The Invite Media PlaybookA User’s Guide
300 x 250
Audience Buying
Real-Time Bidding
Ad Networks
Ad Exchanges
Demand-Side Platforms
Agency Trading Desks
Key Takeaways
The Consumer’s Journey
Real-Time Bidding Strategies
Generating Insights
Key Takeaways
The Display Ad Ecosystem
Advancing Your Strategies with Invite Media
Components for Success
Getting Started
Consolidating Your Buy
Optimization
Brand Safety
Recency
DSP Evaluation
Key Takeaways
PA
RT
1P
AR
T 2
PA
RT
3
1.1
1.5
1.9
1.11
3.1
3.3
3.5
3.10
2.1
2.5
1.14
1.18
1.20
3.11
3.12
3.18
2.8
2.22
IntroductionFueled by an explosion of new technology, the universe of display advertising continues to expand and evolve, continually improving how marketers approach their creative as well as the ways that ads themselves are bought and sold.
At the most basic level, these innovations are creating:
Better ways of buying:�0DUNHWHUV�DQG�DJHQFLHV�FDQ�UHDFK�FRQVXPHUV�PRUH�HHFWLYHO\�ZLWK�PRUH�SUHFLVH�DXGLHQFH�EX\LQJ�DQG�HɝFLHQW�UHDO�WLPH�ELGGLQJ�WHFKQRORJLHV�
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More places to connect:�:LGHVSUHDG�XVH�RI�PRELOH�DQG�YLGHR�KDV�FKDQJHG�KRZ�FRQVXPHUV�FRPPXQLFDWHȃDQG�H[SDQGHG�KRZ�DQG�ZKHUH�DGYHUWLVHUV�FDQ�UHDFK�WKHP�
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In this playbook, we will explore:
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The Invite Media Team
The Display Ad Ecosystem
Eric Schmidt([HFXWLYH�&KDLUPDQ� *RRJOH��LQ�$GZHHN�
Display advertising can be a $200 billion industry in less than 10 years.
“
”
Whether building a brand or selling a product, all
marketers have one thing in common: They have
WR�ȴQG�DQG�UHDFK�H[DFWO\�WKH�ULJKW�FXVWRPHU�DW�the right time.
Context Audience BuyingAudience
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As audience data EHFDPH�PRUH�ZLGHO\�DYDLODEOH��PDUNHWHUV�FRXOG�WDUJHW�WKHLU�DXGLHQFHV�GLUHFWO\�EDVHG�on data about their LQWHUHVWV��GHPRJUDSKLFV��SXUFKDVH�EHKDYLRU� DQG�PRUH�
1RZ�DGYHUWLVHUV�FDQ�EXLOG�SURȴOHV�RI�their exact customer segments and reach them as consumers YLVLW�D�YDULHW\�RI�VLWHV�DFURVV�WKH�ZHE��
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How It Came to Be
1.1
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Audience Buying
.
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First-Party Data
Search Retargeting
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Third-Party Data
Intent
Social
Other
Interests
Demographics
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Key types of audience data used in targeting display ads
There has been an explosion in the types of data available to
advertisers who want to do audience buying.
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The mechanics of third-party data
How Audience Buying Works
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Data CollectionPixel
Data Stored inCookies
& AggregatedData
SegmentedData MadeAccessible
Data Usedin Targeting
Data Sources Data Aggregators Into the Hands of Buyers
Publishers Users DSPs AgenciesNetworks
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Food for Thought
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Key Takeaways
* Source: Google Internal data based on all DoubleClick Ad Exchange campaigns from April to May 2011.
Invite Media by Google 7KH�'LVSOD\�$G�(FRV\VWHP Audience Buying 1.4
Real-time bidding (RTB) is a new technology that
allows buyers to evaluate, bid on and purchase ad
inventory on an impression-by-impression basis.
Real-Time Bidding
1.5
Exchanges Data RTB
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User VisitsWeb Page
Auction
ImpressionOpportunity
Evaluated &
Bid Decision Made
Winning AdServed
ImpressionAnnounced
100milliseconds
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An RTB API A real-time bidder
How Real-Time Bidding WorksThe two components of RTB: The pipe and the brain
From page-load to ad served in 100 milliseconds
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RTB Buy Flat CPM Buy
Flat CPM Buyoverpays for impressions
Flat CPM Buy is unable toaccess valuable impressions
BID
TIME
* Source: Google Internal data based on all DoubleClick Ad Exchange campaigns from April to May 2011.
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Who connects to RTB technology?
RTB in action
Food for Thought
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Key Takeaways
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An ad network is a group of publishers (often
hundreds of thousands of them) that have
relationships with a media company.
