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Forecasting skaper forutsigbarhet!

Data i forbindelse med online annonsering er ofte referert til som Den Nye Oljen. Data brukes eksempelvis til å få innsikt og overblikk over viktige kundesegmenter. Da kan annonser målrettes og tilpasses til riktig bruker, i riktig kontekst, til riktig tid og mengde.

Forecasting_Past_Future_Present

Hva er Forecasting? For Off-line kanaler, som for eksempel for Avis og Ukepresse baseres forecasting på lesertallsundersøkelser levert av de større analyseinstituttene – om du har “lest eller tittet i” siste 3 måneder. For Online annonsering er Forecasting ideelt sett relatert til sanntidsoppdatert brukerinformasjon – hvem brukerne er og hva de er interessert i. Sistnevnte for å definere konkrete segmenterer som f.eks demografi, familiesammensetning, finansiell innsikt, utdanning, interesser som f.eks bil, underholdning, helse, mat&drikke, hobby, livsstil, reise, politikk og samfunn samt prediksjon av tidligere kjøp av varer og tjenester.

Medieselskaper som har log-in kjenner brukerne sine godt, som f.eks Facebook der mulighetene til å velge sitt ideelle publikum er omfattende. Det er kanskje derfor Facebook leverer godt, og har fornøyde annonsører. Uten log-in er imidlertid slik databearbeing svært vanskelig, spesielt for å oppnå samme grad av detaljering og presisjon!

ThumbAd leverer Cross-device Forecasting! Enkelt forklart gjøres dette ved å kombinere sanntidsdata med historiske data. Kombinasjonen av disse er viktig, fordi selv kun dager gammel data kan være utdatert. Litt vanskeligere forklart gjøres dette via sanntidskoblinger til de største globale aktørene innenfor bl.a Data, Distribusjon og Cross-device. Full effekt, Attribusjon, oppnås ved å kombinere proprietære robuste data-segmenter, med kryss-data fra disse ledende leverandørene i sanntid. De partnerne som leverer best, mest nøyaktig, i forhold til Annonsørene´s KPI´er og definert datasett blir evaluert og valgt i sanntid, hele tiden! Algoritmer kartlegger enkeltbrukere, og det er enkeltbrukeren som er nøkkelen til suksess!

For eksempel kan en kunde du definerer i målgruppen, allerede ha kjøpt! Da er det jo litt bortkastet å markedsføre ditt produkt/tjeneste til denne kunden! Her syndes det mye, såkalt «forsent-markedsføring»!

ThumbAd introduserte Forecasting for å forenkle hverdagen, og skape forutsigbarhet! Med dette verktøyet blir budsjettering, frekvens-optimalisering og antall visninger lett å beregne og levere på. Ingen grunn for å skyte i blinde når du kan treffe blink hver gang!

Mobil + Desktop + Data = Konverteringer!

ThumbAd tilbyr fra 2015 Display annonsering på Desktop i tillegg til Mobil og Tablet. Bakgrunnen til dette er gjennomgående svært gode cases på mobil/tablet gjennom hele 2014. Flere kunder har etterspurt Display annonsering også for Desktop, både for å forenkle sitt mediekjøp, men også for å få en mer helhetlig tracking på sine aktiviteter. 

 

ThumbAd har de siste 2 årene spesialisert seg på databeriket annonsering på mobil. ThumbAd har frem til nå ført grundig dokumentasjon på kundens bevegelser frem til klikk. Nå vil selskapet altså i større grad tilby sine kunder bedre og dypere analyser med bl.a. å tracke konverteringer på alle enheter. Kundene vil dessuten få gleden av dypere forecasting før kampanje start, der selskapet kan beregne antall visninger og unike brukere innenfor bestemte målgrupper.
2015 har fått en pangstart både med tanke på nye kunder, men også med betydelige oppgraderinger i plattformen vår, ifølge Henning Feltstykket. Dette vil åpne for bedre muligheter for annonsørene å treffe sitt drømmepublikum, i tillegg til å vårt meget sterke dekningsprodukt for å nå bredt ut. Etter 4 års fartstid fra et publisistperspektiv er det rett og slett fasinerende å se de mulighetene databeriket annonsering gir! 
Selskapet har allerede levert de første aktivitetene i 2015, og ser svært gode resultater både på treff i målgruppe, brukerinvolvering og nå også konverteringer. Hypotesen om at mobil ofte benyttes til orientering, og desktop til konvertering er snart verifisert.
Når vi ser at 1 av 10 som klikker på bannerannonser ender opp med å registrere seg som kunde, gjøres det helt klart noe riktig, sier Tor Olav Haugen. Vi har knukket noen koder nå, det har ikke vært bare lett, fortsetter han. Det er ekstremt viktig å være helt tydelig på hva vi leverer, og ikke leverer i et økosystem som har blitt mer komplekst og glir inn i hverandre. 

