Transcript ZAP Trader Overview

ZAP Trader Overview
Spring 2011
[email protected] | 866.460.0033 | www.themig.com
Media Innovation Group (MIG) Streamlines the Complexity
 MIG is a technology-driven digital marketing company designed to help
marketers navigate the increasingly complex online display landscape.
 MIG products and services improve the process of acquiring, optimizing
and analyzing digital media for an ever-growing list of advertisers.
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A Custom Approach for Improved Success
Advertiser
 MIG has the experience and
proprietary technology to help
marketers navigate the digital
marketing arena effectively
Agency
 MIG solutions, tailored to clients’
needs, streamline the integration
process to maximize the
effectiveness of digital campaigns
Select Partners for Engagement
Publisher
Data
Tech
Network
Exchange
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Table of Contents
 Zeus Advertising Platform (ZAP)
 Real-Time Bidding (RTB)
 ZAP Trader: Real-Time Audience Acquisition
 Case Studies
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Data-Driven Technology Company At the Core
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Data-driven methodology with
no arbitrary assumptions
Accounts for media performance
as well as recency and frequency
Outperforms last ad method by 2.5
times in predictive power
Insights to strategically plan &
optimize across digital channels
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ZAP: Integrated Management & Actionable Insight
Display
Television
Search
Video
Mobile
Social
Verification
Print
3rd party
data
3rd party ad
serving
3rd Party
Research
Creative
Optimization
Analytics
CRM Data
Zeus Data Warehouse
Data Management Platform
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Table of Contents
 Zeus Advertising Platform (ZAP)
 Real-Time Bidding (RTB)
 ZAP Trader: Real-Time Audience Acquisition
 Case Studies
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RTB Is Driving Display Ad Market Growth
"Real-time bidding, which heated up the display ad
market in 2010, will continue to gain share in 2011 and
become an increasingly significant force for
advertisers, publishers and ad networks.”
– eMarketer, November 2010
% of 2010 Ad Inventory Available via
RTB According to US Publishers
11.3%
of budgets advertisers expect to
shift from networks to demandside platforms (DSPs) in 2011
25%
of inventory publishers expect to
be available via RTB in 2011
30%
of online ad spend predicted to
be done via DSPs&RTB in 2011
16%
11%
7%
Display
Rich
Media
In-stream
Video
6%
Expandables
Source: eMarketer December 2010 And Econsultancy December 2010
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RTB Inventory Growing Internationally
“Experts predict that the use of RTB is estimated
to account for 3% of display ad spend [in 2010]
and 15-20% in 2011.”
- Econsultancy Dec. 2010
“Real-time bidding impression volume in Europe
and the Middle East is up to billions per day. The
United Kingdom is second in the world in RTB
volume, after the United States.”
- Stock Markets Review Sept. 2010
“Display growth and potential auction based buying is due to
gain lots of traction over the next few years. The US currently
has larger growth opportunities due to the availability of more
inventory with the UK still showing potential for rapid growth.”
- Econsultancy Dec. 2010
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RTB: Reach the Right User at the Right Place in Real Time
Reserve Model
RTB Model
Content as a Proxy
for Audience
Audience Regardless
of Context
Purchase via
segment buckets
Less
Waste
Increased
Value
Purchase audiences
at impression level
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Real-Time Bidding: How it Works
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Sites place an exchange
tag on their pages with
available inventory
Site 1
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Site 2
User types in a URL
and browser renders
webpage
Site 3
Winning bidder’s
creative is served to
the user. Bidder pays
.01 more than 2nd place
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Exchange federates
bid request to all
bidders for an auction
Exchange
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Exchange evaluates
all bid responses and
selects winning bid
Bidder
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Bidder
Bidder
Bidder
Bidder
Bidders evaluate request (hold
auction among their advertisers)
and send bid responses to the
exchange, including bid price and
creative
Bidder
Bidder
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What is a Demand Side Platform (DSP)?
