As agencies begin to discover the very clear benefits of adding Display advertising as a supplement to Search campaigns, it has become obvious that this is another stellar weapon in the agency arsenal that can give clients greater success at a lower cost.
The true value of Display to Search marketing agency clients is that it has the ability to quickly and demonstrably improve their bottom line. On Thursday, April 26th, this webinar, hosted by Marc Poirier, Co-founder & CMO Acquisio and Brian Stempeck, VP Business Development The Trade Desk.
It’s easier than ever before to get Display campaigns up and running.
You will also learn which of your clients to approach about adding Display to their efforts, and how to demonstrate to them that making an extra investment in Display advertising can push their campaigns over the top.
When your clients’ bottom line improves, so does yours. It only makes sense to encourage them to help you help them by making an investment in Display. Attend this webinar and learn real techniques on how to sell Display to your clients.
A short presentation to discuss the online advertising network industry and to illustrate some of the ways in which it can help a site develop its initial revenues.
Selling display display to your smb clients finalAcquisio
Display isn’t just for large brands. Without display in an SMB’s media offering, they are missing out on a huge potential revenue stream. Maria Coletta, Director of ATD, runs through the reasons to run display campaigns alongside PPC for small local businesses.
Extreme optimization harnessing the power of humans & machinesAcquisio
Who’s better at optimization: man or machine? Clix Marketing’s John Lee, Aaron Levy from Elite SEM and Acquisio’s James Stewart will discuss tools, rules and algorithms for optimizing bids and budgets to deliver the best campaign performance.
Join Bryan Minor, Acquisio's Chief Scientist and Danny Friscia, Senior Account Manager from Hanapin Marketing to discuss the Technical Revolution of Digital Marketing.
While most of us spend our days toiling away in the deepest details of paid search campaigns, scientists of paid search are running experiments, testing regression models and analyzing larger trends to unlock the fundamental secrets of paid search auctions, attribution, economics and search behaviors. Distinguished marketing scientist, Bryan Minor presents their latest discoveries, insights and knowledge.
Danny Friscia from Hanapin Marketing will be providing insight on Acquisio tools from an Account Manager's point of view. Prepare for tips and tricks on how these tools can increase efficiency, as well as make your job easier.
A short presentation to discuss the online advertising network industry and to illustrate some of the ways in which it can help a site develop its initial revenues.
Selling display display to your smb clients finalAcquisio
Display isn’t just for large brands. Without display in an SMB’s media offering, they are missing out on a huge potential revenue stream. Maria Coletta, Director of ATD, runs through the reasons to run display campaigns alongside PPC for small local businesses.
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Who’s better at optimization: man or machine? Clix Marketing’s John Lee, Aaron Levy from Elite SEM and Acquisio’s James Stewart will discuss tools, rules and algorithms for optimizing bids and budgets to deliver the best campaign performance.
Join Bryan Minor, Acquisio's Chief Scientist and Danny Friscia, Senior Account Manager from Hanapin Marketing to discuss the Technical Revolution of Digital Marketing.
While most of us spend our days toiling away in the deepest details of paid search campaigns, scientists of paid search are running experiments, testing regression models and analyzing larger trends to unlock the fundamental secrets of paid search auctions, attribution, economics and search behaviors. Distinguished marketing scientist, Bryan Minor presents their latest discoveries, insights and knowledge.
Danny Friscia from Hanapin Marketing will be providing insight on Acquisio tools from an Account Manager's point of view. Prepare for tips and tricks on how these tools can increase efficiency, as well as make your job easier.
Presentation by Rick Abell, VP of publisher delivery for Exponential, at admonsters European Forum on monetizing advertising inventory in display, video and mobile.
