66
The Invite Media Playbook A User’s Guide 300 x 250

Digital marketing strategy playbook

  • Upload
    adcmo

  • View
    313

  • Download
    3

Embed Size (px)

Citation preview

Page 1: Digital marketing strategy playbook

The Invite Media PlaybookA User’s Guide

300 x 250

Page 2: Digital marketing strategy playbook

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

Page 3: Digital marketing strategy playbook

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�

Smarter engagement:�1HZ�DG�IRUPDWV�VXFK�DV�ULFK�PHGLD�DQG�G\QDPLF�DGV�HQDEOH�DGYHUWLVHUV�WR�IRUJH�PHDQLQJIXO�RQH�WR�RQH�FRQQHFWLRQV�ZLWK�FRQVXPHUV�

More places to connect:�:LGHVSUHDG�XVH�RI�PRELOH�DQG�YLGHR�KDV�FKDQJHG�KRZ�FRQVXPHUV�FRPPXQLFDWHȃDQG�H[SDQGHG�KRZ�DQG�ZKHUH�DGYHUWLVHUV�FDQ�UHDFK�WKHP�

$V�HDV\�DV�LW�LV�WR�VHH�WKH�EHQHȴWV�RI�WKLV�EUDYH�QHZ�ZRUOG��ȴQGLQJ�WKH�EHVW�ZD\�WR�FDSLWDOL]H�RQ�WKHP�FDQ�EH�D�ELW�PRUH�FRPSOH[��7KDWȇV�ZK\�ZHȇYH�FUHDWHG�WKLV�PDQXDO��WR�NHHS�\RX�LQIRUPHG�DERXW�WKH�UDSLGO\�FKDQJLQJ�XQLYHUVH�RI�GLVSOD\�DQG�WKH�ZD\V�WKDW�ΖQYLWH�0HGLD�FDQ�JXLGH�\RX�WKURXJK�LW��

In this playbook, we will explore:

���ȏ�'LVSOD\�DGYHUWLVLQJ�SOD\HUV��FRQFHSWV�DQG�WHFKQRORJLHV�

���ȏ��+RZ�ΖQYLWH�0HGLD�FDQ�EH�XVHG�WR�FUHDWH�DQG�LQIRUP�FDPSDLJQ�VWUDWHJLHV�LQ�WKLV�QHZ�HFRV\VWHP��DQG

���ȏ�7LSV�DQG�EHVW�SUDFWLFHV�IRU�VXFFHVV

7KLV�SOD\ERRN�ZLOO�HYROYH�DV�WKH�GLVSOD\�DGYHUWLVLQJ�HFRV\VWHP�FRQWLQXHV�WR�FKDQJH�DQG�JURZ���:H�KRSH�LW�ZLOO�EH�\RXU�JXLGH�LQ�NHHSLQJ�SDFH�ZLWK�RXU�FRQWLQXDOO\�HYROYLQJ�LQGXVWU\�DQG�WKH�RSSRUWXQLWLHV�LW�SUHVHQWV�DGYHUWLVHUV�DQG�DJHQFLHV��

7KDQN�\RX�IRU�\RXU�FRQWLQXHG�SDUWQHUVKLS��

The Invite Media Team

Page 4: Digital marketing strategy playbook

The Display Ad Ecosystem

Eric Schmidt([HFXWLYH�&KDLUPDQ� *RRJOH��LQ�$GZHHN�

Display advertising can be a $200 billion industry in less than 10 years.

Page 5: Digital marketing strategy playbook

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

Invite Media by Google 7KH�'LVSOD\�$G�(FRV\VWHP Audience Buying

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��

+LVWRULFDOO\��PDUNHWHUV�WDUJHWHG�VSHFLȴF�ZHEVLWHV�WR�UHDFK�XVHUV��ZLWK�WKH�FRQWHQW�RI�D�ZHE�VLWH�or page acting as an LQGLFDWRU�RI�WKH�DXGLHQFH�WKH\�ZDQWHG�WR�UHDFK�

How It Came to Be

1.1

$Q�H[SORVLRQ�LQ�WKH�DYDLODELOLW\�RI�DXGLHQFH�GDWD�LV�FDXVLQJ�D�IXQGDPHQWDO�VKLIW�LQ�KRZ�PDUNHWHUV�UHDFK�WKHLU�DXGLHQFHV�RQOLQH�

Audience Buying

Page 6: Digital marketing strategy playbook

.

'HULYHG�IURP�DQ�DGYHUWLVHUȇV�RZQ�VLWH�DQG�or customer database

2QOLQH�VHDUFK�DQG�EURZVLQJ�DFWLYLW\

$JH��JHQGHU��LQFRPH��JHRJUDSK\

/RRN�DOLNH�PRGHOLQJ��RɞLQH�WR�RQOLQH��HWF�

6RFLDO�LQWHUHVWV��DFWLRQV��PHGLD�FRQVXPSWLRQ��HWF�

ΖQ�PDUNHW�IRU�SURGXFWV�DQG�VHUYLFHV

6HDUFK�TXHU\�GDWD�DSSOLHG�WR�LPSUHVVLRQV

First-Party Data

Search Retargeting

$JJUHJDWHG�IURP�YDULRXV�SXEOLVKHUV�DQG�RU�registration sources

Third-Party Data

Intent

Social

Other

Interests

Demographics

%RWK�ȴUVW�SDUW\�GDWD��GHULYHG�IURP�DQ�DGYHUWLVHUȇV�RZQ�VLWH�DQG�RU�FXVWRPHU�GDWDEDVH��DQG�WKLUG�SDUW\�GDWD��DJJUHJDWHG�IURP�YDULRXV�SXEOLVKHUV�DQG�RU�UHJLVWUDWLRQ�VRXUFHV��DOORZ�PDUNHWHUV�WR�JDLQ�PXFK�GHHSHU�LQVLJKWV�WR�FRQQHFW�ZLWK�SUHFLVH�DXGLHQFH�VHJPHQWV�

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.

Invite Media by Google 7KH�'LVSOD\�$G�(FRV\VWHP Audience Buying 1.2

Page 7: Digital marketing strategy playbook

7DUJHWLQJ�ZLWK�DXGLHQFH�GDWD�JHQHUDOO\�VWDUWV�ZLWK�D�VLQJOH�SL[HO�WDJ��7KH�SL[HO�WDJ�LV�D�WLQ\�SLHFH�RI�FRGH�WKDWȇV�HPEHGGHG�LQ�D�VSHFLȴF�ZHE�SDJH��:KHQ�WKH�SDJH�ORDGV��WKH�WDJ�SODFHV�D�FRRNLH�RQ�WKH�XVHUȇV�FRPSXWHU�LQ�RUGHU�WR�GLVWLQJXLVK�XVHUV�WKDW�KDYH�YLVLWHG�WKH�SDJH��:KHQ�WKH�SL[HO�ȴUHV��WKH�WDJ�UHTXHVWV�D�WLQ\�LPDJH�ȴOH�IURP�WKH�DG�VHUYHU��ZKLFK�ORJV�WKH�UHTXHVW��7KH�FRRNLH�VWRUHV�LQIRUPDWLRQ�DVVRFLDWHG�ZLWK�WKH�XVHUȇV�EURZVHU��VXFK�DV�WKH�LGHQWLȴFDWLRQ�RI�D�VHVVLRQ��XVHU�ORFDWLRQ��HWF��7KLV�FRRNLH�LQIRUPDWLRQ�LV�XVHG�WR�VXEVHTXHQWO\�WDUJHW�DGV�WR�WKH�XVHU�

1RWH��0RVW�GDWD�DJJUHJDWRUV�DQG�SODWIRUPV�FROOHFW�DQG�SURYLGH�DFFHVV�RQO\�WR�GDWD�WKDWȇV�QRQ�SHUVRQDOO\�LGHQWLȴDEOH�DQG�DUH�FRPSOLDQW�ZLWK�LQGXVWU\�ZLGH�PHFKDQLVPV�IRU�FRQVXPHU�QRWLȴFDWLRQ�DQG�RSW�RXW�

The mechanics of third-party data

How Audience Buying Works

1.3Invite Media by Google 7KH�'LVSOD\�$G�(FRV\VWHP Audience Buying

Data CollectionPixel

Data Stored inCookies

& AggregatedData

SegmentedData MadeAccessible

Data Usedin Targeting

Data Sources Data Aggregators Into the Hands of Buyers

Publishers Users DSPs AgenciesNetworks

Page 8: Digital marketing strategy playbook

.H\�%HQHȴWVȏ��&RQQHFW�ZLWK�\RXU�SUHFLVH�DXGLHQFH�DW�DQ\�SRLQW�LQ�WKH�DXGLHQFH�MRXUQH\��IURP�JHQHUDWLQJ�QHZ�DZDUHQHVV�WR�GULYLQJ�SXUFKDVH�DQG�OR\DOW\�

ȏ��*DLQ�GHHSHU�XQGHUVWDQGLQJ�RI�VSHFLȴF�DXGLHQFH�VHJPHQWV�

Key Considerationsȏ��9DULDQFH�LQ�GDWD�TXDOLW\�FDQ�FUHDWH�FKDOOHQJHV�IRU�PDUNHWHUV�LQ�NQRZLQJ�H[DFWO\�ZKDW�WKH\�DUH�EX\LQJ�DQG�KRZ�GDWD�ZDV�FROOHFWHG�DQG�UHIUHVKHG�

ȏ��9DULDQFH�LQ�SULFLQJ�FDQ�FUHDWH�FRPSOH[LWLHV�LQ�EX\LQJ�DQG�UHSRUWLQJ�RQ�GLHUHQW�W\SHV�RI�GDWD��)RU�H[DPSOH��GDWD�SURYLGHUV�FDQ�KDYH�GLHULQJ�GDWD�IHHGV��RU�'63V�FDQ�KDYH�GLHULQJ�QHJRWLDWHG�UDWHV�ZLWK�SURYLGHUV�

Food for Thought

$XGLHQFH�DQG�FRQWH[WXDO�EX\LQJ�FDQ�JR�KDQG�LQ�KDQG��SURYLGLQJ�D�JUHDWHU�YDOXH�WRJHWKHU�WKDQ�WKH�VXP�RI�WKHLU�SDUWV�

���6LQFH�WKHUH�LV�D�ȴQLWH�DPRXQW�RI�DXGLHQFH�GDWD�DYDLODEOH��XVLQJ�FRQWH[WXDO�WDUJHWLQJ�LQ�FRQMXQFWLRQ�ZLWK�DXGLHQFH�WDUJHWLQJ�FDQ�KHOS�PDUNHWHUV�H[WHQG�WKHLU�UHDFK�

���&RQWH[WXDO�WDUJHWLQJ�FDQ�DOVR�KHOS�PDUNHWHUV�UHȴQH�WKHLU�DXGLHQFH�EX\V�E\�UHDFKLQJ�XVHUV�LQ�PRPHQWV�RI�UHOHYDQFH�

RI�DGYHUWLVHUV�DQG�DJHQFLHV�FXUUHQWO\�XVH�DXGLHQFH�GDWD�LQ�WKHLU�PHGLD�EX\LQJ�*

!

85%

$XGLHQFH�EX\LQJ�KDV�KLW�WKH�PDLQVWUHDP�

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

Page 9: Digital marketing strategy playbook

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

$G�PDUNHWSODFHV�HPHUJHG��SURYLGLQJ�EX\HUV�ZLWK�HDV\�DFFHVV�WR�PRUH�DG�LQYHQWRU\�WKDQ�HYHU�EHIRUH�

3UROLIHUDWLRQ�RI�GDWD�SXW�D�PDVVLYH�DPRXQW�RI�DXGLHQFH�LQIRUPDWLRQ�LQ�WKH�KDQGV�RI�EX\HUV�

57%�HPHUJHG�DW�WKH�LQWHUVHFWLRQ�RI�LQYHQWRU\�OLTXLGLW\�DQG�GDWD�OLTXLGLW\��ΖW�ZDV�D�ZD\�WR�process and manage this RSSRUWXQLW\�

Invite Media by Google 7KH�'LVSOD\�$G�(FRV\VWHP Real-Time Bidding

How It Came to Be57%�ZDV�FRQFHLYHG�DV�D�ZRUNȵRZ�VROXWLRQ�IRU�WKH�QHZ�RSSRUWXQLWLHV�LQ�GDWD�GULYHQ�GLVSOD\�DGYHUWLVLQJ�

Page 10: Digital marketing strategy playbook

57%�OHDGV�WR�EHWWHU�SHUIRUPDQFH�IRU�DGYHUWLVHUV��PRUH�UHYHQXH�IRU�SXEOLVKHUV�DQG�PRUH�UHOHYDQW��XVHIXO�DGV�IRU�FRQVXPHUV�

User VisitsWeb Page

Auction

ImpressionOpportunity

Evaluated &

Bid Decision Made

Winning AdServed

ImpressionAnnounced

100milliseconds

7KH�57%�$3��UHDO�WLPH�ELGGLQJ�DSSOLFDWLRQ�programming LQWHUIDFH��DFWV�DV�D�SLSH�ZKLFK�connects to an LQYHQWRU\�VRXUFH� and pushes out a UHDO�WLPH�VWUHDP� RI�LPSUHVVLRQV� WR�EX\HUV��

7KH�UHDO�WLPH�ELGGHU��RU�EUDLQ��FRQQHFWV�WR�WKH�57%�$3Ζ�DQG�HYDOXDWHV�HYHU\�impression that is DQQRXQFHG��ΖQ�DFWLRQ��UHDO�WLPH�ELGGLQJ�WDNHV�SODFH�HYHU\�WLPH�the “pipe” announces an impression and the ȊEUDLQȋ�HYDOXDWHV�LW�

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

1.6Invite Media by Google 7KH�'LVSOD\�$G�(FRV\VWHP Real-Time Bidding

Page 11: Digital marketing strategy playbook

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.

5HDO�WLPH�ELGGLQJ�DOORZV�PDUNHWHUV�WR�DSSO\�D�PRUH�JUDQXODU�DSSURDFK�WR�WKHLU�RQOLQH�GLVSOD\�EX\V��HQDEOLQJ�WKHP�WR�SODFH�LQGLYLGXDO�ELGV�DFFRUGLQJ�WR�WKH�YDOXH�RI�HDFK�LPSUHVVLRQ�

7KLUG�SDUW\�WHFKQRORJ\�SURYLGHUV�OLNH�GHPDQG�VLGH�SODWIRUPV��'63V��VHH�VHFWLRQ�������XVH�WKHLU�RZQ�UHDO�WLPH�ELGGHUV�WR�LQWHJUDWH�LQWR�57%�$3ΖV�DFURVV�GLHUHQW�LQYHQWRU\�VRXUFHV��VXFK�DV�DG�H[FKDQJHV�

:KLOH�PDQ\�DG�QHWZRUNV�XVH�'63V�WR�GR�UHDO�WLPH�ELGGLQJ�RQ�H[FKDQJHV��PDQ\�KDYH�DOVR�GHYHORSHG�WKHLU�RZQ�UHDO�WLPH�ELGGHUV�

1.7Invite Media by Google 7KH�'LVSOD\�$G�(FRV\VWHP Real-Time Bidding

Who connects to RTB technology?

RTB in action

Food for Thought

)URP�$SULO�WR�0D\�������57%�FDPSDLJQV�RQ�'RXEOH&OLFN�$G�([FKDQJH�VDZ����SHUFHQW�VDYLQJV�RQ�&30�UDWHV�DQG�DQ�LQFUHDVH�LQ�FOLFN�WKURXJK�UDWH�IURP������SHUFHQW�WR������SHUFHQW�ZKHQ�FRPSDUHG�ZLWK�QRQ�57%�FDPSDLJQV�

!

Page 12: Digital marketing strategy playbook

ȏ�5HDFK�\RXU�DXGLHQFH�DW�VFDOH��OHWWLQJ�WKHP�VHH�HYHU\�VLQJOH�LPSUHVVLRQ�DV�LW�EHFRPHV�DYDLODEOH�

ȏ�*DLQ�JUHDWHU�WUDQVSDUHQF\�E\�NQRZLQJ�WKH�GHWDLOV�RI�\RXU�EX\�GRZQ�WR�WKH� ���LPSUHVVLRQ�OHYHO�

ȏ�ΖPSURYH�FDPSDLJQ�SHUIRUPDQFH�DQG�HɝFLHQF\�E\�RQO\�EX\LQJ�LPSUHVVLRQV�WKDW�KDYH���YDOXH�WR�\RX�DQG�SD\LQJ�RQO\�ZKDW�\RX�WKLQN�HDFK�RQH�LV�ZRUWK�

ȏ�5HPHPEHU�WKDW�UHDO�WLPH�ELGGLQJ�LV�DQ�HYROYLQJ�WHFKQRORJ\��DQG�DV�VXFK��VRPH� ���57%�VWUDWHJLHV�VWLOO�UHTXLUH�PDQXDO�RSWLPL]DWLRQ�WR�VWHHU�SURJUHVV�DJDLQVW� ���FDPSDLJQ�REMHFWLYHV�

ȏ�7KH�DELOLW\�WR�XVH�57%�WR�EX\�QHZ�IRUPDWV��VXFK�DV�YLGHR�DQG�PRELOH��LV�D�JURZLQJ� ���DUHD�WKDW�UHTXLUHV�RQJRLQJ�DWWHQWLRQ�

.H\�%HQHȴWV

Key Considerations

RI�SXEOLVKHUV�SODQ�to make more LQYHQWRU\�DYDLODEOH�YLD�57%�WKLV�\HDU �

RI�PHGLD�EX\HUV�SODQ�WR�EX\�YLD�57%�WKLV�\HDU�

* Source: Digiday and Google, Real-Time Display Advertising State of the Industry, February 2011; Forrester Research, 2010

83% 48%

5HDO�WLPH�ELGGLQJ�LV�JURZLQJ�

Key Takeaways

1.8Invite Media by Google 7KH�'LVSOD\�$G�(FRV\VWHP Real-Time Bidding

Page 13: Digital marketing strategy playbook

)RU�DGYHUWLVHUV�DQG�DJHQFLHV��DFFHVVLQJ�DG�LQYHQWRU\�UHTXLUHG�DQ�LQYHVWPHQW�LQ�ODUJH�LQWHUQDO�SODQQLQJ�DQG�EX\LQJ�WHDPV��$GYHUWLVHUV�ZLWKRXW�VXɝFLHQW�UHVRXUFHV�RU�VWURQJ�SXEOLVKHU�UHODWLRQV�IRXQG�WKHPVHOYHV�ODFNLQJ�VXɝFLHQW�DFFHVV�WR�LQYHQWRU\�

An ad network is a group of publishers (often

hundreds of thousands of them) that have

relationships with a media company.

