This document discusses data driven display advertising and programmatic buying. It provides 5 steps for achieving real-time, relevant display ads through programmatic buying. The steps include: 1) Setting the right KPIs, 2) Choosing creatives that fit the target audience and goals, 3) Directing media buying, 4) Reaching known audiences through retargeting, and 5) Measuring, understanding, and improving through attribution modeling that accounts for assisted conversions in addition to last-click conversions. The document emphasizes that display advertising contributes to branding and awareness goals in the upper funnel and can increase name recognition and conversions over the long term.

1. Data driven display advertising
IN 5 STAPPEN NAAR
REAL-TIME, RELEVANTE
ADVERTENTIES MET
PROGRAMMATIC

2. Wij zijn Expand Online.
’11 ’12 ’13 ’14 ’15
Zoekmachine Marketing,
Web Analytics en
Conversie Optimalisatie
Rendementsgerichte
Online Campagnes
Team van
70 Online Marketeers
Proud member van de
Dept Family
70

3. Wij bereiken maximaal rendement voor o.a.

4. Nederland koploper op Programmatic gebied.
Netherlands
UK
France
Australia
Japan
Germany
Spain
China 23%
31%
33%
40%
52%
56%
59%
60%
Programmatic Display Ad Spending in Select Countries Worldwide, 2017

5. Complex landschap

7. Complex landschap
Totdat Google aan het
werk ging…

8. Stap 1
Stel de juiste KPIs.

9. Programmatic buying.
Performance Thinkers Brand Thinkers

10. Programmatic buying.
Performance Thinkers Brand Thinkers
Last Click Experts
SEM bureaus
KPI’s
Conversies
Conversieratio
CPA
KPI’s
Merkbekendheid
Bereik
Frequentie
Brand Builders
traditionele
mediabureaus

11. Programmatic buying.
Performance Thinkers Brand Thinkers
Last Click Experts
SEM bureaus
KPI’s
Conversies
Conversieratio
CPA
Programmatic
marketeers
KPI’s
Merkbekendheid
Bereik
Frequentie
Brand Builders
traditionele
mediabureaus

12. Google Analytics, Omniture etc.
DoubleClick biedt toegankelijk platform
voor managen complexiteit binnen
programmatic.
Laagdrempelig managen van
complexiteit binnen programmatic. Campaign manager
Ad Serving en Reporting

13. Google Analytics, Omniture etc.
Studio
Rich media creatie
Bid Manager
Real Time Bidding
(RTB)
Search (DS)
SEA
DoubleClick biedt toegankelijk platform
voor managen complexiteit binnen
programmatic.
Laagdrempelig managen van
complexiteit binnen programmatic. Campaign manager
Ad Serving en Reporting
Mobile, Vpaid,
Expandable
Sanoma, Facebook,
Telegraaf, etc.
AdWords, Bing,
Yahoo!

14. Stap 2
Kies Creatives die passen bij uw
doelgroep en doelstellingen.

15. Complex landschap
Zeer uitgebreid spectrum van formaten (I)
IAB standaard formaten

16. 11.
Mobile Half page
320x240
Mobile Interstitial
1x1
Medium rectangle
300x250
Mobile leaderboard
320x50
Large mobile banner
320x100
x
Zeer uitgebreid spectrum van formaten (II)
Mobile ads

17. Zeer uitgebreid spectrum van formaten (III)
Video & rich media ads

19. Aandeel video binnen display formaten groeit snel (bron: IAB, NL)

20. Stap 3
Richt uw media
buying in.

21. Premium Buy
Guaranteed position and price
Brand safety: premium websites
More and more replaced by auction model
Private Marketplace
Closed auctions, special deals between networks and
advertisers
Usually minimum bid prices
“First look” for auction participants
Advanced targeting and use of 1st and 3rd party
cookie data
Open Exchange
Open Market place: bidding in open auctions
Access to all open networks and inventory within one
system
Advanced targeting and use of 1st and 3rd party
cookie data
Welke type display inkoop past bij uw campagne?

