Olly Down's presentation at Seattle Interactive Conference 2011.

1. Moneyball
How buying by “On Base Percentage”
rather than “RBIs” drives results in Display Advertising
Olly Downs
Consulting Chief Scientist, AdReady
1

2. THE ART OF WINNING
AN UNFAIR GAME
2002 New York Yankees 2002 Oakland Athletics
2

3. THE ART OF WINNING
AN UNFAIR GAME
$125,000,000
$41,000,000
2002 New York Yankees 2002 Oakland Athletics
2

4. WHY?
BASEBALL & DIGITAL ADVERTISING
Baseball Digital Advertising
Runs Actions
Goal
(more than opponent) (more than alternative)
Asset Players Media / Data
Budget Player Salaries Media Purchased
9 Innings
Constraint Campaign Duration
(27 outs)
3

5. WHY?
BASEBALL & DIGITAL ADVERTISING
Baseball Digital Advertising
RBI (runs-batted-in)
How to Evaluate eCPC / eCPA
OBP (on-base-percentage)
The Premium Strategy A-Rod Home Pages / Sponsorships
The Non-Obvious Find Undervalued Talent/Use Different Find Undervalued,
Strategy Metrics Non-Obvious Sites/Segments
Pick More Mature Players or Identify
Intelligently Initialize and/or Quickly Adapt/
Commonalities of Younger Players with
Optimize Campaign Parameters
Known Players
4

6. MONEYBALL
STRATEGY
5

7. MONEYBALL
STRATEGY
• We might want to buy runs, but we benefit from players who get on base
• Purchase Established Players based on different metrics – OBP vs. HR
• Selectively draft College Baseball players rather than High School Players – stable statistics
• Buying High School Players, look for similarities with mature players who have the right metrics
5

8. MONEYBALL
STRATEGY
• We might want to buy runs, but we benefit from players who get on base
• Purchase Established Players based on different metrics – OBP vs. HR
• Selectively draft College Baseball players rather than High School Players – stable statistics
• Buying High School Players, look for similarities with mature players who have the right metrics
5

9. MONEYBALL
STRATEGY
• We might want to buy runs, but we benefit from players who get on base
• Purchase Established Players based on different metrics – OBP vs. HR
• Selectively draft College Baseball players rather than High School Players – stable statistics
• Buying High School Players, look for similarities with mature players who have the right metrics
• It’s been 9 years since the Oakland A’s incredible season
• Moneyball principles have garnered significant adoption across MLB
• BUT inefficiencies still exist
5

10. THE “EFFICIENT FRONTIER”
BASEBALL
100%
Signing Probability
50%
Salary Offered
0%
6

11. THE “EFFICIENT FRONTIER”
BASEBALL
What at least one other
team is willing to pay
100%
Signing Probability
50%
Salary Offered
0%
6

12. THE “EFFICIENT FRONTIER” W
BASEBALL
100%
Signing Probability
50%
Salary Offered
0%
6

13. EFFICIENT FRONTIER
HIGH-COST, HIGH PERFORMANCE PLAYERS
7

14. EFFICIENT FRONTIER
HIGH-COST, HIGH PERFORMANCE PLAYERS
• Top 10 players Players by Salary Team Salary
Alex Rodriguez New York Yankees $32,000,000
• By 2011 Salary Vernon Wells Los Angeles Angels $26,642,857
CC Sabathia New York Yankees $24,285,714
Mark Teixeira New York Yankees $23,125,000
Todd Helton Colorado Rockies $20,275,000
Miguel Cabrera Detroit Tigers $20,000,000
Roy Halladay Philadelphia Phillies $20,000,000
Ryan Howard Philadelphia Phillies $20,000,000
Alfonso Soriano Chicago Cubs $19,000,000
Carlos Lee Houston Astros $19,000,000
7

