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This presentation was created for and delivered at the IAB Canada X-Series Real-Time Bidding (RTB) event that took place at the Westin Harbour Castle hotel on May 22, 2012. The title of the presentation is "How Brands Can Leverage RTB For High Impact" and the presenter was Matt Sauls, Director of Business Development at SiteScout.
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How Brands Can Leverage RTB For
High Impact
How To Efficiently Reach Your Audience + Build Your Brand
• Reaching Your Audience• Brand Protection• Rich Creatives• Premium Traffic• Example Strategies• Summary
Reaching Your Audience• RTB: evaluates every single impression• Targets Audiences instead of websites• Made possible using numerous data points– Site/Placement Targeting– 1st Party Data– 3rd Party Data– Contextual Analysis
Brand Protection• Never know which sites your audience will
visit (RTB can follow them virtually anywhere)• Crucial to have safeguards to protect brand– Real-time – Contextual– Whitelisting and Blacklisting– Image and Competition
• Ad Verification: ensuring your ads are seen
Rich Creatives• Rich media enables full brand experience– Expandable ads– In-banner videos– Pre-roll videos– Interactive banners
• Engagement metrics beyond just clicks• Pushing consumer data into rich media ads
Premium Traffic
• Myth: RTB is only lower-grade inventory• Private Exchanges• Private Marketplace Controls• Guaranteed Inventory• Increased Transparency• Higher Quality Standards
Strategy – Ticket Brokers
Strategy – Energy Drinks
Strategy – Hybrid Autos
ResultsRight message in front of the right audience, for the right price, all in an efficient and effective manner.
Thanks
Matt SaulsDirector of Business DevelopmentSiteScout [email protected] ext. 777www.sitescout.com