Display advertising can be a daunting space, even for advanced online marketers. Display is well into its second decade of existence and has evolved extensively during that time. During this evolution it has become more effective and accessible—but it’s also gotten more complex. This webinar is a straightforward guide to what’s happening in the display advertising industry and what it means to marketers like you.

1. Matt Carr, AdReady
Twitter: @AdReady, #AdReadyWebinar

2. REMEMBER WHEN…
You sent a tape to a TV station by Bike Messenger?
And then went to lunch.
© 2011 AdReady, Inc. Confidential 2

3. TODAY…
You analyze ROI, breaking it out by segment and keyword…
And work through lunch.
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4. THE OPPORTUNITY GAP…
…makes missing lunch worthwhile.
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5. A BIT ABOUT ME…
• SVP of Product and Business Development at AdReady
• 10+ Years in Online Advertising Industry
• GM of Display Advertising at MSFT
• Ukulele Champ?
• mcarr@adready.com
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6. WHAT WE’LL COVER…
History of Display industry
Understand It Who does what on the buy-side
Diversify your marketing portfolio
Be Display Smart Know and control your display levers
Remember marketing fundamentals
Ask the right questions
Follow Through Find the right partner
AdReady’s view
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8. HERE’S ONE WAY TO LOOK AT IT…
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9. HERE’S A SIMPLER WAY…
Message Medium Customer
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10. SO…
How did we get from this…
Message Medium Customer
…to this?
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11. 1994 – 2001
Advertisers bought ad space directly from publishers
Advertisers Publishers
A P
A P
A P
A P
A P
Challenge: No Scale
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12. 2001 – PRESENT
Rise of ‘Ad Networks’ to consolidate unsold inventory
Advertisers Publishers
A P
A P
Ad Networks
A P
A P
A P
Benefit: Scale & ROI
Challenge: Still Not Automated
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13. 2006 – PRESENT
Rise of ‘Ad Exchanges’ to consolidate Networks and improve efficiency
Advertisers Publishers
Exchanges
A P
A Ad P
Networks
A P
A Ad
Networks
P
A P
Benefit: True Scale & RTB
Challenge: Still Many Integrations
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14. NOW THAT’S COMPLICATED.
How do we get from this…
…back to this?
Message Mechanism Customer
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15. 2009 – PRESENT
Rise of ‘buy-side tools’ to connect buy-side to ecosystem
Advertisers Publishers
Exchanges
A P
A Exchanges
P
Buy-Side
Tools
A P
A Ad
Networks
P
A P
Benefit: True Automated Buying
Challenge: Still Many Options
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16. WHAT ARE THESE BUY-SIDE TOOLS?
Many options, many differences, many categories
Connect buyer to multiple inventory
DSPs
sources via single buying tool
A
Creative Enable creation of multiple creative
A Optimizers versions (dynamically or otherwise)
Buy-Side
Tools
A
Third Party Facilitate traditional reserved, cross-
Ad Servers publisher campaigns
A
Ad Buy inventory from pubs/others and
A Networks sell at higher rates to advertisers
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17. WHEW!... WHERE DOES THIS LEAVE US?
More Fragmented Display Inventory
Result: Platforms to Access Inventory
Which Leads To: More Tools & Platforms
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19. 3 CORE PRINCIPLES
OF GREAT DISPLAY CAMPAIGNS
1. Diversify to Amplify
2. Understand your Levers
3. Remember Fundamentals
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20. Diversify to Amplify
1.
DIVERSIFYING YOUR MARKETING PORTFOLIO
To grow your overall marketing effectiveness,
you need to constantly diversify your overall portfolio mix
Return
on Ad
Spend
and Television
Reach
Radio
Print
Time
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21. Diversify to Amplify
1.
DIVERSIFYING YOUR MARKETING PORTFOLIO
To grow your overall marketing effectiveness,
you need to constantly diversify your overall portfolio mix
Social… etc.
Display 1. Multiple Display Marketplaces
Return
on Ad
2. Fragmented Display Audiences
Spend Search
and Television
Reach
Radio
Print
Time
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22. WHY DIVERSIFY?
MULTIPLE DISPLAY MARKETPLACES
Advertisers 1. Buy through Publishers
Exchanges Exchanges
A P
A Exchanges
P
Buy-Side
Tool
A P
Ad
A 2. Buy through Networks P
Ad Networks
A P
3. Buy directly from publishers
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23. WHY DIVERSIFY?
FRAGMENTATION IN THE INTERNET
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24. Understand your Levers
2. VOLUME VS. PERFORMANCE
Volume Performance
(AKA ‘Delivery’) (AKA ‘eCPX’)
What to remember buying from marketplaces…
Your ‘Bid,’ or rate you will pay, is your primary lever
Ideal bid should balance delivery (volume) vs. performance
There is an ‘efficient frontier’ beyond which increasing bid is not advisable
Yet most advertisers over-state their bid to ensure delivery at beginning
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25. EFFICIENT FRONTIER FOR DELIVERY
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26. TARGETING LEVERS
Increased targeting
leads to increased
performance… but
reduced volume
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27. ONE EXAMPLE OF AN INTEGRATED PLAN
Great return, but limited reach
Higher cost, but qualified!
Great feeder to drive traffic
to site for Retargeting
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28. A SMART MARKETER + A SMART TOOL
Smart Optimization = Smart Media Planning + Smart Tools
Smart Tools collect and process historical data
to provide the most accurate bid for the requested targets.
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29. USE “BIG COMPUTING” TO YOUR ADVANTAGE
Today’s unique technology convergence
COMMODITIZED INTELLIGENT
COMPUTING ALGORITHMS
POWER
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30. MAKING DATA WORK FOR YOU
CUSTOMER-FOCUSED APPROACH BENEFITS
• Technology in background • Eliminate guess work
• Algorithms lead to • Eliminate long trial &
recommended actions error cycles
• All campaigns across all • Faster on-boarding
publishers
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31. REMEMBER THE FUNDAMENTALS
3.
The first thing you
learned in marketing
is still true…
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32. KNOW YOUR CUSTOMER
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33. KNOW YOUR CUSTOMER
INTRODUCING THE OLD SPICE GUY
© 2011 AdReady, Inc. Confidential

34. KNOW YOUR CUSTOMER
HUGE RESULTS:
• Old Spice rose to #1 spot in category in U.S.
• #1 All-Time Most Viewed Brand Channel on YouTube
6 MILLION
HITS IN 1 DAY
4.8 M
4.4 M
3M
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35. USE THE “WHEEL OF DISPLAY”
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37. Do I have a deep enough understanding of my customer?
Are my success metrics well defined?
Do I have an easy to use tool that lets me access all the
inventory sources in an easy way?
Am I spending too much on manually generating creative?
Am I constantly working on my campaigns to optimize? Or do I
need some help?
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38. Will your technology address all my display needs?
What kind of support and service do you provide?
Do your existing customers have similar needs as me?
How long/hard is it to get up and going?
How do you get paid?
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39. You don’t have to be big to be great
You don’t have to go small to be nimble
You don’t have to spend a lot of money to make money
You don’t have to ‘staff-up’ or devote huge dollars to train
an online ad pro
You don’t have to figure out online advertising on your own
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40. Learn more at
www.adready.com/resources
come talk to us at…
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41. mcarr@adready.com
marketing@adready.com
© 2011 AdReady, Inc. Confidential 41