Quantcast - Dublin Tour May 2014

20
Quantcast Template 2014 1 1 | Copyright 2014 Quantcast | 1 A Crash Course 16 May 2014 2 | Copyright 2014 Quantcast | Outcomes for the session You will gain an understanding of: The evolution of advertising What is Real Time Bidding? The Display Advertising Ecosystem Attribution – Our greatest challenge Real Time Advertising in Action

description

Real-Time Advertising Academy

Transcript of Quantcast - Dublin Tour May 2014

Page 1: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 1

1| Copyright 2014 Quantcast | 1

A Crash Course

16 May 2014

2| Copyright 2014 Quantcast |

Outcomes for the session

You will gain an understanding of:

• The evolution of advertising

• What is Real Time Bidding?

• The Display Advertising Ecosystem

• Attribution – Our greatest challenge

• Real Time Advertising in Action

Page 2: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 2

3| Copyright 2014 Quantcast | | Copyright 2014 Quantcast |

3

A world of information creates a

poverty of attention.Herbert Simon

1971

Page 3: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 3

Advertising Timeline

1994BANNERADS/GMAIL

2003GOOGLE ADSENSE

2007FACEBOOK/YOUTUBE

2008LINKEDIN

2009MOBILE APPS

2010TWITTER

2012FACEBOOK MOBILE

PPC 2000

1844MAGAZINES

NEWSPAPERS

1650

BILLBOARDS 1867

1872CATALOGS

PRINT PRE-DIGITAL

DIGITAL

POSTERS

Pre 1650

1941TV

DIRECT MAIL 1954

1922RADIO

Eric Schmidt

Every two days we create as much

information as we did from the dawn

of civilisation up until 2003.Eric Schmidt

Page 4: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 4

417Web Pages Per Person

3,000Web Pages a month

93Web Pages a Day

How can we find relevance in all of this?

10

The Challenge:

Web Pages1 Trillion

People2.4 Billion

A Connected Opportunity

Page 5: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 5

Global Ad Market

€373b2014

Estimate

Source: Bank of America Merrill Lynch & Magna Global

Digital Ad Market Global Ad Market

€86b €373b2014

Estimate

Source: Bank of America Merrill Lynch & Magna Global

Page 6: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 6

Programmatic/RTA Digital Ad Market Global Ad Market

€12b €86b €373b2014

Estimate

Source: Bank of America Merrill Lynch & Magna Global

X`

12| Copyright 2014 Quantcast |

The Imbalance in Online Spending TodaySearch Revenue Share Surpasses Actual Consumption

May-1412

4%Of time spent

searching

58%of spend on search

Sources: Nielsen Netview, Q3 2011; IAB AdSpend Study, H1 2013

Precise

Relevant

Accountable

Page 7: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 7

Target individuals rather than audiences

What is Real Time Bidding?

Entertainment News

Feb 2014

.0006seconds

Mar 2014

Jan 2014

Page 8: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 8

| Copyright 2013 Quantcast | Confidential

The Ecosystem

Publisher

Agency

How did this happen? – a brief history lesson…

Advertiser

Page 9: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 9

Ad network

Travel Retail

Autos Finance

Advertiser

Agency

The Ad Network business model

PublisherPublisherPublisherPublisher

Ad exchange

The shift to Real Time Advertising

Publisher

Advertiser

/Agency

Page 10: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 10

DSP SSPs1010101010

1010101010

1010101010

1010101010

What this looks like today

Advertiser

/Agency

Ad exchange Publisher

Ad network

Travel Retail

Autos Finance

Ad Exchanges: The Full Reach of Digital Media

Ads in all platforms

(desktop web, mobile,

video) are available in

exchanges

Page 11: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 11

Fragmentation• a lot of competition

• too many acronyms/jargon

False assumptions

• media bought on Exchanges is priced

lower

• Inventory available is poor quality

Kainotophobia

• fear of change

New industry

• RTB didn’t exist in 2009

Investment

• fuelled innovation which has resulted in the growth of display advertising

Efficiency and efficacy

• away from contextually traded media to audience traded media

• media buying teams now have the tools and time to do strategic thinking and focus on client relationships

Prediction

• RTB Spend to Grow 51% Annually Through 2017 (Source: IDC Oct

2013)

What does this mean for you?

