Top Moneyball Pick in the Major Leagues! DAVID FREESE 9
  24. 24. EFFICIENT FRONTIER COST-EFFECTIVE WAYS TO LOAD THE BASES 10
  25. 25. EFFICIENT FRONTIER COST-EFFECTIVE WAYS TO LOAD THE BASES • On-Base Percentage is still uncorrelated with Salary!! 0.4 OBP 0.3 0.2 A-Rod $26,000,000 0.1 $15,000,000 $7,500,000 $3,500,000 $1,500,000 Salary 0 $750,000 $250,000 10
  26. 26. EFFICIENT FRONTIER COST-EFFECTIVE WAYS TO LOAD THE BASES • Which means it’s clear where to put your money to maximize OBP per $MM! 0.5 OBP/$MM 0.4 0.3 A-Rod $26,000,000 $15,000,000 0.1 $7,500,000 $3,500,000 $1,500,000 Salary 0 $750,000 $250,000 10
  27. 27. EFFICIENT FRONTIER PLAYER PERFORMANCE PER $ 175 • Looking for the hitter RBI/$MM to deliver the RBI’s 131 • There’s a pretty good 88 valuation of home- run hitters 44 A-Rod $23,000,000 $15,000,000 $7,500,000 $3,500,000 0 $1,500,000 $750,000 Salary $500,000 11
  28. 28. EFFICIENT FRONTIER PLAYER PERFORMANCE PER $ 175 • Looking for the hitter RBI/$MM to deliver the RBI’s 131 • There’s a pretty good 88 valuation of home- run hitters 44 A-Rod $23,000,000 $15,000,000 $7,500,000 $3,500,000 0 $1,500,000 $750,000 Salary $500,000 11
  29. 29. MONEYADS THE STRATEGY 12
  30. 30. MONEYADS THE STRATEGY Baseball Digital Advertising We might want to buy runs, but we benefit We want to drive consumer action, but we can from players who get on base benefit by growing our remarketable audience • Purchase Established Players based on • Target campaigns to optimize audience different metrics – OBP vs. HR acquisition rather than actions, which demands a lower premium per impression • Selectively draft College Baseball players • Find pockets of inventory that we know rather than High School Players – stable from historical data will deliver high-quality statistics click-based audience at low cost • Buying High School Players, look for • Buy previously unseen media based on commonalities with the background of commonality with seen media that performs mature players who now have good well against our new target metrics “different metrics” 12
  31. 31. MONEYADS THE STRATEGY Baseball Digital Advertising We might want to buy runs, but we benefit We want to drive consumer action, but we can from players who get on base benefit by growing our remarketable audience • Purchase Established Players based on • Target campaigns to optimize audience different metrics – OBP vs. HR acquisition rather than actions, which demands a lower premium per impression • Selectively draft College Baseball players • Find pockets of inventory that we know rather than High School Players – stable from historical data will deliver high-quality statistics click-based audience at low cost • Buying High School Players, look for • Buy previously unseen media based on commonalities with the background of commonality with seen media that performs mature players who now have good well against our new target metrics “different metrics” 12
  32. 32. MONEYADS THE STRATEGY Baseball Digital Advertising We might want to buy runs, but we benefit We want to drive consumer action, but we can from players who get on base benefit by growing our remarketable audience • Purchase Established Players based on • Target campaigns to optimize audience different metrics – OBP vs. HR acquisition rather than actions, which demands a lower premium per impression • Selectively draft College Baseball players • Find pockets of inventory that we know rather than High School Players – stable from historical data will deliver high-quality statistics click-based audience at low cost • Buying High School Players, look for • Buy previously unseen media based on commonalities with the background of commonality with seen media that performs mature players who now have good well against our new target metrics “different metrics” 12
