the changing landscape of display & what smart marketers need to know
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TRANSCRIPT
Thank You for joining, we will begin momentarily.
How Display Advertising Has Evolved and What Smart Marketers Need to Know
January 24, 2013
Agenda Welcome & Housekeeping (IAB)
Overview on Display Ad Revenue
Speakers● Jonathan Schwartz, Vice President East Coast Sales at Netmining
● Introduction on how media has evolved, and where we currently are with an intro to the RTB environment, and a “non-Luma” chart on the display ecosystem.
● Dax Hamman, Chief Revenue Officer at Chango Inc● Explanation on how Big Data, Programmatic Buying, and FBX all play a role in this new
world of buying & selling.
● Amy King, VP, Product Marketing at Evidon● The Value of Revealing the Invisible Web.
● Todd Ruback, Chief Privacy Officer at Evidon● U.S. Self-Regulatory Program (AdChoices) and what Privacy Online means for publishers.
Q&A
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Questions?
NetminingJonathan Schwartz, Vice President East Coast Sales
How Display Advertising Has Evolved and What Smart Marketers Need to Know
Thank You
Q & AThis webinar will be made available on iab.net/events_training/
interactive_insights_webinars
Please contact [email protected] with questions.
HOW DID WE GET HERE?
HOW DID WE GET HERE?
HOW DID WE GET HERE?
HOW DID WE GET HERE?
HOW RTB WORKS
WHY RTB MATTERS
DECODING MYTHS
RTB DOES NOT EQUAL REMNANT
RTB DOES NOT EQUAL EXCHANGE INVENTORY
RTB DOES NOT EQUAL LOW QUALITY
THE ECOSYSTEM
AUDIENCE TARGETING VIA RTB
AUDIENCE TARGETING FOR BRANDING
Marketer’s Challenge
On-demand consumer
Multiple devicesFragmented
content consumption habits
Solution
RTB – valuing individual users and minimizing waste
Ability to predict users mindset with a combo of data + context
Rich creative canvas
Offline/Online Measurement
Entertainment tune-ins
In-store consumer behavior
Auto registrations
ChangoDax Hamman, Chief Revenue Officer
How Display Advertising Has Evolved and What Smart Marketers Need to Know
The new paradigm
Media (where)Data (who)
Big Data simply means ‘more data’, lots of it to be precise. And it’s unstructured and somewhat scattered.
So the promise of ‘Programmatic Marketing’ is to make big data actionable, and make our marketing programs more efficient.
Data is everywhere!
300m profiles
Search data3rd party
dataConversions
CRMSite visits
Conversions
Yoursite data
It’s only getting more important
When is an ad network, not an ad
network?
When it’s an ad network!
What do I buy?
Speaker Logo Here
And now there is FBX
FBX is more than another
media exchange.
✔ Lower CPMs
✔ Requires less impressions
✔ Quicker to convert
✔ Search data + FBX = highest ROI
Campaign data is showing positive results for buyers, a very attractive time to try.
Opinion is that this will not cause a sustainable decline in CPM.
EvidonAmy King, VP, Product Marketing
Todd Ruback, Chief Privacy Officer
How Display Advertising Has Evolved and What Smart Marketers Need to Know
Over $500 Billion At Stake In Online Marketing by 2015
2015 Market Size Estimates: Sources: Forrester Research, eMarketer – eCommerce US only, comScore, IDC
eCommerce$469+ billion
Online Display Advertising
$30+ billion
Web Measurement& Analytics
$3 billion
Big Data$16+ billion
• Billions of Venture Capital dollars invested
• Crowded and chaotic space
• Significant growth in each market segment
A lot of opportunity in “the invisible web”…
…and a lot of ramifications…
Not fully transparent with consumers
Takes long to load
Has no opt-out
Unknown to half the sites where it collects data
Privacy
People not only care about transparency, they reward it
* Survey conducted by Toluna, published in “Cookies Outlook Begins to Clear,” Marketing Week, 13 June 2012.
48%
of consumers say they’re more likely to purchase from companies that give them transparency and control*
U.S. Self-Regulatory Program (AdChoices)
=
Think: Nutritional label for ads
The DAA Principles
• Education
• Transparency
• Consumer Control
• Data Security
• Material Change to Existing OBA Policy/Practices
• Sensitive Data
• Accountability
DAA Program Timeline
2009 2010 2011 2012
J U L Y
DAA publishes
OBA Practice Principles
O C T O B E R
Icon program launches
N O V E M B E R
DAA publishes
Multi-Site Data Principles
M A R C H
Global licensing programs
(Europe, Canada)
N O V E M B E R
COOP page live to Web
J U N E
DAA announces100 programparticipants
O C T O B E R
11 million+ monthly visits to
www.YourAdChoices.com
N E X T U P
•Mobile•Browser-based Control Mechanisms •Continued Global Expansion
F E B R U A R Y
White House Event & Support
Time to Get with the Program
Active enforcement now
Investigation can cost $100k or worse
What You Need to Do
1. Audit/monitor tracking on sites
2. License icon from DAA• Advertiser ($5,500/year
at aboutads.info)
3. Disclose everything clearly to consumers on sites/in ads
4. Give consumers control, including opt-out
US AdChoices Program
Disclose on Websites…
Easy opt-out from each; reporting proves that the request has been sent
Rich detail on each collector available
1 2
All vendors contributing targeting to ad
…and in Ads
New COPPA Rule• Effective July 1, 2013
• PI now includes use of “persistent identifiers” like cookies, geo-location, photos, screen names and more
• Applies to website operators and third parties (eg, networks) who have actual knowledge that site is directed at children under 13
• Site operators “strictly liable” for third parties on their site
• Must inform parents and obtain parental consent (new mechanisms coming)
More privacy protection with
• 17 million downloads
• Consumers learn abouttracking and/or block it
• 7 million active monthly GhostRank panel
• Tracks 2,800 different types of objects from over 1,200 companies on over 150mm URLs worldwide
• Sees data web scanners alone miss
…that helps business too…
Not fully transparent with consumers
Takes long to load
Has no opt-out
Unknown to half the sites where it collects data
Performance and data security
Transparency means revenue
• 50+ trackers
• Take 2+ seconds to load
Faster Pages Drive Better Results—Walmart
http://www.webperformancetoday.com/2012/02/28/4-awesome-slides-showing-how-page-speed-correlates-to-business-metrics-at-walmart-com/
• Factoid 1: Extensively A/B tested page performance and published a study showing 100 millisecond delay = 1% drop in revenue
• Factoid 2: Search Engines A/B tested performance and found that a 500 millisecond delay caused a 20% drop in traffic.
• Factoid 3: In an experiment across multiple retailers, a 1 second delay caused a 7% decline in conversion
Transparency means revenue
• One tracker leads to another
• Need full visibility and data control
• Means higher cpm
spawns
spawns
Not Authorized!
What You Need to Do
1. Audit/monitor tracking on sites, know who is brought in by whom
2. Confirm what vendors on your site are allowed to collect and share
3. Regularly check performance of tags on your site
4. Give consumers control, including opt-out
Website Control to Protect Revenue