The changing landscape of display & what smart marketers need to know
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This document provides an overview and agenda for a webinar on how display advertising has evolved and what smart marketers need to know. The webinar will include presentations from representatives of Netmining, Chango Inc, and Evidon on topics such as the real-time bidding environment, the role of big data and programmatic buying, audience targeting via real-time bidding, and the importance of transparency and consumer privacy in online advertising.
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The changing landscape of display & what smart marketers need to know
- 1. How Display Advertising Has Evolved and What Smart Marketers Need to Know Thank You for joining, we will begin momentarily. January 24, 2013
- 2. Agenda Welcome & Housekeeping (IAB) Overview on Display Ad Revenue Speakers ● Jonathan Schwartz, Vice President East Coast Sales at Netmining ● Introduction on how media has evolved, and where we currently are with an intro to the RTB environment, and a “non-Luma” chart on the display ecosystem. ● Dax Hamman, Chief Revenue Officer at Chango Inc ● Explanation on how Big Data, Programmatic Buying, and FBX all play a role in this new world of buying & selling. ● Amy King, VP, Product Marketing at Evidon ● The Value of Revealing the Invisible Web. ● Todd Ruback, Chief Privacy Officer at Evidon ● U.S. Self-Regulatory Program (AdChoices) and what Privacy Online means for publishers. Q&A
- 3. Questions? Please type questions into the question and/or chat feature
- 4. How Display Advertising Has Evolved and What Smart Marketers Need to Know Netmining Jonathan Schwartz, Vice President East Coast Sales
- 5. Thank You Q&A This webinar will be made available on iab.net/events_training/interactive_insights_webinars Please contact [email protected] with questions.
- 6. HOW DID WE GET HERE?
- 7. HOW DID WE GET HERE?
- 8. HOW DID WE GET HERE?
- 9. HOW DID WE GET HERE?
- 10. HOW RTB WORKS
- 11. WHY RTB MATTERS
- 12. DECODING MYTHS RTB DOES NOT RTB DOES NOT RTB DOES NOT EQUAL EQUAL EXCHANGE EQUAL REMNANT INVENTORY LOW QUALITY
- 13. THE ECOSYSTEM
- 14. AUDIENCE TARGETING VIA RTB
- 15. AUDIENCE TARGETING FOR BRANDING Marketer’s Challenge Solution Offline/Online Measurement On-demand consumer RTB – valuing Multiple devices individual users and Entertainment tune- Fragmented content minimizing waste ins consumption habits Ability to predict In-store consumer users mindset with a behavior combo of data + context Auto registrations Rich creative canvas
- 16. How Display Advertising Has Evolved and What Smart Marketers Need to Know Chango Dax Hamman, Chief Revenue Officer
- 17. The new paradigm Data (who) Media (where)
- 19. Big Data simply means „more data‟, lots of it to be precise. And it‟s unstructured and somewhat scattered. So the promise of „Programmatic Marketing‟ is to make big data actionable, and make our marketing programs more efficient.
- 20. Data is everywhere! 300m profiles Search data 3rd party data Conversions Your CRM Site visits site data Conversions
- 21. It’s only getting more important
- 22. When is an ad network, not an ad network? When it’s an ad network!
- 24. What do I buy? Speaker Logo Here
- 26. And now there is FBX FBX is more than another media exchange.
- 27. ✔ Lower CPMs ✔ Requires less impressions ✔ Quicker to convert ✔ Search data + FBX = highest ROI Campaign data is showing positive results for buyers, a very attractive time to try. Opinion is that this will not cause a sustainable decline in CPM.
