programmatic buying

www.integrate.com

Programmatic BuyingTechnology at Your Fingertips

© 2010 – 2012 Integrate.com

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Who We AreFounded in April 2010

135 employees

$11M Series B funding in March 2012 led by Comcast Ventures, Liberty Global and Foundry Group

Offices in AZ, CA, CO, NY and MA

Advertising technology and services provider

AdHQ – Your Advertising Headquarters

Awards & Memberships


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Evolving Display IndustryAdvertisers are demanding more accountability.

2006 2007 2008 2009 2010 2011 2012

48% 45%39% 37%

33% 32% 31%

47%51% 57% 59% 62% 64% 67%

U.S. online ad share, by pricing model, 2006-2012 (% of total)Note: pricing model definitions may have changed over time period depicted, both within the survey process and as interpreted by survey respondentsSource: Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC), "IAB internet advertising revenue report 2012 first six months' results” October 11, 2012

Performance

CPM

CPM

Performance


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RTB vs. Flat CPM Buying

2012 Online Display Ad Sales Market

98% YOY

Size of Market Flat CPM RTB

14.9B13.0B

1.9B

Ad spend is rapidly shifting.

U.S. Real-Time Bidding (RTB) Digital Display Ad Spending, 2010-2016Source: eMarketer “US Real-Time Bidding (RTB) Digital Display Ad Spending, 2010-2016 (millions, % change and % of total digital display ad spending)” November 1, 2012


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Why Use Real-Time Bidding?

• Purchase placements on an impression-by-impression basis

• Allocate ad spend based on highly specific audience characteristics

• Optimize campaigns quickly and effectively

• Access greater volume of inventory

CPM Model

$2.25

RTBModel

$1.01

saving the client 56% of their

budget

6M impressions

RTB technology yields lower ad spend over flat CPM model.


6Reach Meets Accountability

Access the reach of traditional CPM/CPC buys with the accountability of a CPA model

• Target advertisements to drive relevant users

• Designate desired returns on specified actions with relevant sources

• Generate quality consumer interactions and high conversion ratios

CPM/CPC

Integrate

CPA

Bringing together the best of both worlds.


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According to comScore*Integrate Ranked 27th in comScore’s Top 30 Ad Ecosystems.

94.4MTotal Unique Visitors

8.3M Average Daily Visitors

1,416 Total Pages Viewed (MM)

Gender:51.9% Male48.1% Female

Age:3.3% Ages 2-1112.6% Ages 12-1717.7% Ages 18-24 19.5% Ages 25-3417.4% Ages 35-4414.4% Ages 45-548.9% Ages 55-646.3% Ages 65+

Income:8.7% HHI Below $15K6.4% HHI $15K-$24,99913.0% HHI $25K-$39,99918.3% HHI $40K-$59,99912.5% HHI $60K-$74,99914.9% HHI $75K-$99,99926.2% HHI $100K+

Family Composition:45.4% No Children54.6% Have Children

* comScore Media Metrix January 2013


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Plan


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Media IntelligenceBenefit from industry leading web analytics and research.

The Strategic Development Team uses comScore to obtain:

• Behavioral, attitudinal, lifestyle and buying-habit data

• Site-level descriptive consumer information across 6,000 data points in 22 content categories

• Source URLs of your traffic

• Competitors’ audience, traffic trends and site stats


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Opportunity IdentificationKeep abreast of marketing trends to stay ahead of competitors.

Leverage Integrate’s partnerships with leading advertising research firms to:

• Discover new opportunities to market products and services

• Monitor industry trends in order to stay ahead of competitors

• Understand how to leverage new marketing strategies and methods


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Strategy DevelopmentConstruct effective media strategies based on research results.

The Strategic Development Team works with Buyers to :

• Define your highest converting target audience by demographics, behaviors, interests, channels and more

• Recommend creative types and pricing models that will perform best with your target audience

• Create white lists of approved URLs and black lists of prohibited sites to ensure appropriate brand exposure

Gender:Male 25-34

Income:$50k-$70k

Sample white list:computerworld.comtechrepublic.comcomputerweekly.cominformationweek.com

Sample black list:ibtimes.com

economist.com

CPC modelUsing Rich Media 160x600 and 300x250 rollover ads


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Creative AssetsUtilize an expansive number of ad formats.

Complimentary design services available with all media buys.

