The advertising business is changing vastly at the moment as programmatic advertisement is increasingly on companies radar. Kasper will enlightens us about this new trend, and what the advantage there are to combine creativity and advertisement with real time data.

1. Delta Projects | Evolving technology for online advertising
Programmatic at a glance
1

2. Delta Projects | Evolving technology for online advertising 2
History
1995
The first Banner Ad
2000 2004 2007 2009 2011 2012 2013
Affilates
Search Ad Exchanges
Social Media
Real Time Bidding RTB
Private Marketplaces
Video RTB
DSP/ SSP
Ad networks
2014

3. Delta Projects | Evolving technology for online advertising 3
We are not simple people
anymore

4. Delta Projects | Evolving technology for online advertising 4
Fragmentation and data structure is key
=

5. Delta Projects | Evolving technology for online advertising
Delta Projects | Evolving technology for online advertising
What’sourmission?
We focus on finding your customers,
not a website they might visit.
It’s about connecting the Advertiser with the
right User. Better campaigns for the
Advertiser, relevant content for the User.

6. Delta Projects | Evolving technology for online advertising 6
Pre-campaign
report
Campaign brief Campaign Post-report

7. Delta Projects | Evolving technology for online advertising 7
Case - Retargeting
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0,20%$
0,40%$
0,60%$
0,80%$
1,00%$
1,20%$
1,40%$
1,60%$
1,80%$
02*01*11$02*02*11$02*03*11$02*04*11$02*05*11$02*06*11$02*07*11$02*08*11$02*09*11$02*10*11$02*11*11$02*12*11$02*13*11$02*14*11$02*15*11$02*16*11$02*17*11$02*18*11$02*19*11$02*20*11$02*21*11$02*22*11$02*23*11$02*24*11$02*25*11$02*26*11$02*27*11$02*28*11$
Group exposed to Delta
Projects advertising
Reference group
Client: Trygg Hansa
Media Agency: Starcom
Campaign type: Retargeting
Market: Sweden
Campaign period:
Continuous
Main objectives: Generate
traffic and orders.
Effect:
Delta Projects increased the number of
returning customers with 100%!
Industry: Insurance

8. Delta Projects | Evolving technology for online advertising 8
Case - Profiles
Contacts Clicks Click orders View orders Media cost Order value
Delta Projects 250,000 2,000 16 280 50,000 295,000
Site/ Network 1 7,000 150 6 50 3,000 80,000
Site/ Network 2 125,000 2,000 0 6 27,000 0
Site/ Network 3 400,000 3,300 6 240 45,000 110,000
Site/ Network 4 1 300 000 3,500 7 280 40,000 110,000
Site/ Network 5 300,000 1,300 1 18 55,000 15,000
Site/ Network 6 2,300,000 4,000 2 300 35,000 25,000
Summary 3,382,000 16,250 38 1,174 255,000 635,000
Delta Projects was run against 6 networks and large publishers. Delta
Projects decided to target browsers with the travel profile.
High profile
international
travel group
Effect:
Delta Projects generated 46% of the order value
in the campaign while only using 20% of the
budget!
Client: Anonymous
Media Agency: Anonymous
Campaign type: Profile
Market: Sweden
Campaign period: 4 weeks
Main objectives: CPO
Industry: Travel

9. Delta Projects | Evolving technology for online advertising 9
Case - Profiles
Client: Emirates
Media Agency: Starcom
Campaign type: Profile
Market: Denmark
Campaign period: 4 weeks
Main objectives: Branding
Since Delta Projects both had the best audience
measurement score and cost measurement score,
it comes out with the best total score.
TOTAL ONLINE PERFORMANCE SCORE - MEDIA
The client wanted to compare the branding effect
between Delta Projects and two other media
investments (1 site and 1 ad network). The metrics
used where:
Cost measurement score
• Cost per in-screen
• Cost per click
• Cost per interaction
Audience measurement score
• Share of audience score
• Affinity score
The total campaign was then evaluated on a
combination of the cost and audience measurement
score. Network Site X

10. Delta Projects | Evolving technology for online advertising 10
Case - Opel
Industry - Autos
Inventory: Apps and mobile sites
Campaign goal: eCPC € 0,25
Result: eCPC € 0,20
CTR: 0,32 %
Reach: 3119157
Client: Opel
Media Agency: Aegis
Campaign type: Profiles
Market: Holland
Campaign period: 4
weeks
Main objectives:
Response
Creatives

11. Delta Projects | Evolving technology for online advertising
Forecast and figures
11
Global Programmatic spend, based on Mobile, Display and Video*
*Source; http://www.inma.org/
*In 2017, 59% of total global display ad spend will
be bought programmatically
0
15
30
45
60
2013 2014 2015 2016 2017
US$ billion

12. Delta Projects | Evolving technology for online advertising 12
• What is Programmatic and how do you succeed?
• The fragmented browsing behaviour - how do you reach your audience?
• Working with profiles
• Using data - how to get the most out of your campaigns
• Branding vs. Performance
• Handling click-fraud
• CARAT (Dentsu Aegis Network) presents
• Client cases
• Development and trends in the market