alenty appnexus app
DESCRIPTION
TRANSCRIPT
Alenty Leader in ad-viewability
measurement
Who is Alenty ?
French company, Paris based, leader in ad visibility measurement and optimisation
…since 2008
…in France, UK, Germany and the USA
…we measure Billions of impressions
…in most markets
…we focus solely on visibility
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Why viewability?
This is not a specialist subject anymore: standardisation
is coming from the US (1s, 50% of surface): Viewed CPM
will replace CPM…
Viewability will become a currency if almost 100% of the
inventory is measured
To tackle the inefficiency of the media (30% of the
inventory of campaigns is not seen at all)
…and therefore makes this media as attractive as TV in
order to shift branding advertising budgets…
…and/or optimize conversion for direct response
campaign
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Why choose Alenty ?
The most advanced technology with a measurement rate (success rate) above 90%
• All browsers
• All OS
• All Formats
• All adserver/DSP (generic Javascript)
• All type of Iframes: solutions for IE, Firefox and Chrome
MRC certification process (end Q2 2013)
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A generic Javascript (census measurement)
Buying efficiencies
Trading Desks
Bid for efficient impressions on Ad Exchanges
What for ?
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V.CPM negociation & control
V.CPM optimization
Premium pack positioning
Some key figures
How many impressions are seen ?
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Viewable impressions
50% surface during 1s or more
Viewability ratio
Premium: 75%Ad-exchange: 50%
Trading desk Media agency
Media buyingRTB: Audience buying
9 Confidential - Copyright 2011
A 2 in 1 solution for media buying and RTB
Alenty – Appnexus AppCampaign viewability
optimization
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An actionable solution to boost viewability up to 50%
Simple set-up
Simple reporting
Actionable data
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An easy set up
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Simple & readable reporting by creative/domain updated daily
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Actionable data: export to black lists…
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Viewability optimization Export to black list at
placement level
Just copy & paste in Appenexus black listsplacements with poor viewability ratio
End of Q2 2013, this manual process will be completely automitized
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Check campaign viewability trend
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Alenty agregated prebidvs syndicated URL Prebid
Alenty : Proprietary “agregated” prebid at placement level • Same efficiency around 5 x cheaper (no server costs)• Your data belong to you and only to you• Automatic Prebid black lists based on your previous
campaigns• Feasible on Appnexus today. Turn? Mediamath?Invite
Syndicated URL prebid• Might be more accurate (no evidence yet)• Based on the others measurement
• Big clients contribute to smaller ones• Nobody is incentived to measure• Harder to renew the data
• High price due to high server costs
Alenty Appnexus App
To go beyond Viewability…
Branding campaigns: duration is key…
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Source: Temporis Digital (Canal Plus, Mediamento, Alenty)
Ad not seen Ad seen a few seconds
Ad seen more than 10 seconds
“If you do not see the message you will never remember it !”
Recall score uplift
+140%
Source: Temporis digital
...and the message needs to be « efficiently » repeated several times
Effective frequency
Recall score
Best recall score obtained with a 4- impression repetition
20 Confidential - Copyright 2011
Source: Temporis digital
Ad-ViPer for Infectious Media – November 2012 21 Extract from Infectious Media RTB Insight Report Summer 2012
« Efficient » frequency has also an impact on direct response campaign !
You can therefore take into account
ad-exposure duration…
How many impressions are seen efficiently ?
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Efficient impressions75% surface during 10s or more
Efficiency ratio
Premium: 40%Ad-exchange: <30%
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Just set up a new threshold to take into account ad exposure duration
If your message last 10 s…. It will be more efficient if actually seen 10 s !
…And also improve viewable/efficient frequency
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Set up a call to a segment to dynamically pilot efficient/viewable frequency
Segment can be created based on viewability and or « efficiency » to boost viewable or efficient frequency
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A flexible & global solution to boost campaigns performance
AdpaceOptimization
Contacts frequency optimization
Today:<50% impressions seen
<10% contacts ideally repeated (3+)
Inventory cleanup:Boost Viewable impressions
Pilot V-CPM
Exposed contacts:Reduce Fraud (Robot exclusion)
Boost viewable frequency
Maximized impact:Branding,
Conversions, clicks…
Boost frequency of efficient impressions,
Campaign optimizationBoost efficient impressions
Pilot Eff-CPM
Main Contacts
UK country manager Eric Merceron
Phone : +44 07892 877 051Mail : [email protected]
COOFrank Durousset
Phone : +33 6 76 80 37 69Mail : [email protected]
North America Manager André Talliercio
Phone: 1-646-504-9414: Mail [email protected]
CEO Laurent Nicolas
Phone : +33 1 77 37 27 65Mail : [email protected]
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Germany country manager Milan Dolinar
Phone : ++49 176 633 10582Mail : [email protected]
Web : www.alenty.com
Ad Ops Director Kevin Arnoult
Phone : +33 1 42 00 94 86Mail : [email protected]