15. EFFICIENT FRONTIER
HIGH-COST, HIGH PERFORMANCE PLAYERS
• Top 10 players Players by AVG Team Salary
Skip Schumaker St Louis Cardinals $2,750,000
• By 2011 Salary Jimmy Rollins Philadelphia Phillies $8,500,000
• By 2011 Batting Average Chase Utley Philadelphia Phillies $15,285,714
Jorge Posada New York Yankees $13,100,000
Brett Gardner New York Yankees $529,500
Ryan Braun Milwaukee Brewers $4,287,500
Kelly Shoppach Tampa Bay Rays $3,000,000
David Freese St Louis Cardinals $416,000
Chris Young Arizona Diamondbacks $5,200,000
Magglio Ordonez Detroit Tigers $10,000,000
7

16. EFFICIENT FRONTIER
HIGH-COST, HIGH PERFORMANCE PLAYERS
• Top 10 players Players by HR Team Salary
Jose Bautista Toronto Blue Jays $8,000,000
• By 2011 Salary Matt Kemp Los Angeles Dodgers $7,100,000
• By 2011 Batting Average Mark Reynolds Baltimore Orioles $5,333,333
Dan Uggla Atlanta Braves $9,146,942
• By 2011 Home Runs Mike Stanton Florida Marlins $416,000
Jacoby Ellsbury Boston Red Sox $2,400,000
Jay Bruce Cincinnati Reds $2,791,667
Michael Morse Washington Nationals $1,050,000
Paul Konerko Chicago White Sox $12,000,000
Troy Tulowitzki Colorado Rockies $5,500,000
7

17. EFFICIENT FRONTIER
HIGH-COST, HIGH PERFORMANCE PLAYERS
• Top 10 players Players by OBP Team Salary
Jose Bautista Toronto Blue Jays $8,000,000
• By 2011 Salary
Matt Kemp Los Angeles Dodgers $7,100,000
• By 2011 Batting Average Mark Reynolds Baltimore Orioles $5,333,333
Dan Uggla Atlanta Braves $9,146,942
• By 2011 Home Runs Mike Stanton Florida Marlins $416,000
• By On Base Percentage Jacoby Ellsbury
Jay Bruce
Boston Red Sox
Cincinnati Reds
$2,400,000
$2,791,667
Michael Morse Washington Nationals $1,050,000
Paul Konerko Chicago White Sox $12,000,000
Troy Tulowitzki Colorado Rockies $5,500,000
7

18. EFFICIENT FRONTIER
HIGH-COST, HIGH PERFORMANCE PLAYERS
• Top 10 players Players by OBP Team Salary
Jose Bautista Toronto Blue Jays $8,000,000
• By 2011 Salary
Matt Kemp Los Angeles Dodgers $7,100,000
• By 2011 Batting Average Mark Reynolds Baltimore Orioles $5,333,333
Dan Uggla Atlanta Braves $9,146,942
• By 2011 Home Runs Mike Stanton Florida Marlins $416,000
• By On Base Percentage Jacoby Ellsbury
Jay Bruce
Boston Red Sox
Cincinnati Reds
$2,400,000
$2,791,667
Michael Morse Washington Nationals $1,050,000
Paul Konerko Chicago White Sox $12,000,000
Troy Tulowitzki Colorado Rockies $5,500,000
• Optimizing these metrics and combinations of them at all costs is great if you
don’t have a constrained budget…
7

19. EFFICIENT FRONTIER
HIGH-PERFORMANCE PER DOLLAR PLAYERS
8

20. EFFICIENT FRONTIER
HIGH-PERFORMANCE PER DOLLAR PLAYERS
• Now let’s look at the Top 10 Players per $ against the same metrics
• Top 10 batters Per $ Players by AVG/$ Team 2011 Salary
David Freese St Louis Cardinals $416,000
• By 2011 Batting Average Ryan Roberts Arizona Diamondbacks $423,500
Brett Gardner New York Yankees $529,500
Jason Jaramillo Pittsburgh Pirates $422,500
Jason Donald Cleveland Indians $423,200
Don Kelly Detroit Tigers $423,000
Lucas Duda New York Mets $414,000
Starlin Castro Chicago Cubs $440,000
Emilio Bonifacio Florida Marlins $425,000
Jason Bourgeois Houston Astros $423,000
8

