selling display display to your smb clients final

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2015 SUMMIT MONTREAL | JULY 29+30

Selling Display to Your SMB Clients


©2015 All rights reserved 2ACQUISIO 2015 SUMMIT MONTREAL – JULY 29+30 #ACQsummit

MEET THE SPEAKER

Maria ColettaDirector, Acquisio Trading

Desk, Acquisio



ATD Accesses Every Major Ad Exchange

A Single Network is Not Enough

Access to every major exchange and SSP including the Facebook Exchange (FBX) and News Feed

2 MILLION QPS

12 IAB Standard Units, including high impact

Scale in 150+ countries

32%

11%

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4%3%

2% 2% 1% 1%

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OTHER

Other: AdmetaAdscaleAdskomBeanstock MediaCCICentro ExchangeFalk Real Time

GumGumImprove DigitalXaxis MarketplaceZedo



When To Use Retargeting Strategies

When a client’s site has in excess of at least 20,000 estimated Unique Visitors per Month. ATD requires a robust cookie pool in order to achieve successful Retargeting campaign results. Only 7-10% of the Uniques can be used toward a Monthly Retargeting budget

Performance Driven Campaigns demanding specific CPA and ROAS Goals

CPM, CPC & CTR Rates take on less importance as Conversions and Revenue drive the KPIs. Retargeting strategies force higher CPM's and CPC's and tend to draw a lower CTR, mainly because we are forced to bid higher on limited retargeted cookies

No focus on the Geo as we only want to capture users who have shown intent when they initially visited the client’s site

Retargeting can also be used as a Branding Strategy as users are delivered multiple retargeting ads, ensuring that the Brand is top of mind

Retargeting is key for Cross-Selling campaigns



Cross-Ad or Campaign Bid Adjustments•Retarget Users anywhere on the internet. ATD has access to all the exchanges and can thereby cast a very large net in order to reach your valued customer. Site Wide Retargeting

•Retargets users while they appear on their Outlook/Yahoo Webmail. Outlook is a highly coveted group as they migrated as previous Hotmail users. Yahoo uses a larger ad unit 300x600

Outlook & Yahoo Retargeting

•Retargets users while on their Facebook page. The ad will appear on the RHR and/or Newsfeed sections of FBFBX RHR (Right Hand Rail) and Newsfeed Retargeting

•Retargets users while they appear on the You Tube. The use of Video and/or Free Companion Ads for this strategyYou Tube Retargeting

•Connecting client’s CRM data to Liveramp’s massive database, matching email addresses, physical addresses, etc to first party data. No emails need to be deployed via this method

Live Ramp Email Retargeting

•Retargets users via their IP address. Connect with all family members across all devices. Ie: Tablet, Smartphone, Laptop, etc

Household Extension Retargeting

•Specifically retarget users who didn’t fully complete the conversion funnel. One of the most effective performance driven strategies

Shop Cart Abandoner Retargeting

•Retargeting users while they appear on Premium Inventory relevant to the client's demo specifically via the Private Market Place universe

Private Market Place (PMP) Retargeting

• Specifically retarget users who didn’t fully complete the conversion funnel. One of the most effective performance driven strategies. Bidding specifically and more aggressively on cookies born within the first 12 hours of being captured, as they tend to be the most coveted and reflective of best ROI

First Bucket Retargeting



When To Use Prospecting Strategies

When a Campaign’s Goal is to Create Brand Awareness

When a Client’s Site has fewer than 20,000 Estimated Uniques per month. Prospecting New Users helps build the Retargeting Pool via Targeted Traffic

When Client’s KPI’s focus mainly on CTR and eCPC, Branding is a Key Element

When a Campaign’s Measurement is CPM focused

When a Campaign Requires a plethora of Clicks to the Site

When a Campaign Requires very Specific Audiences ie: Targeting HHI, Age, Gender, Edu, etc.

