The document discusses the online display advertising ecosystem. It outlines the main players in the ecosystem including ad agencies, publishers, ad networks, ad exchanges, and display technology platforms. It explains the services each provides and key considerations for advertisers. The document also provides a checklist for advertisers to evaluate their display advertising strategy and goals.

1. The Display Advertising Ecosystem:
The More You Know, The More You’ll Grow
Jamie Lomas
Vice President, Sales and Client Services

2. Agenda
Playing the Display Field
An Advertiser’s Basic Choices
 Ad Agencies
 Publishers
 Ad Networks
 Ad Exchanges
 Display Technology Platforms
An Advertiser’s Checklist
How to Get Started
© 2010 AdReady, Inc. Confidential 2

3. Overview
Online Display renaissance:
 “…the display part of our business is likely to be the next
billion dollar business.”
Eric Schmidt, CEO of Google
 “Display Advertising Will Surge by 10.5% in 2010“
Nothing But Net 2010 Internet Sector Outlook
© 2010 AdReady, Inc. Confidential 3

4. Overview (cont.)
Renaissance has pros and cons for marketers
 Pro: More options enter the market every day
 Con: Ecosystem has become increasingly complex
Advertisers can hire an agency, or manage display
in-house
© 2010 AdReady, Inc. Confidential 4

5. Playing the Display Field
© 2010 AdReady, Inc. Confidential 5

6. Formats
SWF (Shockwave Flash)
Static (GIF, JPG)
HTML
Rich Media (Pointroll, Eyeblaster)
 Expandables, page takeovers
Video
 Pre roll, post roll, mid roll
 In-banner
Mobile display units
Dynamic Ad Units
© 2010 AdReady, Inc. Confidential 6

7. An Advertiser’s Basic Choices
Ad Agencies
Publishers
Ad Networks
Ad Exchanges
Display Technology Platforms
© 2010 AdReady, Inc. Confidential 7

8. An Advertiser’s Basic Choices
Questions to ask:
 Should I use an advertising agency or not?
 Should I buy directly from media publishers and/or
through an intermediary to reach my intended
audience?
 If I want to buy through an intermediary, should I look
to ad networks or ad exchanges?
 Should I pay for technology solutions or “platforms” to
help me or my agency manage my campaigns?
© 2010 AdReady, Inc. Confidential 8

9. Agency
© 2010 AdReady, Inc. Confidential 9

10. What Do Advertising Agencies Provide?
Broad spectrum of advertising services, from creative to media,
strategy to tactical execution, across both offline and online media
channels
Many different marketing services under one roof, streamlining costs
and management, while ensuring a common, coordinated strategic
underpinning to both media and creative executions
Over 85% of the total US spending on display advertising in 2007 came
from the top 500 largest display advertisers, and the vast majority of
these advertisers use the top digital agencies (Nielson AdRelevance)
With the advent of more streamlined ad technology platforms smaller,
more regionally focused traditional agencies can now offer online
display advertising (more later)
© 2010 AdReady, Inc. Confidential 10

11. What Do Advertising Agencies Provide?
Questions to ask:
 Are my budgets large enough to ensure I’m an
attractive client and will thus get great service from one
of the top-tier digital agencies?
 Does my agency provide both media and creative
services, and if so, what are the fees for each?
 Is my agency an expert in digital media and specifically
online display?
 Does my agency utilize best of breed technologies to
cost effectively manage the logistics of my campaign,
and also measure and drive effective ROI performance?
© 2010 AdReady, Inc. Confidential 11

12. Online Publishers
© 2010 AdReady, Inc. Confidential 12

13. Online Publishers
Ad space brought directly through an in-house sales force or a self-
service technology, or indirectly via ad networks or ad exchanges
They often use either homegrown or commercially available ad
serving/inventory management technology
Because these technologies and teams can be expensive to employ,
they typically require advertisers to spend monthly minimums in the
many thousands or tens of thousands to get this full service.
With the advent of more streamlined ad technology platforms smaller,
more regionally focused traditional agencies can now offer online
display advertising (more later)
© 2010 AdReady, Inc. Confidential 13

14. Online Publishers
© 2010 AdReady, Inc. Confidential 14

15. Ad Networks
© 2010 AdReady, Inc. Confidential 15

16. Ad networks
Focus on audiences, not sites
Remnant, “Class 2”
Transparent Networks: full details on where their ads will be placed.
Blind Networks: advertisers must relinquish control over where their
ads will run.

17. Ad networks
Increased Targeting Capabilities to Reach Discrete
Audience Segments
Retargeting
<< ---- Performance ---- >>
Brand Keyword (Display)
Competitor Keyword (Display)
Category Keyword (Display)
Channel
Site
Behavioral / Intent
Demographic
Geographic
RON
<< ---- Reach ---- >>

18. Ad networks

19. Ad Exchanges
© 2010 AdReady, Inc. Confidential 19

20. Ad exchanges
Courtesy of Right Media

21. Ad Exchanges
© 2010 AdReady, Inc. Confidential 21

22. Display Technology Platforms
© 2010 AdReady, Inc. Confidential 22

23. Buying Platforms
Eliminate the Friction of Online Display Advertising:
Automated
Buying
Platform
© 2010 AdReady, Inc. Confidential 23

24. Buying Platforms
Scalable Access to Media Sources API enabled access
to leading sources
of inventory
© 2010 AdReady, Inc. Confidential 24

25. Buying Platforms
Creative Iteration and Optimization on the Rise
• Template-based creative systems with customization intelligence
• Dynamic creative systems that generate creative on the fly
• Leverage advanced targeting techniques to test creative
elements relative to placement
Images, text, and colors
are all editable for rapid
testing and optimization
without paying excessive
creative fees
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26. Buying Platforms
Growing Measurability and Analytics Options
Need transparency
across all sources.
© 2010 AdReady, Inc. Confidential 26

27. Reason #9
Costs to Test Display Ads Are Shrinking
Testing Cost* as a % of Total Annual Display Budget
With Automated Display Technology
Using Traditional Planning & Buying
Annual budget: $60,000 $600,000 $6,000,000
# Creatives: 3 10 10
# Media Sources: 3 10 10
* Testing costs include creative development and media minimums
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© 2010 AdReady, Inc. Confidential

28. Display
Advertising Checklist
© 2010 AdReady, Inc. Confidential 28

29. Display Checklist
New to display:
 My goals are: (brand / awareness vs. performance / DR)
 My yearly/quarterly budget is:
 My specific target audience is:
 I need X type of reporting to measure success:
 I have X current display ads already created:
 I have had success placing display ads through the following providers (and why):
 I faced challenges when placing display ads through the following providers (and why):
Experienced with display:
 How much of my overall display budget do I spend on testing / set up costs? Can this
be optimized?
 Is my ROAS similar or better than my competition?
 Am I delivering the right messages to the right target audiences?
 How can I have a more targeted ( personable) conversation with my prospective
clients?
 Can geo targeting help?
 How can creative costs be lowered?
© 2010 AdReady, Inc. Confidential 29

30. To learn more, request the white paper:
Display Advertising Ecosystem
Jamie Lomas: jlomas@adready.com
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