21. EFFICIENT FRONTIER
HIGH-PERFORMANCE PER DOLLAR PLAYERS
• Now let’s look at the Top 10 Players per $ against the same metrics
• Top 10 batters Per $ Players by HR/$ Team 2011 Salary
Mark Trumbo Los Angeles Angels $414,000
• By 2011 Batting Average Mike Stanton Florida Marlins $416,000
• By 2011 Home Runs Andrew McCutchen Pittsburgh Pirates $452,500
Neil Walker Pittsburgh Pirates $437,000
Carlos Santana Cleveland Indians $416,600
J.P. Arencibia Toronto Blue Jays $417,400
Freddie Freeman Atlanta Braves $414,000
Gaby Sanchez Florida Marlins $431,000
Logan Morrison Florida Marlins $414,000
Danny Valencia Minnesota Twins $437,500
8

22. EFFICIENT FRONTIER
HIGH-PERFORMANCE PER DOLLAR PLAYERS
• Now let’s look at the Top 10 Players per $ against the same metrics
• Top 10 batters Per $ Players by OBP/$ Team 2011 Salary
David Freese St Louis Cardinals $416,000
• By 2011 Batting Average Allen Craig St Louis Cardinals $414,000
• By 2011 Home Runs A.J. Ellis Los Angeles Dodgers $421,000
Lucas Duda New York Mets $414,000
• By 2011 On Base Percentage Jason Donald Cleveland Indians $423,200
Dexter Fowler Colorado Rockies $424,000
Mike Stanton Florida Marlins $416,000
Emilio Bonifacio Florida Marlins $425,000
Jason Jaramillo Pittsburgh Pirates $422,500
Carlos Santana Cleveland Indians $416,600
8

23. “David Freese completed a
startling night of comebacks
with a home run leading off
the bottom of the 11th
inning to beat Texas 10-9 on
Thursday, and suddenly fans
all over got something they
have waited a long time to
see: Game 7 in the World
Series."
2011 World Series MVP...
...and Top Moneyball Pick in
the Major Leagues!
DAVID FREESE
9

24. EFFICIENT FRONTIER
COST-EFFECTIVE WAYS TO LOAD THE BASES
10

25. EFFICIENT FRONTIER
COST-EFFECTIVE WAYS TO LOAD THE BASES
• On-Base Percentage is still uncorrelated with Salary!!
0.4
OBP
0.3
0.2
A-Rod
$26,000,000
0.1 $15,000,000
$7,500,000
$3,500,000
$1,500,000 Salary
0
$750,000
$250,000
10

26. EFFICIENT FRONTIER
COST-EFFECTIVE WAYS TO LOAD THE BASES
• Which means it’s clear where to put your money to
maximize OBP per $MM!
0.5
OBP/$MM
0.4
0.3
A-Rod
$26,000,000
$15,000,000
0.1
$7,500,000
$3,500,000
$1,500,000 Salary
0
$750,000
$250,000
10

27. EFFICIENT FRONTIER
PLAYER PERFORMANCE PER $
175
• Looking for the hitter
RBI/$MM
to deliver the RBI’s 131
• There’s a pretty good 88
valuation of home-
run hitters
44 A-Rod
$23,000,000
$15,000,000
$7,500,000
$3,500,000
0 $1,500,000
$750,000 Salary
$500,000
11

28. EFFICIENT FRONTIER
PLAYER PERFORMANCE PER $
175
• Looking for the hitter
RBI/$MM
to deliver the RBI’s 131
• There’s a pretty good 88
valuation of home-
run hitters
44 A-Rod
$23,000,000
$15,000,000
$7,500,000
$3,500,000
0 $1,500,000
$750,000 Salary
$500,000
11

