1. Digital Marketing. Local Service.
Display and Mobile Advertising
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Digital Marketing. Local Service.

2. Agenda Display and mobile in the purchase funnel
Display and mobile defined
AdTaxi display and mobile (our offerings)
Including display and mobile in a proposal
Key differentiators
Open Q&A
Audience: All Slide Timing: 1min Slide Presenter: Handouts: N/A
Instructor Notes:
Talking Points:
Selling Points:
The Fine Print:
Sample Categories Include:

3. Reach in-market consumers
Consumer Purchasing Funnel
Digital Product Pyramid
Mr. Advertiser, you are probably familiar with the consumer journey and the path a consumer takes to make a purchase. For example, I am aware of a product because I know that it exists in the marketplace, I move to consideration when I start to think about and consider the purchase of a product, often doing research during this phase. I move to intention once I begin to narrow my choices and make final decisions about purchasing a product and eventually I make the purchase and become a customer. Today, it is so critical that advertisers have exposure in each phase of the consumer journey because the consumer no longer goes through those motions in that exact order and due to the internet, your competition can capture the customer at any point in the journey. Our goal at NewsX to provide you with a well-rounded, comprehensive campaign that will help you achieve this. Through our vast portfolio, we have products that will align to each phase of the journey.

4. Reach Consumers with Intention: Display and Mobile
Thinking about the bottom of the consumer funnel, specifically consideration and intent – that is where your in-market consumers are. That is, those who have specifically expressed interest or are considering making a purchase for a specific product or service. This is where search comes into play.
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5. AdTaxi Audience Sourcing Solution
AdTaxi accesses the largest marketplace of premium ad inventory and leverages premium data targeting to minimize wasted views.
AdTaxi reaches more than Billion impression each day from more than 700 brand safe publishers.
Targeting
Demographic
Behavioral
Geographic
Frequency Capping
Retargeting
CNN.COM
Local.com
YAHOO.COM
Audience: All Slide Timing: 3mins Slide Presenter: Handouts: N/A
Instructor Notes:
Talking Points: Targeting over sites
Consumers drive all interaction online so it is important to access as much as possible to reach the correct user.
Selling Points: NA
The Fine Print: Depicted sites may or may not be on the network. Used as examples
Sample Categories Include:
HGTV.COM

6. Inventory Preferences Historical Performance
Audience Sourcing
Choosing the best inventory is an art and AdTaxi has the right strokes to paint the picture for your target audience
Publishers
Inventory
Platform
Data Layer
Efficient Match
Inventory Preferences
Audience: All Slide Timing: 3mins Slide Presenter: Handouts: N/A
Instructor Notes: All done on the CM level. Not transparent to the sales.
Talking Points: How the inventory is managed, collected, referenced and served. Publishers unload unused inventory. Excelate and bluekai are our 2 major data partners. The collect and sort consumer information in a manageable and controllable fashion. Data is collected from users but does not include PII (personally identifiable information). All data is 1st party data. Double Verify is a premium ad verification platform and is a third party double check. Explained in detail on the next slide. Inventory preferences is the process is selecting premium inventory through filters.
Selling Points: Not remnant or junk BTF impressions. 98% ATF Premium positions and inventory.
The Fine Print:
Sample Categories Include:
Target Audience
Historical Performance

