trafficdna_publisher
TRANSCRIPT
[email protected] www.trafficdna.com TrafficDNA © 2014
Core IdentityTrafficDNA is part of Noosphere Group of companies that holds some of the most important service providers in the Digital Marketing value chain. Automation of all steps of digital performance marketing is the core of our service development strategy, and TrafficDNA is the center of it.
A mobile & Internet conglomeratewith 8 digits USD in Revenues
2000 employees and a portfolio ofover hundreds of brands
Presence in 20 countries
Marketing powerhouse with hugeexpertize in performance basedmarketing
[email protected] www.trafficdna.com TrafficDNA © 2014
Global Presence
Coming soon
USACanadaNetherlandsUkraineRussiaChina
SingaporeBarcelona
123 456
78
Active countries
Our offices
[email protected] www.trafficdna.com TrafficDNA © 2014
AppNexus Strategic PartnershipTrafficDNA has partnered with Appnexus, to allow advertiser access to billions of daily impressions, in a one-step solution that adds unlimited potential to your digital campaigns.
RTB-ENABLEDAD SERVER
EXTERNALSUPPLY & DEMAND
PARTNERS
Buy-sideCapabilities
Sell-sideCapabilities
Appnexus cloud(powering 30+ leading
ad tech companies)
[email protected] www.trafficdna.com TrafficDNA © 2014
Focus: Digital Marketing
For more than 10 years, TrafficDNA is committed to perfecting ROI driven solutions for Digital Marketers, with emphasis placed on real time optimization of campaigns, revenue generation and customer satisfaction.
TOTAL ONLINEMARKETING EXPERIENCE
Rnd
OfflineCross Marketing
Retargeting
PR / Community
Viral
Social
MobileMedia Buys
Display
Affiliate
Search 635 YEARS
TOTALMARKETING STAFF
285 PEOPLE
[email protected] www.trafficdna.com TrafficDNA © 2014
DSP platform
Our in-house DSP platform provides efficient solutions for mobile display media buys. Integration of proprietary technologies enables to simplify advertising algorithms, profoundly optimize campaigns and achieve desirable results.
Current RTB integrations:
Coming Soon:
Real-Time Bidding Hyper-local targeting Mobile Retargeting
Look-a-like modeling Premium Inventory Global audience reach
Advanced Analytics& Data Management
Rich Media Fast & Robust Interface
Self-serve & Managed accounts
Full Transparency Brand-Safe Performance
[email protected] www.trafficdna.com TrafficDNA © 2014
Clients
Client satisfaction and strong partnerships are TrafficDNA’s passport.
[email protected] www.trafficdna.com TrafficDNA © 2014
TestimonialsResults based marketing testimonials
TrafficDNA is one of the major partner in Europe with years of experience in digital marketing. If you’re interested in affiliate business, contact them, tell them your objectives and put them to work. Their staff exhibit genuine expertise and their managers would run through a wall for you. Denis Bokov,
CEO at Renatus
The guys are true professionals with profound understanding of pay-per-call model. They make appropriate decisions to help maximize return on investments and we’re happy to be a part of their team collaborating on business improvement.
Anton Krasniy, CEO at Murka
TRafficDNA provides with high-quality services that allow us to stand out of the crowd. Together we have made great results and managed to build strong relationships that are supported by positive feedback. Very quickly they have become a reliable partner of ours.
Giovanni Costa, Founder & CEO at Tekka S.r.I.
We know when we work with TrafficDNA we can expect quality, quantity, professionalism, industry prowess, and an overall friendly attitude. All of which make them a pleasure to do business with.
Febe Chang, BD Manager at Clean Master
Since beginning of our partnership with TrafficDNA we have experienced considerable growth within the marketing channel that we enjoyed thanks to them exclusively. They’ve helped to make us solid and exposed our brand worldwide.
Jennie Wåge, Head of Online Marketing at Mobogenie
[email protected] www.trafficdna.com TrafficDNA © 2014
Case Studies
Coca–Cola engages more into mobile advertising with TrafficDNA’s Next Generation DSP driving minimum CPCs and outstanding campaign optimization.
As part of its nationwide FIFA NCP campaign, Coca-Cola wanted to amplify the awareness by engaging 14 to 45 year old mobile users in Romania in advance of the 2014 FIFA World Cup™ with related incentivesand donations to a sport NGO.
Challenge
TrafficDNAs team of mobile advertising specialists set up the Coca–Cola FIFA NCP mobile campaign using the geo-fence technology for the entire country of Romania.
Summary
Additional targeting included mobile devices using Android 2.1 and up along with a wide range of iOS devices.