• Display BannersTargets audiences using highly granular data points

Display / Pop

• PopsSends views to your page without requiring user clicks

Rich Media• Rich MediaMedia—drives a high-level of user engagement with interactive content- Interstitials- Peel-backs- Roll-overs/

Expandables- In-banner Video

• MobileAllows Buyers to connect with targeted on-the-go audiences, generating high click-through rates at inexpensive prices

Display / PopRich MediaMobile

• Mobile Video

• In-video Banners• Video

Enables Buyers to repurpose their offline television content into targeted web creative, bridging online and offline tactics to deliver a cohesive brand message- Pre-roll- Mid-roll/In-stream- Post-roll

Display / PopRich MediaMobileVideo


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Launch


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Targeting Capabilities

Contextual - Checking tech industry news

By language - English

Day parting - In the morning

Mobile device - iPhone

OS - iOS

URL - Visiting informationweek.com

Browser - Using Chrome

Zip-9 Targeting - In Manhattan

Geography - In New York

Re-targeting - That visited techcrunch.com

Audience Segments – IT Executives

Demographics - 31-36 year olds

Filte

rs

Reach the highest converting audience with precise targeting.


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Buying Options

Automotive

300,000+ Specific Sites

350+ Specific Channels

Beauty

Business

Computers & ElectronicsEducation

Finance

Games

Health

Sports

Travel

Launch campaigns across specific sites, channels or audiences.

Key Word Specific

1000+ Audience Segments

Additional Options

Auto-Ready Purchasers

B2B Tech ExecutivesMovie Goers

Dog Owners

Weekend Travelers

Board Members

ATV Enthusiasts

Nature Lovers

Soap Opera Watchers

Stock Investors

Site Exclusion

Competitor Ad Exclusion

1

2

3


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Analyze


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Real-Time ReportingMonitor results with customizable, real-time reports.


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Engagement

Audience Analysis

Gain demographic, geographic, behavioral and attitudinal insights

Insight

Organize and leverage consumer data to increase ROAS.

Discover which Sellers are marketing to your prime audienceAlign your marketing strategies with your target audienceImplement ROI focused campaigns


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Optimize


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RetargetingIncrease conversion rates by targeting previous site visitors.

For unknown reasons, he closes his browser and leaves your site without completing the purchase.

A user visits your website for the first time. He browses several pages and places your product in his shopping cart.

He clicks on the banner, returns to your site and completes the purchase. You gain a new customer.

The retargeting pixel identifies the user’s location and serves an ad on the weather site featuring the product he was considering the last time he visited your site.

A few hours, days or even weeks later, the same user starts a new browsing session. His first stop is a local weather site.

Case Study

An auto manufacturer launched a retargeting campaign to reconnect with consumers who had visited their website as a result of their TV ads.

By placing a retargeting pixel on URLs specific to client’s TV ads, we retargeted consumers who visited those pages.

Integrate’s design team created banners that complemented the client’s TV ads.

Users saw these banners across various sites the next time they accessed the web.

Client’s website traffic increased by 50%.


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A/B TestingTrack and compare campaign performance between various scenarios.

Creative typesStatic banners vs. rich media assets

Pricing models

User technology

CPM vs. CPC CPM vs. CPV

Desktop vs. mobile Mobile vs. tablet


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Learning AlgorithmsLeverage technology to maximize budget.

Optimization algorithms determine the best price to pay for an impression.

• Narrow inventory options

• Designate goals such as:• Click thru rate (CTR)• Cost per acquisition (CPA)

• System evaluates user’s likelihood of response

• Bid is adjusted accordingly If the advertiser is willing to spend $3 per conversion and the likelihood of a response on the impression is 0.01%. Since advertising inventory is priced in cost-per-thousandimpressions, the CPM bid should be $0.30. If the probability of response is higher, the bid is increased.

CPA $3

Likelihoodof

Response

0.01%

1000 1000

CPMBid

$0.30


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Our Service LevelsContact Integrate to get started today.

Performance report delivery

Managed

Full marketplace visibility

Dedicated account support

Performance optimization

Campaign configuration and management

Design services available

Self-serve

Full marketplace access

Technical support and training

Dashboard reporting

Analysis and optimization tools

Campaign strategy consultation

Design services available


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Thank You

Start using Integrate or contact us today!

[email protected]

www.integrate.com

mailto:[email protected]

http://www.integrate.com/

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