The Invite Media Playbook: A User's Guide to Display Advertising

The
Invite Media
Playbook
A User’s Guide
300 x 250

Audience Buying
Real-Time Bidding
Ad Networks
Ad Exchanges
Demand-Side Platforms
Agency Trading Desks
Key Takeaways
The Consumer’s Journey
Real-Time Bidding Strategies
Generating Insights
Key Takeaways
The Display Ad Ecosystem
Advancing Your Strategies with
Invite Media
Components for Success
Getting Started
Consolidating Your Buy
Optimization
Brand Safety
Recency
DSP Evaluation
Key Takeaways
PART1PART2PART3
1.1
1.5
1.9
1.11
3.1
3.3
3.5
3.10
2.1
2.5
1.14
1.18
1.20
3.11
3.12
3.18
2.8
2.22

Introduction
Fueled by an explosion of new technology, the universe of display advertising continues
to expand and evolve, continually improving how marketers approach their creative as
well as the ways that ads themselves are bought and sold.
At the most basic level, these innovations are creating:
Better ways of buying:
Smarter engagement:
More places to connect:
In this playbook, we will explore:
The Invite Media Team

The Display Ad
Ecosystem
Eric Schmidt
Display
advertising
can be a $200
billion industry
in less than
10 years.
“
”

Whether building a brand or selling a product, all
marketers have one thing in common: They have
the right time.
Context Audience BuyingAudience
Invite Media by Google Audience Buying
As audience data
on data about their
their exact customer
segments and reach
them as consumersor page acting as an
How It Came to Be
1.1
Audience Buying

.
or customer database
First-Party Data
Search Retargeting
registration sources
Third-Party Data
Intent
Social
Other
Interests
Demographics
Key types of audience data used in targeting display ads
There has been an explosion in the types of data available to
advertisers who want to do audience buying.
Invite Media by Google Audience Buying 1.2

The mechanics of third-party data
How Audience Buying Works
1.3Invite Media by Google Audience Buying
Data Collection
Pixel
Data Stored in
Cookies
& Aggregated
Data
Segmented
Data Made
Accessible
Data Used
in Targeting
Data Sources Data Aggregators Into the Hands of Buyers
Publishers Users DSPs AgenciesNetworks

Key Considerations
Food for Thought
*
!
85%
Key Takeaways
* Source: Google Internal data based on all DoubleClick Ad Exchange campaigns from April to May 2011.
Invite Media by Google Audience Buying 1.4

Real-time bidding (RTB) is a new technology that
allows buyers to evaluate, bid on and purchase ad
inventory on an impression-by-impression basis.
Real-Time Bidding
1.5
Exchanges Data RTB
process and manage this
Invite Media by Google Real-Time Bidding
How It Came to Be

User Visits
Web Page
Auction
Impression
Opportunity
Evaluated
&
Bid Decision
Made
Winning Ad
Served
Impression
Announced
100milliseconds
programming
connects to an
and pushes out a
impression that is
the “pipe” announces
an impression and the
An RTB API A real-time bidder
How Real-Time Bidding Works
The two components of RTB: The pipe and the brain
From page-load to ad served in 100 milliseconds
1.6Invite Media by Google Real-Time Bidding

RTB Buy Flat CPM Buy
Flat CPM Buy
overpays for impressions
Flat CPM Buy is unable to
access valuable impressions
BID
TIME
* Source: Google Internal data based on all DoubleClick Ad Exchange campaigns from April to May 2011.
Who connects to RTB technology?
RTB in action
Food for Thought
!

Key Considerations
to make more
* Source: Digiday and Google, Real-Time Display Advertising State of the Industry, February 2011; Forrester Research, 2010
83% 48%
Key Takeaways

An ad network is a group of publishers (often
hundreds of thousands of them) that have
relationships with a media company.
Ad Networks
1.9
Lack of Access Ad NetworksInventory Surplus
Invite Media by Google Ad Networks
How It Came to Be

Key Considerations
Ad networks continue to evolve.
Traditional Adaptive
Key Takeaways
1.10Invite Media by Google Ad Networks