When a Campaign Requires a Specific Site/White List



ATD New Prospecting Strategies•Crawlers scan the content of sites and based on relevant keywords and/or customizable categories, displays ads on the sites that are a fit. This is a Page-level keyword and contextual strategy. ATD is integrated with four different Contextual networks, often isolating the best performers

Contextual & Keyword Targeting

•Matching the client’s keyword with a user searching for that same term via all search enginesCross Pixel Keyword Search Targeting

•Running Pre-Mid or Post-Roll Video on Targeted Sites with Video Completion Rates VisibilityVideo

•Displaying ads to users who appear on specific verticals ie: Fashion, Education, Automotive etc Channel/Vertical Targeting

•Outlook users migrated from Hotmail & view ads while on their Outlook Webmail. Exclusive inventory that allows only one advertiser on page & garners strong CTR's. Yahoo allows larger 300x600 ads and tends to yield higher CTR

Outlook & Yahoo Targeting

•The Look-Alike Modeling strategy uses the DMP to ID the most valuable first-party data traffic and matches the DMP data to the first-party data. Need at least 30K Cookies for this strategy to be viableLook-A-Like Modeling

•Bidding on Third Party Cookies targeting Gender, Age, HHI and Special Interests. ATD uniquely leverages Data Alliance 3rd Party data which is offered on a Rev Share model and not a fixed CPM rate

Data Alliance Behavioral Targeting

•The algorithm selects data segments with a high likelihood of driving campaign performance & automatically adjusts audiences as the campaign progresses. The Algos deactivate/activate underperforming & higher performing segments. CTR goals can average 3-6x improvement

Predictive Audience

•Targeting users while on their mobile devices, within specific apps relevant to the client’s demoMobile In-App Targeting



ATD Case Study – Retargeting Alongside New User ProspectingClient Type: E-Commerce

Campaign Performance before and after implementing a Prospecting campaign that ran alongside our Retargeting campaign:

Retargeting Before Prospecting:Goal: 400% ROASSpend: $12kPC Conversions: 127PV Conversions: 1,918CTR: 0.07%ROAS: 839%

Retargeting After Prospecting:

Goal: 400% ROASSpend: $11kPC Conversions: 109PV Conversions: 2,120CTR: 0.12%ROAS: 919%

Campaign Results:

Based on the 400% ROAS objective, campaign performance was 130% higher than the set ROAS goal, with a very considerable CTR lift. This significant boost for the After Prospecting Campaign came in despite having $1k less in budget.

In addition to boosting the results of our Retargeting campaign, the Prospecting campaign helped grow the cookie pool at rate of approximately 4000 cookies a day – More than 31,000 cookies within 9 days.



How ATD Uniquely Optimizes Retargeting Campaigns

Building Customizable Recency SchedulesBidding higher/lower for recent/older prospects

Recency Flexibility Recency capping: Avoid displaying ads to users 30+ days after they visit your website

Frequency Capping Controls how many Retargeted Impressions are being delivered to the User in a Specific Time Period



MOBILEMaximize mobile performance utilizing The Trade Desk’s powerful bid factoring

Engage customers across mobile channels and reach your intended audience with advanced targeting.

Scale in

150+ countries

ATD has access to

700+Billionin-app impressions per month

MASTER MOBILE WITH THE ACQUISIO TRADING DESKLeverage the ATD platform to achieve your mobile KPIs. Bid factor by device type, operating system, target users based on geo, serve ads across in-app, mobile-optimized web and mobile web inventory.

ATD Mobile Offering



MOBILE INVENTORY

EXISTING PARTNERS

PIPELINE INTEGRATIONS



In-App Targeting: MoPub & Google AdExchange

200B in-app impressions per month globally 700 MM global mobile impressions per day 74 MM mobile impressions per day in the U.S. alone

400B monthly in-app impressions globally 1.25B unique devices/month 20K+ applications 15K+ publisher partners 14K+ publishers

ATD is integrated with two leading providers of in-app inventory: Google AdExchange and

MoPub, accounting for two-thirds of all in-app inventory.



