ad technology from advertisers‘ perspective

Ad Technology From Advertisers‘ Perspective

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2

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4 ・CAMP

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・Dynalyst

Table of Contents

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Introduction

Head of a department, CyberAgent, Inc.

Masataka Mouri

【Background】

Mr. Mouri began working at CyberAgent, Inc. in 2005 as a newly graduate.

At the Internet Advertisement Business Head Office, he contributed to obtaining many new

large clients as an Internet Advertisement Account Planner.

After being the Manager/Head of Sales Department, he was appointed as Head of

Smartphone Division of the Internet Advertisement Business Head Office in 2013.

His division handles about ¥800 million/month and he supports the growth of our Company’s

smartphone advertisement business.

【Awards】 Second half of FY 2009, Best Player Award of the Internet Advertisement Business Head

Office General Meeting

First half of FY 2011 Best Player Award of the Company-Wide General Meeting

First half of FY 2012 Best Manager Award of the Head Office General Meeting

【Publication】

IT media “CyberAgent Style Smart Phone Marketing”

【Event Speech History】 2013 Smartphone Promotion Meeting (Host: CyberAgent, Inc.)

2014 Internet Promotion Meeting (Host: CyberAgent, Inc.)

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Usage of Ad Technology

1 Usage of Ad Technology

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There are two usage types of Ad Technology

from the advertisers’ perspectives.


Ad Technology to distribute ads.

Ad Technology to measure ads.

１

２

1

6


The purpose is to enhance ad effect more

than before by using the latest technology.

e.g.）Efficiently reaching out to prospective customers.

e.g.）Enhancing action rate (purchasing and member

registration), etc.

Ad Technology to distribute ads. １

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Example of Proposal Portfolio

2 Example of Proposal Portfolio

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Promotion Site EC Site ○○○.com

Purpose To maximize circulating money amount

Period October to December 2014

Budget ¥100 million to ¥1.5 million/ 3 months

Indicator for

Achieving Purpose

Circulating money amount through users who see ads: ¥300 billion/ 3 months (Comparison from last year, 200%）

Issue Shortage of measures for smart devices.

Example of Proposal Portfolio 2

We propose the optimal budget distribution and weekly and

monthly ad publication plan for each method.

▼Ad placement Ratio（amount） ▼Advertising plan (weekly)

Example of Proposal Portfolio 2

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Ad Technology for Distribution

Example (1)

We analyze user’s behavior within a website, determine

whether the user is a prospective customer or not in

real time, and provide targeted advertisement.

Visit, browse

After leaving the website, visit

network websites of Dynalyst.

Revisit, purchase

Send information

regarding the browsed and

purchased products.

Display browsed

products or similar

products on a dynamic

banner.

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We compute the data to select recommended products that may lead to

purchasing and automatically create and display personalized dynamic

creative ad.

Dynalyst

listing sample

Dynalyst

listing sample

3 Ad Technology for Distribution

Example (1)

We work in collaboration with multiple distributers (in the

process of expansion). Thus, it is possible to conduct

dynamic retargeting for the largest distribution inventory in

Japan.

Coming Soon

Coming Soon Coming Soon

Major Media distribution Connection Network/SSP

etc,

3 Ad Technology for Distribution

Example (1)

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Ad Technology to Measure

４ Ad Technology to Measure

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Our purpose is to understand the

advertisement effect more accurately

than before by using the latest technology.

e.g.）How many viewers of the animated CM on

YouTube purchased the product,

etc…

Ad technology to measure ads. ２

４ Ad Technology to Measure


Example (1)

■Ranking by channels 順位 CV数 CV割合

1位 64 19% 媒体A

2位 43 13% 媒体B 媒体A

3位 39 11% 媒体B 媒体C 媒体F

4位 34 10% 媒体D 媒体A

5位 33 10% 媒体A 媒体E 媒体B 媒体C

6位 30 9% 媒体C 媒体F 媒体B

7位 18 5% 媒体A 媒体D 媒体D 媒体B

8位 15 4% 媒体B 媒体A 媒体F

9位 10 3% 媒体D 媒体B

10位 9 3% 媒体F 媒体E 媒体A

CV

We categorize the channels to purchase products, and

develop reports with ranking of channels.

※CV (conversion): Final results that can be obtained on-line such as purchasing products or request for materials.

４

Ad channels to lead to purchasing products become clear.

Some ads which were not evaluated and were considered inefficient are

included in our evaluation.


Example (1) ４

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1click

1click

1click

100% 75%

100%

25%

CV

IN

Advertisement C

Advertisement B

Advertisement A

■Attribution Map

Advertisement effect has relevance.

In order to maximize CV, mathematical

models that capture the overall relevance

of advertisement is needed.

■Sequence using CV distribution model

(If advertisement is terminated.)

Terminated

advertisement

Lost CV

Advertisement A 3

Advertisement B 1

Advertisement C 1

We visualize transition probability among ads and propose budget

distribution that maximizes CV within a certain budget.


Example (1) ４

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GDN

DSP

46,389,500

32,310,000

0.80

0.30

0.20

0.20

0.01 0.35

0.45

0.02

0.50 0.20

Ameba

0.20

0.30

0.50

21,000,000

CV

＜Explanation of figures＞

Integer･･･Number of views

Decimal･･･Proportion where viewers go through the channel to the next media (the viewer reaches the next media)

Example of analysis：There is no direct CV from Ameba to your company’s site. Therefore, if we just focus on the indicator of last click, we

may conclude that the advertisement should be terminated. However, when we visualize the flow, we know that the viewers are passed on to

listing and GDM, 50% and 30%, respectively, through Ameba. If we stop ads on Ameba, the clicks from listing and GDM will decrease.

Therefore, ads on Ameba should be continued.

Search

GDN

DSP

Retargeting

0.60 0.20

0.20

20,100,000


Example (1) ４