Ad Exchanges
An ad exchange is an open marketplace that enables
buyers and sellers to transact for ad inventory in
real time.
1.11
Finding Supply Ad ExchangesOverwhelmed
Publishers
exchanges emerged as
Invite Media by Google The Display Ad Ecosystem Ad Exchanges
How It Came to Be

Decision-making and allocation
Broadcasting
Auction
Agency
Trading Desks
Advertisers/
Agencies
People
Networks
People +
Platform
People +
Platform
DSPs
Platform
Who buys on exchanges?
How Ad Exchanges Work
1.12Invite Media by Google The Display Ad Ecosystem Ad Exchanges

1.13
Key Considerations
Key Takeaways
Invite Media by Google The Display Ad Ecosystem Ad Exchanges

Demand-Side
Platforms
A demand-side platform (DSP) is a technology
platform that allows buyers to use dynamic bidding
and optimization to scale media buying across many
ad marketplaces, such as ad exchanges.
Lack of
Transparency
DSPsFragmentation
ad exchanges caused
How It Came to Be
Invite Media by Google Demand-Side Platforms 1.14

Integration
DSP service teams
Real-time bidder
Ad networks
User interface
Agency trading desks and advertisers
A DSP has three layers of technology.
How It Works
Who uses a DSP?

Control
Improved performance
Data access
Key Considerations
Key Takeaways

Scale matters.
Context is crucial.
and
or
Transparency is essential.
Key questions to ask DSPs:
Important Themes When Considering a DSP

Vet and contract with
exchange buying partners
Operate and maximize
DSP technology
Evolve platform
development and strategy
An agency trading desk is a dedicated service within
an agency, that operates demand-side platforms on
behalf of the agency’s clients.
How It Works
Invite Media by Google Agency Trading Desks 1.18

Invite Media by Google Agency Trading Desks 1.19
Key Considerations
Key Takeaways
Greater customer alignment
Integrated insights
Transparency
Greater buying and negotiating power

Audience Buying
Real-Time Bidding
Ad Networks
Ad Exchanges
Demand-Side Platforms
Key Takeaways
The Display Ad Ecosystem:
Invite Media by Google Key Takeaways 1.20

Advancing Your
Strategies with
Invite Media
2011 was a
phenomenal year
for Invite and our
customers as we
of being part of the
Google machinery.
The team, product
and road map point
to a very bright future.
It’s full steam ahead
on all fronts in 2012!
Bruce Falck
“
”

The Consumer Journey
We are learning more and more about the consumer
decision journey.
Consumer
considers initial
set of brands
according to
brand
perceptions and
exposure to
recent touch
points
Consumer adds or
subtracts brands as they
determine what they want
Consumer selects
a brand
Following the purchase,
consumer builds
expectations based on
their experience, which
next decision journey
Active
evaluation
Trigger1
2
4
3 Moment of
purchase
Postpurchase
experience
Loyalty loop
Repeat
purchase
Awareness
Advocacy
Intent leading
to purchase
Initial
consideration
set
Invite Media by Google The Consumer Journey 2.1
Source: McKinsey Quarterly, 2009

In three key steps, Invite Media can help you align
marketing tactics with the consumer’s decision journey.
STEP 1
STEP 2
STEP 3
Get in the initial
consideration set
Win in the
consideration set
Take part in the post-
purchase experience
Spark brand breakthrough
Retain customers

ad exchange
targeting
Upcoming Release Highlight:
Geographic
targeting
STEP 1
2.3
Get in the initial consideration set
Key tactics Details
Invite Media by Google The Consumer Journey

Remarketing to existing
customers
Key tactics
Key tactics
Details
Details
Remarketing to
Win in the consideration set
Take part in the postpurchase experience
STEP 2
STEP 3

Invite Media by Google Real-Time Bidding Strategies 2.5
Real-Time Bidding
Strategies
Invite Media’s Bid Manager Algorithm is a real-time
learning and prediction system that analyzes every
impression prior to bidding.
x = Expected
value
Value
of event
Likelihood
of success

represented variables.
RTB in Action
300x250
Age: 35
Income: $60K/yr
Recent history: weather.com
Location: Miami
Prediction: 5% likelihood of clicking
Expected value: $.15
Goal: $3 CPC
Age: 35
Income: $60K/yr
Recent history: weather.com
Location: Chicago
Prediction: 80% likelihood of clicking
Expected value: $2.40
Impression 1
Impression 2

