今後のRTBの成長を考えるうえで注目するべきポイントとは？
If anyone is still skeptical about the rise of real-time bidding (RTB), our recently released Retargeting Barometer should give them pause. For the second straight year, the survey of marketers and agencies found that the online advertising industry is embracing real-time bidding with open arms, using it not just to increase conversions from existing customers but also for brand awareness and acquiring customers.
The beauty of bidding in an ad exchange in real time is that it allows marketers to target individual users based on their online behavior, rather than buying a site’s entire audience. The technique rose in popularity with site retargeting, the practice of serving display impressions to users who visit an advertiser’s site but fail to convert. But the study found that site retargeting is no longer the be-all and end-all of retargeting.
Search Retargeting, the practice of bidding to serve impressions based on the searches users perform on Google, Yahoo, Bing and other sites, is emerging as viable subcategory of retargeting. The survey found that almost all respondents (99%) plan to either expand or maintain their search retargeting budgets in the next year.
This year’s survey provided insights on one of the most important happenings in the RTB world last year: the emergence of The Facebook Exchange (FBX). Facebook’s decision to launch its own ad exchange last September was perhaps the final proof that RTB is here to stay. So what do marketers and agencies think about FBX? Simply put, they think FBX is worth their money. Some 60% of respondents plan to increase their FBX spend in the next six months.
If RTB itself is no longer a controversial technique, that doesn’t mean all disputes about display advertising are settled. Campaign measurements continue to be a hotly debated topic, and, as often as not, a metric known as view-through attribution is at the center of these debates.
View-through measures the number of people who visit an advertiser’s site after being exposed to a display ad. Or, put another way, it takes into account all the people who are influenced by a display ad, regardless of whether they click on it.
While critics of view-through have complained that the metric leaves room for uncertainty, increasingly marketers and agencies have come to see that view-through is critical for understanding the full impact of a display campaign. Indeed, there’s a strong case to be made that view-through is a more valuable metric than click-through rate, as converters have been proven to be influenced by the display ads they saw but did mot click.
The growing acceptance of view-through is reflected in the survey. The vast majority of respondents (78%) revealed that they rely on both view-through and click-through to measure the success of their retargeting campaigns.
Still, if the survey paints a rather positive outlook for the RTB sector, it doesn’t mean all is perfect. When a powerful new technology takes hold, it can lead to a bit of marketing mania. The survey certainly points to bigger and bigger spends on retargeting, but, as my colleague Dax Hamman has pointed out, smarter spending is better than more spending. If, for example, marketers are hiring multiple retargeting vendors and bidding up the cost of their own impressions, that’s going to lead to bigger spends, but it’s not good for brands or for the industry at large.
Smart marketers and agencies understand that RTB is all about efficiency, about the unique effectiveness of ads that are targeted to users based on what they do online. No wonder, then, that the survey found that not a single respondent plans to spend less on retargeting as a whole in the next six months.
Read more: http://www.mediapost.com/publications/article/199879/survey-points-to-rtbs-growth.html#ixzz2Ss0rrYgq