Over 2 million impressions across 20 days, between May 23rd and June 11th, which generated 12,800 clicks at an over–the–average Click-through rate of 0.65%.
Results
Dragos Gruita, Customer Service & CDE Business Manager at Coca–Cola HBC Romania
SOL, a global beer brand under the umbrella of Heineken Greece, approached today’s tech-savvy and mostly on the move consumers through their smartphones by working with Next Generation DSP.
By joining into a common effort with the active groups of DesTV and TEDxThessaloniki, SOL needed to spread the message #DoingItYourWay in Athens, Thessaloniki and its surroundings through two inspirational videos hosted on YouTube.
Challenge
TrafficDNA’s team of mobile advertising professionals used the very demanded geo-fence technology to deliver SOL’s messages in the selected areas in Greece.
Summary
The messages have been targeted to Android and iOS users no matter of their operating system version.
A generous brand awareness through 1,32 million impressions spread on 21 days, between June 25th and July 15th, together with over 5,700 clicks on both Android and iOS as actions towards the landing page videos published on YouTube. Nevertheless, in a country where 79% of the users notice the mobile advertisements the rate of success rises by itself.
Results
Dionysia Simatou, Brand Manager Global Brands & Specialties, Heineken Greece
[email protected] www.trafficdna.com TrafficDNA © 2014
Universal Network
SocialMobileWEB Apps
TrafficDNA has generatedhuge assets due to its focus
on mobile traffic60%Mobile
The variety of offers we have covers all possible platforms
[email protected] www.trafficdna.com TrafficDNA © 2014
Advertiser Benefits
Access to anymedia channel
High qualitytargeted traffic
Anti-fraud solutions
Desired trafficvolumes can be
reached immediately
Internalmedia buy team
Stats accessibleon mobile devices
Tech support working 24/7
Analytical Brain Modeling Brain
What? A real-timeanalytical reporting
system with over 40customisable reports
Why? Increase yourrevenue by keeping
up to date with all theactivity within your
app. Improve the user experience and
eliminateinefficiencies
What? Based on userhistory and attributes,DataBrain designsmodels to predictscores for usersegments and content.
Why? Know the futurebehaviour of your usersand how they react toyour content. IncreaseROI and serve the rightcontent!
[email protected] www.trafficdna.com TrafficDNA © 2014
DataBrain inventory
Databrain DMP Data Management Platform — a closer look
“Big Data” and the Data Management Platform (DMP) DMP key features:
Data Management Platform (DMP)
Sales
DataDisplay
Search Social Email
Analytics - Behavioral - External Data (3rd party)
Normalize Data
Segmentation and Targeting
Attribution
Tracking
Research and Insight Analysis
Unified Interface
CRM
Digital OOH Connected TV
Display
Optimization
Paid Search
Buying
Optimization
and
Automation
CRM
Dynamic Site
Optimization
Automated
Social Response
Mobile
optimization
and Marketing
Offline Media
and Channels
Data Form
Effect On
Near Future
Multiple attributes set from variousdata sources for advancedsegmentation and targeting
Reacting to patterns in userbehaviour. DataBrain DMP monitorsperformance of apps and useraction funnel overtime.Conversions are tracked andanalysed to enable the bestpossible retargeting.
Personalised ads
Automatic data mining fordiscovering valuable segments
Upload external data fromvarious sources
[email protected] www.trafficdna.com TrafficDNA © 2014
Marketing tools
[email protected] www.trafficdna.com TrafficDNA © 2014
TrafficGear incorporates the features of 8 different services in one interface. Using those separately costs more money, takes more time due to incompatibility and at the end of the day gives nothing but data. TrafficGear gives you a qualitative advantage over competitors bythe automatic optimizations based on data you gather.
Advantageous solutions
[email protected] www.trafficdna.com TrafficDNA © 2014
Create your own algorithms
to automatically optimize your
campaignsor apply ours!
The more traffic sent – the more
precise targeting. Unable to resist.
Every click gets a tag. Automatic
optimization based on
gathered data. All a media buyer needs in one place.
Totally synced.
TrafficGear is a unique automated system ensuring that media buyer has a qualitative advantage over competition throughout the whole cycle of user acquizition, from Ad impression to lead management
[email protected] www.trafficdna.com TrafficDNA © 2014
Marketing Methods and Tools
Mobile Targeting
Connection Type Carrier-based or wifi/static
Mobile CarrierShow your ads only to devices operating under particular mobile carriers
Mobile Operating System Android, iOS, etc.
