Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Digital Advertising 101: How to make money via advertising technology?

Digital Advertising 101: How to make money via advertising technology?

LINE Developers Thailand

September 08, 2022
Tweet

More Decks by LINE Developers Thailand

Other Decks in Technology

Transcript

  1. Digital Advertising 101:
    How to make money via advertising technology?

    View full-size slide

  2. “Digital Advertising”

    View full-size slide

  3. Digital Advertising Ecosystem

    View full-size slide

  4. Digital Platform
    Ex. APP, Website, Social Media
    #TeamPublisher
    Advertise product

    View full-size slide

  5. Digital Platform
    Ex. APP, Website, Social Media
    #TeamPublisher
    Advertise product
    Sell ad space

    View full-size slide

  6. Players
    Digital Advertising Ecosystem
    Digital Platform
    Ex. APP, Website, Social Media
    #TeamPublisher
    Advertise product
    Sell ad space
    Product/Service
    #TeamAdvertiser

    View full-size slide

  7. Players
    Digital Advertising Ecosystem
    Product/Service
    #TeamAdvertiser
    Digital Platform
    Ex. APP, Website, Social Media
    #TeamPublisher
    Advertise product
    Sell ad space

    View full-size slide

  8. Traditionally
    Digital Advertising Ecosystem
    Product/Service
    #TeamAdvertiser
    Digital Platform
    Ex. APP, Website, Social Media
    #TeamPublisher
    Advertise product
    Sell ad space
    Manual contact

    View full-size slide

  9. Programmatic Advertising
    Digital Advertising Ecosystem
    Product/Service
    #TeamAdvertiser
    Digital Platform
    Ex. APP, Website, Social Media
    #TeamPublisher
    Advertise product
    Sell ad space
    Programmatic
    Advertising

    View full-size slide

  10. Programmatic Advertising
    Digital Advertising Ecosystem
    Product/Service
    #TeamAdvertiser
    Digital Platform
    #TeamPublisher
    Advertise product
    Sell ad space
    Programmatic Advertising
    DSP
    (Demand Side Platform)

    View full-size slide

  11. Programmatic Advertising
    Digital Advertising Ecosystem
    Product/Service
    #TeamAdvertiser
    Digital Platform
    #TeamPublisher
    Advertise product
    Sell ad space
    Programmatic Advertising
    DSP SSP
    (Demand Side Platform) (Supply Side Platform)

    View full-size slide

  12. Programmatic Advertising: DSP & SSP
    Digital Advertising Ecosystem
    Programmatic Advertising
    Create ad campaign on DSP
    #TeamAdvertiser DSP

    View full-size slide

  13. Programmatic Advertising: DSP & SSP
    Digital Advertising Ecosystem
    Programmatic Advertising
    Create ad campaign on DSP
    #TeamAdvertiser DSP #TeamPublisher
    SSP
    Bind ad space with SSP

    View full-size slide

  14. Programmatic Advertising: DSP & SSP
    Digital Advertising Ecosystem
    Programmatic Advertising
    Create ad campaign on DSP
    #TeamAdvertiser DSP #TeamPublisher
    SSP
    Bind ad space with SSP

    View full-size slide

  15. Programmatic Advertising: DSP & SSP
    Digital Advertising Ecosystem
    Programmatic Advertising
    Create ad campaign on DSP
    #TeamAdvertiser DSP #TeamPublisher
    SSP
    Bind ad space with SSP
    User open
    web/APP
    SSP

    View full-size slide

  16. Programmatic Advertising: DSP & SSP
    Digital Advertising Ecosystem
    Programmatic Advertising
    Create ad campaign on DSP
    #TeamAdvertiser DSP #TeamPublisher
    SSP
    Bind ad space with SSP
    User open
    web/APP
    SSP
    Ad request
    DSP

    View full-size slide

  17. Programmatic Advertising: DSP & SSP
    Digital Advertising Ecosystem
    Programmatic Advertising
    Create ad campaign on DSP
    #TeamAdvertiser DSP #TeamPublisher
    SSP
    Bind ad space with SSP
    User open
    web/APP
    SSP
    Ad request
    DSP
    DSP send ads to SSP

    View full-size slide

  18. Programmatic Advertising: DSP & SSP
    Digital Advertising Ecosystem
    Programmatic Advertising
    Create ad campaign on DSP
    #TeamAdvertiser DSP #TeamPublisher
    SSP
    Bind ad space with SSP
    User open
    web/APP
    SSP
    Ad request
    DSP
    DSP send ads to SSP Auction

    View full-size slide

  19. Programmatic Advertising: DSP & SSP
    Digital Advertising Ecosystem
    #TeamPublisher
    Programmatic Advertising
    User open
    web/APP
    Create ad campaign on DSP
    #TeamAdvertiser DSP SSP
    Bind ad space with SSP
    SSP
    Ad request
    DSP
    DSP send ads to SSP Auction Ad shown