  33. 33. MONEYADS THE STRATEGY Baseball Digital Advertising We might want to buy runs, but we benefit We want to drive consumer action, but we can from players who get on base benefit by growing our remarketable audience • Purchase Established Players based on • Target campaigns to optimize audience different metrics – OBP vs. HR acquisition rather than actions, which demands a lower premium per impression • Selectively draft College Baseball players • Find pockets of inventory that we know rather than High School Players – stable from historical data will deliver high-quality statistics click-based audience at low cost • Buying High School Players, look for • Buy previously unseen media based on commonalities with the background of commonality with seen media that performs mature players who now have good well against our new target metrics “different metrics” 12
  34. 34. THE “EFFICIENT FRONTIER” DISPLAY ADVERTISING - DELIVERY - WINNING MEDIA Delivery=Spend/Budget 1.5 1.1 0.8 0.4 $1.60 $1.30 $1.00 $0.80 0 $0.60 $0.40 CPC Bid($) $0.20 $0.00 2nd Price Auction Model Google KW CPC Delivery 13
  35. 35. THE “EFFICIENT FRONTIER” DISPLAY ADVERTISING - DELIVERY - WINNING MEDIA Delivery=Spend/Budget 1.5 1.1 0.8 0.4 $1.60 $1.30 $1.00 $0.80 0 $0.60 $0.40 CPC Bid($) $0.20 $0.00 2nd Price Auction Model Google KW CPC Delivery 13
  36. 36. THE “EFFICIENT FRONTIER” DISPLAY ADVERTISING - DELIVERY - WINNING MEDIA Delivery=Spend/Budget 1.5 1.1 0.8 Diminishing Returns 0.4 $1.60 $1.30 $1.00 $0.80 0 $0.60 $0.40 CPC Bid($) $0.20 $0.00 2nd Price Auction Model Google KW CPC Delivery 13
  37. 37. THE EFFICIENT FRONTIER DISPLAY ADVERTISING - PERFORMANCE 4.00 1/CPA Perf 3.00 2.00 1.00 $5.50$6.00 $4.50$5.00 $3.00 $3.50 $4.00 0 $2.00 $2.50 $1.50 $1.00 Bid, CPC ($) $0.50 $0.00 14
  38. 38. THE EFFICIENT FRONTIER DISPLAY ADVERTISING - PERFORMANCE 4.00 1/CPA Perf At low bids, we 3.00 win low quality impressions that have low CTR and 2.00 convert poorly 1.00 $5.50$6.00 $4.50$5.00 $3.00 $3.50 $4.00 0 $2.00 $2.50 $1.50 $1.00 Bid, CPC ($) $0.50 $0.00 14
  39. 39. THE EFFICIENT FRONTIER DISPLAY ADVERTISING - PERFORMANCE At high bids, we buy premium 4.00 impressions that result in high CPC and CPA 1/CPA Perf At low bids, we 3.00 win low quality impressions that have low CTR and 2.00 convert poorly 1.00 $5.50$6.00 $4.50$5.00 $3.00 $3.50 $4.00 0 $2.00 $2.50 $1.50 $1.00 Bid, CPC ($) $0.50 $0.00 14
  40. 40. THE EFFICIENT FRONTIER DISPLAY ADVERTISING - PERFORMANCE At high bids, we buy premium 4.00 impressions that result in high CPC and CPA 1/CPA Perf At low bids, we 3.00 win low quality impressions that have low CTR and 2.00 convert poorly 1.00 $5.50$6.00 $4.50$5.00 $3.00 $3.50 $4.00 0 $2.00 $2.50 $1.50 $1.00 Bid, CPC ($) $0.50 $0.00 14
  41. 41. EFFICIENT FRONTIER FINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA 15
  42. 42. EFFICIENT FRONTIER FINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA • We use predictive models to discover statistically similar media to media not previously run 15
  43. 43. EFFICIENT FRONTIER FINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA • We use predictive models to discover statistically similar media to media not previously run 15
  44. 44. EFFICIENT FRONTIER FINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA • We use predictive models to discover statistically similar media to media not previously run • This allows us to identify optimal combinations of media sources, budgets to apply and bidding delivery and performance curves 15