7. Leader In Brand Protection
AdTaxi self-certify with the IAB’s Quality Assurance Guidelines
Apply white and black listing technologies to ensure ads run only on pre-authorized sites
Ranked highly among rich media and video ad networks in industry trust report compiled by a leading media verification company
Serve ads only to publishers that are systematically integrated into our platform
Audience: All Slide Timing: 2mins Slide Presenter: Handouts: N/A
Instructor Notes: Filter can be removed upon request. Sometimes in may not be added is the targeting has multiple layers as inventory targets may not be met.
Talking Points: 6 Critical Areas of Media Verification:
Inappropriate Content
Ads that are running on content that is deemed inappropriate (e.g. adult and illegal content) by both the media plan and guidelines received from the agency and advertiser.
2.  Geo-Targeting
Ads served outside of national and international targeting criteria and outside of designated regions as detailed in the media plan after the impression has been served.
3. Competitive Separation
When an advertiser appears on the same page or section as a competitor, as defined by the advertiser’s media plan. The advertiser/agency determines the competitive set.
4. Ad Placement
Ad impressions that have been served that fail to adhere to details in the media plan Above the fold/ below the fold placement: At least half of an advertiser’s ad appears below the fold.
5.  Fraud Detection
Ads are running on sites that include malware and/or adware, invisible to the user (e.g. hidden ads), and are fraudulent with the placement of ad serving tags.
6. OBA (Online Behavioral Advertising) Compliance
Ads and Sites that adhere to the Digital Advertising Alliance’s Self-Regulatory Program for online behavioral advertising.  
Selling Points:
The Fine Print:
Full-time brand safety team that
manually reviews more than 100 million video ad calls daily
Partnered with Ad Safe to audit campaigns, prevent invalid placements and help classify inventory

8. How We Target Audience CHANNEL INCOME BEHAVIOR GEO RETARGETING
DEMOGRAPHIC
GEO
CHANNEL
Target Audience
AdTaxi is focused on eliminating ad waste by serving to a directed consumers online
DEVICE
INCOME
RETARGETING
Audience: All Slide Timing: 1min Slide Presenter: Handouts: N/A
Instructor Notes:
Talking Points: It is always recommended that you select 1 + Geo targets for every 1 line item on the buy sheet to avoid over targeting. Over 600 BT categories, over 15 content channels. Devices include but not limited to iPhone, iPad, Android, Android Tablet, Windows phone.
Selling Points: AdTaxi has a robust and premium targeting capabilities.
The Fine Print: Over targeting is a common issue. Recommend only combining 1 geo set and 1 targeting meteric per byline at first. If imp targets are met then add or remove targeting to increase CTR.
Sample Categories Include:
Ex: Geo + Income
Geo + Behavior
Geo + Channel

9. Reach your consumer on any device
Space shuttle Discovery lands at the Kennedy Space Center in Cape Canaveral, Fla., Wednesday, March 9, 2011. 
Audience: All Slide Timing: 1mins Slide Presenter: Handouts: N/A
Instructor Notes:
Talking Points: Mobile is where the eyeballs are headed – help your clients reach their audience and build their brand in this environment
Selling Points: Recent studies site that mobile traffic will surpass desktop traffic by as early as 2014
The Fine Print:
Sample Categories Include:

10. Importance of including mobile
Audience: All Slide Timing: 1mins Slide Presenter: Handouts: N/A
Instructor Notes:
Talking Points: Mobile is where the eyeballs are headed – help your clients reach their audience and build their brand in this environment
Selling Points: Recent studies site that mobile traffic will surpass desktop traffic by as early as 2014
The Fine Print:
Sample Categories Include:
Source: Cisco VNI Global Mobile Data Traffic Forecast, (March, 2013)

11. Geo Targeting (display and mobile)
We can target most geographic clusters. Make sure to weight your impression count by population density.
By Country
By State
By DMA
By City
By geo zone
Audience: All Slide Timing: 1min Slide Presenter: Handouts: N/A
Instructor Notes:
Talking Points: Start Broad. DMA or City level. Then optimize to a tighter geo area based on delivery.
Selling Points: Allows your client to drill into their prime areas. Also allows them the ability to targeting regionally, nationally through one source.
The Fine Print: Careful to over emphasis zip code level targeting. It does have a tendency to under deliver in rural or unpopulated areas.
Sample Categories Include: Dallas DMA, Texas, Gulf coast region, US 48 etc.