3ULRU�WR�WKH�HPHUJHQFH�RI�DG�QHWZRUNV��WKH�EX\LQJ�DQG�VHOOLQJ�RI�DG�LQYHQWRU\�UHTXLUHG�GLUHFW�QHJRWLDWLRQ�EHWZHHQ�SXEOLVKHUVȇ�VDOHV�WHDPV�DQG�DGYHUWLVHUV�RU�DJHQFLHV��$V�PRUH�XVHUV�DQG�SXEOLVKHUV�PRYHG�RQOLQH��WKLV�GLUHFW�EX\LQJ�DQG�VHOOLQJ�EHFDPH�GLɝFXOW�WR�VFDOH�

Ad Networks

1.9

Lack of Access Ad NetworksInventory Surplus

$IWHU�GLUHFW�VDOHV�WR�DGYHUWLVHUV�DQG�DJHQFLHV��SXEOLVKHUV�IRXQG�WKHPVHOYHV�XQDEOH�WR�PRQHWL]H�ODUJH�DPRXQWV�RI�UHPDLQLQJ�DG�LQYHQWRU\�

$G�QHWZRUNV�HPHUJHG�DV�D�VROXWLRQ�WR�PRUH�HɝFLHQWO\�PDWFK�XQVROG�SXEOLVKHU�LQYHQWRU\�ZLWK�GHPDQG�IURP�DGYHUWLVHUV�DQG�DJHQFLHV�

Invite Media by Google 7KH�'LVSOD\�$G�(FRV\VWHP Ad Networks

How It Came to Be

Page 14: Digital marketing strategy playbook

ȏ�&KRRVH�IURP�D�ZLGH�UDQJH�RI�WDUJHWLQJ�FDSDELOLWLHV��W\SLFDOO\�LQFOXGLQJ�ERWK���FRQWH[WXDO�DQG�DXGLHQFH�EX\LQJ�RSWLRQV�

ȏ�/HYHUDJH�D�WHDP�WR�DVVLVW�LQ�EX\LQJ��PDQDJLQJ�DQG�GHOLYHULQJ�DQ�HQG�WR�HQG���FDPSDLJQ�VROXWLRQ�

ȏ�0D[LPL]H�SHUIRUPDQFH�WKURXJK�DFFHVV�WR�ȵH[LEOH�UHYHQXH�PRGHOV�WKDW�DOORZ���\RX�WR�SD\�VSHFLȴFDOO\�IRU�GHVLUHG�52Ζ�JRDOV��VXFK�DV�SD\LQJ�RQ�D�&3$��&30�RU�&3&�EDVLV��

$G�QHWZRUNV�XVH�SURSULHWDU\�GDWD��WHFKQRORJ\�DQG�VHUYLFHV�WR�JLYH�DGYHUWLVHUV�DQG�DJHQFLHVDFFHVV�WR�GLVSOD\�LQYHQWRU\�RQ�SXEOLVKHU�VLWHV��ΖQFOXVLYH�RI�PHGLD��GDWD��VHUYLFHV�DQG�LQVLJKWV�WKLV�RHULQJ�LV�W\SLFDOO\�EXQGOHG�LQWR�D�VLQJOH�SDFNDJH�IRU�FXVWRPHUV�

ȏ�$G�QHWZRUNV�H[LVW�LQ�SDUW�WR�KHOS�SXEOLVKHUV�PRQHWL]H�QRQ�JXDUDQWHHG�LQYHQWRU\�� ��ZKLFK�PHDQV�WKDW�WKH�QHWZRUN�PRGHO�LV�QRW�QHFHVVDULO\�DOLJQHG�ZLWK�EX\HUVȇ�EHVW�LQWHUHVW��

ȏ�7KHUH�LV�RIWHQ�D�FXUWDLQ�EHWZHHQ�DGYHUWLVHUV�DQG�WKHLU�FDPSDLJQV��UHVXOWLQJ�LQ�ORZ� ���YLVLELOLW\�LQWR�LQYHQWRU\��GDWD�XVDJH��PDUJLQ�RSWLPL]DWLRQ�DQG�VWUDWHJLHV�XVHG�

ȏ�7HFKQRORJ\��LQYHQWRU\�DQG�VHUYLFH�RHULQJV�FDQ�RIWHQ�YDU\�IURP�RQH�QHWZRUN�WR�WKH�QH[W�

.H\�%HQHȴWV

Key Considerations

Ad networks continue to evolve.

6RPH�DG�QHWZRUNV�VWLOO�HPSKDVL]H�D�WUDGLWLRQDO�PRGHO��ZLWK�QLFKH�LQYHQWRU\�SURFXUHPHQW�DQG�WUDQVDFWLRQV�ZLWK�EX\HUV�H[HFXWHG�WKURXJK�SHUVRQDO�QHJRWLDWLRQ�

Traditional

0DQ\�DG�QHWZRUNV�KDYH�HYROYHG�WR�WDNH�DGYDQWDJH�RI�G\QDPLF�EX\LQJ�DQG�VHOOLQJ�ZLWKLQ�WKH�GDWD�GULYHQ�ODQGVFDSH��XVLQJ�QHZ�WHFKQRORJ\�SODWIRUPV�VXFK�DV�DG�PDUNHWSODFHV�DQG�GHPDQG�VLGH�SODWIRUPV�

Adaptive

Key Takeaways

1.10Invite Media by Google 7KH�'LVSOD\�$G�(FRV\VWHP Ad Networks

Page 15: Digital marketing strategy playbook

Ad Exchanges

An ad exchange is an open marketplace that enables

buyers and sellers to transact for ad inventory in

real time.

$G�H[FKDQJHV�W\SLFDOO\�FRQQHFWHG�EX\HUV�DQG�VHOOHUV�WKURXJK�DQ�RSHQ�VHFRQG�SULFH�DXFWLRQ��WKH�ZLQQHU�RI�ZKLFK�SD\V�RQO\�WKH�HTXLYDOHQW�RI�WKH�QH[W�KLJKHVW�ELG��0RUH�UHFHQWO\��DG�H[FKDQJHV�KDYH�EURXJKW�EX\HUV�DQG�VHOOHUV�WRJHWKHU�WKURXJK�DGGLWLRQDO�W\SHV�RI�GHDOV��VXFK�DV�SULYDWH�H[FKDQJHV�DQG�GLUHFW�GHDOV�LQ�ZKLFK�SXEOLVKHUV�FRQQHFW�ZLWK�VSHFLȴF�EX\HUV�LQ�D�FXVWRP�DUUDQJHPHQW�H[HFXWHG�WKURXJK�WKH�H[FKDQJH�

1.11

$G�QHWZRUNV�EHJDQ�WR�RXWVHOO�WKHLU�SXEOLVKHUVȇ�LQYHQWRU\�VXSSO\��7R�IXOȴOO�EX\HU�GHPDQG��DG�QHWZRUNV�EHJDQ�WR�WDS�LQWR�RWKHU�DG�QHWZRUNV�XQWLO�WKH\�IRXQG�DQ�DSSURSULDWH�DG�WR�VHUYH��7KLV�UHVXOWHG�LQ�VORZ�DG�ORDG�WLPHV�DQG�D�SRRU�XVHU�H[SHULHQFH�

Finding Supply Ad ExchangesOverwhelmed

Publishers

$W�WKH�VDPH�WLPH��SXEOLVKHUV�EHFDPH�RYHUZKHOPHG�E\�WKH�QXPEHU�RI�DG�QHWZRUNV�WKH\�QHHGHG�WR�ZRUN�ZLWK�LQ�RUGHU�WR�PRQHWL]H�WKHLU�DYDLODEOH�LQYHQWRU\�

ΖQ�WKH�PLGVW�RI�DOO�WKLV��DG�exchanges emerged as D�ZD\�WR�PRUH�HɝFLHQWO\�FRQQHFW�EX\HU�GHPDQG�WR�SXEOLVKHUVȇ�VXSSO\�

Invite Media by Google The Display Ad Ecosystem Ad Exchanges

How It Came to Be

Page 16: Digital marketing strategy playbook

Decision-making and allocation

3URFHVVHV�DOO�DYDLODEOH�SXEOLVKHU�LQYHQWRU\�DQG�GLVWULEXWHV�DFFRUGLQJ�WR�WKH�DXFWLRQ�RU�RWKHU�GHDO�W\SHV�

Broadcasting

$QQRXQFHV�HDFK�DQG�HYHU\�LPSUHVVLRQ�WR�HOLJLEOH�EX\HUV�

Auction

([HFXWHV�DQ�DXFWLRQ�EDVHG�PDUNHWSODFH�WUDQVDFWLRQ�

'HSHQGLQJ�RQ�WKHLU�QHHGV��DGYHUWLVHUV�DQG�DJHQFLHV�FDQ�DFFHVV�LQYHQWRU\�RQ�DG�H[FKDQJHV�WKURXJK�DG�QHWZRUNV��DJHQF\�WUDGLQJ�GHVNV�RU�GHPDQG�VLGH�SODWIRUPV�

Agency Trading Desks

Advertisers/Agencies

People

Networks

People +Platform

People +Platform

DSPs

Platform

7KHUH�DUH�WKUHH�PDLQ�WHFKQRORJ\�OD\HUV�WR�WKH�W\SLFDO�DG�H[FKDQJH�

Who buys on exchanges?

How Ad Exchanges Work

1.12Invite Media by Google The Display Ad Ecosystem Ad Exchanges

Page 17: Digital marketing strategy playbook

1.13

ȏ��8VH�D�VLQJOH�PDUNHWSODFH�WR�DFFHVV�LQYHQWRU\�DW�VFDOH�

ȏ��*DLQ�EX\LQJ�HɝFLHQFLHV�WKURXJK�UHDO�WLPH�PDUNHW�SULFLQJ�

ȏ�*DLQ�EX\LQJ�ȵH[LELOLW\�WKURXJK�WKH�RSHQ�PDUNHWSODFH��ZKLFK�DOORZV�EX\HUV�WR�EULQJ���WKHLU�RZQ�GDWD�IRU�WDUJHWLQJ�DQG�WKHLU�RZQ�WHFKQRORJ\�IRU�ELGGLQJ�DQG�RSWLPL]DWLRQ�

ȏ�*LYHQ�WKH�DGYDQFHG�WHFKQRORJ\�RI�DG�H[FKDQJHV��EX\HUV�PXVW�HLWKHU�EXLOG�RU�ȊEX\ȋ ���WHFKQRORJ\�WR�WUDQVDFW�ZLWK�57%�RQ�H[FKDQJHV��ZKLFK�FDQ�EH�D�FRQVLGHUDEOH�LQYHVWPHQW�

ȏ�%X\LQJ�LQ�WKH�H[FKDQJH�HQYLURQPHQW�PHDQV�WKDW�EX\HUV�PXVW�EH�FRPIRUWDEOH�ZLWK� ��RXWFRPHV�UHODWHG�WR�ȵXFWXDWLQJ�PDUNHWSODFHV��H�J���FRVW�DQG�DYDLODELOLW\�RI�LQYHQWRU\� ��PD\�YDU\�IURP�HVWLPDWHV��

.H\�%HQHȴWV

Key Considerations

Key Takeaways

Invite Media by Google The Display Ad Ecosystem Ad Exchanges

Page 18: Digital marketing strategy playbook

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.

$V�D�VLQJOH�VRXUFH�IRU�DJJUHJDWLQJ�PDQ\�SRROV�RI�LQYHQWRU\�DQG�DXGLHQFH�GDWD��'63V�KHOS�EX\HUV�HYDOXDWH��ELG�RQ�DQG�RSWLPL]H�LPSUHVVLRQ�OHYHO�PHGLD�LQ�UHDO�WLPH��

$UELWUDJH�SUDFWLFHV�RI�WUDGLWLRQDO�DG�QHWZRUNV�UHVXOWHG�LQ�D�ODFN�RI�WUDQVSDUHQF\�LQWR�FRVW�DQG�ZKHUH�DGV�ZHUH�VHUYHG�

Lack of

Transparency

DSPsFragmentation

7KH�IRUPDWLRQ�RI�KXQGUHGV�RI�DG�QHWZRUNV�DQG�PDQ\�ad exchanges caused PHGLD�IUDJPHQWDWLRQ�

$V�NH\�HQDEOHUV�RI�57%��'63V�HPHUJHG�WR�SURYLGH�EX\HUV�ZLWK�RSSRUWXQLWLHV�IRU�JUHDWHU�WUDQVSDUHQF\�DQG�FRQWURO�

How It Came to Be

Invite Media by Google 7KH�'LVSOD\�$G�(FRV\VWHP Demand-Side Platforms 1.14

Page 19: Digital marketing strategy playbook

Invite Media by Google 7KH�'LVSOD\�$G�(FRV\VWHP Demand-Side Platforms 1.15

Integration

DSP service teams

Real-time bidder

Ad networks

User interface

Agency trading desks and advertisers

A DSP has three layers of technology.

$�XVHU�LQWHUIDFH�HQDEOHV�EX\HUV�WR�TXLFNO\�ELG��RSWLPL]H�DQG�UHSRUW�RQ�DOO�WKHLU�LQYHQWRU\�VRXUFHV�DW�RQFH�

7KHVH�DUH�WKH�SULPDU\�SOD\HUV�ZKR�XVH�'63V�DV�WKHLU�SODWIRUP�WHFKQRORJ\�IRU�WKHLU�LQ�KRXVH�GLVSOD\�DG�EX\V�

ΖQWHJUDWLRQ�ZLWK�GDWD��LQYHQWRU\�DQG�WHFKQRORJLHV�VXSSRUW�DQ�RSHQ� DGYHUWLVLQJ�HFRV\VWHP��H�J���WKLUG�SDUW\�GDWD��57%�$3ΖV��DQDO\WLFV��

6RPH�'63V�KDYH�LQWHUQDO�WHDPV�WKDW�DFW�DV�WUDGHUV��PDQDJLQJ�DFFRXQWV�RQ�EHKDOI�RI�DGYHUWLVHUV�DQG�DJHQFLHV�

$�UHDO�WLPH�ELGGHU�FRQVROLGDWHV�DFFHVV�WR�PDQ\�VRXUFHV�RI�LQYHQWRU\�DQG�HQDEOHV�EX\HUV�WR�HYDOXDWH�DQG�ELG�RQ�DYDLODEOH�LPSUHVVLRQV�LQ�UHDO�WLPH�

6RPH�DG�QHWZRUNV�DOVR�XVH�'63�SODWIRUPV�WR�VXSSOHPHQW�WKHLU�RZQ�LQYHQWRU\�VXSSO\�

How It Works

Who uses a DSP?

Page 20: Digital marketing strategy playbook

Control

%X\HUV�JHW�JUHDWHU�FRQWURO�E\�XVLQJ�WKHLU�RZQ�H[SHUWLVH�WR�H[HFXWH�FDPSDLJQV�LQVWHDG�RI�UHO\LQJ�RQ�PHGLD�SDUWQHUV��VXFK�DV�DG�QHWZRUNV�

Improved performance

%X\HUV�KDYH�DFFHVV�WR�SRZHUIXO�DOJRULWKPLF�FDSDELOLWLHV��DOORZLQJ�WKHP�WR�YDU\�ELGVG\QDPLFDOO\�EDVHG�RQ�WKH�H[SHFWHG�YDOXH�RI�HDFK�LPSUHVVLRQ�

*UHDWHU�HɝFLHQF\$�PRUH�HɝFLHQW�ZRUNȵRZ�PHDQV�WKDW�EX\HUV�KDYH�VHDPOHVV�DFFHVVLELOLW\�DQG�VWUHDPOLQHGSURFHVVHV�IRU�H[HFXWLQJ�FRPSOH[�EX\LQJ�IXQFWLRQV�

Data access

%X\HUV�JDLQ�ȵH[LEOH�DQG�YDULHG�DFFHVV�WR�GDWD�VRXUFHV��IRU�SUHFLVH�WDUJHWLQJ��DV�ZHOO�DVLQYHQWRU\�VRXUFHV��IRU�JUHDWHU�UHDFK��

ȏ��2SHUDWLQJ�'63�WHFKQRORJ\�VXFFHVVIXOO\�UHTXLUHV�DQ�LQYHVWPHQW�LQ�VWD�DQG�RSHUDWLRQV�

ȏ��ΖQ�DGGLWLRQ�WR�PHGLD�EX\LQJ�H[SHUWLVH��FXVWRPHUV�PXVW�GHYHORS�H[SHUWLVH�LQ�WHFKQRORJ\�

.H\�%HQHȴWV

Key Considerations

Key Takeaways

Invite Media by Google 7KH�'LVSOD\�$G�(FRV\VWHP Demand-Side Platforms 1.16

Page 21: Digital marketing strategy playbook

Invite Media by Google 7KH�'LVSOD\�$G�(FRV\VWHP Demand-Side Platforms 1.17

Scale matters.

$V�57%�FRQWLQXHV�WR�JURZ�UDSLGO\�� WHFKQLFDO�VFDOH�ZLOO�EH�LPSRUWDQW�IRU� WKH�UHDO�WLPH�SURFHVVLQJ�RI�WKH� LQFUHDVLQJ�YROXPH�RI�LPSUHVVLRQV� DQG�DVVRFLDWHG�ELGGLQJ��

'DWD�VKRXOG�EH�ȵXLG�57%�ZRUNV�EHVW�ZLWK�UHDO�WLPH�GDWD��*UHDWHU�LQWHJUDWLRQ�RI�GDWD�LQWR�HDFK� VWHS�RI�WKH�ZRUNȵRZ�ZLOO�UHGXFH�GDWD� ORVV��GHFUHDVH�ODWHQF\�DQG�LPSURYH� ELG�RSWLPL]DWLRQ��

Context is crucial.

7KLQN�DXGLHQFH�and�FRQWH[W��QRW�DXGLHQFH�or�FRQWH[W��5HDFKLQJ�\RXU�DXGLHQFH�LQ�WKH�ULJKW�PLQG�VHW�ZLOO�WUDQVODWH�GLUHFWO\�LQWR�EHWWHU�SHUIRUPDQFH�

Transparency is essential.

