LIVErtising 2015 7 Display
•Télécharger en tant que PPTX, PDF•
0 j'aime•594 vues
Students notes for my Admajor Master course in digital interactive communication at IHECS, Brussels
Recommandé
Recommandé
Contenu connexe
Similaire à LIVErtising 2015 7 Display
Similaire à LIVErtising 2015 7 Display (20)
Plus de Jean Pierre Ranschaert
Plus de Jean Pierre Ranschaert (18)
Dernier
Dernier (20)
LIVErtising 2015 7 Display
- 4. CTR
- 10. The adserve
- 11. User visits webpage Impression counted & visit recorded ANALYTICS tag
- 12. User visits webpage Impression counted & visit recorded Criteria are checked A D S E R V E R Ad is selected Ad is “served” Ad impression is recorded Page (re)loads with the ad tag
- 13. User visits webpage Impression counted & visit recorded Criteria are checked A D S E R V E R Ad is selected Ad is “served” Ad impression is recorded Page (re)loads with the ad
- 28. http://www.example-site.com http://www.example-site.com/sports http://www.example-site.com/sports/basketball http://www.example-site.com/sports/football List name: ”Category Sports" List definition: "URL contains sports” http://www.example-site.com/?category_id=23&product_id=456 List name: “Category electronics” List definition: URL contains category_id=23
- 37. TARGETING: • CONTEXTUAL • BEHAVIOURAL • RETARGETING • DAYTIME TARGETING • GEOLOCATION
- 40. The term Programmatic media (a.k.a. programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement and optimisation of media inventory, in turn replacing human-based methods.
- 41. The term Programmatic media (a.k.a. programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement and optimisation of media inventory, in turn replacing human-based methods.
- 42. The term Programmatic media (a.k.a. programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement and optimisation of media inventory, in turn replacing human-based methods.
- 47. 40% 56%
- 51. Why?
- 60. LIVErtising.NET IHECS 2014-201560 17 to 30% 50% 99%
Notes de l'éditeur
- file:///Users/jeanpierreranschaert/Dropbox/Whitepapers/MarketingCharts-Top-20-Charts-of-2014.pdf
- How online behavioral targeting works - IAB UK http://www.iabuk.net/video/how-online-behavioural-advertising-works
- How online behavioral targeting works - IAB UK http://www.iabuk.net/video/how-online-behavioural-advertising-works
- Create a remarketing list To run a remarketing campaign, you'll need a collection of cookies from people who visited your site, also called a remarketing list. Your remarketing list can include people who visited a certain page on your site, and you can also create more advanced lists using templates and rules. Go to the "Shared library" in AdWords to create remarketing lists. Once your list is created, you can apply the list to your remarketing campaigns. About creating a list If you want to run a remarketing campaign to show ads to people who have previously visited your site, you'll need a remarketing list. A remarketing list is a collection of cookies from people who visited your site. Creating the list is one of the most important steps in setting up a remarketing campaign because you'd use this list to target your ads. You can start creating lists at anytime, but they'll only start getting visitors after you've placed the remarketing tag (a small snippet of code) on your site. Create as many remarketing lists as you'd like. Once you've created lists, create new campaigns and add your lists to your ad groups. To use remarketing on the Display Network, select "Display Network only - Remarketing" as your campaign type. The default settings in this campaign type can help you achieve better performance. To use remarketing lists for search ads, select "Search Network only - All features" as your campaign type. Remarketing lists are not available for "Search Network only - Standard" or "Search & Display Networks - Standard" campaigns. How to create a remarketing list Tip Before you create your list, read about remarketing strategies and best practices to learn what kind of list best suits your goals. Step-by-step instructions Click the Shared library link in the navigation bar, below your list of campaigns. "Shared library" link Click the View link in the "Audiences" section. Click the + Remarketing list button. Enter a descriptive remarketing list name. Choose who you want to add to your list. There are several ways to define who to add to your remarketing list. The simplest of them, explained in this section, selects people who have visited a specific page of your website to be added to your list. Here's how to create this type of list: In the "Who to add to your list" section, make sure the "Visitors of a page" template is selected. In the text box, type the URL of the page or section you want to create the list for. Either finish typing the value and press Enter or select one of the suggested options to define your list. Keep in mind: When you enter a value, for example a URL, into the text box to define your rule, and then select "URL contains" in the drop-down menu, you indicate that the URL of the section you're creating the list for contains the part of the URL that