digital advertising: introduction to yield and ad optimization presented for general assembly by...
TRANSCRIPT
Digital Advertising:Introduction to Yield and Ad
Optimization
Presented for General Assembly by Emry DowningHall, Cristina Calderin, Kristina Dzenis and Samuel Youn
2008After early success, we begin monetizing 100% of the ad inventory of our largest competitor.
Neal and Darshan created EasyBib.com as high schoolers to solve an annoying problem – handwritten bibliographies.
2001We acquire our 3rd largest competitor (BibMe.org) and now manage 100% of the advertising inventory of the top 3 online bibliography sites.
2011
ImagineEasy Solutions forms StudyBreak Media as its digital media division.
2012
To help manage the increased ad inventory and to scale the business the SBM team expands from 1 to 7 employees. Sites expand from 3 to 9.
2012StudyBreak Media is recognized for excellence in programmatic yield optimization by Google.
2013
StudyBreak Media is now serving over 6 billion ad impressions a year and reaching over 85% of the students in the United States
2013
2007Neal and Darshan begin working EasyBib.com full-time. I joined the team to handle the ad effort.
How we got here…
What are you doing here?
Course Goals
1. Introduce you to, or increase your understanding of ad optimization.
2. Take an introductory look at what ad optimization means, different ad partner types, ad serving and how to analyze your data.
3. Answer your ad specific questions in as personal a manner as possible. We’ll be available as long as there are questions after class.
Digital Advertising. What’s the point?
728x90 placement
300x250 placement
300x250 placement
Standard Ad Units
300x250/Box
728x90/Leaderboard
160x600/Wide Skyscraper
Why Is Ad Optimization So Important?
• Direct ad relationships with brands and agencies are rare and do not scale
• Unlike direct deals, solutions and relationships scale with your audience
• It allows you to maximize the full value of your website’s audience
• The ad industry as a whole is shifting towards a programmatic approach which requires optimization
Ad Optimization: What You Should Know
• Communicate: Share your experiences in the space, positive and negative
• Don’t be greedy: There’s plenty of premium inventory to go around!
• Testing a solution’s performance is the only way to be certain it will work for your site
• Trust your ad partners but draw your own conclusions from their ad data
• Mistakes will happen, that’s fine. Malcolm Gladwell’s 10,000 hour rule applies
(Brace for clichés)
ad partners: who they are and how to work with them
ad partners: agenda
• common types and brand names out there• what to communicate with introductions• ad chain – combining your ad partners to
make money
common types and some names we trust
A broker between publishers (websites) and advertisers
Ad Network
Real Time Bidding, the technology that sells ad inventory in an auction-like manner to advertisers
RTB
Sells ad space (inventory) through an auction using RTB technology
Ad Exchange
how do you get them to notice you?
Subject: MarketPlace| EasyBib Ad Inquiry
Hi John Smith,
My name is Cristina, and I'm an advertising rep at EasyBib.com. I'd love to discuss the opportunity to work with MarketPlace.
Here's a bit of background on EasyBib:
• EasyBib is an online bibliography generator, providing research tools to students since 2001. All our content is 100% brand safe.
• We represent the largest 100% online student audience in the U.S., reaching over 85% of students in the nation.
• Every month, EasyBib attracts 10 million visits, 5 million unique visitors, and over 80 million pageviews. Our average user session is 8 pages per visit, with 10 minutes duration per session.
• Ad units include 728x90, 300x250, and 160x600 all above the fold
Please feel free to contact me via email or phone. I look forward to speaking with you soon!
Best,Cristina
What your site is all about – what makes it unique
Who’s coming to your site?
Traffic info from Google Analytics
Ad units displaying on your site
Show off….
friends with benefits….