| Copyright 2013 Quantcast | Confidential

State of attribution today

Page 12: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 12

Konrad’s story

Quantcast – IAB Data 245/27/2014

Page 13: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 13

Quantcast – IAB Data 255/27/2014

26| Copyright 2014 Quantcast |

The consumer’s journey includes many touchpointsOpportunities and Challenges

Visit ConversionSearch

Page 14: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 14

27| Copyright 2014 Quantcast |

Last view attribution is limiting

Visit Conversion

Multiple partners on plan “fight” to get the last touch

All upper funnel activity is missed

Search

28| Copyright 2014 Quantcast |

Challenges persist with last touch attribution

Visit Conversion

Surge in (useless) ad impressions

Prospecting value is not recognised

Multiple partners on plan “fight” to get the last touch

All upper funnel activity is missed

Search

Page 15: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 15

29| Copyright 2014 Quantcast |

Attribution models overview

Last Touch

First Touch

Multi/Linear

Custom or Rule-Based

Statistical Model

Simple models Complex models

30| Copyright 2014 Quantcast |

Incorporating site visits is crucial

to measuring prospecting and for better optimisations

Visit Conversion

Retargeting pushes existing visitors to conversions

New prospects drive incremental conversions at scale

Search

Prospecting Retargeting

Page 16: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 16

31| Copyright 2014 Quantcast |

Using site visits and conversions in

attribution models: Split Funnel

Visit Conversion

Last View

Before Visit

Last

View Before

Conversion

Spit Credit for Each Conversion1You Decide How to Divide Credit2

| Copyright 2013 Quantcast | Confidential

RTA in Action

Page 17: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 17

About Quantcast

The most effective advertising from the people who really get audiences

Directly measuring audiences spanning

hundreds of millions of web destinations.

Quantcast Measure

Advertising that acts on real-time

audience behaviour.

Quantcast Advertise

Knows your customer’s next move, so

you can make yours first.

Measures millions of customer

behaviours in the moment.

34| Copyright 2014 Quantcast |

Predictive Intelligence

Measures millions of customer behaviours in the moment.

Big Data

RAW INTERNET DATA ANALYSED DATA

Complete Targeting

Better converts those you’ve already encountered + finds new ones you’ve yet to meet

REAL-TIME ADVERTISING

Knows your customers’ next move

Page 18: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 18

35| Copyright 2014 Quantcast |

Finding new customers for O2

| Copyright 2014 Quantcast | Confidential

ChallengeDrive new customer acquisition for its Prepay SIM product.

Quantcast SolutionUsing Big Data, Quantcast worked with Mediavest to build a

real-time audience model of O2’s best customers . We

applied the model tor target similar consumers via real-time

bidding (RTB) display advertising.

&

Prospecting Reach Rate Cost Per Acquisition

10% Below target

90%Of the targets reached were new to O2

“Quantcast exceeded our expectations. Their ability to

convert new customers in a more cost-effective way has

allowed us to achieve a healthy ROI. The post-campaign

reports gave valuable added insights, which will feed

into other aspects of our strategy going forward.”

Brian CurtinDigital Marketing Manager, O2 Ireland

36| Copyright 2014 Quantcast |

Finding New Donors Online

| Copyright 2013 Quantcast | Confidential

ChallengeIncrease the number of high-value online donations during the

crisis immediately following Typhoon Haiyan.

Quantcast SolutionWhen disaster struck, new creative was quickly deployed

across Quantcast’s live campaigns to raise awareness.

Quantcast’s custom audience profile and real-time bidding

rapidly adapted to the shifting profile of new donors,

enabling Concern Worldwide to more quickly and effectively

reach similar online consumers across the Web.

a

Which

Quantcast generated Provided aid for

400Fishing families

€85,000

Revenue

606%

ROI

At

Quantcast exceeded expectations by delivering a CPA 83% below goal. During a disaster relief campaign, their model adapted to a changing donor profile delivering a significant boost in conversions.

Adrian O’FlynnDigital Marketing Manager

Page 19: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 19

| Copyright 2013 Quantcast | Confidential

Wrap up

The industrial

Revolution of Advertising

is upon us.

Page 20: Quantcast - Dublin Tour May 2014

Quantcast Template 2014 20

39| Copyright 2014 Quantcast |

RTA Takeaways

- Massive growth

- Incredibly efficient

- Delivers Relevance

- Need to move away from last touch attribution

| Copyright 2014 Quantcast |

Thank You.

Michael O’ConnellDemand Generation Manager, EMEA

+353-(0)[email protected]@mike_oconnell