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Get It Our There! Media Planning & Buying for Nonprofits Big & Small - See3 C...See3 Communications
Paid media advertising is a scary thing. It's a powerful tool for creating awareness, getting impressions, and driving actions. Most nonprofits just don't know where to get started. This "online advertising 101" session will give attendees a crash course in how to understand paid media, how to research online buys, and how to actually buy ads and execute campaigns. This session is relevant to communications professionals from every size organization, from those who just want to learn basic media math to those who want to take their ads to market next week using in-house staff. This session will cover online media fundamentals such as terminology and basic media math, the media research process and the best tools and tricks to creating an online media plan, the ad networks and ad distribution tools that every nonprofit should know how to use and how to use them, and how to measure the success of your campaigns and optimize performance. Attendees will leave with a working knowledge of how media planning and buying works and the skills to employ the most commonly used self-service ad planning and buying tools to get online media - from banner ads to rich media to videos - up and running in-house and inside a reasonable budget.
7 Essential Best Practices for Digital Media PlanningJames Windrow
Whether you're working on your first digital media plan or trying to improve your understanding of the different media buying methods, these seven easy to understand steps will help you improve your strategies and deliver the best results.
Programmatic media buying is expected to grow over 30% in 2017, ahead of all other channels. If there was ever a time to go the programmatic way, it is now.
Here's your chance to brush up on all things programmatic and get ready to scale your campaigns!
In this exclusive webinar Rishi Agarwal (Managing Director, AppLift India and DataLift 360 Enterprise), demystifies the basics of programmatic advertising, explores how it differs from traditional media buying and explains why it is a game changer for mobile advertising.
Mobile is changing - are you ready?
Guide to Programmatic Media buying for recruitment. Top tips, explanation of strategic uses, examples of how ads are targeted and all the important terms decoded.
This presentation talks about the future of the mobile advertising ecosystem. How are the ad servers going to compete with SSPs and DSPs, the Role of the RTB and a critical view of today's mobile advertising ecosystem.
Types of Affiliate Marketing
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Chair: Hardeep Sohal,Account Director,Commission Junction
AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and reduce expenses
AutoSuccess, magazine, sales, new, used, selling, salespeople, vehicle, dealer, dealership, leadership, marketing
For Similar content visit http://www.autosuccesssocial.com/
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Credit: presentation given at SMX West, San Jose. March 2017.
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With so many display buying services and vendors out there, it can be overwhelming to find exactly what fits your needs. Whether your agency is just getting started in display or if you’re looking for a new more transparent display management solution, here are the questions you should ask in order to understand exactly what you’ll be getting from an agency trading desk.
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With the rapid growth of mobile, mobile is often the very first screen and initial interaction for searchers. Representative Joe Stephens from gold sponsor, Yahoo, leads the discussion regarding the importance of having a strong mobile strategy, and experts Danny Hen of Camilyo and Aaron Levy of Elite SEM emphasize the importance of optimizing for mobile and working through the algorithm changes that now prioritize mobile more than ever.
Learn from industry leaders John Lee of Clix Marketing and Lee Goldberg of Vector Media as the two discuss best practice techniques in building campaigns from the ground up.
Reporting is the bread and butter of the Acquisio Search platform. Join Matt Van Wagner from Find Me Faster as he explains how to use reporting for diagnostics, drilling into causes of problems clients report. Acquisio experts then share best practices on how the platform has helped clients dramatically improve their reporting quality and speed, including Acquisio’s Head of Client Services, David Sullivan and Sales Engineer, Gerry Routledge.
Stop spending money on ads that don’t work! Finding the best performing ads are critical to crafting successful campaigns. AdAlysis founder, Brad Geddes, discusses in detail the importance of A/B testing and examines the leading ad testing solutions on the market. Ryan Saurer from Boost Media looks at testing ad creative and Sandra and Stewart from the Acquisio Trading Desk look at testing display ads.
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Slide notes:
Slide 2
1. Constantly using the best current information to adjust current Bid.
2. Produces superior precision to native AdWords daily budget control.
Slide 3
Compared to a canon with fire and wait model.
Slide 5
This is CPC per day for the Budget Group on x axis, and Clicks/day for BG on y axis
Slide 6
True for clicks or conversions, all campaigns in Budget Group with same goal, either maximize clicks or conversions.
Slide 7
Ellipse points are B, Hexagon are C, with time stamp numbers sequencing up on each.
