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Achieving the Impossible with RTBPaul Gill - Head of RTB

Specialist programmatic agency

First UK Doubleclick RTB

premium partner agency

Managing campaigns in more

than 37 languages

Bid.Media

What is RTB?

Why go programmatic?

Key decisions

Campaign strategy

Optimisation

Agenda

History of display

1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

History of Display

First banner ad launched

First ad server

launched

Ad spend increases

significantly

First Ad Exchange launches

RTB becomes mainstream

Ad networks dominate market

Google acquires Doubleclick

What is RTB?

RTB is…

Advertising through:

Display banners

– Static

– Rich media

Videos

Many other options

What is Real-Time Bidding?

Targeting the user visiting a website not just the website itself

RTB is:

“real-time, impression by impression based decision making”

What's Different?

Work with multiple 3rd party browsing data companies

How Do We Recognise a User?

Intelligent targeting

Audience Choices:

Audience Data

Behaviour data

1st party data

Lifestyle choices

Social interests

Consumer intent

Past purchase

Traditional Display Strategy

Remarketing Direct dealsAd Networks

Complete RTB Strategy

Keyword/ Site Targeting

RemarketingAudience Targeting

Why Go Programmatic?

Only pay for the valuable impressions

Traditional Display Vs. RTB

Purchasing in bulk even though each impression has different value to campaign

Vs.£10 CPM

£1.20 £1.65 £3.12

£1.08 £0.64

£0.88 £0.23

£2.12

£0.77 £1.65 £3.12

Purchase impressions based on their individual worth and only those which are valuable

Fast, wider reaching advertising

Branding/ direct response requirements

Traditional display issues

Diminishing returns on other channels

Why Go Programmatic?

Key Supplier Questions

Choose your agency/ DSP providers

Targeting capabilities

Transparency

Multilingual approach

Video / mobile advertising

Challenge Everything

Campaign Strategy

Creating a Strategy

Establish Goals

Multilingual Strategy

Creative Strategy

Mother tongue speakers

Contextual targeting

Cultural considerations

Competition

Creative strategy

Publishers and audiences considerations

Multilingual Strategy

Multilingual Strategy

Optimisation

Audience Bid Management

Purchase Intent

Browsing Behaviour

Age

Gender

CPM

Utilising Audience Data

Original Ad Socially driven ad

Vs.

20% Improvement in CTROriginal Ad

Performance Trends

Performance Trends

Challenge everything

Test, test, test

Define your programmatic strategy

Achieve unmatched ROI

In Summary

Thank you for listening