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How does RTB Display Advertising Work?

By | Oct 9th, 2013 06.00 AM | View all posts in Blog Featured News and Updates Technology & Innovation

First off, if you’re already an expert on what RTB (Real-Time Bidding) Display Advertising is, then go for the advanced stuff. Download Syndacast’s full AdBoost RTB Display Advertising Fact Sheet.

Download Syndacast AdBoost Fact Sheet

Moving on, for anyone still fuzzy about RTB, let’s start with the question of what is RTB Display Advertising? If you’re here reading this post because you’ve found the bits and pieces of information being thrown around the internet difficult to piece together for something halfway coherent, worry not. You’re not alone. The market is in fact falling short of adequately explaining RTB (Real-Time Bidding), DSP (Demand Side Platform) and DMP (Data Management Platform) in layman terms.

What is RTB?

Let’s start with RTB. RTB which is short for real-time-bidding is a major evolution on how digital media is bought and sold. Before RTB came around, display and banner advertising is all about closing ad deals with websites individually via CPM (cost per impression) rates (cost for 1000 visitors of website users to see your ad) and flat rates per month or even CPC (cost per click) rates. Typically, the seller would propose a CPM rate and the percentage of impression distribution over time and/or ad rotation ratios to advertisers.

With RTB, this is no longer the case. Instead, the advertiser conducts their own evaluation and place bids on individual ad impressions as they are about the happen. A third party system is used in this new RTB model. The publishers (website owner with advertising space) make their ad impressions available on third party exchange platforms. Advertisers could then buy the impressions directly through the exchange. Most advertisers do prefer to buy impressions via a separate DSP tool which enhances the bidding process.

The benefits of using a DSP is flexibility such as letting brands/advertisers leverage their own data for targeting ads, and makes it possible to apply sophisticated algorithms for bid optimization.

Let’s take a step back to RTB here. Keep your questions about the DSP you may have for now. (We’ll explain that in detail in a separate post). So when we say: with RTB, advertisers make the call rather than the publisher; how does it actually work?

 

“Different Advertisers give different values for different audiences “.

RTB Target Audience

To illustrate this a bit: Suppose that you are selling high-end women hand bags. Your ideal customer profile would be female with high income between 25 – 38 years old. You may be willing to spend quite a bit of money to ensure these women that fit this profile see your ad. Now considering that half of the women are working moms. A high-end baby product brand are also targeting the same group as you are, and consequently, they might be willing to bid higher that you are in order to show their baby products. Thus, the higher bidder wins and gets to show targeted audience ads for their product/service.

Syndacast RTB

Now that you know how RTB works, the next question you might be having is, what if the RTB platform has little publisher websites to choose from compared to the number of potential websites you could advertise on? First and foremost, choose RTB solutions that are big. As in, choose solutions with a huge database to show for. And again worry not because publishers are in fact quite keen on selling their impressions on RTB platforms for many reasons:

Reason 1: Instead of spending huge money on hiring a sales force team, RTB gives publishers an alternative to sell their entire advertising inventory without the said team.

Reason 2: Being part of an RTB platform means more people get to know about their advertising space. In terms of reach, this beats going the route of direct sales or hiring a media planner.

Reason 3: Targeted audience segments tend to yield more income for publishers compared to generic audience inventory buy based on website traffic because of the higher willingness to pay  for targeted audience.

Reason 4: Finally, RTB is the first solution that comes to mind for any unsold inventory because it is cost effective and really does work.

What does this all mean? RTB for publisher is another great avenue to make money.

As RTB get larger and larger, sorting through the huge amount of ad data and bids becomes overwhelming and defeats the purpose altogether.
This is where the DSP comes in. Stay tuned for our article on ‘What is DSP and Understanding Demand Side Platform’.

P.S. Are you looking for an all-in-one solution for display advertising? Then you’re at the right place. Get in touch with us to learn more about AdBoost, a powerful RTB Display Advertising technology.

