VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD

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VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD

  1. 1. Intro to RTB Display
  2. 2. WHAT IS REAL TIME BIDDING (RTB)?• A cutting edge method of selling and buying online display advertising in real time at a per impression level using data, bidders and algorithmic optimization.
  3. 3. RTB STATSRTB spend doubled in 2011 andis predicted to double again in2012. By 2015 it will amount to$6.4 billion, when 27% of digitalmedia in the US will be boughtRTB (up from 10% in 2011).-credit Econsultancy
  4. 4. DEFINITIONSAudience: People you would liketo display advertisements toInventory: Websites & mobileapps that you would like your adsto serve onAd Exchange: Technology thatfacilitates buying and selling frommultiple ad networks
  5. 5. TYPES OF CREATIVE• Static Banners (mobile apps + standard)• Hosted Text (mobile only)• Flash Banners• Expandables• Video - In stream (before, in the middle or after content) - In banner
  6. 6. THE PASTRelied on - Buying Clout - Negotiating Skills - Relationships - Manual Management
  7. 7. GLEAMExchange based buying using algorithms and bidding engines that make decisions on each impression in real time. Reduces waste Improves campaign performance for buyers
  8. 8. OLD BUYING MODEL NEW EXCHANGE MODEL Some guesswork on  Data-driven decision placements making Undisclosed Margins  Bid pricing control Buy in 1k blocks  Impression level buying Manual Management  Automated Management
  9. 9. THE AD TRADING DESK
  10. 10. TARGETING TECHNOLOGY
  11. 11. REMARKETING
  12. 12. AUDIENCE TARGETING Serve ads to specific audiences using: Search History Targeting Behavioral Targeting Demographic Prediction
  13. 13. USER PROFILING Geo-Targeting by Country, Region, DMA, City, Zip Age Gender Language Interests
  14. 14. AUDIENCE EXTENSIONS Acquire specific audiences
  15. 15. INVENTORY TARGETING Semantic Targeting Domain Targeting Categories Inventory Quality Filtering
  16. 16. BRAND PROTECTION Pre-Audited / Scanned Pages Proven Channels With Premium Inventory Sites With Unverifiable Content Excluded Filter for Sensitive Attributes(Political, Social Media, Forums (moderated or unmoderated), Children / Young Adults / 16+)
  17. 17. BANNER REQUIREMENTSFile Sizes: Under 40k per banner to avoid creative feesStandard Sizes (width x height): 120x600, 160x600, 300x250, 468x60, 728x90IAB: Ad unit guidelines must adhere to the guidelines specified by the IAB
  18. 18. DYNAMIC BANNERS
  19. 19. VIDEO ADVERTISINGIn stream (before, in themiddle or after content)In bannerflv, mp4, wmv, f4v, avi,m4v, mov, mpg formats<2MB
  20. 20. MOBILE APP ADVERTISING • Creative: – .jpg, .gif or .png - Most common size is 480x80 – Hosted text (Like Google AdWords) – Can use most of the targeting you can use in a browser campaign
  21. 21. ALTERNATIVE CREATIVE• Interstitial - Displays as a user navigates from one web page to the next.• Popup / Popunder – Display over or under page in secondary browser window• Skin – Rich media ad that occupies the unused space on the page, typically the space surrounding the main content frame
  22. 22. MEDIA PLANNING• Categories Topics & Themes You Want to Run On• Site lists - Specific sites you want to run on• Demographic targeting (age / gender / language etc.)• Geo-Targeting• Brand Protection Measures – Types of sites you don’t want to run on
  23. 23. THE FUTURE What’s Coming Next?• Purchasing Video Ads w/ data• Social ads that measure engagement…
  24. 24. LEARN MORE• http://adexchanger.com
  25. 25. colin@visiseek.comhttp://visiseek.com

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