you entered, but doesn't have to be equal to what you typed. Example If your entire site has a remarketing tag, and you enter "electronics" when you create your list, people who visited any of your webpages with "electronics" in the URL will be added to the list. This will happen regardless of where in the URL the term appears; for example, visitors to http://electronics.example.com/ and to http://www.example.com/electronics.html would be added to the list. Create a remarketing list Enter the membership duration for your list (the default is 30 days). This indicates for how long you want the visitor's cookie to stay on your list. We recommend choosing a duration related to the length of time you expect your ad to be relevant for the visitor. For more details, read the "More about membership duration" section below. If you already have a remarketing tag on your site, leave the "Include past visitors that match these rules" checkbox selected to include recent site visitors who match these rules in your list. Which visitors are eligible also depends on the membership duration you choose and is capped at 30 days. This works for the Display Network only (and doesn't apply to remarketing lists for search ads). Click Save. If you haven't already pasted the remarketing tag on your site, you'll need to copy the tag and paste it on your site. As people visit your site, their cookie IDs will get added to your remarketing list. If you have older remarketing tags on your site, you can still use them, but we recommend implementing the new tag. You can define more specific lists by using rules and different list templates. See the "Creating advanced lists" section below. Keep in mind At first, your list might not have any cookie IDs associated with it. Once you've added the remarketing tag to your site or mobile app, as visitors come to your site or app, they'll start getting added to your list. For the Display Network, your ads will show to your list when there are at least 100 cookie IDs within the last 30 days. For Google search, your ads will show to your list when there are at least 1000 cookie IDs. More about membership duration How to work with URLs Creating advanced lists AdWords provides powerful tools so that you can categorize your site visitors. This enables you to show more tailored ads and to optimize bids for your lists, which can lead to better performance. The best way to create more specific remarketing lists is through templates. Step-by-step instructions Using rules If you'd like to create remarketing lists besides the "All visitors" list that AdWords creates for you when you set up your first remarketing campaign, you can build rules based on the web addresses or URLs of your website. URLs usually include words that describe the content of each page. Below are a few examples of how you can create lists based on the your website's URLs. Imagine that you have a site with this URL structure: http://www.example-site.com http://www.example-site.com/sports http://www.example-site.com/sports/basketball http://www.example-site.com/sports/football You could create a list called "Category Sports," and the list definition could be "URL contains sports" Here are other examples: List definition Matches URL contains sports www.example-site.com/sports www.example-site.com/sports/basketball www.example-site.com/sports/football URL contains basketball www.example-site.com/sports/basketball URL contains www.example-site.com www.example-site.com www.example-site.com/sports www.example-site.com/sports/basketball www.example-site.com/sports/football
- Create a remarketing list To run a remarketing campaign, you'll need a collection of cookies from people who visited your site, also called a remarketing list. Your remarketing list can include people who visited a certain page on your site, and you can also create more advanced lists using templates and rules. Go to the "Shared library" in AdWords to create remarketing lists. Once your list is created, you can apply the list to your remarketing campaigns. About creating a list If you want to run a remarketing campaign to show ads to people who have previously visited your site, you'll need a remarketing list. A remarketing list is a collection of cookies from people who visited your site. Creating the list is one of the most important steps in setting up a remarketing campaign because you'd use this list to target your ads. You can start creating lists at anytime, but they'll only start getting visitors after you've placed the remarketing tag (a small snippet of code) on your site. Create as many remarketing lists as you'd like. Once you've created lists, create new campaigns and add your lists to your ad groups. To use remarketing on the Display Network, select "Display Network only - Remarketing" as your campaign type. The default settings in this campaign type can help you achieve better performance. To use remarketing lists for search ads, select "Search Network only - All features" as your campaign type. Remarketing lists are not available for "Search Network only - Standard" or "Search & Display Networks - Standard" campaigns. How