Transcript
Page 1: Mercury Social Security - Online Display Ads 101

MERCURYcscSOCIAL SECURITY

June 14, 2013

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ONLINE DISPLAY ADVERTISING FOR GEOTRAVEL BRANDS

(from @DONNIECLAPP)

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ARGGGGH!

WE CAN BE HERE BECAUSE WE'RE RICH

(OR PRETTY)

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SELF-SERVE ONLINE AD PLATFORMS

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Low Creative Overhead

No Minimum Spend

SELF-SERVE ONLINE AD PLATFORMS

No Contracts

Lots of Actionable DataFriday, July 26, 13

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ADWORDS SPEND Q1-Q2 2012

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AMAZON: $54 MILLION

U of PHOENIX: $37.9 MILLION

ADWORDS SPEND Q1-Q2 2012

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RTB =REAL-TIME BIDDING

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TRADITIONAL DISPLAY AD PROBLEMS

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Cost of Entry

Lack of Transparency

TRADITIONAL DISPLAY AD PROBLEMS

Data is Delayed

CPM vs. CPCFriday, July 26, 13

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[GHOSTERY DEMO]

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[SITESCOUT DEMO]

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SELF-SERVE RTB ADVANTAGES

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No Minimums

Incredible Transparency

SELF-SERVE RTB ADVANTAGES

Real-Time Actionable Data

Full Control of TargetingFriday, July 26, 13

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CAN SELF-SERVE RTB DO IT?

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Target Mobile Devices

Frequency Capping

CAN SELF-SERVE RTB DO IT?

View-Through Conversions

Audience Capture

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CAN SELF-SERVE RTB DO IT?

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Conversion Tracking

Demographic Targeting

CAN SELF-SERVE RTB DO IT?

Flash/Rich Media

Geo-Targeting

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CAN SELF-SERVE RTB DO IT?

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GPS Fencing

Retargeting

CAN SELF-SERVE RTB DO IT?

Day Parting

OS/Device Targeting

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CAN SELF-SERVE RTB DO IT?

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Contextual Page Targeting

Brand Protection

CAN SELF-SERVE RTB DO IT?

Whitelist/Blacklist

Postback URL Tracking

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CAMPAIGN IDEAS

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HTL EMAIL CLICKERS

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MONTANA AD CLICKERS

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WPD CART ABANDONERS

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HOMEWORK.

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#QUESTIONS?

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