AdNetik
Agencies: Media Contacts
Brand: Panasonic HDTV
Executives Involved: Shaun Gibbons- Ad Ops Trafficking Associate
Krishna Bopanna- Director Technical Product Development
Nathan Woodman- Chief Operating Officer
Brief: The Advertiser, known for home
electronics, was looking to run a branding campaign using online display
advertising to promote their line of high definition televisions (HDTV) during
the start of the 2010 NFL season. The goal was to target sports enthusiasts and
technology aficionados to increase awareness of the Advertiser’s line of HDTVs,
and drive traffic to their product web pages. As with almost any branding
campaign, it was important for the Advertiser to reach the right audience,
while running only on brand safe and contextually relevant sites. To measure
the campaigns success, the advertiser focused on cost-per-click,
click-thru-rate and website engagement.
In order to run a successful campaign, the advertiser’s media agency advised
testing the campaign with AdNetik as well as 12 other providers, including
highly endemic ad networks, video networks and premium publisher sites.
To meet the client’s needs, AdNetik proposed using AIM Quality Scoring; a
proprietary technology that separates inventory by scored tiers based on the
value to the advertiser. The scoring method gives advertisers the ability to
control the environment in which their campaigns are running, while leveraging
the efficiencies achieved by buying media through the ad exchanges.
AdNetik kicked off the campaign by reading millions of URLs and classifying
each for parameters such as publisher brand equity, contextual relevance to the
advertiser, and brand safety.
In addition to classifying URLs, AdNetik conducted an in-depth analysis of the
advertiser’s past campaign ad server data to create look-alike segments. To do
this they segmented users by a long list of decisioning criteria so they could
find and reach online audiences that exhibited similar characteristics to those
that had a greater propensity to execute the client’s desired actions.
AdNetik ran the above targeting parameters through the AIM bidder in order to
bid for online display inventory in real-time across all the major advertising
exchanges. By doing so, AdNetik was able to set bid values at the impression
level, based on the outlined targeting criteria, and was able to continue to
optimize over time through predictive modeling using data from the live
campaign.
By running the media buy through the ad exchanges rather than buying through
traditional methods, the client was also able to eliminate waste because they
were only bidding on the identified, targeted impressions at the exact moment
they were most likely to take action.
In the end, AdNetik’s delivery was on par with the other providers, but the
campaign was delivered in a more controlled, ad safe, premium environment. Of
all those on the plan, AdNetik ranked in the top three providers for
click-thru-rate, after only a video network and premium publisher. By the
conclusion of the campaign, AdNetik was within the top five for the lowest
cost-per-click.
AdNetik should win the award for the best advertising targeting technology
innovation because of their ability to target customized, contextually relevant
audiences through URL classification, look-alike segmenting, and continuous
optimization through the AIM bidder. AdNetik is the only company offering AIM
Quality Scoring and is the only audience targeting company analyzing
advertiser’s past performance data to identify audiences with a higher
propensity to convert. By arming clients with this level of customization, they
are able to gain a unique competitive advantage.
