2. Real time ad market today
Programmatic advertising
and big data have
disrupted the industry:
Greater campaign efficiencies
Improved ROI
3. The programmatic opportunity
10x
4x
RTB Spend
Worldwide RTB-based spending will grow from
$2.7 billion in 2012 to $20.8 billion in 2017
Real-Time Bidding in the
United States and Worldwide,
2012-2017 (Sep. 2013)
~2x
Mobile RTB Spend
Video RTB Spend
Mobile RTB spend to quadruple in
2014, to reach $1.9 billion by 2016 (US
only)
Video RTB spend to nearly double in 2014,
to reach $1.7 billion in 2017 (US only)
8. Challenges of real time travel advertising
Leveraging BIG data
which is even bigger in travel
Keeping brand top-of-mind during
prolonged decision-making process
Ultra-dynamic verticalNeed for great degree of flexibility
9. THE LONG JOURNEY OF TRAVEL CONSUMERS
67
DAYS
26.3
SITES
60.4 VISITS
OVER 27.1
SESSIONS
SPENDING TOTAL OF 4 HRS 48 MINUTES PRIOR TO PURCHASE
finding the right ad mix throughout
this journey is a challenge
Source:
10. Business-driven customization in travel
Adapting programmatic campaigns to fit an
advertiser’s unique business & branding goals
Prospects
Inspiration
Awareness
over time
Customers
Short term
cross-selling
Acquisition
Ancillary
revenue
Long term
repeat purchases
Loyalty club
acquisition
Incremental revenue =
Acquiring new business +
maximizing value of existing business
…and integrating them throughout the entire programmatic ad campaign chain
11. Business-driven customization in travel
…and integrating them throughout the
entire programmatic ad campaign chain
Customized
business-driven
segments
Customized
creative
Customized
pricing models
Customized
optimization
models
13. Customized segments
Recommended retargeting segmentation plan in line with business goals
Incremental
revenue
Inspiration
Awareness
Awareness
over time
Acquisition
Acquisition
Acquisition
DEFAULT
PROSPECTS
HIGH VALUE
TRAVELERS
INTERESTED
FAMILIES
MIDWEEK
SHOPPERS
CHRISTMAS HOLIDAYS
ADD SEGMENT
Repeat
purchases
ALL USERS
Incremental
revenue
RESEARCH PHASE
USERS
ALL USERS
LAST MINUTE DEALS
Incremental
revenue
Incremental
revenue
Ongoing
Seasonal
16. Customized optimization models
Segment configuration
Man
Segment pricing
Ongoing optimization
Actionable data insights
Fine-tuned micro
segmentation
Dynamic creative
optimization
&
Machine
Highly efficient programmatic
media buying
Lifetime value
optimization
17. Taking a programmatic travel campaign to the next level
The impact of CRM
data in travel:
Ability to leverage highly valuable data
(e.g. data related to loyalty club & product margins)
Ability to accurately target users based on long term consumer view
18. The end result
Differentiated programmatic campaigns with unique
pricing, creative, messaging and sequence
For every user segment.
19. Success Story
0.64%
5.2%
5-6x higher than
standard display
Significantly higher
than site average
CTR
PCCR
Based on over 7 million impressions
“We are very pleased with the solid performance we keep on
seeing with myThings. Coupled with its dedicated account
services, we consider myThings to be an essential tool for
increasing conversions in the travel vertical."
