Digital Advertising Technologiesbuilding blocks for a Death Star or virtuous path to harnessing The Force?

Things we’ll discuss today…›Setting the Stage

› Show me the Money dimensions

› The faces of Performance – the 3 Rs

› Digital Advertising Technologies Stack Overview– it’s a complex world

›The Dark side vs The Force› Programmatic

› Data

› Rich Media

› Advanced Metrics (Viewability, engagement)

›Things to do

›Things to avoid

›Final thoughts

SHOW ME THE MONEY!!!There are four sides in each coin!!!

Dimensions of Value Creation

› Increase Revenues

›Reduce Costs

› Improve Client Satisfaction

›Help your Client deliver better services to their clients

What are we trying to accomplish?Performance has many faces…

The 3 Rs Framework

Reach x Resonance = ResultsBrandPerformanceROI…

InteractionEngagementCTRDwell time…

ImpressionsUUs/ UBsViewability…

Digital Advertising Technology StackIt’s complicated…

TheAcronyms

Bomb!

Digital

Advertising

Market

1st Party(Publisher)AdServer

3rd Party(Advertiser)

AdServer

Data Management Platform (DMP)

Demand Side Platform

(DSP)

Supply Side Platform

(SSP)Ad Exchange

3rd Party Apps & Tools

Dynamic Creative Optimization

Yield Management

Native Advertising

Media & Asset Management Systems

Verification

Attribution

ProgrammaticAutomate you must!!!

Programmatic – The Dark Side

DEMAND

The Open Exchange environments are vulnerable to

› Fraud

› No transparency – no way to ensure brand safety

› Low Viewability

› Low price – Low Results

SUPPLY

› Use only remnant / open exchange monetization

› Treat programmatic monetization as a purely automatic process (no people required)

› Absence of commercial rules / cannibalization of direct sales

Programmatic – The Force

DEMAND

› Use private marketplaces to ensure safe / transparent environment

› Build & actively use & enhance your own data layer

› Utilize Data to decide When & How much to bid. Programmatic trading transfers trading control to the buyer.

› Optimize, Optimize, Optimize using a combination of machine & human intelligence

SUPPLY

› Use all available programmatic trading models› Direct / Deals› Private Marketplace (PMP)› Open Exchange

› Unite to compete with the global media giants

› Create commercial & quality rules to protect your property

› Optimize, Optimize, Optimize using a combination of machine & human intelligence

DataHarness their power…

Clifford Stoll

Data – The Dark Side

DEMAND

›Fragmented & uncoordinated creation & usage of data segments

›Use & then forget data on a per campaign basis

SUPPLY

›Data Leakage

›Simply replicate contextual information in a data layer

Ignorance of the applicable Data Privacy Legislation & Business Ethics!

Data – The Force

DEMAND

› Create a structure that suits your needs – think in terms of a framework that’s compatible with your goals & strategy

› Use data in an always on fashion

› Monitor & review results – utilize insights to enhance your Data Set

SUPPLY

› Learn thy audience!!!

› Interact with your viewers to collect up to date and accurate data

› Create custom audiences to meet your clients needs

Big Data creates the necessity for new ways to visualize / read information & generate knowledge & wisdom

Traditional Digital Campaign Campaign

Programmatic & Data in action!

Rich MediaUnleash the full cast…

Advertiser / Agency

PublisherCreative

Rich Media – The Dark Side

DEMAND

› Pick a new format for every campaign› Creative training & delivery times› Publisher certification

› It’s just a new format – business as usual

› I’m getting higher CTR than plain banners – I’m doing great!

› Rich Media = Flash

SUPPLY

› Assume that rich media is just another incoming creative – no need for me to do anything

› Certification process is a burden

Rich Media – The Force

DEMAND

› Create a strategy – pick a few formats as baseline templates, then work on producing engaging content/creative.

› Involve your creative resources› Collaborate closely with your Advertiser

AdServer support team in a few key projects per year to establish that everything is implemented smoothly

› Use benchmarks to measure & compare your success

› Start using HTML5

SUPPLY

› Review your site structure vs popular Rich Media / high impact formats

› Package & sell Rich Media certified placements separately

› Certification is the gateway to increased revenues

Advanced MetricsViewability & Engagement – friend or foe?

Advanced Metrics– The Dark Side

DEMAND

› Data Overflow – Death by numbers – is there any connection between them & the overall goals?

› With these new metrics I’ll immediately demand a change in the existing partnerships / collaborations

SUPPLY

› Viewability doesn’t concern me

› Engagement is solely connected to the quality of the creative

Advanced Metrics– The Force

DEMAND

› Pick the right metric for the right job – correlate with goals achievement

› Start measuring – Verify Results –Talk with your partners to address any issues identified

SUPPLY

› Audit your site for Viewability!!!

› Understand the results of the audit and make changes accordingly

› Monitor the performance of campaigns from your clients / compare against the industry benchmarks

Source: Google – The Importance of being seen

Things to doBest Practices

Select the right partner(s)Merely selecting the “right” technology is not enough + you can’t do everything inhouse…

The path to Data EnlightenmentIt’s a path you need to start travelling & a skillset (knowledge & tools) you need to attain…

Be Sophisticated – Don’t be complexJust because the underlying technologies are complex doesn’t mean the solutions should be too…

Things to avoidOnce you start down the dark path, forever will it dominate your destiny, consume you it will.

The “stormtrooper” approachChanging, testing everything at once is not a recipe for success… More isn’t always better!!!

It’s just technologyIt’s a paradigm shift & requires transition in technology, organization & skillsets…

Don’t get stuck in the current modus operandiResearch, Discuss, Read, Learn, Experiment and use the Force in your own way!

Final Thoughts

› Digital Advertising Technologies create a complex environment, however they exist in order to facilitate the basic rules of the game!

› Value can be created across several dimensions

› The Digital Advertising Technology stack can become The Force powering our endeavors

› In order to do so, we need to understand the key concepts driving results, establish a strategy & deliver valuable solutions using a combination of in-house skills & expert partners.

› Don’t get lost in the acronyms, jargon & technology complexity!

Elias GagasManaging Directoreliasg@tailwindemea.net