DSP deck
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Integrate is an advertising technology company that provides programmatic buying services through its centralized media management platform. It was founded in 2010, has 135 employees, and offices in several states. The document discusses how advertisers are demanding more accountability in online advertising, and how real-time bidding has allowed for more targeted impressions and greater access to inventory compared to traditional CPM buying models. It also outlines Integrate's services like media intelligence, opportunity identification, strategy development, creative assets, targeting capabilities, buying options, reporting, audience analysis, retargeting, A/B testing, and use of learning algorithms to optimize campaigns.
DSP deck
- 1. www.integrate.com Programmatic Buying Technology at Your Fingertips
- 2. © 2010 – 2012 Integrate.com 2 Who We Are Founded in April 2010 135 employees $11M Series B funding in March 2012 led by Comcast Ventures, Liberty Global and Foundry Group Offices in AZ, CA, CO, NY and MA Advertising technology and services provider Centralized Media-Management Platform Awards & Memberships
- 3. © 2010 – 2012 Integrate.com 3 Evolving Display Industry Advertisers are demanding more accountability. 48% 45% 39% 37% 33% 32% 31% 47% 51% 57% 59% 62% 64% 67% 2006 2007 2008 2009 2010 2011 2012 U.S. online ad share, by pricing model, 2006-2012 (% of total) Note: pricing model definitions may have changed over time period depicted, both within the survey process and as interpreted by survey respondents Source: Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC), "IAB internet advertising revenue report 2012 first six months' results” October 11, 2012 PerformanceCPM CPM Performance
- 4. © 2010 – 2012 Integrate.com 4 RTB vs. Flat CPM Buying 2012 Online Display Ad Sales Market 98% YOY Size of Market Flat CPM RTB 14.9B 13.0B 1.9B Ad spend is rapidly shifting. U.S. Real-Time Bidding (RTB) Digital Display Ad Spending, 2010-2016 Source: eMarketer “US Real-Time Bidding (RTB) Digital Display Ad Spending, 2010-2016 (millions, % change and % of total digital display ad spending)” November 1, 2012
- 5. © 2010 – 2012 Integrate.com 5 Why Use Real-Time Bidding? • Purchase placements on an impression-by-impression basis • Allocate ad spend based on highly specific audience characteristics • Optimize campaigns quickly and effectively • Access greater volume of inventory CPM Model $2.25 RTB Model $1.01 saving the client 56% of their budget 6M impressions RTB technology yields lower ad spend over flat CPM model.
- 6. © 2010 – 2012 Integrate.com 6 Reach Meets Accountability Access the reach of traditional CPM/CPC buys with the accountability of a CPA model • Target advertisements to drive relevant users • Designate desired returns on specified actions with relevant sources • Generate quality consumer interactions and high conversion ratios CPM/ CPC Integrate CPA Bringing together the best of both worlds.
- 7. © 2010 – 2012 Integrate.com 7 According to comScore* Integrate Ranked 28th in comScore’s Top 30 Ad Ecosystems. 80M Total Unique Visitors 9.1M Average Daily Visitors 2,070 Total Pages Viewed (MM) Gender: 51.9% Male 48.1% Female Age: 3.3% Ages 2-11 12.6% Ages 12-17 17.7% Ages 18-24 19.5% Ages 25-34 17.4% Ages 35-44 14.4% Ages 45-54 8.9% Ages 55-64 6.3% Ages 65+ Income: 8.7% HHI Below $15K 6.4% HHI $15K-$24,999 13.0% HHI $25K-$39,999 18.3% HHI $40K-$59,999 12.5% HHI $60K-$74,999 14.9% HHI $75K-$99,999 26.2% HHI $100K+ Family Composition: 45.4% No Children 54.6% Have Children * comScore Media Metrix January 2013
- 8. © 2010 – 2012 Integrate.com 8 Plan
- 9. © 2010 – 2012 Integrate.com 9 Media Intelligence Benefit from industry leading web analytics and research. The Strategic Development Team uses comScore to obtain: • Behavioral, attitudinal, lifestyle and buying-habit data • Site-level descriptive consumer information across 6,000 data points in 22 content categories • Source URLs of your traffic • Competitors’ audience, traffic trends and site stats
- 10. © 2010 – 2012 Integrate.com 10 Opportunity Identification Keep abreast of marketing trends to stay ahead of competitors. Leverage Integrate’s partnerships with leading advertising research firms to: • Discover new opportunities to market products and services • Monitor industry trends in order to stay ahead of competitors • Understand how to leverage new marketing strategies and methods
- 11. © 2010 – 2012 Integrate.com 11 Strategy Development Construct effective media strategies based on research results. The Strategic Development Team works with Buyers to : • Define your highest converting target audience by demographics, behaviors, interests, ch annels and more • Recommend creative types and pricing models that will perform best with your target audience • Create white lists of approved URLs and black lists of prohibited sites to ensure appropriate brand exposure Gender: Female 18-34 Income: $30k-$50k Sample white list: ugo.com insidesnowboarding.com extremesportman.com uproxx.com musicradar.com Sample black list: seventorrents.com newmp3.mobi CPC model Using Rich Media 160x600 and 300x250 rollover ads