  45. 45. EFFICIENT FRONTIER FINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA • We use predictive models to discover statistically similar media to media not previously run • This allows us to identify optimal combinations of media sources, budgets to apply and bidding delivery and performance curves 15
  46. 46. EFFICIENT FRONTIER FINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA • We use predictive models to discover statistically similar media to media not previously run • This allows us to identify optimal combinations of media sources, budgets to apply and bidding delivery and performance curves • At each node of the tree we have both spend, initial bid, delivery and performance models 15
  47. 47. EFFICIENT FRONTIER FINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA • We use predictive models to discover statistically similar media to media not previously run • This allows us to identify optimal combinations of media sources, budgets to apply and bidding delivery and performance curves • At each node of the tree we have both spend, initial bid, delivery and performance models 15
  48. 48. EXAMPLE ADVERTISING EMPLOYING THE STRATEGIES • These models are estimated dynamically and used to learn quickly 1.50 $300.00 $276.45 1.13 $225.00 Delivery=Spend/Budget $165.98 CPA($) 0.75 Commonality-Based $150.00 Intelligent Initial Bid $127.89 (Bid=$2.20) $69.15 0.38 $75.00 0 $0 1 2 3 4 5 6 7 8 9 10 11 12 13 Data Points Delivery CPA 16
  49. 49. EXAMPLE Delivery=Spend/Budget ADVERTISING EMPLOYING THE STRATEGIES • These models are estimated dynamically and used to learn quickly 1.5 1.50 $300.00 $276.45 1.1 1.13 $225.00 Delivery=Spend/Budget 0.8 $165.98 CPA($) 0.75 0.4 Commonality-Based $127.89 $150.00 Intelligent Initial Bid (Bid=$2.20) 0 $69.15 0.38 CPC Bid($) $75.00 0 $0 1 2 3 4 5 6 7 8 9 10 11 12 13 Data Points Delivery CPA 16
  50. 50. EXAMPLE ADVERTISING EMPLOYING THE STRATEGIES • These models are estimated dynamically and used to learn quickly 1.50 $300.00 $276.45 First Bid Optimization (Optimize Delivery Bid=$3.85) 1.13 $225.00 Delivery=Spend/Budget $165.98 CPA($) 0.75 Commonality-Based $150.00 Intelligent Initial Bid $127.89 (Bid=$2.20) $69.15 0.38 $75.00 0 $0 1 2 3 4 5 6 7 8 9 10 11 12 13 Data Points Delivery CPA 16
  51. 51. EXAMPLE ADVERTISING EMPLOYING THE STRATEGIES • These models are estimated dynamically and used to learn quickly 1.50 $300.00 $276.45 First Bid Optimization (Optimize Delivery Bid=$3.85) 1.13 $225.00 Delivery=Spend/Budget $165.98 CPA($) 0.75 Commonality-Based $150.00 Intelligent Initial Bid $127.89 (Bid=$2.20) $69.15 0.38 $75.00 0 $0 1 2 3 4 5 6 7 8 9 10 11 12 13 Data Points Delivery CPA 16
  52. 52. EXAMPLE Delivery=Spend/Budget ADVERTISING EMPLOYING THE STRATEGIES • These models are estimated dynamically and used to learn quickly 1.5 1.50 $300.00 $276.45 1.1 First Bid Optimization (Optimize Delivery Bid=$3.85) 1.13 $225.00 Delivery=Spend/Budget 0.8 $165.98 CPA($) 0.75 0.4 Commonality-Based $127.89 $150.00 Intelligent Initial Bid (Bid=$2.20) 0 $69.15 0.38 CPC Bid($) $75.00 0 $0 1 2 3 4 5 6 7 8 9 10 11 12 13 Data Points Delivery CPA 16
  53. 53. EXAMPLE 6.00 ADVERTISING EMPLOYING THE STRATEGIES • These models are estimated dynamically and used to learn quickly 1/CPA Perf 1.50 4.50 $300.00 $276.45 First Bid Optimization (Optimize Delivery Bid=$3.85) 1.13 $225.00 Delivery=Spend/Budget 3.00 $165.98 CPA($) 0.75 Commonality-Based $150.00 1.50 $127.89 Intelligent Initial Bid (Bid=$2.20) $69.15 0.38 0 $75.00 Bid, CPC ($) 0 $0 1 2 3 4 5 6 7 8 9 10 11 12 13 Data Points Delivery CPA 16