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Digital Marketing: Emerging Trends

By | Sep 3rd, 2013 10.30 AM | View all posts in Blog Featured News and Updates Tips & Tricks

Doing business has drastically changed these past few years. It is no longer about making sure you have an online presence for your business; that is a given. Try doing a mental list of your competitors; do they have some sort of website running? More than likely the answer is yes.

Having a website for your business is not an option anymore but a must. It’s because the world has turned digital, and your market and consumers along with it. So if simply having a website no longer makes the cut what does? Running banners? Adwords?  Doing SEO? Why yes, of course, but there’s more to it now.

Online business success is now all about staying up-to-date with digital trends; especially keeping an eye out for emerging trends and to quickly adapt your business accordingly. Now, if you haven’t had the time to look into what’s new and coming your way, we have. So what should you look out for this year onwards? None other than: Mobile, Social Media and Content Marketing. Why? Here’s why:

The Digital Marketing Infographic

Mobile Trends:

– Global smartphone users will reach 2 billion by 2015.
– Across all industries, mobile internet traffic is increasing at a rate of 3.5% per month.
– Tablet users access search 73.9% of the time. More than any other devices.
– Mobile share of internet traffic increased by 25% this year.
– Out of 4 billion mobiles in use, 1.08 billion are smartphones.
– Mobile web traffic share has increased from 5.42% in Q1 2012 to 10.44% in Q1 2013.
– Tablet web traffic share has increased from 5.93% in Q1 @012 to 10.58% in Q1 2013.

Social Trends:

– The fastest growing Facebook and Google Plus demographics are users between 55 to 64 years old (56% in Google Plus and 46% in Facebook).
– Other social media networks such as LinkedIn has over 200 million users.
– Every 2 seconds, a new member joins LinkedIn.
– Pinterest has over 50 million users.
– 40 million photos are uploaded to Instagram daily.
– In Q1 2013, Facebook sees 665 million active users daily.
– 80% of users prefer to connect with brands on Facebook.
– 23% of Facebook users check their account at least 5 times every day.
– Twitter sees a 44% growth rate form 2012 – 2013.
– There are over 288 million active twitter users daily.
– YouTube has over 6 billion hours of video watched per month.
– There are over 1 billion unique monthly visitors to YouTube.
– Google Plus has over 359 million monthly active users.
– 33% of active users have grown between 2012 – 2013 on Google Plus.

Content Marketing Trends:

– Content is the top reason why people follow social media.
– 68% of consumers spend time reading content from brands they’re interested in.
– 37% of marketers claim blogging is the most valuable type of content marketing.
– Companies with over 10,000 employees use 18 different content marketing tactics.
– Articles with images get 94% more views.
– 62% of marketers blog or plan to blog in 2013.
– Blogs give websites 434% more indexed pages and 97% more indexed links.
– B2B companies that blog generates 97% more leads per month.
– 91% of B2B marketers use content marketing.
– 86% of B2C marketers use content marketing.
– 62% of companies outsource content marketing

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Mr. Wolfgang Jaegel to Speak at the Annual Digital Matters Seminar

By | Jul 19th, 2013 03.18 AM | View all posts in Featured News and Updates

On July 25th, 2013 the annual Digital Matters Seminar seminar will be taking place at LaunchPad starting at 6:30 PM to 9:00 PM.

Mr. Wolfgang Jaegel, Syndacast founder and CEO will be attending the seminar as a prestigious guest speaker, discussing ROI measurements for the travel and tourism industry in Thai.

Mr. Wolfgang aims to convey his message, discussing about the the dynamic trends prominently featured in these industries.

Don’t miss out on this opportunity to learn more, directly from the Digital Marketing Evangelist himself.

Mr. Wolfgang Jaegel

To learn more: Click here.

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Top 3 Digital Marketing Trends

By | Jul 17th, 2013 02.06 AM | View all posts in Featured News and Updates

Wondering what are the top 3 digital marketing trends happening this year (2013)? Quite a lot as a matter of fact which is no surprise when it comes to the online world where the pace is fast and environment volatile. It’s nevertheless important for business owners to not only always keep up to date with new trends but to take action fast as well. It’s mid-year 2013 now and what most marketers have predicted to be the next trends for digital marketing is becoming much more evident and obvious.

