Do you know Real Time Bidding ?

Real Time Bidding

You should have heard at least once about Real Time Bidding (RTB). Nowadays, this quite new trend has become an inavoidable technique in order to buy advertising spaces.

What’s Real Time Bidding ?

Real Time Bidding consist of allocating advertising spaces on the Internet in real time according to bids realised by advertisers or agencies.

The principle of Real Time Bidding has been fisrt popularised by Google throught its commercial links network called « Adwords » in which bids are linked to the keywords used during requests.

The principle of Real Time Bidding is now applied in the area of the pruchase of display advertising spaces on editorial websites without using the Google Adsense Program.

(Source : http://www.definitions-webmarketing.com)

This technique allows to bide on a targeted advertising space, according to the characteristics of the page (place, topic, dimensions, etc.) and above all according to the web user profile (what did he see before, if he clicked, etc.)

Few datas about Real Time Bidding in 2012

In the begining of month of january 2013, Infectious Media had published an infography called Revue annuelle du Real-Time Bidding en Europe in which it was already possible to find out figures about Real Time Bidding in Europe in 2012 and few expectations for 2013.

Here are few datas about Real Time Bidding in 2012 :

  • Germany is the country with the largest increase of advertising revenue in Europe (+171%, 129 000 000 euros)
  • United Kingdom has the highest income from advertising : 171 000 000 euros)
  • The channels of diffusion are diversifying. For example, in United Kingdom, the number of video adverstisements increased by 14% per month. Mobile is more and more important worldwide : first trimester +8%, second trimester +21% and 3ème trimester +36%.

Real Time Bidding on Facebook

Real Time Bidding is even used on Facebook:

“In June 2012, Facebook took a new approach to its advertising methods with the launch of Facebook Exchange (FBX) ads, its retargeting advertising platform, which allows real time bidding across its ad inventory. These FBX ads has proven successful in their desirable right-side placements, delivering some excellent results by accounting for nearly 28% of all the display impressions in all United States.”

source: mdgadvertising.com

A lot of channels available for Real Time Bidding

And all of this is just the beginning. For some experts, Real Time Bidding is going to move toward other channels. For example, according to Jerry Sandoval, SVP, LiveIntent:

“RTB budget will continue increasing from all channels. The push to mobile, email, and video will increase as the technology develops and more and more people spend the majority of their time away from their desktops.

Tablets, phones with larger screens, and even digital out of home will gain more traction to get users on all screens, in all states of mind, and anywhere they go. Reporting showing proof of awareness and interaction are key for other channels to take a larger percent of ad dollars.”

One example of successful Real Time Bidding campaign: the case of REISS

Reiss is a fashion company that was founded by David Reiss in 1971, “creating directional, design-led menswear, womenswear and accessories”.  On the website of the brand we can read that

“The Reiss customer looks for original and directional design with a strong focus on quality and detail. They expect impeccable service across all channels.”

Last year, the company used Real Time bidding in order to attract quality users to its website and also to measure the cost and value of the new customers. Six month ago, performancein.com published the case study on their website with that results:

  • A remarkable CPA savings of 63% on the targeted CPA for acquiring new Reiss customers.
  • The campaign achieved on average an additional 200% return on investment when compared with other providers in the campaign plan with campaign investment measured as % of profit generated.
  • The highest click-through rate of all providers in the campaign plan.

To find out more about that campaign, just visit the Performance In website and read the whole case study.

To finish and summarize all that information, just watch this very interesting videos that could helps you in understanding better what is Real Time Bidding and what that technique could bring to your online business:

News of the month of november 2013

Hey, you have been absent the last week and you have no idea about the news in the e-marketing / social media area?

social media and e-marketing news

That’s not the end of the line! Don’t worry, here is an article that will help you to stay up-to-date.

Dear readers, let’s introduce one of the main news of the month of november 2013.

Twitter’s listing on 7 november

This first day has been perfect for Twitter: the share price at the beginning was $26 and at the end $44,90$ which represents an increase of 73%! The valuation of the group is now $10 billions. We’re all waiting to see if it is actually going to keep increasing.

New “like” and “share” botons on Facebook

The social network Facebook has changed its “like” and “share” botons imbeded on websites. The design adopted is simpler but breathes new life to social actions.

Google+ is now integrated in the Youtube Comments

Now each of your comments on Youtube should be associated with your Google + account. It allows a sorting more social and relevant of the comments, based on the people you are connected with on Google+. It is also now possible to sort the comments by popularity or by chronology.

Basically, this new feature is not very appreciated by the users. But it is actually a good idea to increase the use of Google+!

Twitter launches custom timelines

The users now can use this custom timelines in order to underlines selected tweets. So that bloggers are going to be able to put the most relevant tweets in an embeded timeline in their website.

In order to create these custom Timelines is needed the use of TweetDeck so that the developpers could directly create them via API.

13 amazing stats about Facebook

MindJumper published in november an infography about 13 amazing Facebook Stats. Among them :

  • Nowadays there are 1,15 billion Facebook users
  • There are a total of 50 million Facebook Fan Pages
  • 48% of 18-34 years old check Facebook first thing when they wake up
  • Average number of players using FB games each month is 250 million. The most popular apps are Candy Crush Saga, Trip Advisor and Farmville 2.

