centro: real-time advertising trends for 2015

Matt Sauls – VP, Operations

SiteScout, a Centro Company

Taking Huge Market Share•

A Strategic Cornerstone•

A Must-Have for Retailers•

The Primary Performance Indicator•

Crucial for Success

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The Way of The Future

Media transacted via automated systems

that take orders and execute those orders

with little or no interaction from humans.

Auction-based buying through ad exchanges

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Automated guaranteed ordering systems

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Ads that respond in real time to user data

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Usually powered by RTB

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Social, broadcast, radio, native web, etc.

Programmatic execution accounted for $10B in 2014: 45% of all digital media sold

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Programmatic is expected to account for 55% in 2015 and over 60% in 2016

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Programmatic Breakdown: 92% RTB. 8% Programmatic Direct

12% of Programmatic Spending in 2014

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Expected to hit 28% in 2015 and 40% in 2016

44% of Programmatic Spending in 2014

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Expected to surpass desktop spending in

2015, hitting over 55%

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25% of marketers plan to significantly

increase mobile and ad budget

MRAID

HTML5

Mobile-Video

Responsive Design

Social Integration

Click to Call

Native Formats

Understanding and Implementing of mobile formats is key

Audience expansion to multiple devices

Personal vs. Household Devices

Universal frequency capping

Universal conversion attribution

Universal retargeting

Multiple vendors provide device mapping

Computers Mobile Phones Cars Refrigerators

TARGETING TECHNOLOGY

Per-App inventory targeting

Optimized mobile-web targeting

Hyperlocal: GPS (lat/long) targeting

Carrier targeting

Device type/make/model targeting

TRACKING TECHNOLOGY

Click to call tracking

Postback conversion tracking

AUDIENCE TARGETING

Device ID driven retargeting

Cross-device audience extension

Free user data from apps

BENEFITS

Extremely high viewability

Cross-device tracking and attribution

Lifetime activity tracking

Accurate location

Only works with 3 specific cellular providers

Only works on newer phone models

Must isolate a control region to be excluded

Make/model targeting

Carrier targeting

Standard IP targeting: USA

Hyperlocal (GPS) targeting: exclude control region

Analytics should track the entire customer lifecycle

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Targeting should take owned intelligence into account

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Advertisers MUST focus tech resources on marketing

Universally Accessible: Not locked-in to any one DSP

Professional Partner with deep experience

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Access offline CRM for digital marketing and attribution

Take advantage of PII data, safely and anonymously

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Free data storage and free data access

Most efficient and cost effective option

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Absolutely imperative for full control

Ultimate flexibility in the future

TARGETING / RETARGETING

Build retargeting segments based on proprietary user data

AUDIENCE EXTENSION

Use 1st party data with 3rd party data to extend audiences

CONVERSION TRACKING

Track campaign effectiveness by measuring sales accurately

CUSTOMER LIFETIME VALUE

Measure the true lifetime effect of prospecting initiatives

CAMPAIGN ROI MEASUREMENT

Determine the TRUE ROI of your campaigns

Drive installations of an e-Reader app, followed by subsequent book

purchases

Client wants to track cost-per-install, but also wants to track true revenue

App is free—revenue is only realized upon book purchases

Book purchase revenue can only be measured on the client’s end

Client wants to remarket to installed users to drive book purchases

Client wants to remarket to book purchasers to drive further sales

App installs tracked as the primary metric using with a $0 revenue value

Client stores postbackID in user/CRM database for each install

Client builds generic audience segment with device IDs of all users who install the app and launches a generic retargeting campaign to promote book purchases

Client fires conversions with revenue upon book purchases, using stored ID and purchase price

Client uses CRM data, along with deviceID to build mobile retargeting segments for book categories/genres, fueling more accurately targeted remarketing campaigns

Client continues to fire back revenue information using stored user ID data

POINT OF SALE ENABLED TECHNOLOGIES

Aisle Labs

Google

Facebook

Apple Pay

Softcard

Source Metrics

Etc.

In-store/point-of-sale attribution:

a must-have for many advertisers

You MUST find a way to connect with your users

via mobile devices

Conversions pixels underused •

Tracking not tied to advertiser data•

Landing page funnels not tracked •

Analytics not being analyzed•

Clicks and CTR being over-valued

MRC DEFINITION: 50% of an ad’s pixels within view for at least 1 second.

First measurement of inventory quality, before clicks

•

Best metric for high impact branding campaigns

•

Recently adopted by the industry and still not ubiquitous

CONTEXTUALLY:

Not recommended

Pre-impression page URL analysis

Prone to error

Doesn’t account for user’s environment

IN THE WILD:

Recommended

Per-impression real-time analysis

Gives true statistics

Accounts for user’s environment

1.

2.

Large browser—both ads are

above the fold

Same page, smaller browser. One ad begins

to fall below the fold

Smallest browser. Second ad is completely

below the fold

It’s often the ads below the fold that incite

more consumer engagement

INCLUDES:

RTB Private Auctions (PMP)

RTB Direct Deals (PMP)

RTB Private Exchanges

Programmatic Direct Orders

The Publisher Ad Serving Waterfall

Fixed CPM Pricing

Special Access to Inventory

Semi-Reserved Inventory (First Look)

Increased Transparency

Guaranteed Delivery

First Look

Private Auction

Custom

Private Marketplace

Enables “Productization”

of RTB Media Buying

IN HOUSE TRADERS:

Agencies

Advertisers

Small Businesses

Publishers

Ad Networks

Etc.

CAN BE AS SIMPLE AS:

Basic media planning

Simple Retargeting Campaigns

Inventory Spot Buys

CAN BE AS COMPLEX AS:

Full campaign management

Data curation and management

Analytics linked optimization

CAN BE SELF-SERVE OR MANAGED

Want media budget control

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Want campaign transparency

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Want to leverage CRM data

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Want to link website analytics with campaign optimization

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Have a strong understanding of your target market

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Have dedicated staff for in-house trading

Education and Training are Key

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A Strong DSP Partner Will Help

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Managed Services Should be an Option

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Ongoing Support is Necessary

MANAGED

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•

•

•

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MANAGED

Service Fees

Less Transparency

Reduced Control

Low Knowledge Required

Outsourced Labor

Third Party Expertise

MANAGED

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SELF-SERVE

Lower Cost

More Transparency

Increased Control

Higher Knowledge Required

Requires Staffing

In-House Expertise

PICTURE?

and Native Advertising Are Key Formats to Focus on for 2015

•

Advertisers’ Provides An Untapped Goldmine of Opportunity

•

Strategies Becoming a Must-Have For Retailers

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Will Become a New Standard for Performance Measurement

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Deal Offerings Will Become The New Media Kit

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Trading is the Way Of The Future For Marketers and Agencies Alike

Matt Sauls – VP, Operations

SiteScout, a Centro Company