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Matt Sauls – VP, Operations SiteScout, a Centro Company
Matt Sauls – VP, Operations
SiteScout, a Centro Company
Taking Huge Market Share•
A Strategic Cornerstone•
A Must-Have for Retailers•
The Primary Performance Indicator•
Crucial for Success
•
The Way of The Future
Media transacted via automated systems
that take orders and execute those orders
with little or no interaction from humans.
Auction-based buying through ad exchanges
•
Automated guaranteed ordering systems
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Ads that respond in real time to user data
•
Usually powered by RTB
•
Social, broadcast, radio, native web, etc.
Programmatic execution accounted for $10B in 2014: 45% of all digital media sold
•
Programmatic is expected to account for 55% in 2015 and over 60% in 2016
•
Programmatic Breakdown: 92% RTB. 8% Programmatic Direct
12% of Programmatic Spending in 2014
•
Expected to hit 28% in 2015 and 40% in 2016
44% of Programmatic Spending in 2014
•
Expected to surpass desktop spending in
2015, hitting over 55%
•
25% of marketers plan to significantly
increase mobile and ad budget
MRAID
HTML5
Mobile-Video
Responsive Design
Social Integration
Click to Call
Native Formats
Understanding and Implementing of mobile formats is key
Audience expansion to multiple devices
Personal vs. Household Devices
Universal frequency capping
Universal conversion attribution
Universal retargeting
Multiple vendors provide device mapping
Computers Mobile Phones Cars Refrigerators
TARGETING TECHNOLOGY
Per-App inventory targeting
Optimized mobile-web targeting
Hyperlocal: GPS (lat/long) targeting
Carrier targeting
Device type/make/model targeting
TRACKING TECHNOLOGY
Click to call tracking
Postback conversion tracking
AUDIENCE TARGETING
Device ID driven retargeting
Cross-device audience extension
Free user data from apps
BENEFITS
Extremely high viewability
Cross-device tracking and attribution
Lifetime activity tracking
Accurate location
Only works with 3 specific cellular providers
Only works on newer phone models
Must isolate a control region to be excluded
Make/model targeting
Carrier targeting
Standard IP targeting: USA
Hyperlocal (GPS) targeting: exclude control region
Analytics should track the entire customer lifecycle
•
Targeting should take owned intelligence into account
•
Advertisers MUST focus tech resources on marketing
Universally Accessible: Not locked-in to any one DSP
Professional Partner with deep experience
•
Access offline CRM for digital marketing and attribution
Take advantage of PII data, safely and anonymously
•
Free data storage and free data access
Most efficient and cost effective option
•
Absolutely imperative for full control
Ultimate flexibility in the future
TARGETING / RETARGETING
Build retargeting segments based on proprietary user data
AUDIENCE EXTENSION
Use 1st party data with 3rd party data to extend audiences
CONVERSION TRACKING
Track campaign effectiveness by measuring sales accurately
CUSTOMER LIFETIME VALUE
Measure the true lifetime effect of prospecting initiatives
CAMPAIGN ROI MEASUREMENT
Determine the TRUE ROI of your campaigns
Drive installations of an e-Reader app, followed by subsequent book
purchases
Client wants to track cost-per-install, but also wants to track true revenue
App is free—revenue is only realized upon book purchases
Book purchase revenue can only be measured on the client’s end
Client wants to remarket to installed users to drive book purchases
Client wants to remarket to book purchasers to drive further sales
App installs tracked as the primary metric using with a $0 revenue value
Client stores postbackID in user/CRM database for each install
Client builds generic audience segment with device IDs of all users who install the app and launches a generic retargeting campaign to promote book purchases
Client fires conversions with revenue upon book purchases, using stored ID and purchase price
Client uses CRM data, along with deviceID to build mobile retargeting segments for book categories/genres, fueling more accurately targeted remarketing campaigns
Client continues to fire back revenue information using stored user ID data
POINT OF SALE ENABLED TECHNOLOGIES
Aisle Labs
Apple Pay
Softcard
Source Metrics
Etc.
In-store/point-of-sale attribution:
a must-have for many advertisers
You MUST find a way to connect with your users
via mobile devices
Conversions pixels underused •
Tracking not tied to advertiser data•
Landing page funnels not tracked •
Analytics not being analyzed•
Clicks and CTR being over-valued
MRC DEFINITION: 50% of an ad’s pixels within view for at least 1 second.
First measurement of inventory quality, before clicks
•
Best metric for high impact branding campaigns
•
Recently adopted by the industry and still not ubiquitous
CONTEXTUALLY:
Not recommended
Pre-impression page URL analysis
Prone to error
Doesn’t account for user’s environment
IN THE WILD:
Recommended
Per-impression real-time analysis
Gives true statistics
Accounts for user’s environment
1.
2.
Large browser—both ads are
above the fold
Same page, smaller browser. One ad begins
to fall below the fold
Smallest browser. Second ad is completely
below the fold
It’s often the ads below the fold that incite
more consumer engagement
INCLUDES:
RTB Private Auctions (PMP)
RTB Direct Deals (PMP)
RTB Private Exchanges
Programmatic Direct Orders
The Publisher Ad Serving Waterfall
Fixed CPM Pricing
Special Access to Inventory
Semi-Reserved Inventory (First Look)
Increased Transparency
Guaranteed Delivery
First Look
Private Auction
Custom
Private Marketplace
Enables “Productization”
of RTB Media Buying
IN HOUSE TRADERS:
Agencies
Advertisers
Small Businesses
Publishers
Ad Networks
Etc.
CAN BE AS SIMPLE AS:
Basic media planning
Simple Retargeting Campaigns
Inventory Spot Buys
CAN BE AS COMPLEX AS:
Full campaign management
Data curation and management
Analytics linked optimization
CAN BE SELF-SERVE OR MANAGED
Want media budget control
•
Want campaign transparency
•
Want to leverage CRM data
•
Want to link website analytics with campaign optimization
•
Have a strong understanding of your target market
•
Have dedicated staff for in-house trading
Education and Training are Key
•
A Strong DSP Partner Will Help
•
Managed Services Should be an Option
•
Ongoing Support is Necessary
MANAGED
•
•
•
•
•
MANAGED
Service Fees
Less Transparency
Reduced Control
Low Knowledge Required
Outsourced Labor
Third Party Expertise
MANAGED
•
•
•
•
•
SELF-SERVE
Lower Cost
More Transparency
Increased Control
Higher Knowledge Required
Requires Staffing
In-House Expertise
PICTURE?
and Native Advertising Are Key Formats to Focus on for 2015
•
Advertisers’ Provides An Untapped Goldmine of Opportunity
•
Strategies Becoming a Must-Have For Retailers
•
Will Become a New Standard for Performance Measurement
•
Deal Offerings Will Become The New Media Kit
•
Trading is the Way Of The Future For Marketers and Agencies Alike
Matt Sauls – VP, Operations
SiteScout, a Centro Company
