The Evolution of Display Advertising

Intelligence asset and property © AdPlus 2015 all right reserved

the evolution ofDisplayAdvertising


Advertiser

AgencyPublisher

Advertiser / Agency buys directly from Publisher’s sales team

HOW DISPLAY BOUGHT & SOLD

DURATION BASE BUYING

PREMIUM PUBLISHERS


Advertiser

AgencyPublisher

How about long tile sites? How can advertiser access this giant inventory?


DURATION BASE BUYING

& many more…

LONG TAIL PUBLISHERS

???PREMIUM PUBLISHERS


Advertiser

AgencyPublisher



& many more…

Advertiser

AgencyPublisher

Ad Networ

k

Advertiser / Agency buys from Ad Network Buying

method: • CPM• CPC• CPV• CPA

LONG TAIL PUBLISHERS


Advertiser

AgencyPublisher

Ad Networ

k

Advertiser / Agency buys from Ad Network

AdExchange

Advertiser

AgencyPublisher


Note: Increasingly, Publishers & Ad Networks are using Real-Time Bidding (RTB) & Ad Exchanges• Sell premium inventory through private

exchanges• Augment their inventory to fill demand



Advertiser

Agency

Advertiser spends on marketing to grow revenue, Agencies helps them manage ad buying & creative process & budget allocation

Run online business website or create website content that generates user traffic, ad inventory sold based on traffic volume

Publisher

HOW DISPLAY BOUGHT & SOLDThe Programmatic Era


Advertiser

Agency


Aggregator of publisher ad inventory, packaged to sell by channel or category, targeting with CPM, CPC &, CPA buying option


PublisherAd

Network



Advertiser

Agency


Ad marketplace for buying & selling of ads. Publisher inventory is sold in auction to advertisers or agencies



AdExchange Publisher

Ad Networ

k



Advertiser

Agency


Platform that enable media & audience buying in real time on ad exchange




Demand Side

PlatformAd

Exchange PublisherAd

Network



Advertiser

Agency




Platform for publishers to manage yield of ad inventory & enables routing to ad exchanges



Demand Side

PlatformAd


Network

Supply Side

Platform



Advertiser

Agency







Agency Trading Desk

Demand Side

PlatformAd


Network

Supply Side

Platform

A platform that uses data & technology to help advertisers more effectively purchase audiences at scale across digital media



Advertiser

Agency







Agency Trading Desk

Demand Side

PlatformAd


Network

Supply Side

Platform

Ad Serve

r

Cross publisher ad serving with centralized creative management, campaign management & reporting




Advertiser

Agency





Provide the publisher & ad network with central location where they can manage their campaigns, creative & reporting



Agency Trading Desk

Demand Side

PlatformAd


Network

Ad Server

Supply Side

Platform

Ad Serve

r





Advertiser

Agency








Providers of compiled data for display audience targeting & analysis, may specialize in consumer, business or offline-online data

Agency Trading Desk

Demand Side

PlatformAd


Network

Ad Server

Supply Side

Platform

3rd Data Provider

Ad Serve

r





Advertiser

Agency








Audience management consolidates audience data from various sources to help advertisers manage their audience communications & marketing program more efficiently

Providers of compiled data for display audience targeting & analysis, may specialize in consumer, business or offline-online data

Agency Trading Desk

Demand Side

PlatformAd


Network

Ad Server

Supply Side

Platform

Data Management Platform 3rd Data Provider

Ad Serve

r





DSP BENEFIT

Drive conversions by reaching high intent audiences in real time at scale across the web

• Retargeting (1st party data)

• Prospecting Look-alike models 3rd party data Category, site

Audience Targeting


DSP BENEFIT




• Efficient audience buying in real time

• Optimized to advertiser’s objective

Audience Targeting Real Time Bidding (RTB)


DSP BENEFIT




• Efficient audience buying in real time

• Optimized to advertiser’s objective

Across top ad exchanges• Appnexus• Facebook Exchange• Pubmatic• OpenX• Rubicon• Microsoft Advertising

Exchange• Doubleclick

Audience Targeting Real Time Bidding (RTB) Across the Web


• Allows display inventory to be purchased at the individual impression level

• Bidding happens in milliseconds before the ad & webpage is viewed by the user

Real Time Bidding (RTB)

DISPLAY ADVERTISING KEY TERMS




• Marketplace where ad inventory is bought & sold in an auction environment

• Publisher inventory is auctioned to advertisers through Real-Time Bidding

• Publishers maximize the price for their inventory & advertiser’s purchase individual impressions at a fair value

Real Time Bidding (RTB) Ad Exchange





• Marketplace where ad inventory is bought & sold in an auction environment

• Publisher inventory is auctioned to advertisers through Real-Time Bidding

• Publishers maximize the price for their inventory & advertiser’s purchase individual impressions at a fair value

• Demand-Side Platform (DSPs) enable an advertiser to access ad exchanges

• Evaluates & bids each individual impression through RTB based on what is known about the user