$OZD\V�NQRZ�ZKDW�\RX�DUH�SD\LQJ�DQG� ZKDW�\RX�DUH�JHWWLQJ��)XOO�YLVLELOLW\�LQWR� KRZ�\RXU�GDWD�LV�EHLQJ�XVHG�VKRXOG�DOVR� EH�D�FRQVLGHUDWLRQ��

Key questions to ask DSPs:

+RZ�DUH�\RX�HTXLSSHG�WR�GHOLYHU�SHUIRUPDQFH�DW�VFDOH"� :KDW�DUH�\RXU�SODQV�IRU�ORQJ�WHUP�VFDODELOLW\�DQG�VWDELOLW\"� +RZ�HDVLO\�FDQ�\RX�GHSOR\�DFURVV�WKH�JOREH"

ȏ

ȏ

ȏ

ȏȏȏ

+RZ�PXFK�ODWHQF\�LV�WKHUH�RQ�\RXU�SL[HO�ȴUHV"� +RZ�PDQ\�WLPHV�GR�\RX�FURVV�GRPDLQV"�$UH�\RX�RSWLPL]LQJ�ZLWK�WUXO\�DFFXUDWH�GH�GXSOLFDWHG�GDWD"

ȏȏ

ȏ

'R�\RX�RHU�UHDO�WLPH�FRQWH[WXDO�WDUJHWLQJ"� ΖV�\RXU�FRQWH[WXDO�WDUJHWLQJ�SDJH�OHYHO�RU�VLWH�OHYHO"� &DQ�\RX�HDVLO\�PHUJH�FRQWH[WXDO�DQG�DXGLHQFH�VWUDWHJLHV�LQWR�D�VLQJOH�PHFKDQLVP"

ȏ

ȏ

ȏ

'R�\RX�RHU�IXOO�WUDQVSDUHQF\�UHJDUGLQJ�PHGLD��GDWD�DQG�WHFKQRORJ\�FRVWV�ZLWKLQ�WKH�V\VWHP"� 'R�\RX�SURYLGH�IXOO�YLVLELOLW\�LQWR�WKH�VLWHV�ZKHUH�DGV�UDQ"� :KDW�LV�\RXU�SRVLWLRQ�RQ�GDWD�RZQHUVKLS�DQG�VHFXULW\"

7KH�'63�\RX�FKRRVH�VKRXOG�VHUYH�DV�D�SODWIRUP�WR�KHOS�\RX�DFKLHYH�\RXU�EXVLQHVV�JRDOV��*DLQLQJ�ȴUVWKDQG�H[SHULHQFH�ZLWK�WKH�XVDELOLW\�RI�WKH�SODWIRUP�DQG�UHSHDWDELOLW\�RI�GHVLUHG�UHVXOWV�LV�NH\��VR�\RX�VKRXOG�DOVR�FRQVLGHU�WKH�IROORZLQJ��ΖV�LW�HDV\�WR�H[HFXWH�D�EX\"�+RZ�DERXW�KXQGUHGV�RI�EX\V"�&DQ�\RX�FRQVLVWHQWO\�SHUIRUP�ZHOO�DJDLQVW�\RXU�FDPSDLJQ�JRDOV"�'RHV�\RXU�VHUYLFHV�WHDP�KHOS�H[WUDFW�DGGLWLRQDO�YDOXH�IURP�WKH�SODWIRUP"�&DQ�\RXU�'63�SDUWQHU�HHFWLYHO\�VXSSRUW�\RX�LQ�ORQJ�WHUP�LQQRYDWLRQ�DQG�JURZWK"

Important Themes When Considering a DSP

Page 22: Digital marketing strategy playbook

%\�GHVLJQ��WKH�DJHQF\�WUDGLQJ�GHVN�LV�D�FHQWUDOL]HG�UHVRXUFH�WKDW�IXQFWLRQV�DV�D�VSHFLDOL]HG�H[WHQVLRQ�RI�WKH�PHGLD�EX\LQJ�DQG�PHGLD�SODQQLQJ�VHUYLFHV�RI�RSHUDWLQJ�DJHQFLHV��7KH�FRUH�RI�WKH�DJHQF\�WUDGLQJ�GHVN�LV�LWV�WHDP��ZKLFK�XWLOL]HV�LWV�H[SHUWLVH�WR�FUHDWH�JUHDWHU�YDOXH�IRU�WKH�DJHQF\ȇV�HQG�FOLHQWV��

([HFXWLQJ�VXFFHVVIXO�'63�RSHUDWLRQV�DQG�G\QDPLF�FDPSDLJQ�RSWLPL]DWLRQ�FDQ�EH�FRPSOH[��6SHFLDOLVWV�DUH�UHTXLUHG�WR�GHOLYHU�PD[LPXP�RXWSXW��:KLOH�VSHFLȴF�IXQFWLRQV�RI�WUDGLQJ�GHVNV�YDU\�DFFRUGLQJ�WR�WKH�XQLTXH�QDWXUH�RI�HDFK�KROGLQJ�FRPSDQ\��LQ�JHQHUDO��NH\�IXQFWLRQV�LQFOXGH�

Vet and contract with

exchange buying partners

'63�DQG�H[FKDQJH�WHFKQRORJ\��SXUFKDVLQJ�RI�GDWD�DQG�SULFLQJ�RI�SXEOLVKHU�PHGLD�DUH�MXVW�D�IHZ�H[DPSOHV�RI�SDUWQHUVKLS�DVSHFWV�WKDW�XQGHUJR�ULJRURXV�YHWWLQJ�E\�WUDGLQJ�GHVNV��

Operate and maximize

DSP technology

Evolve platform

development and strategy

([HFXWH�DQG�RSWLPL]H�FDPSDLJQV�WR�KHOS�DJHQF\�HQG�FOLHQWV�DFKLHYH�WKHLU�JRDOV�

'ULYH�YDOXDEOH�LQVLJKWV�WR�LQIRUP�FROODERUDWLYH�SODQQLQJ�DQG�VWUDWHJ\�

/HYHUDJH�WHFKQRORJ\�DQG�H[SHUWLVH�WR�FUHDWH�JUHDWHU�GLHUHQWLDWHG�YDOXH�IRU�WKH�KROGLQJ�FRPSDQ\�DQG�LWV�DJHQFLHV�

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

Page 23: Digital marketing strategy playbook

Invite Media by Google 7KH�'LVSOD\�$G�(FRV\VWHP Agency Trading Desks 1.19

.H\�%HQHȴWV

Key Considerations

Key Takeaways

Greater customer alignment

7UDGLQJ�GHVNV�WKDW�DUH�DJHQF\�RZQHG�DQG��RSHUDWHG�DUH�FRPPLWWHG�WR�VXSSRUWLQJ�FRPPRQDJHQF\�JRDOV��DV�RSSRVHG�WR�WKLUG�SDUW\�YHQGRUV��ZKLFK�DUH�QRW�QHFHVVDULO\�IXOO\�DOLJQHGZLWK�EX\HU�JRDOV��)RU�H[DPSOH��WUDGLWLRQDO�DG�QHWZRUNV�PD\�KDYH�LQFHQWLYHV�WKDW�GLHU�IURPWKRVH�RI�EX\HUV��DV�WKH\�DOVR�UHO\�RQ�SXEOLVKHU�UHODWLRQVKLSV�WR�KHOS�JURZ�EXVLQHVV�

Integrated insights

7UDGLQJ�GHVNV�FDQ�KHOS�JOHDQ�DQG�DSSO\�LQVLJKWV�WKDW�FDQ�EH�PRUH�HDVLO\�LQWHJUDWHG�LQWRH[LVWLQJ�SODQQLQJ�DQG�VWUDWHJLF�LQLWLDWLYHV�

Transparency

%\�EULQJLQJ�EX\LQJ�H[HFXWLRQ�LQ�KRXVH��EX\HUV�JDLQ�D�PRUH�WUDQVSDUHQW�YLHZ�LQWR�KRZVWUDWHJLHV�WUDQVODWH�LQWR�FXVWRPHU�JRDOV��DV�ZHOO�DV�KRZ�UHVXOWV�FDQ�EH�WXUQHG�LQWR�LQVLJKWVWKDW�DUH�ERWK�DFWLRQDEOH�DQG�VFDODEOH�

2SHUDWLRQDO�HɝFLHQF\%X\HUV�JDLQ�LQFUHDVHG�HDVH�DQG�VSHHG�RI�EX\LQJ�H[HFXWLRQ��DQG�VHH�D�UHGXFWLRQ�LQ�WKHUHVRXUFHV�UHTXLUHG�WR�ZRUN�ZLWK�PXOWLSOH�EX\LQJ�SDUWQHUV�LQ�RSHUDWLRQDO�DUHDV�VXFK�DVFUHDWLYH�WUDɝFNLQJ�DQG�UHSRUWLQJ�

Greater buying and negotiating power

%X\HUV�EHQHȴW�IURP�WKH�DELOLW\�WR�OHYHUDJH�KROGLQJ�FRPSDQ\�EX\LQJ�DQG�QHJRWLDWLQJ�SRZHUWR�GHOLYHU�JUHDWHU�HɝFLHQF\�RI�WHFKQRORJ\��GDWD�DQG�PHGLD�

ȏ��$JHQF\�WUDGLQJ�GHVN�RHULQJV�FDQ�YDU\��ZLWK�HYHU\�WUDGLQJ�GHVN�RHULQJ�VHUYLFHV�DQG�FDSDELOLWLHV�VSHFLȴF�WR�WKH�QHHGV�RI�LWV�RSHUDWLQJ�DJHQFLHV�

Page 24: Digital marketing strategy playbook

Audience Buying$XGLHQFH�EX\LQJ�XWLOL]HV�GDWD�JDWKHUHG�IURP�DQ�DGYHUWLVHUȇV�RZQ�VLWH�DV�ZHOO�DV�IURP�YDULRXV�SXEOLVKHUV�WR�WDUJHW�SUHFLVH�DXGLHQFH�VHJPHQWV�

Real-Time Bidding5HDO�WLPH�ELGGLQJ�LV�D�QHZ�WHFKQRORJ\�WKDW�DOORZV�EX\HUV�WR�PDNH�YDU\LQJ�ELGV�DFFRUGLQJ�WR�WKH�YDOXH�RI�HDFK�LPSUHVVLRQ�

Ad Networks:LWK�SRUWIROLRV�RI�WKRXVDQGV�RI�VLWHV��DG�QHWZRUNV�DJJUHJDWH�SRROV�RI�XQVROG�SXEOLVKHU�LQYHQWRU\�DQG�PDWFK�LW�ZLWK�DGYHUWLVHU�GHPDQG�WKURXJK�PDQDJHG�FDPSDLJQ�VHUYLFH�

Ad Exchanges$G�H[FKDQJHV�DUH�RSHQ�DQG�G\QDPLF�PDUNHWSODFHV�WKDW�EULQJ�WRJHWKHU�EX\HUV� DQG�SXEOLVKHUV�

Demand-Side Platforms'63V�DUH�WHFKQRORJ\�SODWIRUPV�WKDW�DJJUHJDWH�VRXUFHV�RI�LQYHQWRU\�DQG�DXGLHQFH�GDWD��KHOSLQJ�EX\HUV�HYDOXDWH��ELG�RQ�DQG�RSWLPL]H�LPSUHVVLRQ�OHYHO�PHGLD�LQ�UHDO�WLPH�

Agency Trading Desks([LVWLQJ�ZLWKLQ�DQ�DJHQF\��WKHVH�H[WHQVLRQV�RI�PHGLD�EX\LQJ�DQG�SODQQLQJ�WHDPV�XWLOL]H�WHFKQRORJ\�DQG�H[SHUWLVH�WR�GHOLYHU�JUHDWHU�YDOXH�WR�DJHQF\�HQG�FOLHQWV�

Key TakeawaysThe Display Ad Ecosystem:

Invite Media by Google 7KH�'LVSOD\�$G�(FRV\VWHP Key Takeaways 1.20

Page 25: Digital marketing strategy playbook

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!

Bruce Falck'LUHFWRU��ΖQYLWH�0HGLD

Page 26: Digital marketing strategy playbook

2YHU�WKH�SDVW�IHZ�\HDUV��PDQ\�H[SHUWV�KDYH�FRPH�WR�EHOLHYH�WKDW�WKH�OLQHDU�SXUFKDVH�IXQQHO�LV�QR�ORQJHU�UHOHYDQW��&RQVXPHUV�FDQ�VWDUW�WKH�SXUFKDVH�SDWK�DW�DQ\�SRLQW�LQ�WKH�F\FOH��DQG�LW�LV�WKH�PDUNHWHUȇV�MRE�WR�DQWLFLSDWH�WKLV�G\QDPLF�SXUFKDVH�SDWK�

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

Following the purchase, consumer builds expectations based on their experience, which LQIRUPV�DQG�DHFWV�WKH�next decision journey

Activeevaluation

Trigger1

2

4

3 Moment ofpurchase

Postpurchaseexperience

Loyalty loop

Repeatpurchase

AwarenessAdvocacy

Intent leadingto purchase

Initialconsideration

set

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV The Consumer Journey 2.1Source: McKinsey Quarterly, 2009

Page 27: Digital marketing strategy playbook

In three key steps, Invite Media can help you align marketing tactics with the consumer’s decision journey.

STEP 1

STEP 2

STEP 3

Get in the initial

consideration set

&UHDWH�DZDUHQHVV

1HZ�SURGXFW�ODXQFK

3URGXFW�SURPRWLRQV�DQG�SXVKHV

+LJK�LPSDFW�FRPSHWLWLYH�UHVSRQVH

Win in the

consideration set

Take part in the post-

purchase experience

'ULYH�LQLWLDO�SXUFKDVH�EHKDYLRU�SXUFKDVH

%XLOG�EUDQG�IDYRUDELOLW\

*URZ�EUDQG�PLQG�VKDUH

Spark brand breakthrough

'ULYH�UHSHDW�SXUFKDVHV

%XLOG�UHODWLRQVKLSV

Retain customers

'HYHORS�DGYRFDF\

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV The Consumer Journey 2.2

Page 28: Digital marketing strategy playbook

ΖQYLWH�0HGLDȇV�LQWHJUDWLRQV�ZLWK�HYHU\�PDMRU�VRXUFH�RI�UHDO�WLPH�ELGGHG�LQYHQWRU\�SURYLGH�EX\HUV�ZLWK�DFFHVV�WR�DQ�LPPHQVH�EUHDGWK�DQG�GHSWK�RI�DXGLHQFHV�RQOLQH��ΖQYLWH�0HGLD�RHUV�D�ZLGH�UDQJH�RI�WDFWLFV�IRU�WULJJHULQJ�FRQVXPHUV�DW�WKH�VWDUW�RI�WKHLU�GHFLVLRQ�MRXUQH\�

5XQ�RI�QHWZRUN��521��SUHGLFWLYH�WDUJHWLQJ

3DJH�OHYHO�FDWHJRU\�WDUJHWLQJ�RQ�'RXEOH&OLFN�ad exchange

&XVWRP�VLWH�RU�FKDQQHO�WDUJHWLQJ

8VH�ΖQYLWH�0HGLDȇV�UHDO�WLPH�OHDUQLQJ�DQG�SUHGLFWLRQ�V\VWHP�WR�UHDFK�EURDGO\�DFURVV�WKH�ZHE�DQG�HɝFLHQWO\�ȴQG�XVHUV�PRVW�OLNHO\�WR�FRQYHUW�

8VH�*RRJOHȇV�FRQWH[WXDO�HQJLQH�WR�UHDFK�FRQVXPHUV�LQ�WKH�PRPHQW�RI�UHOHYDQFH��&KRRVH�IURP��������SDJH�OHYHO�FDWHJRULHV�WR�JHW�\RXU�PHVVDJH�WR�XVHUV�DV�WKH\ȇUH�EURZVLQJ�ZHE�SDJHV�UHODWHG�WR�\RXU�SURGXFW�RU�VHUYLFH�

&KRRVH�UHOHYDQW�VLWHV�RU�EXLOG�\RXU�RZQ�FXVWRP�FKDQQHOV�IRU�WDUJHWLQJ��

'HPRJUDSKLF�targeting

&KRRVH�IURP�D�ZLGH�YDULHW\�RI�WKLUG�SDUW\�GHPRJUDSKLF�VHJPHQWV��LQFOXGLQJ�IUHH�%OXH.DL�JHQGHU�DQG�DJH�GDWD�

Upcoming Release Highlight:

.H\ZRUG�&RQWH[WXDO�7DUJHWLQJ��)URP�VHDUFK��ZH�OHDUQHG�WKDW�UHOHYDQFH�PDWWHUV��6RRQ�EX\HUV�RQ�ΖQYLWH�0HGLD�ZLOO�EH�DEOH�WR�DFFHVV�WKH�PRVW�JUDQXODU�DQG�SUHFLVH�IRUP�RI�FRQWH[WXDO�WDUJHWLQJ��GULYHQ�E\�*RRJOHȇV�EHVW�LQ�FODVV�WHFKQRORJ\�

Geographic targeting

$FFHVV�JHRJUDSKLF�WDUJHWLQJ�E\�'0$��VWDWH��FRXQWU\�RU�=Ζ3�FRGH�

STEP 1

2.3

Get in the initial consideration set

Key tactics Details

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV The Consumer Journey

Page 29: Digital marketing strategy playbook

ΖQYLWH�0HGLD�SURYLGHV�ȵH[LEOH�RSWLRQV�IRU�ȴQGLQJ�DQG�FRQQHFWLQJ�ZLWK�\RXU�SUHFLVH�DXGLHQFH��7KH�SODWIRUP�VXSSRUWV�LQWHJUDWLRQ�RI�ȴUVW�SDUW\�DGYHUWLVHU�VLGH�GDWD�IRU�WDUJHWLQJ�DQG�KDV�DOVR�VFDOHG�LQWHJUDWLRQV�ZLWK�PRUH�WKDQ����PDMRU�WKLUG�SDUW\�GDWD�SURYLGHUV�

:LWK�ΖQYLWH�0HGLD��PDUNHWHUV�FDQ�XVH�IUHTXHQF\�DQG�XQLTXH�SDFLQJ�FRQWUROV�WR�EHWWHU�FRQQHFW�ZLWK�FRQVXPHUV��&UDIWLQJ�WKH�ULJKW�PHVVDJH�DQG�GHFLGLQJ�H[DFWO\�ZKHQ�DQG�KRZ�RIWHQ�\RX�GHOLYHU�LW�DUH�FULWLFDO�HOHPHQWV�LQ�EXLOGLQJ�UHODWLRQVKLSV�ZLWK�FXVWRPHUV�

%HKDYLRUDO�WDUJHWLQJ

7DUJHWLQJ�ZLWK�LQWHQW�GDWD

'\QDPLF�UHPDUNHWLQJ�WR�ZHEVLWH�YLVLWRUV

Remarketing to existing customers

Key tactics

Key tactics

5HDFK�SHRSOH�ZKR�KDYH�GHPRQVWUDWHG�DQ�LQWHUHVW��EDVHG�RQ�SDVW�YLVLWDWLRQ�KDELWV�

)LQG�LQ�PDUNHW�EX\HUV�ZKR�KDYH�GHPRQVWUDWHG�DQ�LQWHUHVW�LQ�\RXU�SURGXFWV�E\�FDWHJRU\�RU�EUDQG�

5H�HQJDJH�XVHUV�ZKR�YLVLWHG�\RXU�ZHE�VLWH��XVLQJ�G\QDPLF�FUHDWLYH�WR�VKRZFDVH�SURGXFWV�LQ�ZKLFK�WKH\�GHPRQVWUDWHG�DQ�LQWHUHVW�

(QJDJH�ZLWK�VLWH�YLVLWRUV�RU�SDVW�FRQYHUWHUV�DV�D�VHSDUDWH�VHJPHQW�RI�\RXU�UHPDUNHWLQJ�

Details

Details

/RRN�DOLNH�PRGHOLQJ )LQG�WKLUG�SDUW\�DXGLHQFH�VHJPHQWV�WKDW�KDYH�EHKDYLRUV�VLPLODU�WR�LQGLYLGXDOV�ZKR�KDYH�YLVLWHG�\RXU�VLWH�

