SlideShare uma empresa Scribd logo
1 de 26
Baixar para ler offline
Evolution of Display Advertising – From GIF to RTB



Chandrakanth B N
Co-founder & Managing Director
Theorem India
                                                      30-Nov-2012
Agenda




■ Relevance of Display in the era of search, social and

mobile?


■ Evolution of Display Advertising


■ Trends globally
Why is display advertising so effective?

 People are naturally drawn to images

People respond positively to visual things

Generate actions that go beyond clicks

Mere exposure effect - subconscious multi-tasking

Repeated exposures = familiarity = one of the goals of advertising


Better value option than other media
Role of Display in Purchase funnel




Source: Eyeblaster: “Search & Display: Reach Beyond the Keyword”
US Interactive Marketing Spend - Forecast
Display advertising campaign life cycle




 Media     Media    Creative   Creative   Traffic/                      Retarget/
                                                     Report   Analyze     New
Planning   Buying   Strategy    Build     Deploy
                                                                        Campaign
The Display Ad serving Value Chain


          Pre - Order                         Order Management                            Billing & Finance

Buyer Side
                           Advertisers Ad Serving ASP Tool (DFA, ATLAS, MediaPlex etc.)

    Media            Creative
  Planning &        Generation         Trafficking   Ad Delivery    Reporting       Optimization      Invoicing
    Buying

  Content                                            Integrated                                     Partnership
  Curation                                            Platform                                        Review
                    Inventory
   Proposal                            Trafficking   Ad Delivery    Reporting       Optimization
                   Management                                                                         Invoicing
  Generation



                        Publishers Trafficking ASP Tool (DFP, OAS, ADTECH, Yahoo APT etc.)
Seller Side
1994: Origin of banner ads




 AT&T’s “You Will” campaign ran on HotWired in October 1994. It was among the first
 web ads.
Standard Banners


                                      Leaderboard



                                        Full Banner

                                      Wide Skyscraper

 Skyscraper




                   Medium Rectangle
1996: Beginnings of rich media




 HP’s Shockwave “Pong” banner; first rich media ad (you could play Pong in the
 banner). Created by San Francisco-based agency RedSky Interactive in 1996.
Rich Media
Video Ads




•   Pre-roll   •   Post-roll
•   Mid-roll   •   Overlays
Future of Video


 There is a steep rise in professional
 video content coming online

 High-definition, full-screen video is
 becoming commonplace on the Web

 Improved players—most notably
 Flash and Microsoft’s Silverlight

 At a 46.5% growth rate, digital video
 ad spending will continue to post the
 strongest gains

 Increasing sales of more expensive and more effective preroll ads on YouTube

 70% of people are now engaging with video content outside of the traditional TV set
US Interactive Display Media - Forecast
Early days of ad serving




Source: Online Advertising Business 101 by Ian Thomas
Enter the publisher ad server




Source: Online Advertising Business 101 by Ian Thomas
Enter the advertiser (third-party) ad server




Source: Online Advertising Business 101 by Ian Thomas
Content Delivery Network (CDN)




Source: Online Advertising Business 101 by Ian Thomas
The Evolution of Display Media Buying

    Direct from      Ad           Ad
                                            DSPs
    Publishers    Networks     Exchanges
                                           2009
     1996          1998         2005
Real-time bidding (RTB)

            Real-time bidding (RTB) is a relatively new advertising technology that
  Today     allows online advertising to be purchased and served on the fly.
            Is it Display’s answer to search?
Real-Time Bidding: How it Works?


             Sites place an exchange                                             User types in a URL
        1    tag on their pages with                                    2        and browser renders
             available inventory                                                 webpage
                        Site 1                   Site 2                     Site 3




     Winning bidder’s                                                                        Exchange federates
 6   creative is served to the                                                           3   bid request to all
     user. Bidder pays .01                                                                   bidders for an auction
     more than 2nd place

                                       Exchange
             Exchange evaluates                                                        Bidders evaluate request (hold
        5    all bid responses and                                            4        auction among their advertisers)
             selects winning bid                                                       and send bid responses to the
                                                                                       exchange, including bid price and
                                                                                       creative
                     Bidder            Bidder             Bidder              Bidder


                              Bidder            Bidder             Bidder
Why RTB?