Let’s explore some of the important emerging trends.

Mobile Marketing

This is probably the number 1 trend with the Internet getting much more integrated with mobile devices.

• Consequently, we’re seeing 30% of search queries happening from mobile devices.
• Mobile traffic accounts for 25% of total website traffic.
• In terms of rates, we saw an increase of 60.3% of internet use via mobile phone for the last 2 years.

Big brands are giving us signals and indication of the importance of mobile marketing:

• Apple App Store is going to be available in 32 more countries soon.
• Microsoft and Nokia are investing 18 million euros for mobile app development over 3 years.
• Another interesting fact is quite contrary to beliefs; mobile apps are still very much alive, with 64% of total mobile usage time spent on apps.

As for advertising itself, from 2011 to 2016, mobile advertising revenue is predicted to grow by 400%.

Social Media Marketing

• LinkedIn: Consequently, the most popular social media channel being used by marketers is LinkedIn with approximately 83% of marketers using it for content distribution.
• Facebook: Facebook continues to grow rapidly, boasting a 1.1 Billion monthly active user.
• Google Plus: While Google Plus is now the second largest social network with 200M+ users.
• Twitter: This year, twitter appears to be the fastest growing social network in terms of monthly active users at an average of 288 Million. The fastest growing age group happens to be   between 55 to 64 year olds.

Digital Content Marketing

At the start of 2013, we say content marketing slowly but steadily gain importance. Mid-year, it’s rather definitive that content marketing is here to stay. Consequently, 91% of B2B marketers are using content marketing and 86% for B2C marketers. According to marketers content marketing helps to build brand awareness, lead generation as well as acquire and retain customers.

• B2B marketers are investing 26% of their total budget on content marketing
• ….while smaller businesses go as far as 42%.
• 62% of companies today outsource their content marketing efforts.

Big brands have already embraced content marketing: Coca Cola, Mint.com and AMEX for example. Coca Cola wants to create more storytelling opportunity through content creation, mint.com is seen as a pioneer in successful blog content marketing while AMEX is looking to add value and create resources via content marketing.

Use of content marketing channels by marketers:
• 79% Articles
• 74% Social Media Content
• 65% Blogs
• 63% eNewsletters
• 58% Case Studies
• 52% Videos
• 51% White Papers
• 46% Webminars

There are other areas where change and growing importance is happening; however, we’ve handpicked the top 3 where we see changing trends to share with you here: Mobile Marketing, Social Media Marketing and Digital Content Marketing

Reference: growingsocialmedia.com, smartinsights.com, the-cma.com, dotcominfoway.com

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Message from the Founder & CEO

By | May 23rd, 2013 01.56 AM | View all posts in Featured

Wolfgang Jaegel

A very warm welcome to our community area!

It’s with privilege I’m writing the very first post here. Let me start by giving you a quick introduction to Syndacast and who we are:

Since I started the company back in 2008, it has always been about moving forward and growing, not just as a ‘brand’ but as a company, community and group of online marketing professionals.

Syndacast has since gained recognition as a pioneer in performance-based online marketing, servicing global brands such as Accor Hotels, Dusit International, Meritus Hotels & Resorts, Santika Indonesia Hotels & Resorts, Singapore Tourism Board, Garuda Indonesia and many more. The driving force behind our successes is the strong focus on what really matters for our clients: revenue and return on investments.

I honestly believe that the key to succeeding as an online marketing agency in today’s fast-paced world is a can-do attitude and a performance-driven mindset. Over the years, this very mindset has spread among our staff and became our corporate culture, making Syndacast the company it is today: a leader in innovative strategies with the capacity to turn those great plans into tangible results.

Warm Regards,

Mr. Wolfgang Jaegel
Founder & CEO

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