Remarketing to ZHEVLWH�YLVWRUV

5H�HQJDJH�SDVW�YLVLWRUV�WR�\RXU�VLWH�DQG�EULQJ�WKHP�EDFN�

Win in the consideration set

Take part in the postpurchase experience

STEP 2

STEP 3

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV The Consumer Journey 2.4

Page 30: Digital marketing strategy playbook

7KH�FHQWUDO�LGHD�EHKLQG�WKH�DOJRULWKP�LV�WKDW�D�ELG�VKRXOG�DOZD\V�PDWFK�WKH�H[SHFWHG�YDOXH�RI�DQ�LPSUHVVLRQ�

6R�KRZ�GR�ZH�GHWHUPLQH�WKH�YDOXH�RI�DQ�LPSUHVVLRQ"

)RU�HYHU\�LPSUHVVLRQ��RXU�DOJRULWKP�SUHGLFWV�WKH�OLNHOLKRRG�RI�D�FOLFN�RU�D�FRQYHUVLRQ�RFFXUULQJ��EDVHG�RQ�PDQ\�YDULDEOHV��VXFK�DV�KLVWRULFDO�SHUIRUPDQFH��XVHU�GDWD��JHRJUDSK\��IUHTXHQF\��UHFHQF\��WLPH�RI�GDWD��FUHDWLYH�KLVWRU\�DQG�VLWH��ΖW�WKHQ�WDNHV�LQWR�DFFRXQW�WKH�YDOXH�\RX�KDYH�DVVRFLDWHG�ZLWK�WKDW�FOLFN�RU�FRQYHUVLRQ��\RXU�&3&�RU�&3$�JRDO�

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV Real-Time Bidding Strategies 2.5

Real-Time Bidding Strategies

Invite Media’s Bid Manager Algorithm is a real-time

learning and prediction system that analyzes every

impression prior to bidding.

x = Expectedvalue

Valueof event

Likelihoodof success

Page 31: Digital marketing strategy playbook

ΖQ�WKLV�H[DPSOH�WKH�DOJRULWKP�YDOXHV�WKH�LPSUHVVLRQ�LQ�0LDPL�ORZHU�WKDQ�LQ�&KLFDJR��DV�WKHUH�LV�OHVV�FKDQFH�WKDW�WKH�0LDPL�XVHU�ZLOO�DFW�RQ�DQ�DG�DERXW�VQRZ�VKRYHOV��$�KLJKHU�YDOXH�LV�SODFHG�RQ�WKH�LPSUHVVLRQ�LQ�&KLFDJR��ZKHUH�LW�LV�PRUH�OLNHO\�WKDW�DQ�DG�DERXW�VQRZ�VKRYHOV�ZRXOG�EH�UHOHYDQW��:LWK�WKLV�W\SH�RI�SURJUDPPDWLF�EX\LQJ��PDUNHWHUV�DUH�DEOH�WR�JDLQ�JUHDWHU�HɝFLHQF\��SD\LQJ�RQO\�ZKDW�HDFK�LPSUHVVLRQ�LV�DFWXDOO\�ZRUWK�

7KH�LOOXVWUDWLRQ�EHORZ�VKRZV�KRZ�DYDLODEOH�LPSUHVVLRQV�DUH�YDOXHG�GLHUHQWO\�EDVHG�RQ�ZKDW�ZH�NQRZ�DERXW�WKHP�

1RWH��7KLV�LV�D�VLPSOLȴHG�H[DPSOH�WR�LOOXVWUDWH�WKH�H[SHFWHG�YDOXH�FDOFXODWLRQ��SUHGLFWLRQ�YDOXHV�DUH�QRW�LQGLFDWLYH�RI�represented variables.

RTB in Action

300x250

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

Impression 2

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV Real-Time Bidding Strategies 2.6

Page 32: Digital marketing strategy playbook

Buyers can apply one of two principal bidding strategies depending on their goals.

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV Real-Time Bidding Strategies 2.7

Upcoming Release Highlight:

ΖQWHJUDWLRQ�ZLWK�'RXEOH&OLFN�IRU�$GYHUWLVHUV��7RGD\�'63V�ODFN�LQWHJUDWLRQ�ZLWK�WKH�DG�VHUYHU��UHTXLULQJ�WKDW�GDWD�EH�UHFRQFLOHG�PDQXDOO\�WR�LQIRUP�ELGGLQJ�WKURXJK�WKH�DOJRULWKP��7KLV�PHDQV�WKDW�WRGD\ȇV�'63V�RSWLPL]H�RQ�FRQYHUVLRQ�GDWD�WKDW�LV��RQ�VRPH�OHYHO��LQDFFXUDWH��8QLTXH�WR�SODWIRUPV�RQ�WKH�*RRJOH�WHFKQRORJ\�VWDFN��ΖQYLWH�0HGLD�ZLOO�KDYH�VHDPOHVV�DFFHVV�WR�DFFXUDWH�FRQYHUVLRQ�GDWD�ZLWK�ZKLFK�WR�LQIRUP�DOJRULWKPLF�FDSDELOLWLHV�

Variable CPM:

)RU�DGYHUWLVHUV�ZKR�ZDQW�WR�PD[LPL]H�SHUIRUPDQFH��WKLV�VWUDWHJ\�ZLOO�DOORZ�WKHP�WR�YDU\�ELG�DPRXQWV�WR�PHHW�D�SHUIRUPDQFH�JRDO��H�J���RSWLPL]H�ELGV�SHU�DQ�DGYHUWLVHUȇV�&75��&3&�RU�&3$�JRDO��

CPM:

�)RU�DGYHUWLVHUV�ORRNLQJ�WR�PD[LPL]H�LPSUHVVLRQ�YROXPH�DJDLQVW�D�SDUWLFXODU�DXGLHQFH��WKLV�VWUDWHJ\�HQDEOHV�WKHP�WR�UHVWULFW�ELG�DPRXQWV�ZLWK�WKH�PD[LPXP�&30�WKH\�DUH�ZLOOLQJ�WR�SD\�

Page 33: Digital marketing strategy playbook

ΖPSUHVVLRQV

&OLFNV

&OLFN�7KURXJK�5DWH

3RVW�&OLFN�&RQYHUVLRQV

3RVW�9LHZ�&RQYHUVLRQV

7RWDO�&RQYHUVLRQV

5HYHQXH

0HGLD�&RVW

H&30

H&3&

H&3$�

H&3$�3RVW�&OLFN

H&3$�3RVW�9LHZ

)URP�UHSRUWLQJ�WR�LQYHQWRU\��IUHTXHQF\��JHR�DQG�WLPH�WR�FUHDWLYH�DQG�DXGLHQFH�LQVLJKWV��ΖQYLWH�0HGLD�DUPV�\RX�ZLWK�WKH�LQIRUPDWLRQ�\RX�QHHG�WR�JHW�WKH�PRVW�IURP�\RXU�FDPSDLJQV��

ΖQYLWH�0HGLD�JLYHV�\RX�WKH�LQVLJKWV�LQWR�KRZ�HYHU\�HOHPHQW�RI�\RXU�FDPSDLJQ�DHFWV� LWV�SHUIRUPDQFH��

Generating Insights

Understanding what is and isn’t working is a

foundational step for buyers in getting the most out

of their campaigns.

5HPHPEHU�WKDW�SHUIRUPDQFH�JUDSKV�FDQ�EH�XVHG�DV�D�TXLFN�DQG�HDV\�YLVXDOL]DWLRQ�RI�NH\�SHUIRUPDQFH�LQGLFDWRUV�

Key metrics you can evaluate against in most reports include (but are

not limited to):

Best Practices

(YDOXDWH�D�VLJQLȴFDQW�GDWD�VHW� (QVXUH�WKDW�WKH�UHSRUWV�\RX�DQDO\]H�UHSUHVHQW�D�VLJQLȴFDQW�QXPEHU�RI�LPSUHVVLRQV�WR�VHUYH�DV�DQ�DFFXUDWH�EDVH�IRU�IRUPLQJ�LQVLJKWV��

Establish both high- and low-performing parameters. 2SWLPL]DWLRQ�VWUDWHJLHV�LQYROYH�WDNLQJ�DFWLRQ�RQ�ERWK�KLJK��DQG�ORZ�SHUIRUPLQJ�FDPSDLJQV��0DNH�VXUH�\RX�WDNH�QRWH�RI�ZKDW�LV�SHUIRUPLQJ�ZHOO�DQG�ZKDW�FRXOG�SHUIRUP�EHWWHU�

!

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV Generating Insights 2.8

Page 34: Digital marketing strategy playbook

7RWDO�DQG�UHPDLQLQJ�EXGJHWV

ΖPSUHVVLRQ�GHOLYHU\�YV��WLPH�OHIW�WR�UXQ

ΖPSUHVVLRQV

&OLFNV�DQG�FOLFN�WKURXJK�UDWHV

&RQYHUVLRQV

5HYHQXH�GDWD�DQG�SURȴW�PDUJLQV

3ULRU�GD\ȇV�VSHQG

'DLO\�VSHQG�YV��EXGJHW�JRDOV

3ULRU�GD\ȇV�LPSUHVVLRQ�GHOLYHU\

&DPSDLJQ�WUHQG

3HUIRUPDQFH�YLHZ

3DFLQJ�YLHZ

4XLFNVWDWV�LV�D�GDVKERDUG�YLHZ�WKDW�SURYLGHV�D�KLJK�OHYHO�RYHUYLHZ�RI�DGYHUWLVHU��LQVHUWLRQ�RUGHU��DQG�FDPSDLJQ�OHYHO�EXGJHWV�DQG�SHUIRUPDQFH��$�TXLFN�GDLO\�FKHFN�LQ�DW�WKLV�OHYHO�FDQ�KHOS�\RX�LGHQWLI\�DUHDV�IRU�GHHSHU�HYDOXDWLRQ��7KLV�GDVKERDUG�YLHZ�SURYLGHV�WKH�IROORZLQJ�WZR�YLHZV�LQWR�\RXU�DFFRXQW�

Quickstats: Your “Home Base”

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV Generating Insights 2.9

vs

Page 35: Digital marketing strategy playbook

Note: Figures are for illustrative purposes only and are not representative of actual inventory availability

DATE

*LYHQ�P\�WDUJHWLQJ�SDUDPHWHUV��LV�WKLV�DXGLHQFH�ODUJH�HQRXJK�WR�GHOLYHU�DJDLQVW�P\�EXGJHW�RU�LPSUHVVLRQV�JRDO"

Example of inventory availability report

Targeting Parameters: ΖQYHQWRU\�$YDLODELOLW\��3DVW����'D\V�

9/38/277.0

8.0

9/10 9/17 9/24

7.47.5

Segment: )LUVW�SDUW\�UHPDUNHWLQJ�FRRNLH�SRRO

Day of Week: 0RQ��WR�)UL�

Inventory: $OO�57%�H[FKDQJHV

7KLV�UHSRUW�VKRZV�WKH�PD[LPXP�QXPEHU�RI�WRWDO�LPSUHVVLRQV�WKDW�ZHUH�DYDLODEOH�IRU�D�KLVWRULFDO�WLPH�SHULRG�EDVHG�RQ�VHOHFWHG�WDUJHWLQJ�SDUDPHWHUV��7KLV�WRRO�LV�XVHIXO�IRU�LQIRUPLQJ�WKH�VFDOH�DVVRFLDWHG�ZLWK�VSHFLȴF�DXGLHQFH�VHJPHQWV�

Inventory Availability Report

Upcoming Release Highlight:

7RGD\�WKH�ΖQYHQWRU\�$YDLODELOLW\�5HSRUW�SURYLGHV�RQO\�D�KLVWRULFDO�YLHZ�RI�LPSUHVVLRQV�WKDW�ZHUH�DYDLODEOH��ΖW�GRHV�QRW�XVH�WKLV�GDWD�WR�PDNH�SUHGLFWLRQV�DERXW�IXWXUH�LQYHQWRU\�DYDLODELOLW\�DFFRUGLQJ�WR�EXGJHW�DQG�WDUJHWLQJ�SDUDPHWHUV��ΖQYHQWRU\�IRUHFDVWLQJ�VXFK�DV�WKLV�LV�RQ�WKH�URDG�PDS�

IMPR

ESSI

ON

S

ΖQYLWH�0HGLD�LV�LQWHJUDWHG�ZLWK�HYHU\�PDMRU�DG�H[FKDQJH�DQG�VXSSO\�VLGH�SODWIRUP�DYDLODEOH�WRGD\��

��57%�VRXUFHV�LQFOXGH�'RXEOH&OLFN�$G�([FKDQJH��3XE0DWLF��$G0HOG��$SS1H[XV��$G%ULWH� 5XELFRQ��2SHQ;��&RQWH[W:HE��ΖPSURYH�'LJLWDO��$G0HWD��$G-XJ��DQG�&DVDOH�0HGLD�

%X\LQJ�RQ�<DKRRȇV�5LJKW�0HGLD��ZKLFK�WR�GDWH�KDV�QRW�RHUHG�UHDO�WLPH�ELGGHG�LQYHQWRU\��FDQ�EH�H[HFXWHG�IURP�WKH�VDPH�LQWHUIDFH�

Insights into Inventory

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV Generating Insights 2.10

Page 36: Digital marketing strategy playbook

Illustrative example: group by site

15-Day or 100-Day 2.0 Reports<RX�FDQ�JURXS�E\�VLWH��H[FKDQJH��SDJH�OHYHO�FDWHJRU\�RU�FKDQQHO�ZKHQ�DVVHVVLQJ�GHOLYHU\��SHUIRUPDQFH�DQG�FRVW�DVSHFWV�RI�LQYHQWRU\�VRXUFHV�ZLWKLQ�\RXU�FDPSDLJQ��

Capitalize on high performance

$UH�WKHUH�VLWHV�GHOLYHULQJ�ERWK�KLJK�YROXPH�DQG�KLJK�SHUIRUPDQFH"��ΖI�VR��\RX�PD\�ZDQW�WR�EUHDN�RXW�VHSDUDWH�FDPSDLJQV�MXVW�IRU�WKHVH�VLWHV�

Address low performance

(YHQ�VLWHV�WKDW�VWDUW�DV�ORZ�SHUIRUPHUV�PD\�VWLOO�HYHQWXDOO\�SHUIRUP�IRU�\RX��ΖI�D�ORZ�SHUIRUPLQJ�VLWH�LV�FRQYHUWLQJ�XVHUV��ȴUVW�DVVHVV�ZKHWKHU�\RX�FDQ�FRQYHUW�ZLWK�JUHDWHU�HɝFLHQF\��H�J���E\�ORZHULQJ�\RXU�ELG��EHIRUH�GHFLGLQJ�WR�GURS�VLWHV�DQG�UHDOORFDWH�EXGJHWV��

Gain deeper insights and identify trends

7KHVH�UHSRUWV�FDQ�KHOS�\RX�LGHQWLI\�SDWWHUQV��WUHQGV�DQG�GHHSHU�LQVLJKWV�WKDW�\RX�FDQ�DFW�RQ��)RU�H[DPSOH��DUH�FHUWDLQ�SDJH�OHYHO�FDWHJRULHV�SHUIRUPLQJ�EHWWHU�IRU�FHUWDLQ�W\SHV�RI�FDPSDLJQV"�<RX�FDQ�DOVR�VWDUW�WR�VHH�WUHQGV�WKDW�DUH�OHVV�DSSDUHQW��)RU�H[DPSOH��\RX�PD\�VHH�VLPLODU�W\SHV�RI�VLWHV��EDVHG�RQ�FRQWHQW��WKDW�DUH�DOO�SHUIRUPLQJ�ZHOO��ΖQ�WKLV�FDVH�LWȇV�UHFRPPHQGHG�WKDW�\RX�FUHDWH�FXVWRP�FKDQQHOV�WR�WDUJHW�DQG�RSWLPL]H�DJDLQVW�

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV Generating Insights 2.11

What can you do with this data?

Note: For illustrative purposes only

$%&�FRP

;<=�FRP

'()�FRP

/01�FRP

')$�FRP

6LWHV�<RXU�$GV�5DQ�2Q ΖPSUHVVLRQ�9ROXPH 3HUIRUPDQFH�*RDO��H&3$� 0HGLD�&RVW��H&30�

Page 37: Digital marketing strategy playbook

What can you do with this data?

)RU�PRVW�FXVWRPHUV��WKH�Ζ2�GDLO\�IUHTXHQF\�DQG�FDPSDLJQ�OLIHWLPH�IUHTXHQF\�UHSRUWV�VKRXOG�EH�XVHG�WRJHWKHU�WR�PDNH�RSWLPL]DWLRQV�FRQFHUQLQJ�IUHTXHQF\��

�1RWH�WKDW�EHFDXVH�PRVW�FXVWRPHUV�KDYH�VHYHUDO�FDPSDLJQV��RU�VWUDWHJLHV��XQGHU�RQH�Ζ2��IUHTXHQF\�SDUDPHWHUV�ZLOO�OLNHO\�EH�VHW�RQ�WKH�Ζ2�OHYHO�LQ�RUGHU�WR�LPSUHVVLRQ�FDS�E\�XVHU��UDWKHU�WKDQ�LPSUHVVLRQ�FDS�E\�FDPSDLJQ�WDFWLF��7KLV�LV�ZK\�WKH�Ζ2�GDLO\�IUHTXHQF\�UHSRUW�ZLOO�EH�PRUH�UHOHYDQW�IRU�GDLO\�XVH�WKDQ�WKH�FDPSDLJQ�GDLO\�IUHTXHQF\�UHSRUW�

15-Day or 100-Day 2.0 Reports:

:LWKLQ�WKHVH�UHSRUWV��ΖQYLWH�0HGLD�RHUV�WKUHH�OHYHOV�RI�IUHTXHQF\�UHSRUWLQJ��FDPSDLJQ�GDLO\�IUHTXHQF\��Ζ2�GDLO\�IUHTXHQF\�DQG�FDPSDLJQ�OLIHWLPH�IUHTXHQF\��

ΖWȇV�LPSRUWDQW�WR�QRWH�WZR�NH\�GLVWLQFWLRQV�ZLWK�UHVSHFW�WR�IUHTXHQF\�UHSRUWLQJ�ZLWKLQ�ΖQYLWH�0HGLD�

Campaign and IO daily frequency reports reset for a user daily

7KLV�PHDQV�WKDW�LI�D�XVHU�VHHV�RQH�FUHDWLYH�IURP�D�FDPSDLJQ�HYHU\�GD\�IRU�D�PRQWK��WKHLU�FDPSDLJQ�GDLO\�IUHTXHQF\�ZLOO�DOZD\V�EH����6LPLODUO\��LI�D�XVHU�VHHV�WZR�DGV�RQ�D�VLQJOH�GD\�DQG�WKHQ�FRQYHUWV�WKH�GD\�DIWHU�VHHLQJ�D�WKLUG�DG��WKH�GDLO\�UHSRUWV�ZLOO�FRXQW�WKH�XVHU�DV�IDOOLQJ�LQWR�D�IUHTXHQF\�EXFNHW�RI���

The campaign lifetime frequency report never resets for a user

7KLV�PHDQV�WKDW�D�XVHUȇV�LQWHUDFWLRQ�ZLWK�DGV�ZLOO�LQFUHDVH�HDFK�GD\�DQG�WKH�UHSRUW�ZLOO�PRYH�WKHP�XS�IUHTXHQF\�EXFNHWV�DFFRUGLQJO\��

Best Practices for Frequency Settings:

Identify optimal frequency. :LWK�G\QDPLF�H[FKDQJH�EX\LQJ��IUHTXHQF\�VHWWLQJV��MXVW�OLNH�DQ\�RWKHU�WDUJHWLQJ�SDUDPHWHU��VKRXOG�EH�LWHUDWLYH��:H�UHFRPPHQG�\RX�XVH�IUHTXHQF\�UHSRUWLQJ�JXLGH�\RX�WR�WKH�ȊRSWLPDO�IUHTXHQF\ȋ�QHHGHG�WR�DFKLHYH�\RXU�FDPSDLJQ�JRDOV��

Think pacing, not just frequency. 1RWH�WKDW�IUHTXHQF\�JRHV�KDQG�LQ�KDQG�ZLWK�SDFLQJ��ZKLFK�FRQWUROV�WKH�LQWHUYDOV�WKURXJKRXW�WKH�GD\�DW�ZKLFK�DQ�DG�LV�GHOLYHUHG�WR�D�XVHU��ΖQVWHDG�RI�IUHTXHQF\�SHU�GD\��WKLQN�DERXW�IUHTXHQF\�SHU�KRXU��ZKLFK�DOORZV�XVHUV�WR�VHH�\RXU�PHVVDJH�HYHQO\�WKURXJKRXW�WKH�GD\�

!

