Ad Networks Case Study

8/4/2019 Ad Networks Case Study

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Ad Networks Study

Pros & Cons of Each PlatformBy The Center for Media Research

Conducted with InsightExpress

Materials in this document are CONFIDENTIAL and cannot be distributed or shared

with other parties without the explicit permission of The Center for Media Research



Contents

Page

Introduction 3

Background, Objectives 4

Research Methodology 5

Executive Summary 6

Research Summary 9Study Respondents 11

First Choice of Ad Networks 17

Best Uses of Ad Networks 20

Ad Network Spending 22

Ad Networks Requested by Clients 23Best Things Learned 24

Have Not Bought Digital 29

Where They Would Buy 31

Budget for Next 12 Months 34

Ad Networks StudyCopyright ©2010 Center for Media Research

2



Introduction


3

The Center for Media ResearchMediaPost

15 East 32 Street, 7th Floor

New York, NY 10016Contact: Chuck Martin, Director

[email protected]

mailto:[email protected]

mailto:[email protected]



Background, Objectives

To identify the reasons for buying advertising on AdNetworks, DSPs, and Premium Publishers to help media

planners, buyers, and brands :

See how budgets for each platform are being allocated in

the next 12 months

Compare results of those involved with ad networks tothe expectations of those not yet involved

Determine the pros and cons of each platform

Determine preferred ad network type by product category

Determine what each ad network is best used for


4



Research Methodology

Study conducted with MediaPost’s subscriber base* from

Sept. 17 to Sept. 29. A total of 275 respondents completed

the survey, with 208 having planning, buying, approving

responsibility.

*This MediaPost subscriber base is probably weighted toward online-involved companies and executives,

so it might not necessarily comprise a representative sample of the entire marketplace.


5



Executive Summary

The majority of those who plan, buy, approve mediawould buy Behavioral Targeted Ad Networks

Second choice would be Premium Publishers

Demand Side Platforms would not be first choice of ad

networks by any who buy, plan, approve media General Ad Networks are best used for maximizing

frequency of exposure

Behavioral Targeted Ad Networks are best used for

making most of budget and maximizing frequency of

exposure

Social Media Networks are best used for fostering

engagement


6



Executive Summary

Spending in General Ad Networks is going to decrease

Spending in Behavioral Targeted Ad Networks is going to

increase

Spending on Premium Publishers is going to remain the

same Spending on Demand Side Platforms will remain the

same, at five percent

Almost half of clients are requesting to buy social media

networks More than a third of clients are asking to buy Premium

Publishers and Behavioral Targeted Ad Networks


7



Executive Summary

The biggest things learned about each of the digital media

buying options are in the categories of targeting, value,

and expectations

Of those who have not bought digital ad networks, a

majority are familiar with General Ad Networks Of those who have not bought digital ad networks, most

are not familiar with Demand Side Platforms.

The top choice of those who have not bought digital ad

networks would be Behavioral Targeted Ad Network


8



Research Summary


9



Ad Networks vs

Premium Networks

10Ad Networks Study Copyright ©2010Center for Media Research



Agency

35%

Brand11%

Publisher14%

Ad server3%

Technology company11%

Research supplier5%

Other21%

MediaPost Respondents

N=275

Respondents come from categories of agency, brand, publisher,

technology company, ad server, and research supplier. ‘Other’

includes consultant, producer, nonprofit.

Study Respondents

11Ad Networks StudyCopyright ©2010 Center for Media Research



62%

51% 51%

24%

0%

20%

40%

60%

80%

100%

Plan Buy Approve None of the above

As part of your job, do you personallyplan, buy, or approve media?All Respo ndents

N=275

Of those who plan, buy, or approve media, most are involved in

the planning process and more than half buy or approve media.

Study Respondents




None36%

One4%

2-316%

4 or more44%

How many digital campaigns have you been personally responsiblefor purchasing media?

N=275

Sixty-four percent of respondents have been involved in one or

more digital campaigns, with 44 percent involved in four or more

campaigns. Thirty-six percent have not been involved in digitalcampaigns.

