Sammy Austin, Performance Media Manager, moneysupermarket.com ad:tech London 2013 Real Time Summit presentation on optimising RTB in a brand environment.

1. Optimising
your RTB
Infrastructure
Sammy Austin
Performance Media Manager – RTB
MoneySuperMarket.com

2. 2
• Background & Performance Media at MSM
• Strategic Challenges
• The Solution
• MoneySuperMarket.com Approach
• Insights & Results
• Key Challenges
• Key Takeaways
• MoneySuperMarket.com Group Display Opportunities
• Q&A
Agenda

3. 3
• One of the UKs largest PCWs
• PLC with £200m+ annual revenue
• Top 5 Google UK finance advertiser
• Paid Search spend of £40m+
MoneySuperMarket.com

4. 4
Performance Media Specialists
Insurance
Performance Media Manager
Performance Media Associate
• Narrow product focus, wide media remit
• PPC backgrounds
• Staff development and retention leverage

5. 5
• Focus on demand fulfilment and (repeat) acquisition
• Over reliance on search engine marketing
• Final click attribution model
• Disconnect between data and digital marketing
• No ad tech beyond PPC bid management
Strategic Challenges

6. 6
The Solution: RTB
RTB spending in the U.S will increase by 73.9% over last
year
IDC projects spending in the UK to grow at a compound
annual growth rate of 54% through 2016
CONTROL
TRANSPARENCY
INSIGHT
SCALE
TARGETING
HOLISTIC
APPROACH

7. 7
The Solution: Interoperable RTB
Technology
- Behavioural
- Demographic (via quotes)
- Customer (CRM)
- Search
- Cross channel attribution
- Media mix optimisation
A+
A+
Demand Sell
A+

8. 8
The Solution: Driven by Customer Data
Team of 20+ data scientists:
• Buyer profiles (prospecting/data buys)
• Propensity models (cross sell)
1st party
3rd party
Behavioural Demographic CRM Search

9. 9
Approach To Testing: Strategy
Retargeting
Cross Sell
Prospecting
Cross Sell
DR
Brand
Motor Insurance, Home Insurance
Home Insurance via Motor
propensity modelling
Travel Insurance from TSM
behavioural data
Standard conversion drop out
CRM Motor Renewals

10. 10
Approach to Testing: Attribution
SEO click to site Email click Generic PPC Click
DTS Visit & Click
Out
100%
conversion value
0% conversion
value
0% conversion
value
0% conversion
value
Provider sale &
revenue
LastClick
SEO click to site Email click Generic PPC Click
DTS Visit & Click
Out
28% conversion
value
24% conversion
value
16% conversion
value
32% conversion
value
Provider sale &
revenue
Fullattribution
Brand: awareness, consideration, recall
Direct response: attributed revenue, gross profit, CPA
SEO click to site Email click Generic PPC Click
DTS Visit & Click
Out
100%
conversion value
0% conversion
value
0% conversion
value
0% conversion
value
Provider sale &
revenue
LastClick

11. 11
Approach To Testing: Media
Private
Market
Places

12. 12
Approach To Testing: Data
First Party
Behavioural
CRM
Propensity modelling
Second Party
Search (Keyword)
Third Party
Audience
Contextual
Viewability
Brand Safety

13. 13
Approach to Testing: Formats/Messaging

14. 14
Challenges So Far
• Adometry roll out and data consistency
• IT resource and support
• Education
• Multiple providers to test:
• PMPs
• Data
• Brand Safety
• Viewability
• Data access
• Lack of UK 3rd Party Data
• Look-a-like and propensity modelling takes time and resource

15. 15
Key Takeaways / Recommendations
Ensure a solid foundation: people, technology, data all equally important
Measure success with the correct KPIs and do not rely on last click attribution
Lean on tech platforms and partners to activate your first party data
Give ownership of the data analysis to the right people
Optimise & test constantly
1.
2.
3.
4.
5.
• Ensure a solid foundation: people, technology, data all
equally important
• Measure success with the correct KPIs
• Optimise & test constantly

16. MoneySuperMarket.com
Group Display Opportunities
Sammy.Austin@MoneySuperMarket.com

17. 17
• One of the UK’s leading providers of money saving and personal finance services
• Our objective is to help every household make the most of their money
• In 2012 we saved British households £1 billion.
• We hold over 14 million individual customer records
• Over 12 million unique visitors every month
• Across MoneySupermarket.com and TravelSupermarket.com we can serve over 45 million
impressions each month in a range of formats
• Combined with our ability to target audiences based on their demographic and/or behavioural
profile we can offer a powerful media platform
MoneySuperMarket.com Group - PMP
Demographic
ROS Channel
Intenders

18. 18
YOURADHERE
• Online digital display tool
• Completely managed solution
• Optimal targeting and ad placement
• Impressions delivered to bespoke audiences at scale
Audience +

19. Q&A
Sammy.Austin@MoneySuperMarket.com