• Winning formula of right user, right placement at the right time

• Greater actionable insights at impression level

• Extensive reach, performance and scale with full transparency

• High level of control to optimize campaign performance.

• Enhanced ROI for advertiser

• Relevant ad experience for the user

• Revenue Maximization for Publisher
Evolution of Media planning and buying



                                   AD EXCHANGE




                                                            PUBLISHER


             ATD        DSP                      SSP
                                                 34343434
ADVERTISER   67676767   34343434
                                                 34343434
             67676767   34343434
 / AGENCY       6




                                   AD NETWORK
Evolution of Display Advertising – From GIF to RTB
Trends globally and in India


  Strong growth for video and rich media is apparent

  RTB to get more sophisticated and greater adoption

  Currently this eco system is very fragmented
  and too many players

  More consolidation possible as the space is very cluttered

  India in its early stage of adoption and as the digital
  marketing eco system evolves we may see more players in the DSP and RTB
  next year

  Higher scale of transaction and better audience data will drive RTB adoption in
  India
www.theoreminc.net

chandra@theoreminc.net

Mais conteúdo relacionado

Mais procurados

Super Users & Customer Lifetime Value
Super Users & Customer Lifetime ValueSuper Users & Customer Lifetime Value
Super Users & Customer Lifetime ValueKaren Dworaczyk
 
Digital Strategy For SoCal Real Estate Conglomerate
Digital Strategy For SoCal Real Estate ConglomerateDigital Strategy For SoCal Real Estate Conglomerate
Digital Strategy For SoCal Real Estate ConglomerateGene Scholes
 
Optimizing Budget Constrained Spend in Search Advertising
Optimizing Budget Constrained Spend in Search AdvertisingOptimizing Budget Constrained Spend in Search Advertising
Optimizing Budget Constrained Spend in Search AdvertisingSunny Kr
 
Banners broker
Banners brokerBanners broker
Banners brokeradrian49
 
Digital and programmatic advertising glossary
Digital and programmatic advertising glossaryDigital and programmatic advertising glossary
Digital and programmatic advertising glossaryLucio Ribeiro
 
The Case For Viewable Impressions
The Case For Viewable ImpressionsThe Case For Viewable Impressions
The Case For Viewable ImpressionsPeter Naylor
 
SMX West 2013 Presentation - Retargeting Best Practices
SMX West 2013 Presentation - Retargeting Best PracticesSMX West 2013 Presentation - Retargeting Best Practices
SMX West 2013 Presentation - Retargeting Best PracticesLijo Joseph
 
New media happens so fast. How do you keep up?: Add+Impact powered by Vision ...
New media happens so fast. How do you keep up?: Add+Impact powered by Vision ...New media happens so fast. How do you keep up?: Add+Impact powered by Vision ...
New media happens so fast. How do you keep up?: Add+Impact powered by Vision ...vcuniversity
 
2011.03 Stephan Noller - Moving from Performance Marketing to Branding Optimi...
2011.03 Stephan Noller - Moving from Performance Marketing to Branding Optimi...2011.03 Stephan Noller - Moving from Performance Marketing to Branding Optimi...
2011.03 Stephan Noller - Moving from Performance Marketing to Branding Optimi...ARBOinteractive Polska
 
KliKKi ASX - Predictive behavioral targeting
KliKKi ASX - Predictive behavioral targetingKliKKi ASX - Predictive behavioral targeting
KliKKi ASX - Predictive behavioral targetingKliKKi Group
 
Display deck v7
Display deck v7Display deck v7
Display deck v7Theo V
 

Mais procurados (12)