to create a remarketing list Tip Before you create your list, read about remarketing strategies and best practices to learn what kind of list best suits your goals. Step-by-step instructions Click the Shared library link in the navigation bar, below your list of campaigns. "Shared library" link Click the View link in the "Audiences" section. Click the + Remarketing list button. Enter a descriptive remarketing list name. Choose who you want to add to your list. There are several ways to define who to add to your remarketing list. The simplest of them, explained in this section, selects people who have visited a specific page of your website to be added to your list. Here's how to create this type of list: In the "Who to add to your list" section, make sure the "Visitors of a page" template is selected. In the text box, type the URL of the page or section you want to create the list for. Either finish typing the value and press Enter or select one of the suggested options to define your list. Keep in mind: When you enter a value, for example a URL, into the text box to define your rule, and then select "URL contains" in the drop-down menu, you indicate that the URL of the section you're creating the list for contains the part of the URL that you entered, but doesn't have to be equal to what you typed. Example If your entire site has a remarketing tag, and you enter "electronics" when you create your list, people who visited any of your webpages with "electronics" in the URL will be added to the list. This will happen regardless of where in the URL the term appears; for example, visitors to http://electronics.example.com/ and to http://www.example.com/electronics.html would be added to the list. Create a remarketing list Enter the membership duration for your list (the default is 30 days). This indicates for how long you want the visitor's cookie to stay on your list. We recommend choosing a duration related to the length of time you expect your ad to be relevant for the visitor. For more details, read the "More about membership duration" section below. If you already have a remarketing tag on your site, leave the "Include past visitors that match these rules" checkbox selected to include recent site visitors who match these rules in your list. Which visitors are eligible also depends on the membership duration you choose and is capped at 30 days. This works for the Display Network only (and doesn't apply to remarketing lists for search ads). Click Save. If you haven't already pasted the remarketing tag on your site, you'll need to copy the tag and paste it on your site. As people visit your site, their cookie IDs will get added to your remarketing list. If you have older remarketing tags on your site, you can still use them, but we recommend implementing the new tag. You can define more specific lists by using rules and different list templates. See the "Creating advanced lists" section below. Keep in mind At first, your list might not have any cookie IDs associated with it. Once you've added the remarketing tag to your site or mobile app, as visitors come to your site or app, they'll start getting added to your list. For the Display Network, your ads will show to your list when there are at least 100 cookie IDs within the last 30 days. For Google search, your ads will show to your list when there are at least 1000 cookie IDs. More about membership duration How to work with URLs Creating advanced lists AdWords provides powerful tools so that you can categorize your site visitors. This enables you to show more tailored ads and to optimize bids for your lists, which can lead to better performance. The best way to create more specific remarketing lists is through templates. Step-by-step instructions Using rules If you'd like to create remarketing lists besides the "All visitors" list that AdWords creates for you when you set up your first remarketing campaign, you can build rules based on the web addresses or URLs of your website. URLs usually include words that describe the content of each page. Below are a few examples of how you can create lists based on the your website's URLs. Imagine that you have a site with this URL structure: http://www.example-site.com http://www.example-site.com/sports http://www.example-site.com/sports/basketball http://www.example-site.com/sports/football You could create a list called "Category Sports," and the list definition could be "URL contains sports" Here are other examples: List definition Matches URL contains sports www.example-site.com/sports www.example-site.com/sports/basketball www.example-site.com/sports/football URL contains basketball www.example-site.com/sports/basketball URL contains www.example-site.com www.example-site.com www.example-site.com/sports www.example-site.com/sports/basketball www.example-site.com/sports/football