Slide 8
Easily seen that with BBM (big dot centroid) is more clicks at a cheaper CPC.
Slide 9-12
Yellow date is the first dates with BBM.
Slide 13
Yellow are all cases where obey CPC constraint, Red they are disobeying. Middle graph good statistical significance, right graph poor statistical significance.
Slide 14
Budget Survival is the percentage of the day the Budget Group is running. Red are below 80%, yellow higher. Right graph has good statistical significance, Left graph has very poor.
Slide 15
Budget Spend = (Spend/(Planned spend)) for Budget Group. Yellow are good cases, red poor. Right graph has good statistical significance, Left has poor.
Slide 16
86% of money spent well obeying the constraints, while 14% does not.
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Bob Boule
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Gopinath Rebala
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In the rapidly evolving landscape of technologies, XML continues to play a vital role in structuring, storing, and transporting data across diverse systems. The recent advancements in artificial intelligence (AI) present new methodologies for enhancing XML development workflows, introducing efficiency, automation, and intelligent capabilities. This presentation will outline the scope and perspective of utilizing AI in XML development. The potential benefits and the possible pitfalls will be highlighted, providing a balanced view of the subject.
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The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
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Presented by Vladimir Iglovikov:
- https://www.linkedin.com/in/iglovikov/
- https://x.com/viglovikov
- https://www.instagram.com/ternaus/
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People: The contributors and community that have supported Albumentations.
Metrics: The success indicators such as downloads, daily active users, GitHub stars, and financial contributions.
Challenges: The hurdles in monetizing open-source projects and measuring user engagement.
Development Practices: Best practices for creating, maintaining, and scaling open-source libraries, including code hygiene, CI/CD, and fast iteration.
Community Building: Strategies for making adoption easy, iterating quickly, and fostering a vibrant, engaged community.
Marketing: Both online and offline marketing tactics, focusing on real, impactful interactions and collaborations.
Mental Health: Maintaining balance and not feeling pressured by user demands.
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Explore more about Albumentations and join the community at:
GitHub: https://github.com/albumentations-team/albumentations
Website: https://albumentations.ai/
LinkedIn: https://www.linkedin.com/company/100504475
Twitter: https://x.com/albumentations
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2. House Keeping
• The webinar is recorded and will be made available
• The slides will also be available
• Q&A session at the end of the webinar
• Use the Chat box to submit your questions at any time
3. Presenters
Marc Poirier Brian Stempeck
Co-Founder and CMO VP of Business Development
4. The Trade Desk
About The Trade Desk
• Demand-side platform (DSP)
• Attribution across display, search, social and video
• Started by the founders of AdECN, the 1st RTB ad exchange
• Partnered with Acquisio
5. Summary
1. The size of the pie
2. How ad exchanges work
3. Examples of how to plan display for clients
4. Top 5 mistakes to avoid
6. Summary
1. The size of the pie
2. How ad exchanges work
3. Examples of how to plan display for clients
4. Top 5 mistakes to avoid
7. “RTB TECHNOLOGY IS THE ENABLER OF THE POTENTIALLY
EXPONENTIAL GROWTH OF DISPLAY GOING FORWARD. DISPLAY
ADVERTISING WILL BE A $200 BILLION BUSINESS GLOBALLY.”
. ERIC SCHMIDT
GOOGLE CEO, IAB CONFERENCE
8.
