The Evolution of Display Advertising

Editor's Notes

• #2: kita akan membahas perkembangan dari display advertising & bagaimana display advertising diperjualbelikan, bagaimana evolusi-nya, teknologi yang digunakan, termasuk key players & konsep-konsep seperti: - Demand Side Platforms - Real Time Bidding - Ad Exchanges - Data Management Platforms & Ad Servers Presentasi ini lebih Jadi kalau ada pertanyaan tolong dicatat dulu
• #3: Secara umum advertiser akan membeli langsung ke publisher, karena biasanya publisher-publisher besar memiliki sales team sendiri & ini biasanya dilakukan untuk premium placement, seperti pemasangan iklan di homepage & dijual dengan duration basis, jadi advertiser bisa membelinya secara harian atau mingguan, sebagai contoh, advertiser bisa memasang iklan di homepage detik, kompas atau viva
• #4: Search engine seperti Google, membuat kita dapat mengakses website-website yang mungkin kita belum pernah dengar sebelumnya, website-website ini kita sebut sebagai long tail site & memiliki potensi audience yang cukup besar bagi advertiser, bagaimana cara advertiser dapat mengakses ratusan bahkan ribuan website tersebut?
• #5: Maka munculah ad network, ad network menggabungkan & menggolongkan inventory tersebut kedalam beberapa kategori atau channel & dijual dalam bentuk CPM, CPC bahkan CPA Biasanya, inventory yang diberikan kepada ad network adalah inventory yang tidak bisa dijual oleh publisher, atau biasa kita sebut dengan remnant inventory, kemudian inventory ini alirkan ke ad network, sebagai indirect channel bagi publisher-publisher tersebut Salah satu contoh dari ad network adalah Adplus & Glitz media
• #6: Saat ini makin banyak publisher & ad network yang menggunakan real-time bidding & ad exchange, publisher dapat menjual premium inventory mereka melalui private exchange Jadi, source of income publisher selain dari direct sales team & ad network, sekarang inventory mereka dapat diakses oleh advertiser melalui ad exchange
• #7: One of the most common ways is that the display bought & sold is the advertiser will buy directly from the publisher, the publisher has their own sales team & they sold directly to the advertiser, is typically for premium placements like a homepage type ad & it sold on duration basis, you can buy it daily or weekly with 100% SOV, for example is might be an advertiser wants to buy homepage ad on Detik, Kompas, Viva or Okezone.com
• #8: Ad Networks aggregate publisher ad inventory & package up to sell, they might package up by contextual channel or by audience, like retargeting & they also made sell it with different buying option like CPM, CPC or CPA & this is often inventory that a publisher cannot sell directly with direct sales team, so its left over inventory then it flows in to the ad network & the ad network then is indirect channel that’s sell that inventory, there are many types of ad networks, there targeted network, premium network, affiliate network blind network
• #9: The ad exchange is a market place for buying & selling of ad inventory, it’s a lot like the stock exchange, where stock are bought & sold, but here you have publishers were selling their ad inventory in auction environment to advertisers, advertisers then can buy that inventory in real time so they can bid on audiences they want to reach in real time, they can bid automate buy those audiences to the ad exchange, example of ad exchanges are the double click ad exchange & FB ad exchange
• #10: In order to buy inventory on ad exchanges, advertiser needs a layer of technology called the Demand Side Platform, the demand side platform has a real time bidding capability to bid on that inventory within the exchange & also has a lot of other features that benefit the advertisers, the things like frequency capping across all inventory in ad exchange, budget phasing, campaign & creative management. Example of demand side platform are appnexus, mediamath, turn, data zoo & google bid manager
• #11: On the supply side, a publisher needs a layer technology to access the exchange & make their inventory available & that’s called sell or supply side platform, the sell side platform also helps a publishers to manage the yield of their inventory their selling & rubbing it into the ad exchange
• #12: Some agency create their own prefatory trading desk, a platform that uses data and technology to help advertisers more effectively purchase audiences at scale across all digital media
• #13: Ad servers, provide an advertiser with central location where they can manage their campaigns, so they can manage their creative in 1 place, their reporting in 1 place for all their display campaigns, so for all different action we all talk about, they can manage them all from that 1 ad server, they can serve the creative & they also have this reporting with holistic view across the different display campaign that they have some example of ad servers are google double click, others focus on rich media and dynamic creative & example some of those are point roll & sizmek
• #14: Meanwhile on supply side, ad servers provide the publisher & ad network with central location where they can manage their campaigns, creative & reporting
• #15: 3rd party data providers compile data for display audience targeting, they may specialize at certain types of data & maybe consumer or business data for example, example of this are excelate who provide consumer data for targeting of display ads, bizo which has compile business data for targeting of ads, others like a liveramp specialize in certain areas like on boarding off line audiences into online environment for targeting of ads
