DES: LiveIntent Tech Talk: In a World of Infinite Inventory, What Do You Buy?
•Download as PPTX, PDF•
1 like•661 views
LiveIntent CEO, Matt Keiser, will share some of what he's learned about the value of the premium subscriber audience. Presenter: Matt Keiser, CEO, LiveIntent @mrkeiser
Recommended
More Related Content
What's hot
What's hot (7)
Similar to DES: LiveIntent Tech Talk: In a World of Infinite Inventory, What Do You Buy?
Similar to DES: LiveIntent Tech Talk: In a World of Infinite Inventory, What Do You Buy? (20)
More from Digiday
More from Digiday (20)
DES: LiveIntent Tech Talk: In a World of Infinite Inventory, What Do You Buy?
- 1. The Real-Time Ad Platform for Email
- 2. THE PROBLEM How can buying and selling email ad inventory be as efficient and easy as display?
- 3. LIVEINTENT The real-time source of global display advertising in email
- 6. SOURCES: 1. http://techcrunch.com/2013/01/08/triggit-facebook-exchange/ 2. http://www.businessinsider.com/facebooks-fbx-revenues-are-1-billion-per-year-2012-11#ixzz2HWOlMQUS
- 7. ARPU x EMAIL USERS = OPPORTUNITY There are 227.1 MM MOBILE $19.60 x 227.1MM = $4.45B EMAIL USERS DISPLAY (95% U.S. POPULATION) $61.14 x 227.1MM = $13.88B
- 8. We are the exclusive provider of auction-based e-mail advertising services for 100% of our RTB partners
- 9. EMAIL IS TRANSFORMING and we’re transforming with it
- 11. 28.3 seconds average time ads in view
- 12. SUBSCRIBERS RULE
- 14. .27% CTR 10x display on the web ≥ display retargeting .018% - 1.12%
- 16. 20% FREE EARNED MEDIA email forwards & re-opens
- 17. IN SUMMARY ① Premium trusted content ② Brand safe ③ Transparent ④ 10x performance ⑤ The early bird gets the worm
- 19. Contact us to find out how you can get a seat on our exchange rtb@liveintent.com .com The only real-time global source of premium display advertising in email
Editor's Notes
- 50% of the room is using email right now99% of the developed world uses email on a regular basiswhat is amazing is most of us don't realize just how broken email isthat is b/c it work so bloody wellit doesn't matter if you are Thompson Reuters or the Wall Street Journal, Facebook or Zynga, Weather.com or Groupon, (include advertisers) you use email and don't think of it as broken b/c it is so bloody effective! So why do i say it is brokenit is broken b/c it is the only media channel you deal with that is not real-timeand that makes it very very differentNo real-time optimization, no third or first party data targeting, no automatic creative rotation, day parting – you get the point!You can’t buy ads in emails the way you buy display, mobile, social or video
- at LiveIntent we are making it possible to buy and sell online ads in emails opened on computers, tablets and smartphones the same way you programatically buy and sell ads on the web and in mobile
- Let me see if I can convince you of the opportunity by reviewing some statsWhat am i showing is Adverting revenueper user - ARPU, for the 4 major online channelsDisplay, mobile, Social, VideoAs you can see, display is 3x as efficient as the other channels
- slightly different graph, same metric ARPU, Growth over time. Most rapidly for Video and social. Why is that?I personally think it is b/c they are finally at scale and their custom ad units are finally efficient to buy and sell b/c of real time buying technology
- The efficiency effect can be seen very clearly by doing a quick review of FBXIt launched in june and was on a billion dollar run rate by novemberWhat we also see is the early bird gets the worm as there is less competition so the yield is better for the advertiserThe launch and overwhelming success of FBX is proof that scale and efficiency around the buying selling process is all that matters.FBX launched on xx/yy/2012 and YYYY Million in advertisements were bought and sold, $$$$ per minute every minute.... (needs work)(probably not worth mentioning - Amazon, Linkedin and twitter are gearing up to follow suit)The early bird always gets the worm. Ask anyone that was early to Retargeting, FBX.