To read this infography, just visit the MindJumper Website.

The agency John St makes laugh of advertisement

The last production of the Agency John St is a critic of the « fearadvertising » or « shockadvertising » movement, which films people in a situation of fear. The agency used the codes of this trend to make a parodic video.

It is not the fisrt time that this agency makes laught of advertisement. The fisrt two videos were about the trend of using cats in ads and about viral videos with artificial clics.

Ubeacon, new solution of mobile-in-store communication

Ubeacon allows brands to have a complete and innovating solution to communicate with their customers in store. This solution starts contextual interactions when a customers is in a strategic place of the store, like a welcoming message or a voucher code near a department.

How does it work?

This technology works thanks to Bluetooth Low Energy connected objects to be put in the stores.

« Communicate in a contextual way with your customers during their time within your store: welcome message, special offer on a product or shelf, cashier, thank you message… The only limit is your imagination! » (Ubeacon website)

A lot of new stuffs on Google Shopping

On 21 november, the NextWeb announced in a title :

« Google Shopping gets item previews, visually similar results, shortlists, and 360-degree images »

And brings some others details as

« Users can now quickly preview items to see details like sizes, colors, description, and even if it’s available at a nearby local store. »

The main new feature is of course the 360° view :

« Last but certainly not least, many items on Google Shopping can be seen as a 360° view. Google claims these interactive images “bring users the in-store feeling of holding and touching a product.” While that’s a big stretch, they definitely don’t hurt. »

lego gif google shopping

source: TheNextWeb

This new features are just in time for the holiday season!

I hope this few news could help you to make up for the time lost when you were not daily or weekly reading your Scoop-it, Twitter or Netvibes! Lucky you, we’ve done the job!

Let’s meet in a month to access news of the month of december! =)

How to enhance your Facebook Fan Page

Image

Facebook is still one of the most popular social network. Just think about it: this social media gathers 1,15 billions users worldwide… and it was recently confirmed that it had 24 million active users in Britain.

That’s why it is more than essential for a brand to have a Facebook fan page. However, a lot of people wonder how to use it properly. Here are some tips that you can use in order to lead your Facebook page and get a better visibility.

  • Publish on your page with frequency… but not too much!

You probably wonder which is the right publication frequency for a Facebook fan page. Here is what we think: because it can make you gaining your fan’s loyalty and commitment, it’s very important to find the happy medium between posting too much and not posting at all. This happy medium could be for example one or two publications a day, which is far enough.

A last thing about that: don’t forget that the content has to be relevant and in accordance with your brand and your own topics.

  • For what kind of content?

You know that the aim is to keep your fans involved. What else than answering their own needs could catch your target? Here is the answer: just publish various content in adequacy with what they are looking for. And in order not to bore your fans, you also keep that in mind: don’t always publish about the same topic !

  • Adapt your Facebook page to your corporate identity.

Why? Because it will reflect your brand identity. For that, the first thing to do is using attractive profile and cover pictures on a suitable format. If you want to know the perfect size for it, here it is : 200*600 pixels size for the profile picture and 851*315 pixels for the cover picture… Now, go for nice ones 😉

  • Keep the communication with your community and jazz up your page

Which place can be better to interact with your community than your fan page? Well, we can say hat it’s one of the best one. So you have to know what are the basics:

  1. To choose the right editorial line
  2. To pay attention to the comments which are posted by your community

Then, just remember this good principle: Avoid any conflict with your community. Keep a good mood and always be polite =)

  • The rest is all about creating commitment on your page

  1. The easier way to begin is posting pictures and videos. Actually, Facebook users love that. If you publish something in adequacy with the identity of your brand, then you will gain many likes!
  2. To interact with your fan, you can also ask them questions. Actually, Facebook users like giving their opinion.

Ex : What do you think about that picture / video ?

Ex : According to you, the item of the year is…

Some examples to use as inspiration

Some famous brands are very effective in the community management of their pages. We are going to give you some famous examples. Don’t worry, even if you are a little company or a startup, you still can use these great examples as inspiration.

  •  Oasis be fruit: in France, this is a very famous brand that is very good at community management and has an excellent online reputation. In few years, the brand become actually the “King of Buzz” on the Internet.
oasis be fruit

“Join us on Facebook”

  •  The brand Oreo is not to be introduced anymore. It is an other example of very good community management on Facebook.
  • The brand Nike is also one of the Kings of community management and has one of the highest rate of commitment on its page… So find out how they enhance their page could be a good tip and help for you.
  • To go even further, we recommand you this excellent article on the blog Mashable called  “12 Top Community Managers Share Their Tips for Better Engagement“. You’ll read interesting community management experiences from Google Doc, Esty, Instagram, and even more.

That’s it! You can be ready to jazz up your Facebook Fan Page and manage your e-community. Above all, do not hesitate to give your opinion about the tips we gave you and to share your individual experiences by posting a comment.