Super Users & Customer Lifetime Value
Super Users & Customer Lifetime ValueSuper Users & Customer Lifetime Value
Super Users & Customer Lifetime Value
 
Digital Strategy For SoCal Real Estate Conglomerate
Digital Strategy For SoCal Real Estate ConglomerateDigital Strategy For SoCal Real Estate Conglomerate
Digital Strategy For SoCal Real Estate Conglomerate
 
Optimizing Budget Constrained Spend in Search Advertising
Optimizing Budget Constrained Spend in Search AdvertisingOptimizing Budget Constrained Spend in Search Advertising
Optimizing Budget Constrained Spend in Search Advertising
 
Banners broker
Banners brokerBanners broker
Banners broker
 
Digital and programmatic advertising glossary
Digital and programmatic advertising glossaryDigital and programmatic advertising glossary
Digital and programmatic advertising glossary
 
Mobile Analytics
Mobile AnalyticsMobile Analytics
Mobile Analytics
 
The Case For Viewable Impressions
The Case For Viewable ImpressionsThe Case For Viewable Impressions
The Case For Viewable Impressions
 
SMX West 2013 Presentation - Retargeting Best Practices
SMX West 2013 Presentation - Retargeting Best PracticesSMX West 2013 Presentation - Retargeting Best Practices
SMX West 2013 Presentation - Retargeting Best Practices
 
New media happens so fast. How do you keep up?: Add+Impact powered by Vision ...
New media happens so fast. How do you keep up?: Add+Impact powered by Vision ...New media happens so fast. How do you keep up?: Add+Impact powered by Vision ...
New media happens so fast. How do you keep up?: Add+Impact powered by Vision ...
 
2011.03 Stephan Noller - Moving from Performance Marketing to Branding Optimi...
2011.03 Stephan Noller - Moving from Performance Marketing to Branding Optimi...2011.03 Stephan Noller - Moving from Performance Marketing to Branding Optimi...
2011.03 Stephan Noller - Moving from Performance Marketing to Branding Optimi...
 
KliKKi ASX - Predictive behavioral targeting
KliKKi ASX - Predictive behavioral targetingKliKKi ASX - Predictive behavioral targeting
KliKKi ASX - Predictive behavioral targeting
 
Display deck v7
Display deck v7Display deck v7
Display deck v7
 

Semelhante a Evolution of Display Advertising – From GIF to RTB

Invite media playbook
Invite media playbookInvite media playbook
Invite media playbookAdCMO
 
Digital marketing strategy playbook
Digital marketing strategy playbookDigital marketing strategy playbook
Digital marketing strategy playbookAdCMO
 
Invite media playbook report
Invite media playbook reportInvite media playbook report
Invite media playbook reportAdCMO
 
Programmatic as a means to meeting your marketing goals by Darragh Daunt - In...
Programmatic as a means to meeting your marketing goals by Darragh Daunt - In...Programmatic as a means to meeting your marketing goals by Darragh Daunt - In...
Programmatic as a means to meeting your marketing goals by Darragh Daunt - In...Incisive Create
 
Programmatic advertising - overview
Programmatic advertising - overviewProgrammatic advertising - overview
Programmatic advertising - overviewJim Murray Jones
 
Ad technology101 v8
Ad technology101 v8Ad technology101 v8
Ad technology101 v8Satish Mehta
 
FQ Mobile Asia Congress - App Bytes 2011 - Session Speech & Panel
FQ Mobile Asia Congress - App Bytes 2011 - Session Speech & PanelFQ Mobile Asia Congress - App Bytes 2011 - Session Speech & Panel
FQ Mobile Asia Congress - App Bytes 2011 - Session Speech & PanelFabriQate
 
Intro to Programmatic Advertising with Matt Prohaska from Prohaska Consulting
Intro to Programmatic Advertising with Matt Prohaska from Prohaska ConsultingIntro to Programmatic Advertising with Matt Prohaska from Prohaska Consulting
Intro to Programmatic Advertising with Matt Prohaska from Prohaska ConsultingStukent Inc.
 
