DataXu & PointRoll - AdMythbusters Webinar
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1 1 1 BUSTED: Top Myths about Rich Media and Exchange-Traded Media Presented by: Adrian Tompsett, Director of Business Development, @DataXu Adam Carroll, Director of Business Development, @PointRoll #AdMythbusters
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Digital marketing is evolving at lightning speed, resulting in a plethora of questions, myths, and preconceived notions across the ecosystem. One of the biggest questions: Can brands reach their audiences at scale with engaging rich media ads on exchange-traded inventory?Adrian Tompsett of DataXu and Adam Carroll of PointRoll teamed up to answer the big questions and extinguish common myths once and for all. The myths busted include:Myth: Expandables can’t run on exchange-traded mediaMyth: Exchange-traded media works best for direct-response advertisers – not for brand advertisersMyth: Campaign performance is best measured through CPA and CTRMyth: One size creative fits allFACT: Expandables have outperformed their static counterparts by an average of 40-50%, and in some cases as much as 120-180%
Transcript of DataXu & PointRoll - AdMythbusters Webinar
- 1.BUSTED: Top Myths about Rich Media andExchange-Traded Media Presented by:Adrian Tompsett, Director of Business Development, @DataXu Adam Carroll, Director of Business Development, @PointRoll#AdMythbusters1
2. Key Terms:Demand Side Platform: Software platforms used to access biddedand guaranteed digital media inventory sources (display, mobile, video &social), and connect with 3rd party audience data partners to enableoptimization, bidding, and campaign reporting, in real-timeReal-Time Bidding (RTB): Dynamic bidding at the impression levelExchange-Traded Media: Inventory available on a non-guaranteedbasis via RTBRich Media: Interactive banner ads that enables viewers to have a fullexperience with a brand, without leaving the page#AdMythbusters 2 3. #1You cant run expandable ads on exchange-traded media#AdMythbusters 3 4. There are more than 31 BILLION rich media readyimpressions available each month#AdMythbusters4 5. #AdMythbusters 5 6. #AdMythbusters 6 7. #AdMythbusters 7 8. #2DSPs are limited to remnantexchange traded media inventory#AdMythbusters 8 9. DSPs can run guaranteedand non-guaranteed inventory#AdMythbusters 9 10. #3DSPs are just for direct response campaigns.Campaign performance is best measured with CPA & CTR #AdMythbusters 10 11. Brands and performance advertisers can use DSPs to driveobjectives and KPIs like: brand engagement, video views, coupon downloads, and Shares and Likes. #AdMythbusters11 12. #4Serving your one, best creative will drive results! #AdMythbusters12 13. There is a best creative the one uniquely optimized for each consumer. #AdMythbusters13 14. #AdMythbusters 14 15. Case Study: Dynamic Ad GenerationFord targeted dealer information to specific geographic regions, delivering acustomized, relevant message by location, which lifted interaction rateperformance by 104%.Interaction Rate Ford Benchmark Ford Dynamic #AdMythbusters 15 16. Myths: BustedYou cant run expandables on exchange-traded mediaDSPs are limited to remnant exchange-traded media inventoryDSPs are just for direct response campaigns, and campaignperformance is best measured through CPA and CTRServing your one, best creative will drive results!16 17. Thank you!Questions?For More Information Contact:[email protected]
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