Display Ad Ecosystem 3 16 10 J L
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The document discusses the online display advertising ecosystem and provides advice for advertisers. It outlines the main players in the ecosystem, including ad agencies, publishers, ad networks, and ad exchanges. It also discusses different display ad formats and technologies. The document recommends that advertisers consider which options are best suited to reach their intended audiences and help manage their campaigns effectively while optimizing costs.
Display Ad Ecosystem 3 16 10 J L
- 1. Jamie Lomas Vice President, Sales and Client Services The Display Advertising Ecosystem: The More You Know, The More You’ll Grow
- 2. Agenda Playing the Display Field An Advertiser’s Basic Choices Ad Agencies Publishers Ad Networks Ad Exchanges Display Technology Platforms An Advertiser’s Checklist How to Get Started © 2010 AdReady, Inc. Confidential
- 3. Overview Online Display renaissance: “… the display part of our business is likely to be the next billion dollar business.” Eric Schmidt, CEO of Google “ Display Advertising Will Surge by 10.5% in 2010“ Nothing But Net 2010 Internet Sector Outlook © 2010 AdReady, Inc. Confidential
- 4. Overview (cont.) Renaissance has pros and cons for marketers Pro: More options enter the market every day Con: Ecosystem has become increasingly complex Advertisers can hire an agency, or manage display in-house © 2010 AdReady, Inc. Confidential
- 5. Playing the Display Field © 2010 AdReady, Inc. Confidential
- 6. Formats SWF (Shockwave Flash) Static (GIF, JPG) HTML Rich Media (Pointroll, Eyeblaster) Expandables, page takeovers Video Pre roll, post roll, mid roll In-banner Mobile display units Dynamic Ad Units © 2010 AdReady, Inc. Confidential
- 7. An Advertiser’s Basic Choices Ad Agencies Publishers Ad Networks Ad Exchanges Display Technology Platforms © 2010 AdReady, Inc. Confidential
- 8. An Advertiser’s Basic Choices Questions to ask: Should I use an advertising agency or not? Should I buy directly from media publishers and/or through an intermediary to reach my intended audience? If I want to buy through an intermediary, should I look to ad networks or ad exchanges? Should I pay for technology solutions or “platforms” to help me or my agency manage my campaigns? © 2010 AdReady, Inc. Confidential
- 9. Agency © 2010 AdReady, Inc. Confidential
- 10. What Do Advertising Agencies Provide? Broad spectrum of advertising services, from creative to media, strategy to tactical execution, across both offline and online media channels Many different marketing services under one roof, streamlining costs and management, while ensuring a common, coordinated strategic underpinning to both media and creative executions Over 85% of the total US spending on display advertising in 2007 came from the top 500 largest display advertisers, and the vast majority of these advertisers use the top digital agencies (Nielson AdRelevance) With the advent of more streamlined ad technology platforms smaller, more regionally focused traditional agencies can now offer online display advertising (more later) © 2010 AdReady, Inc. Confidential
- 11. What Do Advertising Agencies Provide? Questions to ask: Are my budgets large enough to ensure I’m an attractive client and will thus get great service from one of the top-tier digital agencies? Does my agency provide both media and creative services, and if so, what are the fees for each? Is my agency an expert in digital media and specifically online display? Does my agency utilize best of breed technologies to cost effectively manage the logistics of my campaign, and also measure and drive effective ROI performance? © 2010 AdReady, Inc. Confidential
- 12. Online Publishers © 2010 AdReady, Inc. Confidential
- 13. Online Publishers Ad space brought directly through an in-house sales force or a self-service technology, or indirectly via ad networks or ad exchanges They often use either homegrown or commercially available ad serving/inventory management technology Because these technologies and teams can be expensive to employ, they typically require advertisers to spend monthly minimums in the many thousands or tens of thousands to get this full service. With the advent of more streamlined ad technology platforms smaller, more regionally focused traditional agencies can now offer online display advertising (more later) © 2010 AdReady, Inc. Confidential
- 14. Online Publishers © 2010 AdReady, Inc. Confidential
- 15. Ad Networks © 2010 AdReady, Inc. Confidential
- 16. Focus on audiences, not sites Remnant, “Class 2” Transparent Networks: full details on where their ads will be placed. Blind Networks: advertisers must relinquish control over where their ads will run. Ad networks
- 17. Ad networks Increased Targeting Capabilities to Reach Discrete Audience Segments << ---- Reach ---- >> Retargeting Brand Keyword (Display) Competitor Keyword (Display) Category Keyword (Display) Channel Site Behavioral / Intent Demographic Geographic RON
- 18. Ad networks
- 19. Ad Exchanges © 2010 AdReady, Inc. Confidential
- 20. Courtesy of Right Media Ad exchanges
- 21. Ad Exchanges © 2010 AdReady, Inc. Confidential
- 22. Display Technology Platforms © 2010 AdReady, Inc. Confidential
- 23. Buying Platforms Eliminate the Friction of Online Display Advertising: © 2010 AdReady, Inc. Confidential Automated Buying Platform
- 24. Scalable Access to Media Sources Buying Platforms © 2010 AdReady, Inc. Confidential API enabled access to leading sources of inventory
- 25. Buying Platforms Creative Iteration and Optimization on the Rise Template-based creative systems with customization intelligence Dynamic creative systems that generate creative on the fly Leverage advanced targeting techniques to test creative elements relative to placement Images, text, and colors are all editable for rapid testing and optimization without paying excessive creative fees
- 26. Growing Measurability and Analytics Options Buying Platforms © 2010 AdReady, Inc. Confidential Need transparency across all sources.