Header Bidding Overview (Thomvest Research)
Header Bidding Overview (Thomvest Research)Header Bidding Overview (Thomvest Research)
Header Bidding Overview (Thomvest Research)Thomvest Ventures
 
CIKM 2013 Tutorial: Real-time Bidding: A New Frontier of Computational Advert...
CIKM 2013 Tutorial: Real-time Bidding: A New Frontier of Computational Advert...CIKM 2013 Tutorial: Real-time Bidding: A New Frontier of Computational Advert...
CIKM 2013 Tutorial: Real-time Bidding: A New Frontier of Computational Advert...Shuai Yuan
 
Ad Ready Display Ad Ecosystem
Ad Ready Display Ad EcosystemAd Ready Display Ad Ecosystem
Ad Ready Display Ad EcosystemJonah-Kai Hancock
 
5 Essentials to Get More Downloads for Your Mobile App
5 Essentials to Get More Downloads for Your Mobile App5 Essentials to Get More Downloads for Your Mobile App
5 Essentials to Get More Downloads for Your Mobile AppInMobi
 
programmatic advertising.ppt
programmatic advertising.pptprogrammatic advertising.ppt
programmatic advertising.pptRaviKumar695380
 
1. Google Display Presentation - Search University 3
1. Google Display Presentation - Search University 31. Google Display Presentation - Search University 3
1. Google Display Presentation - Search University 3Semetis
 

Semelhante a Evolution of Display Advertising – From GIF to RTB (20)

Invite media playbook
Invite media playbookInvite media playbook
Invite media playbook
 
Digital marketing strategy playbook
Digital marketing strategy playbookDigital marketing strategy playbook
Digital marketing strategy playbook
 
Invite media playbook report
Invite media playbook reportInvite media playbook report
Invite media playbook report
 
Programmatic as a means to meeting your marketing goals by Darragh Daunt - In...
Programmatic as a means to meeting your marketing goals by Darragh Daunt - In...Programmatic as a means to meeting your marketing goals by Darragh Daunt - In...
Programmatic as a means to meeting your marketing goals by Darragh Daunt - In...
 
Programmatic advertising - overview
Programmatic advertising - overviewProgrammatic advertising - overview
Programmatic advertising - overview
 
Ad technology101 v8
Ad technology101 v8Ad technology101 v8
Ad technology101 v8
 
FQ Mobile Asia Congress - App Bytes 2011 - Session Speech & Panel
FQ Mobile Asia Congress - App Bytes 2011 - Session Speech & PanelFQ Mobile Asia Congress - App Bytes 2011 - Session Speech & Panel
FQ Mobile Asia Congress - App Bytes 2011 - Session Speech & Panel
 
Intro to Programmatic Advertising with Matt Prohaska from Prohaska Consulting
Intro to Programmatic Advertising with Matt Prohaska from Prohaska ConsultingIntro to Programmatic Advertising with Matt Prohaska from Prohaska Consulting
Intro to Programmatic Advertising with Matt Prohaska from Prohaska Consulting
 
Header Bidding Overview (Thomvest Research)
Header Bidding Overview (Thomvest Research)Header Bidding Overview (Thomvest Research)
Header Bidding Overview (Thomvest Research)
 
Ad networks for Russia and Ukraine
Ad networks for Russia and UkraineAd networks for Russia and Ukraine
Ad networks for Russia and Ukraine
 
CIKM 2013 Tutorial: Real-time Bidding: A New Frontier of Computational Advert...
CIKM 2013 Tutorial: Real-time Bidding: A New Frontier of Computational Advert...CIKM 2013 Tutorial: Real-time Bidding: A New Frontier of Computational Advert...
CIKM 2013 Tutorial: Real-time Bidding: A New Frontier of Computational Advert...
 