Insights into Frequency

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV Generating Insights 2.12

Page 38: Digital marketing strategy playbook

8VHU�IUHTXHQF\�GLVWULEXWLRQ

&OLFN�WKURXJK�UDWH�GURS�R�E\�IUHTXHQF\

0.10%

0.12%

0.08%

0.06%

0.04%

0.02%

0.00%

1 2 3 to 4 5 to 8 9 to 16 17+

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV Generating Insights

25%

20%

15%

10%

5%

0%

1 2 3 to 4 5 to 8 9 to 16 17+

2.13

$QDO\]H�&75�E\�IUHTXHQF\�WR�XQGHUVWDQG�WKH�SRLQW�DW�ZKLFK�\RXU�&75�LV�GURSSLQJ�R��$V�\RX�VWDUW�WR�RSWLPL]H��XVH�WKLV�GDWD�WR�JHW�D�EHWWHU�VHQVH�RI�JXLGHOLQHV�FRQFHUQLQJ�IUHTXHQF\�OHYHOV�QHFHVVDU\�WR�PHHW�FDPSDLJQ�JRDOV�

Illustrative example: User-frequency distribution

ΖOOXVWUDWLYH�H[DPSOH��&OLFN�WKURXJK�UDWH�GURS�R�E\�IUHTXHQF\

FREQUENCY

FREQUENCY

% O

F TO

TAl

IMPR

ESSI

ON

SC

TR

Note: Figures are for illustrative purposes only

Note: Figures are for illustrative purposes only

$QDO\]H�D�VDPSOLQJ�RI�KRZ�RIWHQ�XVHUV�DUH�JHQHUDOO\�EHLQJ�UHDFKHG�WR�XQGHUVWDQG�KRZ�\RXU�FDPSDLJQ�LV�GHOLYHULQJ��$V�\RX�VWDUW�WR�RSWLPL]H��XVH�WKLV�GDWD�WR�JHW�D�EHWWHU�VHQVH�RI�UHODWLYH�UHODWLRQVKLSV�EHWZHHQ�RYHUDOO�FDPSDLJQ�SHUIRUPDQFH�DQG�IUHTXHQF\�GLVWULEXWLRQ�DFURVV�XVHUV��

Page 39: Digital marketing strategy playbook

15-Day or 100-Day 2.0 Reports *URXS�E\�UHJLRQV�RU�'0$V�WR�DVVHVV�GHOLYHU\��SHUIRUPDQFH�DQG�FRVW�DJDLQVW�WKH�JHRV�ZLWKLQ�\RXU�FDPSDLJQ��

What can you do with this data?

7KHVH�UHSRUWV�KHOS�\RX�EHWWHU�XQGHUVWDQG�SHUIRUPDQFH�E\�UHJLRQ�RU�'0$��%UHDN�RXW�VHSDUDWH�FDPSDLJQV�IRU�KLJK�SHUIRUPLQJ�UHJLRQV�RU�'0$V�DQG�WDUJHW�PRUH�DJJUHVVLYHO\��&RQVLGHU�RSSRUWXQLWLHV�IRU�VKLIWLQJ�EXGJHW�DZD\�IURP�ORZ�SHUIRUPDQFH�DUHDV�WR�KLJK�SHUIRUPDQFH�DUHDV�

Explore deeper insights

ΖI�\RX�DUH�WDUJHWLQJ�RQO\�'0$V��\RX�PD\�ZDQW�WR�H[SORUH�ZKHWKHU�UXUDO�DUHDV�DURXQG�'0$V�FDQ�DOVR�GULYH�SHUIRUPDQFH��%\�FRPSDULQJ�SHUIRUPDQFH�E\�UHJLRQ��H�J���VWDWH�DJDLQVW�SHUIRUPDQFH�E\�'0$�W��\RX�FDQ�HYDOXDWH�RSSRUWXQLWLHV�UHODWHG�WR�DGGLQJ�UXUDO�DUHDV�WR�\RXU�FDPSDLJQ��

*HR�UHSRUWLQJ�FDQ�DOVR�EH�XVHIXO�LQ�JDLQLQJ�D�EHWWHU�XQGHUVWDQGLQJ�RI�UHJLRQDO�WUHQGV�IRU�\RXU�SURGXFW�RU�VHUYLFH�

3500

$5.00

$12.00

100

3500

$5.00

$12.00

100

3HUIRUPDQFH�E\�VWDWH��&3$�3HUIRUPDQFH�E\�VWDWH��FRQYHUVLRQV�

Illustrative example: Group by region

Note: Figures are for illustrative purposes only

Insights into Regions and DMAs

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV Generating Insights 2.14

Page 40: Digital marketing strategy playbook

15-Day or 100-Day 2.0 Reports *URXS�E\�KRXU�RI�GD\�RU�GD\�RI�ZHHN�WR�DVVHVV�GHOLYHU\��SHUIRUPDQFH�DQG�FRVW�DVSHFWV�RI�GLHUHQW�GD\SDUWV�

Understand performance by daypart

)RU�H[DPSOH��ZHHNHQG�SHUIRUPDQFH�FDQ�EH�GUDVWLFDOO\�GLHUHQW�IURP�WKDW�RQ�ZHHNGD\V��$QDO\]LQJ�VSHFLȴF�ZHHNHQG�WUHQGV�FDQ�JXLGH�\RX�LQ�PDNLQJ�ZHHNGD\�DGMXVWPHQWV�QHFHVVDU\�WR�PD[LPL]H�RYHUDOO�FDPSDLJQ�SHUIRUPDQFH�

'HYHORS�LQVLJKWV�LQWR�ZKHQ�XVHUV�DUH�PRVW�DFWLYH�WKURXJKRXW�WKH�GD\��

8a-8:59a 9a-9:59a 10-10:59a 11a-11:59a

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV Generating Insights 2.15

*URXS�E\�KRXU�RI�GD\ȃFOLFNV

Illustrative example: Group by hour of day

Note: Figures are for illustrative purposes only

What can you do with this data?

HOUR OF DAY

ClI

CKS

Insights into Dayparting

Page 41: Digital marketing strategy playbook

Creative Report$QDO\]H�D�YDULHW\�RI�FUHDWLYH�DVSHFWV�DJDLQVW�GHOLYHU\��SHUIRUPDQFH�DQG�FRVW�PHWULFV��ΖQ�SDUWLFXODU��\RX�FDQ�YLHZ�PHWULFV�IRU�FUHDWLYH�PHVVDJHV��VL]HV�DQG�IRUPDW��H�J���VWDWLF�YHUVXV�H[SDQGDEOH��XVHG�LQ�\RXU�FDPSDLJQ�

What can you do with this data?

8QGHUVWDQG�KRZ�GLHUHQW�FUHDWLYH�PHVVDJHV��VL]HV�DQG�IRUPDWV�DHFW�SHUIRUPDQFH��)RU�FUHDWLYH�RSWLPL]DWLRQ��NHHS�QRWH�RI�LQVLJKWV��VXFK�DV�VSHFLȴF�FUHDWLYH�VL]HV�WKDW�PD\�SHUIRUP�EHWWHU�RQ�FHUWDLQ�VLWHV�RU�FUHDWLYH�WKDW�SHUIRUPV�EHWWHU�ZLWK�GLVWLQFW�DXGLHQFH�VHJPHQWV�DQG�WDFWLFV�

Capture new opportunities

%\�UXQQLQJ�DQ�LQYHQWRU\�DYDLODELOLW\�UHSRUW��\RX�PD\�JDLQ�JUHDWHU�LQVLJKWV�LQWR�PLVVHG�FUHDWLYH�RSSRUWXQLWLHV��)RU�H[DPSOH��WKH�UHSRUW�PD\�VKRZ�\RX�WKDW�����[�����DGV�FRPSULVHG����SHUFHQW�RI�WRWDO�UXQ�RI�QHWZRUN��521��LPSUHVVLRQV�RYHU�WKH�SDVW����GD\V��LPSO\LQJ�WKDW�FDPSDLJQV�ZLWKRXW�WKH�����[�����DG�FUHDWLYH�ZRXOG�EH�PLVVLQJ�RXW�RQ����SHUFHQW�RI�DOO�DYDLODEOH�521�LPSUHVVLRQV���

Illustrative example: Performance by creative size

3HUIRUPDQFH�E\�FUHDWLYH�VL]H

Note: For illustrative purposes only

1%

.075%

.025%

.05%

0%

160 x 600300 x 600

CPC:$3.50

Exchange A

Exchange B

Exchange C

5,000

0

100

Clicks CTR

0.10%

0

0.03%

CPC:$3.65

CPC:$5.25 CPC:

$5.00

300 x 250 728 x 90

Insights into Creative

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV Generating Insights 2.16

Page 42: Digital marketing strategy playbook

ΖQYLWH�0HGLDȇV�LQWHJUDWLRQ�ZLWK�WKLUG�SDUW\�GDWD�SDUWQHUV�SURYLGHV�D�ZLGH�EUHDGWK�RI�DXGLHQFH�GDWD��'HPRJUDSKLFV��LQWHUHVWV��LQWHQW�DQG�VRFLDO�DQG�VHDUFK�UHWDUJHWLQJ�DUH�MXVW�VRPH�H[DPSOHV�RI�WKH�W\SHV�RI�DXGLHQFH�GDWD�DYDLODEOH�ZLWKLQ�WKH�V\VWHP�

&UHDWLQJ�PHDQLQJIXO�LQVLJKWV�LQWR�DXGLHQFH�VHJPHQWV�LV�D�NH\�JRDO�IRU�DOO�RXU�FXVWRPHUV��ZKHWKHU�WKH\�DUH�WUDGLQJ�GHVNV��DJHQFLHV�RU�DGYHUWLVHUV����

Audience Report

7KH�$XGLHQFH�5HSRUW�DOORZV�\RX�WR�JHQHUDWH�GHOLYHU\��SHUIRUPDQFH�DQG�FRVW�VWDWLVWLFV�RQ�ERWK�ȴUVW��DQG�WKLUG�SDUW\�DXGLHQFH�VHJPHQWV�ZLWKLQ�\RXU�FDPSDLJQ�DQG�DOVR�JDLQ�QHZ�LQVLJKWV��ZKLFK�DUH�JHQHUDOO\�XQUHODWHG�WR�\RXU�FDPSDLJQ��DERXW�WKH�XVHUV�\RX�KDYH�GHOLYHUHG�DGV�WR��

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV Generating Insights 2.17

Best Practices for Ad Creative:

Use a variety of ad sizes to maximize reach. %\�XWLOL]LQJ�WKUHH�RU�PRUH�VWDQGDUG�FUHDWLYH�VL]HV��\RX�DUH�DEOH�WR�JHW�WKH�PRVW�RXW�RI�DYDLODEOH�LQYHQWRU\�VRXUFHV��ΖQ�SDUWLFXODU��DGGLQJ�FUHDWLYH�XQLWV�FDQ�LPSURYH�UHPDUNHWLQJ�VFDOH��XQORFNLQJ�QHZ�VLWHV�DQG�FKDQQHOV�

([SORUH�GLHUHQW�FUHDWLYH�FRQFHSWV�WR�PD[LPL]H�LPSDFW� 7HVWLQJ�VHYHUDO�FUHDWLYH�FRQFHSWV�FDQ�KHOS�\RX�XQGHUVWDQG�ZKLFK�PHVVDJHV�UHVRQDWH�EHVW�ZLWK�VSHFLȴF�DXGLHQFH�VHJPHQWV�

!

Insights into Audience

Did You Know?

ΖQYLWH�0HGLD�LV�LQWHJUDWHG�ZLWK�PRUH�WKDQ����WKLUG�SDUW\�GDWD�SDUWQHUV�!

Page 43: Digital marketing strategy playbook

ΖPSUHVVLRQV &75

'DWD�3URYLGHU�$��ΖQWHUHVW�$XWRPRWLYH

'DWD�3URYLGHU�&��ΖQ�0DUNHW�$XWRPRWLYH

������� �����

������ �����

'DWD�3URYLGHU�%��ΖQWHUHVW�$XWRPRWLYH ����� �����

&3&

�����

�����

�����

What can you do with this data? $UH�WKH�VHJPHQWV�SHUIRUPLQJ�IRU�\RX"�%UHDN�RXW�VHSDUDWH�FDPSDLJQV�IRU�KLJK�SHUIRUPLQJ�DXGLHQFH�VHJPHQWV��DQG�WDUJHW�PRUH�DJJUHVVLYHO\��ΖI�WKLUG�SDUW\�VHJPHQWV�DUH�SHUIRUPLQJ�SRRUO\��FRQVLGHU�PDNLQJ�DSSURSULDWH�RSWLPL]DWLRQV�WR�DGGUHVV�SHUIRUPDQFH�SULRU�WR�DFWXDO�UHPRYDO�IURP�\RXU�FDPSDLJQ�

Using reporting for new audience insights:

ΖQ�DGGLWLRQ�WR�FDPSDLJQ�UHODWHG�LQVLJKWV��DXGLHQFH�UHSRUWLQJ�FDQ�KHOS�\RX�IRUP�QHZ�LQVLJKWV�DERXW�DXGLHQFH�

Determine overlap between pixeled users and third-party

audience segments

)RU�LQVWDQFH��\RX�PD\�EH�D�GDWLQJ�VHUYLFH�WKDW�GLVFRYHUV�WKDW�\RXU�FXVWRPHUV�DUH�KLJKO\�FRUUHODWHG�ZLWK�LQWHUHVW�LQ�SURGXFW�VHJPHQWV�UHODWHG�WR�FKHHVH�DQG�ZLQH�����

Dissect how third-party segments perform

/HWȇV�VD\�\RXȇUH�D�WUDYHO�VLWH��DQG�\RX�ȴQG�WKDW�PDQ\�RI�\RXU�FXVWRPHUV�IDOO�LQWR�PDOH�DQG�IHPDOH�GHPRJUDSKLF�VHJPHQWV�RI�D�SDUWLFXODU�GDWD�SURYLGHU��<RX�QRWLFH�WKDW�\RXU�IHPDOH�FXVWRPHUV�KDYH�D�KLJKHU�ERRNLQJ�UDWH�WKDQ�\RXU�PDOH�FXVWRPHUV��LQGLFDWLQJ�WKDW�WKH�IHPDOH�GHPRJUDSKLF�VHJPHQW�RI�WKH�GDWD�SURYLGHU�LV�D�VWURQJ�VHJPHQW�IRU�\RX�WR�SXUVXH�

Illustrative example: Performance by audience segment

3HUIRUPDQFH�E\�DXGLHQFH�VHJPHQW

Note: For illustrative purposes only

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV Generating Insights 2.18

Page 44: Digital marketing strategy playbook

$GYHUWLVHU��7UDYHO�VLWH��_��6WUDWHJ\��5HPDUNHWLQJ��_��3L[HO�VHJPHQW��%RRNLQJV

Data Provider A: Females 18–34

Data Provider B: In-Market luxury Fashion

Data Provider A: Males 18–34

Impressions Booking Rate

256,000 15%

24,000 11%

248,000 6%

Size of Segment

560,000

246,000

526,000

ΖPSUHVVLRQV�GHOLYHUHG�WR�\RXU�ERRNLQJV�

segment

'DWD�3URYLGHU�$ȇV�VHJPHQW�RI���������IHPDOHV�PD\�EH�ZRUWK�WDUJHWLQJ�

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV Generating Insights 2.19

Illustrative example: Audience and performance overlap

&DPSDLJQ�LQIRUPDWLRQ�

Note: For illustrative purposes only

Best Practices:

Size matters. (YHQ�SULRU�WR�DGGLQJ�D�WKLUG�SDUW\�DXGLHQFH�VHJPHQW��HQVXUH�WKDW�WKH�VHJPHQW�SURYLGHV�WKH�VFDOH�\RX�QHHG�WR�PHHW�\RXU�FDPSDLJQ�REMHFWLYHV��ΖQYLWH�0HGLDȇV�6HJPHQW�8QLTXHV�5HSRUW�DQG�ΖQYHQWRU\�$YDLODELOLW\�5HSRUW�DUH�XVHIXO�WRROV�IRU�SURYLGLQJ�LQVLJKWV�LQWR�VHJPHQW�VL]H�

Consider cost of data. 7KLUG�SDUW\�GDWD�FRVWV�FDQ�KDYH�D�ODUJH�LPSDFW�RQ�FHUWDLQ�SHUIRUPDQFH�PHWULFV��&HUWDLQ�VHJPHQWV�ZLOO�EH�PRUH�YDOXDEOH�WR�\RX�WKDQ�RWKHUV��)RU�LQVWDQFH��D�XVHU�LQ�PDUNHW�WR�EX\�D�FDU�PD\�EH�PRUH�YDOXDEOH�WKDQ�D�XVHU�ZKR�KDV�DQ�LQWHUHVW�LQ�FDUV��DQG�ZLOO�WKHUHIRUH�FRPPDQG�D�KLJKHU�GDWD�FRVW��7KLV�DGGLWLRQDO�YDOXH�DQG�UHODWHG�FRVW�VKRXOG�EH�IDFWRUHG�LQWR�\RXU�SHUIRUPDQFH�JRDOV�DFFRUGLQJO\�

!

Page 45: Digital marketing strategy playbook

Look-alike Report: 7KLV�UHSRUW�LV�D�WRRO�IRU�GHWHUPLQLQJ�ZKHUH�\RXU�XVHUV�IDOO�LQ�WKLUG�SDUW\�VHJPHQWV��ΖQ�RWKHU�ZRUGV��LW�FRPSDUHV�\RXU�ȴUVW�SDUW\�VHJPHQWV�ZLWK�WKLUG�SDUW\�DXGLHQFHV�WR�GHWHUPLQH�RYHUODS�XVHUV�

How does the report identify overlap users?

