what is real-time bidding (rtb)?
DESCRIPTION
Paul Gill, Head of RTB, presented on what Real-Time Bidding is and how to implement a successful campaign at our Real-Time Bidding Best Practice Seminar.TRANSCRIPT
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What is Real-Time Bidding? (RTB)Paul Gill
Problems To Solve
Tested display advertising with no return
Limited by generic search market
Made direct website advertising purchases
Invested in TV or offline with unclear uplift
Real-Time Bidding
What Is Real-Time Bidding?
Advertising through:
Display banners
- Static
- Rich media
Videos
What Is Real-Time Bidding?
Targeting the user visiting a website not just the website itself
Place the right ad in front of the right person at the right time
How Is RTB Defined?
RTB is:
“real-time, impression by impression based decision making”
Campaigns make decision to bid on an impression in real-time
How Do We Recognise A User?
3rd Party browsing data from multiple providers- User browses 3rd parties inventory
- Their actions are recorded
- Segmented into user demographics
Post-graduate education
45-55 year old
Interests: luxury cars, investing
More than two children
Day: Tuesday, Time 8:03am
Highest annual income
Gender: Male
Location: Leeds
Traditional Display Vs. RTB
Purchasing in bulk even though each impression has different value to campaign
Vs. £10 CPM
£1.20 £1.65 £3.12
£1.08 £0.64
£0.88 £0.23
£2.12
£0.77 £1.65 £3.12
Purchase impressions based on their individual worth and only those which are valuable
Only pay for the valuable impressions:
The Benefits Of RTB
Improving account performance:
– Huge reduction in wasted costs
– CPA / ROI never before possible with display
– Unrivalled reporting and insight
Access to huge volumes of data
- Results only possible with statistical optimisation
How It Works
Facilitates buying and selling of impressions in an auction
Allow access to larger inventory
Ad Exchanges
RTB
Traditional Display
Who We Work With
Demand Side Platforms (DSP)
Access to multiple, statistically qualified, 3rd party data providers
Unrivalled reporting insight
Live across 40 countries:- scale quickly across markets
- gain insights for specific geographies (e.g. Yandex, Russia specific exchange)
Double Click Platform
Double Click Platform
Double Click Platform
RTB: Bidding Process
Bid: £0.00034
Bid: £0.00012
Ad Exchanges
Website visited
Search Laboratory
Bid: £0.00039
Bid: £0.00042
User
Highest bidder advertises on websites impression
User InformationBid request Bids sent to auction
Competitor
Competitor
Competitor
Complete RTB Strategy
Complete RTB Strategy
Keyword Targeting
RemarketingAudience Targeting
Campaign Types
Conversion Focused Campaigns
Clients with direct response goals/ interactions
Optimise towards conversion rate/ cost per conversion/ ROI
Statistically led decision making
A Scientific Approach To Branding
Bidding based on key demographics stats, useful for other channels
Traditionally reported through surveys
Integrate with analytics for reporting:
- PPC, SEO, Analytics/ Social metrics uplift
Brand Protection
- Ad position, brand safe inventory
- User generated content
Typical Timeline For Success
Strategic, engaged
setup
ROI, Improving CPA
Month 1
Broad demographics
Launch remarketing
Build audience lists
Month 2
Gather data
Key converting audiences /
websites
Improve lists
ROI, Improving CPA
continues
continues
Month 3+
Increase investment in what works
Advanced testing
Publisher negotiations
ROI, Improving CPA
Next Steps
Consider your business’ current challenges
Look at effectiveness of other channels:
– Traditional display
– Offline/ print media
– TV
– Traditional remarketing
Take into account the recommended min. monthly spend (£10k)
Question how much you really know about your target audience