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Ad Networks
1.9
Lack of Access Ad NetworksInventory Surplus
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Key Considerations
Ad networks continue to evolve.
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Traditional
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Adaptive
Key Takeaways
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Ad Exchanges
An ad exchange is an open marketplace that enables
buyers and sellers to transact for ad inventory in
real time.
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1.11
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Finding Supply Ad ExchangesOverwhelmed
Publishers
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How It Came to Be
Decision-making and allocation
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Agency Trading Desks
Advertisers/Agencies
People
Networks
People +Platform
People +Platform
DSPs
Platform
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Who buys on exchanges?
How Ad Exchanges Work
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Key Considerations
Key Takeaways
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Demand-Side Platforms
A demand-side platform (DSP) is a technology
platform that allows buyers to use dynamic bidding
and optimization to scale media buying across many
ad marketplaces, such as ad exchanges.
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How It Came to Be
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Integration
DSP service teams
Real-time bidder
Ad networks
User interface
Agency trading desks and advertisers
A DSP has three layers of technology.
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How It Works
Who uses a DSP?
Control
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Improved performance
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Data access
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Key Takeaways
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Scale matters.
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Context is crucial.
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Transparency is essential.
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Important Themes When Considering a DSP
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Vet and contract with
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Operate and maximize
DSP technology
Evolve platform
development and strategy
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Agency Trading Desks
An agency trading desk is a dedicated service within
an agency, that operates demand-side platforms on
behalf of the agency’s clients.
How It Works
Invite Media by Google 7KH�'LVSOD\�$G�(FRV\VWHP Agency Trading Desks 1.18
Invite Media by Google 7KH�'LVSOD\�$G�(FRV\VWHP Agency Trading Desks 1.19
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Key Considerations
Key Takeaways
Greater customer alignment
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Integrated insights
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Transparency
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Greater buying and negotiating power
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Key TakeawaysThe Display Ad Ecosystem:
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Advancing Your Strategies with Invite Media
2011 was a phenomenal year for Invite and our customers as we VKDUHG�LQ�WKH�EHQHȴWV�of being part of the Google machinery. The team, product and road map point to a very bright future. It’s full steam ahead on all fronts in 2012!
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The Consumer Journey
We are learning more and more about the consumer
decision journey.
Consumer considers initial set of brands according to brand perceptions and exposure to recent touch points
Consumer adds or subtracts brands as they determine what they want
Consumer selects a brand
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Activeevaluation
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In three key steps, Invite Media can help you align marketing tactics with the consumer’s decision journey.
STEP 1
STEP 2
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Get in the initial
consideration set
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Key tactics
Key tactics
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Real-Time Bidding Strategies
Invite Media’s Bid Manager Algorithm is a real-time
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Age: 35Income: $60K/yrRecent history: weather.com
Location: Miami
Prediction: 5% likelihood of clicking
Expected value: $.15
Goal: $3 CPCAge: 35Income: $60K/yrRecent history: weather.com
Location: Chicago
Prediction: 80% likelihood of clicking
Expected value: $2.40
Impression 1
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Buyers can apply one of two principal bidding strategies depending on their goals.
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Generating Insights
Understanding what is and isn’t working is a
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Understand performance by daypart
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Illustrative example: Group by hour of day
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What can you do with this data?
HOUR OF DAY
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Capture new opportunities
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Using reporting for new audience insights:
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Determine overlap between pixeled users and third-party
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Dissect how third-party segments perform
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Data Provider A: Females 18–34
Data Provider B: In-Market luxury Fashion
Data Provider A: Males 18–34
Impressions Booking Rate
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Illustrative example: Audience and performance overlap
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Best Practices:
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How does the report identify overlap users?
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What can you do with this data?
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Look-alike Modeling
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What can you do with this data?
Remarketing Pixel Segment: Browse Product Main Page
35K
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Illustrative example: Remarketing segment—uniques
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Segment Uniques
Understand existing segment size
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Getting Started
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Today we see many marketers using multiple
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Multiple vendors increases your cost
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Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV Consolidating Your Buy 3.4
3.5
Launch day (L)
L to L+3 days
14 days from end
Final day (F)
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manual optimization strategies to maximize
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Optimization
Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV Optimization
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Timing Campaign Life Cycle Marker
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tasks to keep in mind are:
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Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV Optimization 3.7
Bid optimization
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Frequency optimization
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Site list optimization
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Geo optimization
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Creative optimization
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Daypart optimization
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General thinking about routine optimizations
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When using reporting to inform these manual optimizations:
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Address performance before pacing.
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Address performance before pacing.
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Address performance before pacing.