- Comment utiliser le remarketing avec Google Adwords ? Le remarketing (ou reciblage publicitaire) est une technique à utiliser lorsque vous voulez ramener vos clients sur votre site et les inciter à l’achat, alors même qu’ils ont quitté votre site. Vous créez des annonces publicitaires personnalisées, en fonction des rubriques de votre site déjà consultées. Par la suite, ils peuvent voir ces annonces ciblées sur d’autres sites faisant partie du Réseau Display de Google (qui est formé des sites ayant contracté un partenariat avec AdSense), ou quand ils utilisent des termes de recherche en rapport avec vos produits sur Google. Concrètement, c’est le remarketing qui vous propose un voyage aux Seychelles à -20% peu de temps après que vous ayez quitté le site de l’agence de voyage sans acheter parce que le prix initial ne correspondait pas à votre budget. remarketing-google-display Comment utiliser le remarketing avec votre site ? Commencez par ajouter la balise de remarketing sur votre site. C’est un petit extrait de code fourni par AdWords que vous devez afficher sur toutes les pages de votre site. Si votre site comporte un pied de page commun à toutes les pages (comme beaucoup de sites), vous pouvez donc y intégrer la balise afin de vous faciliter le travail. Pour trouver ce code, rendez-vous sur votre compte AdWords, rubrique « Bibliothèque partagée », puis « Audience » : biblio Cliquez sur « Afficher les informations de la balise » et copiez le code fourni : afficher les informations de la balise balise de remarketing Créez ensuite des listes de remarketing : par exemple, vous pouvez créer une liste de remarketing pour les visiteurs qui consultent la page recensant vos produits les plus populaires. La balise de remarketing informe AdWords qui enregistre alors l’ID de cookie de chaque utilisateur qui visitera cette page, et cela dans la liste que vous avez créé. liste afficher les informations de la balise Ici, on choisit de créer une liste qui regroupera tous les utilisateurs ayant visité la page « votresite.com/chaussures », pour par exemple lui proposer une publicité pour d’autres produits de la même catégorie. Enfin, créez des campagnes de remarketing à partir de vos listes : un message spécifique qui ne sera diffusé qu’aux utilisateurs enregistrés dans les listes créés, soit quand ils effectuent une nouvelle recherche, ou quand ils parcourent d’autres sites du Réseau Display. groupe annonces groupe annonce 2 Comment optimiser vos campagnes de remarketing ? Plus vos listes sont ciblées, plus vos campagnes seront efficaces. Par exemple, vous pouvez concentrer vos efforts sur les visiteurs qui sont restés un moment sur votre site sans pour autant finaliser un achat. Dans ce cas, vous pouvez cibler le message diffusé par votre campagne : un code promotionnel, des avis positifs d’autres clients concernant votre site… Aux utilisateurs qui ont acheté un type de produit spécifique, vous pouvez diffuser une publicité pour un produit complémentaire. Tous ces paramètres sont personnalisables lors de la création de votre campagne de remarketing. Pour cela, vous pouvez utiliser les combinaisons personnalisées, par exemple pour cibler en particulier les visiteurs non-acheteurs qui ont consulté la page « chaussures ». Attention : une liste de remarketing n’enclenche sa diffusion qu’à partir de 100 internautes enregistrés. Il est également important de personnaliser le message diffusé en fonction des utilisateurs que ciblent vos listes. Pour ne manquer aucun des prochains articles de Pellerin-Formation.com, abonnez vous à la newsletter !
- https://www.digimedia.be/News/fr/15937/le-real-time-bidding-l-avenir-du-display-advertising.html Le Real Time Bidding : L`avenir du Display Advertising KNEWLEDGE Le Real Time Bidding : L`avenir du Display Advertising Les bandeaux publicitaires (Display Advertising, dans le jargon) existent depuis le tout début d’Internet. Dès le début des années 90, avec l’apparition des premiers sites web commerciaux, les bannières ont fleuries un peu partout. On a pu croire un moment que ce mode de communication était dépassé. Pourtant, force est de constater qu’avec le développement du mobile et des télévisions connectées, nous n’avons jamais vu autant de bandeaux publicitaires qu’à l’heure actuelle. La technologie a pourtant tout changé et fait rapidement et radicalement évoluer ce marché. Jusqu’il y a quelques années, il était possible pour les annonceurs d’acheter des bandeaux publicitaires de deux manières : - directement entre l`annonceur et les éditeurs (ou les régies publicitaires qui les représentent) - indirectement par l’intermédiaire des agences médias. Dans de nombreux cas, pour la plupart des grands annonceurs, il s’agit du deuxième cas de figure. Le plan média, la coordination, la validation du matériel publicitaire, la mise en place se faisait au travers des agences média, qui grâce à leurs volumes d’achats ont une puissance de négociation afin d’obtenir les meilleurs tarifs. Au plus les volumes sont élevés, au plus les commissions et sur-commissions sont élevées. Ce qui pose évidemment question quant à la parfaite objectivité et neutralité des centrales d’achats, dès lors que le plan média est directement influencé par la rentabilité des médias sélectionnés, mais ce n’est pas le sujet de cet article. Néanmoins, cet écosystème a été progressivement perturbé ces dernières années par la montée en puissance de Google, puis