Ad Ready Display Ad Ecosystem
Ad Ready Display Ad EcosystemAd Ready Display Ad Ecosystem
Ad Ready Display Ad Ecosystem
 
5 Essentials to Get More Downloads for Your Mobile App
5 Essentials to Get More Downloads for Your Mobile App5 Essentials to Get More Downloads for Your Mobile App
5 Essentials to Get More Downloads for Your Mobile App
 
Site Direct, Video & Social
Site Direct, Video & SocialSite Direct, Video & Social
Site Direct, Video & Social
 
Search + Display Ama
Search + Display    AmaSearch + Display    Ama
Search + Display Ama
 
WPP Open
WPP Open WPP Open
WPP Open
 
whitepaper
whitepaperwhitepaper
whitepaper
 
programmatic advertising.ppt
programmatic advertising.pptprogrammatic advertising.ppt
programmatic advertising.ppt
 
1. Google Display Presentation - Search University 3
1. Google Display Presentation - Search University 31. Google Display Presentation - Search University 3
1. Google Display Presentation - Search University 3
 
Ad operations
Ad operations Ad operations
Ad operations
 

Mais de Ezhil Raja

B2B Public Relations
B2B Public RelationsB2B Public Relations
B2B Public RelationsEzhil Raja
 
The Art of Domaining
The Art of DomainingThe Art of Domaining
The Art of DomainingEzhil Raja
 
Social Media beyond marketing
Social Media beyond marketingSocial Media beyond marketing
Social Media beyond marketingEzhil Raja
 
Digital Trends - 2013 and beyond
Digital Trends - 2013 and beyondDigital Trends - 2013 and beyond
Digital Trends - 2013 and beyondEzhil Raja
 
Mantra's of E-business Success
Mantra's of E-business SuccessMantra's of E-business Success
Mantra's of E-business SuccessEzhil Raja
 
Google Adwods Retargeting
Google Adwods RetargetingGoogle Adwods Retargeting
Google Adwods RetargetingEzhil Raja
 
Click Advertising - Future Tense?
Click Advertising - Future Tense?Click Advertising - Future Tense?
Click Advertising - Future Tense?Ezhil Raja
 

Mais de Ezhil Raja (8)

B2B Public Relations
B2B Public RelationsB2B Public Relations
B2B Public Relations
 
The Art of Domaining
The Art of DomainingThe Art of Domaining
The Art of Domaining
 
Social Media beyond marketing
Social Media beyond marketingSocial Media beyond marketing
Social Media beyond marketing
 
Digital Trends - 2013 and beyond
Digital Trends - 2013 and beyondDigital Trends - 2013 and beyond
Digital Trends - 2013 and beyond
 
SoLoMo v 1.0
SoLoMo v 1.0SoLoMo v 1.0
SoLoMo v 1.0
 
Mantra's of E-business Success
Mantra's of E-business SuccessMantra's of E-business Success
Mantra's of E-business Success
 
Google Adwods Retargeting
Google Adwods RetargetingGoogle Adwods Retargeting
Google Adwods Retargeting
 
Click Advertising - Future Tense?
Click Advertising - Future Tense?Click Advertising - Future Tense?
Click Advertising - Future Tense?
 