Involved vs. Not Involved in in Digital Campaigns




Director16%

Chairman/President, CEO,CMO, COO, CFO

16%

EVP, VP15%

Media Buyer, Planner o rSupervisor

14%

Brand/Marketing Manager8%

Sales7%

Consultant5%

Research5%

Account Management4%

Other10%

MediaPost Respondents

N=275

Respondents hold a range of titles, with almost a third (31%)

holding the titles of chairman/president, CEO, CMO, COO, CFO,

EVP, or VP. Fourteen percent have the title of media buyer,

planner, or supervisor and 8 percent brand/marketing manager.

Study Respondents




HAVE BOUGHT DIGITAL




Total

General Ad

Networks

Behavioral

Targeted Ad

Networks

Premium

Publishers

Demand Side

Platforms

(DSPs)

Social Media

Networks Other None of theseAdvertising 41 68% 37% 41% 10% 41% 20% 5%

Alcohol 8 13% 25% 50% 0% 25% 25% 0%

Apparel 17 47% 35% 59% 18% 24% 6% 0%

Automotive 33 76% 58% 48% 6% 27% 6% 0%

B2B 40 35% 33% 58% 5% 33% 15% 0%

Business Services 22 64% 18% 36% 14% 36% 9% 0%

Children’s 15 40% 20% 60% 13% 40% 0% 0%

Nonprofit 26 42% 31% 42% 0% 50% 8% 4%

Military 6 17% 50% 67% 17% 17% 0% 0%

CPG 25 64% 56% 56% 16% 60% 16% 0%

Education 32 41% 41% 47% 9% 66% 13% 3%

Electronics 23 43% 35% 61% 26% 30% 22% 0%

Entertainment 46 70% 39% 41% 7% 57% 9% 0%

Financial 34 68% 62% 47% 9% 29% 12% 0%

HealthCare 37 57% 46% 49% 5% 35% 22% 0%

Home Improvement 19 53% 47% 63% 0% 21% 11% 0%

Luxury 20 40% 30% 60% 5% 35% 15% 0%

Media 29 69% 48% 41% 10% 41% 14% 0%

Pharmaceutical 16 50% 63% 63% 13% 25% 31% 0%Restaurant 25 48% 36% 28% 8% 32% 20% 4%

Retail 34 59% 35% 41% 9% 44% 9% 0%

Technology 37 59% 41% 32% 11% 24% 8% 3%

Telecom 16 44% 69% 50% 13% 25% 6% 0%

Travel 41 59% 56% 56% 22% 44% 15% 2%

Utility 9 78% 33% 67% 33% 56% 11% 0%

Thinking about the digital media campaigns where you wereresponsible for purchasing the media, which have you have purchasedmedia on?

N=177


f



If you had to pick just one of the following places to buymedia, which would it be?

Across categories, the majority would buy Behavioral

Targeted Ad Networks, followed by Premium Publishers, and

General Ad Networks.

Demand Side Platforms (DSPs) were not selected as firstchoice by any respondents.

Social Media Networks were not selected as first choice by

any respondents except a one-time tie with General Ad

Networks

First Choice of Ad Networks


i h i f d k



By Category

Advertising: General Ad Network Alcohol: Premium Publishers Apparel Premium Publishers Automotive Behavioral Targeted Ad Network B2B Behavioral Targeted Ad Network Business Services Behavioral Targeted Ad Network Children’s Premium Publishers Nonprofit Behavioral Targeted Ad Network Military Premium Publishers

CPG Behavioral Targeted Ad Network Education Behavioral Targeted Ad Network Electronics Behavioral Targeted Ad Network Entertainment Behavioral Targeted Ad Network Financial Behavioral Targeted Ad Network Healthcare Behavioral Targeted Ad Network Home Improvement Behavioral Targeted Ad Network Luxury Premium Publishers Media Behavioral Targeted Ad Network Pharmaceutical Premium Publishers Restaurant Behavioral Targeted Ad Network Retail General Ad Network Technology Premium Publishers Telecom Behavioral Targeted Ad Network Travel Behavioral Targeted Ad Network

Utility General Ad Networks


18

Fi Ch i f Ad N k



TotalGeneral AdNetworks

Behavioral

Targeted AdNetworks

PremiumPublishers

Demand Side

Platforms(DSPs)