• Setting mutual performance goals
• Negotiating the right price
• The right payment terms
putting them all together in an ad chain
Partner 1 - $3.00 rate
Partner 2 - $2.00 rate
Partner 3 - $1.00 rate
Partner 4 - $0.50 rate
The Ad Serving Process
<!-- begin Undertone Ad Tag for INT1319 - Medium Rectangle 300x250 - ROS-EasyBib--><script type='text/javascript'><!--//<![CDATA[ var ut_ju = 'http://ads.undertone.com/aj'; ut=new Object(); ut.zoneid=45867;//]]>--></script><script type="text/javascript" src="http://cdn.undertone.com/js/ajs.js"></script>
<!-- end Undertone Ad Tag for INT1319 - Medium Rectangle 300x250 - ROS-EasyBib-->
From Talks to Technical, Now What?
Ad Partner: UndertoneAd Tag: EasyBib.com 300x250
Ad Serving: What We’ll Cover
• An ad server, what? • Ad server features and how it works• From ad server to site: walk-through
a platform that hosts all operations related to displaying advertising creative on a website
Ad Server:
An Ad Server, the Ad Machine• An ad server brings the ads from the website’s back-end to live on site• Like operating a machine, you’re in control and need to tell it what to do• What to serve• Where to serve• When to serve• Who to serve to• In what priority (rank, preferred order) to serve
Ad Server Features
An interface to run your ad solution• Create advertising units• Host advertising creative• Deliver the ads you want to display• Determine delivery time: over what
period, where to, who to, etc.• Prepare campaigns and creative to serve
Let’s put it all together…
Your Website’s ads are like a Restaurant!
Your Website’s Restaurant, featuring:
Your Website’s Restaurant Digital Advertising Term
Restaurant
Patrons
Food
Chefs
Wait Staff
Restaurant Tables
Menu
Website
Site Visitors
Ad Creative/Ad Tag
Ad Partner (Creates Ad Tag)
Ad Server (machines behind the process)
Ad Units
What’s Available/Ready to Serve (Ad Inventory)
Restaurant in motion!
Chef (ad partner) prepares the food (ad tag)
Wait staff (ad server) brings food (ad tag) to patron (site user)
The patron (site user) enjoys his food!
Ad-ding to Your Site!
Ad creative
here
Site, ad-free Create ad units Set ad code to communicate between
site and ad server(invocation code)
Set up ad campaign
Why Use an Ad Server?
• Stay organized• Serve with flexibility• Target specifically• Set baselines and accountability• Cost and features
Intro to Analyzing and Optimizing Data
Intro to Analyzing and Optimizing Data1. Goals of Optimization2. Optimization Metrics3. Analysis and Optimization Setup4. Principles of Programmatic/Auction Buying 5. Optimization Guidelines
1. Optimization Goals
1. Monetize all available impressions2. Maximize revenue for each ad unit
2. Optimization Metrics
• Total Impressions• Paid Impressions• Fill Percentage = Paid Impressions/Total Impressions• Revenue• CPM• Price Floor/Auction Floor
3. Optimization Setup
Ad Partner Total Impressions
Paid Impressions
Fill Percentage
Revenue CPM
AdX 100,000 50,000 50% $50 $1.00
Revenue = CPM x (Paid Imps/1000)
Fill % = Paid Impressions / Total Impressions
CPM = Revenue / (Paid Imps/1000)
4. Principles of Programmatic Buying
Principles of Programmatic Buying
There is an inverse relationship between the CPM price floor and the fill percentage.
$- $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.70 $0.80 $0.90 $1.00 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Fill Percentage Vs. CPM Price Floor
CPM Price Floor
Fill
Perc
enta
ge
Remember!
The end game of our optimization efforts is to achieve maximum total revenue for each ad unit (not maximum revenue for each individual ad partner).
Optimization Setup
5. Optimization Guidelines
1. Optimize all inventory. 2. Maintain a high fill percentage before raising price floors.3. Don’t be afraid to make changes. 4. Give your changes time to adjust.5. Trust your data, make your own conclusions.
Visit our Blog for more information!
www.studybreakmedia.com/blog
Questions?
Contact Us
Emry DowningHallDirector
Cristina CalderinDigital Account Executive
Ad Partners [email protected]
Kristina DzenisSenior Digital Account Executive
Ad Serving Process [email protected]
Samuel YounDigital Account Executive
Optimization and Yield [email protected]
http://www.studybreakmedia.com
Thank you!