Online display and mobile trends

Online Display Landscape & Mobile Trends

Created by:
Mike Dolan

e-storm international

March, 2013

Agenda
• Introduction: A Brief History of Display
• Today’s Display Landscape
• Mobile Trends
• Questions?

2 ® 1998 - 2013 e-storm international

A BRIEF
HISTORY OF
DISPLAY


Where it All Started

October 27, 1994

HotWired, now
Wired.com, launched
the first web banner ad.
This is actually an ad
for AT&T!


Publisher Direct Buys: No Mystery Here

Advertiser/Agency Publisher
$$$

Inventory

• Inventory sold on a flat cost-per-thousand (CPM) impression basis


The Rise of Ad Networks

• As Web sites became more abundant and robust, publishers created more
pages/impressions than they could sell on their own
• Resulted in millions of unsold impressions
• By the late 1990s Ad Networks had stepped in, bought remnant inventory,
then bundled and sold to advertisers at lower CPMs

Display in Decline

• By 2005, advertisers had shifted
a large portion of their digital
budgets to paid search because
it was:
• More Efficient
• Transparent
• Controllable – Bid on the
keywords you choose
• Easier to measure ROI

• Hundreds of ad networks selling
remnant inventory – who to
choose?
• Low visibility/control into where
your ads run
• Optimization was a slow, manual
process
Image Source: http://googinvestor.blogspot.com/2010/06/google-godzilla.html


TODAY’S
LANDSCAPE


Internet Usage Continues to Grow

Source: http://www.kpcb.com/insights/2012-internet-trends-update


A Complicated Ecosystem

10
Source:
® 1998 - 2013 e-storm international http://www.lumapartners.com/lumascapes/display-ad-tech-lumascape/

Ad Exchanges

• Ad Exchanges are technology platforms that facilitate the buying and selling
of inventory
• Sellers make their unsold inventory available on the exchange platform,
provide details about content, audience and desired CPMs
• Buyers can then pick the inventory and audiences they want and bid
• The winner of the bid gets the ad space at a relatively low cost


Additional Definitions
• Demand-Side Platform (DSP): Aggregates inventory from multiple exchanges,
simplifies buying for agencies
• Agency tells DSP their target audience and budget, DSP bids on
impressions in real-time
• Goal: Reach desired audience at the highest ROI
• Examples: DataXu, Turn

• Supply-Side Platform (SSP): Technology platform that enables publishers to
plug into the ad exchanges, optimize selling points, automate ad sales
• Goal: Sell audience to the highest bidder, maximize revenue
• Examples: PubMatic, Admeld

• Data Management Platform (DMP): Buyer-side platform that allows
advertisers to create target audiences based on first-party and third-party data
• Takes an advertiser’s first-party audience data, compares it to third-party
data, then combines them into a single actionable data set
• Goal: Create a well-defined target audience, generate high ROI
• Examples: Quantcast, Bizo, BlueKai


Additional Definitions
• Behavioral Targeting: Uses cookie data collected across multiple Web sites to
predict user preferences or interests and serve relevant ads to them
• Assigned a random, unique ID number and then placed in a category
group, like Men 25-34 who are interested in running
• Served a running shoe ad featuring a male runner

• Re-targeting: Uses cookie data to serve ads to people that have previously
expressed interest in the client’s product, but have not yet converted
• Can be re-targeted across the Internet by using exchanges

• Contextual: Place ads next to relevant content based on keywords on a
particular web page

• Look-Alike: DMPs gather data from an advertiser by placing pixels on the
advertiser’s site. Then, they look for people across the exchanges that have
similar browsing/demo behavior and serve them an ad


Test & Learn!

• Many vendors offer similar targeting options and services
• A solid approach: Test new vendors/tactics along with partners that have
performed well on past campaigns
• Allow vendors to run their campaigns for several weeks, then begin optimizing
within placements
• If a vendor is not meeting performance goals, reallocate to better-performing
vendors or reach out to new ones


MOBILE
TRENDS


A Rapidly Growing Market for Smartphones



Don’t Forget About Tablets!



Mobile Internet Traffic is Booming



Smartphone User Activities

Source: http://onlinepubs.ehclients.com/images/pdf/MMF-OPA_--_Portrait_of_Smartphone_User_--
® 1998 - 2013 e-storm international
19
_Aug12_(Public).pdf

Smartphone User – Content Consumption

Source: http://onlinepubs.ehclients.com/images/pdf/MMF-OPA_--_Portrait_of_Smartphone_User_--_Aug12_(Public).pdf


Mobile Display Advertising – Sample Opportunities

Tablet Adhesion Units
Mobile Video
In-App FB Mobile Newsfeed ads


Cross-Platform Consumption

Source: http://onlinepubs.ehclients.com/images/pdf/MMF-OPA_--_Portrait_of_Smartphone_User_--_Aug12_(Public).pdf


The More Screens, The Better

Source: Thinkwithgoogle.cominsights/library/infographics/multi-screen-world-infographic/


Cross-platform Re-targeting
Drawbridge, a start-up founded by a former Google information scientist,
claims to be able to target users on their mobile devices based on desktop
browsing activity

Have matched 200 million mobile devices back to desktops, attach an
anonymous profile to both

Methodology: looks at cookie data that comes with a request from a mobile or
desktop browser or app to an ad exchange, uses an algorithm to assess the
probability that any two cookies from different devices are associated with the
same person

Once they reach a threshold of certainty that two cookies represent the same
person, they call it a match and can start re-targeting

http://vimeo.com/42367816


Questions?

Thank You!


Online display and mobile trends

Recommended

Recommended

More Related Content

Recently uploaded

Recently uploaded (20)

Featured

Featured (20)

Online display and mobile trends