Buyers can apply one of two principal bidding strategies
depending on their goals.
Variable CPM:
CPM:

Generating Insights
Understanding what is and isn’t working is a
foundational step for buyers in getting the most out
of their campaigns.
Key metrics you can evaluate against in most reports include (but are
not limited to):
Best Practices
Establish both high- and low-performing parameters.
!
Invite Media by Google Generating Insights 2.8

Quickstats: Your “Home Base”
vs

Note: Figures are for illustrative purposes only and are not representative of actual inventory availability
DATE
Example of inventory availability report
Targeting Parameters:
9/38/27
7.0
8.0
9/10 9/17 9/24
7.4
7.5
Segment:
Day of Week:
Inventory:
Inventory Availability Report
IMPRESSIONS
Insights into Inventory

Illustrative example: group by site
15-Day or 100-Day 2.0 Reports
Capitalize on high performance
Address low performance
Gain deeper insights and identify trends
What can you do with this data?
Note: For illustrative purposes only

15-Day or 100-Day 2.0 Reports:
Campaign and IO daily frequency reports reset for a user daily
The campaign lifetime frequency report never resets for a user
Best Practices for Frequency Settings:
Identify optimal frequency.
Think pacing, not just frequency.
!
Insights into Frequency

0.10%
0.12%
0.08%
0.06%
0.04%
0.02%
0.00%
1 2 3 to 4 5 to 8 9 to 16 17+
Invite Media by Google Generating Insights
25%
20%
15%
10%
5%
0%
1 2 3 to 4 5 to 8 9 to 16 17+
2.13
Illustrative example: User-frequency distribution
FREQUENCY
FREQUENCY
%OFTOTAlIMPRESSIONS
CTR
Note: Figures are for illustrative purposes only

Explore deeper insights
3500
$5.00
$12.00
100
3500
$5.00
$12.00
100
Illustrative example: Group by region
Insights into Regions and DMAs

Understand performance by daypart
8a-8:59a 9a-9:59a 10-10:59a 11a-11:59a
Illustrative example: Group by hour of day
Note: Figures are for
illustrative purposes only
HOUR OF DAY
ClICKS
Insights into Dayparting

Creative Report
Capture new opportunities
Illustrative example: Performance by creative size
1%
.075%
.025%
.05%
0%
160 x 600300 x 600
CPC:
$3.50
Exchange A
Exchange B
Exchange C
5,000
0
100
Clicks CTR
0.10%
0
0.03%
CPC:
$3.65
CPC:
$5.25 CPC:
$5.00
300 x 250 728 x 90
Insights into Creative

Audience Report
Best Practices for Ad Creative:
Use a variety of ad sizes to maximize reach.
!
Insights into Audience
Did You Know?
!

Using reporting for new audience insights:
Determine overlap between pixeled users and third-party
audience segments
Dissect how third-party segments perform
Illustrative example: Performance by audience segment

Data Provider A: Females 18–34
Data Provider B: In-Market luxury Fashion
Data Provider A: Males 18–34
Impressions Booking Rate
256,000 15%
24,000 11%
248,000 6%
Size of Segment
560,000
246,000
526,000
segment
Illustrative example: Audience and performance overlap
Best Practices:
Size matters.
Consider cost of data.
!

Look-alike Report:
How does the report identify overlap users?
Match Ratio:
No
Match Ratio:
Illustrative example: Look-alike reporting
Look-alike Modeling

Segment Uniques Reporting:
Remarketing Pixel Segment: Browse Product Main Page
35K
30K
25K
20K
Aug 28, 2011 Sept 04, 2011 Sept 11, 2011
15K
10K
Illustrative example: Remarketing segment—uniques
Segment Uniques
Understand existing segment size
Gauge potential of prospecting
Gauge potential of third-party segments

Key Takeaways
Advancing Your Strategies with Invite Media:
The Consumer Journey
Real-Time Bidding Strategies
Generating Insights

Components
for Success
Invite Media:
A single access point
for transparent
media buying across
all major sources
of real-time bidded
inventory.
“
”