- 12. © 2010 – 2012 Integrate.com 12 Creative Assets Utilize an expansive number of ad formats. Complimentary design services available with all media buys. • Display Banners Targets audiences using highly granular data points Display / Pop • Pops Sends views to your page without requiring user clicks Rich Media• Rich Media Media—drives a high-level of user engagement with interactive content - Interstitials - Peel-backs - Roll-overs/Expandables - In-banner Video • Mobile Allows Buyers to connect with targeted on-the-go audiences, generating high click-through rates at inexpensive prices Display / PopRich MediaMobile • Mobile Video • In-video Banners • Video Enables Buyers to repurpose their offline television content into targeted web creative, bridging online and offline tactics to deliver a cohesive brand message - Pre-roll - Mid-roll/In-stream - Post-roll Display / PopRich MediaMobileVideo
- 13. © 2010 – 2012 Integrate.com 13 Launch
- 14. © 2010 – 2012 Integrate.com 14 Targeting Capabilities Contextual - Checking basketball scores By language - English Day parting - In the morning Mobile device - iPhone OS - iOS URL - Visiting espn.com Browser - Using Safari Zip-9 Targeting - In Manhattan Geography - In New York Re-targeting - That visited Nike.com Audience Segments - Young professionals Demographics - 21-26 year olds Filters Reach the highest converting audience with precise targeting.
- 15. © 2010 – 2012 Integrate.com 15 Buying Options Automotive 300,000+ Specific Sites 350+ Specific Channels Beauty Business Computers & Electronics Education Finance Games Health Sports Travel Launch campaigns across specific sites, channels or audiences. Key Word Specific 1000+ Audience Segments Additional Options Auto-Ready Purchasers Computer Gamers Movie Goers Dog Owners Weekend Travelers Board Members ATV Enthusiasts Nature Lovers Soap Opera Watchers Stock Investors Site Exclusion Competitor Ad Exclusion 1 2 3
- 16. © 2010 – 2012 Integrate.com 16 Analyze
- 17. © 2010 – 2012 Integrate.com 17 Real-Time Reporting Monitor results with customizable, real-time reports.
- 18. © 2010 – 2012 Integrate.com 18 Engagement Audience Analysis Gain demographic, geographic, behavior al and attitudinal insights Insight Organize and leverage consumer data to increase ROAS. Discover which Sellers are marketing to your prime audience Align your marketing strategies with your target audience Implement ROI focused campaigns
- 19. © 2010 – 2012 Integrate.com 19 Optimize
- 20. © 2010 – 2012 Integrate.com 20 Retargeting Increase conversion rates by targeting previous site visitors. For unknown reason, he closes his browser and leaves your site without completing the purchase. A user visits your website for the first time. He browsers several pages and places your product in his shopping cart. He clicks on the banner, returns to your site and completes the purchase. You gain a new costumer. The retargeting pixel identifies the user’s location and serves an ad on the weather site featuring the product he was considering the last time he visited your site. A few hours, days or even weeks later, the same user starts a new browsing session. His first stop is a local weather site. Case Study An auto manufacturer launched a retargeting campaign to reconnect with consumers who had visited website as a result of TV ads. By placing a retargeting pixel on URLs specific to client’s TV ads, we retargeted consumers who visited those pages. Integrate’s design team created banners that complemented the client’s TV ads. Users saw these banners across various sites the next time they accessed the web Client’s website traffic increased by 50%
- 21. © 2010 – 2012 Integrate.com 21 A/B Testing Track and compare campaign performance between various scenarios. Creative types Static banners vs. rich media assets Pricing models User technology CPM vs. CPC CPM vs. CPV Desktop vs. mobile Mobile vs. tablet
- 22. © 2010 – 2012 Integrate.com 22 Learning Algorithms Leverage technology to maximize budget. Optimization algorithms determine the best price to pay for an impression. • Narrow inventory options • Designate goals such as: • Click thru rate (CTR) • Cost per acquisition (CPA) • System evaluates user’s likelihood of response • Bid is adjusted accordingly If the advertiser is willing to spend $3 per conversion and the likelihood of a response on the impression is 0.01%. Since advertising inventory is priced in cost-per-thousand impressions, the CPM bid should be $0.30. If the probability of response is higher, the bid is increased. CPA $3 Likelihood of Response 0.01% 1000 1000 CPM Bid $0.30
- 23. © 2010 – 2012 Integrate.com 23 Our Service Levels Contact Integrate to get started today. Performance report delivery Managed Full marketplace visibility Dedicated account support Performance optimization Campaign configuration and management Design services available Self-serve Full marketplace access Technical support and training Dashboard reporting Analysis and optimization tools Campaign strategy consultation Design services available
- 24. © 2010 – 2012 Integrate.com 24 Thank You Start using Integrate or contact us today! 866-478-0326 demos@integrate.com www.integrate.com