29. MONEYADS
THE STRATEGY
12

30. MONEYADS
THE STRATEGY
Baseball Digital Advertising
We might want to buy runs, but we benefit We want to drive consumer action, but we can
from players who get on base benefit by growing our remarketable audience
• Purchase Established Players based on • Target campaigns to optimize audience
different metrics – OBP vs. HR acquisition rather than actions, which
demands a lower premium per impression
• Selectively draft College Baseball players • Find pockets of inventory that we know
rather than High School Players – stable from historical data will deliver high-quality
statistics click-based audience at low cost
• Buying High School Players, look for • Buy previously unseen media based on
commonalities with the background of commonality with seen media that performs
mature players who now have good well against our new target metrics
“different metrics”
12

31. MONEYADS
THE STRATEGY
Baseball Digital Advertising
We might want to buy runs, but we benefit We want to drive consumer action, but we can
from players who get on base benefit by growing our remarketable audience
• Purchase Established Players based on • Target campaigns to optimize audience
different metrics – OBP vs. HR acquisition rather than actions, which
demands a lower premium per impression
• Selectively draft College Baseball players • Find pockets of inventory that we know
rather than High School Players – stable from historical data will deliver high-quality
statistics click-based audience at low cost
• Buying High School Players, look for • Buy previously unseen media based on
commonalities with the background of commonality with seen media that performs
mature players who now have good well against our new target metrics
“different metrics”
12

32. MONEYADS
THE STRATEGY
Baseball Digital Advertising
We might want to buy runs, but we benefit We want to drive consumer action, but we can
from players who get on base benefit by growing our remarketable audience
• Purchase Established Players based on • Target campaigns to optimize audience
different metrics – OBP vs. HR acquisition rather than actions, which
demands a lower premium per impression
• Selectively draft College Baseball players • Find pockets of inventory that we know
rather than High School Players – stable from historical data will deliver high-quality
statistics click-based audience at low cost
• Buying High School Players, look for • Buy previously unseen media based on
commonalities with the background of commonality with seen media that performs
mature players who now have good well against our new target metrics
“different metrics”
12

33. MONEYADS
THE STRATEGY
Baseball Digital Advertising
We might want to buy runs, but we benefit We want to drive consumer action, but we can
from players who get on base benefit by growing our remarketable audience
• Purchase Established Players based on • Target campaigns to optimize audience
different metrics – OBP vs. HR acquisition rather than actions, which
demands a lower premium per impression
• Selectively draft College Baseball players • Find pockets of inventory that we know
rather than High School Players – stable from historical data will deliver high-quality
statistics click-based audience at low cost
• Buying High School Players, look for • Buy previously unseen media based on
commonalities with the background of commonality with seen media that performs
mature players who now have good well against our new target metrics
“different metrics”
12

34. THE “EFFICIENT FRONTIER”
DISPLAY ADVERTISING - DELIVERY - WINNING MEDIA
Delivery=Spend/Budget
1.5
1.1
0.8
0.4 $1.60
$1.30
$1.00
$0.80
0
$0.60
$0.40 CPC Bid($)
$0.20
$0.00
2nd Price Auction Model Google KW CPC Delivery
13

35. THE “EFFICIENT FRONTIER”
DISPLAY ADVERTISING - DELIVERY - WINNING MEDIA
Delivery=Spend/Budget
1.5
1.1
0.8
0.4 $1.60
$1.30
$1.00
$0.80
0
$0.60
$0.40 CPC Bid($)
$0.20
$0.00
2nd Price Auction Model Google KW CPC Delivery
13

36. THE “EFFICIENT FRONTIER”
DISPLAY ADVERTISING - DELIVERY - WINNING MEDIA
Delivery=Spend/Budget
1.5
1.1
0.8 Diminishing Returns
0.4 $1.60
$1.30
$1.00
$0.80
0
$0.60
$0.40 CPC Bid($)
$0.20
$0.00
2nd Price Auction Model Google KW CPC Delivery
13