7KH�UHSRUW�ORRNV�DFURVV�DOO�WKLUG�SDUW\�GDWD�VHJPHQWV�LQWHJUDWHG�ZLWKLQ�ΖQYLWH�0HGLD�WR�VHH�LI�XVHUV�ZLWKLQ�WKH�VHJPHQWV�KDYH�YLVLWHG�\RXU�VLWH��$FFRUGLQJ�WR�WKH�FRQWULEXWLRQ�RI�XVHUV�ZKR�KDYH�YLVLWHG�\RXU�VLWH��HDFK�WKLUG�SDUW\�GDWD�VHJPHQW�LV�WKHQ�VFRUHG�ZLWK�D�/RRN�DOLNH�0DWFK�5DWLR�DQG�JLYHQ�D�\HV�RU�QR�LQGLFDWLRQ�DV�WR�ZKHWKHU�WKH�VHJPHQW�LV�D�JRRG�PDWFK�DJDLQVW�\RXU�XVHUV��/RRN�DOLNH�VHJPHQWV�FDQ�EH�PRGHOHG�IRU�DQ\�RI�\RXU�ȴUVW�SDUW\�SL[HO�VHJPHQWV��YLVLWRUV��FRQYHUWHUV��SURGXFW�HQWKXVLDVWV��HWF�

What can you do with this data?

8VLQJ�WKLV�LQIRUPDWLRQ��\RX�FDQ�DGG�WDUJHWLQJ�VWUDWHJLHV�WR�H[SDQG�UHDFK�WKURXJK�UHOHYDQW�WKLUG�SDUW\�DXGLHQFH�VHJPHQWV�

0DWFK�5DWLR��$EVROXWH�ZHLJKWLQJ�RI�KRZ�PXFK�PRUH�VLPLODU�WKLV�VHJPHQW�LV�WKDQ�D�UDQGRP�UXQ�RI�QHWZRUN�VDPSOLQJ�

Match Ratio: ���7DUJHW�7KLUG�3DUW\�6HJPHQW� No

Match Ratio: ����7DUJHW�7KLUG�3DUW\�6HJPHQW� <HV

Illustrative example: Look-alike reporting

Note: For illustrative purposes only

Look-alike Modeling

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV Generating Insights 2.20

Page 46: Digital marketing strategy playbook

Segment Uniques Reporting: 7KLV�UHSRUW�DOORZV�\RX�WR�VHH�KRZ�PDQ\�XQLTXH�XVHUV�DUH�LQ�D�SDUWLFXODU�SL[HO�VHJPHQW�

What can you do with this data?

Remarketing Pixel Segment: Browse Product Main Page

35K

30K

25K

20K

Aug 28, 2011 Sept 04, 2011 Sept 11, 2011

15K

10K

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV Generating Insights 2.21

Illustrative example: Remarketing segment—uniques

Note: For illustrative purposes only

Segment Uniques

Understand existing segment size

0HDVXUH�WKH�VL]H�RI�\RXU�ȴ�UVW�SDUW\�UHPDUNHWLQJ�VHJPHQWV�DV�ZHOO�DV�DQ\�WKLUG�SDUW\�VHJPHQWV�WKDW�DUH�OLYH�ZLWKLQ�ΖQYLWH�0HGLD�

Gauge potential of prospecting

8QGHUVWDQG�KRZ�YDULRXV�SURVSHFWLQJ�VWUDWHJLHV�FDQ�DHFW�JURZWK�LQ�\RXU�UHPDUNHWLQJFRRNLH�SRRO��

Gauge potential of third-party segments

.QRZ�ZKHWKHU�\RX�FDQ�JHW�WKH�VFDOH�\RX�QHHG�IURP�WKH�WKLUG�SDUW\�VHJPHQWV�\RX�ZRXOG� OLNH�WR�WDUJHW�

Page 47: Digital marketing strategy playbook

Key TakeawaysAdvancing Your Strategies with Invite Media:

The Consumer Journey$OLJQ�\RXU�PDUNHWLQJ�WDFWLFV�WR�EHWWHU�DQWLFLSDWH�WKH�FRQVXPHU�GHFLVLRQ�MRXUQH\�ZLWKLQ�DQ�HYROYLQJ�DQG�G\QDPLF�HQYLURQPHQW�

Real-Time Bidding Strategies8VH�JUDQXODU�VWUDWHJLHV�WR�GHOLYHU�LPSUHVVLRQV�DJDLQVW�\RXU�SUHFLVH�DXGLHQFH�LQ�UHDO�WLPH�PLOOLRQV�RI�WLPHV�D�GD\�

Generating Insights.H\�OHYHUV�ZKLFK�\RX�FDQ�JDLQ�LQVLJKWV�IURP�LQFOXGH��

ȏ��4XLFN�6WDWV

ȏ��ΖQYHQWRU\

ȏ��)UHTXHQF\

ȏ��5HJLRQV�DQG�'0$V

ȏ��'D\SDUWV

ȏ��&UHDWLYH

ȏ��$XGLHQFH

ȏ��/RRN�DOLNH�0RGHOLQJ

ȏ��6HJPHQW�8QLTXHV

Invite Media by Google $GYDQFLQJ�<RXU�6WUDWHJLHV Generating Insights 2.22

Page 48: Digital marketing strategy playbook

Components for Success

Invite Media: A single access point for transparent media buying across all major sources of real-time bidded inventory.

Page 49: Digital marketing strategy playbook

ȏ��5HYLHZ�SURFHVV

ȏ��&ODULI\�ZRUNȵRZ

ȏ���$VVLJQ�UROHV�DQG�UHVSRQVLELOLWLHV

ȏ��3URYLGH�V\VWHP�ORJ�LQV

ȏ�3ULPDU\�DQG�VHFRQGDU\�JRDOV

ȏ�)OLJKW�GDWHV�

ȏ�%XGJHW��FXUUHQW�DQG�JURZWK�WUDMHFWRU\��

ȏ�*HRJUDSKLF�UHTXLUHPHQWV�

ȏ�6LWHV��85/�H[FOXVLRQV�LQFOXVLRQV��

ȏ�7DUJHW�DXGLHQFH��DJH��JHQGHU�� LQFRPH��LQWHUHVWV�

ȏ�7KLUG�SDUW\�GDWD��DYDLODEOH�GDWD�EXGJHW��

ȏ�&UHDWLYH�LQVLJKWV��ZKLFK�DG�XQLWV�IRUPDWV�WHQG�WR�ZRUN�ZHOO"��

ȏ�3L[HO�LPSOHPHQWDWLRQ��W\SHV�DQG�ORFDWLRQ��

ȏ�&DPSDLJQ�PHWULFV�WDUJHWV

ȏ�$WWULEXWLRQ��SRVW�FOLFN��SRVW�YLHZ��RWKHU��

ȏ�5HSRUWLQJ�IUHTXHQF\�DQG�IRUPDW�

ȏ�:HHNO\�WHDP�FDOO��GD\�DQG�WLPH�

Continues >

Getting Started

<RXU�ȴUVW�ΖQYLWH�0HGLD�FDPSDLJQ�EHJLQV�ZLWK�\RXU�dedicated professional-services team walking you

through a four-phase process.

PHASE 1: DISCOVERY

Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV Getting Started 3.1

�.LFNR

Customer Discovery

Page 50: Digital marketing strategy playbook

PHASE 2: ACTIVATION

PHASE 3: OPTIMIZATION

PHASE 4: REVIEW

ȏ��&UHDWH�DGYHUWLVHU�DQG�FDPSDLJQ�LQ�%LG�0DQDJHU

ȏ��&UHDWH��VHQG�DQG�FRQȴUP�QHFHVVDU\�SL[HOV

ȏ��&RQȴUP�FUHDWLYH�VSHFV��DSSURYH��XSORDG�DQG�WHVW

ȏ��%X\�QHFHVVDU\��UG�SDUW\�GDWD�VHJPHQWV�

ȏ��&UHDWH�VLWH�OLVWV��DSSO\�EODFNOLVW�VLWHV�EUDQG�VDIH�ȴOWHUV�

ȏ���&DPSDLJQ�JRHV�OLYH�IRU�G\QDPLF�GHFLVLRQV

ȏ���&DPSDLJQ�JRHV�OLYH�ZLWK�PXOWLSOH�LQIRUPHG�VWUDWHJLHV

ȏ���%XGJHWV�DUH�DOORFDWHG�G\QDPLFDOO\�DFFRUGLQJ�WR�SHUIRUPDQFH�RI�VWUDWHJLHV�DQG�JRDOV

ȏ���5HYLHZ�UHVXOWV�DQG�GHOLYHU�LQVLJKWV

ȏ���3URYLGH�GHWDLOHG�FDPSDLJQ�DQG�SHUIRUPDQFH�EUHDNGRZQ

ȏ���2SWLPL]H�FDPSDLJQ�DQG�SHUIRUPDQFH�LQ�ȵLJKW

ȏ���'HOLYHU�LQVLJKWV�WR�LQIRUP�IXWXUH�EX\LQJ

ȏ��5HYLHZ�RYHUDOO�SODQ�DQG�H[HFXWLRQ

ȏ��&RQȴUP�PHWULFV

ȏ��ΖGHQWLI\�URDGEORFNV�DQG�UHG�ȵDJV

Activate campaign

Setup

Review

Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV Getting Started 3.2

Page 51: Digital marketing strategy playbook

Consolidating Your Buy

ΖQFUHPHQWDO�UHDFK�DQG�YDULHG�OHYHOV�RI�WHFKQRORJLFDO�SURȴFLHQF\��WDUJHWLQJ�FDSDELOLWLHV�DQG�VHUYLFHV�DUH�MXVW�VRPH�RI�WKH�UHDVRQV�EHKLQG�WKH�GHFLVLRQ�WR�FURVV�EX\��$W�ΖQYLWH�0HGLD��ZH��DQG�PDQ\�RI�RXU�FXVWRPHUV���EHOLHYH�WKDW�LQYHVWLQJ�LQ�FRQVROLGDWLRQ�ZLWK�D�VLQJOH�XQLYHUVDO�EX\LQJ�SODWIRUP�FDQ�SURYLGH�JUHDWHU�YDOXH�DQG�EHQHȴWV�WR�ORQJ�WHUP�JURZWK�

2QH�NH\�EHQHȴW�RI�XVLQJ�D�VLQJOH�EX\LQJ�SODWIRUP�LV�FRQVROLGDWLQJ�\RXU�UHPDUNHWLQJ��ZKLFK�KHOSV�UHPRYH�VHOI�FRPSHWLWLRQ��JLYLQJ�\RX�WKH�SRZHU�WR�FHQWUDOL]H�\RXU�VWUDWHJ\��RQH�UHPDUNHWLQJ�OLVW�WR�RQH�SDUWQHU��ZLWK�D�VLQJOH�IUHTXHQF\�FDS��$V�DQ�DGGHG�ERQXV��\RXU�FXVWRPHUV�JHW�D�EHWWHU�H[SHULHQFH�WRR�

:KLOH�FRQVROLGDWLQJ�\RXU�QRQ�JXDUDQWHHG�EX\LQJ�RU�UHPDUNHWLQJ�ZLWK�D�VLQJOH�SODWIRUP�PD\�KDYH�VRPH�PLQLPDO�LPSDFW�RQ�LQFUHPHQWDO�UHDFK��PXFK�RI�WKLV�FDQ�EH�PLWLJDWHG�E\�XVLQJ�D�SODWIRUP�WKDW�KDV�VFDOHG�LQWHJUDWLRQV�ZLWK�HYHU\�PDMRU�VRXUFH�RI�LQYHQWRU\��7KHUHIRUH��WDUJHWLQJ��WHFKQRORJ\�DQG�VHUYLFH�FDSDELOLWLHV�VKRXOG�EH�FRQVLGHUHG�EHIRUH�FRQVROLGDWLQJ�LQWR�D�VLQJOH�SODWIRUP�

Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV Consolidating Your Buy 3.3

Today we see many marketers using multiple

networks and platforms to buy non-guaranteed

ad inventory.

3XUFKDVLQJ�D�ODUJH�QXPEHU�RI�DGV�DFURVV�PDQ\�ZHEVLWHV��WKURXJK�PXOWLSOH�DG�QHWZRUNV��XVHG�WR�EH�DQ�HHFWLYH�RSWLRQ��%XW�DG�VSDFH�LVQȇW�ZKDW�LW�ZDV��7RGD\�PDQ\�RI�WKRVH�QHWZRUNV�DUH�SOXJJHG�LQWR�DG�H[FKDQJHV��7KLV�PHDQV�WKDW�QHWZRUNV�DUH�ODUJHO\�DOO�VHOOLQJ�WKH�VDPH�DG�VSDFH��RQ�WKH�VDPH�VLWHV��WR�WKH�H[WHQW�WKDW�WRGD\�WKHUH�LV�XS�WR�����RYHUODS�RI�UHDFK�DPRQJ�WRS�DG�QHWZRUNV�

Before

7LQ\�RYHUODSToday

8S�WR�����RYHUODS

Network A

Network B

Network C

The migration of ad networks

Page 52: Digital marketing strategy playbook

%HFDXVH�RI�QHWZRUN�RYHUODS��LI�\RX�JLYH�\RXU�UHPDUNHWLQJ�OLVW�WR�PXOWLSOH�YHQGRUV��\RX�ZLOO�HQG�XS�ELGGLQJ�DJDLQVW�\RXUVHOI��0XOWLSOH�QHWZRUNV�ZLOO�EH�SXUVXLQJ�WKH�VDPH�FRRNLHV��XQDZDUH�WKDW�WKH\ȇUH�DOO�ELGGLQJ�RQ�\RXU�EHKDOI�

1LQHW\�VHYHQ�SHUFHQW�RI�FXVWRPHUV�GRQȇW�FRQYHUW�WKH�ȴUVW�WLPH�WKH\�YLVLW�\RXU�VLWH�� 5HPDUNHWLQJ�LV�HVVHQWLDO�LQ�UH�HQJDJLQJ�WKHVH�FXVWRPHUV��<RXU�UHPDUNHWLQJ�OLVW�LV�VRPH�RI�WKH�PRVW�YDOXDEOH�GDWD�\RX�RZQ��VR�VPDUW�DGYHUWLVHUV�SURWHFW�LW�DQG�XVH�LW�FDUHIXOO\��ΖI�\RX�PLVXVH�\RXU�UHPDUNHWLQJ�OLVW��\RX�FRXOG�EH�EX\LQJ�EDFN�\RXU�RZQ�FXVWRPHUV�ODWHU�DW�DQ�LQFUHDVHG�SULFH�

Multiple vendors increases your cost

Using your remarketing data properly

$$

Customer Data

7KH�PRVW�YDOXDEOH�GDWD�\RX�RZQ

Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV Consolidating Your Buy 3.4

Page 53: Digital marketing strategy playbook

3.5

Launch day (L)

L to L+3 days

14 days from end

Final day (F)

([FKDQJH�EDVHG�FDPSDLJQV�RIWHQ�KDYH�FRPSOH[��PXOWL�OHYHO�REMHFWLYHV��7KLV�LQFOXGHV�HQVXULQJ�WKDW�DOORFDWHG�EXGJHWV�DUH�VSHQW�DQG�VSHFLȴF�SHUIRUPDQFH�PHWULFV�DQG�YDULRXV�DGYHUWLVHU�VSHFLȴF�UHTXLUHPHQWV�DUH�PHW��7KHUHIRUH��KXPDQ�H[SHUWLVH�LV�QHHGHG�WR�ȊSRLQWȋ�RSWLPL]DWLRQ�LQ�RUGHU�WR�GHOLYHU�PD[LPXP�YDOXH��2SWLPL]DWLRQ�ZRUNȵRZ�ZLOO�YDU\�GHSHQGLQJ�RQ�WKH�FXVWRPHU��FDPSDLJQ��PDUNHWSODFH�FRQGLWLRQV�DQG�RWKHU�IDFWRUV��+RZHYHU��WKHUH�DUH�XVHIXO�XQLYHUVDO�WLSV�WR�FRQVLGHU�

(HFWLYH�FDPSDLJQ�RSWLPL]DWLRQ�HQWDLOV�H[SHULHQFHG�account managers applying both automatic and

manual optimization strategies to maximize

campaign performance.

Optimization

Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV Optimization

5HYLHZ�VHWXS��FRQȴUP�WKDW�FUHDWLYH�LV�DSSURYHG�RQ�DOO�H[FKDQJHV��FKHFN�WKDW�DOO�FDPSDLJQV�DUH�OLYH�

0RQLWRU�FDPSDLJQ�SDFLQJ�DQG�SHUIRUPDQFH��3DFLQJ�LV�PRUH�LPSRUWDQW�WKDQ�SHUIRUPDQFH�DW�WKLV�HDUO\�VWDJH��$GMXVW�\RXU�SDFLQJ�DV�QHHGHG�WR�HQVXUH�WKDW�WKH�FDPSDLJQ�LV�UDPSLQJ�SURSHUO\��H�J���LV�\RXU�SDFLQJ�FRQVLVWHQW�WKURXJKRXW�WKH�GD\"�ΖV�\RXU�GDLO\�VSHQGLQJ�RQ�WUDFN"���ΖI�\RX�WKLQN�\RX�ZLOO�EH�XVLQJ�WKH�DXWR�RSWLPL]DWLRQ�IHDWXUH�GXULQJ�WKH�FRXUVH�RI�WKH�FDPSDLJQ��DOORZ�IRU�D�VWDWLF�OHDUQLQJ�SHULRG��H�J���RWKHU�WKDQ�VOLJKW�DGMXVWPHQWV�WR�SDFLQJ��GR�QRW�DGMXVW�SDUDPHWHUV�GXULQJ�WKLV�SHULRG��

ΖI�\RX�DUH�VWLOO�VHHLQJ�WKDW�SDUDPHWHUV�DUH�QRW�RQ�WDUJHW�DIWHU�YDULRXV�RSWLPL]DWLRQ�HRUWV��FRQVLGHU�VKXWWLQJ�R�WKH�ZRUVW�SHUIRUPLQJ�FDPSDLJQV�DQG�UHDOORFDWLQJ�EXGJHW�WR�WKH�EHVW�SHUIRUPLQJ�FDPSDLJQV��'XULQJ�WKLV�WLPH�\RX�PD\�DOVR�ZDQW�WR�FRQVLGHU�SDFLQJ�DKHDG�WR�HQVXUH�IXOO�GHOLYHU\�RI�VSHQG��H�J���WRZDUG�WKH�HQG�RI�FDOHQGDU�EXGJHW�SHULRG��FRPSHWLWLRQ�LQFUHDVHV�DQG�LPSUHVVLRQV�DUH�LQ�JUHDWHU�GHPDQG��

0RQLWRU�FDPSDLJQ�FORVHO\��PDNH�UHPDLQLQJ�FKDQJHV�HDUO\�LQ�WKH�GD\�WR�HQVXUH�WKDW�WKH\�FDQ�KDYH�DQ�HHFW�EHIRUH�WKH�FDPSDLJQ�HQGV�

