Rtb

Rtb

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  SOLD!SOLD! The 5-Minute Real-Time Bidding (RTB)Primer 225 Bush St., Suite 1150, San Francisco, CA 94104 | 866.497.5505 | www.bizo.com | Follow us on Twitter: @bizo 5 10 15 20 2530 35 40 45 50 55
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  (continued) WHAT IS REAL-TIMEBIDDING? Real-time bidding (RTB) is an innovative way for marketers to reach the specific audience segments they are targeting through an online auction system, one impression at a time. Real-time bidding services give you access to inventory from multiple sources simultaneously. As each impression is delivered, an ad exchange API analyzes the data about the user available through cookie targeting, which may include location, industry, and even job title; it can also determine whether or not the individual has previously visited the company’s site. A real-time bid manager is then used to evaluate the data available for each impression, and automatically places a pre-determined, maximum bid for the impression if it meets your desired criteria. If you are the highest bidder, your ad will be displayed to that prospect. For instance, a retailer specializing in Apple accessories and an electronics manufacturer may both be interested in targeting users who frequently view technology-related blogs. RTB allows these advertisers to locate users who match that target profile and submit a maximum price bid to deliver an impression, with the ad delivered by the highest bidder. WHY USE REAL-TIME BIDDING? Real-time bidding has many benefits for marketers, including: »» Access to more high quality leads By analyzing inventory on a per-impression basis, you have the capability to reach only the high-value prospects you are seeking, rather than purchasing bulk impressions through an ad network or publisher, which delivers impressions to a broader audience that is less likely to fit your company’s ideal consumer demographic. »» Cost-efficiency When using a real-time bidding system, you’ll set a price cap for each impression, as well as a budget for your entire RTB campaign. Often, your ad will be purchased for a lower amount than your maximum rate, depending on your competitors’ bids. This approach delivers higher value than traditional display ad campaigns. In one case study, an advertiser was able to win 52 percent more impressions through RTB advertising than through traditional display.1 BY ANALYZING INVENTORY ON A PER- IMPRESSION BASIS, YOU HAVE THE CAPABILITY TO REACH ONLY THE HIGH- VALUE PROSPECTS YOU ARE SEEKING 1 http://blog.bizo.com/blog/product-development/realtimebidding
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  (continued) »» Opportunities forgreater campaign optimization Real-time bidding can provide you with highly detailed analytics insights about your prospects. You’ll be able to use this data to determine the most effective strategies for reaching specific segments of your target market, and optimize future campaigns to deliver greater results. 4 TIPS FOR OPTIMIZING RTB CAMPAIGNS EFFECTIVELY When managing an RTB campaign, carefully consider your target parameters for each campaign. A number of targeting options are available: 1 Targeting users who have previously visited your site or clicked on your ad This practice, also known as ad retargeting, is a simple way to recapture prospects who have already entered your marketing funnel and are more likely to make a purchase. 2 Targeting multiple data types Many real-time bidding platforms allow marketers to set parameters according to a wide range of variables, including location (city, state, country), type of ad slot, site URL or vertical, and more. The more specific you make your criteria, the fewer impressions you will serve, but the more relevant your campaign will be. 3 Targeting multiple weighted parameters In addition to targeting multiple segments, you can weigh your CPM bid according to the value of each data point to your company: For instance, if you’re promoting a B2B web service for CFOs, you might offer one CPM value for general business targets, and a higher CPM for those whom you can determine are in finance- related positions. Weighting your parameters will help to ensure that you are able to make the bulk inventory purchases you want, while maintaining the relevance of all of your prospects. 4 Working with a premium RTB platform As RTB grows in popularity, it is becoming more difficult to verify the quality of each ad exchange and its audience. In order to reach a sophisticated B2B audience, consider investing your marketing spend on a premium RTB platform geared for your target market. The differences are substantial: Bizo’s Business Audience Exchange delivered 33% more quality leads than its general competitors, and the cost per lead was 67% lower than on other platforms.2 2 http://blog.bizo.com/blog/product-development/realtimebidding
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  THE FUTURE OFREAL-TIME BIDDING Real-time bidding first came into prominence in 2009, and has rapidly gained market share since that time: The percent of available RTB ad inventory sold through Google’s DoubleClick Ad Exchange jumped from 8 percent in January 2010 to 68 percent in May 20113, and real-time bidding now accounts for between 30 and 40 percent of all online ad spends.4 Marketers are choosing to deliver ad impressions through real-time bidding due in large part to the platform’s nearly unlimited customization options and the valuable data insights that the platform offers. RTB’s rapid growth shows no signs of slowing down: Forrester Consulting estimates that the market will grow from $190 million in 2011 to $387 million in 2013. While RTB advertising should not replace traditional display advertising, it can serve as a powerful supplement to your existing ad campaign. HOW TO GET STARTED Although it’s possible to directly access ad exchanges via online platforms known as demand-side platforms and trading desks, this is not an ideal method for most marketers to optimize their online advertising campaigns. There is a high level of complexity involved in managing real-time bids, and marketers who lack this specific expertise may not be making the most relevant buys or managing budgets appropriately. In order to optimize your campaign spend, it can be helpful to partner with an organization with specific expertise in the RTB market. Such a partner can help you to target the appropriate prospects, maximize your spends, and ensure that you are getting the most out of the sophisticated possibilities offered by a real-time bidding system. Interested in learning even more? Visit online at www.bizo.com/resources or call 1.866.497.5505 225 Bush St., Suite 1150, San Francisco, CA 94104 | 866.497.5505 | www.bizo.com | Follow us on Twitter: @bizo MARKETERS ARE CHOOSING TO DELIVER AD IMPRESSIONS THROUGH REAL-TIME BIDDING DUE IN LARGE PART TO THE PLATFORM’S NEARLY UNLIMITED CUSTOMIZATION OPTIONS AND THE VALUABLE DATA INSIGHTS THAT THE PLATFORM OFFERS 3 Google, “The Arrival of Real-Time Bidding,” July 2011. 4 http://www.economist.com/node/18651104?story_id=18651104