How To Generate Targeted Traffic With Real-Time Bidding

Ratko VidakovicDirector of Marketing, SiteScout

Agenda

• What is Real-Time Bidding (RTB)?• Why RTB Matters + How It’s Different• Beyond AdWords• RTB Targeting Tactics• Getting Started + Next Steps

What is Real-Time Bidding (RTB)?

Open Auction for Each Impression

Why RTB Matters

Growth of RTB

Source: Interactive Advertising Bureau and Price Waterhouse Cooper (2012)

Growth of RTB

Example Insertion Order (IO)

ControlledExecution

Hurdles to Direct Buys

• Budget (Commitment)• Ad Server–Creative control, auditable stats, etc.

• Negotiation Process (Pricing)• Management Complexity–Multiple direct buys get cumbersome

Benefits of RTB

• More accessible (depending on DSP)• Efficiency–Workflow (programmatic)–Pricing–Targeting (impression level)

• Reach (unparalleled)

Beyond AdWords

• Extent of Reach• Targeting Options• Freshness of Data• Pricing Options• Accessibility

RTB Targeting Tactics

Targeting Tactics

• Domain Level• Geography• Device and Browser• Contextual (e.g., pages related to “careers”)• Demographic (e.g., gender, age, education, …)• Retargeting (show ads to previous visitors) • Mobile (e.g., device type, carrier, app, GPS)

Domain Level Targeting *

Example: careerbuilder.com, monster.com, etc.

Geographic Targeting *

Geographically target your campaigns – Country, Region, or City

OS / Browser Targeting

Target ads on specific operating systems, devices, and browsers

Contextual Targeting *

Target only URLs (pages) that match your chosen contextual categories

Demographic Targeting *

Target audiences based on demographic, psychographic, and

behavioral data

Retargeting *

Show ads across the web to your visitors

Why Retargeting?

• Get a second chance to convert a visitor• Illusions of grandeur ($$$ budget)• Fantastic performance (ROI)• Build an asset by capturing visitor data• Up-sell and cross-sell to converted visitors• Leverage existing traffic sources!

Mobile Targeting

Target mobile devices by Operating System, Device, and Carrier

Ultimate Benefits of RTB

• Highly-targeted online display ads• Layer multiple target criteria• Vastly more efficient ad spend• Only buy the impressions you want• Fully transparent statistical data (many levels)• 1st and 3rd party data integration (targeting)• Access to 13 major exchanges (15B imps/day)

Getting Started – Next Steps

• Think about your target audience–Prep for demographic/contextual campaigns

• Place retargeting code on websites– Leverage existing traffic sources + build data

• Prepare banners ads for testing–Variety is the key– Test on AdWords using CPC to reduce risk

http://sitescout.com/rtbzeitgeist/

Thank You.

Ratko VidakovicEmail: ratko@sitescout.com