Timing Campaign Life Cycle Marker

Page 54: Digital marketing strategy playbook

8VH�GHWDLOHG�FDPSDLJQ�UHSRUWLQJ�WR�PDNH�DQ\�QHFHVVDU\�RSWLPL]DWLRQV�IRU�WKH�ZHHN��ΖI�\RXU�FDPSDLJQ�KDV�UXQ�WKH�SULRU�ZHHNHQG��EH�VXUH�WR�WDNH�VSHFLDO�FDUH�UHJDUGLQJ�DQ\�DGMXVWPHQWV�VWHPPLQJ�IURP�ZHHNHQG�SHUIRUPDQFH�

0RQLWRU�GHWDLOHG�FDPSDLJQ�UHSRUWLQJ�WR�DVVHVV�LPSDFW�RI�HDUO\�ZHHN�RSWLPL]DWLRQV��DQG�PDNH�PLQRU�DGMXVWPHQWV�DFFRUGLQJO\�

0RQLWRU�GHWDLOHG�FDPSDLJQ�UHSRUWLQJ��WU\�WR�DYRLG�PDNLQJ�DQ\�FKDQJHV�SULRU�WR�WKH�ZHHNHQG�WR�HQVXUH�WKDW�WKH�FDPSDLJQ�LV�VWDELOL]HG�JRLQJ�LQWR�WKH�ZHHNHQG��7KLV�LV�SDUWLFXODUO\�LPSRUWDQW�EHFDXVH�ZHHNHQG�SHUIRUPDQFH�FDQ�EH�GLHUHQW�WKDQ�ZHHNGD\�DQG�FDPSDLJQV�PD\�QRW�EH�PRQLWRUHG�DV�FORVHO\�RYHU�WKH�ZHHNHQGV�

Ideally, campaign monitoring should occur daily. Once your campaign

has ramped properly past the launch phase, some important weekly

tasks to keep in mind are:

MO

ND

AY

FR

IDA

Y

MID

WE

EK

3.6Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV Optimization

Page 55: Digital marketing strategy playbook

Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV Optimization 3.7

Bid optimization

%LG�FRPSHWLWLYHO\�WR�HQVXUH�WKDW�\RX�ZLQ�WKH�DXFWLRQ�RIWHQ�HQRXJK�WR�NHHS�\RXU�FDPSDLJQ�RQ�SDFH��$V�\RX�EHJLQ�WR�SODFH�ELGV��\RX�ZLOO�JHW�D�EHWWHU�LGHD�RI�FOHDULQJ�SULFHV��<RX�PD\�DOVR�XVH�WKH�PHGLD�FRVW�H&30�UHSRUWLQJ�PHWULF�WR�JDXJH�ZKHWKHU�\RX�KDYH�DQ�DSSURSULDWH�ELG�JLYHQ�WKH�HHFWLYH�FRVW�RI�WKH�PHGLD��IRU�57%�RQO\��

Frequency optimization

8VH�IUHTXHQF\�UHSRUWLQJ�WR�XQGHUVWDQG�WKH�IUHTXHQF\�DW�ZKLFK�\RXU�DGV�DUH�PRVW�UHVSRQVLYH��%H�VXUH�WR�FRQVLGHU�ERWK�GDWD� DQG�SHUIRUPDQFH�LQ�FKRRVLQJ�WR�DGMXVW�IUHTXHQF\�XS�RU�GRZQ�

Site list optimization

8VH�LQYHQWRU\�UHSRUWLQJ�WR�HYDOXDWH�FDPSDLJQV�E\�VLWH�WR�JDLQ�LQVLJKWV�LQWR�LQYHQWRU\�WKDW�SHUIRUPV�EHVW�IRU�\RXU�FDPSDLJQV��&RQVLGHU�UHPRYLQJ�SRRUO\�SHUIRUPLQJ�VLWHV�DQG�RU�IRFXVLQJ�HRUWV�RQ�EHVW�SHUIRUPLQJ�VLWHV�

Geo optimization

8VH�UHJLRQ�RU�'0$�UHSRUWLQJ�WR�HYDOXDWH�DUHDV�WKDW�DUH�SHUIRUPLQJ�ZHOO��&RQVLGHU�VSOLWWLQJ�FDPSDLJQV�E\�KLJK�SHUIRUPLQJ�UHJLRQV�RU�'0$V�DQG�UHPRYLQJ�SRRUO\�SHUIRUPLQJ�DUHDV��

Creative optimization

8VH�FUHDWLYH�UHSRUWLQJ�WR�DVVHVV�SHUIRUPDQFH�E\�FUHDWLYH�VL]H��1RWH�WKDW�YDU\LQJ�DG�VL]H�FDQ�EHWWHU�DVVLVW�\RX�LQ�XQGHUVWDQGLQJ�KRZ�WR�XQORFN�XQWDSSHG�FDPSDLJQ�UHDFK��ΖWȇV�DOZD\V�D�JRRG�SUDFWLFH�WR�VHH�LI�WKH�DJHQF\�KDV��RU�FDQ�SURGXFH��D�ZLGHU�YDULHW\�RI�FUHDWLYH�VL]HV�IRU�FDPSDLJQV�

Audience optimization

8VH�DXGLHQFH�UHSRUWLQJ�WR�XQGHUVWDQG�WKH�SHUIRUPDQFH�RI�WKH�VHJPHQWV�\RX�DUH�WDUJHWLQJ��ΖWȇV�DOVR�LPSRUWDQW�WR�FRQVLGHU�ZKHWKHU�WKH�VHJPHQWV�DUH�ODUJH�HQRXJK�WR�GHOLYHU�WKH�VFDOH�\RX�QHHG�WR�DFKLHYH�\RXU�VSHFLȴF�FDPSDLJQ�JRDOV��WKLV�LV�HVSHFLDOO\�LPSRUWDQW�IRU�KLJK�UHDFK�SURVSHFWLQJ�FDPSDLJQV��

Daypart optimization

8VH�KRXU�RI�GD\�UHSRUWLQJ�WR�HYDOXDWH�SHUIRUPDQFH�E\�GD\SDUW��&RQVLGHU�UHPRYLQJ�GD\SDUWV�WKDW�KDYH�ORZ�SHUIRUPDQFH�WR�IRFXV�GHOLYHU\�RQ�KRXUV�RU�GD\V�WKDW�SHUIRUP�ZHOO�

Recency optimization

&RQVLGHU�XVLQJ�UHFHQF\�VHJPHQWDWLRQ�IRU�UHPDUNHWLQJ�FDPSDLJQV��%UHDNLQJ�FDPSDLJQV�RXW�LQWR�UHFHQF\�EXFNHWV�ZLOO�DOORZ�\RX�WR�ELG�PRUH�HHFWLYHO\�IRU�WKH�PRVW�UHFHQW�RU�KLJK�YDOXH�XVHUV�

General thinking about routine optimizations

$V�\RX�VWDUW�WR�WKLQN�DERXW�FDPSDLJQ�SHUIRUPDQFH��NHHS�LQ�PLQG�WKDW�\RX�ZLOO�SUREDEO\�KDYH�WR�DSSO\�ȊPDQXDOȋ�RSWLPL]DWLRQV�WR�DFFHOHUDWH�WKH�SURJUHVV�WRZDUG�FDPSDLJQ�REMHFWLYHV�IRU�VRPH�VWUDWHJLHV�ZKLOH�VWLOO�XWLOL]LQJ�DXWR�RSWLPL]DWLRQ�IRU�RWKHUV��

When using reporting to inform these manual optimizations:

&RQVLGHU�EUHDNLQJ�RXW�FDPSDLJQV�VSHFLȴFDOO\�DFFRUGLQJ�WR�KLJK�SHUIRUPLQJ�WDUJHWLQJ�SDUDPHWHUV WKLV�ZLOO�OHW�\RX�RSWLPL]H�PRUH�HHFWLYHO\�IRU�WKHVH�DUHDV��$V�\RX�LVRODWH�FDPSDLJQV�UHODWHG�WR�WKHVH�SDUDPHWHUV��UHPHPEHU�WR�H[FOXGH�WKH�VDPH�SDUDPHWHUV�IURP�WKH�GHIDXOW�FDPSDLJQ��

&RQVLGHU�HOLPLQDWLQJ�DQ\�SRRUO\�SHUIRUPLQJ�WDUJHWLQJ�SDUDPHWHUV

Page 56: Digital marketing strategy playbook

Address performance before pacing.

)LUVW��FRQVLGHU�IUHTXHQF\�DQG�VLWH�OLVW�RSWLPL]DWLRQ��6HFRQG��FRQVLGHU�GD\SDUW�DQG�JHR�RSWLPL]DWLRQ��7KLUG��FRQVLGHU�ORZHULQJ�ELGV�RU�FUHDWLYH�RSWLPL]DWLRQ��2QFH�SHUIRUPDQFH�LV�DGGUHVVHG��DOORFDWH�PRUH�WR�WKH�EHVW�SHUIRUPLQJ�SDUDPHWHUV��(QVXUH�\RXȇUH�QRW�KLWWLQJ�EXGJHW�FDSV�RU�FDSSLQJ�RXW�HDUO\�LQ�WKH�GD\�

Address performance before pacing.

)LUVW��FRQVLGHU�IUHTXHQF\�DQG�VLWH�OLVW�RSWLPL]DWLRQ��6HFRQG��FRQVLGHU�GD\SDUW�DQG�JHR�RSWLPL]DWLRQ��7KLUG��FRQVLGHU�ORZHULQJ�ELGV�RU�FUHDWLYH�RSWLPL]DWLRQ��2QFH�SHUIRUPDQFH�LV�DGGUHVVHG��DOORFDWH�PRUH�WR�WKH�EHVW�SHUIRUPLQJ�SDUDPHWHUV��(QVXUH�\RXȇUH�QRW�KLWWLQJ�EXGJHW�FDSV�RU�FDSSLQJ�RXW�HDUO\�LQ�WKH�GD\�

Address performance before pacing.

)LUVW��FRQVLGHU�IUHTXHQF\�DQG�VLWH�OLVW�RSWLPL]DWLRQ��6HFRQG��FRQVLGHU�GD\SDUW�DQG�JHR�RSWLPL]DWLRQ��7KLUG��FRQVLGHU�ORZHULQJ�ELGV�RU�FUHDWLYH�RSWLPL]DWLRQ��2QFH�SHUIRUPDQFH�LV�DGGUHVVHG��DOORFDWH�PRUH�WR�WKH�EHVW�SHUIRUPLQJ�SDUDPHWHUV��(QVXUH�\RXȇUH�QRW�KLWWLQJ�EXGJHW�FDSV�RU�FDSSLQJ�RXW�HDUO\�LQ�WKH�GD\�

Bu

dg

ets

un

de

r p

ace

Bu

dg

ets

on

pa

ce

Bu

dg

ets

ov

er

pa

ce

Common tips for guiding campaign optimization

Optimize to capitalize on momentum

Account management DLPV�IRU�ȊRQ�SDFHȋ�DQG�ȊDFKLHYLQJ�JRDOȋ�RU�ȊH[FHHGLQJ�JRDOȋ�ZKHQ�PDNLQJ�RSWLPL]DWLRQV��ΖI�\RXȇUH�ȊRQ�SDFHȋ�RU�ȊRYHU�SDFHȋ�ZKLOH�VWLOO�DFKLHYLQJ�RU�H[FHHGLQJ�\RXU�JRDOV��EULQJ�LQ�QHZ�EXGJHWV�WR�FDSLWDOL]H�RQ�\RXU�PRPHQWXP��.HHS�LQ�PLQG�WKDW�SXOOLQJ�PDQ\�OHYHUV�FDQ�FUHDWH�UHVXOWV�WKDW�KDYH�PDQ\�HHFWV�

6WDUW�RSWLPL]DWLRQV�WKDW�DUH�PRUH�SUHGLFWDEOH��ΖI�\RXȇUH�ȊRQ�SDFHȋ�DQG�ȊDFKLHYLQJ�JRDOV�ȋ�\RXȇOO�ZDQW�WR�H[WUDFW�JUHDWHU�SHUIRUPDQFH�E\�UHPRYLQJ�ORZ�SHUIRUPLQJ�VLWHV�DQG�ORZHULQJ�IUHTXHQF\��ERWK�RI�ZKLFK�ZLOO�GULYH�SUHGLFWDEOH�LPSDFW�

Not achieving goal

3.8Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV Optimization

Page 57: Digital marketing strategy playbook

Address pacing.

&RQȴUP�\RXȇUH�QRW�KLWWLQJ�DQ\�EXGJHW�FDSV�RU�FDSSLQJ�RXW�EXGJHWV�HDUO\�LQ�WKH�GD\��7KHQ�LQFUHDVH�ELGV�DQG�RU�IUHTXHQF\��1H[W�FRQVLGHU�DGGLQJ�VWUDWHJLHV��VXFK�DV�QHZ�DXGLHQFH�EX\LQJ�FDPSDLJQV�

Explore opportunities to add new

budget to campaigns, and look to

make predictable optimizations

that can enhance performance.

&RQVLGHU�UHPRYLQJ�VLWHV�WKDW�GHOLYHU�DJDLQVW�KLJKHU�VSHQG�DQG�ORZHU�SHUIRUPDQFH��7KHQ�FRQVLGHU�ORZHULQJ�IUHTXHQF\�

Explore opportunities to add new

budget to campaigns, and look to

make predictable optimizations

that can enhance performance.

&RQVLGHU�UHPRYLQJ�VLWHV�WKDW�GHOLYHU�DJDLQVW�KLJKHU�VSHQG�DQG�ORZHU�SHUIRUPDQFH��7KHQ�FRQVLGHU�ORZHULQJ�IUHTXHQF\�

Explore opportunities to add new

budget to campaigns, and look to

make predictable optimizations

that can enhance performance.

&RQVLGHU�UHPRYLQJ�VLWHV�WKDW�GHOLYHU�DJDLQVW�KLJKHU�VSHQG�DQG�ORZHU�SHUIRUPDQFH��7KHQ�FRQVLGHU�ORZHULQJ�IUHTXHQF\�

Address pacing.

&RQȴUP�\RXȇUH�QRW�KLWWLQJ�DQ\�EXGJHW�FDSV�RU�FDSSLQJ�RXW�EXGJHWV�HDUO\�LQ�WKH�GD\��7KHQ�LQFUHDVH�IUHTXHQF\��7KHQ�FRQVLGHU�LQFUHDVLQJ�ELGV��1H[W��LI�\RX�KDYH�WKH�RSWLRQ��H[SDQG�UHDFK�WR�QHZ�LQYHQWRU\�RU�JHRV��)LQDOO\��FRQVLGHU�DGGLQJ�VWUDWHJLHV��VXFK�DV�QHZ�DXGLHQFH�EX\LQJ�FDPSDLJQV�

Explore opportunities to add new

budget to campaigns, and look to

make predictable optimizations

that can enhance performance.

&RQVLGHU�UHPRYLQJ�VLWHV�WKDW�GHOLYHU�DJDLQVW�KLJKHU�VSHQG�DQG�ORZHU�SHUIRUPDQFH��7KHQ�FRQVLGHU�ORZHULQJ�IUHTXHQF\�

Invite Media by Google �&RPSRQHQWV�IRU�6XFFHVV Optimization 3.9

Achieving goal Exceeding goal

Bu

dg

ets

un

de

r p

ace

Bu

dg

ets

on

pa

ce

Bu

dg

ets

ov

er

pa

ce

Page 58: Digital marketing strategy playbook

5HFHQWO\��PDQ\�PHGLD�RXWOHWV�LQ�WKH�LQGXVWU\�KDYH�VKDUHG�SHUVSHFWLYHV�UHJDUGLQJ�FRQFHUQV�DERXW�WKH�TXDOLW\�RI�H[FKDQJH�LQYHQWRU\��:H�EHOLHYH�WKDW�WKHVH�SHUVSHFWLYHV�DUH�LQ�QHHG�RI�JUHDWHU�FRQVLGHUDWLRQ��7RGD\��PDQ\�PDUNHWHUV��LQFOXGLQJ�)RUWXQH�����EUDQGV��FDUU\�RXW�VXFFHVVIXO�DQG�HHFWLYH�H[FKDQJH�EDVHG�GLVSOD\�EX\V��)XUWKHU��WKH�WHFKQRORJ\�XVHG�IRU�PHDVXULQJ�LQVLJKWV�FRQFHUQLQJ�ȊQRQ�FRQYHUWLQJȋ�LPSUHVVLRQV�LV�LQ�LWV�QDVFHQW�VWDJHV��DQG�LQGXVWU\�RSLQLRQ�RQ�GHȴQLQJ�ZKLFK�LQYHQWRU\�LV�ȊDERYH�WKH�IROGȋ�YDULHV��

$W�ΖQYLWH�0HGLD��ZH�EHOLHYH�LQ�SURYLGLQJ�FXVWRPHUV�ZLWK�PD[LPXP�WUDQVSDUHQF\�FRQFHUQLQJ�ZKHUH�WKHLU�DGV�DSSHDUHG�DQG�ZKHWKHU�WKH\�ZHUH�VHHQ��WKDW�LV�ZK\�ZH�FRQWLQXH�WR�LQYHVW�LQ�HTXLSSLQJ�RXU�FXVWRPHUV�ZLWK�ȵH[LEOH�FDPSDLJQ�WRROV��

:H�EHOLHYH�WKDW�UHVXOWV�DUH�WKH�XOWLPDWH�PHDVXUH�RI�TXDOLW\��7KH�VXFFHVV�DQG�SHUIRUPDQFH�RXU�FXVWRPHUV�JHW�IURP�WKHLU�FDPSDLJQV�SURYH�WKLV�HYHU\�GD\�

ȏɄ8VH�ȊDERYH�WKH�IROGȋ�WDUJHWLQJ�RQ�'RXEOH&OLFN�$G�([FKDQJHȏɄ/HYHUDJH�ΖQYLWH�0HGLDȇV�EUDQG�VDIH�OLVWȏɄ&UHDWH�\RXU�RZQ�FXVWRP�FKDQQHOV�DQG�VLWH�OLVWVȏɄ(DVLO\�DFFHVV�DOO�PDMRU�DG�YHULȴFDWLRQ�SDUWQHUV�LQ�WKH�VSDFH

Quality of Exchange Inventory

Brand Safety

Did You Know?

ΖQYLWH�0HGLD�ZDV�UHFHQWO\�QDPHG���RI�WKH���Ȋ7RS�&RPSOLDQW�$G�3ODWIRUPVȊ�E\�'RXEOH9HULI\�

!

