Real-Time Bidding is currently the most popular form of Programmatic Advertising.
This term refers to the macro-set of activities that involve the use of platforms and software for the automated purchase of digital media spaces through servers that connect buyers and sellers.
They include both auction mechanisms (RTB) and pre-negotiated agreements (Programmatic Deals) on some variables, which are executed and optimized across platforms.
Real-Time Bidding (RTB) is an innovative display advertising technology that allows you to acquire advertising in real time, through the Ad networks (Ad Exchange) that collect hundreds of sites and allow you to reach highly profiled targets around the world. The monitoring possibilities are very advanced and the optimizations take place in real time.
RTB display campaigns show a product or service to the users of a site by inserting a banner, that is, an advertising creative.
The banners are made in the IAB standard formats; It is also possible to activate campaigns with banners in Premium formats, such as skin and musthead (wider banners positioned in highly visible areas of the web page)
*9 IAB’s international standard formats
In order to start an RTB campaign it is necessary to define together with the customer:
Campaign type: Standard (with banners in IAB standard formats) or Premium (wider banners positioned in highly visible areas of the web page such as skin and musthead).
Duration: a Real-Time Bidding campaign can have a variable duration, depending on the goal. Considering the campaign optimization times from the moment it goes online, a minimum duration of 15/20 days is generally recommended. It is therefore possible to activate monthly or annual/continuous campaigns, regularly updating the subject of the campaign.
The remuneration of a display campaign can be based on the number of views obtained or the amount of visits (clicks) that the banner has generated on the advertiser’s site.
In the first case we speak of Cost Per Mille Impressions (CPM), ie cost per thousand views; in the second case of Cost Per Click (CPC), that is the cost per click by users.
The purchase of advertising space takes place through individual impressions within the Ad Exchange. These impressions are selected based on the target, which is profiled according to the degree of interest that users, with their behavior, demonstrate:
Timing: 5 working days (to be confirmed based on the specific project).
2. Creation of banners
Each banner will be linked to a specific landing page, to be optimized from the point of view of structure and content to improve its performance from a SEM perspective. Depending on the subject of the campaign, one or more landing pages can be used, exploiting if possible pages already present on the customer’s site or alternatively created from scratch on another domain / subdomain.
Timing: 5 working days (to be confirmed based on the specific project)
Each banner will be linked to a specific landing page, to be optimized from the point of view of structure and content to improve its performance from a SEM perspective. Depending on the subject of the campaign, one or more landing pages can be used, exploiting if possible pages already present on the customer’s site or alternatively created from scratch on another domain / subdomain.
Timing: 5 working days (to be confirmed based on the specific project)
If the campaign also includes the Display type, it is necessary to create a set of banners in the IAB standard formats, both desktop and mobile, respecting the parameters set by the platform (size, animations, weight,…). The banners can be made both by the customer and by our graphic design team, in the case of purchasing this service.
Timing: 5 working days from confirmation of the activity (to be confirmed based on the specific project)
Once the general settings of the RTB campaign and the banners have been approved, it is possible to proceed with the configuration of the advertising platform. In order to be able to monitor the progress of the campaign in detail, it is necessary to install a tracking pixel within the landing page.
Timing: 1 working day (to be confirmed based on the specific project)
Once all the materials have been approved and the platform set up, the campaign is launched, with daily performance monitoring and consequent proactive and reactive optimization both daily and weekly.
Timing: 1 business day from receipt of all materials
Periodic monitoring of the campaign and constant optimization of the ROI (return on investment). Reports will be provided on a monthly basis showing the overall and daily statistics of clicks and impressions, the breakdown by time slots and the list of domains on which the banners have appeared.
Timing: 5 working days from the end of the campaign (to be confirmed based on the specific project)