DataXu & PointRoll - AdMythbusters Webinar
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Digital marketing is evolving at lightning speed, resulting in a plethora of questions, myths, and preconceived notions across the ecosystem. One of the biggest questions: Can brands reach their audiences at scale with engaging rich media ads on exchange-traded inventory? Adrian Tompsett of DataXu and Adam Carroll of PointRoll teamed up to answer the big questions and extinguish common myths once and for all. The myths busted include: Myth: Expandables can’t run on exchange-traded media Myth: Exchange-traded media works best for direct-response advertisers – not for brand advertisers Myth: Campaign performance is best measured through CPA and CTR Myth: One size creative fits all FACT: Expandables have outperformed their static counterparts by an average of 40-50%, and in some cases as much as 120-180%
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DataXu & PointRoll - AdMythbusters Webinar
- 1. BUSTED: Top Myths about Rich Media and Exchange-Traded Media Presented by: Adrian Tompsett, Director of Business Development, @DataXu Adam Carroll, Director of Business Development, @PointRoll #AdMythbusters 1
- 2. Key Terms: Demand Side Platform: Software platforms used to access bidded and guaranteed digital media inventory sources (display, mobile, video & social), and connect with 3rd party audience data partners to enable optimization, bidding, and campaign reporting, in real-time Real-Time Bidding (RTB): Dynamic bidding at the impression level Exchange-Traded Media: Inventory available on a non-guaranteed basis via RTB Rich Media: Interactive banner ads that enables viewers to have a full experience with a brand, without leaving the page #AdMythbusters 2
- 3. #1 You can’t run expandable ads on exchange-traded media #AdMythbusters 3
- 4. There are more than 31 BILLION rich media ready impressions available each month #AdMythbusters 4
- 5. #AdMythbusters 5
- 6. #AdMythbusters 6
- 7. #AdMythbusters 7
- 8. #2 DSPs are limited to remnant exchange traded media inventory #AdMythbusters 8
- 9. DSPs can run guaranteed and non-guaranteed inventory #AdMythbusters 9
- 10. #3 DSPs are just for direct response campaigns. Campaign performance is best measured with CPA & CTR #AdMythbusters 10
- 11. Brands and performance advertisers can use DSPs to drive objectives and KPIs like: brand engagement, video views, coupon downloads, and “Shares” and “Likes.” #AdMythbusters 11
- 12. #4 Serving your “one, best creative” will drive results! #AdMythbusters 12
- 13. There is a “best creative” – the one uniquely optimized for each consumer. #AdMythbusters 13
- 14. #AdMythbusters 14
- 15. Case Study: Dynamic Ad Generation Ford targeted dealer information to specific geographic regions, delivering a customized, relevant message by location, which lifted interaction rate performance by 104%. Interaction Rate Ford Benchmark Ford Dynamic #AdMythbusters 15
- 16. Myths: Busted You can’t run expandables on exchange-traded media DSPs are limited to remnant exchange-traded media inventory DSPs are just for direct response campaigns, and campaign performance is best measured through CPA and CTR Serving your “one, best creative” will drive results! 16
- 17. Thank you! Questions? For More Information Contact: RichMedia@DataXu.com 17
Editor's Notes
- Adrian:More than 31 billion impressions at an average $2 CPM means you could run over $620B on the exchanges per month.What this means it that there is more than enough to run your largest rich media campaigns across a huge swath of incredibly efficient media with an estimated reach of more than 95% of the Internet population.Running with your favorite DSP, like DataXu, also allows you to best leverage your own data, as well as leading third party data segments, to reach your target audience.Google/AdEx 9BNRMX 12BN**AdMeld 3BN*Pubmatic 3.4 BNRubicon 3.6BN*Adam: PointRoll has partnered with leading exchanges and supply side platforms to bring expandable, rich media ad formats to the RTB space (ContextWeb; AdMeld; Rubicon; Pubmatic; AdX).Advertisers can now complement the most effective targeting and buying methodologies with the most engaging and effective creative formats – multiplying the value from their media spend.JC Penny ads are great examples of the type of ad formats available using PointRoll and DataXu
- Adrian:Next generation DSPs like DataXu’s system make it possible to identify the value of an impression to an advertiser no matter where the impression comes from. Impression-level decisioning and analytics on premium exchange and non-exchange traded media deliver global efficiency and value. Private Inventory is simply more fuel for the fire. ILD ensures that opportunities are never missed and dollars are never wasted. For example, a major North American automaker wanted to test whether using DataXu’s impression-level decisioning on Private Inventory could drive better performance than stand-alone premium buys. We work with three publishers that showed strong historical performance. Compared to standard run of exchange inventory, the powerful combination of DataXu and Private Inventory:Improved lead gen and brand engagement performance by 60%“We don’t love exchange inventory, we love API’s and programmatic buying. With DX, advertisers can do impression level optimization and analytics on exchange and non-exchange traded media to deliver global efficiency across their entire buy.” – DataXu