37. THE EFFICIENT FRONTIER
DISPLAY ADVERTISING - PERFORMANCE
4.00
1/CPA Perf
3.00
2.00
1.00
$5.50$6.00
$4.50$5.00
$3.00 $3.50 $4.00
0 $2.00 $2.50
$1.50
$1.00 Bid, CPC ($)
$0.50
$0.00
14

38. THE EFFICIENT FRONTIER
DISPLAY ADVERTISING - PERFORMANCE
4.00
1/CPA Perf
At low bids, we 3.00
win
low quality
impressions that
have low CTR and 2.00
convert poorly
1.00
$5.50$6.00
$4.50$5.00
$3.00 $3.50 $4.00
0 $2.00 $2.50
$1.50
$1.00 Bid, CPC ($)
$0.50
$0.00
14

39. THE EFFICIENT FRONTIER
DISPLAY ADVERTISING - PERFORMANCE
At high bids, we buy premium
4.00 impressions that result in high
CPC and CPA
1/CPA Perf
At low bids, we 3.00
win
low quality
impressions that
have low CTR and 2.00
convert poorly
1.00
$5.50$6.00
$4.50$5.00
$3.00 $3.50 $4.00
0 $2.00 $2.50
$1.50
$1.00 Bid, CPC ($)
$0.50
$0.00
14

40. THE EFFICIENT FRONTIER
DISPLAY ADVERTISING - PERFORMANCE
At high bids, we buy premium
4.00 impressions that result in high
CPC and CPA
1/CPA Perf
At low bids, we 3.00
win
low quality
impressions that
have low CTR and 2.00
convert poorly
1.00
$5.50$6.00
$4.50$5.00
$3.00 $3.50 $4.00
0 $2.00 $2.50
$1.50
$1.00 Bid, CPC ($)
$0.50
$0.00
14

41. EFFICIENT FRONTIER
FINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA
15

42. EFFICIENT FRONTIER
FINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA
• We use predictive models to discover
statistically similar media to media not
previously run
15

43. EFFICIENT FRONTIER
FINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA
• We use predictive models to discover
statistically similar media to media not
previously run
15

44. EFFICIENT FRONTIER
FINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA
• We use predictive models to discover
statistically similar media to media not
previously run
• This allows us to identify optimal
combinations of media sources, budgets to
apply and bidding delivery and performance
curves
15

45. EFFICIENT FRONTIER
FINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA
• We use predictive models to discover
statistically similar media to media not
previously run
• This allows us to identify optimal
combinations of media sources, budgets to
apply and bidding delivery and performance
curves
15

46. EFFICIENT FRONTIER
FINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA
• We use predictive models to discover
statistically similar media to media not
previously run
• This allows us to identify optimal
combinations of media sources, budgets to
apply and bidding delivery and performance
curves
• At each node of the tree we have both
spend, initial bid, delivery and performance
models
15

47. EFFICIENT FRONTIER
FINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA
• We use predictive models to discover
statistically similar media to media not
previously run
• This allows us to identify optimal
combinations of media sources, budgets to
apply and bidding delivery and performance
curves
• At each node of the tree we have both
spend, initial bid, delivery and performance
models
15

48. EXAMPLE
ADVERTISING EMPLOYING THE STRATEGIES
• These models are estimated dynamically and used to learn quickly
1.50 $300.00
$276.45
1.13 $225.00
Delivery=Spend/Budget
$165.98
CPA($)
0.75 Commonality-Based $150.00
Intelligent Initial Bid $127.89
(Bid=$2.20)
$69.15
0.38 $75.00
0 $0
1 2 3 4 5 6 7 8 9 10 11 12 13
Data Points
Delivery CPA
16