12. Demographic Targeting (display)
Target prime audience segments
Income: $50,000 to $100,000 per year
Age range: year olds
Gender
Audience: All Slide Timing: 1min Slide Presenter: Handouts: N/A
Instructor Notes:
Talking Points: Income: $50,000 to $100,000 per year
Age range: year olds
Gender
Lifestyle: Outdoor Thrill seekers or Empty Nesters
Selling Points: Reduce wasted impressions, drills down into the target market.
The Fine Print: Ages are in ranges and do not include minors.
Sample Categories Include: 18-25, 25-35, 35-45, 45-55, 55-65, 65-75, 75+

13. Smart Audience Targeting (display)1
Geographic Targeting 3
Ad Delivery
Ex: 25 mile radius of Boulder 2
Targeting
-by Content
-by Behavior
-by Demographic
Audience: All Slide Timing: 2mins Slide Presenter: Handouts: N/A
Instructor Notes: Step by step instructions to creating a buysheet or display planning build.
Talking Points:
Targeting an Audience takes three steps.
1 – Define the Geo
2- Define the Content, Behavior or Demo of the desired audience
3 – Ad delivers across content to that audience
Selling Points:
The Fine Print: Sites are examples and may or may not be on the network
Sample Categories Include:
Ad Taxi is a Digital Ad Network that gives its advertisers an opportunity to reach audiences in any geo zone or DMA across thousands of Australian sites. These are a few examples of some of the websites that your ad can be displayed.

14. Content and device targeting (mobile)
Place your message on news & interest mobile sites, targeting users geographically, by device or by interest.
Target-by-Content Type
News
Sports
Business
Target-by-Device
iPhone
Android
Blackberry
Windows Mobile
Space shuttle Discovery lands at the Kennedy Space Center in Cape Canaveral, Fla., Wednesday, March 9, 2011. 
Audience: All Slide Timing: 3mins Slide Presenter: Handouts: N/A
Instructor Notes:
Talking Points:
Selling Points: NA
The Fine Print:
Sample Categories Include:
Access mobile and tablet inventory via leading publishers and target in a variety of ways based on your client’s needs. This includes targeted display banners, video, and rich media on mobile and tablet

15. Define the Advertiser’s Target Audience
Questions to Ask
Where do your customers come from? How far away will they travel?
What are their interests?
What is the most purchased product or service?
How often do they return or repeat business?
What is their average age range?
Are they predominantly Female or Male?
Are their income qualifications to your products or services?
What do they read online?
Audience: All Slide Timing: 3mins Slide Presenter: Handouts: N/A
Instructor Notes: Should be considered the first step.
Talking Points: These questions will help define the targets and also expose opportunities. Digging deep into the core business segments will help you get the correct targeting segments right out of the gates.
Selling Points: Correct targeting reduces waste. Image a newspaper or TV ad that only displays to the correct person. We are used to targeting based on content. Sports for Men, Entertainment for women. Assuming audience based on content can be cheaper but increases the risk of wasted impressions served to users outside the target parameters. Throwing a huge net in the ocean to catch a few salmon isn’t always the answer. Sometimes you need to spear fish in the creek with dynamite for them.
The Fine Print:
Sample Categories Include: year old, Females interested in Auto Services year old Males interested in Fine Dining.

16. Retarget Users Based on Site Engagement
Re-engage with customers who started a shopping cart, but didn’t finish   
Target customers based on products they searched for  
Re-engage with customers interested in high-margin products
Audience: All Slide Timing: 2mins Slide Presenter: Handouts: N/A
Instructor Notes:
Talking Points: Re-engage with customers who started a shopping cart, but didn’t finish Target customers based on products they searched for. Re-engage with customers interested in high-margin products.
Selling Points: Allows you to remarket to users with a unique message to drive.
The Fine Print:
Sample Categories Include:
Increase retention
by targeting
“Shop-A-Likes”