Apple iAd Partnership

Gain access to some of the most sought-after app inventory on the market with the flexibility and scale

of the industry-leading buyer’s platform.

Exact Targeting Using iTunes Purchase DataActivate iTunes download and purchase data to accurately target valuable audience segments

Build your target audience based on key targeting parameters including:

Age Device Frequency cap Gender iTunes Store preferences Scheduling



Recent Release: Mobile Device Make and Model Targeting

A person’s phone often says a lot about them – capitalize on the insights available to reach desired segment of users.

• Tech enthusiasts

• Early adopters

• Late adopters

• Apple users

• Android users

Target users based on the make and model of their mobile device



Recent Release: BlueKai Mobile Integration

Audience targeting is now fully available on mobile in-app inventory, using 1st or 3rd party data segments from BlueKai.

Access and target mobile data segments available through BlueKai via The Acquisio Trading Desk DMP

Target 3rd Party segments based on device ID

Upload 1st Party segments based on device ID



ATD Offers Access to a Large Video Footprint

A Single Video Ad Network is not enough. Don’t limit your video campaigns to one slice of the universe

Video networks are also taking large, non-transparent fees

From public financial statements Tremor: 41% average fee TubeMogul: 72% average fee



ATD Provides In-Depth Video Engagement MetricsLike Video Starts, Quartile Completions and Completion Rates

• View performance for video and display in one single report

• Same granularity as display reporting, which is more detailed than any other DSP



Private MarketPlace (PMP) or Deal IDFor the first time, you can execute guaranteed Premium buys and launch it Programmatically.

Use audience data to reach your target demo at scale on premium sites.

Application of global frequency cap across all channels and publishers

Transparency, data and ability to optimize placements afforded by a DSP

See how premium publishers falls into the larger attribution picture

Benefits of Deal IDs1

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For example, if buying CNN.com inventory through the PMP, ATD will optimize the campaign with all levers available through RTB buys. Ie: Day of Week, Time of Day, etc. It is not possible to granularly optimize this way directly through the Publisher



Private MarketPlace - PMP

Additional Advantages to using the PMP:

Simplifying the direct Publisher buying process by eliminating need for multiple buys. Ie: No longer needing to buy inventory directly through Travelocity, Orbitz and Expedia separately. Take advantage of efficient and quick inventory purchasing by buying directly to those Publishers all through one purchase point, the ATD Private Market Place

When buying direct to Pub, there is little to no control over the inventory. You cannot control when the inventory is being served, yet through the PMP, we are able to day and time part the inventory

ATD also boasts PMP Retargeting where retargeting directly on these Premium sites is now a reality. Most Premium sites do not directly allow Retargeting, another benefit of the PMP



Native Ads GumGum and ATD connect photos and data to drive viewability and engagement for brands.

ADVERTISER BENEFITS CAPTURE CONTEXT WITH IN- IMAGE ADS

75%

Viewability

0.84%

CTR

37%

Brand Lift

ADS THAT STICK

GumGum and the Acquisio Trading Desk have partnered to make custom in-image and in-screen ad units available programmatically for the first time, giving buyers a powerful new branding tool.

Viewable placement within content and images

Access to photos of major events Custom static or rich media creative IAB 728x90 creative also supported

GumGum's patented In-Image Ads appear in-line with premium editorial content where user attention is actively engaged.

The result is consistently higher performance in key metrics like viewability, engagement and brand lift.



