Smart Media Buying

How do I increase my ROI with new media buying technologies

Agencies are always looking for ways to deliver higher ROI for marketers. Real time bidding (RTB) makes this possible, and is one of the most transformative trends that has emerged in display advertising, by making the whole process much more efficient.

Managing display ad campaigns can take up 28% of the budget in overheads, compared to 2% for TV. Which means for every $100 you spend on display, $28 goes to process management such as negotiation with multiple sites, replanning, faxing insertion orders, trafficking hundreds of ad tags and so on. Such inefficiencies have impeded the growth of the industry, up until a few years ago.

With RTB advertisers base their media buying decisions on more granular information about each impression - bought through an auction, based on a set of data about the consumer on the page. When bidding in real time, you must answer Three Big Questions about every ad impression.

- First, do you want to show your ad to th...e person?
- Second, if you do, what price are you willing to pay?
- Third, if you win it, what creative do you serve?

These questions are typically answered in 100 milliseconds or less across millions of impressions every day. This allows advertisers to buy without time-consuming, site-by-site negotiations and insertion orders. Virtually any piece of data about an impression can be used to evaluate it, including remarketing, context, geo, placement on the page and much, much more.

RTB is growing rapidly because it delivers efficiency and performance. 88% of surveyed media buyers plan to buy in real-time in 2011, up from 75% in 2010. 79% of buyers estimate that more than 10% of their 2011 digital display budgets will go to RTB. On the DoubleClick Ad Exchange, RTB represents 66% of transactions that occur daily.

Whether you are a large or small advertiser, agency or trading desk; whether you prefer to use RTB technology from an industry partner or develop your own, Google has a solution that will help you find better answers to the three big questions

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