de Facebook. La pression de Google et de Facebook sur le marché publicitaire Google et Facebook proposent à tous leurs utilisateurs de faire de la publicité en libre-service sur leurs supports. Ils ont ainsi construit une relation directe avec les annonceurs et fait disparaître au passage tout système de commissionnement des agences, laissant place à de nouveaux modèles basés sur une transparence totale des coûts et résultats. Leurs puissances en termes d’audience, mais aussi de capacités de ciblages permettent d’ajuster les stratégies en quasi-temps-réel, rendant caduque le métier de média-planneur traditionnel et en mettant les spécialistes en Search Marketing (tels que nous) sur le devant de la scène. Le marché du Display Advertising a lui aussi progressivement évolué dans la même direction. Suite à la pression mise sur le marché par Google, les éditeurs et régies publicitaires ont mis à disposition en leurs inventaires en libre-service sur différentes plateformes technologiques (AdExchanges) qui fonctionnent sur base d’une mise aux enchères en temps réel de leurs espaces publicitaires: le Real Time Bidding. Une extension du système Google AdWords à l’ensemble du marché du Display Advertising, en quelques sortes. Avec un impact direct sur l’écosystème, qui passe de l’achat basé sur la réservation (humain) à l’achat programmé (informatisé). Une étude de Forrester révèle que 30% des campagnes en 2015 se feront au travers du Real Time Bidding. Toujours en 2015, mais selon eMarketer, 25% de l’espace publicitaire sera vendu au travers des AdExchanges. Le coût moyen pour mille impressions (CPM) augmenterait dans la foulée de 3,17$ à 6,64$ d’ici fin 2017, ce qui est évidemment le but recherché et l’intérêt des éditeurs qui pourront ainsi renouer avec une valorisation à la hausse de leurs espaces publicitaires. Le mécanisme de l’offre et de la demande devrait en effet progressivement assurer une augmentation du prix moyen de l’espace publicitaire à moyen et long terme. Avec une plateforme plus mature, nous voyons déjà clairement cette tendance sur Google AdWords, où les Coûts par Mille Impressions (CPM) et Coûts par Clics (CPC) augmentent progressivement d’année en année. Qu’est-ce que le Real Time Bidding (RTB) ? Quand on parle d’AdExchanges, de Trading Média, de Places de marchés Médias, il s’agit en fait de Real Time Bidding. Mais de quoi s’agit-il exactement ? Le Real Time Bidding est un mode d’achat de bandeaux publicitaires (Display) aux enchères. Les espaces publicitaires sont mis à disposition des annonceurs les plus offrants. L’annonceur qui remporte l’enchère voit son annonce diffusée sur l’emplacement ainsi gagné. Ce système fonctionne en temps réel, aux travers de différentes plateformes informatiques appelées places de marchés médias qui mettent ainsi en relation éditeurs et annonceurs de façon automatisée. Les éditeurs choisissent l’inventaire qu’ils souhaitent mettre à disposition des annonceurs et de leur côté, les annonceurs enchérissent sur les espaces où ils souhaitent diffuser leurs annonces. Les plateformes les plus importantes et les plus connues sont DoubleClick Ad Exchange (Google) , Microsoft, Open X, AppNexus, ou encore Admeta. Certains de ces acteurs combinent les fonctions de place de marché avec des technologies d’optimisations, comme par exemple Admeld qui a été racheté par Google en 2011 pour 400 millions de dollars et a été intégré dans DoubleClick. Les avantages du Real Time Bidding - Un inventaire plus large De nombreux emplacements premiums, réservés jusque-là à de grands annonceurs car vendus au travers des régies sont maintenant disponibles aux enchères et donc à l’ensemble des annonceurs. - Optimisation en fonction des résultats De même qu’avec les campagnes AdWords, les campagnes peuvent - doivent - être optimisées en quasi temps réel et fonction des résultats et selon les objectifs, ce qui est un changement fondamental dans l’approche de l’achat média. - Transparence Le fait d’acheter le média au travers de plateformes technologiques avec une approche orientée à la performance force le marché à plus de transparence sur les résultats et budgets ainsi dépensés. Par où commencer ? Tout d’abord, il est intéressant de noter que la plupart des plateformes ne sont pas disponibles pour le grand public, mais le Real Time Bidding est un marché en plein développement, ce qui implique des évolutions très rapides. D’autre part, de nombreuses nouvelles balises de suivi peuvent être nécessaires, dès lors, l’installation d’un tag Container nous semble être un prérequis presqu’indispensable. Enfin, grâce à notre grande expérience dans la gestion de campagnes aux enchères, nous vous invitons à contacter Knewledge pour découvrir et envisager d’exploiter le potentiel du RTB.
- The term Programmatic media (also known as programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement and optimisation of media inventory, in turn replacing human-based methods.
- The term Programmatic media (also known as programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement and optimisation of media inventory, in turn replacing human-based methods.