FRA DAGBLADET TIL BIG DATA

Henning Feltstykket er ansatt som VP Sales i ThumbAd. Han kommer fra stillingen som mobilansvarlig i Dagbladet hvor han har vært inntektsansvarlig for mobil og tablet annonseringen siden 2011. 

ThumbAd er et annonsenettverk som analyserer brukernes leseradferd i sanntid, på mer enn 15.000 sites og 30.000 apper. Selskapet har til nå knyttet informasjon til mer enn 2.7 millioner unike nordmenn. De analyserer brukernes adferd mellom sitene der en kan plassere annonser, for å oppnå høyest mulig synlighet i målgruppen i tillegg til bred dekning. IMG_0817

Etter mange fine år i Dagbladet var det nå på tide å bevege meg videre, og det jeg oppfatter som mest spennende akkurat nå er bruk av ny og avansert teknologi for annonsørene. Bruk av Big Data og algoritmer gir helt unike muligheter for annonsørene, og ThumbAd har gjennom 2 år bevist, gjennom utrolig bra caser, at dette gir resultater for annonsørene som velger dette, sier Henning Feltstykket.

Det er selve metoden for å analysere brukeradferd som gir annonsørene effekt av markedsføringen. Kjernen i Big Data annonsering handler om å skape synlighet i målgruppen, som gjør at du engasjerer brukerne når hun er åpen for det. På den måten blir medieinvesteringene lønnsomme for annonsørene, sier Feltstykket.

Tor Olav Haugen, co-founder og CEO i ThumbAd gleder seg til å styrke teamet. – Henning har solid erfaring fra annonsering på mobil og tablet, og kjenner markedet godt. Dette er en nøkkelrolle i selskapet der vi har lagt vekt på kredibilitet, strategisk posisjonering og kanalforståelse.  

Det som skiller ThumbAd fra andre tilbydere av mobilreklame er at vi bearbeider Big-Data i sanntid. Vi styrer annonsering basert på innsikt og tilbyr kundene avanserte algoritmer for at de skal nå ut til publikum. Selskapet publiserte nylig en benchmarkanalyse for første halvår, som helt klart viser at denne metoden å plassere annonser på gir sterke resultater for annonsørene, sier Tor Olav Haugen.

Enten du vil oppnå synlighet i målgruppen, eller ren merkevarebygging så er Big Data veldig viktig for å kunne skape relevans der du treffer rett bruker, til rett tid, hele tiden, avslutter Feltstykket.  

Performance Benchmark Mobile 2014

Adform recently released their Rich Media 1 HY 2014 Benchmark Report, in order to help agencies and marketers understand how their campaigns performed against those of their peers. Data for this report is derived from display campaigns executed on the Adform Platform from Europe and US. Data is covering the first and second quarter of 2014 all in all 210 billion impressions.

Adform_Benchmark Mobile

Adform_Benchmark Mobile

ThumbAd, an independent Mobile & Tablet Ad-Network, recently released their 1 HY Report. Their technology is based upon Big Data and Algorithms in order to identify and deliver impressions to Audiences to improve performance. The perspective and added advertiser value by using data to deliver ads becomes quite clear. The market average for mobile CTR, according to Adform, is 0,10% (Norway) ranging from 0,07% to 0,18% within 27 predefined categories.
Overall performance ThumbAd 0,45% vs industry benchmark 0,10% 4,5X improvement (avrg).
ThumbAd 1 HY2014_benchmark report

ThumbAd 1 HY2014_benchmark report

Targeting, combined with Reach is driving performance taking it to the next level!
ThumbAd case study June-2014

ThumbAd case study June-2014

8 Reasons Why Targeted Campaigns Spell “SUPER ADS”

At ThumbAd, we take our Targeted campaigns to the next level by building and utilising audience profiles to deliver the best ads to relevant users, resulting in higher campaign performance. 

