edmardo galli
DESCRIPTION
Palestra de Edmardo Galli da IgnitionOne no evento Social Media Week São Paulo 2014 #SMWSPTRANSCRIPT
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Edmardo Galli
Da Ficção à Realidade !
Programmatic Social Media Advertising
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Beleza 69%
Familia 27%
Jardinagem 4%
… IMAGINE SE VOCÊ PUDESSE SABER O REAL INTERESSE DE CADA INDIVÍDUO
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…E SE VOCÊ PUDESSE QUANTIFICAR O INTERESSE DE CADA INDIVÍDUO…
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… VOCÊ TERIA O PODER DE OFERECER O PRODUTO CERTO
PARA A PESSOA CERTA
NO MOMENTO CERTO
PELO CANAL CERTO
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PÚBLICO
Email Search
Social
Display
Website
Forms
Chat
MARKETING DIGITAL
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INDIVÍDUOEmail
Phone Search
Social
Display
Website
OfferForms
Chat
MARKETING PROGRAMÁTICO
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P r o p r i e t a r y & C o n f i d e n t i a l
Behavioral Targeting
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• Multi-touch interfaces - Apple's iPhone (2007), Microsoft (2007), Obscura Digital (2008), MIT (2009), Intel (2009)
• Retina scanners - Global Rainmakers Incorporated (GRI) (2010)
• Facial recognition advertising billboards - being developed by NEC.
• Electronic paper - being developed by Xerox, MIT, Hearst Corporation, and LG
• Insect robots - by the United States Military
TENDÊNCIA OU REALIDADE?
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http://controlroom-eu.ignitionone.com Username: demo
Pass: demon
BEHAVIORAL HOJE
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Dom
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07 ENTRADA: 0
SAÍDA: 80
(+80)
1. Search
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10
SAÍDA: 195
(+125)
ENTRADA: 70
2. Facebook
3. Automação de Marketing - Personalização de Conteúdo
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20
SAÍDA: 287
(+99)
ENTRADA: 188
4. Display
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28 ENTRADA: 282
5. Integração de CRM
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6. Automação de Marketing - Geração de Leads
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Marketing Programático 2.0
DMP
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MARKETING PROGRAMÁTICO 2.0: DMP
Engagement layer Cross-screen
Phone Search
Social
Display
WebsiteOffer
Forms
Chat
True Data Management
Anonymous
!• Cross silo • Programmatic • Channel agnostic • Powered by hub • Known and anonymous • Digital story telling
DMP
Marketing Automation 2.0
Known
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Profiles anônimos integrados
Média CPM $2.80
CPC $1.29
Alta probabilidade do usuário usar iPad mini.
Algoritmo de scoring -decisão em real-time.
DMP - PROFILE
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DMP - AUDIÊNCIA & ATIVAÇÃOInteressados em banjo. Criteria: website behavior, informação de CRM, social e engajamento por email. Período específico.
Em segundos podemos entender o tamanho da audiência, alcance por canal e overlap entre canais. Podemos ativar facilmente as audiências em cada canal.
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OBRIGADO !Edmardo Galli !!+55 (11) [email protected]
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P r o p r i e t a r y & C o n f i d e n t i a l
Known First-Party Audience
Audience Selection
Real-Time Bidding and Targeting
iOne Media Profile Store
iOne Client Profile Store
Native Lookalike Audience
Create LookalikesMedia Profile IDs
Known Profiles Not Part of Native Lookalike Audience
Personally Identifiable Anonymized
PRIVACY
Princípios Regulatórios do OBA (Online Behavioral Advertising) !Principais entidades: • FTC (Federal Trade Commission) • Digital Advertising Alliance