Device Type Phone, Tablet, or Desktops & Laptops
Device Make and Model Apple, iPhone, HTC Droid Incredible, etc.
Mobile BrowserFirefox, Chrome, Opera, Safari, or IE.
*System (i.e., device type, device make/model, OS, browser, carrier and connection type), frequency, geography, daypart, segments, and test/control targeting all work for in-app and device-optimized web campaigns.
Targeting Options
GeographicOur geographic targeting is so powerful that you can show your ads to anyone, anywhere. Target by country, region, city, or zip code.
DomainProtect your brand by limiting ads only to approved websites, or blacklisting sites you don’t want.
Content CategoriesContent categories are metadata attached to a slice of inventory that describe the contents of that inventory.
Retargeting
Day PartingCertain ad campaigns perform better at different times of the day
Frequency CappingLimit how often your ad is shown to the same person in a given time period.
Performance Controls
Get a second chance to make a first impression.
Target people that have already visited your website with custom ad campaigns designed to bring them back.
Creatives
What types of creatives can serve in campaigns? You can serve standard banners, video creative, and rich media mobile creative.
Traffic DNA aren’t just bid management tools. It’s constantly learning “what works” by identifying the relative effectiveness of different user characteristics in order to optimize your bidding strategy.
This learning helps it adjust the weighting they place on each audience characteristic in order to drive maximum performance.
Learning and dynamicoptimization
[email protected] www.trafficdna.com TrafficDNA © 2014
TRAVEL: enter the era of “big data“ Large travel corporations have an enormous amount of data at their disposal about their customers. Where they live, what age they are, how many children they have, income, etc. We make use of these valuable data to monetize and convert it into actionable commercial ends to increase their revenue.
Insights, lift studies and travel trendsWith all this data we aim to provide advertising partners with key insights and travel trends around booking lead times, duration of stay, class of travel, total passengers, comp set destinations, ect.
Global reach200 million data points in over 188 countriesand growing
The result: more sales and branding impactfor the advertisers
Ability to reach in market travelers throughout the holiday booking process
In the early planning dreaming phase through past traveler history or search intent dataWith travel trend data we’re then able to run standard display activity to users who are closer to the point of booking
First party data direct from the world’s leading Airlines, meta search engines,
OTA’s and other travel providersThis data differentiates us as no other performance marketing company has this data at scale
[email protected] www.trafficdna.com TrafficDNA © 2014
Ad Units
Standart Units
Rich Media
Expandable
Mobile
Ad format
Ad size
Ad format
Ad size
Base size
Expandedsize
Expansiondirection
MPU
300x250
Half page
300x600
Leaderboard
728x90
Full banner
468x60
Half banner
234x60
Skyscraper
160x600
Small skyscraper
120x600
Square
250x250
MPU
300x250
Half page
300x600
Leaderboard
728x90
Skyscraper
160x600
MPU
300x250
Mobile banner
300x50
Mobile wide banner
320x50
Ad format
Ad size
Left
240x600
Left
320x600
Down & Left
300x250
Down & Left
500x300
Left
560x600
Down
468x210
Down
728x300
120x600 160x600 234x60 300x250 300x600 468x60 728x90
[email protected] www.trafficdna.com TrafficDNA © 2014
Programmatic Solutions
Direct Deals
PrivateMarketplace
Open Exchange
Targeted audiencesBespoke audiencesGuaranteed deliveryFirst look
Non standard ad unitsCPM / CPC / CPAVideo inventory available
Custom categoriesDomain targeting
Rich mediaCPM / CPC
No guaranteed deliveryMarket floor pricesGlobal categories
Domain reportingStandart ad unitsCPM only
[email protected] www.trafficdna.com TrafficDNA © 2014
Piggyback PixelAn image tag or code that redirects a user browser to another pixel not directlyplaced on the publisher page
How to adda piggyback pixel
On the Piggyback Pixels tab, you can input the URL of an image or JavaScript pixelto piggyback off the conversion pixel. You mightdo this to notify external servers about conversion events.
Add piggyback pixelswith the following in mind:
• Image pixels can only piggyback off other image pixels, and JavaScript pixels can only piggyback off other JavaScript pixels.
• Image pixels can have only one piggyback pixel. If you need to piggyback multiple pixels, be sure to use a JavaScript pixel.