- AdamWith the improved quality of exchange inventory, and the ability to now run rich media, advertisers are able to look past the click measuring a whole range of metrics and ultimately driving brand value from each impression.To achieve brand success in this space, advertisers need to think about (a) measuring more than just the click such as ‘time with brand’, ‘video views’ etc, (b) working with DSPs to optimize to these metrics in real time, (c) incorporating rich media ad formats that enable great interactivity Adrian:In fact, the exchanges are the ONLY place you are guaranteed to find your audience at the kind of scale previously only available through the largest portals or publishers. Moreover, the ability to do decisioning against all the impressions that are available allows for optimization against your most important KPI’s – whether they are awareness or favorability or more traditional performance measures such as CTR or CPA.Another advantage: you can choose the impressions you want for the result you need. Apples and the supermarket example – some are better for pies (Granny Smith), and others are better for eating (Gala). ANational retailer saw a 34% brand lift through DataXu vs. portal or publisher direct buys.In another example,a major North American auto maker needed to build consumer awareness for the new engine available for its flagship truck. The company turned to DX Brand to drive brand lift across a broad swath of digital consumers. The result:DX Brand achieved a 9.4% lift in brand favorability and 5.8% lift in awareness across 28.8 million consumers, showing an average of just 3.1 ads per unique consumerUsing premium content (select blend of exchange-traded media and comScore 250 sites)Apply learningsfrom each ad served to every subsequent buying opportunity, in run time, so the campaign gets smarter the longer the campaign runs. These analytical insights included creative performance and geo-targeting and creative performance.Optimize campaigns in real-time to automatically reallocate budget to invest more in what’s working, with broad reach across the Internet, to drive maximum consumer sentiment shift for the truck icon and its latest modelYou want reach and CTR – sure. You want to drive upper funnel awareness – done. Rich media, along with a sophisticated impression level decisioning technology enables you to optimize your clients campaigns to those metrics that matter most for them, in a holistic manner than combines context, consumer and creative.We have the capability to optimize on KPIs that are important to individual advertisersFor example, a leading software company wanted to test a theory. Could an online promotion for its flagship product also boost sales across it entire line of products? Could a DSP find not just more, but more profitable customers? How could DataXu leverage cost-effective display advertising to discover, reach, and convert more, high-value customers to drive sales across the company’s product offerings? DataXu launched the first-ever campaign optimized for shopping cart value and revenue, using the company’s sales data. The result:Value-based optimization produced a 60% increase in online sales, with36% reduction in media costs, and4x increase in ROAS
- Adam:Right audience, right time, right message. Audience based, dynamic creative optimization can get you here. By analyzing each impression in real time and optimizing creative based on multiple audience attributes advertisers can serve the most precise, relevant message or creative and in doing so drastically increase performance.In one instance, delivering a customized message based on audience attributes drove a 104% increase in interactionAdrian:Advertisers have been on a quest for the holy grail of digital advertising: delivering the right ad to the right consumer at the right time. This quest has yielded great insights about how to improve each of these ad dimensions. But which factor is the most important driver of a campaign’s success?With real time, programmatic bidding and exchange-traded media, advertisers can get closer to the answer than ever before. Impression level data essentially maps the path to the grail. With 100s of millions of impressions served daily, we recently evaluated whether consumer, context, or creative attributes of ad impressions were most predictive of conversions. The result? Each category was well represented, but creative attributes were the winner — correlating most highly with conversions for 48% of the campaigns studied.Our analysis included nineteen large-scale, display campaigns that ran for four weeks or more, across the exchanges. In each campaign, we evaluated multiple impression attributes in the categories of consumer (who saw the ad), context (where the ad appeared), and creative (what the ad looked like) to see which attributes appeared most consistently across ad impressions that preceded conversions.The data showed that a single campaign performance driver cannot be predicted with confidence in advance. It suggested that a more effective ‘media plan’ is one that instead responds to the nuanced, unique data each campaign generates. And the implication is that brands need systems that can glean the data and automatically adapt, rather than relying on a rigid, one-size-fits-all approach.So what does this mean? Your best performing creative on Tuesday in the Northeast for a female aged 25-54, may be your worst performing creative on Wednesday on the West Coast for a female 25-54. RTB and dynamic creative targeting capabilities allow you to solve this complicated issue.