9. Search agencies are uniquely qualified in display
1. Most search agencies we talk to
are already managing display
dollars
2. Some of our largest and fastest
growing clients are search
agencies
3. The quantitative and analytical
skills that search marketers
translate well to DSPs and ad
exchanges
4. Search agencies understand what
moves the needle at the bottom
of the sales funnel
10. Summary
1. The size of the pie
2. How ad exchanges work
3. Examples of how to plan display for clients
4. Top 5 mistakes to avoid
11. How display has evolved…
1 2 3
Publisher direct Ad network Demand Side Platform
• UPSIDE: • UPSIDE: UPSIDE:
• Know the exact site • More reach than a • Maximum reach, user
• Custom units single publisher targeting possible
• Transparent
• DOWNSIDE: • DOWNSIDE: • CPMs from $0.50 - $4
• Time consuming • CPMs from $4 - $15
• No user targeting with big markups • DOWNSIDE:
• High CPMs from $20 - • No transparency about • Newer concept for
$80 publisher/placement clients
These materials are not intended for distribution outside of The Trade Desk and its partners and customers 11
12. How The Trade Desk works with an ad exchange
1 Nike’s ad agency hires The 2 Nike wants to show tennis shoe 3 A potential customer opens
Trade Desk to buy display display ads to 18-24 year old their browser to
ads from the exchanges men in the Northeast U.S. RollingStone.com (a site on
the ad exchanges)
4 5 6 7
RollingStone.com The exchange holds an The Trade Desk uses data The Trade Desk uses
instantly tells the ad auction for the single to identify the customer this data to calculate
exchange that it has a display ad impression in as a 19-year-old male in how much to bid for the
display ad space to fill 1/10th of second Boston – Nike’s target impression
audience
$2.50 eCPM
8 9 10
The Trade Desk wins the The 19 year old man in The Nike display
impression and serves Boston sees the Nike campaign results in a
the Nike ad to the tennis shoe ad on high ROI and a relevant
customer RollingStone.com message to the customer
These materials are not intended for distribution outside of The Trade Desk and its partners and customers 12
13. Top ad exchanges
• Google does not
control display
like it does search
• Premium
publishers are
available through
other exchanges
• DSPs offer central
way to access all
of these
exchanges
These materials are not intended for distribution outside of The Trade Desk and its partners and customers 13
14. DSPs and ad exchanges allow a menu of targeting strategies
Retargeting • More efficient re-messaging
Search retargeting • Use paid search data for targeting
IP targeting • Target by company, neighborhood or cable provider
Contextual and site
• Focus on specific publishers or categories
targeting
3rd party audience data • Wide range of 3rd party data available
Dynamic creative
• Product level retargeting
optimization
15. Summary
1. The size of the pie
2. How ad exchanges work
3. Examples of how to plan display for clients
4. Top 5 mistakes to avoid
16. THREE MONTH PLAN: E-commerce client
Month 1: Simple retargeting
• Demonstrate quick ROI boost with basic retargeting
campaign; learn about the sales cycle and purchase
behavior (day of week, time of day)
Month 2: Advanced retargeting with DCO
• Once you’ve shown some results, commit to a multi-
month dynamic creative campaign
• Product-level creative, and target past purchasers
Month 3: Prospecting using audience data
• Retargeting will provide insights about the audience
you should find in the prospecting campaign
• Example: 34-48 female, HHI >$75K is the sweet spot
17. THREE MONTH PLAN: B2B Client
Month 1: Direct to publisher campaign
with niche publisher
• Drive users to the site with a premium buy
Month 2: IP Targeting
• Use a DSP to target the IP addresses of
relevant companies and industry sectors
Month 3: Retargeting launch
• With the success of the first two campaigns,
you’ll now have a larger user pool to retarget
18. THREE MONTH PLAN: CPG Branding Client
Month 1: Geo-targeted saturation
• Buy inventory on Facebook and low-priced category buy ($1.00
CPM or less), and look for impact on search traffic
• Focus on as many unique users as possible, with limited geos
Month 2: Narrow the sites, broaden the geos
• Based on the sites driving the most clicks from Month 1, build a
site list of the top performing sites
• Expand to more geographies with this model
Month 3: Build out audience profile
• Based on users who have visited site, develop audience profile
with 3rd party data partners
• Consider direct publisher buys to target these users, plus 3rd
party data
19. Summary
1. The size of the pie
2. How ad exchanges work
3. Examples of how to plan display for clients
4. Top 5 mistakes to avoid
20. Top 5 mistakes to avoid
1) Cutting campaigns short
2) Settling for non-transparent display partners
3) Viewing your marketing channels in isolation
4) Not knowing your competition
5) Ignoring the creative
21. Selling Display to Your Search Clients
Why do it?
