Online Tuesday, 14 juni 2011
Marcel Molenaar, Country Manager

Online Advertising
5 key trends in 2011
1. Data driven display advertising
2. Advertisers want more data on
performance
3. Potential local markets
4. Publishers will build more advanced
offerings for advertisers
5. Growth in digital media exchanges

Proposition Adatus
Display is push, search is pull: combination is king!
Display Advertising
Latent searchers, low response, lots of branding
Search Engine Advertising
Active searchers, high response, limited branding
Display based on search
Active searchers, high response, lots of branding

Value creation is not publishing
It’s the tools to discover & distribute it
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Online advertising in 2011
It’s happening !
Intent
Segmentation
Creative
Campaign
Management
Buying

Online advertising in 2011
Make display more like search
Intent
Display 1.0 Display “ search’ based
★ Awareness ★ Performance
★Reach & Frequency ★Data
★CPM ★CPx

Online advertising in 2011
Make display more like search
Segmentation
Display 1.0 Display “ search’ based
★ Bulk ★ Differentiated
★Site / Demo ★Audience
★Past Behaviour ★Current Behaviour

Online advertising in 2011
Make display more like search
Creative
Display 1.0 Display “ search’ based
★ No versioning ★ Targeted
★High Dev. Cost ★Dynamic
★Lead time ★Self serve

Online advertising in 2011
Make display more like search
Buying
Display 1.0 Display “ search’ based
★Ratecard ★ Bid & RTB
★Verbal ★DSP / Exchanges
★I/O ★Automated

Online advertising in 2011
Make display more like search
Campaign
Management
Display 1.0 Display “ search’ based
★High Minimum ★ Low Minimum
★Switching Cost ★No Switching cost
★No Optimization ★Optimization

Display vs Search
Display advertising outgrows search in Europe
Europesplay into search

Audience targeting in US : 25%
Advertisers turn to search-based display

What profiles are relevant?
Position in sales funnel determines type of data
Socio-demographic
reg
Registration
reg
Branding
Interest
reg
Visitors content sites
reg
Brand preference
Search, comparison, online
shops T Intent
Purchase
Conversion reg

Adatus: Real Time Data Exchange
Marketplace for exclusive online profiles
Content sites (Vertical) search Test- en review
Online shops
engines websites
Real Time Data Exchange
tekst
Automotive Real Estate Shopping Telecom Travel
Ad networks, Publishers, Agencies

Creating and delivering profiles
Real time, anonymous, hot prospects
NYC
www.travelsite.com
Amsterdam
All inclusive
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Economy
Roundtrip
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Who benefits ?

Consumers
Ads that matter
• Relevant Offers
• Free content & services
• Enhanced experience
• Anonymous currency

Publishers
True value created by users & content is data: own it !
• Higher value of inventory
• Maintain relevance
• Insight in your Audience
• Revenue stream

Advertisers
Reaching people, not pages
• More relevant to audience
• No waste
• Better insights
• Efficiency & Effectiveness

But wait !
Is this legal ?

Legal Implications
EU Directive
European Commission issued a directive in Nov 2009 on ‘permission’
for cookies
Directive must be translated in national law on may 25, 2011
This new law is different than the existing one
NL government has pragmatic approach: based on ‘informed
consent’, i.e.
- Information
- Permission via browser settings
- Opt-out

Marcel Molenaar
marcel@adatus.com
linkedin.com/in/molenaarm
twitter.com/adatus
Thank you !