- if you are in this room and you are not using LiveIntent to buy display and mobile ads in emails opened on any device you are now in the minorityThe good news is integration is easy if you want to start buying or you can just use one of our existing partnersAt LiveIntent we have made it seamless to buy display ads opened on any device through the major DSPs and trading desks It is now just as easy to buy and sell display ads in emails opened on any device as it is to buy ads on FBX or RightMedia. (Slides on NYSE)
- So where does all of this leave email as communication channel.Is email going to die like so many predicted? NoooooEmail has simply transformedIt used to be something you only did at your desktop to something that is now in your pocket, with you everywhere you goAnd what better place to reach a user to get them to download an app then when they are on their phone ortablet consuming trusted content? Plain and simple, display ads served in mobile email works!Ads viewed on smartphones and tablets are the same experience as viewing a display ad on the web in email. They are not the intrusive poor performing ads that app developers are cramming into mobile apps that get a $.03 CPMIf you have tested mobile and it did not perform try mobile email inventory and you’ll be happy you did, our mobile inventory outperforms web and it is transparent and brand safe!
- No - email is the preferred method of commercial communication for every age demographic. we all use text messaging and social media to talk to our friend and familybut it is email where we interact with companies and engage with content
- Why should you care? I'll tell you why you should care.Email ads are view for 28.3 seconds on averageTo get an ad in email you need to go to a website, opt in, open your email, scan your inbox, select a message open it and then download images.Our impressions have what we like to affectionately call LiveIntent
- Said another way ads only reach loyalist, a publishers most valuable audience, their subscribersThe fans that went to their website and raised their hands and said send me your valuable content to my trusted inboxsubscribers rule. In part because they move the needle, but more because they are the loyalists, avid fans and better than ordinary fans or site visitors.
- So you the advertisers and agencies benefit from being in premium trusted content. All of these super premium publishers are now making their display in email inventory exclusively available through liveintent. Many of you probably already use registration data for targeting, but you are using it as behavioral data only. With LiveIntent you can target transparently and benefit from the Halo effect
- And that is why our media works better.That is right, it works better. The same ads with the same ease of buying and 10x the performance of standard displayYou are reaching a publishers best users, their subscribers and you are doing it in premium content where you only pay when the ad is shown.
- If this was real-time, it is not. This is what the experience would looks like, It is clean with low clutter The inventory is all branded publishersStandard IAB ad unitsEvery impression is a first impression And this ad would be served using essentially the same technology you use to serve real-time ads in display or mobileYou canuse demographics, pyschographics, first party data, third party data, machine learning, or white listed premium brand targeting to reach your target audience, the technology is virtually the same right down to Adchoices DAA compliance. (animate circles around adchoices and DAA) We make it so simple there is no friction in the marketplaceSo if you are looking for an easy way to move the needle this year look no further and the LiveIntent exchange to all of your media buys is simple and it performs.
- and there is more – “I have always wanted to say that”20% free earned mediaEmail is the original social app and over 90% of sharing still happens through email. As such we decided that we would not rotate ads when users forward or re-open mailIn summary:The opportunity is large – 4-14B once it is scaledThe inventory is brand safe and transparentYour ads are shown in trusted content to a publishers most valuable customers, their subscribersAnd the performance is 10x what you are seeing in standard displayAnd all you need to do to get started is add us to your next media b/c were already integrated with the major DSPs and trading desk
- In summary:Premium & Brand safe TransparentReach subscribers10x the performance20% Free earned mediaThe early bird gets the worm, don’t be last to try the LiveIntent exchange or you’ll be sorry
- Target the LiveIntent exchange in your next media buy and find out for yourself just how great subscriber inventory performs. In a world of infinite inventory target subscribers and you will succeed.
- This slide is not up long enough to matter at the conference. It should be included just so it gets posted on slideshare with the video.