Ad Ready Webinar Making Sense Of The Display Market

Matt Carr, AdReadyTwitter: @AdReady, #AdReadyWebinar

© 2011 AdReady, Inc. Confidential 2

REMEMBER WHEN…

You sent a tape to a TV station by Bike Messenger?

And then went to lunch.


TODAY…

You analyze ROI, breaking it out by segment and keyword…

And work through lunch.


THE OPPORTUNITY GAP…

…makes missing lunch worthwhile.

• SVP of Product and Business Development at AdReady

• 10+ Years in Online Advertising Industry

• GM of Display Advertising at MSFT

• Ukulele Champ?

• [email protected]


A BIT ABOUT ME…


WHAT WE’LL COVER…

� Diversify your marketing portfolio

� Know and control your display levers

� Remember marketing fundamentals

� Ask the right questions

� Find the right partner

� AdReady’s view

� History of Display industry

� Who does what on the buy-sideUnderstand It

Be Display Smart

Follow Through



HERE’S ONE WAY TO LOOK AT IT…


HERE’S A SIMPLER WAY…

Message Medium Customer


SO…

How did we get from this…

…to this?

Message Medium Customer


1994 – 2001

A

A

A

A

A

P

P

P

P

P

Advertisers Publishers

Advertisers bought ad space directly from publishers

Challenge: No Scale


2001 – PRESENT

A

A

A

A

A

P

P

P

P

P


Rise of ‘Ad Networks’ to consolidate unsold inventory

Challenge: Still Not Automated

Ad Networks

Benefit: Scale & ROI


2006 – PRESENT

A

A

A

A

A

P

P

P

P

P


Ad

Networks

Exchanges

Ad

Networks

Rise of ‘Ad Exchanges’ to consolidate Networks and improve efficiency

Challenge: Still Many Integrations

Benefit: True Scale & RTB


NOW THAT’S COMPLICATED.

How do we get from this…

…back to this?

Message Mechanism Customer


2009 – PRESENT

A

A

A

A

A

P

P

P

P

P


Rise of ‘buy-side tools’ to connect buy-side to ecosystem

Challenge: Still Many Options

Buy-Side

Tools

Benefit: True Automated Buying

Exchanges

Exchanges

Ad

Networks


WHAT ARE THESE BUY-SIDE TOOLS?

A

A

A

A

A

Many options, many differences, many categories

Buy-Side

Tools

DSPsConnect buyer to multiple inventory

sources via single buying tool

Creative

Optimizers

Enable creation of multiple creative

versions (dynamically or otherwise)

Third Party

Ad Servers

Facilitate traditional reserved, cross-

publisher campaigns

Ad

Networks

Buy inventory from pubs/others and

sell at higher rates to advertisers

More Fragmented Display Inventory


WHEW!... WHERE DOES THIS LEAVE US?

Result: Platforms to Access Inventory

Which Leads To: More Tools & Platforms


3 CORE PRINCIPLES OF GREAT DISPLAY CAMPAIGNS

1.

2.

3. Remember Fundamentals

Diversify to Amplify

Understand your Levers

To grow your overall marketing effectiveness,

you need to constantly diversify your overall portfolio mix


DIVERSIFYING YOUR MARKETING PORTFOLIO

1.Diversify to Amplify

Print

Radio

Television

Time

Return

on Ad

Spend

and

Reach

To grow your overall marketing effectiveness,

you need to constantly diversify your overall portfolio mix


DIVERSIFYING YOUR MARKETING PORTFOLIO

Print

Radio

Television

Search

Display

Social… etc.

Time

Return

on Ad

Spend

and

Reach

1. Multiple Display Marketplaces

2. Fragmented Display Audiences

1.Diversify to Amplify


WHY DIVERSIFY?

MULTIPLE DISPLAY MARKETPLACES

A

A

A

A

A

P

P

P

P

P


Buy-Side

Tool

Exchanges

Exchanges

Ad

Networks

3. Buy directly from publishers

1. Buy through

Exchanges

2. Buy through

Ad Networks


WHY DIVERSIFY?

FRAGMENTATION IN THE INTERNET

What to remember buying from marketplaces…

� Your ‘Bid,’ or rate you will pay, is your primary lever

� Ideal bid should balance delivery (volume) vs. performance

� There is an ‘efficient frontier’ beyond which increasing bid is not advisable

� Yet most advertisers over-state their bid to ensure delivery at beginning


VOLUME VS. PERFORMANCE

Volume

(AKA ‘Delivery’)

Performance

(AKA ‘eCPX’)

2.Understand your Levers


EFFICIENT FRONTIER FOR DELIVERY


TARGETING LEVERS

Increased targeting

leads to increased

performance… but

reduced volume


ONE EXAMPLE OF AN INTEGRATED PLAN

�� Great return, but limited reach

�� Higher cost, but qualified!

�� Great feeder to drive traffic

to site for Retargeting


A SMART MARKETER + A SMART TOOL

Smart Optimization = Smart Media Planning + Smart Tools

Smart Tools collect and process historical data

to provide the most accurate bid for the requested targets.


USE “BIG COMPUTING” TO YOUR ADVANTAGE

Today’s unique technology convergence

COMMODITIZED

COMPUTING

POWER

INTELLIGENT

ALGORITHMS

MAKING DATA WORK FOR YOU


CUSTOMER-FOCUSED APPROACH

• Technology in background

• Algorithms lead to

recommended actions

• All campaigns across all

publishers

BENEFITS

• Eliminate guess work

• Eliminate long trial &

error cycles

• Faster on-boarding


3.REMEMBER THE FUNDAMENTALS

The first thing you

learned in marketing

is still true…


KNOW YOUR CUSTOMER

© 2011 AdReady, Inc. Confidential

KNOW YOUR CUSTOMER

INTRODUCING THE OLD SPICE GUY


4.8 M

6 MILLIONHITS IN 1 DAY

4.4 M

3 M

HUGE RESULTS:

• Old Spice rose to #1 spot in category in U.S.

• #1 All-Time Most Viewed Brand Channel on YouTube

KNOW YOUR CUSTOMER

USE THE “WHEEL OF DISPLAY”



Do I have a deep enough understanding of my customer?

Are my success metrics well defined?

Do I have an easy to use tool that lets me access all the

inventory sources in an easy way?

Am I spending too much on manually generating creative?

Am I constantly working on my campaigns to optimize? Or do I

need some help?


Will your technology address all my display needs?

What kind of support and service do you provide?

Do your existing customers have similar needs as me?

How long/hard is it to get up and going?

How do you get paid?


You don’t have to be big to be great

You don’t have to go small to be nimble

You don’t have to spend a lot of money to make money

You don’t have to ‘staff-up’ or devote huge dollars to train

an online ad pro

You don’t have to figure out online advertising on your own


Learn more at

www.adready.com/resources

come talk to us at…



[email protected]

[email protected]