Don’t waste your marketing budget on free-flying ads across the internet!

CTR_ThumbAd_H1_14 copy

*Average CTR Norway on Mobile & Tablet is 0,1% (source; AdForm)

While understanding the uses of these common mobile KPIs is important, choosing which KPI goals to set is a task that needs to be tailored to your business. Set clear, measurable goals and reassess at specific intervals. Success requires sustained effort, so take it one step at a time.

Everyone knows it’s important to set KPIs for their mobile marketing, but where should you start? Even though Click Through Rates (CTR) is claimed to be a less important KPI, everything starts with a click. Other KPI´s like Cost Per Download (CPD), Click to Conversion Rate, Cost Per Visit (CPV), Cost Per Acquisition (CPA) and Lifetime Value (LTV) is determined by the greatness in creating ads and the user friendliness among others. 

1. Specific

  • Targeted campaigns are specific. You can find the exact target market you’re seeking for any given campaign based on your campaign’s objectives.

2. User-friendly

  • Consumers are more apt to “notice” ads that are suitable to them and their interests. Rather than being a nuisance, the ad is an aid.

3. Performance Enhancing

  • Campaign performance is better when running Targeted ads because they are “user-friendly.”

4. Efficiency

  • If you want to reach your ideal audience, why spend tons of money tossing advertisements around blindly when you can just add some specific targeting and find your ideal audience straight away?

5. Relevancy

  • Targeted ads are only shown to those users who are interested in the product.

6. Action-Packed

  • Ad interaction from users happens more often when the ad shown is relevant to their own interest profile.

7. Detailed

  • Targeted ads can be as detailed as needed in order to achieve overall campaign goals. Want to targeted a car ad to men ages 22-35, live in Oslo, have browsed cars recently online, and like sports? No problem…ThumbAd can help with that.

8. Satisfaction

  • Get satisfaction in knowing your ads are being shown to relevant viewers, when it matters most.

By taking the full advantage of Analysing online behaviour, based upon Big Data and Algoritms – ThumbAd help Advertisers succeed to Target their Audience in Real-Time! Feel free to reach out to learn more.

The Power of Big Data for Delivery of Targeted Mobile Ads!

Screenshot 2014-06-26 11.21.33

Watch this 6-minute demo of how audience insight can be used to deliver the right ads to the right readers at the right time. ThumbAd being proud Cxense partner for Global Mobile Advertising – Acting Local!

ThumbAd Adds New Intelligent Tech Layer!


ThumbAd has launched their Tech upgrade adding an additional intelligent layer on top of their Big Data engine. This enables Advertisers to improve delivery on Mobile/Tablet, performing better than ever before. The average CTR´s in market is 0.1%, ThumbAd had proven an average on 0.7% so far. With the upgrade advertisers experience CTR numbers as high as 2%.

ThumbAd allows Advertisers and premium brands to leverage big data in order to buy audiences and drive efficiency through the use of algorithms and advanced targeting tools. The understanding of consumer behavior lies in big data, giving us the ability to reach the right people, at the right time, when it matters most.

Big Data Algorithms_blog

Still – don´t be mistaken by the fact that Reach is still an important part of the mix when publishing mobile ads. It´s by combining both Reach and Targeting that allows advertisers to tap into their true audiences. ThumbAd can reach across 10 million unique users within the Nordics and over 100 million unique users in more than 40 key markets.

Nor be mistaken by comparing ThumbAd with programmatic buying. The company has thoroughly positioned themselves to be complementary to mainstream RTBs through their unique reach and highly advanced targeting capabilities, thus enhancing campaign performance.

Agencies profit Big-Time!
Agencies profit big-time by allowing all their advertisers to take full advantage of ThumbAd´s platform. Performance improve by each new ad delivered. Advertiser data, being their proprietary property, is highly protected for their sole use. However – Agencies driving high volumes find huge improvements and new insights over time with ThumbAd!

We believe that understanding what people consume is key to understanding what their interests are. Our world-class linguistic processing platform has an extensive language breadth, is extensible and customizable, and provides cutting-edge text mining capabilities.