Social MediaNetworks Other None of these

Advertising 41 27% 24% 22% 2% 20% 5% 0%

Alcohol 8 13% 25% 50% 0% 0% 13% 0%

Apparel 17 29% 24% 35% 0% 12% 0% 0%

Automotive 33 18% 48% 21% 6% 3% 3% 0%

B2B 40 20% 28% 25% 10% 13% 5% 0%

Business Services 22 23% 27% 27% 9% 9% 5% 0%

Children’s 15 27% 13% 40% 7% 13% 0% 0%Nonprofit 26 23% 31% 19% 4% 23% 0% 0%

Military 6 17% 17% 33% 0% 33% 0% 0%

CPG 25 20% 32% 28% 12% 8% 0% 0%

Education 32 13% 34% 19% 3% 31% 0% 0%

Electronics 23 13% 39% 26% 9% 4% 4% 4%

Entertainment 46 26% 30% 22% 0% 17% 2% 2%

Financial 34 12% 59% 26% 3% 0% 0% 0%

HealthCare 37 11% 49% 30% 5% 5% 0% 0%

Home Improvement 19 16% 47% 32% 0% 0% 5% 0%Luxury 20 20% 10% 40% 5% 15% 10% 0%

Media 29 28% 34% 21% 3% 10% 3% 0%

Pharmaceutical 16 6% 25% 50% 13% 6% 0% 0%

Restaurant 25 20% 32% 20% 12% 12% 4% 0%

Retail 34 29% 18% 21% 9% 18% 6% 0%

Technology 37 19% 24% 32% 16% 5% 3% 0%

Telecom 16 19% 44% 13% 19% 6% 0% 0%

Travel 41 20% 37% 27% 5% 5% 7% 0%

Utility 9 33% 22% 33% 0% 11% 0% 0%

If you had to pick just one of the following places to buymedia, which would it be?

N=177


19Ad Networks Study Copyright ©2010Center for Media Research

B U f E h T f Ad N k



What Each is Best Used For

General Ad Network

Maximizing Frequency of Exposure

Behavioral Targeted Ad Network

Reaching Target Premium Publishers

Reaching Target, Generating Awareness

Demand Side Platforms (DSPs)

Making Most of Budget, Maximizing Frequency of

Exposure

Social Media Networks

Fostering Engagement

Best Uses of Each Type of Ad Network


20

B t U f E h T f Ad N t k



For each of the below, what they are

best used for?

N=177

General Ad

Networks

Behavioral

Targeted Ad

Networks

Premium

Publishers

Demand Side

Platforms (DSPs)

Social Media

NetworksOther

None of

these

Making the most of my budget 48% 37% 5% 10% 22% 3% 1%

Reaching my target 19% 64% 26% 6% 21% 2% 1%

Reaching purchasers 24% 50% 25% 6% 17% 4% 4%

Generating awareness 53% 20% 26% 8% 34% 2% 1%

Fostering engagement 12% 30% 25% 4% 54% 1% 1%

Maximizing frequency of exposure 55% 31% 15% 10% 24% 3% 1%

Driving searches 36% 29% 20% 7% 21% 10% 6%

Best Uses of Each Type of Ad Network




31

24

22

5

12

7

27

25

22

5

14

7

0

5

10

15

20

25

30

35

General Ad Networks Behavioral TargetedAd Networks

Premium Publ ishers Demand SidePlatforms (DSPs)

Social MediaNetworks

Other

What percentage of your total digital budget is going to each of these advertisingareas now and what do you expect in 12 months?

Now

In 12 months

N=177

Ad Network Spending Next 12 Months

Spending in General Ad Networks to Decrease

Spending in Behavioral Targeted Ad Networks to Increase




27%

37% 38%

9%

45%

11%

28%

0%

20%

40%

60%

80%

100%

General Ad Networks Behavioral Targeted AdNetworks

Premium Publishers Demand Side Platforms(DSPs)

Social Media Networks Other My clients don’t ask meto buy anything

specifically

Which of these do you have clients asking you to specifically buy?

Total

N=177

Ad Networks Requested by Clients

More Clients Requesting Social Media Networks, Premium

Publishers, and Behavioral Targeted Ad Networks




What are the best things you’ve learned about

each of the digital media buying options?

Targeting• It’s getting more precise and targeted

• Behavioral is so targeted but can backfire with content.

• Behavioral Targeting technology allows me to reach my audience where they are.

• I feel most secure with demographic and affinity targeting when I buy social media networks

• They all still have some way to go - better targeting and deeper level of transparency - reporting is good and ROItends to be better than most traditional marketing channels

• General ad networks give you the flexibility to target in a number of different manners and many ad networks now

offer social network placements and behavioral targeting technology.• How different options provide me with different ways to reach my target consumers. Additionally I've learned a lot

about my target consumers based on their behavior and online usage.

