Adform keynote

RTB first-mover advantage for Belgianadvertisers

Steven Soers (essent.be)

Möbius Franssen (Intracto)

Story & StrategySteven Soers (essent.be)

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

essent.be Strategy

• Fits inside our channel mix as important push & retargetingchannel for brand awareness and a strong online presencewithout 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?

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

essent.be Banners

• Rotation of creatives and propositions

• A/B test different variations

essent.be Video

• Skip- vs non-skippable

• High CPM

• High CTR

essent.be Rich Media

• 3D box– Leaderboard

– Halfpage

– IMU

essent.be Rich Media

• Learnings:– More interaction

– Higher CTR

– Targeting advantage of RTB

Tactics & OptimisationMöbius Franssen (Intracto)

RTB optimisation

• Bid changes

• Boost win rate %

• Push performing networks

• Exclude irrelevant domains

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

Performance over time• CPM

• CPC

Retargeting

• Specific tracking points

• Exclude converted visitors

• DCO (product retargeting)

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

Questions?

Steven Soers (essent.be)

@soeshy

Möbius Franssen (Intracto)

@MobiusFranssen

Adform keynote

Thank You

Steven Soers (essent.be)

@soeshy

Möbius Franssen (Intracto)

@MobiusFranssen