Extraordinary Insight
The data in the Extraordinary Insight Engine (EIE) can be retrieved, combined, sliced and diced in real time. Queries can concern content items or users, isolated items or aggregated views, structured or unstructured data, and complex ad hoc filters combining any data source can be defined. We believe these capabilities to be quite unique.

A user’s profile comprises a number of elements. Some data is static (e.g., gender), some data is dynamic but doesn’t change very fast (e.g., device or location information or general interests), whereas some data changes quite frequently (e.g., right now I just read about Jennifer Aniston’s latest movie.) As users interact with content, their interest profiles are adaptively updated by algorithms that take into account all pertinent information about the consumed content and how deeply it was consumed, and based on this computer models can predict various relevant user properties.

Algorithms are the audience!
With ThumbAd algorithms, advertisers can further their consumer engagement, bring back the human touch, and make sense of the chaos.

Available Mobile/Tablet Impressions Trending 2014

Traditional display media buying is terribly inefficient for both the buyer and the seller. Adding just one more line item (i.e., an Advertiser) to a media plan is still a big deal; 42 steps managed by a dozen pairs of hands, which takes the agency roughly 15 hours to execute on. ThumbAd makes this easier in a few clicks and improves advertising performance. ThumbAd is an independent mobile & tablet ad-network, utilizing unique Big Data  algorithm technology to deliver ads differently!

Within the mobile space we´ll typically find a leading local Publisher paving way, marking a clear #1 position. Number #2 Publisher and so forth seems to, illustrative enough, create a “long tail offering”. This makes the contenders more dependent on 3. party providers to keep up the pace on revenues and market share.

In the Norwegian marked, for example, TNS keep track on Norwegian Top 100 online traffic. The availability on impressions in the market is overwhelming. Rather than direct purchasing with single sites and/or publishers Agencies seems to preferably have AdNetworks and other 3. party providers to deliver impressions across multiple sites.

High-level market overview Norway as example – an Adform report indicates 3.65BN impressions/month being available across a handful of media-houses. Interestingly enough the appetite on consuming content from International Sites is high, and growing!

Available Impressions

High-level market overview in Norwegian market

The mobile market are facing problems whereof ThumbAd provides solutions:

Advertiser & Agency

Publisher

The Problem
  1. Complicated and time consuming to purchase and place advertising across multiple sites
  2. Can not influence banner sizes and functionality
  3. Can not see a clear Return On Investment, incentivizes low payment
  4. Can not target their audience like they can do on PC
  1. Are not capitalizing on the market potential where 40% of the online traffic comes from mobile, hence 10% of the revenues
  2. Lower ad inventory (capacity) on mobile when comparing with PC
  3. Low price per impression, and declining (eCPM)
  4. Can not meet Advertisers/Agencies requirement to target audience on mobile, like PC
ThumbAd Solution
  1. Can publish ads from a single system to perpetual pages globally
  2. Allows the ad to follow the reader, rather that a fixed or random (“blind”) placements on single sites
  3. Building user-profiles for advertisers being a unique asset improving and adding advertiser value for each impression delivered
  4. ThumbAd use a frontrunner technology enabling real time rich targeting capabilities implemented by more than 15,000 sites globally by world leading publishers.
  1. Bridging the gap from day one by adding new advertisers requiring high volume/ reach across sites
  2. ThumbAd deliver ads smarter hence requiring less impressions to prove results due to targeting
  3. Price steps on targeting allows publisher to get a premium and substantial price improvement when comparing with market terms (+ 25-125%)
  4. ThumbAd adds a new advertising product to the market in which individual publishers cannot offer by themselves as standalone´s

a) Cross site advertising purchase

b) Rich targeting based upon user-profiles build by each and individual advertiser

a) + b) improves ROI and therefor eCPM

 

 

 

THE FUTURE OF MOBILE

THE FUTURE OF MOBILE

A digital advertising group called ThinkLA asked BI Intelligence’s Editor-in-Chief Henry Blodget to speak at a large industry event in Los Angeles

  1. PCs are now small share of connected devices
  2. We spend 1/2 hour on tablet each time we use it
  3. Mobile is the only media time that is growing
  4. Mobile is now counting for 25% of e-commerce traffic
  5. Mobile ad spending still lags time spent
  6. Mobile is still dominated by paid search ads, display grows…

The picture illustrate some appreciated highlights. Please visit BI Intelligence for the full report.