cpex audience – adform pab
TRANSCRIPT
CPEX AUDIENCE
100+
WEB SITES80%
reach
CPEX AUDIENCE BACKGROUND
Audience Targeting Options
• Different data sources• Wide reach• Great for both branding and
direct response
• Unavailable on our market just few months ago
3rd Party DataRetargeting
• High quality data• Low reach• Unsuitable for prospecting
• The driver of RTB on our market from the very beginning
Audience Targeting Works.
Source: ComScore
The Beginning
• Media coop makes a lot of sense.
• The technology is quite an expense.
• There is a huge opportunity in DR campaigns.
• Ongoing campaigns can be interesting even if the spend is not huge.
• Only a few campaigns will bring the ROI for us.
Expectations
• Launch expenses: tens of thousands €
• Ongoing costs: thousands € monthly
• Positive ROI: 10 campaigns with thousand € monthly spend
THE PRODUCT
DMP Adobe Audience Manager
Data from 100+ Web Sites, 80+ % Reach
Foto Andrew Magill
Woman 25–30sociodemography
Snowboarderinterests
In market for vacationpurchase intent
Looking for mortgage loanpurchase intent
Availability of Audiences
• Available on CPEx inventory• All DSPs• Sold by CPEx
• Price floor, no extra price for data
Deals
• Available for buys all over the internet
• Selected DSPs – Adform, eTarget
• CPM fee (€0.2 ~ 0.75)
DSP Integration
THE VALUE FOR ADVERTISERS
Goods for Toddlers
0.00
0.25
0.50
0.75
1.00
Goods for Toddlers
Adform – Seznam
Goods for Toddlers
Adform – Others
Brands
CPEx PMP
Goods for Toddlers
CPEx PMP
Placements
Broad (CPC)
Conversion RateeCPA
CPEx Audience
0.00
0.25
0.50
0.75
1.00
Direct premium– floating
Direct standard– floating
RTB – relevant content
Behavioral CPEx Audience
Impressions eCPM Conversions eCPA
0.00
0.25
0.50
0.75
1.00
CPEx Audience– LaL
CPEx Audience– PI cars
CPEx Audience– PI leasing
Impressions eCPM Conversions eCPA
THE RESULTS FOR CPEX
Most of the Value Comes from Deals.
26%
74%
Deals DSP Integration
Purchase Intent Brings Most Revenue in Deals.
32%
24% 7%
22%
15%
CustomInterestSociodemographyPurchase Intent – ServicesPurchase Intent – Goods
Interest Are Most Bought in Adform.
18%
8%
7%65%
1%
CustomInterestSociodemographyPurchase Intent – ServicesPurchase Intent – Goods
200ADVERTISERS
25AGENCIES
ALMOST
SINCE OCTOBER 2014
eCPMs
OpenMarket
Standarddeals
Audiencedeals
Audience Brings 20 % of CPEx Revenues
81%
19%
Audience Other Revenues
The Challenges• Multi device targeting
• Better look alike modelling
• Custom integrations
Lessons Learned
• Audience works for DR / performance
• Not always (loans, travel insurance)
• Look alike modelling works surprisingly well
• Less ongoing campaigns then expected
• Selling data through DSPs brings interesting revenues
Czech Publisher Exchange
www.cpex.cz
Matěj Novák
matej at cpex.cz
http://linkedin.com/in/matejnovak