RTB. For some, an idol of modern marketing, for others, an inflated bubble.
For us? An effective tool to put your brand in the minds of relevant people.
With RTB, we get you into the top media placements for meaningful prices. With advertising targeted as sharply as no one else can.
Great, let's discuss how we build an efficient campaign for your brand.
LET'S DO ITThe best way to show you this is with an example.
How do we proceed in this case?
We want to reach two types of people.
One is just looking to buy a car and they're interested in an SUV or a hybrid. They can buy our SUV in the near future.
The others may not be thinking about a new car right now, but when they are, they might be interested in ours. That's why we need to get into their consciousness. Who are the people in this group?
We can capture both groups on the Internet. For example, we'll reach out to those who have recently been looking for SUVs or hybrids, looking at buying a car, reading reviews.
When you want to target such a specific group, it's not enough to click a few basic parameters in a system.
You need to call the data providers. We've been working with them for a long time, so they're happy to tailor audiences for us.
They can select, say, 30,000 people who match our target group parameters. For example, we will reach users who have recently been interested in test drives.
It's a car for those looking for Mercedes, BMW or Audi rather than Renault.
So we need to target our advertising reliably to higher-income customers. We can do that.
We identify them, for example, on the basis of the fact that they are looking for holidays in luxury resorts or looking at cars priced above a defined threshold.
Our copywriters and designers will develop the campaign message and banner graphics.
Artwork an important tool for us. We need to get engaged the relevant people, not win an award for best artwork of the year.
With RTB, we'll get you on premium placements. Trusted news websites, industry sites, topical discussions - you'll be everywhere the customers are.
In the case of our SUVs, we'll be interested in the large websites, but also in specific discussions, where the choice of SUV or hybrid car is discussed.
Most PPC specialists don't want to do this, but we'll manually go through dozens of reviews, articles and discussions and run an ad targeted at this handcrafted list. For a few euros, we'll reach highly relevant people.
We always exclude sites we don't want to advertise on. This includes sites where people close the ad immediately (for example, online games).
And also conspiracy and scam sites.
Did you know that your advertising may be feeding fake news sites? Because most specialists don't want to go through sites and weed them out.
We've done the work, we've got our lists ready. We're sick of promoting fake news sites, also they have poor results for clients.
We want people to remember your SUV. A tiny banner at the bottom of the page won't help us do that. We need large, premium placements.
That's why we choose what size banners we want to run and how much of our budget we invest in the particular sizes. It doesn't make sense to pay for a small banner the same way we pay for a large branding on Forbes.
Did you know that you can't tell a good ad just by its click-through rate? Especially if it's meant to build brand awareness.
We use the Adform advertising system, where we can measure:
And 18 other parameters.
Our SUV may be seen by 30,000 people, but only 400 will click through to the website. You"ll think, "What a bad ad!" and you turn it off.
Measurements show us that the other 2,000 people who saw your banner remembered it a few days later.
They came to the site from by searching your brand and studied the website in detail.
For every campaign we come up with a sophisticated measurement and evaluation system.
We are interested in how many users are really interested in our SUV. We therefore set as one of our micro-conversions a situation where a user has clicked through the detailed information on the website and spent at least 20 seconds on it.
We will create several such scenarios. They will help us with evaluation and also with creating remarketing audiences.
And what does it look like when we evaluate?
RTB may remind you of 2 other forms of buying display ads that you are probably familiar with:
Direct ad purchase and Google display advertising. But there's a big difference.
Wondering if we can build an effective RTB campaign for you? Let's discuss it and you'll find out for yourself.
I WANT RTB FROM FRATERNITY
