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Soho Digital Background

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Show of hands, how many of you buy adware right now? ... to user behavior at any given moment (foot locker and cheap tickets examples) ... – PowerPoint PPT presentation

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Title: Soho Digital Background


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(No Transcript)
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Soho Digital Background
  • Founded by three partners with traditional SEO
    backgrounds
  • Migrated SEO client portfolio to WhenU. Discuss
    WhenU exit, need to remain network agnostic.
    Congrats on the new marriage
  • Migrated same client portfolio to 6 additional
    adware networks

3
What is adware?
  • Show of hands, how many of you buy adware right
    now?
  • Software platform which delivers contextually
    targeted ads to a distributed user base
  • Users opt in to receive adware in exchange for
    receiving a wide variety of free software
    (screensavers, toolbars, P2P file sharing
    applications, etc)
  • Advertisers buy media in various cost unit
    formats and the ads are targeted to user behavior
    at any given moment (foot locker and cheap
    tickets examples)

4
Soho Digitals role in adware
  • Over 150 advertisers rely on Soho Digital to
    consolidate the planning, buying, and management
    of adware media from 10 unique sources
  • Award-winning creative and client service teams
    deliver value in many ways to media buyers
  • Media buyers gain efficiency and market place
    intelligence when buying adware media from Soho
    Digital

5
Current Clients
6
Dating Clients (past and present)
7
Adware Cost Structure
  • CPM, CPC, CPV (explanation of each)
  • Competing advertisers run on adware networks in
    rotation
  • Network inventory delivery is Darwinian
    priority is established on an effective CPM basis

8
CPV the emerging winner
  • A view a single impression where the
    advertiser's landing page is served in a separate
    browser window as opposed to a clickable
    graphical image
  • Adware networks determine effective CPM by
    taking CPV cost and multiplying by 1000. (e.g.
    .02 CPV 20 ECPM)
  • Media buyers take heed! Avoid the temptation to
    avoid CPV buying because the effective CPM is so
    much higher than what you are used to seeing as
    CPM prices for traditional clickable graphical
    image inventory. All impressions are not created
    equally.

9
Benefits of CPV
  • Consider CPV prices for Dating inventory
    commonly found in the marketplace. .015 to .04
    are standard depending on level of targeting.
    This imputes to an effective CPM range of 15 -
    40 that you pay to a network when buying CPV.
  • Consider that a cost-per-click (CPC) prices for
    Dating inventory are .35 - .40. If you are
    lucky and have a pretty girl on your creative you
    just might get a 2 click through rate. That
    imputes to a 7 - 8 effective CPM.
  • In either case market prices are established
    organically by supply and demand and are a
    function of the effective CPA pain tolerance of
    advertisers who buy the media.
  • The bottom line is this On an
    impression-per-impression basis, CPV is a
    significantly more efficient use of media as
    evidenced by the relatively high effective CPM
    that is paid in CPV campaigns verses CPC
    campaigns while the advertiser is bound in either
    case to the same effective CPA targets.

10
Case Study
  • Dating Adveriser X. Previously buying 0.40 CPC
    on the network BestOffers. Getting a 2 CTR,
    therefore netting an 8.00 CPM to network, while
    hitting a 5.00 effective CPA, which was beyond
    max pain tolerance.
  • Recommendation was made to convert the campaign
    to CPV, specifically paying 0.015 CPV or a
    15CPM to the network, nearly double than the CPC
    buy. Effective CPA dropped to 2.70!
  • Volume on the campaign also increased
    dramatically because of heightened prioritization
    among other dating advertisers in the rotation.

11
The point of all this
  • Remember, DARWINIAN inventory allocation. Think
    Overture. The more you pay per unit, the more
    units you get overall.
  • On an adware network there can be as many as 10
    dating advertisers clamoring for inventory. In
    order to be near the top of the totem pole in
    terms of delivery, you need any edge you can get.
  • As a CPV buyer, you will kick the CPC buyers to
    the curb on an ECPM basis. Its likely that your
    only competition will be the other guys smart
    enough to be buying CPV.
  • Go out to the adware networks, look for
    arbitrage opportunities. Take advantage of
    marketplace inefficiency. Opportunity lies in
    networks that allow for CPV buyers to compete
    against CPC buyers in the rotation. Look for new
    emerging adware platforms with wild west style
    pricing policies.

12
Questions
  • Thank you all very much!
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