• #16: Data management platform, compiles audience data from various sources and make it auction able for cross channel marketing, so you can adjust 3rd party data & also 1st party data, like websites visitors, off line CRM data & 2nd party partner data so it can adjust 1st 2nd & 3rd party data make it auction able for cross channel marketing
• #17: Here’s a quick overview of this key concept again, one of the biggest benefit of demand side platform is audience targeting, it allows an advertisers to reach a high intent high value audiences in real time ad scale a cross the web, to drive conversion or performance goal Some example of this are retargeting, this are users that’ve been go to the advertiser website, they shown a high intent by entering the shopping cart or visiting product page for example, an advertiser can then bid on these audiences on a demand-side platform, they also can buy other types of audiences like prospecting, they can target audiences base on category, 3rd party data or look alike models
• #18: The Demand-side platform as mentioned has a layer of technology then advertiser needs to buy out on ad exchanges, it has the real time biding capabilities & has a global control like frequency capping & budget phasing across all the inventory within the ad exchanges & the platform has some kind of optimization to best meet the advertisers performance goals
• #19: The demand-side platform enables advertisers to buy from the top ad exchanges like the Appnexus, FBX, Pubmatic or the Google double click exchange
• #20: Here’s a quick overview some of these key terms Real time bidding - Allows an advertiser to buy display inventory at the individual impression level, so it sold at auction environment they can build & then they can bid on ad impression level through ad exchange - The bidding happens in milliseconds before the ad & webpage is viewed by the user
• #21: An Ad Exchange - Is the marketplace where ad inventory is bought & sold in an auction environment - A Publisher auctioned of that inventory & advertiser’s through real-time bidding can bid on that inventory - This allow publishers maximize the price for their inventory & advertiser’s purchase at the individual impression level at a fair value so they can bid on each individual impression
• #22: Demand Side Platform (DSP) - A Demand-Side Platforms enable an advertiser to access ad exchanges to bid on it, it has real-time bidding capabilities & other global control like frequency capping across all the inventory within the ad exchanges - & Demand-Side Platform evaluates & bids on each individual impression through real-time bidding based on what is known about that users, so once that bid request comes from ad exchange, the demand-side platform evaluate all the data that’s known about the user & then determine the right price to bid for that individual user impression
• #23: Here’s some more feature of Demand-Side Platform - So again it has Real-time bidding capability for audience buying - Has centralized campaign management across all those the ad inventory within the ad exchanges that its integrated with - Has global controls like frequency capping, creative management, budget phasing - Has unified campaign tracking & reporting across all the real-time bided ad inventory - & Typically has optimization to meet the advertiser’s objective
• #24: Here’s are little bit more detail & how the real-time bidding process works - So a publisher makes their ad inventory available in the ad exchange - The ad exchange holds an auction for each impression - A bid request is sent to each DSP by the ad exchange, who will then place a bid on behalf of the advertisers - The DSP evaluates each impression, each impressions determines bid amount based on its value to the advertiser - The ad exchange de-terms the winning bid & ad is shown on the publisher site - & this all happen with in milliseconds
• #25: So again, one of the key benefits of the demand-side platform is, it enable the advertiser to reach a high value high intent audiences across all the ad inventory within the ad exchange & it can reach them with using real-time bidding in auction environment These are a couple the common types of audiences & advertiser or purchase So if you look at the lower funnel of retargeting, this usually use for the conversion or acquisition objectives it’s the foundation of building out a display program with a DSP, these are users that have shown high intent by coming to the advertisers website & have engage website by entering shopping cart or going to product page for example, they typically convert at high rate audiences & they perform very well for advertisers
• #26: & if the objectives are to acquire new customers or for brand awareness & positioning, change perception, favorability & engagement Advertiser can use prospecting, they can for example do category targeting through DSP they can target 3rd party audiences or do a look alike targeting
• #30: Data-management platform mengumpulkan data audience dari berbagai sumber, kemudian mengolah data tersebut agar dapat di bidding ke berbagai marketing channel, DMP dapat menyerap data dari pihak pertama, kedua atau ketiga, kemudian data tersebut dinormalisasi & distandarisasi, kemudian advertiser dapat membuat segmen audience, setelah segmen audience dibuat, mereka dapat melakukan sindikasi ke external ad targeting & content delivery platform
• #31: Data-management platform dapat menyesuaikan semua data ini dengan menormalisasi & menstandarisasi, sehingga advertiser memiliki satu gambaran terhadap audience mereka
• #32: Here’s a quick overview some of these key terms