49. EXAMPLE
Delivery=Spend/Budget
ADVERTISING EMPLOYING THE STRATEGIES
• These models are estimated dynamically and used to learn quickly
1.5
1.50 $300.00
$276.45
1.1
1.13 $225.00
Delivery=Spend/Budget
0.8
$165.98
CPA($)
0.75 0.4 Commonality-Based $127.89
$150.00
Intelligent Initial Bid
(Bid=$2.20)
0 $69.15
0.38 CPC Bid($) $75.00
0 $0
1 2 3 4 5 6 7 8 9 10 11 12 13
Data Points
Delivery CPA
16

50. EXAMPLE
ADVERTISING EMPLOYING THE STRATEGIES
• These models are estimated dynamically and used to learn quickly
1.50 $300.00
$276.45
First Bid Optimization
(Optimize Delivery Bid=$3.85)
1.13 $225.00
Delivery=Spend/Budget
$165.98
CPA($)
0.75 Commonality-Based $150.00
Intelligent Initial Bid $127.89
(Bid=$2.20)
$69.15
0.38 $75.00
0 $0
1 2 3 4 5 6 7 8 9 10 11 12 13
Data Points
Delivery CPA
16

51. EXAMPLE
ADVERTISING EMPLOYING THE STRATEGIES
• These models are estimated dynamically and used to learn quickly
1.50 $300.00
$276.45
First Bid Optimization
(Optimize Delivery Bid=$3.85)
1.13 $225.00
Delivery=Spend/Budget
$165.98
CPA($)
0.75 Commonality-Based $150.00
Intelligent Initial Bid $127.89
(Bid=$2.20)
$69.15
0.38 $75.00
0 $0
1 2 3 4 5 6 7 8 9 10 11 12 13
Data Points
Delivery CPA
16

52. EXAMPLE
Delivery=Spend/Budget
ADVERTISING EMPLOYING THE STRATEGIES
• These models are estimated dynamically and used to learn quickly
1.5
1.50 $300.00
$276.45
1.1 First Bid Optimization
(Optimize Delivery Bid=$3.85)
1.13 $225.00
Delivery=Spend/Budget
0.8
$165.98
CPA($)
0.75 0.4 Commonality-Based $127.89
$150.00
Intelligent Initial Bid
(Bid=$2.20)
0 $69.15
0.38 CPC Bid($) $75.00
0 $0
1 2 3 4 5 6 7 8 9 10 11 12 13
Data Points
Delivery CPA
16

53. EXAMPLE 6.00
ADVERTISING EMPLOYING THE STRATEGIES
• These models are estimated dynamically and used to learn quickly
1/CPA Perf
1.50
4.50 $300.00
$276.45
First Bid Optimization
(Optimize Delivery Bid=$3.85)
1.13 $225.00
Delivery=Spend/Budget
3.00
$165.98
CPA($)
0.75 Commonality-Based $150.00
1.50 $127.89
Intelligent Initial Bid
(Bid=$2.20)
$69.15
0.38 0 $75.00
Bid, CPC ($)
0 $0
1 2 3 4 5 6 7 8 9 10 11 12 13
Data Points
Delivery CPA
16

54. EXAMPLE
ADVERTISING EMPLOYING THE STRATEGIES
• These models are estimated dynamically and used to learn quickly
1.50 $300.00
$276.45
First Bid Optimization Second Bid Optimization
(Optimize Delivery Bid=$3.85) (Optimize Performance
1.13 /Delivery Trade-Off, Bid=$2.00)
$225.00
Delivery=Spend/Budget
$165.98
CPA($)
0.75 Commonality-Based $150.00
Intelligent Initial Bid $127.89
(Bid=$2.20)
$69.15
0.38 $75.00
0 $0
1 2 3 4 5 6 7 8 9 10 11 12 13
Data Points
Delivery CPA
16

