josh bock - programmatic’s perfect pairing: audience and addressable creative

Programmatic’s Perfect Pairing – Audience + Addressable Creative

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Agenda

• Establishing the Audience• Perfecting the Pairing• Driving Results• Unlocking the Power of Addressable Communications

NEUTROGENA® PERFECT PAIRINGS

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Brand obstacle

75% of NEUTROGENA® shoppers only buy ONE NEUTROGENA® segment

How can we isolate this audience and drive a +1 brand purchase

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Three step approach

Leverage shopper loyalty card data

to find the needle in

the haystack

Establish brand specific contextual

targets to drive breakthrough

Create personalized

messaging to present the

perfect product pairing

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Finding the needle in the haystack

Isolate loyals who are buying one NEUTROGENA® SKU and a competitive product that NEUTROGENA® can fulfill

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Establishing contextual relevance

Beauty & Fashion Retail Entertainmen

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Formats

VideoRich Banners

Vertical

Health

*logos are FPO

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Presenting the perfect product pairing

Display

Video

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Results

4.04% lift in aided awareness

5.53% lift in brand favorability

Control N: 391Exposed N: 618

18.1MM households

reached

$5.84 ROAS – 289% above benchmarks

UNLOCKING THE POWER OF ADDRESSABLE COMMUNICATIONS

NEUTROGENA ® only scratched the surface

To establish breakthrough in today’s overstuffed media climate, creative must move beyond being two dimensional

Now we can personalize the message to the right person, in the right place & at the right moment

To do this effectively, collaboration between media and creative has never been more paramount 11

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LINEAR engagement model where creative leads to media activation

AUDIENCE INSIGHT MEDIA ACTIVATIONElement CREATIVE IDEA & PRODUCTION

Brand Business Objective

Party BRAND or STRATEGY CREATIVE AGENCY MEDIA AGENCY

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DATA INPUTS

Move to a COLLABORATIVE model that uses data to inform creative production and media activation

AUDIENCE INSIGHT MEDIA ACTIVATIONCREATIVE IDEA & PRODUCTION

Brand Business Objective

BRAND or STRATEGY CREATIVE AGENCY MEDIA AGENCY

PERSON PLACE MOMENT

Element

Party

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PERSON CREATIVE IDEA & PRODUCTIONElement PLACE MOMENT

Brand Business Objective

MEDIA & CREATIVE AGENCIES CREATIVE AGENCIESParty BRAND or

STRATEGY

MEDIA ACTIVATION

MEDIA AGENCY

PERSONALIZE

PERSON

PLACE

MOMENT

Collaboration drives creative and media synchronization, which leads to consumer personalization