Real-time bidding
allows advertisers to:
Advertiser
Agency
 Buy per impression
 Target using key
advertiser data points
DSP
Real-time biding
Ad Exchanges
Ad Networks
Publisher
Publisher
Publisher
Yield
Optimizers
Publisher
Publisher
 Map to ROI goals
 Eliminate waste like
never before
Publisher
Publisher
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Table of Contents
 Zeus Advertising Platform (ZAP)
 Real-Time Bidding (RTB)
 ZAP Trader: Real-Time Audience Acquisition
 Case Studies
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ZAP Trader: Real-Time Audience Acquisition
3rd Party Audience Data
Exchanges
Direct
Publishers
Agency
Zeus Data
Warehouse
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Benefits of ZAP Trader
Increased Transparency
Measureable Performance
Unified cookie across reserve,
bidded & search media
Algorithmic bidding &
performance modeling
Deeper Insights
Global Service/Support
Data flexibility and scale for
actionable user-level insights
In region global service and
support team
Greater Reach
Guaranteed Security
Direct RTB inventory access & bid
management across channels
Proprietary client data with
protection against data leakage
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Performance Driven Bidding Strategy
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Increased Data-Based Audience Targeting
Advertiser Data Silos
Reporting
Systems
Brand Metrics
Acct/Billing
Systems
Office Mgmt
Tools
Email
CRM
ZAP Platform
RTB Inventory Sources
Third-Party Data Sources
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MIG Offers Advertisers Far More Than DSPs Can
Cookie-level
Integration with
Dynamic
Demographic
Predictive
URL
Real-Time
tracking across all display and
Budget
and Reporting
Bid
Reporting
Reporting
all media buys
search media Optimization
Analytics
Optimization
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Table of Contents
 Zeus Advertising Platform (ZAP)
 Real-Time Bidding (RTB)
 ZAP Trader: Real-Time Audience Acquisition
 Case Studies
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Case Study: Real-Time Bidding - Leading Wireless Company
Goals & Objectives
Key Exchange & RTB Learnings
 Hit Cost Per Order and spend targets
 Gain actionable insight into RTB
market, DSP platforms and exchanges
 Inventory prices drop cyclically quarterly
 Exchange markets are highly inefficient
- Hidden price floors and win %
 Performance improves with experience
 Adding ZAP tags to all campaign creative
allows for true view-through
 Utilize ZAP Trader to acquire inventory
via RTB exchanges
 Apply 3rd party partner data for
sophisticated audience targeting
Spend vs. CPA
Sum of Total Cost
 Inventory acquired cost effectively
at scale
 Optimized pool of inventory purchased
based on insights; performance gains
over time
 Targeted performing inventory and
eliminated under-performing sources
 Achieved quarterly spend & CPO goals
Sum of Total Cost
Results
Sum of CPA
Sum of CPA
Approach
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Case Study: Activision – Guitar Hero 6
Goals & Objectives
Results
 Drive traffic to Guitar Hero 6 landing
 Delivered high level of click-through to
pages on retailer sites
retailer sites
 Target users searching, shopping,
 Successfully applied 3rd party data in RTB
consuming and sharing content relating to
environment to acquire target audience
Guitar Hero, video games and featured
 Optimized pool of inventory purchased
music
based on insights; performance gains
over time
Approach
Spend vs. CPA
Total Spend
CPA
Sum of CPA
Sum of Total Cost
 Utilize ZAP Trader to acquire inventory via
RTB exchanges
 Apply 3rd party partner data for advanced
audience targeting
- Cross Pixel Media, Media6Degrees,
DataLogix
 Employ advanced targeting techniques
- Behavioral, look-alike targeting
- Retargeting Music Fans, Gamers, and
Guitar Hero Loyalists
November 2010
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Appendix
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Greater Transparency & Visibility
 ZAP Trader’s easy to use interface maximizes efficiency and transparency
Bid Management
Pacing Control
Advanced
Reporting
Custom Conversion Tagging
Easy Tag Uploading
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ZAP Product Suite Overview
A launch pad from which all ZAP-branded products can be reached, ZAP Access is the
gateway to effectively managing digital marketing initiatives.
Reach your customers with precision and accuracy. Manage, traffic, serve, and
optimize your online display campaigns.
Build customer profiles with one user ID across multiple channels. Generate analytics
tags with ease and efficiency.
Manage your bidding across advertisers and media partners. Acquire and optimize
inventory in real-time.
Create segments based on profile data. Monitor reach and generate maximum
response via precise user targeting.
Plan, manage and optimize search campaigns globally across search engines. Connect
search initiatives with other media channels.
Generate insight from data. Monitor performance and extract intelligence via multichannel attribution reporting.
Monitor all media spend, evaluate effectiveness and optimize future campaigns with
maximum data visibility in one place.
Compute the impact of each exposure for increased predictive power. Obtain accurate
and actionable conversion insights and assign credit beyond last ad.
Close the loop between audience planning and optimization with third party
data. Identify audiences with demonstrated brand affinity to maximize conversions.
Leverage click-stream data from the Internet’s largest panel for accurate campaign
planning. Powered by Compete.
Communicate detailed buy specifications. Establish campaign goals and targets for
clearer performance measurement.
Share, collaborate, network, and communicate. Generate insight by accessing people
and content across the ZAP community. Powered by Jive.
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