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Alenty
Leader in ad-viewability measurement
Who is Alenty ?
French company, Paris based, leader in ad visibility
measurement and optimisation
…since 2008
…in France, UK, Germany and the USA
…we measure Billions of impressions
…in most markets
…we focus solely on visibility
2
Why viewability?
This is not a specialist subject anymore: standardisation
is coming from the US (1s, 50% of surface): Viewed CPM
will replace CPM…
Viewability will become a currency if almost 100% of the
inventory is measured
To tackle the inefficiency of the media (30% of the
inventory of campaigns is not seen at all)
…and therefore makes this media as attractive as TV in
order to shift branding advertising budgets…
…and/or optimize conversion for direct response
campaign
3
Why choose Alenty ?
The most advanced technology with a measurement
rate (success rate) above 90%
• All browsers
• All OS
• All Formats
• All adserver/DSP (generic Javascript)
• All type of Iframes: solutions for IE, Firefox and
Chrome
MRC certification process (end Q2 2013)
4
5
A generic Javascript
(census measurement)
Buying efficiencies
Trading Desks
Bid for efficient impressions
on Ad Exchanges
What for ?
6
V.CPM
negociation & control
V.CPM
optimization
Premium pack
positioning
Some key figures
How many impressions are seen ?
8
Viewable impressions
50% surface during 1s or more
Viewability ratio
Premium: 75%
Ad-exchange: 50%
Trading desk Media agency
Media buyingRTB: Audience buying
9Confidential - Copyright 2011
A 2 in 1 solution for media buying and RTB
Alenty – Appnexus App
Campaign viewability optimization
11
An actionable solution to boost viewability
up to 50%
Simple set-up
Simple reporting
Actionable data
12
An easy set up
13
Simple & readable reporting by
creative/domain updated daily
14
Actionable data: export to black lists…
15
Viewability optimization
Export to black list at placement level
Just copy & paste in Appenexus black lists
placements with poor viewability ratio
End of Q2 2013, this manual process
will be completely automitized
16
Check campaign viewability trend
17
Alenty agregated prebid
vs syndicated URL Prebid
Alenty : Proprietary “agregated” prebid at placement level
• Same efficiency around 5 x cheaper (no server costs)
• Your data belong to you and only to you
• Automatic Prebid black lists based on your previous campaigns
• Feasible on Appnexus today. Turn? Mediamath?Invite
Syndicated URL prebid
• Might be more accurate (no evidence yet)
• Based on the others measurement
• Big clients contribute to smaller ones
• Nobody is incentived to measure
• Harder to renew the data
• High price due to high server costs
Alenty Appnexus App
To go beyond Viewability…
Branding campaigns: duration is key…
19
Source: Temporis Digital (Canal Plus, Mediamento, Alenty)
Ad not seen Ad seen a few seconds Ad seen more than 10
seconds
“If you do not see the message you will never remember it !”
Recall score uplift
Source: Temporis digital
...and the message needs to be « efficiently »
repeated several times
Effective frequency
Recall score
Best recall score obtained with a 4- impression repetition
20Confidential - Copyright 2011
Source: Temporis digital
Ad-ViPer for Infectious Media – November 2012 21Extract from Infectious Media RTB Insight Report Summer 2012
« Efficient » frequency has also an impact on
direct response campaign !
You can therefore take into account
ad-exposure duration…
How many impressions are seen efficiently ?
23
Efficient impressions
75% surface during 10s or more
Efficiency ratio
Premium: 40%
Ad-exchange: <30%
24
Just set up a new threshold
to take into account ad exposure duration
If your message last 10 s…. It will be more efficient if actually seen 10 s !
