how private ad exchanges, retargeting and data can improve b2b online ad effectiveness - admonsters...

Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013

Maximising B2B advertising through private exchanges, data and retargeting

@JohnMNBarnes

MD Digital & Tech Incisive Media

Berlin | September 8-10, 2013


l  Incisive Media is a leading, geographically diverse B2B information and events business built on continuous digital innovation with customer insight at its core.

l  We serve a wide range of financial services, business technology and professional services markets globally

l  Our portfolio spans magazines, newsletters, books, directories, events, exhibitions, conferences, websites, video services, business TV channels and cutting edge mobile and tablet apps

l  Our underlying mission is to “connect and engage defined communities” through a branded information business with events at its core

l  In 2010 and 2013 we were awarded ‘Digital Publisher of the Year’ by the UKs Association of Online Publishers

Incisive Media, who are we?

Maximising B2B advertising Berlin | September 8-10, 2013

Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 18

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Audience / Community Platform Brand

1990’ 2000’ 2010’

Short-term extensions / products

Reach / Platform / Brand

User engagement / Multi-screen / Synchronous use

“Deep and narrow” strategy focusing on vertical communities

served with print publications

Focus on reach and extensions of print brands into online, and

adjacent markets

“Multi-screen”, web-first strategy focused on engaging communities

through multiple media – web, print, tablet, mobile

Risk books

Risk.net

Asia Risk

Risk Magazine

Apps

Lead generation

Journals and magazines

Infinite publishing

Emails

Evolution of Incisive strategy over time

1995 1st Banner ad

served

2012 1.3 Billion ad imps served



Incisive’s ad universe 2012



But with the advent of the EU privacy directive in 2012 we began to realise some home truths….

l  Cookie audits revealed we were losing control of our data

l  3rd party cookies were taking valuable data and changing the way digital advertising was bought and sold

l  We had significant advertising revenues which we needed to retain and grow

l  Mulitple device campaigns were on the increase but…

-  Size of our audience and available impressions made them unattractive

-  Clients were using networks who could offer volume and cheaper CPMs

-  Which was driving down advertising yields

-  RTB and programmatic was on the increase

-  We were turning down some campaigns as we did nit have the available inventory

-  Our own business required more inventory to grow events and susbscription revenues



Media coverage particularly Guardian, Campaign and eConsultancy was highlighting this….



So we built a private exchange…

l  First stage was upgrading to Doubleclick for Publishers (DFP) premium -  Single integrated platform

-  Extending DFP solution to include Bid Manager, Ad-X, Optimise and Audience

-  Adding Admeld, Live Intent and OnScroll tech to our solution

l  Streamlined management across platform and functionalities

-  This included video, mobile audience and data management

-  With a focus on monetisation and audience segmentation

-  Using concept of eCPM to evaluate and tune house campaigns

l  Key goals were to: -  Maximise value of inventory, and Improve trafficking efficiency

-  Create new advertising opportunities, and Showcase our product offering



Incisive Ad operations 2013 now have clear objectives..

l  To maximise the opportunities and value for our advertisers, both internal and external, we have:

-  increased the effectiveness of our direct and house advertising in order to maximise inventory

-  taken full advantage of our high-worth audience on private exchanges and premium

-  Monetised first and third party data on our own and other networks, including audience extensions and our email inventory

-  And truly understood the value of our data by operating as buyers and sellers in the programmatic environment



Markets – prior to the private exchange we sold markets as verticals



Post private exchange we sell audience across verticals e.g. Lawyers

Using retargeting within our own network



Most inventory is traded on data!

3rd Party Behavioral 3rd Party assumed intent 1st Party demographic

l  B2B data has always been more sophisticated than B2C, it is based on actual demographics per user (1st Party)

l  Because of the historic lack of B2C data, agencies and advertisers think that the current levels of data are sophisticated

l  We think they are basic, because they are based on assumed intent and historical behaviour, NOT on the user demographics with intent and behaviour overlaid



Intent and behaviour data, the flaw!

