buying consumer moments - oiconference 2016
TRANSCRIPT
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Passenger offers location, destination, car type, rider history and price
Driver looks at proximity, destination , your reputation & your price - you match & you ride
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Buying Programmatic
Moments
Audience Defined
Moments Defined
Value Exchange
Sales Opportunity
Personal & Relevant Content
Re-Engagement & Follow Up
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Inventory Source Brand Safety Apps & URL’s Keywords
Categories Environment Viewability Language
Audience Lists Demographics Geography Day & Time
Device BrowserConnection
SpeedCarrier
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Gardening enthusiasts (eXelate Data, £0.52 CPM)
Those who use Gillette Fusion Hydra Gel (eXelate Data, £0.70 CPM)
Shopaholics (Bid Manager Affinity)
Mortgage seekers (Bid Manager In Market)
Life long low spenders (Experian Data, £1.36CPM)
Family focussed (Bid Manager Affinity)
Looking at home insurance in December (I-Behaviour Data, £1.39 CPM)
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Undisclosed/black box programmatic model
or
Technology stack with known mark-ups
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0
50
100
150
200
250
Jan-10 Jan-11 Jan-12 Jan-13 Jan-14 Jan-15 Jan-16
Mill
ion
s o
f d
eskto
p a
d b
lockin
g u
se
rs
21m 30m39m
54m
121m
181m
+200m?
+124%
+50%
+?%
Source: PageFair/Adobe
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Establish objectives and your consumer moment
Retail is detail
Track everything
Custom attribution models
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