- The term Programmatic media (also known as programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement and optimisation of media inventory, in turn replacing human-based methods.
- Nice video explaining this: http://www.youtube.com/watch?v=1C0n_9DOlwE&feature=player_detailpage saved in @video as “the evolution of online display advertising” Here about RTB: http://www.youtube.com/watch?v=NoGgLxky1FE&feature=player_detailpage also saved: also: http://www.youtube.com/watch?v=2l8VWgnJWGU
- AD NETWORKS VS AD EXCHANGES Published by AdBalance Team in Articles on 23 November 2010 As the internet has developed over the last decade, advertising networks have emerged allowing publishers to just place HTML/Javascript tags on their site to display ads from a variety of advertisers to fill their inventory, and to allow advertisers to display their ads across a variety of websites in one process. In the last couple of years advertising exchanges have appeared alongside ad networks, offering an automated bidding process to let advertisers buy cheaply and effectively any unsold ad space. Most websites utilise ad networks and exchanges in some way to monetise their content, with larger sites selling their own ads directly before sending unsold inventory to them, and smaller websites sending them most if not all their inventory from the start. However, there is some misunderstandings and overlap between the two concepts, so a longer explanation is necessary. Ad Networks An ad network maintains a network of websites and blogs that fulfil certain entry requirements such as content niches and traffic levels. They also build and maintain relationships with large numbers of advertisers, to which they sell the advertising inventory provided by their network of sites at varying prices and on varying terms. The advertisers’ ads are then displayed on either all or a selection of the sites within the ad network’s network of sites so as to best match the demographic that the advertiser has paid to target, which can be based around the content niche of the sites, or behavioural targeting techniques, or other factors. As the ads are being displayed, the ad network is constantly working to optimise the campaign – removing it from sites where it is not converting and weighting it more heavily where the advertiser is getting a better ROI. Through these optimisation techniques, the ad network is able to charge higher prices for ads across its network, which then means higher eCPMs and payouts for its publishers. Some example of ad networks are Casale Media, ValueClick Media, Tribal Fusion, and Google AdSense. Ad Exchanges Similarly to an ad network, an ad exchange has a roster of websites which they represent. However, ad exchanges often have much lower entry requirements or even none at all, so there tends to be many more sites involved and of a more varied quality and from more varied content niches. http://www.adbalance.com/ad-networks-vs-ad-exchanges/ Ad exchanges provide a level platform where publishers, advertisers, and ad networks can all buy and sell ad space using a real-time bidding system. Each impression is bid on separately and automatically to get the advertiser or ad network the lowest price available for the ad inventory they want to buy, and to get publishers the highest price available for the ad space they want to sell. Due to the large volume of ad inventory available on these exchanges, prices are often very attractive to advertisers, whilst they still offer publishers a way of monetising any inventory that they were not able to sell privately or through a more traditional ad network. ----------------- http://www.economist.com/node/18651104 Innovation in online advertising Mad Men are watching you How real-time bidding will affect media companies May 5th 2011 | from the print edition YOU are browsing for lampshades on a department store’s website. You grow bored, and surf across to the website of your favourite daily newspaper. Mysteriously, the lampshades follow you: an advertisement for the same brand appears next to the article you are reading. Welcome to the world of real-time bidding, a cleverer and nosier way of selling advertising that is beginning to shake up the online media business. A decade ago online display advertisements, or “banners” as they were often known, were booming. Companies paid huge sums to appear on news websites. But, as the number of ads increased, people stopped noticing them. Now, for every 1,000 display ads that pop up, less than two are clicked on. Prices have slumped. Some media firms, notably News Corporation, have concluded that online ads will never bring in enough money to support a newspaper. Meanwhile search advertising, which reaches people when they seem to be interested in something, has grown from 1% of American online ad spending in 2000 to almost half, turning