    View full-size slide

  20. Programmatic Advertising: 3 Models
    Digital Advertising Ecosystem
    #TeamPublisher
    Programmatic Advertising
    #TeamAdvertiser DSP SSP
    Ad Network
    Ad Exchange
    Single Publisher

    View full-size slide

  21. Programmatic Advertising: 3 Models
    Digital Advertising Ecosystem
    #TeamPublisher
    Programmatic Advertising
    #TeamAdvertiser DSP SSP
    Ad Network
    Ad Exchange
    Single Publisher

    View full-size slide

  22. Programmatic Advertising: Ad Network
    Digital Advertising Ecosystem
    Programmatic Advertising
    DP SSP
    Ad Network
    Publisher 1
    Publisher 2
    Publisher 3
    Advertiser

    View full-size slide

  23. Programmatic Advertising: 3 Models
    Digital Advertising Ecosystem
    #TeamPublisher
    Programmatic Advertising
    #TeamAdvertiser DSP SSP
    Ad Network
    Ad Exchange
    Single Publisher

    View full-size slide

  24. Programmatic Advertising: Ad Exchange
    Digital Advertising Ecosystem
    Programmatic Advertising
    DSP SSP
    Ad Exchange
    Publisher 2
    Publisher 3
    Ad Network 1
    Publisher 4
    Ad Network 2
    Publisher 5
    Publisher 6
    Advertiser

    View full-size slide

  25. Programmatic Advertising: 3 Models
    Digital Advertising Ecosystem
    #TeamPublisher
    Programmatic Advertising
    #TeamAdvertiser DSP SSP
    Ad Network
    Ad Exchange
    Single Publisher

    View full-size slide

  26. Programmatic Advertising: Single Publisher
    Digital Advertising Ecosystem
    Programmatic Advertising
    DSP SSP
    Programmatic Advertising
    Advertiser Publisher

    View full-size slide

  27. Ad network Ad exchange Single Publisher
    (LINE Ads)
    Type
    Pricing
    Optimization
    Brand Safety
    Brand safety Brand safety
    Skill Level
    Fixed Dynamic Dynamic
    Uncontrollable Controllable
    Controllable
    Auto
    Beginner Beginner & Advanced
    Advanced
    Higher risk

    View full-size slide

  28. Ad network Ad exchange Single Publisher
    (LINE Ads)
    Type
    Pricing
    Optimization
    Brand Safety
    Brand safety Brand safety
    Skill Level
    Fixed Dynamic Dynamic
    Uncontrollable Controllable
    Controllable
    Auto
    Higher risk
    Beginner Beginner & Advanced
    Advanced

    View full-size slide

  29. Ad network Ad exchange Single Publisher
    (LINE Ads)
    Type
    Pricing
    Optimization
    Brand Safety
    Brand safety Brand safety
    Skill Level
    Fixed Dynamic Dynamic
    Uncontrollable Controllable
    Controllable
    Auto
    Higher risk
    Beginner Beginner & Advanced
    Advanced

    View full-size slide

  30. Ad network Ad exchange Single Publisher
    (LINE Ads)
    Type
    Pricing
    Optimization
    Brand Safety
    Brand safety Brand safety
    Skill Level
    Fixed Dynamic Dynamic
    Uncontrollable Controllable
    Controllable
    Auto
    Higher risk
    Beginner Beginner & Advanced
    Advanced

    View full-size slide

  31. Ad network Ad exchange Single Publisher
    (LINE Ads)
    Type
    Pricing
    Optimization
    Brand Safety
    Brand safety Brand safety
    Skill Level
    Fixed Dynamic Dynamic
    Uncontrollable Controllable
    Controllable
    Auto
    Higher risk
    Beginner Beginner & Advanced
    Advanced

    View full-size slide

  32. Programmatic Advertising: LINE Ads
    Digital Advertising Ecosystem
    #TeamPublisher
    Programmatic Advertising
    #TeamAdvertiser DSP SSP
    Ad Network
    Ad Exchange
    Single Publisher
    (Demand Side Platform) (Supply Side Platform)

    View full-size slide

  33. Programmatic Advertising: LINE Ads
    Digital Advertising Ecosystem
    #TeamPublisher
    Programmatic Advertising
    #TeamAdvertiser DSP SSP
    Ad Network
    Ad Exchange
    Single Publisher
    (Demand Side Platform) (Supply Side Platform)

    View full-size slide

  34. Understanding Your Ad Platform

    View full-size slide

  35. Ad Placement
    Understanding Your Ad Platform

    View full-size slide

  36. Ad Placement
    Ad Format
    Understanding Your Ad Platform

    View full-size slide

  37. Ad Placement
    Ad Format
    Ad Objective
    Understanding Your Ad Platform

    View full-size slide

  38. LINE HOME TAB LINE CHAT LIST LINE VOOM LINE TODAY LINE WALLET LINE OPENCHAT
    53M 35M
    USERS
    26M
    USERS
    18M
    USERS
    Ad Placement