[email protected] www.trafficdna.com TrafficDNA © 2014
How Data Driven Marketing works
Identify Audience
Locate Audience Bid On Inventory
Serve Ads
We collect curate andscore searchpurchase, check-in and insightsdata from partnersTo identify the right audience for each marketer’s needs
We locate your audience on websites they visit using anonymous cookie data
We use powerful technology to bid on ad inventory across 95% of sites on the web in moloseconds, ensuring you reach your audience
We serve your ad across multiple channels, getting your message to your audience in all the ways they prefer to engage
Continual Optimisation with our Machine-Learning Technology
Right Message + Right Format + Right Travel + Right Time
[email protected] www.trafficdna.com TrafficDNA © 2014
Wayn Inventory
22 285 856
World’s Largest Travel & Lifestyle Social NetworkGrowing by up 4,000 new registrations a day, WAYN has users in 193 countries
Registered users
62 323 892AVG monthly page views
10 225 547AVG monthly visits
Gender split Age breakdown Lifestylestatements
Three quartes in full time employment
Over 70% college educated or higher
30 000 NEW pictures uploaded to per day
Up to 70K trips, activities, tipsand questions added daily
—
—
—
—
8Page views per visit
[email protected] www.trafficdna.com TrafficDNA © 2014
Wayn Inventory22 m registered members worlwide
Growing by up to 4 000 users sign–ups per day
95 mm page views per month
Up to 1.2 m targeted video views per month
—
—
—
—
30 000 new pictures uploadedto wayn per day
Up to 70K trips, activities, tips& questions added daily
1 mm message sent per day
Average of 44 answers for each question asked
—
—
—
—
14% 19% 19% 53%
58% travel for adventure, beach& cultural experiences
Travel more than5 times a year
Plan trips 1—3 monthbefore departure
Of wayn members travel1—2 times a year
North America
4 662 57720.9%5 443 6472 823 014
BeachAdventureCulturalCity breakLuxuryEcoSki
South America
869 9653.9%5 690 9711 050 311
Europe (Inc. UK)
4 406 86819.7%12 302 4792 240 698
Africa
1 044 7634.6%6 040 875880 149
Middle East &Asia
8 072 78636.2%28 448 7293 757 094
ROW (Rest of World)
2 296 62010.3%436 660170 014
Australasia
932 0484.1%1 426 665344 532
Spent over $3 500on average on their last trip
22,5%18,9%16,8%10,5%
8,3%5,9%2,6%
[email protected] www.trafficdna.com TrafficDNA © 2014
Available Mobile Formats
Mobile ad
Banner ads use a small portion of the screen to entice users
to "click through" to a richer, full-screen experience such as a website or app store page.
Mobile video banner adUse it to promote anything that you’re
offering to your audience.
Skin creativesare creatives that wrap, wallpaper, or otherwise
surround page content with ad content
[email protected] www.trafficdna.com TrafficDNA © 2014
Rich Media FormatsRich Media Ads
Expandable creativesor expandables, are rich media creatives that can be enlarged beyond the initial dimensions of the
placements they fill on web pages
An interstitial addisplays as a user navigates from one
web page to the next
HTML5 videointo a banner placement
If your budget allows for it, Rich Media ads have the highest engagement rate compared to static ads. You can even decide to let the user interact with a part of your app directly within:
[email protected] www.trafficdna.com TrafficDNA © 2014
Standard banners
— Static or animated ad, it appears on top / bottom of the screen
— Available in different size
[email protected] www.trafficdna.com TrafficDNA © 2014
Video Banners
Many advertisers would like to serve rich media creatives on mobile devices, especially video:
— to improve user experience, autoplay is no longer default for video banners— 15 second videos, 30 second videos or videos of other lenght
[email protected] www.trafficdna.com TrafficDNA © 2014
Skins
A rich media ad that occupies the unused ‘white space’ of a page, typicallythe space surrounding the main content frame
[email protected] www.trafficdna.com TrafficDNA © 2014
Expandable Banners
Expandable banner expands beyond the confines of the traditional banner.Multiple Flash panels can be launched by a click, rollover or auto–initiation
[email protected] www.trafficdna.com TrafficDNA © 2014
Interstitials
An interstitial ad displays as a user navigates from one web page to the broweser window after the user leaves the initial page, but before the target page displays on the user’s screen
[email protected] www.trafficdna.com TrafficDNA © 2014
HTML5 video
HTML5 call to action buttons in front of the video content. This means that a user can interact with the ad unit while watching the video
[email protected] www.trafficdna.com TrafficDNA © 2014
Pre–Roll
— Video ad that is played automatically. The mobile video ad can be launched
as Pre–Roll (before start of app)
— A click–through action may be possible but not necessary
[email protected] www.trafficdna.com TrafficDNA © 2014
Facebook Ads Creatives
Facebook mobile news feed ads
Facebook right side ads