Real Time Bidding (RTB)

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DIRECT RESPONSE VS. BRANDING

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• Determine ideal campaign type through place in marketing funnel • Decide if goal is awareness or conversions • Utilize specific parameters to tailor the campaign to meet the

client’s objectives and optimize return on investment

How do you decide?

Direct Response Branding

Also Known as Targeted Campaign Lifestyle Campaign

Billing Method Impression/Performance Based Impressions Based

Target Parameters Light Heavy

Optimization Heavy Light

Creative Strategy

Standard Strong call-to-action

Optimized landing page

High impact, emotional Rich media or Experiential

Direct Site Buy Light if at all Heavy

RTB/DSP Buy Heavy Light

Media Channels Display, Mobile, Video, Social

Media Strategies

Cost Effective Methods Greatest Profitability

Extremely Measurable In-depth Reporting

High CPM's

ROI over long period of time Scarcity on Reporting

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• Direct Response (DR) campaigns are about building a customer database, making more sales, quick returns, etc.

• DR campaigns include strong calls-to-action

• 51% of advertisers will increase their DR ad spending in 2013*

• 1 in 4 advertisers will increase DR spending by over 20% this year*

• DR advertising is never going to be 'plug and play' and has always been heavily built on data

• Real-Time Bidding amplifies your potential efficiency based on quick feedback, opportunity

What is Direct Response ?

*2013 Nielsen Research

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WHAT IS RTB? Real Time Bidding Platform

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Buying ad impressions in bulk (Guaranteed)

VS.

Individual audience auctioned off to the highest bidder

(Real-Time Bidding or RTB)

What is the RTB Difference?

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RTB-Based Ad Spend Growth Y/T

Citi Research, IDC 2013

Direct to Publisher Real-Time bidding

Targeting Website Content Specific Audience

Supply Guaranteed Non-Guaranteed

Workflow Manual Programmatic

Ways RTB Differs From Direct Buys

Click to edit Master title style How does it work?

Bid on the SPECIFIC TRAFFIC you want.

Constant optimization across parameters, pre- and mid-flight

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QUALIFY AUDIENCE Targeting includes:

• Demographic targeting

• Contextual Targeting

• Retargeting

• Lifestyle (e.g. skier)

• Past purchases .(offline and online)

• Geographic

• Social Behavior

• Semantic

Similar to SEM Keyword Bidding, but with RTB

you are purchasing targeted viewership

Click to edit Master title style How we get it done?

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• Over 40 data partners

• Wide Span across 100% of online publishers

• Turn-key solution, no added complexities

• No costly monthly minimum requirements

• Run across multiple verticals (display, social, mobile, video)

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Some of our noteworthy accomplishments:

• Auto - Improved CTR 24.32% and CPA by 12.13%

• Home Furnishing - From 2011 to 2012, ROAS increased 87% and cost per sale dropped 48%

• Local Retailer - 146% lift in CTR and 58% reduction in CPC

• Pharmaceutical - Over the course of 4 months, click through rate increased by 61%

What have we done?

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INTEGRATED CAMPAIGNS

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• Real-time, impression-level bidding can re-target site drop-off audience in a more powerful and scalable fashion by more accurately identifying and targeting desired customer behavior.

• Whether the Client is currently running a digital campaign or looking to capitalize on site traffic, RTB can reach set goals

• By placing a retargeting pixel on the site, any consumer that visits but does not complete the goal action will be added to a RTB Trading Desk.

• By following them throughout the web, relevant ads will be strategically placed to lure them back to the site.

What else can RTB do?

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TRAFFIQ CAPABILITIES Let Us Help You Accomplish your Goals and Objectives

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• Founded as a technology company with a self-serve digital ad platform, TRAFFIQ evolved into a full service digital media agency

• Diverse in digital solutions, audience targeting, multicultural and market developments

• Combining a strategic perspective and tactical approach to optimize campaigns

• Professional service team with core knowledge and large agency experience

• Serving clients directly and partnering with agencies for Fortune 500 – 1,000 clients

• Extensive knowledge of how digital fits into overall mix and evolving trends

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Who we are?

Client Leadership

RTB Trading

Desk

Creative Thinking

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1. High-tech background Keen understanding of digital landscape changes

2. Agile, small agency with large agency experience Staff pulled from includes Razorfish, Omnicom and IPG

3. Success driven Constant focus on ROI

4. Diverse media planning Multi-channel & Multicultural expertise

5. Wide range of industry relationships 100% Internet publisher reach, 40+ technology providers & RTB platform

6. Geo-targeted approach Experience in National advertising with a local focus

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6 Core Strengths

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TRAFFIQ provides end-to-end solutions:

Digital media planning and buying

Search engine management (SEM)

Search engine optimization (SEO)

Social, mobile and video

Local/National interest

Affiliate marketing

Ad operations

Pacing and optimizations

Analytics and reporting

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Reach the right audience:

Behavioral/psychographic targeting

Demographic targeting

Geographic targeting

Retargeting

No audience is ever excluded:

Business-to-Consumer

Business-to-Business

TRAFFIQ Offerings

Industry Experience

Pharmaceutical

Retail

Auto

Home Furnishings

Finance

Travel

Healthcare

Entertainment

And More

THANK YOU

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Michael Ackerman

Director, Business Development

C. 646-254-6565

E. mackerman@traffiq.com

www.TRAFFIQ.com