Invite Media by Google �&RPSRQHQWV�IRU�6XFFHVV Brand Safety 3.10

Page 59: Digital marketing strategy playbook

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.

$$$$ $$$$$$

ΖQFUHDVH�ELGGLQJ�HɝFLHQF\�WKURXJK�UHFHQF\�VHJPHQWDWLRQ

Visited

30 days ago

Visited

14 days ago

Visited

yesterday

Visited

7 days ago

7LPH�VLQFH�SULRU�YLVLW

9DU\�\RXU�ELGV�DFFRUGLQJ�WR�WKH�H[SHFWHG�YDOXH�RI�HDFK�LPSUHVVLRQ��8VH�UHFHQF\�SL[HOV�WR�ELG�PRUH�DJJUHVVLYHO\�RQ�WKH�PRVW�UHFHQW�YLVLWRUV�ZKLOH�DWWULEXWLQJ�D�ORZHU�ELG�WR�DQ�DJLQJ�YLVLWRU�EDVH���

Page 60: Digital marketing strategy playbook

RECENCYDSP Evaluation

:H�ZDQWHG�WR�WDNH�VRPH�WLPH�WR�VKDUH�RXU�SHUVSHFWLYH�RQ�ZKDW�ZH�KDYH�OHDUQHG�ZKHQ�LW�FRPHV�WR�GHWHUPLQLQJ�D�EHVW�ȴW�SODWIRUP�

$V�\RX�FRQVLGHU�\RXU�UHTXLUHPHQWV��LWȇV�LPSRUWDQW�WR�NHHS�LQ�PLQG�D�SULRULWL]HG�OLVW�RI�NH\�IHDWXUHV�DQG�VHUYLFHV�ZKLFK�ZLOO�DOORZ�\RX�WR�ZHLJK�WKH�SURV�DQG�FRQV�ZKLFK�ZLOO�KHOS�\RX�PDNH�\RXU�XOWLPDWH�VHOHFWLRQ�

Tips for platform customers:

ȏ�ΖQYHVW�LQ�VWD�DQG�RSHUDWLRQV�

ȏ�1DUURZ�GRZQ�'63�FDQGLGDWHV�WR�WZR�RU�WKUHH�SODWIRUPV�

ȏ�$OORZ�DPSOH�WLPH�WR�EHFRPH�IDPLOLDU�DQG�H[HFXWH�SURFHVVHV�ZLWK�HDFK�FDQGLGDWH�

&KRRVLQJ�D�'63�SDUWQHU�VKRXOG�EH�VHHQ�DV�D�ORQJ�WHUP�LQYHVWPHQW��DQG�LWȇV�FULWLFDO�WR�HQVXUH�WKDW�\RX�FRQGXFW�D�FRPSUHKHQVLYH�H[SORUDWLRQ�WR�VHOHFW�D�SODWIRUP�WKDW�LV�WKH�EHVW�ȴW�IRU�\RXU�RUJDQL]DWLRQ�DQG�QHHGV�

With the proliferation of DSPs in the marketplace,

an increasing number of trading desks, agencies and

advertisers are beginning to consider them for use in

buying display media.

Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV DSP Evaluation 3.12

Page 61: Digital marketing strategy playbook

Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV DSP Evaluation 3.13

Targeting

access

)XOO\�LQWHJUDWHG�WKLUG�SDUW\�GDWD�partnerships

Stability

5HOLDELOLW\�RI�V\VWHP�SHUIRUPDQFH

Performance

$FKLHYLQJ�\RXU� FDPSDLJQ�JRDOV

Inventory

access )OH[LEOH�DFFHVV�WR�DOO�PDMRU�exchanges

Usability

(DVH�RI�DFWXDOO\�XVLQJ� WKH�SODWIRUP

ȏ��+RZ�PDQ\�VFDOHG�LQWHJUDWLRQV�ZLWK�LQYHQWRU\�VRXUFHV�GR�WKH\�KDYH"

ȏ��'R�\RX�KDYH�VSHFLDOL]HG�H[FKDQJH�DFFHVV��H�J���SULYDWH�H[FKDQJHV��H[FKDQJH�RZQHG�VHDWV�"

ȏ��&DQ�WKH\�GHYHORS�WR�SURYLGH�IRU�HPHUJLQJ�IRUPDW�RSSRUWXQLWLHV"

ȏ��ΖV�LW�HDV\�WR�XVH�\RXU�RZQ�ȴUVW�SDUW\�GDWD�IRU�WDUJHWLQJ"

ȏ��+RZ�PDQ\�VFDOHG�LQWHJUDWLRQV�ZLWK�GDWD�VRXUFHV�GR�WKH\�KDYH"��

ȏ��'R�WKH\�RHU�VHUYHU�WR�VHUYHU�LQWHJUDWLRQV�WR�PLQLPL]H�DFWLYDWLRQ�WLPH�DQG�GDWD�ORVV"

ȏ��&DQ�\RX�PDNH�HYHU\�WDUJHWLQJ�VHWWLQJ�UHTXLUHG�WR�DFKLHYH�\RXU�FDPSDLJQ�JRDOV��H�J���IUHTXHQF\��SDFLQJ��FRQWH[WXDO�"

ȏ��&DQ�\RX�DFFHVV�WKH�VFDOH�\RX�QHHG��H�J���YROXPH�GHOLYHUHG�DJDLQVW�D�GHȴQHG�DXGLHQFH�VHJPHQW�"

ȏ��&DQ�\RX�FRQVLVWHQWO\�PHHW�RU�H[FHHG�QHFHVVDU\� SHUIRUPDQFH�JRDOV"

ȏ��&DQ�\RX�DHFW�SHUIRUPDQFH�PLG�ȵLJKW"

ȏ��$UH�DGV�EHLQJ�VHUYHG�RQ�ȊEUDQG�VDIHȋ�VLWHV"

ȏ��'R�WKH\�KDYH�PHFKDQLVPV�IRU�DHFWLQJ�EUDQG�VDIHW\��H�J���ȊDERYH�WKH�IROGȋ�WDUJHWLQJ��EUDQG�VDIH�ȴOWHUV��DG�YHULȴFDWLRQ�"

ȏ�&DQ�\RX�TXLFNO\�FUHDWH��ODXQFK�DQG�HGLW�FDPSDLJQV"

ȏ�&DQ�\RX�TXLFNO\�ȴQG�DQG�XVH�ZKDW�\RX�DUH�ORRNLQJ�IRU"

ȏ�'R�\RX�KDYH�DFFHVV�WR�WKH�SODWIRUP�ZKHQ�DQG�ZKHUH ���\RX�ZDQW�LW"

ȏ�'R�\RX�OLNH�ZRUNLQJ�LQ�WKH�SODWIRUP"

ȏ�'R�FDPSDLJQV�VHUYH�FRQVLVWHQWO\"

ȏ�'RHV�V\VWHP�UHDGLQHVV�UHVWULFW�DQ\�NH\�GHOLYHUDEOHV"

ȏ�'LG�\RX�HQFRXQWHU�IUHTXHQW�V\VWHP�HUURUV�RU�RXWDJHV"

ȏ�'R�436�FDSDELOLWLHV�VXSSRUW�WKH�VFDOH�RI�\RXU�EXVLQHVV"

ȏ�'R�WKH\�KDYH�JOREDO�LQIUDVWUXFWXUH"

What are some important criteria to consider when choosing a DSP?

Page 62: Digital marketing strategy playbook

Reporting:

'HULYLQJ�DFWLRQDEOH� insights

ȏ��&DQ�\RX�TXLFNO\�DFFHVV�DJJUHJDWH�DQG�JUDQXODU�UHSRUWLQJ�IRU�DOO�FDPSDLJQV"

ȏ��'R�WKH�UHSRUWV�SURYLGH�\RX�ZLWK�XVHIXO�FDPSDLJQ�DQG� DXGLHQFH�LQVLJKWV"

ȏ��&DQ�\RX�XVH�UHSRUWLQJ�WR�PRGHO�QHZ�DXGLHQFHV�IRU�WDUJHWLQJ"ȏ��ΖV�WKHUH�ȵH[LELOLW\�FRQFHUQLQJ�FRQVXPSWLRQ��H�J���H[SRUWDEOHV��YLVXDOL]DWLRQ��UDZ�ORJV�IRU�FXVWRP�GDWD�QHHGV��$3Ζ�DFFHVV�"

Service:

'HOLYHULQJ�H[SHUWLVH�and support

ȏ��'R�\RX�KDYH�D�GHGLFDWHG�DFFRXQW�WHDP"ȏ��ΖV�\RXU�DFFRXQW�WHDP�NQRZOHGJHDEOH�DQG�KHOSIXO�LQ�PDNLQJ�FDPSDLJQ�UHFRPPHQGDWLRQV�DQG�WURXEOHVKRRWLQJ"

ȏ��'R�\RX�FRQVLGHU�PHPEHUV�IURP�WKH�H[HFXWLYH��SURGXFW�DQG�HQJLQHHULQJ�IXQFWLRQV�H[SHUWV�LQ�WKH�VSDFH"

Long-term

viability:

*URZLQJ�DQG�LQQRYDWLQJ� ZLWK�\RXU�EXVLQHVV

ȏ��'R�\RX�WUXVW�WKDW�WKH�V\VWHP�ZLOO�EH�YLDEOH�ORQJ�WHUP�IRU� \RXU�EXVLQHVV"

ȏ��+DYH�WKH\�PDGH��RU�DUH�WKH\�ZLOOLQJ�WR�PDNH��LQYHVWPHQWV�LQ�DUHDV�WKDW�DUH�EHQHȴFLDO�WR�\RXU�EXVLQHVV"

ȏ��ΖV�WKHUH�D�SRWHQWLDO�IRU�LQWHJUDWLRQ�ZLWK�DGMDFHQW�WHFKQRORJLHV�WKDW�ZRXOG�EH�EHQHȴFLDO�IRU�WKH�VFRSH�RI�D�PHGLD�FDPSDLJQ��H�J���DG�VHUYHU�LQWHJUDWLRQV�IRU�PDMRU�FOLHQW�XWLOL]HG�V\VWHPV��G\QDPLF�FUHDWLYH�WHFKQRORJ\��EUDQG�PHDVXUHPHQW�"

Transparency:

3URYLGLQJ������YLVLELOLW\

ȏ��'R�\RX�KDYH�IXOO�YLHZ�RI�WKH�VLWHV�ZKHUH�\RXU�DGV�UDQ"ȏ��'R�\RX�KDYH�IXOO�YLHZ�RI�DOO�DVVRFLDWHG�FRVWV��PHGLD��WHFKQRORJ\�DQG�GDWD"

ȏ��'R�WKH\�RHU�D�PHFKDQLVP�IRU�IXOO�WUDFNLQJ�VXSSRUW�RI�IHHV�IRU�\RXU�H[FKDQJH�EX\LQJ"

Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV DSP Evaluation 3.14

Page 63: Digital marketing strategy playbook

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�

$YRLG�WHVWLQJ�GXULQJ�WLPHV�RI�WKH�\HDU�WKDW�DUH�DHFWHG�E\�VHDVRQDO�EXVLQHVV�WUHQGV�

�8VH�EXGJHWV�WKDW�DUH�VL]HDEOH�HQRXJK�WR�SURGXFH�VWDWLVWLFDOO\� VLJQLȴFDQW�UHVXOWV��

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

ΖQ�VRPH�FDVHV��DVVHVVPHQW�LV�DV�VLPSOH�DV�XVLQJ�WKH�SODWIRUP�WR�GUDZ�FRQFOXVLRQV�WR�TXHVWLRQV�VXFK�DV�ȊΖV�WKH�UHSRUWLQJ�HDV\�WR�XVH"ȋ�DQG�ȊΖV�WKH�FOHDULQJ�SULFH�RI�LQYHQWRU\�H[SRVHG"ȋ�

ΖQ�RWKHU�FDVHV�\RX�PD\�QHHG�WR�GLJ�GHHSHU��ZLWK�DFWXDO�FDPSDLJQ�DQDO\VLV��)RU�H[DPSOH��\RX�PD\�GHFLGH�WR�HYDOXDWH�LQYHQWRU\�DFFHVV�E\�PHDVXULQJ�LPSUHVVLRQ�GHOLYHU\�DJDLQVW�XQLTXH�VRXUFHV��$�JRRG�PHWKRG�IRU�DVVHVVLQJ�WKLV�FULWHULD�PLJKW�EH�WR�UXQ�D�FDPSDLJQ�WDUJHWLQJ�KLJK�UHDFK�ZLWK�D�IUHTXHQF\�RI�RQH�DFURVV�DOO�DYDLODEOH�LQYHQWRU\�VRXUFHV��$QDO\]LQJ�SRVW�FDPSDLJQ�LQYHQWRU\�UHSRUWV�WR�XQGHUVWDQG�VRXUFH�DQG�VLWH�RYHUODS�ZRXOG�KHOS�\RX�UHDFK�D�FRQFOXVLRQ�

Tips for evaluating DSPs:

ȏ��'HWHUPLQH�LI�WKHLU�UHSRUWLQJ�LV�HDV\�WR�XVH�ȏ�)LQG�RXW�LI�WKHLU�FOHDULQJ�SULFH�LQYHQWRU\�LV�H[SRVHG�ȏ��$QDO\]H�SRVW�FDPSDLJQ�LQYHQWRU\�UHSRUWV�WR�XQGHUVWDQG�VRXUFH�DQG�VLWH�RYHUODS�ȏ��6SHQG�DPSOH�WLPH�LQ�HDFK�SODWIRUP�H[HFXWLQJ�FDPSDLJQV�WR�VHH�LI�GLVWLQFW�FDPSDLJQ�JRDOV�FDQ�EH�PHW�RU�H[FHHGHG�FRQVLVWHQWO\�

7KDW�EHLQJ�VDLG��KHDG�WR�KHDG�WHVWLQJ�LV�D�URXWH�VRPH�FXVWRPHUV�FKRRVH�WR�WDNH�DV�SDUW�RI�WKH�'63�HYDOXDWLRQ�SURFHVV��ΖQ�VXFK�LQVWDQFHV��ZH�UHFRPPHQG�WKDW�FXVWRPHUV�LPSOHPHQW�D�IHZ�LPSRUWDQW�EHVW�SUDFWLFHV�LQ�WKHLU�WHVW�GHVLJQ�

!

Page 64: Digital marketing strategy playbook

Examples of commonly conducted tests and related setups:

Compare full-scale capabilities with regard to performance on a

cost-per-action metric.

Setup:

�'HWHUPLQH�LI�\RXȇUH�WHVWLQJ�SHUIRUPDQFH�RQ�D�VHUYLFH�RU�PDQDJHG�VHUYLFH�EDVLV��)RU�WKLV�WHVW��ZH�UHFRPPHQG�WKDW�\RX�VWDJJHU�WKH�FDPSDLJQ�SHULRGV�IRU�HDFK�FDQGLGDWH��:LWK�WKLV�W\SH�RI�VHWXS��LWȇV�HVSHFLDOO\�LPSRUWDQW�WR�DYRLG�SHULRGV�ZLWK�VHDVRQDO�LPSDFW��

�6WDJJHU�FDPSDLJQ�SHULRGV�IRU�HDFK�FDQGLGDWH�ZKLOH�DYRLGLQJ�SHULRGV�ZLWK� VHDVRQDO�LPSDFW�

�%DVLF�FDPSDLJQ�GHWDLOV��OHQJWK��EXGJHW��FUHDWLYH�DQG�DG�VL]H��VKRXOG�EH�WKH�VDPH�IRU�HDFK�FDQGLGDWH�

$OORZ�WKH�ȴUVW�FDQGLGDWH�WR�LPSOHPHQW�WKHLU�UHPDUNHWLQJ�SL[HOV����GD\V�SULRU�WR�ODXQFK�

�5XQ�WKH�ȴUVW�FDQGLGDWHȇV�FDPSDLJQ�IRU�RQH�PRQWK��XWLOL]LQJ�WKH�XQLTXH�FDSDELOLWLHV�RI�WKH�SODWIRUP�WR�GULYH�FRQYHUVLRQV�RQ�\RXU�VLWH��<RX�ZDQW�WR�EH�VXUH�WR�JHW�D�VHQVH�RI�WKH�IXOO�UDQJH�RI�V\VWHP�IHDWXUHV�DQG�WDUJHWLQJ�WDFWLFV��)RU�LQVWDQFH��PDNH�XVH�RI�ERWK�PDQXDO�RSWLPL]DWLRQ�DQG�DXWR�RSWLPL]DWLRQ�IHDWXUHV��DQG�XVH�D�YDULHW\�RI�WDUJHWLQJ� DQG�UHSRUWLQJ�WDFWLFVȃUXQ�RI�QHWZRUN��DXGLHQFH�EX\LQJ��ORRN�DOLNH�PRGHOLQJ� DQG�UHPDUNHWLQJ��

TEST 1:

Comment:ΖWȇV�LPSRUWDQW�WR�QRWH�WKDW�IRU�WKH�GXUDWLRQ�RI�WKLV�WHVW��WKH�DFFRXQW�PDQDJHU�VKRXOG�DFWLYHO\�XWLOL]H�UHSRUWLQJ�IHDWXUHV�DQG�PDNH�RSWLPL]DWLRQV�WR�GULYH�FDPSDLJQ�SHUIRUPDQFH�

Invite Media by Google &RPSRQHQWV�IRU�6XFFHVV DSP Evaluation 3.16

Page 65: Digital marketing strategy playbook

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:

&RQGXFW�D�FRQWURO�FDPSDLJQ�RQ�D�VLQJOH�SODWIRUP��

�8VLQJ�WKH�UHVXOWV�IURP�WKH�FRQWURO�FDPSDLJQ��DVVLJQ�D�VDPSOLQJ�RI�VLPLODU�EXW�VHSDUDWH�'0$V�WR�HDFK�'63�FDQGLGDWH��

�&KDUDFWHULVWLFV�RI�HDFK�PDUNHW�WKDW�LV�DVVLJQHG�WR�RQH�'63�PXVW�EH�PLUURUHG�IRU�WKH�RWKHU�'63V��0DUNHWV�PXVW�EH�VLPLODU�LQ�VL]H��SHUIRUPDQFH�DQG�DYDLODEOH�LPSUHVVLRQV�RI�WKH�WDUJHW�DXGLHQFH��

�$SSO\�H[DFWO\�WKH�VDPH�WDUJHWLQJ�SDUDPHWHUV�WR�HDFK�V\VWHP��H�J���EXGJHW��ȵLJKW�GDWHV��IUHTXHQF\��GD\SDUW��ELG�JXLGDQFH��LQYHQWRU\�VHOHFWLRQ��

�5XQ�FRQFXUUHQW�FDPSDLJQV�IRU�HDFK�SDUW\��ΖWȇV�LPSRUWDQW�WR�HOLPLQDWH�PDQXDO�FKDQJHV�HQWLUHO\�IRU�WKH�WHVW�SHULRG�

(YDOXDWH�UHVXOWV��

Remember, your Invite Media account team is a great resource for ideating around platform evaluation, tests and discussing best practices.

TEST 2:

Comment:.HHS�LQ�PLQG�WKDW�UHO\LQJ�RQ�WKH�SHUIRUPDQFH�RI�DQ�DOJRULWKP�DORQH�LV�QRW�LQGLFDWLYH�RI�WKH�RYHUDOO�SHUIRUPDQFH�FDSDELOLWLHV�DQG�SRWHQWLDO�RI�D�'63��:H�EHOLHYH�WKDW�LW�LV�WKH�FRPELQDWLRQ�RI�KXPDQ�H[SHUWLVH�DQG�WKH�DOJRULWKP�WKDW�GULYHV�WUXH�SRWHQWLDO�

Page 66: Digital marketing strategy playbook

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