Danish RTB Summit november 2013

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This document discusses an online publisher's transition from direct sales to automated trading to improve performance. It shows how automated trading increased the publisher's revenue from $680M in 2009 to $3.1B in 2013, with 50% of revenue now coming from automated sources. The publisher was able to diversify its products beyond display to grow video and mobile advertising by 180% and sponsorships by 250% from 2010 to 2013. Automated trading has allowed the publisher to focus on more expensive inventory and eliminate competition while increasing market position and margins. The publisher advocates for independent technology and self-service platforms to continue improving performance in the future.

Marketing Business Technology

Automated Trading: Improve performance of display

Presentation: Publisher Market
Date: Q1 2013

About us

Presentation: Publisher Market
Date: Q1 2013

Presentation: Publisher Market
Date: Q1 2013

TYPICAL ONLINE DISPLAY MEDIA ORDER PROCESS

cannibalize yourself, before
someone else will

REVENUE PER SOURCE
100%

80%

60%

40%

20%

0%
2009

2010

Automated

2011

Direct sales

2012

2013
180%

160%
140%
120%
100%
2013

80%
60%
40%
20%
0%
Video

Mobile

Sponsorships
250%

200%

150%
Sponsorships
100%

50%

0%
2010

2011

2012

2013

Expensive people started to
focus on expensive products

Week #08
Week #10
Week #12
Week #14
Week #16
Week #18
Week #20
Week #22
Week #24
Week #26
Week #28
Week #30
Week #32
Week #34
Week #36
Week #38
Week #40
Week #42
Week #44
Week #46

Low CPM’s are getting high
Index

250%

200%

150%

100%
Index

Linear (Index)

50%

0%

And not because of
Dealids/PmP
Revenu

Deal Ids
RTB
non RTB

Better relationship between
advertiser and publisher…

Without proper Analytics you loosing lot of money. Billions of dollars are wasted without results. But even with use of popular analytics software you still can loose a lot when you have big amount of conversions made in offline but after visiting the web-site. You have to make your analytics elaborate, get as much information as possible, if you have phone calls - start using call tracking service like Ringostat. Integrate all your data with CRM. As a result you can decrease CAC (customer aquisition cost) by up to 80%.

Testing for Marketing Campaign Success

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Title: Making over a beauty icon Avon has been delivering beauty products to doors for over a century – selling through millions of Avon Representatives to customers across the world. It’s a 130 year business model that is undergoing huge transformation. Supply chain evolution (and revolution) is core to Avon’s transformation strategy. The ultimate aim – to delight HER – the Beauty Entrepreneur at the centre of the business, selling through her social networks. Graeme will share more about Avon’s plan to open up the business to future growth – through digitisation, through partnerships and through new and innovative ways of working.

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Make the most of what you’ll learn at Indeed Interactive by starting it off right: with a clear view of the new world of hiring. Kevin Walker, Indeed’s Director of Employer Insights, maps it all out, starting with a then-and-now look at the hiring landscape, including trends that are worth watching. Learn what challenges are on the minds of your peers, based on survey data from all of you attending the event, and get an overview of what’s to come during the rest of the conference. More people find jobs on Indeed than anywhere else. Indeed is the #1 job site in the world and allows job seekers to search millions of jobs on the web or mobile in over 50 countries and 28 languages. 180 million people each month search for jobs, post resumes and research companies on Indeed, and Indeed is the #1 source of external hires for thousands of companies. (sources: SilkRoad & iCIMS). For more information about how Indeed can help you hire, visit: United Kingdom - indeed.co.uk/hire Germany - de.indeed.com/recruiting Netherlands - indeed.nl/personeel France - indeed.fr/recrutement Ireland - ie.indeed.com/hire

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Service or Experience Economy - What's your business?

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Ringostat at websummit

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Danish RTB Summit november 2013

1. Automated Trading: Improve performance of display Presentation: Publisher Market Date: Q1 2013

2. About us Presentation: Publisher Market Date: Q1 2013

3. About us Presentation: Publisher Market Date: Q1 2013

6. Presentation: Publisher Market Date: Q1 2013

8. ― Steve Jobs

9. TYPICAL ONLINE DISPLAY MEDIA ORDER PROCESS

10.

11. PROMISS Adspend Publisher

12.

13. REALITY Adspend Publisher

14. What happened???

15.

16. $81M $680M $400M $3100M $750M $1300M

17. GOAL Adspend Publisher

18. FUTURE Adspend Publisher

19.

20. cannibalize yourself, before someone else will

21. REVENUE PER SOURCE 100% 80% 60% 40% 20% 0% 2009 2010 Automated 2011 Direct sales 2012

22. Sales Automated non automated

23. 50% revenue is handled by

24. The other 50% by a sales force of 25

25. 2013 180% 160% 140% 120% 100% 2013 80% 60% 40% 20% 0% Video Mobile

26. Sponsorships 250% 200% 150% Sponsorships 100% 50% 0% 2010 2011 2012 2013

27. So we didn’t cannibalize?

28.

29. Expensive people started to focus on expensive products

30. Myth about RTB

31. Week #08 Week #10 Week #12 Week #14 Week #16 Week #18 Week #20 Week #22 Week #24 Week #26 Week #28 Week #30 Week #32 Week #34 Week #36 Week #38 Week #40 Week #42 Week #44 Week #46 Low CPM’s are getting high Index 250% 200% 150% 100% Index Linear (Index) 50% 0%

32. And not because of Dealids/PmP Revenu Deal Ids RTB non RTB

33. 2%

34. Our deal id..

35.

36. Better relationship between advertiser and publisher…

37.

38. Eliminate competition

39. ADDITIONAL MARGIN

40. Increase market position

41. Be aware of your partners… or

42.

43. Whats next?