Post on 21-Jan-2015
description
transcript
Programmatic Buying — Myth or Reality?
Real time and Data Driven Technology moves toward customization of the end Advertiser’s needs and requirements
19 mln
Bids
19 mln
Information sample:
Price, ssp, url, referer Proximic: brandprotection:,
Safety level, Category: weight,
Adsize, Abovethefold: "medium or
high or low", Noticeability: "high or
medium or low“ Scope: "page", Language etc.
Bids
$1, Adfox, brandprotection: rating
G, Adsize 160x600, Language: en
$2, Google, Safety level: gold , Adsize
728X90, Language: Ru, Noticeability: "high“
$0.5, Яndex, Category: weight 100/Sports ,
Adsize 160x600, Language: Ru,
Noticeability: “medium“, Abovethefold: "medium"
19 mln
0.2
0.8
0.95 0.01
0.7
Predict
HUBRUS RTB Conversion Pixel / View Pixel
Company’s impressions results
Positive signals Negative signals
How wrong am I like to be?
What is the impact of being that wrong?
What drives the wrongness?
Only guarantee with a central forecast is it will be wrong
ADAPTIVE MODELLING APPROACH
UNDERSTAND ALL ASPECTS THAT DRIVE THE SALE
•Channel •Site •Day •Time •…
•Size •Color •Position •…
•Price •Copmpetitors •Weather •Economy •…
•Age •Sex •Profile •Purchase process stage •…
Applied to RTB and Programmatic
Funnel: mechanics and tactics
Awareness
Consideration and
Engagement
Acquisition
Media Tactics • Home page takeovers • Pre-Roll video • Online Radio • High SOV site buys
• Rich media banners • Mobile display • Contextual and search
targeting
• Site/email Retargeting • Existing customer
retargeting • Intent/behavioral
marketing
Data Inputs • Demographic, HHI,
household income/credit score
• Lifestyle and interest segments
• Social connections • Offline Purchase behavior • Brand affinities • Lookalike modeling
• Online purchase intent • Search behavior • Lookalike modeling
Russia address 109147, Russia, Moscow, 21/11 trubnaya, entrance 4/4, 402, Moscow, 119019, Russian Federation +7 (495) 212-1066 on@hubrus.com
hubrus.com