Reach your target with Real Time Bidding

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)

 

Contact us for informations about the PROMO OF THE MONTH

* Campi obbligatori

ONLY IN SEPTEMBER FREE GRAPHIC CREATION

Free banners* graphic creation worth € 350 + VAT,
when purchasing a monthly RTB campaign *

 

*9 IAB’s international standard formats

Fasi del progetto:

1. Definition of type and settings of RTB campaign

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.

  • Budget: the definition of the budget is generally a mix between the suggestions of the RTB specialist and the customer’s availability.
  • Channels to use: Desktop + Mobile
  • Goals to be achieved: for example, the increase in visits to the site, the sales of an e-commerce, or the visibility of a brand, etc.
  • Target audience: geographical area (Area/Region/City/Postcode)

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:

  • Home page: users who have visited the homepage at least once are reached. Typical users of this segment are interested in the product, but have not yet developed an intention to purchase or convert (register, purchase, play a game, etc.). These segments are mainly used in standard retargeting campaigns.
  • Product page: users who have visited the products but have not yet made a conversion are reached.
  • Landing page: users who have visited the landing page are reached. Typical users of this segment are also interested in the product.

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)

3. Landing page definition

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)

4. Platform configuration

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)

5. Campaign Lunch

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

6. Reporting

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)

Staff employed

  • Account Manager: is the reference figure for the customer and is responsible for managing all the operational phases necessary for the launch of an RTB campaign, acting as an intermediary between the customer/commercial area/web marketing specialist.
  • RTB specialist: takes care of setting up and managing the campaign from a technical point of view, working directly within the RTB platform through the Ad networks, monitoring its progress on a daily basis.
  • Graphic Designer: takes care of creating campaign materials (banners and landing pages) from a graphic point of view, devising the creative concept of the message to be transmitted and respecting the technical specifications of the respective media.

 

 

Plus of the service

  • Access to multiple sites without having to pay individual fees to each publisher, but by coordinating the presence within the various portals in real time through a single AdExchange platform
  • Geolocation on a minimum area equivalent to 100,000 inhabitants
  • Overcoming the planning by context (already very valid) because it is planned by audience
  • Greater user profiling thanks to first-party data (user behavior on the client and referral site) that are added to data also from third parties (companies that assign characteristics – data – individual cookies)

 

Why choose Spada Media Group

  • Consulting approach with a focus on digital marketing
  • The only agency for cross-media campaigns
  • Creation of off-site and on-site strategies aimed at specific objectives
  • Constant monitoring of campaign performance
  • Dedicated team of digital communication specialists
  • Training and continuous updating
  • Google Premier Partner Certification
  • Accredited Professional Bing Ads
  • Facebook and Linkedin Marketing Partner
  • Prestashop Partner Agency
  • Mailup Partner