1 / 39

Smart Trading

Smart Trading. 2012. An intro to. Ad Exchanges. Deciphering the terms. DSP = Demand Side Platform The tool which Agencies/Advertisers use to see inventory on Ad Exchanges and buy the desired impressions. Ad Exchange Where publishers place inventory to be bought on an auction basis.

daire
Download Presentation

Smart Trading

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Smart Trading 2012

  2. An intro to Ad Exchanges

  3. Deciphering the terms • DSP = Demand Side Platform • The tool which Agencies/Advertisers use to see inventory on Ad Exchanges and buy the desired impressions. • Ad Exchange • Where publishers place inventory to be bought on an auction basis. • RTB = Real Time Bidding. • The auction based process by which DSPs buy inventory off Ad Exchanges. • SSP = Supply Side Platform • A technology which helps a publisher decide which demand channel (Ad Exchange, Ad Network, Direct Buy through own sales force) should get available impressions.

  4. The Exchange Ecosytem Advertiser DSPs Exchanges Publishers Audience Data Providers

  5. How media is bought on the exchanges • It works on a auction based model (similar to ebay). Each party makes their bid, the highest bid wins, and pays $0.01 more than the next highest bidder • Example – Which bid will win the impression? Bid Bid Amount #1 $0.50 Bid Amount #2 $0.65 Bid Amount #3 $0.80 Winning Bid Price Paid $0.66

  6. Audience instead of Media

  7. Buying Process is Inefficient

  8. Trading eliminates cross-bidding • Networks target the same users on an exchange • A centralized platform eliminates 'cross-bidding' & allows the buyer to control frequency Bid Paid Network 1 $0.50 Vendor 3 $0.76 $1.00 Vendor 1 $0.50 Network 2 $0.75 $0.50 $0.50 MediaMind Vendor 2 $0.75 Network 3 $1.00 $0.76

  9. Reduce Intermediaries

  10. Achieve CPC or CPA targets

  11. Spend expected to double this year • $2b forecast for Trading spend in 2012

  12. Smart Trading Our position today

  13. Smart Trading today • MediaMind runs a managed service solution powered by trading specialists. • Consolidated within MediaMind with simple setup and reporting integration. • Pricing transparency as we pass media on at cost, plus service fee. No hidden margin from MediaMind. • Agency chooses their margin so can be a revenue stream. Minimal investment for maximum return.

  14. Our experts

  15. Simple Set-Up EASY SET-UP • Uses existing conversion tags • Set up as placement alongside your premium inventory • Creative changes areautomatically updated to the buy • One report includingexchange and premium buy

  16. Get the most value out of every media $ Other Solutions Smart Trading Budget $100k $100k CPM Bid $5 $5 Actual Media Cost $2 $2 Media Cost to Client $4.50 $2.40 22m 42m # of Impressions Delivered $44k $84k Actual Media Value Benefit of using MediaMind $40k

  17. Smart Trading What do we sell to clients?

  18. Smart Trading • Site visitors • Rich media dwell • Ad exposure • Age, gender, geo, income, socio • Interests or intent • US only currently • CPA goal • CPC goal Re-targeting Audience Performance All offerings deployed against media exchanges in real-time

  19. Re-targeting Target audience: Exposed users Dwelled users Advertiser site visitors Ad exchanges: Smart Trading buys audience that have visited your website 35 sales offices covering 55 countries

  20. Reach a Specific Audience • Target audience segments • Target by age, gender, income • Target by interest (auto, shopping, sports, travel, more)

  21. Run against a CPA/CPC Goal • Execute and manage performance campaigns • Optimize against a CPA/CPCgoal 1. 2. 3. 4.

  22. Smart Trading performance comparison • Q4 campaign with goal of $40 CPA

  23. Safety of Your Brand Adult Content UGC Sports Adult Cars User-Generated Content Adult Adult User-Generated Content Automotive Alcohol Mature Profanity UGC • Enable pre-emptive safety targeting controls • Serve each ad call across quality pages Safety Protection

  24. Smart Trading Coming in 2012

  25. Insert Analytics screenshot here • Show what is being added to the Visual Dashboard for Trading – eCPM, eCPC, eCPA.

  26. Smart Trading Sales Prospects

  27. Trading in 2012 for North America $3.5m

  28. Who makes a good Trading prospect • An Independent or Tier 2 agency. • Serves through MediaMind. • Spending significant amount with Ad Networks or DSP currently.

  29. Next Steps • Each Director review the prospect list. • Introduce Trading to relevant clients. • Trading will handle the full sales call. • We’ll return with a trading recommendation.

  30. ross.mcnab@mediamind.com +1 917 767 0111 @mediamind_chat @creative_zone

More Related