22. Juiste banner, op het juiste moment, op de juiste locatie, aan de juiste
persoon.
Groot bereik op premium websites, RTL, Sanoma Media, Telegraaf Media.
Real Time Bidding (RTB) via open exchanges.
99%
Bereik
30 miljard
Views/mnd
0,1%
Gemiddelde CTR
€2,50
Bereik (vanaf)

23. Bereik ook premium
sites via RTB.

24. Zeer groot bereik.

25. Stap 4
Ook knowns bereiken.

27. 1 2 3
Voldoet aan gestelde
retargeting criteria…
Gebruiker bekijkt
producten op de site…
En krijgt deze weer
te zien via RTB
Dynamische retargeting.
Geavanceerde retargeting via DoubleClick Ad Exchange met volledige controle
Implementatie via Data Layer Tag Manager
Segmentatie op basis van doelgroepen, gedrag, type pagina’s, bestellingen
Frequency capping zelf in te stellen, bijv. Hoger bij shopping cart abandoners dan bij product viewers
Bid management op basis van afhaakmoment, waarde winkelmandje, loyaliteit klant etc.

28. Stap 5
Meten, weten, verbeteren.

29. “Half the money I
spend on advertising
is wasted, I just don’t
know which half.”

30. Veelgehoorde opmerkingen over ROI via Display…
My Search Brand campaigns
are the only ones driving good
CPA and positive ROI.
“
Why should I invest in Display
if I barely have conversions in
this channel?
“
My branding channels
haven’t got any last-click
conversions.
“
Although it’s a branding channel, I
still analyse it from a performance
perspective.
“
I don’t know how I should allocate
budget based on the contribution of
every channel, especially mobile.
“

31. Het doel van een attributie
model is om betere inzichten
in het effect van display te
verkrijgen

32. Meerdere touchpoints in customer journey dragen bij aan
uiteindelijke conversie
click
Search
view
RTB
click
Retargeting
Buy
click
view
Premium display
Orientation
SITE
view
See Think Do
Single
user
path
start
Impressies,
new visitors
CTR, micro conversion,
supporting conversion
Conversies,
CPA, ROI
conversion

33. Don’t just focus on last-click conversion.
Linear
Time Decay
Position-based
Conversion Credit Change under
Non-Last Click Model
+ 109%
+ 6%
+ 5%
Channel 1
Channel 2
Channel 3

34. 1.
2.
3.
4.
5.
6.
7.
8.
1,565 (31.67%)
1,059 (21.43%)
390 (7.89%)
232 (4.63%)
121 (2.45%)
104 (2.10%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
4.20
1.21
0.39
0.84
0.37
0.87
373
878
998
272
330
119
(2.40%)
(36.96%)
(17.66%)
(4.84%)
(5.87%)
(2.12%)
Assisted
Conversions
Assisted
Conversion Value
Last Click or Direct
Conversions
Last Click or Direct
Conversion
Value
Assisted/Last Click
or Direct
Conversions
Custom Channel Grouping
Display & Video: Mid Funnel
Paid Search: Generics
Display & Video: Upper Funnel
Direct
Referral
Paid Search: Brand
Social Network
Display & Video: Lower Funnel
Assist
Conversions
Last-Click
Conversions
Assist Ratios=
Zorg voor een attributie
model waarin assisted
conversies worden
meegewogen.

35. 15.0 5.09.0 3.1 0.8 0.7 0.6 0.5 0.3
DirectOrganic
Search
Display & Video:
Lower Funnel
Referral
Email
Paid Search:
Generic
Display & Video:
Mid-FunnelDisplay & Video:
Upper Funnel
More likely to be assist touchpoint More likely to be last touchpoint
Assis
Ratios
Brand Paid
Search
1.
2.
3.
4.
5.
6.
7.
8.
1,565 (31.67%)
1,059 (21.43%)
390 (7.89%)
232 (4.63%)
121 (2.45%)
104 (2.10%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
$0.00 (0.00%)
4.20
1.21
0.39
0.84
0.37
0.87
373
878
998
272
330
119
(2.40%)
(36.96%)
(17.66%)
(4.84%)
(5.87%)
(2.12%)
Assisted
Conversions
Assisted
Conversion Value
Last Click or Direct
Conversions
Last Click or Direct
Conversion
Value
Assisted/Last Click
or Direct
Conversions
Custom Channel Grouping
Display & Video: Mid Funnel
Paid Search: Generics
Display & Video: Upper Funnel
Direct
Referral
Paid Search: Brand
Social Network
Display & Video: Lower Funnel
Assist
Conversions
Last-Click
Conversions
Assist Ratios=

36. Analyseer naast bereik en vertoningen ook conversies en ratios in Assisted
Conversion rapportages.
Staar je niet blind op conversies, Display is een upper funnel kanaal en helpt
bij brandbuilding en awareness.
Display draagt op de langere termijn bij aan meer naamsbekendheid en
toename van conversies.
Succes meten van je display campagnes.
1.
2.
3.

37. Vragen? Fire away.
Bedankt!