Keynote at Adform event about Real Time Bidding (RTB) with our client case of Essent. "RTB first-mover advantage for Belgian advertisers" By Möbius Franssen.

1. Adform keynote
RTB first-mover advantage for Belgian
advertisers
Steven Soers (essent.be)
Möbius Franssen (Intracto)

2. Story & Strategy
Steven Soers (essent.be)

3. essent.be Strategy
• Being visible during ‘key moments’
– Moving, Marriage, Building a house, …
• Pushing brand awareness
• Keeping a sharp price perception
– Using different propositions and promotions
• Structural online presence without overkill

4. essent.be Strategy

5. • Fits inside our channel mix as important push & retargeting
channel for brand awareness and a strong online presence
without overkill by using frequency caps and banner rotations
• Key moments: Interest targeting, domain push and exclusion,
specific inventory, retargeting specific tracking points
• Provides an easy platform for quick creative changes
How does RTB help our strategy?

6. essent.be RTB Fun Facts
• Active since 2013
• 500.000.000+ impressions and counting
• Tracking tool for third party campaigns
• 50% awareness 50% retargeting
• 50% VL 50% WL

7. essent.be Banners
• Rotation of creatives and propositions
• A/B test different variations

8. essent.be Video
• Skip- vs non-skippable
• High CPM
• High CTR

9. essent.be Rich Media
• 3D box
– Leaderboard
– Halfpage
– IMU

10. essent.be Rich Media
• Learnings:
– More interaction
– Higher CTR
– Targeting advantage of RTB

11. Tactics & Optimisation
Möbius Franssen (Intracto)

12. RTB optimisation
• Bid changes
• Boost win rate %
• Push performing networks
• Exclude irrelevant domains

13. RTB optimisation
• Admantx
– Advanced segmentation and brand safety
• Rich media
– Against banner blindness
• Deal ID’s
– Premium packages with local publishers (quality over quantity)
• Keeping sanity level
– Not pushing the brand but rather the proposition
– Frequency capping

14. Performance over time
• CPM
• CPC

15. Retargeting
• Specific tracking points
• Exclude converted visitors
• DCO (product retargeting)

16. Future of RTB
• Growing demand for RTB campaigns
• Continuously growing network
• Even more programmatic - data driven
• Growing number of high-impact formats
• Importance of social media
• Focus on interaction via lead generation

17. Questions?
Steven Soers (essent.be)
@soeshy
Möbius Franssen (Intracto)
@MobiusFranssen

18. Adform keynote
Thank You
Steven Soers (essent.be)
@soeshy
Möbius Franssen (Intracto)
@MobiusFranssen