• Buying through a network which can split my buy on both a geo-targeted and a behaviorally-targeted basis saves methe trouble of contacting multiple publishers.

• That behavioral targeting can be extremely effective paired with the correct message.

• Targeting and ROI

• Measurement

• Targeting

• Premium, targeted ad networks can reach my audience at scale

• Flexibility & targeting

• ROI options. Customer profiling options. Retargeting

• They can be used to target specific users in a variety of ways

• Behavioral targeting is a great way to reach the right audience






Value• Everything has a price, technology, efficiency and impact- some more measurable than others

• DSPs offer the most reach, efficiency & flexibility

• Premium Publishers are the most effective.

• Premium allows for more engagement

• Easy to manage, pretty effective and easy to track ROI.

• The way to continually change the way you buy to be more efficient with your budgets.

• Each has a value proposition setting it apart from the others. Premium publishers are great for aligning a brand with to

create a strong image. General ad networks are ideal for efficiency and to a degree DSP are good for both efficiencyand targeting. Nothing compares to the combination of efficiency and effectiveness of behavioral targeting though.

• Each has a particular reach

• Coordinate creative with mass media flavor and identity

• You get what you pay for, this is why we work with reputable (only) networks that do not buy exchange inventory, alathe Specific Media's of the space.

• Remarketing technology is the biggest breakthrough for me this year

• Social Media works

• The difference between engagements and simple branding options - tangible versus intangible results

• Behavioral and profile targeting are fantastic for quantifying results to brands. General ad networks, demand-sideoptions, and premium publishers are great for generating brand awareness. Both are important depending on thebrand and specific brand objectives.

• Lead gen networks allow can be used for both dm and branding






Expectations• General Ad networks are so generic and hard to manage expectations and clients also want to know

what sites they were on"

• Reporting

• Contextual ad networks are the best e.g. contextweb

• Premium publishers, esp newspaper websites, offer the best reach to targeted audiences. The abilityto provide both massive reach and various targeting (demo, contextual, psychographic, geo,

behavioral, etc.) best meet advertiser needs.• Contextual---where the ads relate to the CONTENT. e.g Contextweb and others.

• Ad networks provide effective reach and have been honed as of recent to insure that impressions aregetting in front of eyeballs with a reasonable chance to click through and convert.

• Which has best reach; which is most targeted, and which allows the consumer to opt in

• Transparency allows both parties to learn and grow business.

• Each serves a distinct purpose for a specific audience.






Issues/Downsides• DSPs are ridiculous. They want to replace media agencies by buying remnant inventory. Uh...not good. We're not a

fan here.

• ad networks include too much waste - for specific targeting - buy a site or two that you know will reach your target -advertise with a property that you want to be associated with.

• It's a mess. Too many different interfaces. Too many black boxes - especially in DSPs. Lots of data, virtually no realaccountability.

• Make sure you get what you bought

• Stuff keeps changing• Negotiate

• To redesign my budget

• Using BT and social media allow more control and transparency than ad networks. My experience working with adnetworks has not been ideal.

• Social media has great numbers and constantly new options. Everything else is static by comparison.

• paid search profitability is way underestimated

• Most are too broad of an audience for our needs, which are very niche B2B.

• I’m very wary and skeptical of ad exchanges. Always use a third party ad server.

• It is a work in progress. Fast progress.






Issues/Downsides• They are generally overpromised and under-delivered. I rely on my own metrics and business analysis to make my

decisions.

• Social Media wastes consumer time, but does not drive purchases of products

• Engagement is great - but it doesn't always monetize

• It's always about awareness

• How each are appropriate for different/specific reactions or results

• Too fragmented, not good analytics to measure things across different mechanisms. Lack of buyer's intent is an

increasing concern. More effective is to build the marketing tools inside the product itself, so we are doing more andmore marketing through our engineering team and less reliance on ad networks.

• That for some specific target markets - B2B and B2C, there are digital options that are perform very well for eachmarkets.

• Social networking is clearly ascendant.

• You have to make sure you are clear on the spend and ask all the questions as to how much and when your addollars are being spend.