Google into a $172 billion company. Conventional display ads are simply wasteful, says Jakob Nielsen of GroupM, a large media buyer. Say a company wants to reach young men. It might buy ads on the sports section of a large portal such as Yahoo!. But it will also be paying for the women who visit that page. If it also buys ads on the sports section of another large portal, such as Microsoft’s MSN.com, it will pay twice for the people who frequent both web pages. Real-time bidding helps solve these problems by allowing marketers to buy known audiences. Click to open a web page and an automated auction begins. Firms bid to serve an advertisement, taking into account where it will appear and what they know about the presumed viewer from digital traces he has inadvertently left around the web. The winner serves the advertisement, often customising it—so you may see more ads for convertible cars on a sunny day. The whole process generally takes some 150 milliseconds, or less than half the blink of an eye. Many online ads—particularly the expensive ones that appear on home pages—are bought and sold much like old-media advertisements. A seller agrees on a price with a buyer, and then pays for lunch. But many publishers sell only one- to two-fifths of their online ads directly, says Jay Stevens of the Rubicon Project, a California firm that works with many of them. The rest are offloaded to digital middlemen. It is in this high-volume, low-cost market that real-time bidding is advancing. In the past year, says Mr Stevens, real-time bidding has risen from almost nowhere to capture 30-40% of spending. Real-time bidding makes it easy to aim ads at susceptible eyeballs. Firms such as John Lewis (a British department store), Zappos (an online shoe-seller) and Lenovo (a computer-maker) know that you have visited their websites because they dropped digital markers onto your computer. They then outbid others to reach you again. This is called “retargeting”. BSkyB, Britain’s biggest pay-TV outfit, has used the technology to reach wealthier viewers who might be more interested in a new channel devoted to well-crafted American dramas. It has also taken aim at people who show an interest in 3-D television. And it has cut down on waste from trying to sell subscriptions to people who already have them. Matthew Turner, Sky’s head of digital marketing, expects half the firm’s online budget to go on real-time bidding within two or three years. King Content v King Data In the short term, what is good for advertisers is also good for ad sellers. Reducing waste raises prices. Laurent Cordier of Google says that retargeting can raise click-through rates five- or tenfold. Google now sells many ads on its Doubleclick ad exchange by means of real-time bidding, and is introducing the technology to YouTube, its video website. In 2010 display advertising actually gained market share in America, according to the Interactive Advertising Bureau. Search fell slightly. But the growth of real-time bidding may prove highly disruptive. An auction system allows everyone to discover the real value of online ads. It also provides a wealth of data to advertisers about the behaviour of their target audiences. These days some media firms can charge relatively high rates for online ads on the grounds that their websites are frequented by the young or the affluent. Increasingly, advertisers are learning how to reach the same people on other websites, for less money. As Mr Nielsen of GroupM puts it, the conversation between buyers and sellers of advertising is becoming unbalanced, with the former often armed with more data than the latter. Some media firms have responded by selling fewer ads through middlemen, in real time or otherwise. But that may mean ads go unsold. Media firms can also tilt the balance by discovering more about their customers than can be gleaned through auctions. The obvious way to do this is to force people to register for websites, or even to pay (which reveals their credit-card details and where they live). In short, content is no longer king online. Information about users is what really matters. Regulators may yet stymie the growth of real-time bidding. Targeted advertising is drawing anxious scrutiny from congressmen and journalists. A Wall Street Journal investigation into online tracking last year found that its own website dropped 60 digital markers onto a visiting computer. Before May 25th European governments must incorporate a privacy directive that is expected to make it easier for users to opt out of targeted ads. A confusing patchwork of laws may result. But few expect radical change. So quickly has targeted advertising advanced that a ban would severely disrupt the internet economy. Web users are more likely to see little icons identifying targeted ads. If the past is any guide, people will learn to ignore them, too.