• More margin in display than in search
• Display works together with search
• Lots of money in Display today…
• Display is growing fast
• RTB is the growth engine behind display
• Search growth is flattening
• Your competitors are doing it - and they’re eating your lunch
• More wallet share from existing clients
• Fundamentally it’s a matter of survival
22. 10 steps to sell display to your clients
1. Reposition
2. Who's Your Customer
3. Know Your Enemy
4. Education
5. Baby Steps
6. Transparency
7. Show Scale
8. Prove ROI
9. Morph Your Team
10. Big Brand Bucks
23. STEP 1
REPOSITION YOUR COMPANY
• Position yourself as a performance media agency (not a
search agency)
• Change messaging on website (maybe change your
name if you're called search something something)
• Prepare a solid deck to help your sales team walk clients
through the reasons why they need to transfer all of
their display buying efforts to your agency (on top of all
their search, mobile and FB)
• Work with a trading desk to start (we can help you with
that)
24. STEP 2
Know Your Client
• Who is your real client?
• What makes your client more successful? What makes
them get fired? What keeps them up at night?
• What is the nature of your relationship with them?
• Are they pure DR? pure brand? Mix of both? Find out.
25. STEP 3
Know Your Enemies
• Know what agency or network is currently selling them media
and why they must be replaced by you (hint - they can't do
search and they can't do FB)
• Ask your client how they like working with them and what they
like and displace about working with the company.
• Know what your clients' competitors are doing with display.
Usually gets them motivated when they see they're being left
in the dust
26. STEP 4
Educate Your Client
• Display then and now - different animals
• Amount of money going toward working media
• Avg CPM of network buys vs RTB
• Power of RTB with Acquisio and TTD
27. STEP 5
Baby Steps
• Start with retargeting in most cases, small budgets, and focus
on search retargeting
• Add site retargeting as a second iteration (more money)
• Finally start moving them toward buying RTB with other data
and compare your results to the next guy's results.
28. STEP 6
Be Transparent
• methodology plus technology = competitive edge.
• be transparent, show client why technology is critical to success
in this game
• give them a demo of your platform, take them through all the
options so they can understand the fundamental shift that took
place from the time they just let the networks manage their
money to now
• work with them to determine how reporting will work
29. STEP 7
Show Scale
• Following this demo you should expose your client to the size
of the opportunity on RTB
• Start talking about valuing view through impressions using
attribution modelling
• Show them how attribution models are built to give display the
credit it deserves
30. STEP 8
Prove ROI
• Go for maximum share of voice in a limited GEO to prove lift on
brand queries
• Start proving to your client that display increases brand
awareness
• Run branding ads and monitor web analytics for brand queries
and direct navigation for that geo, there should be a lift within
days.
31. STEP 9
Morph Your Team
• develop your display expertise in relation to the other channels
• Hire a media buyer and planner - then teach them how it's
done with RTB
• Hire creative director - prepare to start pitching ideas
• Hire data people
• Build and implement your methodology
32. STEP 10
Big Brand Bucks
• Money needs to move online but it doesn't have a great place
to be spent to support brands
• As RTB becomes more mature, it also becomes a natural place
to buy display for branding - don't miss this boat.
33. WHY YOU SHOULD WORK WITH US
• Acquisio is the only platform that trafficks your ads, tracks
results and automatically optimizes performance for Search,
Facebook, Mobile and RTB Display.
• We are ready to help you start down the path of selling display
to your clients immediately
• The Acquisio Trading Desk service will manage your display
buys for you and teach you how it’s done over a 90 day period
at which point you will take over management of the campaign
(if you want)
• We will provide sales materials and sales support so you can go
to your customer and sell display with confidence.
• We have focused on making agencies more successful for 9
years and have built a solid track record. We can do the same
for you.
34. The Acquisio Trading Desk
The Acquisio Trading Desk is a complete solution to help search
marketing agencies address the display opportunity with their
clients.
Would you like to schedule some time to discuss how Acquisio
can help you take advantage of this massive opportunity?
YES, contact me to schedule some time to explore.
NO thanks!