- 27. Reason #9 Costs to Test Display Ads Are Shrinking © 2010 AdReady, Inc. Confidential Annual budget : * Testing costs include creative development and media minimums # Creatives: # Media Sources : 3 3 10 10 10 10 $60,000 $600,000 $6,000,000 With Automated Display Technology Using Traditional Planning & Buying Testing Cost* as a % of Total Annual Display Budget
- 28. Display Advertising Checklist © 2010 AdReady, Inc. Confidential
- 29. New to display: My goals are: (brand / awareness vs. performance / DR) My yearly/quarterly budget is: My specific target audience is: I need X type of reporting to measure success: I have X current display ads already created: I have had success placing display ads through the following providers (and why): I faced challenges when placing display ads through the following providers (and why): Experienced with display: How much of my overall display budget do I spend on testing / set up costs? Can this be optimized? Is my ROAS similar or better than my competition? Am I delivering the right messages to the right target audiences? How can I have a more targeted ( personable) conversation with my prospective clients? Can geo targeting help? How can creative costs be lowered? Display Checklist © 2010 AdReady, Inc. Confidential
Editor's Notes
- #4: Demonstrate market growth and potential.
- #6: 2006: $9.4B 2007: $12.2B 2008: $13.4B 2009 (projected): $14.7B Fewer than 50,000 companies worldwide use display ads, while nearly 1.5 million use search ads. The primary reason for this discrepancy is simple: while creating a search ad has always been affordable and easy (through services such as Google AdWords and Yahoo! Search), display ad services have historically posed more obstacles for marketers, from enormous design costs to complex campaign management requirements. Advanced advertising technologies are finally reversing this trend — helping advertisers of all sizes take advantage of the many benefits of banner advertising. This white paper frames ten of the most compelling reasons why an advertiser should use display advertising. 2013 (projected): $26.1B From: http://blog.searchenginewatch.com/080619-113452 http://www.globenewswire.com/newsroom/news.html?d=161759
- #7: Size and placement…
- #17: Take advantage of performance pricing models (CPC, CPA) due to arbitrage targeting (Behavioral, Re-targeting, ZIP, etc.)
- #18: Tailor your creative to speak to “micro-targets” Take advantage of bid-based platforms and advanced targeting (Behavioral, Re-targeting, ZIP, etc.) Target and localize creative like search
- #19: Tailor your creative to speak to “micro-targets” Take advantage of bid-based platforms and advanced targeting (Behavioral, Re-targeting, ZIP, etc.) Target and localize creative like search
- #20: Online Display Advertising is now simple, effective and more affordable. Pronounce that display is now ready to compete or compliment search! And, here are 10 core reasons.
- #21: Ad exchanges provide three primary advantages for digital marketers: 1. Auction-based, spot market: Advertisers can buy inventory on an impression-by-impression basis — in real time. No upfront commitments are needed to secure delivery. Data portability. 2. Data portability: Advertisers can layer data on top of inventory to cherry-pick their target customers. 3. De-averaged pricing: Advertisers can set variable prices for different types of inventory — and different kinds of customers. Rather than paying a flat CPM for a specific placement or behavioral schema, they can now price each impression according to its expected return.
- #23: Online Display Advertising is now simple, effective and more affordable. Pronounce that display is now ready to compete or compliment search! And, here are 10 core reasons.
- #24: Some examples include: AdReady – the first
- #25: Examples include: AdReady, AdBuyer, Invite Media, MediaMath. Self Service Platforms include AdReady, Facebook, Google Content Network, Yahoo My Display Ads, MySpace Myads, and many more
- #26: Build out each theme in multiple sizes, so that you can get good delivery in a network environment Leverage advanced targeting techniques to test creative elements relative to placement Customize ads to test different formats, calls-to-action, and images on a frequent basis
- #27: In the past, only large marketers who paid for ad serving solutions could analyse their campaigns. Now with automated platforms you can do this without ad servers
- #28: Even smaller advertisers can hit the ground running with proven display ad templates that are customized with logos, colors, and captions, for just a few hundred dollars a month, reaching multiple publishers, networks, and exchanges through a single point of contact. There is never any buyer ’ s remorse, as these services don ’ t lock in a particular creative idea for a set period of time. Ads can change as often or as little as the advertiser chooses, using optimization techniques and analytics previously only available to the largest advertisers. The main advantage of this approach is to zero in on the best performing ad by testing and comparing various creative approaches. These same advances also help larger advertisers and agencies drive down the costs of testing and launching banners. (See more about how display lets you access advanced optimization capabilities and multiple media networks in reason #4.)
- #29: Online Display Advertising is now simple, effective and more affordable. Pronounce that display is now ready to compete or compliment search! And, here are 10 core reasons.
- #30: In the past, only large marketers who paid for ad serving solutions could analyse their campaigns. Now with automated platforms you can do this without ad servers