Jag duggal sas_final
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1. The document discusses the evolution of digital advertising, from early printed ads to today's highly targeted real-time bidding system. 2. It notes that digital advertising allows for highly fragmented and individual impressions, breaking the traditional content-audience relationship. 3. The rise of real-time bidding (RTB) allows advertisers to examine site visitors individually and bid to serve ads within milliseconds, leading to more relevant ads. Global RTB spending has grown significantly between 2010-2016.
Jag duggal sas_final
- 1. 1 | Copyright 2014 Quantcast | Confidential
- 2. 2 | Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential A New Age for Digital Advertising Jag Duggal, SVP Product Management #SalesSummit @Quantcast Know ahead. Act before.TM
- 3. 3 | Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential 3 Agenda Advertising Timeline Introduction of Digital The Connected Opportunity RTB’s Rise Predictive Modeling #SalesSummit @Quantcast
- 4. 4 | Copyright 2014 Quantcast | Confidential Advertising timeline 1844MAGAZINES NEWSPAPERS 1650 BILLBOARDS 1867 1872CATALOGS PRINT PRE- DIGITAL POSTERS Pre 1650 DIGITAL #SalesSummit @Quantcast
- 5. 5 | Copyright 2014 Quantcast | Confidential Advertising timeline 1844MAGAZINES NEWSPAPERS 1650 BILLBOARDS 1867 1872CATALOGS PRINT PRE- DIGITAL POSTERS Pre 1650 1941TV DIRECT MAIL 1954 1922RADIO #SalesSummit @Quantcast
- 6. 6 | Copyright 2014 Quantcast | Confidential Advertising timeline 1994BANNERADS/GMAIL 2003GOOGLE ADSENSE 2007FACEBOOK/YOUTUBE 2008LINKEDIN 2009MOBILE APPS 2010TWITTER 2012FACEBOOK MOBILE PPC 2000 1844MAGAZINES NEWSPAPERS 1650 BILLBOARDS 1867 1872CATALOGS PRINT PRE- DIGITAL POSTERS Pre 1650 1941TV DIRECT MAIL 1954 1922RADIO DIGITAL #SalesSummit @Quantcast
- 7. 7 | Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential 7 Digital changes everything Fragmentation at a whole new level. Impressions delivered individually, each entirely distinct. Breaks the content- audience union. #SalesSummit @Quantcast
- 8. 8 | Copyright 2014 Quantcast | Confidential Herbert Simon, 1971 A world of information creates a poverty of attention. #SalesSummit @Quantcast
- 9. 9 | Copyright 2014 Quantcast | Confidential #SalesSummit @Quantcast
- 10. 10 | Copyright 2014 Quantcast | Confidential Challenge: 417Web Pages Per Person 3,000Web Pages a month 93Web Pages a Day 10 Web Pages 1 Trillion People 2.4 Billion How can we find relevance in all of this? #SalesSummit @Quantcast
- 11. 11 | Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential 11 The connected opportunity #SalesSummit @Quantcast
- 12. 12 | Copyright 2014 Quantcast | Confidential The rise of real-time audience targeting “….let advertisers buy ads in the milliseconds between the time someone enters a site’s Web address and the moment the page appears.The technology, called real-time bidding, allows advertisers to examine site visitors one by one and bid to serve them ads almost instantly…A consumer would barely notice the shift, except that ads might seem more relevant to exactly what they are shopping for.” Source: New York Times, March 12, 2010 #SalesSummit @Quantcast
- 13. 13 | Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential 13 RTB’s Rise $402 $1,356 $2,972 $5,000 $7,506 $10,474 $13,879 2010 2011 2012 2013E 2014E 2015E 2016E Global RTB Spend (Millions) Source: IDC #SalesSummit @Quantcast
- 14. 14 | Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential 14 RTB is high speed trading… #SalesSummit @Quantcast
- 15. 15 | Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential 15 …for advertising. #SalesSummit @Quantcast
- 16. 16 | Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential 16 RTB is a commodity market… #SalesSummit @Quantcast
- 17. 17 | Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential 17 Trading rice one grain at a time. #SalesSummit @Quantcast
- 18. 18 | Copyright 2014 Quantcast | Confidential Conclusion #SalesSummit @Quantcast
- 19. 19 | Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential 19 MORE DATA = BETTER MODELS #SalesSummit @Quantcast
- 20. 20 | Copyright 2014 Quantcast | Confidential 78% 12% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Scored Internet Population (Deciles) Top 20% of Lookalike scored consumers delivered 90% of all conversions. Bespoke models for each product Score every Internet consumer individually Continuously updated in seconds Advertise: Predictive Modeling Likelihood to Convert The end of generic segments #SalesSummit @Quantcast
- 21. 21 | Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential 21 Selling plane tickets 21 #SalesSummit @Quantcast
- 22. 22 | Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential Thank you. 22#SalesSummit @Quantcast