i player e le opportunità del digital marketing | giulia decina, digital yuppies
TRANSCRIPT
Record!
$5 million for a TV ad during CBS's
broadcast of This Year’s Super Bowl, but
with most of the chatter about the game
happening online, Big Game marketers are
also pouring big money into Digital
Advertising.
THE WORLD IS
CHANGING FAST
Giulia Decina
@giuliad86
rome_life
TREND DIGITAL
PLAYERS
BRANDS
AGENZIE
CONCESSIONARIE
DATA PLATFORM
WHERE HOW
WHAT WHO
LEOBURNET S&S
WPP MEDIACOM CARAT SPOTIFY FACEBOOK VOGUE
SIPRA ADIDAS
APPLE
BRANDS
CONCESSIONARIE STRATEGIA
IDEA
DENTSU
LEOBURNET S&S
WPP MEDIACOM CARAT SPOTIFY FACEBOOK VOGUE
SIPRA ADIDAS
APPLE
BRANDS
CONCESSIONARIE STRATEGIA
IDEA
DENTSU
MEDIA
AGENCIES
CREATIVE
AGENCIES
MACHINE
IN CONTROL
CONSUMER
IN CONTROL
BRAND
MEDIA
AGENCIES
CREATIVE
AGENCIES
MACHINE
IN CONTROL
CONSUMER
IN CONTROL
BRAND
2020 33 BN CONNECTED DEVICES
13
FOCUS ON: INTEGRATION
15
BE STRATEGIC WITH PLANNING
AWARENESS
CONSIDERAZIONE
INTENZIONE DI ACQUISTO
VENDITA
CROSS/UP SELLING
LOYALTY
ADVOCACY
DISPLAY AWARENESS
VIDEO ADV SOCIAL
PROGRAMMATIC NATIVE ADV SOCIAL AD NETWORK
AFFILIAZIONE RETARGETING SEARCH DEM
VISIBILITÀ
FIDELIZZAZIONE E CONDIVISIONE
ENGAGMENT
PERFORMANCE
OPTIMIZE AND MAXIIMIZE
MAGAZINE
NEWSPAPER
EVENTS
SOCIAL
TV
OLTRE 50
start shopping on one
device and continue
on another
67%
Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013
COMPLEX PATHS
MEDIA
AGENCIES
CREATIVE
AGENCIES
MACHINE
IN CONTROL
CONSUMER
IN CONTROL
BRAND
5
February,
2016
This document was prepared by Carat for P&G. All rights reserved 21
NATIVE
VIEWABILITY AD BLOCKING
PROGRAM.
DAL 1 TO MANY AL 1 TO 1
22
PROGRAMMATIC
23
5 February, 2016 This document was prepared by Carat for P&G. All rights reserved 24
AD BLOCKING
NON-HUMAN TRAFFIC OUT OF GEO-VISIBILITY
TEST RESULTS
48% AVERAGE VALIDATED IMPRESSIONS
YAHOO! BEST PERFORMER
62%
AV VALIDATED IMPRESSIONS
SKYPE WORST PERFORMER
10%
AV VALIDATED IMPRESSIONS
ComScore AdEffx Reports – 1 Feb-30 Apr 2014
+/-50% EFFECTIVENESS
VIEWABILITY
ENGAGE WITH NATIVE
MEUSURE WITH TOOLS
REACH WITH PROGRAM.
BEHAVIOUR VIEWABILITY
PROGRAMMATIC CUSTOMIZED
NATIVE SOCIAL
ECOMMERCE INTEGRATION
UX MESSAGGING
SNAPCHAT
TRUST WITH KOWLEDGE
ENGAGE WITH NATIVE
MEUSURE WITH TOOLS
REACH WITH PROGRAM.
BEHAVIOUR VIEWABILITY
PROGRAMMATIC CUSTOMIZED
NATIVE SOCIAL
ECOMMERCE INTEGRATION
UX MESSAGGING
SNAPCHAT
TRUST WITH KOWLEDGE
ALERT PRODUCT IN CONTEXT
29
INSPIRE BRAND IN CULTURE
30
COMMIT CONSUMER IN ACTION
CONTENT INTEGRATION
IDEA CUSTOMIZE
CONTENT INTEGRATION
IDEA CUSTOMIZE
STARTUP M&A
IAB NEOLAUREATI
DATA+MVIDEO AGENCIES
BRAND PARTNERSHIP
STARTUP M&A
IAB NEOLAUREATI
DATA+MVIDEO AGENCIES
BRAND PARTNERSHIP
“The Future of Media
Measurement should be People-Based”
David Gosen Managing Director
Digital, Online &
Telecoms, Nielsen