• All have specific areas of strength but there is significant overlap as well

• Measure success• Always new options




HAVE NOT BOUGHT DIGITAL




56% 49% 46%

18%

55%

21%

24%29%

17%

25%

35%

32%

19% 22%

38%

58%

10%

46%

0%

20%

40%

60%

80%

100%


Premium Publishers Demand Side Platforms(DSPs)

Social Media Networks Other

How familiar are you with each of these digital ad platforms?

Not at all Familiar

Somewhat Familiar

Very Familiar

N=98

30

Those Who Have Not Bought Digital Ad Networks

Most familiar with General Ad Networks

Most not familiar with Demand Side Platforms (DSPs)




14%

30%

21%

5%

21%

8%

0%

20%

40%

60%

80%

100%


Premium Publi shers Demand Side Plat forms(DSPs)

Social Media Networks Other

If you had to pick just one place to buy media, based on what you know abouteach of these right now, which would it be?

Total

N=98

31


Top selection would be Behavioral Targeted Ad Network

Least selected would be Demand Side Platforms




What Each is Best Used For

General Ad Network

Generating Awareness

Behavioral Targeted Ad Network

Reaching Target

Premium Publishers

Reaching Target

Demand Side Platforms (DSPs)

Driving Searches, Reaching Purchasers

Social Media Networks

Fostering Engagement



32



For each of the below, tell us what they are bestused for:

General Ad

Networks

Behavioral

Targeted Ad

Networks

Premium

Publishers

Demand Side

Platforms (DSPs)

Social Media

NetworksOther

None of

these

Making the most of my budget 41% 23% 11% 12% 15% 4% 16%

Reaching my target 17% 53% 24% 12% 23% 3% 13%

Reaching purchasers 16% 45% 17% 14% 13% 5% 15%

Generating awareness 47% 13% 31% 10% 35% 3% 10%

Fostering engagement 10% 18% 23% 8% 42% 3% 14%

Maximizing frequency of exposure 44% 17% 15% 12% 17% 4% 13%

Driving searches 24% 20% 11% 14% 29% 7% 26%

N=98



33



25

16 17

6

17

19

24

16 16

7

18

20

0

5

10

15

20

25

30

General Ad Networks Behavioral TargetedAd Networks

Premium Publ ishers Demand SidePlatforms (DSPs)

Social MediaNetworks

Other

What percentage of your total digital budget is going to each of these advertisingareas now and what do you expect in 12 months?

Now

In 12 months

N=98

34


Spending in General Ad Networks to Slightly Decrease

Spending in Behavioral Targeted Ad Networks to Stay Same




What are the questions you need answered in order tobecome more educated about the different digital ad

platforms?

General Knowledge• Other than social networks, what they are - I'm not familiar with the terminology (and

maybe not the actual platforms if I knew what the names represent).• What exactly does a DSP do?

• What do each of the "others" do?• Where can we find reliable, documentable proof of performance?• How well are they integrated?• What are the points of difference and parity among the available platforms?• What is demand side network• What is the role of DSPs• Who is the audience and how and what do they buy?

• Would like to understand which networks actually have proprietary technology.• What is a DSP and why would/do folks use them?• Its grown and I have not kept up to date. I need to learn all the areas and types.

Where should I start?• What are they?• Any information• Overview, strategy and applications• Are personal privacy issues being safeguarded? 35




What are the questions you need answered in order tobecome more educated about the different digital adplatforms?

ROI• What is the ROI on each? Is the ROI metric different for each platform?

• ROI, price, interaction

• ROI

• Comparative ROI VS other media vehicles

• What platforms are most effective for different types of goals.

• What are their markets and what kind of hit rate do they have

• Show me how direct response works...Impressions doesn't impress me with the limited time andengagement that digital provides.

36





What are the questions you need answered in order tobecome more educated about the different digital adplatforms?

Transparency• What levels of transparency in video are available among ad networks?

• More transparency into campaign effectiveness based on goals

• I have to see that they work. Endorsements from other clients who receive no remuneration fortheir Testimonials.

• I have to see that they work. Endorsements from other clients who receive no remuneration fortheir Testimonials.

• "Research on usage and consumption of these platforms as well as granularity based on our

clients’ products and services.

37





Ad Networks StudyPros & Cons of Each Platform

By The Center for Media Research

Conducted with InsightExpress

Materials in this document are CONFIDENTIAL and cannot be distributed or shared

with other parties without the explicit permission of The Center for Media Research

Documents

Ad Networks Case Study