Tackling New Digital Realities DataXu, Inc. Privileged & Confiden<al

Transcription

1 Tackling New Digital Realities 2011 DataXu, Inc. Privileged & Confiden<al 1

2 The Evolution of Online Media Buying! Direct From Publisher 1996 à Ad Networks 1998 à Ad Exchanges 2005 à Real Time Bidding & Demand Side PlaPorms 2009 à

3 The adoption of DSPs will wreak havoc on existing media-buying economics.! Demystifying The DSP, Forrester, March 2010!!

4 Think Equity Projects The Non-Guaranteed Display Market To Rise From $4.8 Billion in 2009 to $11.4 Billion in 2013! $12.0 Non- Guaranteed Display Spend* $10.0 in Billions $8.0 $6.0 $4.0 $2.0 $ This represents a 22% annual growth rate vs. a 3% annual growth rate for premium display and a 12% annual growth rate for search

5 DSPs and Real Time Bidding Offer Brands Exciting Opportunities in Display!! Brand Lift! + Audience Insights! Audience Discovery! + Audience Insights! Retargeting! + Audience Insights! 2011 DataXu, Inc. Privileged & Confiden<al 5

6 Buying audience segments is only part of the solution! RETARGETING! AUDIENCE BUYING 2010 DataXu, Inc. Privileged & Confiden<al 6

7 Audience buying is expensive and does not scale! AUDIENCE DISCOVERY! RETARGETING! AUDIENCE BUYING 2010 DataXu, Inc. Privileged & Confiden<al 7

8 Audience Discovery and Insights! 2011 DataXu, Inc. Privileged & Confiden<al 8

9 Consumer Engagement by Creative! Value Index by Age vs. Creative Action Value per Impression Indexed to 1! No Fee creative resonates with younger consumers! Mobile creative yields the best response an older age segment with busy lives! 2010 DataXu, Inc. Privileged & Confiden<al 9

10 ` Performance By Interest Category! Affluent, mature, and digitally connected users are most engaged with offer! Brand message is less attractive for entertainment buffs! Consumers Psychographic Profile Rate of Action per Impression Indexed to 1! Top Interest Categories! Affinity Index! Bottom Interest Categories! Affinity Index! Interest > Golf! 1.5x! Entertainment > Music > Urban & Hip-Hop! 0.6x! Shopping > Apparel > Clothing Retailers! 1.5x! Entertainment > Music > Jazz & R&B! 0.6x! Politics > Democrat! 1.5x! Games > Gambling! 0.7x! Online Communities > Blogging Services! 1.4x! Movies > Science Fiction & Fantasy Films! 0.7x! Online Communities > Online Journals! 1.4x! Games > Gambling > Poker! 0.7x! Interest > Personal Finance! 1.4x! Entertainment > Celebrities > Ashton Kutcher! 0.8x! Consumer Electronics! 1.4x! Sports > Combat Sports! 0.8x! 2010 DataXu, Inc. Privileged & Confiden<al 10

11 DX Brand! Leverages the DataXu learning system to target your brand message to users who look similar to those who have responded positively to your brand message via in-banner surveys.! Benefits! Improve brand campaignʼs success (awareness, consideration, & favorability) across massive inventory pools! Automate the process of buying, planning, analyzing, and optimizing brand campaigns! Acquire media at efficient, market based prices across Exchange inventory! 2010 DataXu, Inc. Privileged & Confiden<al 11

12 Ford Case Studies! John Gray, SVP, Team Detroit! 2011 DataXu, Inc. Privileged & Confiden<al 12

13 Data Test Ford Case Study! Unique Reach by Tactic! CPM vs. CPA Comparison for Data Providers vs. DataXu! Data Provider A! Data Provider B! Data Provider C! DataXu! Data Provider A! Data Provider B! Data Provider C! DataXu! CPM! CPA! 2011 DataXu, Inc. Privileged & Confiden<al 13

14 DX Brand & How It Works! Survey Presents ads and surveys simultaneously to consumers across Exchanges! Learns which users respond positively to your creatives and in what context they will be most positively influenced! Adjusts targets continuously to drive brand lift on cost efficient media! Provides consumer analytics to inform future buying decisions! Ad 1 Ad 2 Ad 3 RTB engine 2010 DataXu, Inc. Privileged & Confiden<al Analytics Segment Volume ATR A % B % C % D % E % 14

15 DX Brand Ford Case Study! The campaign introduced a new feature to a Ford flagship brand! Platform identified consumers most likely to be positively impacted by brand message! Consumer Sentiment by Region vs. Creative Size! Exposed * 96% significance Control SenEment shih

16 DX Brand Ford Case Study! Sentiment Shift Index! Platform surveys identified receptive consumers! Rockies and Southwest areas were positive after being exposed to ads! Clearing price Index! Best cost efficiency when those consumers were reached through 160x600 ads! 2010 DataXu, Inc. Privileged & Confiden<al 16

17 DX Brand Ford Case Study! Sentiment Shift Index! Continuous distribution of surveys enable comprehensive mapping of consumer dynamics! It was possible to impact awareness at the beginning and mid week! Clearing price Index! Yet, cost efficiencies were found for Wednesdays and Thursdays!! 2010 DataXu, Inc. Privileged & Confiden<al 17

18 And the results..! The campaign was a success, producing a 15.7% lift* on 28.8M consumers after watermarking period!! * 96% significance 2010 DataXu, Inc. Privileged & Confiden<al 18

19 Thank You and Q&A! 2010 DataXu, Inc. Privileged & Confiden<al 19