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Common tips for guiding campaign optimization
Optimize to capitalize on momentum
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Not achieving goal
3.8Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV Optimization
Address pacing.
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Explore opportunities to add new
budget to campaigns, and look to
make predictable optimizations
that can enhance performance.
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Explore opportunities to add new
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Explore opportunities to add new
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Address pacing.
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Explore opportunities to add new
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make predictable optimizations
that can enhance performance.
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Invite Media by Google �&RPSRQHQWV�IRU�6XFFHVV Optimization 3.9
Achieving goal Exceeding goal
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Quality of Exchange Inventory
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Invite Media by Google �&RPSRQHQWV�IRU�6XFFHVV Brand Safety 3.10
Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV Recency 3.11
Recency
Users who most recently visited an advertiser’s site convert more often and at a lower CPA than those who visited less recently.
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With the proliferation of DSPs in the marketplace,
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Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV DSP Evaluation 3.12
Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV DSP Evaluation 3.13
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What are some important criteria to consider when choosing a DSP?
Reporting:
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Service:
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Long-term
viability:
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Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV DSP Evaluation 3.14
Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV DSP Evaluation 3.15
Normalize basic campaign details. /HQJWK�RI�ȵLJKW��FDPSDLJQ�EXGJHWV��FUHDWLYH�FRQFHSWV��DG�VL]HV�DQG�KRZ�ORQJ�SL[HOV�DUH�XS��LI�UHPDUNHWLQJ�LV�D�FRPSRQHQW��DOO�VKRXOG�EH�HTXDOL]HG�
Test in isolation. &RQFXUUHQW�FDPSDLJQV�DLPHG�DW�WKH�VDPH�XVHU�EDVH�FDQ�FRQIXVH�LPSDFW�DQG�UHVXOWV��:H�UHFRPPHQG�WKDW�\RX�HLWKHU�VWDJJHU�WHVW�SHULRGV�RU�DVVLJQ�D�VDPSOH�RI�OLNH�'0$V�WR�HDFK�'63�
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Ensure that actions and results are repeatable. 7R�PLWLJDWH�WKH�OLNHOLKRRG�RI�IDOVH�SRVLWLYH�UHVXOWV��FRQGXFW�VHYHUDO�WHVWV�UHJDUGLQJ�WKH�VDPH�REMHFWLYH�ZLWK�HDFK�SDUW\���
The method for successful assessment will vary depending on the criteria you are evaluating.
DSP Evaluation Hints
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Tips for evaluating DSPs:
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!
Examples of commonly conducted tests and related setups:
Compare full-scale capabilities with regard to performance on a
cost-per-action metric.
Setup:
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TEST 1:
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Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV DSP Evaluation 3.16
Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV DSP Evaluation 3.17
Understand which platform’s algorithm provides the best
performance on a cost-per-click basis.
Setup:
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Remember, your Invite Media account team is a great resource for ideating around platform evaluation, tests and discussing best practices.
TEST 2:
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Key Takeaways
Consolidated BuyingΖQYHVWLQJ�LQ�FRQVROLGDWLRQ�ZLWK�RQH�XQLYHUVDO�EX\LQJ�SODWIRUP�FDQ�SURYLGH�JUHDWHU�YDOXH�DQG�EHQHȴWV�WR�ORQJ�WHUP�JURZWK�
Campaign Optimization8WLOL]H�ERWK�PDQXDO�DQG�DXWR�RSWLPL]DWLRQ�WR�DFFHOHUDWH�SURJUHVV�WRZDUG� FDPSDLJQ�REMHFWLYHV�
Brand SafetyΖQYLWH�0HGLD�EHOLHYHV�LQ�SURYLGLQJ�FXVWRPHUV�ZLWK�DV�PXFK�WUDQVSDUHQF\�DV�SRVVLEOH�FRQFHUQLQJ�ZKHUH�WKHLU�DGV�DSSHDUHG�DQG�ZKHWKHU�WKH\�ZHUH�VHHQ�
Recency8VH�UHFHQF\�SL[HOV�WR�ELG�PRUH�DJJUHVVLYHO\�RQ�WKH�PRVW�UHFHQW�YLVLWRUV�ZKLOH�DWWULEXWLQJ� D�ORZHU�ELG�WR�DQ�ROGHU�YLVLWRU�EDVH�
DSP Evaluation&RQGXFW�D�FRPSUHKHQVLYH�H[SORUDWLRQ�WR�VHOHFW�D�'63�WKDW�LV�WKH�EHVW�ȴW�IRU�\RXU�RUJDQL]DWLRQ�DQG�QHHGV�
Components for Success:
Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV Key Takeaways 3.18
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