17. How Retargeting Works Users engages other sites
User is returned to your website
Users visits your website
YAHOO.COM
DP.COM
CNN.COM
CNN.COM
User sees your ad
Audience: All Slide Timing: 2mins Slide Presenter: Handouts: N/A
Instructor Notes:
Talking Points: Step of how we serve retargeting
Users Visit a Site or a URL
Users info is captured by cookie data
Users engage with other sites or news outlets
Brands ad is served when it corresponds to users retargeting cookie
User clicks on brands ad
User returns to URL or site
Selling Points:
The Fine Print:
Sample Categories Include:
User Clicks on your ad
CNN.COM

18. Define website patterns
Questions to Ask
What is the main goal you are trying to accomplish with your website (leads, calls, form fills, etc)?
How much website traffic do you currently receive (page views and unique visitors)?
How long do users stay on your website for?
How many return visits do you get to your site?
Audience: All Slide Timing: 3mins Slide Presenter: Handouts: N/A
Instructor Notes: Should be considered the first step.
Talking Points: These questions will help define the targets and also expose opportunities. Digging deep into the core business segments will help you get the correct targeting segments right out of the gates.
Selling Points: Correct targeting reduces waste. Image a newspaper or TV ad that only displays to the correct person. We are used to targeting based on content. Sports for Men, Entertainment for women. Assuming audience based on content can be cheaper but increases the risk of wasted impressions served to users outside the target parameters. Throwing a huge net in the ocean to catch a few salmon isn’t always the answer. Sometimes you need to spear fish in the creek with dynamite for them.
The Fine Print:
Sample Categories Include: year old, Females interested in Auto Services year old Males interested in Fine Dining.

19. Example of display customers
Industry case study for industry here. Case studies can be found at (username and password are both partner2013
We are already doing this for other businesses in 133 markets across 6 countries. Here’s an example I want to share with you of how we’ve impacted their business.

20. Reporting and analytics
Your News Australia Dashboard helps us optimise your results as part of your monthly review

21. Track “View-Through” as a Metric
User sees the advertisers ad but doesn’t click. If the user makes it to the advertiser’s site within 30 days of seeing the ad message…
AdTaxi’s “Pixel Recognition Code” is triggered by the existence of our pixel in the user’s browser and records the visit.
“View-through” pixel is served to user along with the advertiser’s ad message…

22. Why is “View-Through” Important?
Not everyone clicks on ads, thus click-through rate doesn’t “tell the whole story”. Combining Click-through’s with View-through’s gives us a total visitation rate, which is a more complete picture, and aids campaign optimization.
Research by comScore that has shown that two-thirds of Internet users do not click on any display ads over the course of a month, and that only 16% of Internet users account for 80% of all clicks.
comScore confirmed that there is a latency effect and branding effect to online advertising, in which users arrive at the advertiser's website even without clicking.
Display campaigns show substantial effects on traffic, sales and branding despite a lack of clicks. According to comScore, exposed users are 38% more likely to conduct an advertiser related branded keyword search over a four week period, and are 27% more likely to make a purchase online.

23. Best practices
Always include your on- net display when pitching AdTaxi display.
Present display and mobile “as one” with a differentiator of the platform (like we did in this presentation)
Include re-targeting as an assumed part of the buy- be sure to get the right information so you can calculate
Example: We will put your message on the
#1 source for news and information in
this market, extend that reach and
provide additional targeting
options through our partner sites
on desktop and mobile devices
and retarget users once they have left your site.
Do not miss out on reaching the people who are ACTIVELY searching for your products and services. Again, there are x searches being conducted each month RIGHT NOW and for every day you wait, you miss those potential consumers.
Enter process to get started.

24. Best practices continued
Pair display (desktop, mobile and retargeting) with search:
Display advertising generates more search volume, clicks and conversions
Effect of display ad exposure on search may is not immediate but is significant “after a period of two weeks”
Together, search and display boost brand recall by nearly double!
Source: emarketer and Harvard Business, “Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising

25. Q&A
Thinking about the bottom of the consumer funnel, specifically consideration and intent – that is where your in-market consumers are. That is, those who have specifically expressed interest or are considering making a purchase for a specific product or service. This is where search comes into play.
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