rapid media buying at massive scale
DESCRIPTION
Using specific case studies and examples, we will discuss exactly how affiliates can apply the same big data and RTB strategies used by big brands to quickly scale up media buy campaigns.TRANSCRIPT
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RAPID MEDIA BUYING AT MASSIVE SCALE
ILYA LICHTENSTEIN
COFOUNDER,
PERFORMANCE MARKETING SUMMITMARCH 12, 2013
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ABOUT ILYA
• Affiliate marketing -> creating software
• 2007: Facebook Ads
• 2009: Google Content Network
• 2010: Display Media Buys
• 2011- Co-founder,
THEME: RAPID SCALE THROUGH AUTOMATION
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MARKETING HAS CHANGED
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WHY DISPLAY MEDIA BUYS?
1. http://searchenginewatch.com/article/2200730/Organic-vs.-Paid-Search-Results-Organic-Wins-94-of-Time
2. http://www.emarketer.com/newsroom/index.php/realtime-bidding-poised-quarter-display-spending/
3. http://www.ignitionone.com/en/about/research-white-papers.html
• 94% of traffic goes to organic results1
• Display still growing 20% a year2
• Large fluctuations in CPMs persist3
• Inefficient market=opportunity
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MOST MEDIA BUYS FAIL…
92%
8%
Long Term Campaign Performance_x000d_
Negative/Zero ROI
Positive ROI
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…UNTIL THEY SUCCEED
Revenue
Spend
Total
Month 1
$7420
$12600
($5180)
Month 2
$13880
$16500
($2620)
Month 3
$37600
$22900
$14700
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TRENDS IN DIGITAL MARKETING
• Social
• Mobile
• Dynamic
• Micro-targeted
ALL MARKETING IS PERFORMANCE MARKETING
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HOW BRANDS BUY MEDIA IN 2013
• Direct access to inventory
• Precise audience targeting
• Channel-specific CPA goals
• Constant split testing
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DIRECT ACCESS TO INVENTORY
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PRECISE AUDIENCE TARGETING
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CHANNEL-SPECIFIC CPA GOALS
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CONSTANT SPLIT TESTING
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HOW TO SCALE FAST
• Go direct (broad) or RTB (micro-targeted)
• Micro-target creatives and landing pages
• Iterate towards profitability
• Automate media planning and trafficking