Johnny Tim George

l  All three like Sport (particularly Cycling, Cricket and Rugby)

l  Enjoy air travel, staying in hotels and eating out

l  Love technology and automobiles, especially supercars such as Ferrari’s



B2B value is in the articulation of our first party data

l  But it is hard to detail our audiences using behavioural terminology.

l  Third party data is “intent” driven and generic and not of specific relevance to our (b2b) advertising clients

l  but it can be overlayed with existing audience segments to add a degree of targeting

l  e.g.Computing registered users + visitors to Autotrader + those who have viewed car ads = qualified high net worth carbuyers

Incisive 1st Party demographics

3rd Party Behavioral 3rd Party assumed intent



Intent and behaviour data – the solution!

Johnny Tim George




Johnny Tim George Johnny

Intender




Johnny Tim George George

Behavioural Intender

Johnny

Intender




Johnny

Intender

Tim

Qualified Buyer

George

Behavioural Intender



Examples of Data overlays

3rd Party Behavioral

3rd Party assumed intent

Incisive 1st Party demographics



Collecting first party data to enrich the exchange with quick questions


The Ad exchange hierarchy – the breakdown of less than tenth of a second

Ad call one

• Given to selected partners in a private exchange at agreed minimum price (includes behavioural re-targeting)

Ad call two

• Given to our direct advertisers

Ad call three

• Given to our house advertisers or networks at best eCPM (includes re-targeting)



The Ad exchange hierarchy – Typical rates

l  Direct Clients (IO) - £50 - £110 CPM

l  Premium Networks (e.g. Martini Media/BBN) - £3-£10 CPM (depending on format, high impact formats such as billboard higher rates)

l  Private Marketplace (fixed price deals) - £5-£20CPM CPM+ (depending on market and target)

l  Branded Open Market ADX - £2.50-£35 CPM (depending on market/brand price floor)

l  Anonymous Open Market ADX – £0.50-£2.50 CPM



Re-targeting: Agencies and networks don’t have audiences!

l  All they can do is target and buy on behaviour and intent

l  They cannot retarget as they do not have a first party, unique, loyal audience, therefore lacking quality

l  As a result they want volume to minimise risk, and maximise discount, because there is innate waste in this approach

l  Publishers can counter this by overlaying 1st party demographic data, with behaviour and intent

l  This massively improves targeting, reduces volume and increases value


Publishers do - Example Campaign – Risk.net

195,000 impression campaign

On Risk.net

Retargeted

l  On Risk.net

l  75,000 impressions ROS geo targeting US only = $140CPM = $10,500

l  Retargeted

l  120,000 impressions via Google ad networks targeting individuals that Incisive Media has dropped a cookie on when they have visited Risk.net and seen the CME ad = $80CPM = $9,600

l  Total rate = $20,100, Total impressions = 195,000



l  The opportunities for publishers are :

-  Building value through exclusivity and clarity on audiences for the trading desks

-  Access to budgets dedicated to automated trading and a new range of clients

-  Increases the value of first party data and increase the efficiency of all digital advertising

-  Act as a buyer of our own inventory to value and tune house campaigns

-  With a goal of a 400% increase (a 7 figure sum) in traded revenue in 2013

Incisive private exchange – creating value through exclusivity



So what have we learned?


Operating as a buyer of our own audience is giving us real insight into

the quality, uniqueness and value of our data!


Our audience data needs to be protected, we can see they are valuable through re-targeting, we are now buyers as well as sellers of our audience


The clients operating on the Private Exchanges are still limited and consumer focused – but we know clients will pay for niche B2B specialisms that result in small volume where yields need to be high


…oh , and that CPM is a fatally flawed metric, ‘a Crap Publishing Metric’, that rewards scale, devalues quality and does not reward specialists who spend time, money and expertise building high value audiences


So should publishers run their own private exchanges?

Source: Campaignlive.co.uk 5th September 2013



THANK YOU [email protected]

Twitter.com/johnmnbarnes

Linkedin.com/in/johnmnbarnes

how private ad exchanges, retargeting and data can improve b2b online ad effectiveness - admonsters...

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