Embed Size (px)
Citation preview
Improve ROI Through RTB Data Driven Campaigns
New Approach: RTB Marketing
What is RTB (real-time bidding) technology and how does it work? Real-time ventory is bought and sold on a per-impression
basis, via programmatic instantaneous auction. With real-time bidding, advertising buyers bid on an impres -
sion to be placed in front of their target audience and, if the bid is won, the buyer’s ad is instantly displayed on
the publisher’s site. Through this approach, RTB has the ability to reach your target audience across any site
with Ad inventory and Ad-tech companies can target very specific audience based on information that they
The user goes to a web page
The impression is put up for auction
The buyers propose an auction (CPM) based on their estimated impression value
The higer auction“wins” the impression
The advertiser deliver his impression
2.0 2.01.5
100ms
Working with RTB-Media
Digital Media Strategy
Targeting with Facebook Data
We will use our proprietary technology to optimize bidding on the Facebook platform to get you the best CPA
Information (browsing behavior related) collected through cookies about audiences across the internet.
Based on browsing behavior we start builidng unique audience segments in our own database
3rd party raw data: We purchase data from sites to create audience segments related to "interests" and
"behaviors" relevant to your targeting needs
What do we need to launch this campaign? Please provide us with a target list of domains / URLs
20+Data Providers
100+Advertising Channels
Use data to make informed decisions: We start with a campaign designed to meet your goals
then optimize towards the best performing channels based on data
What is the right approach? Test multiple Ad channels (display, social, search) and audience segments
to identify optimal Ad campaigns, increase site tra�c and improve CPA & ROI metrics.
Types of targeting
Our own data segments
We use a combination of sources to create our own data segments. These sources consist of:
Targeting with 3rd party Data management platforms
We have a list of over 120,000 audience segments from 20+
Data providers to choose from and use this data to target
audiences which align with your marketing personas
What Sets Us Apart
Campaign ManagementDedicated team member to maintain your campaign on a daily basis
Optimization to help reallocate funds into top performing channels
All-In-One Reporting Tool
Reduce time spent on low value activities (manual exporting and uploading, data manipulation and clean-up).
Creative design development
A/B Test creative assets to increase success metrics
Connect other campaigns to make client ready reports appear in clean and easy to read formats.
100% Transparency
Case study
Current Situation
Creatives samples
Results
Decision
Data-Driven Testing
Optimizes Startup’s ROI
Sutro was seeking the most cost effective online advertising channels and approach for their new product
Identified 3 best converting personas (Ad channel + target demographic) and optimal messaging with final result less than $12 CPA
Increased CTR during campaignsfrom 0.7% to 1.4%
We ran 22 tailored ad tests using RTB technology
3 weeks $12
$301.4%
ex: 0.7%
CPA CTR
Spent $2000 on paid search and received poor results
Goal: Cost per Acquisition below $50
Case Study
Case studieIncreased viewability by 55% compared to classic display ads
Sunny85°F
Ultimate Goal Increase Brand Loyalty
Campaign Goal/Planned KPI CPC of $2.59, CPM forecast was around $8 for a Rich media creative
Product Message Subaru Forester, perfect for you at any time and any place
Results
RTB-Media used a combination of Super-geo targeting and real-time local weather conditions to create personalized and targeted Ads. The peronalization created visibility which led to Subaru's campaign to be 55% more viewable than their other display ads. August October November
2,280,200
3,809,742
1,600,000
0.24 %
2.57 %
0.07 %
Impressions CTR
Case study
Case Study
Case studie
Challenge
Results
Solution
Seeking target CPA of $100 for target audience to test drive an Audi Current site traffic was not converting Low click-thru rates for banners
Identified optimal audience segments and Ad channel with a CPA (cost per acquisition) of $60 (40% below goal)
Identified banner with CTR %: 0.4%
Other success metrics: CPC - $1.20, CPM - $4
Testing across 20+ audience segments ("In market: new car", "Interests: German cars", etc.)
Contextually target articles related to "Audi", "German Cars", "Best New Car" etc.
A/B testing of banners to identify those with optimal click-thru rates
Landing page optimization for improving conversion from click to acquisition
Beat CPA Goal for Audi by 40%
Case Study