  54. 54. EXAMPLE ADVERTISING EMPLOYING THE STRATEGIES • These models are estimated dynamically and used to learn quickly 1.50 $300.00 $276.45 First Bid Optimization Second Bid Optimization (Optimize Delivery Bid=$3.85) (Optimize Performance 1.13 /Delivery Trade-Off, Bid=$2.00) $225.00 Delivery=Spend/Budget $165.98 CPA($) 0.75 Commonality-Based $150.00 Intelligent Initial Bid $127.89 (Bid=$2.20) $69.15 0.38 $75.00 0 $0 1 2 3 4 5 6 7 8 9 10 11 12 13 Data Points Delivery CPA 16
  55. 55. MONEYADS FROM BASEBALL TO DISPLAY ADVERTISING 17
  56. 56. MONEYADS FROM BASEBALL TO DISPLAY ADVERTISING • Batter Up! 17
  57. 57. MONEYADS FROM BASEBALL TO DISPLAY ADVERTISING • Batter Up! • Get on base! 7 ways! 17
  58. 58. MONEYADS FROM BASEBALL TO DISPLAY ADVERTISING • Batter Up! • Get on base! • Batter Up! 17
  59. 59. MONEYADS FROM BASEBALL TO DISPLAY ADVERTISING • Batter Up! • Get on base! • Batter Up! • Get on base! 17
  60. 60. MONEYADS FROM BASEBALL TO DISPLAY ADVERTISING • Batter Up! • Get on base! • Batter Up! • Get on base! • Get the Slugger up!!... 17
  61. 61. MONEYADS FROM BASEBALL TO DISPLAY ADVERTISING • Batter Up! • Get on base! • Batter Up! • Get on base! • Get the Slugger up!!... • ...and run them in! !!! 17
  62. 62. MONEYADS FROM BASEBALL TO DISPLAY ADVERTISING 18
  63. 63. MONEYADS FROM BASEBALL TO DISPLAY ADVERTISING 18
  64. 64. MONEYADS FROM BASEBALL TO DISPLAY ADVERTISING • Construct the media plan... • ...to efficiently acquire retargetable audience 18
  65. 65. MONEYADS FROM BASEBALL TO DISPLAY ADVERTISING • Construct the media plan... • ...to efficiently acquire retargetable audience • Keyword Campaigns - optimized for click- generation Many ways! • Site Targeted Campaigns - targeted to placements optimized to get clicks for advertiszer 18
  66. 66. MONEYADS FROM BASEBALL TO DISPLAY ADVERTISING • Construct the media plan... • ...to efficiently acquire retargetable audience • Keyword Campaigns - optimized for click- generation • Site Targeted Campaigns - targeted to placements optimized to get clicks for advertiszer • Look-a-like Users/Behavioral Segments • Social Media and Search 18
  67. 67. MONEYADS FROM BASEBALL TO DISPLAY ADVERTISING • Construct the media plan... • ...to efficiently acquire retargetable audience • Keyword Campaigns - optimized for click- generation • Site Targeted Campaigns - targeted to placements optimized to get clicks for advertiszer • Look-a-like Users/Behavioral Segments • Social Media and Search • Retarget! 18
  68. 68. MONEYADS FROM BASEBALL TO DISPLAY ADVERTISING • Construct the media plan... • ...to efficiently acquire retargetable audience • Keyword Campaigns - optimized for click- generation • Site Targeted Campaigns - targeted to placements optimized to get clicks for advertiszer • Look-a-like Users/Behavioral Segments !!! • Social Media and Search • Retarget! • ..and convert the audience! 18
  69. 69. MONEYADS FROM BASEBALL TO DISPLAY ADVERTISING • Construct the media plan... • ...to efficiently acquire retargetable audience • Keyword Campaigns - optimized for click- generation • Site Targeted Campaigns - targeted to placements optimized to get clicks for advertiszer • Look-a-like Users/Behavioral Segments • Social Media and Search • Retarget! • ..and convert the audience! 19
  70. 70. MONEYADS FROM BASEBALL TO DISPLAY ADVERTISING • Construct the media plan... • ...to efficiently acquire retargetable audience • Keyword Campaigns - optimized for click- generation • Site Targeted Campaigns - targeted to placements optimized to get clicks for advertiszer • Look-a-like Users/Behavioral Segments • Social Media and Search • Retarget! • ..and convert the audience! 19