GumGum Custom Ad Units



Live Ramp CRM Retargeting

THE SOLUTION:

Send your Data Securely to LiveRamp. No Set Up Fee. Email Data Matched to

Live Ramp’s User Name Database

THE PROBLEM:

Marketing organizations today have a wealth of transactional and CRM data tied to email and postal addresses. But this data is siloed from their online marketing initiatives and can only be used to personalize email and direct mail campaigns



Household Extension RetargetingTargeting 1st Party Audiences across ALL Household Devices By Leveraging IP Targeting. Reach Same User Across All Devices in Conjunction with Targeting All Members of Household Across All Devices

Wife visits website to look for

promotions and gets retargeted



ATD High Definition (HD) ReportingATD Boasts the Most Comprehensive Display Reporting in the Industry through its High Definition (HD) Report



High Definition Reporting Granularity• Great for viewing general stats by day and by ad group/campaign1. Ad Group Performance

• For viewing video stat performance by creative2. Video• For viewing performance across frequency. Great for click based optimization

campaigns3. Frequency

• For viewing performance across ad format4. Ad Format

• For viewing performance by creative. Pull in ad format to help organize5. Creative

• For viewing performance by fold placement, Above/Below Fold6. Fold• If running on a whitelist or running contextual targeting, see performance for every site

on this tab7. Site - Category

• Go here for any site optimizations – Blacklisting sites that are not performing8. Site

• For viewing performance by supply vendor9. Supply Vendor

• Reporting in the user’s time of day – really powerful for optimizing and story telling10. Time of Day• Reporting in the user’s day of week – look at performance of weekends against

weekdays11. Day of Week

• Performance by browser – pull in device type or operating system12. Browser

• Performance by device type – pull in browser or operating system13. Device Type• Really powerful tab for optimizing retargeting ad groups as we increase/lower bids on

specific cookies14. Recency• Reporting at the data element level inside of an audience. Really great for BT

campaigns!15. Data Elements

• For viewing performance across the languages used in the browser16. Language



Display Viewability, Brand Safety and Suspicious Activity Despite growing measures toward ensuring RTB quality traffic, the universe is so vast that it’s

sometimes risky to only run with a Global Block List.

The Global Block List is updated by continually removing any offending IP Addresses or URL’s, yet when your Brand’s reputation is on the line, it is highly recommend to incorporate additional premium traffic filter measures including Brand Safety Features, Viewability and Suspicious Activity.

New Brand Safety Features does not allow any Adult, Alcohol, Drug, Hate Speech, Illegal Download or Offensive Language Content to come into contact with your client’s Brand

Viewability targets the Top 10-75% of Impressions most likely to be viewed for the longest time

Suspicious Activity Blocks Very High Risk sites above and beyond the ATD’s daily updated Block Lists which are already in place.



How ATD Differs From Its Competitors

ATD is a Direct Publisher ATD is NOT an Ad Network. When you're not dealing direct, you will likely incur additional 'middleman' fees. ATD has access to a large digital marketing footprint as it connects with all the major ad exchanges including the Facebook Exchange

ATD is Frequency Transparent ATD is unique in its ability to optimize Frequency. We are not a black box outfit, but one that is transparent and sets realistic frequency caps. Black box frequency capping can easily result in ad fatigue or worse, user annoyance!

ATD’s Unique Recency Data Recency is data uniquely reflected in our reporting. We can bid on cookies that are more valuable as they convert and lower bid multipliers on those that don’t. This decreases CPA and increases performance as we maximize budget potential

ATD’s High Definition Reporting ATD HD reports are the most comprehensive in the industry with over 16 tabs of data. The data is used to optimize campaigns on a granular level and includes Ad Group, Frequency, Site Vertical, Site List, Creative, Fold, Exchange, Time of Day, Day of Week, etc

ATD Offers a 48 HR OutClause & Low Commitment IO’s ATD is confident in showing results pretty quickly. Media Buyers are very attracted by this low risk element. ATD can work on a month to month basis and doesn’t require a large dedicated spend. Retargeting Only = $5k/Mth and Channel + Retargeting = $10k/Mth

ATD’s Unique Data Alliance Rev Share Model ATD uniquely offers Data Alliance 3rd Party Data on a Revenue Share basis. The CPM drops from $5-6 down to below $1-$1.50 CPM, greatly increasing the odds of successful performance. DA also allows the growing of small cookie pools without solely relying on New User Prospecting


2015 SUMMIT MONTREAL | JULY 29+30

Thank You!

selling display display to your smb clients final

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