Continues >
Getting Started
dedicated professional-services team walking you
through a four-phase process.
PHASE 1: DISCOVERY
Invite Media by Google Getting Started 3.1
Customer Discovery

PHASE 2: ACTIVATION
PHASE 3: OPTIMIZATION
PHASE 4: REVIEW
Activate campaign
Setup
Review
Invite Media by Google Getting Started 3.2

Consolidating Your Buy
Invite Media by Google Consolidating Your Buy 3.3
Today we see many marketers using multiple
networks and platforms to buy non-guaranteed
ad inventory.
Before Today
Network A
Network B
Network C
The migration of ad networks

Multiple vendors increases your cost
Using your remarketing data properly
$$
Customer Data
Invite Media by Google Consolidating Your Buy 3.4

3.5
Launch day (L)
L to L+3 days
14 days from end
Final day (F)
account managers applying both automatic and
manual optimization strategies to maximize
campaign performance.
Optimization
Invite Media by Google Optimization
Timing Campaign Life Cycle Marker

Ideally, campaign monitoring should occur daily. Once your campaign
has ramped properly past the launch phase, some important weekly
tasks to keep in mind are:
MONDAY
FRIDAY
MIDWEEK
3.6Invite Media by Google Optimization

Invite Media by Google Optimization 3.7
Bid optimization
Frequency optimization
Site list optimization
Geo optimization
Creative optimization
Audience optimization
Daypart optimization
Recency optimization
General thinking about routine optimizations
When using reporting to inform these manual optimizations:

Address performance before pacing.
BudgetsunderpaceBudgetsonpaceBudgetsoverpace
Common tips for guiding campaign optimization
Optimize to
capitalize on
momentum
Account management
Not achieving goal
3.8Invite Media by Google Optimization

Address pacing.
Explore opportunities to add new
budget to campaigns, and look to
make predictable optimizations
that can enhance performance.
Address pacing.
Invite Media by Google Optimization 3.9
Achieving goal Exceeding goal
BudgetsunderpaceBudgetsonpaceBudgetsoverpace

Quality of Exchange Inventory
Brand Safety
Did You Know?
!
Invite Media by Google Brand Safety 3.10

Invite Media by Google Recency 3.11
Recency
Users who most recently visited an advertiser’s site convert more
often and at a lower CPA than those who visited less recently.
$$$$ $$$$$$
Visited
30 days ago
Visited
14 days ago
Visited
yesterday
Visited
7 days ago

RECENCYDSP Evaluation
Tips for platform customers:
With the proliferation of DSPs in the marketplace,
an increasing number of trading desks, agencies and
advertisers are beginning to consider them for use in
buying display media.
Invite Media by Google DSP Evaluation 3.12

Targeting
access
partnerships
Stability
Performance
Inventory
access
exchanges
Usability
What are some important criteria to consider when
choosing a DSP?

Reporting:
insights
Service:
and support
Long-term
viability:
Transparency:

Normalize basic campaign details.
Test in isolation.
Ensure that actions and results are repeatable.
The method for successful assessment will vary depending on
the criteria you are evaluating.
DSP Evaluation Hints
Tips for evaluating DSPs:
!

Examples of commonly conducted tests and related setups:
Compare full-scale capabilities with regard to performance on a
cost-per-action metric.
Setup:
TEST 1:
Comment:

Understand which platform’s algorithm provides the best
performance on a cost-per-click basis.
Setup:
Remember, your Invite Media account team is a great
resource for ideating around platform evaluation, tests
and discussing best practices.
TEST 2:
Comment:

Key Takeaways
Consolidated Buying
Campaign Optimization
Brand Safety
Recency
DSP Evaluation
Components for Success:
Invite Media by Google Key Takeaways 3.18

The Invite Media Playbook: A User's Guide to Display Advertising

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (19)

Andere mochten auch

Andere mochten auch (9)

Ähnlich wie The Invite Media Playbook: A User's Guide to Display Advertising

Ähnlich wie The Invite Media Playbook: A User's Guide to Display Advertising (20)

Mehr von AdCMO

Mehr von AdCMO (20)

The Invite Media Playbook: A User's Guide to Display Advertising