Benjamin Christie - "Sell-Side Innovation" ATS, November 4, 2014
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Learn the tools and tricks of selling programmatic media from Benjamin Christie, President of Gourmet Ads. www.gourmetads.com
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Benjamin Christie - "Sell-Side Innovation" ATS, November 4, 2014
- 2. About Us 2 REACHING THE GROCERY BUYER ONLINE 600+ FOOD SITES 540 BUYERS 35k ADVERTISERS 19% MONTHLY GROWTH 200+ DEALS 27 PACKAGES
- 3. Innovation Questions • Does it solve a Problem ? • What is the Commercial Need ? • Does it add Value to Buyers or Publishers ? • Can is be built into a Deal or a Package ? • Will the Innovative Solution Scale ?
- 4. Innovation Path • Proof of Concept is the First Stage • Build a Prototype and Test, Test, Test • It wont be Perfect the First Time • Move Fast and Be Prepared to Fail or Reinvent • Innovation often requires Partners
- 5. Publisher Console • Version 3 • Built upon and Updated Daily via Appnexus API • Everything a Publisher Needs • Built with Ongoing Feedback from Publishers • Fully Integrated into Platform (our management layer)
- 8. Viewability Innovation • Sell Side & Buy Side Solutions • Collect Data by Site, Placement & Device • 60%, 70% & 80% Viewability • Available in Packages and Deals • Publisher Guide on Viewability
- 9. Nielsen OCR • Month-Long Study • Flipped the Concept of how Nielsen OCR is used • Demographics Mapped on Site by Site Basis • Granularity: Targeting F21-24, F21-54 • Now Available in Packages & Deals
- 10. Reporting Innovation • RTB Report Card for Appnexus Buyers • Reporting for Account Managers by Territory • Stop Buying Report / Started Buying Report • Salesforce Based Food Reports • Working on Alpha Report for Deals Now
- 11. IAB Rising Stars • Dynamic Ad Units • 300x250 / 300x600 • 728x90 / 970x90, 970x250, 970x415 • Most requested Ad Sizes • Growing number of Buyers
- 12. ProgrammaticRich Media • Easy for Buyers & Publishers • 260 Publishers (45%) • 500k IMPs Daily in US • Skins, Over the Page & Page Peels • Expandables
- 13. Questions ? Benjamin Christie Founder & President Gourmet Ads Pty Limited benjamin@gourmetads.com www.gourmetads.com +1 917 259 6840
Editor's Notes
- We don’t set out to be Innovative, we set out to solve a problem. I’m often surprised when people say something Gourmet Ads did was innovative, to us it was logical Here are some of the questions we ask before setting out.
- Smash together a Proof of Concept – could even a single placement We often Lean on Partners to Help
- Biggest innovation is Our Publisher Console Started when we were dissatisfied with our Ad Servers Solutions
- Agency Trading Desks were asking for Demographic Targeting On Target Audience was how they were being measured
- Goal was to take the tasks of running reports away from Account managers RTB Report Card is one of our most innovative products Concept came from a Buyer that had no idea what they were buying with us.
- Taken an All in Approach to Programmatic Rich Media Open to Beta testing Solutions