55. MONEYADS
FROM BASEBALL TO DISPLAY ADVERTISING
17

56. MONEYADS
FROM BASEBALL TO DISPLAY ADVERTISING
• Batter Up!
17

57. MONEYADS
FROM BASEBALL TO DISPLAY ADVERTISING
• Batter Up!
• Get on base!
7 ways!
17

58. MONEYADS
FROM BASEBALL TO DISPLAY ADVERTISING
• Batter Up!
• Get on base!
• Batter Up!
17

59. MONEYADS
FROM BASEBALL TO DISPLAY ADVERTISING
• Batter Up!
• Get on base!
• Batter Up!
• Get on base!
17

60. MONEYADS
FROM BASEBALL TO DISPLAY ADVERTISING
• Batter Up!
• Get on base!
• Batter Up!
• Get on base!
• Get the Slugger up!!...
17

61. MONEYADS
FROM BASEBALL TO DISPLAY ADVERTISING
• Batter Up!
• Get on base!
• Batter Up!
• Get on base!
• Get the Slugger up!!...
• ...and run them in! !!!
17

62. MONEYADS
FROM BASEBALL TO DISPLAY ADVERTISING
18

63. MONEYADS
FROM BASEBALL TO DISPLAY ADVERTISING
18

64. MONEYADS
FROM BASEBALL TO DISPLAY ADVERTISING
• Construct the media plan...
• ...to efficiently acquire retargetable
audience
18

65. MONEYADS
FROM BASEBALL TO DISPLAY ADVERTISING
• Construct the media plan...
• ...to efficiently acquire retargetable
audience
• Keyword Campaigns - optimized for click-
generation
Many ways! • Site Targeted Campaigns - targeted to placements
optimized to get clicks for advertiszer
18

66. MONEYADS
FROM BASEBALL TO DISPLAY ADVERTISING
• Construct the media plan...
• ...to efficiently acquire retargetable
audience
• Keyword Campaigns - optimized for click-
generation
• Site Targeted Campaigns - targeted to placements
optimized to get clicks for advertiszer
• Look-a-like Users/Behavioral Segments
• Social Media and Search
18

67. MONEYADS
FROM BASEBALL TO DISPLAY ADVERTISING
• Construct the media plan...
• ...to efficiently acquire retargetable
audience
• Keyword Campaigns - optimized for click-
generation
• Site Targeted Campaigns - targeted to placements
optimized to get clicks for advertiszer
• Look-a-like Users/Behavioral Segments
• Social Media and Search
• Retarget!
18

68. MONEYADS
FROM BASEBALL TO DISPLAY ADVERTISING
• Construct the media plan...
• ...to efficiently acquire retargetable
audience
• Keyword Campaigns - optimized for click-
generation
• Site Targeted Campaigns - targeted to placements
optimized to get clicks for advertiszer
• Look-a-like Users/Behavioral Segments
!!! • Social Media and Search
• Retarget!
• ..and convert the audience!
18

69. MONEYADS
FROM BASEBALL TO DISPLAY ADVERTISING
• Construct the media plan...
• ...to efficiently acquire retargetable
audience
• Keyword Campaigns - optimized for click-
generation
• Site Targeted Campaigns - targeted to placements
optimized to get clicks for advertiszer
• Look-a-like Users/Behavioral Segments
• Social Media and Search
• Retarget!
• ..and convert the audience!
19

70. MONEYADS
FROM BASEBALL TO DISPLAY ADVERTISING
• Construct the media plan...
• ...to efficiently acquire retargetable
audience
• Keyword Campaigns - optimized for click-
generation
• Site Targeted Campaigns - targeted to placements
optimized to get clicks for advertiszer
• Look-a-like Users/Behavioral Segments
• Social Media and Search
• Retarget!
• ..and convert the audience!
19

