mercury social security - online display ads 101
DESCRIPTION
Display ads (banners, flash, etc.) are no longer the domain only of the large and moneyed. With no-minimum real-time RTB platforms like SiteScout, even the smallest boutique hotels and niche outdoor brands can afford to get their visual messages in front of the right people at the right time.TRANSCRIPT
MERCURYcscSOCIAL SECURITY
June 14, 2013
Friday, July 26, 13
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
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
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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