Ad Technology From Advertisers Perspective

Transcription

1 Ad Technology From Advertisers Perspective

2 0 Table of Contents Dynalyst 4 CAMP

3 0 Introduction Head of a department, CyberAgent, Inc. Masataka Mouri Background Mr. Mouri began working at CyberAgent, Inc. in 2005 as a newly graduate. At the Internet Advertisement Business Head Office, he contributed to obtaining many new large clients as an Internet Advertisement Account Planner. After being the Manager/Head of Sales Department, he was appointed as Head of Smartphone Division of the Internet Advertisement Business Head Office in His division handles about 800 million/month and he supports the growth of our Company s smartphone advertisement business. Awards Second half of FY 2009, Best Player Award of the Internet Advertisement Business Head Office General Meeting First half of FY 2011 Best Player Award of the Company-Wide General Meeting First half of FY 2012 Best Manager Award of the Head Office General Meeting Publication IT media CyberAgent Style Smart Phone Marketing Event Speech History 2013 Smartphone Promotion Meeting (Host: CyberAgent, Inc.) 2014 Internet Promotion Meeting (Host: CyberAgent, Inc.) 3

4 1 Usage of Ad Technology Usage of Ad Technology

5 1 Usage of Ad Technology There are two usage types of Ad Technology from the advertisers perspectives. 1 Ad Technology to distribute ads. 2 Ad Technology to measure ads. 5

6 1 Usage of Ad Technology 1 Ad Technology to distribute ads. The purpose is to enhance ad effect more than before by using the latest technology. e.g.)efficiently reaching out to prospective customers. e.g.)enhancing action rate (purchasing and member registration), etc. 6

7 2 Example of Proposal Portfolio Example of Proposal Portfolio

8 2 Example of Proposal Portfolio Promotion Site EC Site.com Period October to December 2014 Budget 100 million to 1.5 million/ 3 months Purpose Indicator for Achieving Purpose To maximize circulating money amount Circulating money amount through users who see ads: 300 billion/ 3 months (Comparison from last year, 200%) Issue Shortage of measures for smart devices. 8

9 2 Example of Proposal Portfolio We propose the optimal budget distribution and weekly and monthly ad publication plan for each method. Ad placement Ratio(amount) Advertising plan (weekly)

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11 3 Ad Technology for Distribution Example (1) We analyze user s behavior within a website, determine whether the user is a prospective customer or not in real time, and provide targeted advertisement. Visit, browse Send information regarding the browsed and purchased products. After leaving the website, visit network websites of Dynalyst. Display browsed products or similar products on a dynamic banner. Revisit, purchase 11

12 3 Ad Technology for Distribution Example (1) We compute the data to select recommended products that may lead to purchasing and automatically create and display personalized dynamic creative ad. Dynalyst listing sample Dynalyst listing sample

13 3 Ad Technology for Distribution Example (1) We work in collaboration with multiple distributers (in the process of expansion). Thus, it is possible to conduct dynamic retargeting for the largest distribution inventory in Japan. Major Media distribution Connection Network/SSP Coming Soon Coming Soon Coming Soon etc,

14 4 Ad Technology to Measure Ad Technology to Measure 14

15 4 Ad Technology to Measure 2 Ad technology to measure ads. Our purpose is to understand the advertisement effect more accurately than before by using the latest technology. e.g.)how many viewers of the animated CM on YouTube purchased the product, etc 15

16 4 Ad Technology to Measure Example (1) We categorize the channels to purchase products, and develop reports with ranking of channels. Ranking by channels 順 位 CV 数 CV 割 合 1 位 64 19% 媒 体 A 2 位 43 13% 媒 体 B 媒 体 A 3 位 39 11% 媒 体 B 媒 体 C 媒 体 F 4 位 34 10% 媒 体 D 媒 体 A 5 位 33 10% 媒 体 A 媒 体 E 媒 体 B 媒 体 C 6 位 30 9% 媒 体 C 媒 体 F 媒 体 B CV 7 位 18 5% 媒 体 A 媒 体 D 媒 体 D 媒 体 B 8 位 15 4% 媒 体 B 媒 体 A 媒 体 F 9 位 10 3% 媒 体 D 媒 体 B 10 位 9 3% 媒 体 F 媒 体 E 媒 体 A CV (conversion): Final results that can be obtained on-line such as purchasing products or request for materials.

17 4 Ad Technology to Measure Example (1) Ad channels to lead to purchasing products become clear. Some ads which were not evaluated and were considered inefficient are included in our evaluation.

18 4 Ad Technology to Measure Example (1) We visualize transition probability among ads and propose budget distribution that maximizes CV within a certain budget. Attribution Map IN 1click 1click Sequence using CV distribution model (If advertisement is terminated.) Terminated advertisement Advertisement A 3 Advertisement B 1 Lost CV 1click 25% Advertisement B Advertisement C 1 Advertisement A 100% Advertisement effect has relevance. Advertisement C 100% 75% CV In order to maximize CV, mathematical models that capture the overall relevance of advertisement is needed. 18

19 4 Ad Technology to Measure Example (1) 0.80 CV Search ,000, Retargeting DSP DSP ,389,500 20,100,000 Ameba <Explanation of figures> Integer Number of views 32,310,000 Decimal Proportion where viewers go through the channel to the next media (the viewer reaches the next media) Example of analysis:there is no direct CV from Ameba to your company s site. Therefore, if we just focus on the indicator of last click, we may conclude that the advertisement should be terminated. However, when we visualize the flow, we know that the viewers are passed on to listing and GDM, 50% and 30%, respectively, through Ameba. If we stop ads on Ameba, the clicks from listing and GDM will decrease. Therefore, ads on Ameba should be continued. GDN GDN

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