Keybroker’s DNA
Keybroker was founded to serve advertisers in a new online media landscape, a new reality that changed the rules forever. Eight factors together form Keybroker’s DNA, which guides us in running client projects, entering new areas, adopting new marketing channels or expanding to new geographies.
1. Financial, API and automated
Media is traded through exchanges like AdWords, prices are set through demand and supply, and operations are automated through Application Programming Interfaces (APIs) – making our market less a media market and more of a financial market. In Real Time.
2. Client value and results
Advertisers buy media according to defined client business goals, like generating sales at set maximum customer acquisition cost levels (thresholds), generating a number of visitors at a certain cost per click (CPC) or other results. We compare media cost to the outcome; the core focus is the return on investment (ROI) on media spend.
3. Exactly measurable
Our business is end-to-end – we track a click all the way from the ad to the client’s order database. We work with results we can measure exactly. In the old media world, “50% of all advertising is wasted, but we don’t know what half”. In online marketing, with a conversion rate of 1% for example, we know that 99% of visitors did not produce any sales – but we know exactly which 1% did.
4. Performance pricing
Since we buy media to deliver defined results, and these results are exactly measurable, it is natural that we also offer client performance pricing models based on the results. For example, our innovative success fee model charges for savings in customer acquisition cost. And pricing is always transparent, so you see exactly what you pay for.
5. International infrastructure
Another characteristic of the new media landscape is that Google, Facebook, Twitter and new media channels have established global infrastructures for online advertising, with new opportunities for running international campaigns. Early on, we established a multilingual Delivery Centre.
6. Our own technology
Since online marketing is essentially a high-tech business which is extremely information and transaction intensive, there is a need for innovative technology that can make a difference, like Keybroker’s RealTime Ads™. We develop our own technology to get an edge.
7. Data-driven business with clear KPIs and outcomes
At the core of a data-driven business are clear and relevant Key Performance Indicators (KPIs) that we use to both communicate client value delivered and to run the company. Typical KPIs are order value, number of transactions, customer acquisition cost (CAC), costs compared to profitability thresholds, cost per click (CPC), click-through rate (CTR) and conversion rate (CR). KPIs form the language around online advertising.
8. Simplifying the complexity
Online advertising is dynamic, innovative, fast moving and complex, with much industry jargon, technology and various options to chose between. Keybroker simplifies what is complex with packages and standardisation to offer clients clear products, services, pricing and value.