    View full-size slide

  39. Discover & Consider Interest Purchase Re-Purchase
    Ad Objective

    View full-size slide

  40. API
    API
    Create Ads
    Update Campaign
    Download Report
    ETC.

    View full-size slide

  41. 2022 Upcoming Features!
    SUMMARY
    New Objective
    Optimization
    New Format
    Chat Ads
    Animation Ads
    Persona Targeting

    View full-size slide

  42. Programmatic Advertising: Overview
    Digital Advertising Ecosystem
    Programmatic Advertising

    View full-size slide

  43. Programmatic Advertising: Overview
    Digital Advertising Ecosystem
    Programmatic Advertising
    #TeamAdvertiser DSP
    (Demand Side Platform)

    View full-size slide

  44. Programmatic Advertising: Overview
    Digital Advertising Ecosystem
    Programmatic Advertising
    #TeamAdvertiser DSP
    (Demand Side Platform)
    #TeamPublisher
    SSP
    (Supply Side Platform)

    View full-size slide

  45. Programmatic Advertising: Overview
    Digital Advertising Ecosystem
    Programmatic Advertising
    #TeamAdvertiser DSP
    (Demand Side Platform)
    #TeamPublisher
    SSP
    (Supply Side Platform)
    Ad Network
    Ad Exchange
    Single Publisher

    View full-size slide

  46. Programmatic Advertising: Overview
    Digital Advertising Ecosystem
    #TeamPublisher
    Programmatic Advertising
    #TeamAdvertiser DSP SSP
    Ad Network
    Ad Exchange
    Single Publisher
    (Demand Side Platform) (Supply Side Platform)
    Ad Placement
    Ad format
    Ad objective
    Etc.

    View full-size slide

  47. Programmatic Advertising: Overview
    Digital Advertising Ecosystem
    #TeamPublisher
    Programmatic Advertising
    #TeamAdvertiser DSP SSP
    Ad Network
    Ad Exchange
    Single Publisher
    (Demand Side Platform) (Supply Side Platform)
    Ad Placement
    Ad Format
    Ad objective
    Etc.

    View full-size slide

  48. Programmatic Advertising: Overview
    Digital Advertising Ecosystem
    #TeamPublisher
    Programmatic Advertising
    #TeamAdvertiser DSP SSP
    Ad Network
    Ad Exchange
    Single Publisher
    (Demand Side Platform) (Supply Side Platform)
    Ad Placement
    Ad Format
    Ad Objective
    Etc.

    View full-size slide

  49. How to Start:

    View full-size slide

  50. 1. Go to admanager.line.biz
    2. Create business account
    3. Create ad account
    4. Create ad (5 min!)
    Ø Ad objective
    Ø Time
    Ø Budget
    Ø Targeting
    Ø Creative
    How to Start: LINE Ads

    View full-size slide

  51. 1. Go to admanager.line.biz
    2. Create business account
    3. Create ad account
    4. Create ad (5 min!)
    Ø Ad objective
    Ø Time
    Ø Budget
    Ø Targeting
    Ø Creative
    How to Start: LINE Ads

    View full-size slide

  52. 1. Go to admanager.line.biz
    2. Create business account
    3. Create ad account
    4. Create ad (5 min!)
    Ø Ad objective
    Ø Time
    Ø Budget
    Ø Targeting
    Ø Creative
    How to Start: LINE Ads

    View full-size slide

  53. 1. Go to admanager.line.biz
    2. Create business account
    3. Create ad account
    4. Create ad (5 min!)
    Ø Ad objective
    Ø Time
    Ø Budget
    Ø Targeting
    Ø Creative
    How to Start: LINE Ads

    View full-size slide

  54. 1. Go to admanager.line.biz
    2. Create business account
    3. Create ad account
    4. Create ad (5 min!)
    Ø Ad objective
    Ø Time
    Ø Budget
    Ø Targeting
    Ø Creative
    How to Start: LINE Ads

    View full-size slide

  55. 1. Go to admanager.line.biz
    2. Create business account
    3. Create ad account
    4. Create ad (5 min!)
    Ø Ad objective
    Ø Time
    Ø Budget
    Ø Targeting
    Ø Creative
    How to Start: LINE Ads

    View full-size slide

  56. 1. Go to admanager.line.biz
    2. Create business account
    3. Create ad account
    4. Create ad (5 min!)
    Ø Ad objective
    Ø Time
    Ø Budget
    Ø Targeting
    Ø Creative
    How to Start: LINE Ads

    View full-size slide

  57. 1. Go to admanager.line.biz
    2. Create business account
    3. Create ad account
    4. Create ad (5 min!)
    Ø Ad objective
    Ø Time
    Ø Budget
    Ø Targeting
    Ø Creative
    How to Start: LINE Ads

    View full-size slide

  58. 1. Go to admanager.line.biz
    2. Create business account
    3. Create ad account
    4. Create ad (5 min!)
    Ø Ad objective
    Ø Time
    Ø Budget
    Ø Targeting
    Ø Creative
    How to Start: LINE Ads

    View full-size slide

  59. For more: lineforbusiness.com

    View full-size slide