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Kasper Wodstrup Rost, Delta Projects - Headstart d. 2. juni 2015

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The advertising business is changing vastly at the moment as programmatic advertisement is increasingly on companies radar. Kasper will enlightens us about this new trend, and what the advantage there are to combine creativity and advertisement with real time data.

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Kasper Wodstrup Rost, Delta Projects - Headstart d. 2. juni 2015

  1. 1. Delta Projects | Evolving technology for online advertising Programmatic at a glance 1
  2. 2. Delta Projects | Evolving technology for online advertising 2 History 1995 The first Banner Ad 2000 2004 2007 2009 2011 2012 2013 Affilates Search Ad Exchanges Social Media Real Time Bidding RTB Private Marketplaces Video RTB DSP/ SSP Ad networks 2014
  3. 3. Delta Projects | Evolving technology for online advertising 3 We are not simple people anymore
  4. 4. Delta Projects | Evolving technology for online advertising 4 Fragmentation and data structure is key =
  5. 5. Delta Projects | Evolving technology for online advertising Delta Projects | Evolving technology for online advertising What’sourmission? We focus on finding your customers, not a website they might visit. It’s about connecting the Advertiser with the right User. Better campaigns for the Advertiser, relevant content for the User.
  6. 6. Delta Projects | Evolving technology for online advertising 6 Pre-campaign report Campaign brief Campaign Post-report
  7. 7. Delta Projects | Evolving technology for online advertising 7 Case - Retargeting 0,00%$ 0,20%$ 0,40%$ 0,60%$ 0,80%$ 1,00%$ 1,20%$ 1,40%$ 1,60%$ 1,80%$ 02*01*11$02*02*11$02*03*11$02*04*11$02*05*11$02*06*11$02*07*11$02*08*11$02*09*11$02*10*11$02*11*11$02*12*11$02*13*11$02*14*11$02*15*11$02*16*11$02*17*11$02*18*11$02*19*11$02*20*11$02*21*11$02*22*11$02*23*11$02*24*11$02*25*11$02*26*11$02*27*11$02*28*11$ Group exposed to Delta Projects advertising Reference group Client: Trygg Hansa Media Agency: Starcom Campaign type: Retargeting Market: Sweden Campaign period: Continuous Main objectives: Generate traffic and orders. Effect: Delta Projects increased the number of returning customers with 100%! Industry: Insurance
  8. 8. Delta Projects | Evolving technology for online advertising 8 Case - Profiles Contacts Clicks Click orders View orders Media cost Order value Delta Projects 250,000 2,000 16 280 50,000 295,000 Site/ Network 1 7,000 150 6 50 3,000 80,000 Site/ Network 2 125,000 2,000 0 6 27,000 0 Site/ Network 3 400,000 3,300 6 240 45,000 110,000 Site/ Network 4 1 300 000 3,500 7 280 40,000 110,000 Site/ Network 5 300,000 1,300 1 18 55,000 15,000 Site/ Network 6 2,300,000 4,000 2 300 35,000 25,000 Summary 3,382,000 16,250 38 1,174 255,000 635,000 Delta Projects was run against 6 networks and large publishers. Delta Projects decided to target browsers with the travel profile. High profile international travel group Effect: Delta Projects generated 46% of the order value in the campaign while only using 20% of the budget! Client: Anonymous Media Agency: Anonymous Campaign type: Profile Market: Sweden Campaign period: 4 weeks Main objectives: CPO Industry: Travel
  9. 9. Delta Projects | Evolving technology for online advertising 9 Case - Profiles Client: Emirates Media Agency: Starcom Campaign type: Profile Market: Denmark Campaign period: 4 weeks Main objectives: Branding Since Delta Projects both had the best audience measurement score and cost measurement score, it comes out with the best total score. TOTAL ONLINE PERFORMANCE SCORE - MEDIA The client wanted to compare the branding effect between Delta Projects and two other media investments (1 site and 1 ad network). The metrics used where: Cost measurement score • Cost per in-screen • Cost per click • Cost per interaction Audience measurement score • Share of audience score • Affinity score The total campaign was then evaluated on a combination of the cost and audience measurement score. Network Site X
  10. 10. Delta Projects | Evolving technology for online advertising 10 Case - Opel Industry - Autos Inventory: Apps and mobile sites Campaign goal: eCPC € 0,25 Result: eCPC € 0,20 CTR: 0,32 % Reach: 3119157 Client: Opel Media Agency: Aegis Campaign type: Profiles Market: Holland Campaign period: 4 weeks Main objectives: Response Creatives
  11. 11. Delta Projects | Evolving technology for online advertising Forecast and figures 11 Global Programmatic spend, based on Mobile, Display and Video* *Source; http://www.inma.org/ *In 2017, 59% of total global display ad spend will be bought programmatically 0 15 30 45 60 2013 2014 2015 2016 2017 US$ billion
  12. 12. Delta Projects | Evolving technology for online advertising 12 • What is Programmatic and how do you succeed? • The fragmented browsing behaviour - how do you reach your audience? • Working with profiles • Using data - how to get the most out of your campaigns • Branding vs. Performance • Handling click-fraud • CARAT (Dentsu Aegis Network) presents • Client cases • Development and trends in the market

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