DataXu_Pointroll AdMythbuster Webinar - September 2011
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1 1 1 BUSTED: Top Myths about Rich Media and Exchange-Traded Media Presented by: Adrian Tompsett, Director of Business Development, @DataXu Adam Carroll, Director of Business Development, @PointRoll #AdMythbusters
DataXu_Pointroll AdMythbuster Webinar - September 2011
Digital marketing is evolving at lightning speed, resulting in a plethora of questions, myths, and preconceived notions across the ecosystem. One of the biggest questions: Can brands reach their audiences at scale with engaging rich media ads on exchange-traded inventory? Adrian Tompsett of DataXu and Adam Carroll of PointRoll teamed up to answer the big questions and extinguish common myths once and for all. The myths busted during the webinar included: Myth: Expandables can’t run on exchange-traded media Myth: Exchange-traded media works best for direct-response advertisers – not for brand advertisers Myth: Campaign performance is best measured through CPA and CTR Myth: One size creative fits all FACT: Expandables have outperformed their static counterparts by an average of 40-50%, and in some cases as much as 120-180%
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1.BUSTED: Top Myths about Rich Media andExchange-Traded Media
Presented by:Adrian Tompsett, Director of Business Development,
@DataXu Adam Carroll, Director of Business Development,
@PointRoll#AdMythbusters1
2. Key Terms:Demand Side Platform: Software platforms used to
access biddedand guaranteed digital media inventory sources
(display, mobile, video &social), and connect with 3rd party
audience data partners to enableoptimization, bidding, and campaign
reporting, in real-timeReal-Time Bidding (RTB): Dynamic bidding at
the impression levelExchange-Traded Media: Inventory available on a
non-guaranteedbasis via RTBRich Media: Interactive banner ads that
enables viewers to have a fullexperience with a brand, without
leaving the page#AdMythbusters 2 3. #1You cant run expandable ads
on exchange-traded media#AdMythbusters 3 4. There are more than 31
BILLION rich media readyimpressions available each
month#AdMythbusters4 5. #AdMythbusters 5 6. #AdMythbusters 6 7.
#AdMythbusters 7 8. #2DSPs are limited to remnantexchange traded
media inventory#AdMythbusters 8 9. DSPs can run guaranteedand
non-guaranteed inventory#AdMythbusters 9 10. #3DSPs are just for
direct response campaigns.Campaign performance is best measured
with CPA & CTR #AdMythbusters 10 11. Brands and performance
advertisers can use DSPs to driveobjectives and KPIs like: brand
engagement, video views, coupon downloads, and Shares and Likes.
#AdMythbusters11 12. #4Serving your one, best creative will drive
results! #AdMythbusters12 13. There is a best creative the one
uniquely optimized for each consumer. #AdMythbusters13 14.
#AdMythbusters 14 15. Case Study: Dynamic Ad GenerationFord
targeted dealer information to specific geographic regions,
delivering acustomized, relevant message by location, which lifted
interaction rateperformance by 104%.Interaction Rate Ford Benchmark
Ford Dynamic #AdMythbusters 15 16. Myths: BustedYou cant run
expandables on exchange-traded mediaDSPs are limited to remnant
exchange-traded media inventoryDSPs are just for direct response
campaigns, and campaignperformance is best measured through CPA and
CTRServing your one, best creative will drive results!16 17. Thank
you!Questions?For More Information
Contact:[email protected]
