digital marketing live! 2014 - delta projects - lejo duivenvoorde

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Maak uw Programmatic Trading een succes: Data !!

lejo duivenvoorde country manager

Delta Projects | Evolving technology for online advertising


We were the first ...Delta’s going European ...The 1st company in

Sweden to execute aRetargeting Campaign

2006

The 1st DSP & DMPin the Nordics

2011

Currently the largest RTBbuyer in the Nordics

2013

1st Behavioral Targetingand RetargetingTechnology in Sweden

2008

Brings the 1st Ad Server to the Swedish market

2002

Founded in 2002Delta Projects was founded inStockholm by John Lilja. John is stillthe driving force of the company. Heis head of development and a truevisionary. The entire company is permeatedwith his drive to find the best way toutilize the full potentional of Internetand to create relevance to bothadvertisers and readers.

Sweden

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Norway Denmark Netherlands Germany

We are where you are …


What’s our mission? We focus on finding your customers, not a website they might visit.

It’s about connecting the Advertiser with the right User. Better campaigns for the Advertiser, relevant content for the User.

Delta Projects | Evolving technology for online advertising 6 Delta Projects | Evolving technology for online advertising

There are millions of browsers out there!

Delta Projects | Evolving technology for online advertising 7

These browsers are active on over 250 000 websites each month!


Smaato Global RTB report Q1 2014


Data will identify your customers!

Select Target Group Analysis

Execution Set buying strategy

Premium Brand Safe White list

Delivery

Frequency Optimization

Time/ day

Retargeting Profiles/ Twins Demographics Location based

Display Mobile Video

Who?

How?

Where?

Open


Third-Party Data Party First-Party Data Party Second-Party Data Party


Blue Summit RTB Report 2014


Data Driven Marketing

14

d

Twins/Retargeting

Visitors Visitors

Buyers Buyers Profiles Analytics Event-driven


d

..analyse whos visting the site and who are actually

buying... Start tracking the traffic on

the website...

Twins/Retargeting

DSP

Visitors Visitors

The ones who’re buying your products

..advertise towards other surfers who display the same

behaviour...

1 2 3

Don’t forget to add retargeting in your video pre-roll campaigns !!

Dynamic creatives/ (optimize your offering)

Control your frequencies over different sites and media


Case – Profiles/Twins

Client: Emirates Media Agency: Starcom Campaign type: Profiles/Twins Market: Denmark Campaign period: 4 weeks Main objectives: Branding

Since Deltaprojects both had the best audience measurement score and cost measurement score, it comes out with the best total score.

TOTAL ONLINE PERFORMANCE SCORE - MEDIA The client wanted to compare the branding effect between Delta Projects and two other media investments (1 site and 1 ad network). The metrics used where: Cost measurement score •  Cost per inscreen •  Cost per click •  Cost per interaction Audience measurement score •  Share of audiance score •  Affinity score

The total campaign was then evaluated on a combination of the cost and audience measurement score.

Network Site X


Profiles Our profiles are built by looking at browsing behavior on over 28 000 webistes that have been manully catagorized into 238 content categories. This is the basis for our 25 behavior profiles.

No one else can

match that!

Our 25 profile categories Arts & Entertainment Autos & Vehicles Beauty & Fitness Books & Literature Business Games Health Hobbies & Leisure Home & Garden Internet & Telecom Jobs & Education Law & Government News

OnlineCommunities People & Society Pets & Animals RealEstate Reference Science Shopping Sports Travel Pets & Animals

No one else can

match that!

With our profiles you can reach people interested in sports all over the Internet!!


Case - Opel Industry - Autos

Inventory: Apps and mobile sites Campaign goal: eCPC € 0,25 Result: eCPC € 0,20 CTR: 0,32 % Reach: 3119157

Client: Opel Media Agency: Aegis Campaign type: Profiles Market: Holland Campaign period: 4 weeks Main objectives: Response

Creatives

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“This was our first programmatic branding campaign and apart from producing impressive results Delta Projects also provided a very good service with many valuable insights during the whole campaign period“ Michael Paluszkiewicz, Unitleiter Media, redblue Marketing

Agency: redblue Marketing Client: redcoon Market: Germany Campaign: Display, large formats Goal: Branding & Awareness Tactic: Delta’s Profile, Agof-Sitepool, PMP Period: November 2013 Solution:

Result: • over 4,2 million Unique User • over 5,4 million Impression •  average clickrate of 0,23 % •  average CPM of 2,34 €

4,2 Mio Unique User

0,23€ CTR

targeting user in high responsive and brand safe inventory and control frequency and price for the optimal effect


Standard & Delta Premium

DSP

1 2 Implement tracking at

the website.. … categorize & track

them… ...collect your visitors

and customers...

Analytics

3 …optimize your

campaign!

4


Media Channels 23

Display Video

Your Ad

Mobile

Your Ad

TV/Radio/OOH/Print


Display

Don’t forget that you can always handpick your media!! Don’t forget that you can always handpick your media!!

Retargeting

Profiles - Reach your audience!

Twins - Identify your target customers!

Control frequency and eliminate waste

Display

Premium Brand Safe White List

ca 100 Websites ca 200 Websites over 10 000 Websites

White listed inventory a variety of national and international websites with comercial and non comercial

content.

Big formats on large local publishers with high Brand Value

National and international sites with high reach.

Open

over 1 million Websites

All inventory available through all media channels.

Dynamic ads based on data/profile


Mobile Delta Projects CMP

DSP

Retargeting

Profiles - Reach your audience!

Twins - Identify your target customers!


Your Ad Your Ad 30% of online traffic comes from mobile

devices!

Targeting based on APP profiling


Delta Projects CMP

DSP

Video

In med bullets räckvidd, info mm, invänta Robin/Björn

Content/Profile/Tgt-based Advertising

In –video targeted advertising Twins/Retargeting/Profiles !


Online video is rapidly replacing TV as the #1 channel for moving content! Online video is rapidly replacing TV as the #1 channel for moving content !

Personalized Content !!


IAB report on Programmatic trading The Netherlands 2012 – 2013

let’s get started !!!

“Independent studies have shown there’s anywhere from a 20% to

40% churn if you have different DSP and DMP vendor,” he said.

Demas also pointed out having a separate DMP and DSP provider keeps clients from collecting any information in advertising bids they

lost.

Bill Demas, Turn on January 23,2014 @ The Great DMP Debate http://www.adexchanger.com/data-exchanges/the-great-dmp-debate/

please integrate your DMP and DSP, because..


Hope to see you again soon!

[email protected] +31-(0)654626850