- http://pages.mediative.com/infographics-follow-up
- http://pages.mediative.com/infographics-follow-up
- http://pages.mediative.com/infographics-follow-up
- http://pages.mediative.com/infographics-follow-up
- http://www.mediapost.com/publications/article/190896/real-time-trading-emerges-as-second-fastest-ad-sec.html Real-Time Trading Emerges As Second-Fastest Ad Sector, Limited Only By Its Inability To Crack Mobile by Joe Mandese @mp_joemandese, January 14, 2013, 11:53 AM Recommend (8) Comment (3) Brian-Monahan The good news is that programmatic trading has emerged as the second fastest-growing segment of the advertising marketplace. The bad news is that it is the problems it has been having tapping into the fastest-growing segment -- mobile -- that is limiting programmatic’s growth. That’s one of the key findings from Magna Global’s third-quarter Media Economy Report. While ad spending on mobile media will average an annual growth rate of 30.6% through 2017, programmatic trading will expand only 25% annually due to some significant impediments preventing it from tapping into mobile’s growth. While that’s still impressive given that Interpublic’s Magna unit projects the overall advertising marketplace will expand only 5.2% annually over the next five years, the problems are limiting both programmatic’s and mobile’s potential, says Magna Managing Partner-Media Intelligence Practice Brian Monahan. Specifically, he says that it is the technical limitations of mobile’s data targeting that “currently cripple the effectiveness of mobile programmatic buys.” “In addition to needing real-time access to large pools of inventory, scaled programmatic buying requires the ability to identify niche audiences as defined by third-party data providers and to retarget users who take specific online actions,” Monahan writes in the new report, which was released late last week during the CES conference in Las Vegas. While Web browsers enable third-party cookies to provide that data in the display advertising marketplace, a variety of factors, including the fact that Apple’s Safari browser does not accept third-party cookies, have proven to be a major impediment to the programmatic trading of mobile ad inventory. “Even on Android devices with browsers that accept cookies, identification breaks as users jump between app and browser sandboxes,” the Magna report notes, adding: “Finally, there is no easy way to identify and retarget based on PC activities. In exchange buying, a critical safeguard for brand appropriate environments is provided by ad safety vendors. In the Web they rely on web crawlers and macros delivered with their tags by the ad server to extract information on the content and the ad placement. These techniques are not yet sufficiently robust to extract the required brand safety information from mobile apps.” Despite those limitations, programmatic trading is booming, even without mobile’s impetus. Magna forecasts it will grow more than 40% this year, rising to 23.2% of all online display advertising sold. By 2017, Magna predicts programmatic trading will rise to $7.533 billion, representing 43% of all online display advertising. Magna’s estimates are among the most aggressive in the industry, although others are also pretty optimistic on programmatic’s growht potential. A report released last week by J.P. Morgan analyst Doug Anmuth, citing eMarketer data, predicts that programmatic trading will expand to $4.533 billion by 2016, accounting for 28% of all display advertising that year. (Magna pegs programamtic at $6.525 billion, and 38.7% of display by that year.) While Anmuth does not address the mobile issues associated with programmatic trading, he says the growth of programmatic buying is propping up the online display ad market’s growth, and will offset a slowdown in search spending, although many publishers still complain about it “commoditizing” pricing. “We expect desktop display advertising to increase 10% in 2013, driven in part by real-time bidding (RTB) or programmatic buying of display,” Anmuth wrote in a report sent to investors late last week. “We believe slowing desktop search, in particular, is likely to serve as a catalyst for direct marketers to allocate a greater percentage of their budgets towards RTB and performance-based display.” Much of that growth, Anmuth writes, is attributable to the growth of the Facebook Exchange, which is pouring untapped ad inventory into the programmatic marketplace. “We think Facebook’s entry into RTB could make Facebook one the largest sellers of RTB inventory over time,” Anmuth predicts. “According to our checks, the Facebook Ad Exchange (FBX) could potentially increase industry RTB inventory by 66% within the next 6-12 months.” Interestingly, that surge won’t just benefit Facebook, but will be a rising tide for the entire display ad exchange marketplace, including the Google Ad Exchange, the Google Display network, Yahoo’s Right Media, AOL and others. “To provide some perspective, Facebook accounted for 28% of all US desktop display ad impressions in 2011, according to comScore making it an important new destination for RTB advertisers to specifically re-target individual users,” Anmuth explains, adding: “FBX was released out of beta in mid-September and now has at least 16 data and technology partners including AppNexus, DataXu, Kenshoo, RocketFuel, Triggit, and Turn, among others. We believe the incorporation of third-party data into Facebook’s ad platform is material. For example, if a user visits an online travel site but leaves before the check-out process, that OTA can re-target the same user on Facebook with additional messages or offers.” Anmuth predicts that Facebook’s FBX momentum will encourage Google, Yahoo and others to enhance their own exchange and programmatic display offerings to compete with Facebook’s massive reach and supply of inventory. Magna Chart 96 SHARES Tags: advertising, display, rtb
- On estime que 20 à 30ù du budget est dépensé en RTB, se risque à pronostiquer Simon-Pierre Breuls, Partner & Marketing Director chez Universem. “Entre 17ù et 20%, soit 17 à 20 M euros hors SEM, Social ou Youtube”, estime de son côté Jean-Michel Depasse, Partner Digital Exchange chez Mindshare. “Un chiffre qui devrait atteindre les 50% d’ici 2017… . 99% des sites accepteraient le RTB”, evalue Simon-Pierre Breuls.