Take a look at our Head of RTB, Paul Gill's, slides on how display advertising has evolved taken from our recent PPC Best Practice in 2014 and Beyond conference.
5. 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
The history of display
First
banner ad
launched
First ad
server
launched
Ad spend
increases
significantly
First Ad
Exchange
launches
RTB becomes
mainstream
Ad networks
dominate
market
Google
acquires
Doubleclick
9. What's different?
Targeting the user visiting a website not just the
website itself
RTB is:
“real-time, impression by impression based decision
making”
10. How do we recognise a user?
Work with multiple 3rd party browsing data companies
13. Traditional display vs. RTB
Purchasing in bulk even though each
impression has different value to campaign
Vs.£10 CPM
£1.20 £1.65 £3.12
£1.08 £0.64
£0.88 £0.23
£2.12
£0.77 £1.65 £3.12
Purchase impressions based on their individual
worth and only those which are valuable
Only pay for the valuable impressions:
15. Case study – Bootea
Client Brief
Worldwide advertising campaign
Limited previous success with direct deals
Targets
Consistent conversion growth targets
Increase sale conversions at target CPA
Engage with target audience
22. Bid Audience Site Performance Decision
£0.31 CPM
18 – 34 year
old social
engagers
High volume,
low CPA
Acquire
further
inventory
£0.55 CPM
In market for
weight loss
High volume,
high CPA
Reduce bids,
remove
website
Publisher (website) decisions
23. continues
Stage 3+: Achieving Success
Increase investment in what works
Combine keyword and audience targeting
Publisher negotiations
Access creative strategy
24. Results
2,800% increase in conversions in 3 months
CPA target achieved in 3 weeks
15% increase in total sales
25. To the future…
Integrate with analytics for reporting
- PPC, Analytics, social metrics uplift
- Time of day/day of week
- Specific geographic targeting
Now compare this to RTB tools in 2014
Keywork contaextual targing this is placing
We then have remarketing
Over 70%
CPM
Combine
We wil see how that was used
Finally audience targeting
Lifestyle choices
In market
Women18-30
we will be looking to utlise social advertising fo rexample the facebook exchange
So that’s a brief overview of the strategy creation lets take a look at how BooTea campaigns performed.
The first stage was launching our ads with a series of broader but still very targeted audiences as we discussed,
we launched remarketing to try and improve the customer retention rate.
We had an extensive campaigns covering both weight loss audience and keywords as well as some socially focused campaigns..