Real Time Bidding (RTB) Ad Exchange Demand-Side Platform (DSP)



• Real-Time Bidding (RTB) & Audience buying• Centralized campaign management• Global controls• Unified campaign tracking & reporting• Optimization to meet the advertiser’s objective

Demand-Side Platform (DSP) Features

HOW IT WORKS


• Real-Time Bidding (RTB) & Audience buying• Centralized campaign management• Global controls• Unified campaign tracking & reporting• Optimization to meet the advertiser’s objective

• Publisher makes their ad inventory available in the ad exchange

• The ad exchange holds an auction for each impression

• A bid request is sent to each DSP, who will place a bid on behalf of the advertisers

• DSP evaluates each impression & determines bid amount based on its value to advertiser

• Winning bid is chosen & ad is shown on the publisher site

• Process takes milliseconds

Demand-Side Platform (DSP) Features Real-Time Bidding (RTB) Process

HOW IT WORKS


CAMPAIGNPERFORMANCE

MARKETING FUNNELHow to use Demand-Side Platform to meet your

marketing objectives across the marketing funnel

RetargetingMeet lower-funnel objectives• Retarget high-intent

audiences

• Direct Respond• Conversion• Acquisition• Download• Form Submission

Campaign Objective Action


CAMPAIGNPERFORMANCE

MARKETING FUNNELHow to use Demand-Side Platform to meet your

marketing objectives across the marketing funnel

ProspectingMeet upper-funnel objectives• Category targeting• 3rd party behavioral data• Look-alike audience

RetargetingMeet lower-funnel objectives• Retarget high-intent

audiences

• Brand awareness• Positioning• Change Perception• Favorability• Engagement

• Direct Respond• Conversion• Acquisition• Download• Form Submission

Campaign Objective Action


User visit a website

User leave a website

We tracked them

User surf different websites & see your ads

Drive them back to your site

How retargeting works


RETARGETING SEGMENTS VERTICAL

• Abandoned Shopping Cart

• Product pages• Home page

• Dealer locator• Build a car• Test drive

request• Car loan• Vehicles pages• Home pages

• Booking process abandoners

• Search flight, hotel, car rental

• Vacation packages

• Home page

• Credit card/mortgage application abandoners

• Mortgage calculator

• Home page

• Form / info request

• Whitepaper / demo download

• Product pages• Home page

Retail Autos Travel Business & Finance Technology


Top of mind Driving back to your website Converting to customer

Retargeting keep your business

Intelligence asset and property © AdPlus 2015 all right reservedIntelligence asset and property © AdPlus 2015 all right reserved

“Data Management Platform compiles audience data from various

sources & makes it actionable for cross channel marketing”

It can ingest disparate data sources including first, second & third party data & it’s where the data is normalized & standardized & audience

segments are created for syndication to external ad targeting & content delivery platforms


Online sitebehavior

OfflineDatabases

(CRM, call center) PartnerData

3rd Party Data

ADVERTISERS CHALLENGE

Data is in silos & difficult to act upon

Data adjustment


Audience Data Ingestion Identify & Segment Multi-Channel Delivery

THE POWER OF AUDIENCE TARGETING

1st Party Data• Online & offline

data• Site visitors / web

analytics• CRM

2nd Party Data• Partner data

3rd Party Data• Data partner

integrations

Display ad Website

Search Social

Video Mobile

• Identify & segment high-value audiences

• Syndicate to targeting platforms

• Look-alike modeling• One view of

marketing effectiveness


Advertiser

AgencyPublisher

Ad Networ

k

Advertiser / Agency buys from Ad Network

Advertiser

Agency

Agency Trading Desk

Demand Side

PlatformAd


Network

Ad Server

Sell Side Platform

Ad Serve

rAdvertiser / Agency buys audiences from Ad Exchanges via Demand-Side Platform (DSP)

Advertiser

AgencyPublisher


Note: Increasingly, Publishers & Ad Networks are using Real-Time Bidding (RTB) & Ad Exchanges• Sell premium inventory through private

exchanges• Augment their inventory to fill demand

RECAP HOW DISPLAY BOUGHT & SOLD


PROGRAMMATIC USP’s

Advertiser can access audiences from premium, long tail publishers & ad exchange

Providing creative production solution & services

Advertiser can manage their campaign across all ad inventory in one place

Dedicated team who is responsible for setting up, monitoring & optimizing campaign

Ensure your ads appear alongside the appropriate content Designed to work

on any platform

Cross-publisher, network & exchange

Creative solution & management

Centralized reporting for all

display campaigns Account

management

Brand safe delivery

Cross platform


Where we locatedPT. AdPlus Digital Solusindo

Kemang Timur No.90, Jakarta 12730, Indonesia

P +6221 7181245F +6221 7181245www.adplus.co.id


http://www.adplus.co.id/


Thank You!

Hermawan KusumaHead of Business Development

[email protected]

mailto:[email protected]

Internet

The Evolution of Display Advertising