71. MONEYADS
FROM BASEBALL TO DISPLAY ADVERTISING
Conventional Approach
• Construct the media plan... Targeted
Campaign
• ...to efficiently acquire retargetable
audience
• Keyword Campaigns - optimized for click- Impressions
generation Driving traffic through to one-time
conversion.
• Site Targeted Campaigns - targeted to placements
optimized to get clicks for advertiszer Treat first-time and returning
visitors the same
• Look-a-like Users/Behavioral Segments
Clicks
• Social Media and Search
• Retarget!
• ..and convert the audience! Actions
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72. MONEYADS
FROM BASEBALL TO DISPLAY ADVERTISING
MoneyAds Approach
• Construct the media plan... Broad Audience
Acquisition Followed by
• ...to efficiently acquire retargetable Retargeting
audience
• Keyword Campaigns - optimized for click-
Driving Traffic -> Building
Impressions
generation
Retargeting Pool
• Site Targeted Campaigns - targeted to placements
optimized to get clicks for advertiszer
• Look-a-like Users/Behavioral Segments Retargeting established cookie
pool, with message contextualized Clicks/Cookies
• Social Media and Search to previous site visits, to drive
conversion
• Retarget!
• ..and convert the audience! Actions
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73. EXAMPLE
CONVENTIONAL APPROACH
Site Content
Impressions Retargeting Campaign on
Campaign current cookie pool
eCPM:
$1.50
eCPC:
$1.09 Clicks
eCPA:
$184.92 eCPM:
$2.92
eCPC:
$2.36
eCPA:
$73.02
Actions
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74. EXAMPLE
MONEYADS APPROACH
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75. EXAMPLE
MONEYADS APPROACH
Audience Acquisition Campaign
Impressions
eCPM:
$1.50
eCPC:
$1.09
Retargeting campaign on Clicks/Cookies
expanded cookie pool
eCPM:
$2.92
eCPC:
$2.36
eCPA:
$73.02 Actions
Conversion Rate: 3.23%
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76. EXAMPLE
MONEYADS APPROACH
Audience Acquisition Campaign
Impressions Overall Performance
eCPM:
$1.50
eCPC:
$1.09
Retargeting campaign on CPCacquisition + CPCretargeting
Clicks/Cookies eCPA =
expanded cookie pool Retargeting Conversion Rate
eCPM:
$2.92 = $106.95
eCPC:
$2.36
eCPA:
$73.02 Actions
Conversion Rate: 3.23%
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77. TAKEAWAYS
22

78. TAKEAWAYS
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79. TAKEAWAYS
1 - Focus on metrics that count towards a more balanced view of
marketing success - value all the methods for getting on base.
22

80. TAKEAWAYS
1 - Focus on metrics that count towards a more balanced view of
marketing success - value all the methods for getting on base.
22

81. TAKEAWAYS
1 - Focus on metrics that count towards a more balanced view of
marketing success - value all the methods for getting on base.
2 - Be measured about what you buy - buy college rather than
high-school players.
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82. TAKEAWAYS
1 - Focus on metrics that count towards a more balanced view of
marketing success - value all the methods for getting on base.
2 - Be measured about what you buy - buy college rather than
high-school players.
22

83. TAKEAWAYS
1 - Focus on metrics that count towards a more balanced view of
marketing success - value all the methods for getting on base.
2 - Be measured about what you buy - buy college rather than
high-school players.
3 - Diversify your talent - not everyone can afford to buy A-Rod!
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84. TAKEAWAYS
1 - Focus on metrics that count towards a more balanced view of
marketing success - value all the methods for getting on base.
2 - Be measured about what you buy - buy college rather than
high-school players.
3 - Diversify your talent - not everyone can afford to buy A-Rod!
22

85. TAKEAWAYS
1 - Focus on metrics that count towards a more balanced view of
marketing success - value all the methods for getting on base.
2 - Be measured about what you buy - buy college rather than
high-school players.
3 - Diversify your talent - not everyone can afford to buy A-Rod!
4 - You don’t need to spend a lot to be successful - use focused
strategies and robust data.
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86. THANK YOU!
odowns@adready.com
@mathandporsches
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