Lijit Networks - Finding More of a Good Thing: Using SSP’s to Extend Audience Reach
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This document discusses how supply side platforms (SSPs) can help advertisers extend their audience reach by finding more engaged audiences across many publisher sites. It presents two case studies: (1) Expansion Audience Discovery uses a known "keystone" audience to uncover related audiences and content on other sites, and (2) Conversational Targeting uses semantic analysis to find conversations relevant to advertisers and target those discussions across thousands of sites. The results show these approaches can significantly expand audiences and often improve click-through rates compared to site-aligned campaigns. Going forward, the document proposes combining these technologies across a large network of sites to create high-scale, high-performance advertising opportunities.
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Lijit Networks - Finding More of a Good Thing: Using SSP’s to Extend Audience Reach
- 1. Finding more of a good thing: Using SSPs to extend audience reach March 2012
- 2. What the Agency Says I need more impressions, I need more conversions, I need more sites exactly like Ginger.com What the Exchange Hears Blah Blah, impressions, Blah Blah, conversions, More Ginger.com
- 3. THIS IS @ 117,756 Publisher Sites 22.3M Daily Uniques (192M Monthly Domestic) 700M Daily Real-time Exchange Transactions TOP 10 Networks according to Comscore Source: comScore Media Metrix July 2011
- 4. Brand/Performance - there's always that one site • Portals have a lot of traffic, but the audience isn’t that engaged. • Ad Networks and Exchanges have a lot of traffic but it’s not always clear what/where you’re buying. • How do you find more of that great audience in that special niche?
- 5. Two Case Studies in Audience Finding… Platforms or Supply Side sources have a wealth of Big Data. FMP/Lijit is exploring two ways to find more Great Audiences + Great Content in the Independent Web. • Expansion Audience Discovery: – Using a known Keystone audience to uncover content previously unknown and audiences not currently served. • Conversational Targeting: – Using Semantic Technology to find conversations and audiences relevant to Advertisers at scale.
- 6. Case Study 1: Expansion Audience Discovery Keystone Site: Dooce.com / Author: Heather Armstrong Find Other Sites: Dooce readers appearing on other Lijit sites Select Genre Sites: Reduce resulting site set to sites with same genre Calculate Expansion Audience: Similar Readers on Similar Sites
- 7. Case Study 1: Expansion Audience Discovery • Observing Reader Appearances in 30 days. All Audience – All Audience Cross Over: 100% 100% of Dooce Site Audience appeared on another sites Lifestyle Audience in the exchange – Keystone Audience: 27% 27% of Dooce Site Audience were seen again on sites in Target Site Audience the Lifestyle Genre – Expansion Audience: 10X Keystone Audience that visited the same sites as the Keystone Audience Audience but never visited the Dooce site. Genre Expansion – Genre Expansion Audience: 2X Audience Audience that visited the same sites in the same Genre as the Keystone Audience, but never visited the Dooce Expansion Audience site.
- 8. Case Study 2: Conversational Targeting Find Organic Topics: For instance, tablet computing and “We can imagine that a fair share of iPads got target audience. unwrapped this morning, and the first thing you’re going to want to do is switch it on and get a few awesome apps on there.” Find Candidate Articles: Using Sematic Analysis across thousands of sites. "For a chic carrying case that doesn’t remind you of surfing the crimson tide, try Blythe Calculate Expansion Audience: King’shandsome Based on viewing patterns of that iPadiSockit, which features a specific article. "If you have a sling-flap closure and a front pocket computer, iPhone, iPad, Blackb you can button up" erry, or Android device, you Track Campaign Performance: can download more books than you will ever be able to read for Traffic and optimize performance free." across target inventory. Compare to Site Aligned Results: Comparison of performance to best performing site aligned campaigns.
- 9. Case Study 2: Conversation Targeting Results • Audience Expansion highly dependent on specificity of targeting • Across the board CTR with Conversational Targeting proved Equal or Higher Advertiser CT Target Overall CTR CT CTR Trend Cloud 0.12% Higher Microprocessors 0.08% Higher Software Services 0.07% Network 0.12% Higher Operating Systems 0.08% Higher Shopping 0.06% Equal Fashion Item 0.06% Fashion 0.07% Higher Mobile Phone Mobile Phones 0.10% 0.11% Higher Mobile Phone Mobile Phones 0.07% 0.10% Higher Delivery Services SMB 0.09% 0.35% Higher Autos 0.09% Higher Vehicle Launch 0.05% Green 0.05% Equal Retail Sales Mobile Phones 0.46% 0.51% Higher Software as Service SMB 0.06% 0.09% Higher Mac 0.12% Higher Computer 0.10% Laptops 0.12% Higher 9
- 10. Conclusions: Next Phases… Expansion Audience Discovery & Conversational Targeting have both proved to be successful ways to expand audience. • Expansion Audience Discovery: – Use a known audience to find new audiences and like content to expand inventory. • Conversational Targeting: – Leverage relevant conversations to place brands where key product decisions are being made. Next Up: Use a combination of both technologies across huge swaths of Independent Web to create massive scale and high performance.