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RAPID MEDIA BUYING AT MASSIVE SCALE ILYA LICHTENSTEIN COFOUNDER, PERFORMANCE MARKETING SUMMIT MARCH 12, 2013

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Using specific case studies and examples, we will discuss exactly how affiliates can apply the same big data and RTB strategies used by big brands to quickly scale up media buy campaigns.

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Page 1: Rapid Media Buying at Massive Scale

RAPID MEDIA BUYING AT MASSIVE SCALE

ILYA LICHTENSTEIN

COFOUNDER,

PERFORMANCE MARKETING SUMMITMARCH 12, 2013

Page 2: Rapid Media Buying at Massive Scale

ABOUT ILYA

• Affiliate marketing -> creating software

• 2007: Facebook Ads

• 2009: Google Content Network

• 2010: Display Media Buys

• 2011- Co-founder,

THEME: RAPID SCALE THROUGH AUTOMATION

Page 3: Rapid Media Buying at Massive Scale

MARKETING HAS CHANGED

Page 4: Rapid Media Buying at Massive Scale

WHY DISPLAY MEDIA BUYS?

1. http://searchenginewatch.com/article/2200730/Organic-vs.-Paid-Search-Results-Organic-Wins-94-of-Time

2. http://www.emarketer.com/newsroom/index.php/realtime-bidding-poised-quarter-display-spending/

3. http://www.ignitionone.com/en/about/research-white-papers.html

• 94% of traffic goes to organic results1

• Display still growing 20% a year2

• Large fluctuations in CPMs persist3

• Inefficient market=opportunity

Page 5: Rapid Media Buying at Massive Scale

MOST MEDIA BUYS FAIL…

92%

8%

Long Term Campaign Performance_x000d_

Negative/Zero ROI

Positive ROI

Page 6: Rapid Media Buying at Massive Scale

…UNTIL THEY SUCCEED

Revenue

Spend

Total

Month 1

$7420

$12600

($5180)

Month 2

$13880

$16500

($2620)

Month 3

$37600

$22900

$14700

Page 7: Rapid Media Buying at Massive Scale

TRENDS IN DIGITAL MARKETING

• Social

• Mobile

• Dynamic

• Micro-targeted

ALL MARKETING IS PERFORMANCE MARKETING

Page 8: Rapid Media Buying at Massive Scale

HOW BRANDS BUY MEDIA IN 2013

• Direct access to inventory

• Precise audience targeting

• Channel-specific CPA goals

• Constant split testing

Page 9: Rapid Media Buying at Massive Scale

DIRECT ACCESS TO INVENTORY

Page 10: Rapid Media Buying at Massive Scale

PRECISE AUDIENCE TARGETING

Page 11: Rapid Media Buying at Massive Scale

CHANNEL-SPECIFIC CPA GOALS

Page 12: Rapid Media Buying at Massive Scale

CONSTANT SPLIT TESTING

Page 13: Rapid Media Buying at Massive Scale

HOW TO SCALE FAST

• Go direct (broad) or RTB (micro-targeted)

• Micro-target creatives and landing pages

• Iterate towards profitability

• Automate media planning and trafficking

Page 14: Rapid Media Buying at Massive Scale

THANK YOU!

[email protected]

@MIXRANK

WWW.MIXRANK.COM


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