adatus online tuesday 140611_display
DESCRIPTION
Marcel Molenaar from ADATUS speaks about data driven display advertising at online tuesday #17 Display is (not) Dead. Amsterdam.TRANSCRIPT
Online Tuesday, 14 juni 2011
Marcel Molenaar, Country Manager
1. Data driven display advertising
2. Advertisers want more data on
performance
3. Potential local markets
4. Publishers will build more advanced
offerings for advertisers
5. Growth in digital media exchanges
Online Advertising
5 key trends in 2011
Proposition Adatus
Display is push, search is pull: combination is king!
Display Advertising
Search Engine Advertising
Display based on search
Latent searchers, low response, lots of branding
Active searchers, high response, limited branding
Active searchers, high response, lots of branding
Espresso apparaat LED TV 42 inch
Value creation is not publishing
It’s the tools to discover & distribute it
Online advertising in 2011
It’s happening !
IntentSegmentation
Creative
Buying
Campaign
Management
Online advertising in 2011
Make display more like search
Display 1.0
★ Awareness
★Reach & Frequency
★CPM
Display “ search’ based
★ Performance
★Data
★CPx
Intent
Online advertising in 2011
Make display more like search
Display 1.0
★ Bulk
★Site / Demo
★Past Behaviour
Display “ search’ based
★ Differentiated
★Audience
★Current Behaviour
Segmentation
Online advertising in 2011
Make display more like search
Display 1.0
★ No versioning
★High Dev. Cost
★Lead time
Display “ search’ based
★ Targeted
★Dynamic
★Self serve
Creative
Online advertising in 2011
Make display more like search
Display 1.0
★Ratecard
★Verbal
★I/O
Display “ search’ based
★ Bid & RTB
★DSP / Exchanges
★Automated
Buying
Online advertising in 2011
Make display more like search
Display 1.0
★High Minimum
★Switching Cost
★No Optimization
Display “ search’ based
★ Low Minimum
★No Switching cost
★Optimization
Campaign
Management
Display vs SearchDisplay advertising outgrows search in Europe
Europesplay into search
Audience targeting in US : 25%
Advertisers turn to search-based display
reg
What profiles are relevant?
Position in sales funnel determines type of data
Purchase
Intent
Interest
Socio-demographic
regRegistration
Visitors content sites
T
reg
regBranding
Brand preference
regConversionSearch, comparison, online
shops
Adatus: Real Time Data Exchange
Marketplace for exclusive online profiles
tekstReal Time Data Exchange
Automotive TravelTelecomReal Estate Shopping
Ad networks, Publishers, Agencies
Content sites Online shopsTest- en review
websites
(Vertical) search
engines
ID: 12345
www.travelsite.com
ID: 12345
Creating and delivering profiles
Real time, anonymous, hot prospects
Juli 10 - 22
All inclusive
Roundtrip
Economy
2 adults
Amsterdam
NYC
Who benefits ?
Consumers
Ads that matter
•Relevant Offers
• Free content & services
• Enhanced experience
•Anonymous currency
Publishers
True value created by users & content is data: own it !
•Higher value of inventory
•Maintain relevance
• Insight in your Audience
•Revenue stream
Advertisers
Reaching people, not pages
•More relevant to audience
•No waste
•Better insights
• Efficiency & Effectiveness
But wait !
Is this legal ?
European Commission issued a directive in Nov 2009 on ‘permission’
for cookies
Directive must be translated in national law on may 25, 2011
This new law is different than the existing one
NL government has pragmatic approach: based on ‘informed
consent’, i.e.
- Information
- Permission via browser settings
- Opt-out
Legal Implications
EU Directive
Marcel Molenaar
linkedin.com/in/molenaarm
twitter.com/adatus
Thank you !