”
Wesley Koolen
Roomport Internet Manager
20. New approach to display advertising
From
black box
to
glass box
23. To summarize
Current state
of real time
ad market:
Programmatic advertising
disrupting industry
Nonetheless, it has created
two key pains: uniformity
and limited visibility
Customizing programmatic
travel campaigns
Taking it to
the next level:
Providing complete visibility
into campaign
24. About myThings
150+
employees
5 billion
impressions
per month
60+
engineers, PhDs
and data analysis
experts
7 billion
RTB requests
handled per day
100%
proprietary
platform
300+
Partnerships with
premium media
networks & sites
25. Offices in 15 cities serving 30 markets
AMSTERDAM MILAN
NEW YORK
SCOTTSDALE MADRID
PARIS
LONDON BERLIN
MUNICH
SAO PAULO
STOCKHOLM
WARSAW
TEL AVIV
MOSCOW
TOKYO
26. Thank you
Email: t a n j a . s a n d e r s @ m y T h i n g s . c o m
Mobile: 06 4 4 - 2 9 5 4 1 1
Twitter: @ t a n j a s a n d e r s
Notas del editor
Programmatic advertising has made an important impact on todays adverrtising industry. Programmactic advertising is a proces of media buying an automated way through digital platforms, programmatic buying is the technology that enables us to bid on an induvidual user ba
Growth market. The RTB spendwillbe 10 timesbigger in 2017 -
Revoluzionized advertising in general- greatdevelopment, -great performanceTwitter- Mopa- mobile ead exchangeRTL-Bol.com- programmaticbuying
Specificneeds of specificbrands are lost- youcan’t make brand stand out- slap in the face-
Programmatic ad campaigns are fully automated solutions with little ability to customizeGeneric, non-brand aligned Standardized, template based creativesAudience segmentation limited to place in funnel, categoryLacking ability to deliver the right message to the right audience
There is 3 major challenges: #1 Noy only bigger in size, but also in complexity and making meaningfull connections between silo’s of unconnected data. Imagine site like booking.com, 67 days in order to make a booking#3 Coping w ultra dynamic Ultra dynamic flexibility- flexible pricesSearch limitations: Limited branding, few shopping-related queries, low time spent, expensive key words
Just to remind you about the decision making proces in travel by nielsen. Staying top of mind of that user during that process is crucial and to be able to do that and trigger the user’s mindset during this journey which start with orientation and which end with
http://en.wikipedia.org/wiki/Ancillary_revenueWith today’s tehcnologies: It is possible today to adapt campaigns for fit specific goals. Inspiration- storming weather, going to booking.com- looking to be insired- sunny images- awareness over time, keep the brand top of mind- revenue from non-ticket sales- #1 area where airlines can acutally earn margins.Long-term repeat purchases- after 6 months another ski vacation this winter- loyaly club acqusition- travel is considered a comodity, airlines want to push hard to be a loyaly club. Incremental value- business goals aan d implement them in the campaign
The more targetd the group the more efficient the campaignwillbe-Withtoday’savailableamount of data it is veryobviousthat these data shallbeusedforcampaignoptimizationAnyonelooking at hotes in barcelonal, or anyone look the loyalty club member scetionand a 5* hotelUser attibutes- gender, familiy status, loyalty club member, crm data
Prospects: visited HP or deals section. Open to optionsHigh value travelers: business-related, families with kids, long flights, full packagesResearch users: entered dates NOT in near future
The combination of both human brain and machine learning algoritm make the impact of usch campaigns very powerfullActionable data insights-behavioural pattern- Machine- fine tuned- mirco segmentation- determined 6-7 segements, based on business goals- machine learns that business travellers that book between 2-4 pm are the biggest spenders- machine has finetuned the segmentData over time- future potential- but also past user history.
If user looked at hotel in new york, yo will show him that hotel he looked at but also a hotel that you have a good deal with,
Performance data: Full set of KPIs per segment including revenue, conversions, AOV, impressions, spend, eCPC, clicks, CTR, and ROI and performance comparison across all segments.Creative data: Segment-level creative performance comparisonAnalytics and insights: Traffic source breakdown, geographical distribution, AOVs over time, top selling categories and more
Performance data: Full set of KPIs per segment including revenue, conversions, AOV, impressions, spend, eCPC, clicks, CTR, and ROI and performance comparison across all segments.Creative data: Segment-level creative performance comparisonAnalytics and insights: Traffic source breakdown, geographical distribution, AOVs over time, top selling categories and more
Global leader in programmatic advertising, turning big data in incremental demand.