Evolution of Display Advertising – From GIF to RTB

  • 1. Evolution of Display Advertising – From GIF to RTB Chandrakanth B N Co-founder & Managing Director Theorem India 30-Nov-2012
  • 2. Agenda ■ Relevance of Display in the era of search, social and mobile? ■ Evolution of Display Advertising ■ Trends globally
  • 3. Why is display advertising so effective? People are naturally drawn to images People respond positively to visual things Generate actions that go beyond clicks Mere exposure effect - subconscious multi-tasking Repeated exposures = familiarity = one of the goals of advertising Better value option than other media
  • 4. Role of Display in Purchase funnel Source: Eyeblaster: “Search & Display: Reach Beyond the Keyword”
  • 5. US Interactive Marketing Spend - Forecast
  • 6. Display advertising campaign life cycle Media Media Creative Creative Traffic/ Retarget/ Report Analyze New Planning Buying Strategy Build Deploy Campaign
  • 7. The Display Ad serving Value Chain Pre - Order Order Management Billing & Finance Buyer Side Advertisers Ad Serving ASP Tool (DFA, ATLAS, MediaPlex etc.) Media Creative Planning & Generation Trafficking Ad Delivery Reporting Optimization Invoicing Buying Content Integrated Partnership Curation Platform Review Inventory Proposal Trafficking Ad Delivery Reporting Optimization Management Invoicing Generation Publishers Trafficking ASP Tool (DFP, OAS, ADTECH, Yahoo APT etc.) Seller Side
  • 8. 1994: Origin of banner ads AT&T’s “You Will” campaign ran on HotWired in October 1994. It was among the first web ads.
  • 9. Standard Banners Leaderboard Full Banner Wide Skyscraper Skyscraper Medium Rectangle
  • 10. 1996: Beginnings of rich media HP’s Shockwave “Pong” banner; first rich media ad (you could play Pong in the banner). Created by San Francisco-based agency RedSky Interactive in 1996.
  • 12. Video Ads • Pre-roll • Post-roll • Mid-roll • Overlays
  • 13. Future of Video There is a steep rise in professional video content coming online High-definition, full-screen video is becoming commonplace on the Web Improved players—most notably Flash and Microsoft’s Silverlight At a 46.5% growth rate, digital video ad spending will continue to post the strongest gains Increasing sales of more expensive and more effective preroll ads on YouTube 70% of people are now engaging with video content outside of the traditional TV set
  • 14. US Interactive Display Media - Forecast
  • 15. Early days of ad serving Source: Online Advertising Business 101 by Ian Thomas
  • 16. Enter the publisher ad server Source: Online Advertising Business 101 by Ian Thomas
  • 17. Enter the advertiser (third-party) ad server Source: Online Advertising Business 101 by Ian Thomas
  • 18. Content Delivery Network (CDN) Source: Online Advertising Business 101 by Ian Thomas
  • 19. The Evolution of Display Media Buying Direct from Ad Ad DSPs Publishers Networks Exchanges 2009 1996 1998 2005
  • 20. Real-time bidding (RTB) Real-time bidding (RTB) is a relatively new advertising technology that Today allows online advertising to be purchased and served on the fly. Is it Display’s answer to search?
  • 21. Real-Time Bidding: How it Works? Sites place an exchange User types in a URL 1 tag on their pages with 2 and browser renders available inventory webpage Site 1 Site 2 Site 3 Winning bidder’s Exchange federates 6 creative is served to the 3 bid request to all user. Bidder pays .01 bidders for an auction more than 2nd place Exchange Exchange evaluates Bidders evaluate request (hold 5 all bid responses and 4 auction among their advertisers) selects winning bid and send bid responses to the exchange, including bid price and creative Bidder Bidder Bidder Bidder Bidder Bidder Bidder
  • 22. Why RTB? • Winning formula of right user, right placement at the right time • Greater actionable insights at impression level • Extensive reach, performance and scale with full transparency • High level of control to optimize campaign performance. • Enhanced ROI for advertiser • Relevant ad experience for the user • Revenue Maximization for Publisher
  • 23. Evolution of Media planning and buying AD EXCHANGE PUBLISHER ATD DSP SSP 34343434 ADVERTISER 67676767 34343434 34343434 67676767 34343434 / AGENCY 6 AD NETWORK
  • 25. Trends globally and in India Strong growth for video and rich media is apparent RTB to get more sophisticated and greater adoption Currently this eco system is very fragmented and too many players More consolidation possible as the space is very cluttered India in its early stage of adoption and as the digital marketing eco system evolves we may see more players in the DSP and RTB next year Higher scale of transaction and better audience data will drive RTB adoption in India