Keynote at Adform event about Real Time Bidding (RTB) with our client case of Essent.
"RTB first-mover advantage for Belgian advertisers" By Möbius Franssen.
3. essent.be Strategy
• Being visible during ‘key moments’
– Moving, Marriage, Building a house, …
• Pushing brand awareness
• Keeping a sharp price perception
– Using different propositions and promotions
• Structural online presence without overkill
5. • Fits inside our channel mix as important push & retargeting
channel for brand awareness and a strong online presence
without overkill by using frequency caps and banner rotations
• Key moments: Interest targeting, domain push and exclusion,
specific inventory, retargeting specific tracking points
• Provides an easy platform for quick creative changes
How does RTB help our strategy?
6. essent.be RTB Fun Facts
• Active since 2013
• 500.000.000+ impressions and counting
• Tracking tool for third party campaigns
• 50% awareness 50% retargeting
• 50% VL 50% WL
13. RTB optimisation
• Admantx
– Advanced segmentation and brand safety
• Rich media
– Against banner blindness
• Deal ID’s
– Premium packages with local publishers (quality over quantity)
• Keeping sanity level
– Not pushing the brand but rather the proposition
– Frequency capping
16. Future of RTB
• Growing demand for RTB campaigns
• Continuously growing network
• Even more programmatic - data driven
• Growing number of high-impact formats
• Importance of social media
• Focus on interaction via lead generation