…And also improve viewable/efficient
frequency
26
Set up a call to a segment to dynamically pilot
efficient/viewable frequency
Segment can be created based
on viewability and or « efficiency » to boost viewable or efficient frequency
27
A flexible & global solution
to boost campaigns performance
Adpace
Optimization
Contacts
frequency optimization
Today:
<50% impressions seen
<10% contacts ideally repeated (3+)
Inventory cleanup:
Boost Viewable impressions
Pilot V-CPM
Exposed contacts:
Reduce Fraud (Robot exclusion)
Boost viewable frequency
Maximized impact:
Branding,
Conversions, clicks…
Boost frequency of efficient impressions,
Campaign optimization
Boost efficient impressions
Pilot Eff-CPM
Main Contacts
UK country manager
Eric Merceron
Phone : +44 07892 877 051
Mail : Eric.merceron@alenty.com
COO
Frank Durousset
Phone : +33 6 76 80 37 69
Mail : fdurousset@alenty.com
North America Manager
André Talliercio
Phone: 1-646-504-9414:
Mail andre.talliercio@alenty.com
CEO
Laurent Nicolas
Phone : +33 1 77 37 27 65
Mail : Laurent.nicolas@alenty.com
28
Germany country manager
Milan Dolinar
Phone : ++49 176 633 10582
Mail : milan.dolinar@alenty.com
Web : www.alenty.com
Ad Ops Director
Kevin Arnoult
Phone : +33 1 42 00 94 86
Mail : Kevin.arnoult@alenty.com

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Alenty appnexus app

  • 2. Who is Alenty ? French company, Paris based, leader in ad visibility measurement and optimisation …since 2008 …in France, UK, Germany and the USA …we measure Billions of impressions …in most markets …we focus solely on visibility 2
  • 3. Why viewability? This is not a specialist subject anymore: standardisation is coming from the US (1s, 50% of surface): Viewed CPM will replace CPM… Viewability will become a currency if almost 100% of the inventory is measured To tackle the inefficiency of the media (30% of the inventory of campaigns is not seen at all) …and therefore makes this media as attractive as TV in order to shift branding advertising budgets… …and/or optimize conversion for direct response campaign 3
  • 4. Why choose Alenty ? The most advanced technology with a measurement rate (success rate) above 90% • All browsers • All OS • All Formats • All adserver/DSP (generic Javascript) • All type of Iframes: solutions for IE, Firefox and Chrome MRC certification process (end Q2 2013) 4
  • 6. Buying efficiencies Trading Desks Bid for efficient impressions on Ad Exchanges What for ? 6 V.CPM negociation & control V.CPM optimization Premium pack positioning
  • 8. How many impressions are seen ? 8 Viewable impressions 50% surface during 1s or more Viewability ratio Premium: 75% Ad-exchange: 50%
  • 9. Trading desk Media agency Media buyingRTB: Audience buying 9Confidential - Copyright 2011 A 2 in 1 solution for media buying and RTB
  • 10. Alenty – Appnexus App Campaign viewability optimization
  • 11. 11 An actionable solution to boost viewability up to 50% Simple set-up Simple reporting Actionable data
  • 13. 13 Simple & readable reporting by creative/domain updated daily
  • 14. 14 Actionable data: export to black lists…
  • 15. 15 Viewability optimization Export to black list at placement level Just copy & paste in Appenexus black lists placements with poor viewability ratio End of Q2 2013, this manual process will be completely automitized
  • 17. 17 Alenty agregated prebid vs syndicated URL Prebid Alenty : Proprietary “agregated” prebid at placement level • Same efficiency around 5 x cheaper (no server costs) • Your data belong to you and only to you • Automatic Prebid black lists based on your previous campaigns • Feasible on Appnexus today. Turn? Mediamath?Invite Syndicated URL prebid • Might be more accurate (no evidence yet) • Based on the others measurement • Big clients contribute to smaller ones • Nobody is incentived to measure • Harder to renew the data • High price due to high server costs
  • 18. Alenty Appnexus App To go beyond Viewability…
  • 19. Branding campaigns: duration is key… 19 Source: Temporis Digital (Canal Plus, Mediamento, Alenty) Ad not seen Ad seen a few seconds Ad seen more than 10 seconds “If you do not see the message you will never remember it !” Recall score uplift Source: Temporis digital
  • 20. ...and the message needs to be « efficiently » repeated several times Effective frequency Recall score Best recall score obtained with a 4- impression repetition 20Confidential - Copyright 2011 Source: Temporis digital
  • 21. Ad-ViPer for Infectious Media – November 2012 21Extract from Infectious Media RTB Insight Report Summer 2012 « Efficient » frequency has also an impact on direct response campaign !
  • 22. You can therefore take into account ad-exposure duration…
  • 23. How many impressions are seen efficiently ? 23 Efficient impressions 75% surface during 10s or more Efficiency ratio Premium: 40% Ad-exchange: <30%
  • 24. 24 Just set up a new threshold to take into account ad exposure duration If your message last 10 s…. It will be more efficient if actually seen 10 s !
  • 25. …And also improve viewable/efficient frequency
  • 26. 26 Set up a call to a segment to dynamically pilot efficient/viewable frequency Segment can be created based on viewability and or « efficiency » to boost viewable or efficient frequency
  • 27. 27 A flexible & global solution to boost campaigns performance Adpace Optimization Contacts frequency optimization Today: <50% impressions seen <10% contacts ideally repeated (3+) Inventory cleanup: Boost Viewable impressions Pilot V-CPM Exposed contacts: Reduce Fraud (Robot exclusion) Boost viewable frequency Maximized impact: Branding, Conversions, clicks… Boost frequency of efficient impressions, Campaign optimization Boost efficient impressions Pilot Eff-CPM
  • 28. Main Contacts UK country manager Eric Merceron Phone : +44 07892 877 051 Mail : Eric.merceron@alenty.com COO Frank Durousset Phone : +33 6 76 80 37 69 Mail : fdurousset@alenty.com North America Manager André Talliercio Phone: 1-646-504-9414: Mail andre.talliercio@alenty.com CEO Laurent Nicolas Phone : +33 1 77 37 27 65 Mail : Laurent.nicolas@alenty.com 28 Germany country manager Milan Dolinar Phone : ++49 176 633 10582 Mail : milan.dolinar@alenty.com Web : www.alenty.com Ad Ops Director Kevin Arnoult Phone : +33 1 42 00 94 86 Mail : Kevin.arnoult@alenty.com