Case study prepared by Adnetik outlining the role of real-time bidding in the development of a campaign for New Balance's Wellness initiatives, created in partnership with Almighty and presented by Rachel Jackson at the Ad Club's 'Ad Exchanges and Real-Time Bidding... Demystified' panel on July 19, 2011.
4. New Balance Campaign Parameters Overall Wellness Objectives: Align digital programs with the overall campaign message to “make excellent happen” Provide value at each digital touch point and invite the target to participate with our message (brand, product, community, etc.) Target audience: Women, 25-49 who make time for physical activity (run, gym, walk, yoga, Pilates, bike, etc), seek mental wellness, live a healthy lifestyle and are invested in family and friends She seeks to achieve balance in all aspects of her life Goals: Primary: Brand / product awareness Secondary: Engagement with the brand, off and on site July 19, 2011 @adnetik 4
5. Client Education First time using real-time bidding technology History with ad networks (behavioral, contextual and site retargeting) Tested Adnetik against ad network Privacy concerns “Do not track” list Evidon Advertising Option Icon Brand safe content Adnetik safety rating scale July 19, 2011 @adnetik 5
6. Creative Showcase Tested mix of product and brand banners across Adnetik and optimized accordingly 6
14. Points of Optimization Click predict algorithm Automatically shifts media weight to best-performing media, considering up to 20 characteristics e.g. Domain/URL, time, geo, creative message, size, exchange Site retargeting Adjusting bids and weight based on how recently user has visited site Contextual Shifting budget toward contextual categories showing best performance e.g. Fitness vs. healthy eating or women’s content Top Exchanges Analyze which exchanges are doing best for which tactic e.g. AdEx performs best on 1-day retargeting July 19, 2011 @adnetik 12
15. Analysis and Optimization: Day 10 Analysis: Top lines by CTR: 1-hour site retargeting 1-day site retargeting Click predict Top lines by conversion rate: Google female contextual targeting Site retargeting Action: Shift budget into 1-hour and 1-day site retargeting; adjust bid to win more aggressively Heavy up on click predict, especially on OpenX and AdMeld Top Exchanges by CTR Top Exchanges by Conversion Rate July 19, 2011 @adnetik 13
16. As Click Predict learned and optimized over the course of the campaign, click volume trended upward Click Predict Placements Over Time July 19, 2011 @adnetik 14
17. Click Predict was able to locate and optimize rectangle on Total Beauty, sold on the Admeld exchange 728x90, CTR of 0.32% Click Predict Optimization Example July 19, 2011 @adnetik 15
18. Results Top performer for Wellness campaign Key impression and click driver driving brand awareness CTR nearly 2x higher than ad network Highest yield and conversion rate to page view and online sale Click predictor and retargeting placements performed strongest in terms of CTR Overall user experience Easy implementation Turn-key optimization Quick and friendly customer service July 19, 2011 @adnetik 16
When we say data, it’s a fairly broad term. To identify the user that we want to bid on it can be based on custom client data, site data, or third party data.Some of the more simple ways in which data can be used in the exchange space are things such a Day/Time, Content Verticals, and even the language of the site. Many of these items can be set as parameters in the exchanges, but they can also be acquired through third party data providers such a some listed on this slide.More complex ways that data can be used is by tagging the client or advertisers site. This allows for site retargeting. Depending on the technology you have or the vendor you are working with, behavioral and look-a-like models can be created.Search retargeting is also a effective method. Identifying users that have searched on specific terms that are relevant to your campaign is a great data point to inform the bidder to serve an ad via the exchangesIn the end, no mater what type the data is, it is used to make informed decisions when bidding on the exchanges. The combinations of data that are
When we say data, it’s a fairly broad term. To identify the user that we want to bid on it can be based on custom client data, site data, or third party data.Some of the more simple ways in which data can be used in the exchange space are things such a Day/Time, Content Verticals, and even the language of the site. Many of these items can be set as parameters in the exchanges, but they can also be acquired through third party data providers such a some listed on this slide.More complex ways that data can be used is by tagging the client or advertisers site. This allows for site retargeting. Depending on the technology you have or the vendor you are working with, behavioral and look-a-like models can be created.Search retargeting is also a effective method. Identifying users that have searched on specific terms that are relevant to your campaign is a great data point to inform the bidder to serve an ad via the exchangesIn the end, no mater what type the data is, it is used to make informed decisions when bidding on the exchanges. The combinations of data that are
When we say data, it’s a fairly broad term. To identify the user that we want to bid on it can be based on custom client data, site data, or third party data.Some of the more simple ways in which data can be used in the exchange space are things such a Day/Time, Content Verticals, and even the language of the site. Many of these items can be set as parameters in the exchanges, but they can also be acquired through third party data providers such a some listed on this slide.More complex ways that data can be used is by tagging the client or advertisers site. This allows for site retargeting. Depending on the technology you have or the vendor you are working with, behavioral and look-a-like models can be created.Search retargeting is also a effective method. Identifying users that have searched on specific terms that are relevant to your campaign is a great data point to inform the bidder to serve an ad via the exchangesIn the end, no mater what type the data is, it is used to make informed decisions when bidding on the exchanges. The combinations of data that are
