Introduction

The future of Online Marketing

Display is a huge and rapidly growing opportunity

Source: Google Market Metrics data. Data for NACE 2011.

Traditional offline media including Print & Classified spend

% growth rates are YoY for 2011-2012

USA: Increase of RTB by Forrester in 2011

RTB in the Netherlands

12% increase

in Display 2011

25% = RTB

budget 2012

46% of advertisers

looking to increase

their budget for

RTB

The landscape is changing

Advertiser

Advertiser

Publisher

Publisher

Network

Media Agent

DSP SSP

DMP

2007:

2012:

RTB

Current landscape USA - Europe

- Deal with many, many

parties….

- Integration and reliability

Advertiser versus Publisher

- Are you really reaching your

audience?

- Can you re-use your data (re-

market)?

- Real time optimization?

The eco system has changed: Everyone wants to take a cut

Display will become real-time:

Price

Real-Time

Bidding

User

Data

Message

Dynamic Ads

Targeting

Real Time Bidding Price

eCPM

Target

Audience

General

Audience

Bank

Travel

Telco

Publishers

• Extend your non-premium inventory

• Network independent

• Increased relevance so decreased irritation

• Higher eCPMs

Advertisers

• The real online buying model

• Less media waste

• Increased relevancy

• Higher ROI

• Extend your non-premium inventory

• Network independent

• Increased relevance so decreased irritation

• Higher eCPMs

RTB price and effectiveness

Visitor 17 is part

of audience

group of

Advertiser

Visitor 17 is part

of the

Advertisers

audience group

Visitor 2 & 3 are

not part of the

Advertisers

audience group

Red impressies are served by RTB

Benefits: • Dynamic pricing for both advertiser and publisher

• Identify buy/sell audience groups based on visitor

• Optimization based on actual performance of a campaign

• Determining value based on impression

User:

Data = Relevance

Own Data / Data buying

Example

• Telfort with Networks

• Re use of users with other

brands in a organization

Message

Direct Marketing

communication

Get the most out of your Data

with Real time bidding

Use what you know. Location,

Time, ‘Purchase’ Intent,

Sequences / Story telling

Yield optimization: Control and insights for publisher

Premium

SSP solution

Adexchange

Adsense

Increase the CPM value with DATA

Dynamic Allocation, maximum yield for every impression!

Every impression is turnover and will be

filled

Bringing it together

• Advertiser: buy what/who you like

• Publisher: open up & earn!

• Agents: Buy audiences, no ‘flat’ reach

• Consumer gets more: increased relevance, decreased

irritation

Watch out:

• RTB doesn’t equal instant success

• Advertisers: get your data buy back!

• Publishers’ look out for data leakage!

• General “brand protection”

• Cookie regulation