Real-Time Bidding based Ad Spend Growth is projected to increase year over year. So what is this new digital media phenomenon called RTB. This is a step by step presentation on what is digital real-time bidding, how it works and what are the key differences between this method of media planning & buying vs. others.

1. Real Time Bidding (RTB)
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2. DIRECT RESPONSE VS.
BRANDING
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• Determine ideal campaign type through place in marketing funnel
• Decide if goal is awareness or conversions
• Utilize specific parameters to tailor the campaign to meet the
client’s objectives and optimize return on investment
How do you decide?
Direct Response Branding
Also Known as Targeted Campaign Lifestyle Campaign
Billing Method Impression/Performance Based Impressions Based
Target Parameters Light Heavy
Optimization Heavy Light
Creative Strategy
Standard
Strong call-to-action
Optimized landing page
High impact, emotional
Rich media or Experiential
Direct Site Buy Light if at all Heavy
RTB/DSP Buy Heavy Light
Media Channels Display, Mobile, Video, Social
Media Strategies
Cost Effective Methods
Greatest Profitability
Extremely Measurable
In-depth Reporting
High CPM's
ROI over long period of time
Scarcity on Reporting
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• Direct Response (DR) campaigns are about
building a customer database, making more
sales, quick returns, etc.
• DR campaigns include strong calls-to-action
• 51% of advertisers will increase their DR ad
spending in 2013*
• 1 in 4 advertisers will increase DR spending by
over 20% this year*
• DR advertising is never going to be 'plug and
play' and has always been heavily built on data
• Real-Time Bidding amplifies your potential
efficiency based on quick feedback, opportunity
What is Direct Response ?
*2013 Nielsen Research
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5. WHAT IS RTB?
Real Time Bidding Platform
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Buying ad impressions in bulk
(Guaranteed)
VS.
Individual audience auctioned
off to the highest bidder
(Real-Time Bidding or RTB)
What is the RTB Difference?
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RTB-Based Ad Spend Growth Y/T
Citi Research, IDC 2013
Direct to Publisher Real-Time bidding
Targeting Website Content Specific Audience
Supply Guaranteed Non-Guaranteed
Workflow Manual Programmatic
Ways RTB Differs From Direct Buys

7. Click to edit Master title styleHow does it work?
Bid on the
SPECIFIC
TRAFFIC
you want.
Constant optimization
across parameters,
pre- and mid-flight
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QUALIFY
AUDIENCE
Targeting includes:
• Demographic targeting
• Contextual Targeting
• Retargeting
• Lifestyle (e.g. skier)
• Past purchases
.(offline and online)
• Geographic
• Social Behavior
• Semantic
Similar to SEM Keyword
Bidding, but with RTB
you are purchasing
targeted viewership

8. Click to edit Master title styleHow we get it done?
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• Over 40 data partners
• Wide Span across 100% of
online publishers
• Turn-key solution, no added
complexities
• No costly monthly minimum
requirements
• Run across multiple verticals
(display, social, mobile, video)

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Some of our noteworthy accomplishments:
• Auto - Improved CTR 24.32% and CPA by 12.13%
• Home Furnishing - From 2011 to 2012, ROAS increased 87% and
cost per sale dropped 48%
• Local Retailer - 146% lift in CTR and 58% reduction in CPC
• Pharmaceutical - Over the course of 4 months, click through rate
increased by 61%
What have we done?
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10. INTEGRATED CAMPAIGNS
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• Real-time, impression-level bidding can re-target site drop-off audience
in a more powerful and scalable fashion by more accurately identifying
and targeting desired customer behavior.
• Whether the Client is currently running a digital campaign or looking to
capitalize on site traffic, RTB can reach set goals
• By placing a retargeting pixel on the site, any consumer that visits but
does not complete the goal action will be added to a RTB Trading Desk.
• By following them throughout the web, relevant ads will be strategically
placed to lure them back to the site.
What else can RTB do?
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12. TRAFFIQ CAPABILITIES
Let Us Help You Accomplish your Goals and Objectives
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• Founded as a technology company with a self-
serve digital ad platform, TRAFFIQ evolved into
a full service digital media agency
• Diverse in digital solutions, audience targeting,
multicultural and market developments
• Combining a strategic perspective and tactical
approach to optimize campaigns
• Professional service team with core knowledge
and large agency experience
• Serving clients directly and partnering with
agencies for Fortune 500 – 1,000 clients
• Extensive knowledge of how digital fits into
overall mix and evolving trends
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Who we are?
Client
Leadership
RTB
Trading
Desk
Creative
Thinking

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1. High-tech background
Keen understanding of digital landscape changes
2. Agile, small agency with large agency experience
Staff pulled from includes Razorfish, Omnicom and IPG
3. Success driven
Constant focus on ROI
4. Diverse media planning
Multi-channel & Multicultural expertise
5. Wide range of industry relationships
100% Internet publisher reach, 40+ technology providers & RTB platform
6. Geo-targeted approach
Experience in National advertising with a local focus
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6 Core Strengths

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TRAFFIQ provides end-to-end solutions:
Digital media planning and buying
Search engine management (SEM)
Search engine optimization (SEO)
Social, mobile and video
Local/National interest
Affiliate marketing
Ad operations
Pacing and optimizations
Analytics and reporting
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Reach the right audience:
Behavioral/psychographic targeting
Demographic targeting
Geographic targeting
Retargeting
No audience is ever excluded:
Business-to-Consumer
Business-to-Business
TRAFFIQ Offerings
Industry Experience
Pharmaceutical
Retail
Auto
Home Furnishings
Finance
Travel
Healthcare
Entertainment
And More

16. THANK YOU
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Michael Ackerman
Director, Business Development
C. 646-254-6565
E. mackerman@traffiq.com
www.TRAFFIQ.com