Download - Real time marketing
Real
Time
Marketing
Marketers are stuck in ‘campaign’ mode
Real Time is like a Fairy Tale in India
Most campaigns use data as old as 6 months or more
Campaigns are replicated not (re)evolutionary
Remarketing is considered as Real Time Marketing
Digital is stuck at 5 ~ 7% of spends (excluding ecomm)
Creative strategies are static & worse in remarketing
We really haven’t challenged the digital platforms
We are still a last click industry.
Agency & Clients don’t see eye-to-eye
Real Time Marketing EcoSystemIt Spans – Onsite, Offsite and Beyond Site
Site Analytics Reservation Buy
Programmatic Buy
Dynamic Creative
Real Time Marketing
What the user is doing on your
sites.
The usual way you buy internet
advertising by reserving slots on
sites
Leverage RTB via DSPs to buy audience in real time across the
internet, devices & plaforms
Use data from all the previous steps to make that perfect creative on
the fly either for branding or acquisition or
remarketing
This should sit on a single technology stack which integrates with your offline or CRM systems. So you are able to get a single view of your customer
Boston Consulting Group – real data!
“Cutting Complexity, Adding Value: Efficiency and Effectiveness in Digital
Advertising”
1. Digital media delivers powerful results for advertisers; but there is an opportunity to make the end-to-end process of buying and executing on digital media much more efficient
2. The BCG study concluded that moving to a single ad technology stack can generate resource-productivity improvements of up to 33% across the campaign lifecycle
3. The study also found that further productivity gains can be generated by combining a single ad technology stack with wider organisational change -- freeing up talent for higher-value activities
Commissioned by Google, conducted by BCG
Studied digital campaign processes, tools, workflow from 15 agencies across UK, Italy, Netherlands, Germany used to execute 24 digital campaigns
Study focussed on agencies, but equally valuable for direct clients
In IndiaIt is a very myopic/one sided marketing view
Site Analytics Reservation Buy
Programmatic Buy
Dynamic Creative
Real Time Marketing
There is an absence of a single platform that links all of this together to give you a single view of your online audience.
Real Time MarketingRequires 4 Essential Elements
And some marketing money
Real Time Campaigns
Programmatic Creative = using data to improve and optimize creative and messages to your audience through DoubleClick’s dynamic creative / dynamic remarketing offerings.
Programmatic Buying = Cross-channel marketing through a platform which enables you to buy, manage, report, and analyze across channels.
Data + Technology = Performance + Scale
Ready Today and is been around for a while
The future (already here)
Programmatic Buy!ek aur naya internet jargon
What Matters in Real Time Marketing
Who
Which consumers will see my ads?
Why
Will these ads work for the campaign?
Where
What media to place my ads on?
When
When and how often?
What
What creative to use?
Programmatic buyinguses technology and data to bring advertisers and publishers together
Why Programmatic has come of age
The key element of programmatic buying—what makes it powerful—is that the advertiser gets to decide the target.
Scott Spencer
Director of Product Management, DoubleClick Ad ExchangeIn “Programmatic in the Future” hangout series by DoubleClick
Why programmatic?Use data and technology to better connect you with consumers
Massive scaleReach across exchanges and engage with publishers with direct programmatic deals.
Performance Use powerful optimization and better data to maximize ROAS for all your buys.
Precise targetingFind the right audiences in the right context to engage with your brand.
Operational efficiencyStreamlined workflows with all your buying and reporting in one place, spend more time on strategic work.
TransparencyGlean insights from transparent reporting to find the best performing inventory and adjust your strategy in real time
Winning the Right Moments
I’m using data for everything—reporting, targeting, creative decisions. That’s really where we want to be—the right ad at the right time to the right person. Data is really the only way for us to get that done.
Joel Aranson
VP, Media Operations & Technology, DigitasIn “Programmatic in the Future” hangout series by DoubleClick
To be successful in real-time marketing, marketers and their agencies need to rethink the creative process
A vision for the perfect adIt’s about reaching the right audience at the right time with the right ad
THE PERFECT
AD
Right format
Right audience
Right setting(time, place, context)
Right creativeand message
Programmatic CreativeUse dynamic creative to bring the same data-driven learning and optimization to your creative that you use in your buying
Templates allow for efficient creation and use
of millions of creative iterations with dynamic
content.
Improve campaign performance by showing the best creative combination for
each viewer at each moment
Assign creative elements based on media, ad-server or audience data signals
The system learns which creative combinations work the best and optimizes for improved campaign performance
Shifting the creative process1. “Newsfeed” mentality
We consume everything in an ongoing stream. Find ways to stand out.
2. Cultural Touchpoints are fleetingTrends are short-lived. Capitalize quickly.
3. Life happens “now”Consumers are used to getting everything on demand. Being slow can be deadly for marketers.
4. Thousands of little moments over one big moment It’s the little moments that count. Many small moments of engagement can be more effective than one big marketing event.
Impact of Real Time MarketingChange in consumer sentiment post-real time media exposure
Feel Positive +48%
Consider +88%
Recommend +69%
Interested in +64%
Try/buy +60%
Source: eMarketer, Behavior of US consumers before and after exposure to real-time marketing, Feb 2012
How will this look in a Business Situation?
Here is a Business CaseA remittance services company wants to target varied online audiences to provide remittance services
to them. The online channel should be able to identify the user 'nationality' and show him/her the relevant ad. And, subsequently, retarget them differently depending on if they are an existing customer or potential customer who dropped out in the funnel. All of this in real time, please.
India News
Philippines News
Shows ad with Realtime INR Rates
Shows ad with Realtime Peso Rates
Website with Dynamic Content
based on Ad & Audience
Action
Lost User
Known User
Shows ad with Realtime Peso Rates
Indians only remit money on high exchange rates or
salary day
Rates Increase?
Closer to remittance date
Show ads before target week/date with
better rates offer
Show ads closer to the remittance date
Programmatic Media
+Creative
Frequency Cap to Avoid wastage
Programmatic Media
+ Creative
Here is another oneA CPG advertiser with multiple brands trying to understand on which
site s/he gets the best response for multiple brands & prioritize the delivery of messaging based on audience insights
Brand 1
Brand 2
Brand 3
Reservation Media BuyAd Technology
(DoubleClick for Advertisers)
Dynamic Messaging Engine will show the right ad to the user
Show feminine ad content to women
Show masculine ad content to men
Show masculine ad content to older men
Set rules by dateWhen key dates in a campaign require a change of message, use dynamic creative to automate the change
Serve ads between January 2nd and January 8th with
“Sunday” season premiere date
Serve ads through EOD January 1st with “January 9th”
season premiere date
Source: Showtime creatives from Moat.com
Set rules by languageMatch the language used in your ad copyto the language in our targeted country
Serve ads with English language copy in the UK
Serve ads with Spanish language copy in Spain
Source: Verizon creatives from Moat.com
So, now what...
To ConcludeReal Time Marketing is a Real Time Reality
Real Time Marketing is not as scary as we think it is
Using right technology platforms we can solve the challenges
Have to use Data
Creative Messaging
Reservation Buys
Programmatic Buys
Real Time Marketing is – Scalable & Economical than Perceived
thank you@Prabhvir_Sahmey