  71. 71. MONEYADS FROM BASEBALL TO DISPLAY ADVERTISING Conventional Approach • Construct the media plan... Targeted Campaign • ...to efficiently acquire retargetable audience • Keyword Campaigns - optimized for click- Impressions generation Driving traffic through to one-time conversion. • Site Targeted Campaigns - targeted to placements optimized to get clicks for advertiszer Treat first-time and returning visitors the same • Look-a-like Users/Behavioral Segments Clicks • Social Media and Search • Retarget! • ..and convert the audience! Actions 19
  72. 72. MONEYADS FROM BASEBALL TO DISPLAY ADVERTISING MoneyAds Approach • Construct the media plan... Broad Audience Acquisition Followed by • ...to efficiently acquire retargetable Retargeting audience • Keyword Campaigns - optimized for click- Driving Traffic -> Building Impressions generation Retargeting Pool • Site Targeted Campaigns - targeted to placements optimized to get clicks for advertiszer • Look-a-like Users/Behavioral Segments Retargeting established cookie pool, with message contextualized Clicks/Cookies • Social Media and Search to previous site visits, to drive conversion • Retarget! • ..and convert the audience! Actions 19
  73. 73. EXAMPLE CONVENTIONAL APPROACH Site Content Impressions Retargeting Campaign on Campaign current cookie pool eCPM: $1.50 eCPC: $1.09 Clicks eCPA: $184.92 eCPM: $2.92 eCPC: $2.36 eCPA: $73.02 Actions 20
  74. 74. EXAMPLE MONEYADS APPROACH 21
  75. 75. EXAMPLE MONEYADS APPROACH Audience Acquisition Campaign Impressions eCPM: $1.50 eCPC: $1.09 Retargeting campaign on Clicks/Cookies expanded cookie pool eCPM: $2.92 eCPC: $2.36 eCPA: $73.02 Actions Conversion Rate: 3.23% 21
  76. 76. EXAMPLE MONEYADS APPROACH Audience Acquisition Campaign Impressions Overall Performance eCPM: $1.50 eCPC: $1.09 Retargeting campaign on CPCacquisition + CPCretargeting Clicks/Cookies eCPA = expanded cookie pool Retargeting Conversion Rate eCPM: $2.92 = $106.95 eCPC: $2.36 eCPA: $73.02 Actions Conversion Rate: 3.23% 21
  77. 77. TAKEAWAYS 22
  78. 78. TAKEAWAYS 22
  79. 79. TAKEAWAYS 1 - Focus on metrics that count towards a more balanced view of marketing success - value all the methods for getting on base. 22
  80. 80. TAKEAWAYS 1 - Focus on metrics that count towards a more balanced view of marketing success - value all the methods for getting on base. 22
  81. 81. TAKEAWAYS 1 - Focus on metrics that count towards a more balanced view of marketing success - value all the methods for getting on base. 2 - Be measured about what you buy - buy college rather than high-school players. 22
  82. 82. TAKEAWAYS 1 - Focus on metrics that count towards a more balanced view of marketing success - value all the methods for getting on base. 2 - Be measured about what you buy - buy college rather than high-school players. 22
  83. 83. TAKEAWAYS 1 - Focus on metrics that count towards a more balanced view of marketing success - value all the methods for getting on base. 2 - Be measured about what you buy - buy college rather than high-school players. 3 - Diversify your talent - not everyone can afford to buy A-Rod! 22
  84. 84. TAKEAWAYS 1 - Focus on metrics that count towards a more balanced view of marketing success - value all the methods for getting on base. 2 - Be measured about what you buy - buy college rather than high-school players. 3 - Diversify your talent - not everyone can afford to buy A-Rod! 22
  85. 85. TAKEAWAYS 1 - Focus on metrics that count towards a more balanced view of marketing success - value all the methods for getting on base. 2 - Be measured about what you buy - buy college rather than high-school players. 3 - Diversify your talent - not everyone can afford to buy A-Rod! 4 - You don’t need to spend a lot to be successful - use focused strategies and robust data. 22
  86. 86. THANK YOU! odowns@adready.com @mathandporsches 23

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