The document discusses the relevance of real-time bidding (RTB) in digital advertising for small and medium brands and notes that RTB is not exclusive to large brands. It includes statistics on market budgets and conversion rates for various U.S. cities in 2013, indicating the importance of RTB as part of an overall marketing strategy. The content emphasizes that RTB should be integrated as a tactical element within broader digital buying efforts.

1. RTB FOR SMALL & MEDIUM BRANDS
9.20.2013
@mhodgdonh"p://vimeo.com/75109650

3. RTB IS NOT JUST
FOR THE LARGE
BRANDS AND
AGENCIES.

4. The Founding Dates of Companies Operating a DSP, by Year
Founded
Source: Google

5. Announcement of RTB Support Among Exchanges by Year Announced
Source: Google

6. ECOSYSTEM: PLAYERS & THEIR ROLES

7. DIGITAL BUYING EVOLUTION

8. DIGITAL BUYING EVOLUTION

9. DIGITAL BUYING EVOLUTION

10. DIGITAL BUYING EVOLUTION

13. 2X
Conversions

14. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0
50
100
150
200
250
300
M
ondayTuesday
W
ednesdayThursday
FridaySaturdaySunday
ConversionRate
Conversions
0%#
5%#
10%#
15%#
20%#
25%#
30%#
35%#
40%#
45%#
0#
50#
100#
150#
200#
250#
300#
M
onday#Tuesday#
W
ednesday#Thursday#
Friday#Saturday#Sunday#
Conversion)Rate)
Conversions)

16. MARKET 2013 BUDGET %
CINCINNATI $81,000 17%
CLEVELAND $67,000 42%
COLUMBUS $210,000 11%
DAYTON $88,000 14%
INDIANAPOLIS $159,000 24%

18. March&&&April&
1&:&8.5&
March & April
1: 8.5
May & June
1: 11.7

20. RTB IS...
A LAYER

21. PART OF AN OVERALL STRATEGY

23. March&&&April&
1&:&8.5&

25. A PIECE OF
A TACTICAL
PLAN

27. Prospect
Remarket
Pixel

35. @mhodgdon(