- 29. How Display Advertising Has Evolved and What Smart Marketers Need to Know Evidon Amy King, VP, Product Marketing Todd Ruback, Chief Privacy Officer
- 30. Over $500 Billion At Stake In Online Marketing by 2015 • Billions of Venture Online Display Advertising Capital dollars eCommerce invested $469+ billion $30+ billion • Crowded and chaotic space Web Measurement & Analytics • Significant growth Big Data $16+ billion in each market $3 billion segment 2015 Market Size Estimates: Sources: Forrester Research, eMarketer – eCommerce US only, comScore, IDC
- 31. A lot of opportunity in “the invisible web”…
- 32. …and a lot of ramifications… Privacy Not fully transparent Has no opt-out with consumers Takes long to load Unknown to half the sites where it collects data
- 33. People not only care about transparency, they reward it of consumers say they’re 48% more likely to purchase from companies that give them transparency and control* * Survey conducted by Toluna, published in “Cookies Outlook Begins to Clear,” Marketing Week, 13 June 2012.
- 34. U.S. Self-Regulatory Program (AdChoices) = Think: Nutritional label for ads
- 35. The DAA Principles • Education • Transparency • Consumer Control • Data Security • Material Change to Existing OBA Policy/Practices • Sensitive Data • Accountability
- 36. DAA Program Timeline JULY OCTOBER JUNE OCTOBER DAA publishes Icon program launches DAA announces 11 million+ monthly visits to OBA Practice Principles 100 program www.YourAdChoices.com participants NOVEMBER COOP page live to Web 2009 2010 2011 2012 NEXT UP •Mobile •Browser-based Control Mechanisms •Continued Global Expansion NOVEMBER FEBRUARY DAA publishes White House Multi-Site Data Principles Event & Support MARCH Global licensing programs (Europe, Canada)
- 37. Time to Get with the Program Investigation can cost $100k or worse Active enforcement now
- 38. What You Need to Do US AdChoices Program 1. Audit/monitor tracking on sites 2. License icon from DAA • Advertiser ($5,500/year at aboutads.info) 3. Disclose everything clearly to consumers on sites/in ads 4. Give consumers control, including opt-out
- 39. Disclose on Websites… Easy opt-out from each; reporting proves that the request has been sent Rich detail on each collector available
- 40. …and in Ads 1 2 All vendors contributing targeting to ad
- 41. New COPPA Rule • Effective July 1, 2013 • PI now includes use of “persistent identifiers” like cookies, geo-location, photos, screen names and more • Applies to website operators and third parties (eg, networks) who have actual knowledge that site is directed at children under 13 • Site operators “strictly liable” for third parties on their site • Must inform parents and obtain parental consent (new mechanisms coming)
- 42. More privacy protection with • 17 million downloads • Consumers learn about tracking and/or block it • 7 million active monthly GhostRank panel • Tracks 2,800 different types of objects from over 1,200 companies on over 150mm URLs worldwide • Sees data web scanners alone miss
- 43. …that helps business too… Performance and data security Not fully transparent Has no opt-out with consumers Takes long to load Unknown to half the sites where it collects data
- 44. Transparency means revenue • 50+ trackers • Take 2+ seconds to load
- 45. Faster Pages Drive Better Results—Walmart • Factoid 1: Extensively A/B tested page performance and published a study showing 100 millisecond delay = 1% drop in revenue • Factoid 2: Search Engines A/B tested performance and found that a 500 millisecond delay caused a 20% drop in traffic. • Factoid 3: In an experiment across multiple retailers, a 1 second delay caused a 7% decline in conversion http://www.webperformancetoday.com/2012/02/28/4-awesome-slides-showing-how-page-speed- correlates-to-business-metrics-at-walmart-com/
- 46. Transparency means revenue • One tracker leads to another spawns • Need full visibility spawns and data control Not Authorized! • Means higher cpm
- 47. What You Need to Do Website Control to Protect Revenue 1. Audit/monitor tracking on sites, know who is brought in by whom 2. Confirm what vendors on your site are allowed to collect and share 3. Regularly check performance of tags on your site 4. Give consumers control, including opt-out
Editor's Notes
- #3: ADD WHITE HOUSE EVENT Feb