phil sutcliffe and sunando das, tns uk: programmatic planning before you buy: the key to better...

Programmatic planningbefore buying© TNS 2016

Programmatic planningbefore buying The key to better attribution and ROI


Growing relevance of programmatic planning?

Programmatic: focus on technology Strategic planning before buying

Why programmatic ad buying is (currently) problematic

Time

Tech

nolo

gy

evol

utio

n

Remnant

RTB DMPs/DSPs

Direct video, native

Cross-device

2


Strategic programmatic planning: multi-faceted

Personalisation to brand DNA

Data driven personalised

creatives

Beyond consumers to people

Cross-media programmatic

planning

New horizons of digital media

Media–Marketing to consumer of one

Personalisation to attribution

3


Harnessing social media for personalised content/context strategy

Personalisation to brand DNA and data-driven creatives

Personalised content streaming to nano-segments informs programmatic strategyData from a TNS self-funded case study in QSR category

19%Surprised with happy b’day song and cake @nandos. Singing happy b’day like mental in nandos.Celebrating the arrival of new MF member – Rob – with a great traditional welcome meal @gbkburgers – amazing service today. Warm and fun-filled.

12%

Data driven personalisation

creativesPersonalisation to brand DNA

Stimulation segment Nano-segments to target

4


New opportunitiesUncover broader partnership/ sponsorship opportunities

PromotionSALE

Events Noveltyfactor

NEW

Beyond consumers to people Activating new brand experiences

Beyond consumers to

people

5


Cross-media programmatic planningHarnessing mobile micro-moments to drive ad clickability

Today Outcome

3%Shoe ad clickability

60%Shoe ad clickability

Tomorrow

DeviceWho

Interest areas

Day,time

Situation Location

Define micro-moments

Source: Kantar Mobile behavioural panel. 12,000+ respondents over 14-month data


planning

6


New horizons of programmatic mediae.g. utility bills as a media of the future

Similar households

Energy consumed by washing machine 24% 3%

Washing mode % %

Results Personalised messagingto drive behavioural change

EconomyCotton 100 4060


8


New marketing applications

Existing applications (better delivery)

Today

New horizons of programmatic mediaMedia–Marketing to consumer of one

Today Tomorrow

Media–Marketing to consumer

of one

9


Strategic programmatic planning: multi-faceted

Personalisation to brand DNA

Data driven personalised

creatives

Beyond consumers to people


planning


Media–Marketing to consumer of one


3


Mathematical – modelled

Conventional route:

Technological – measured

New route:

These change the paradigm of attributionPersonalisation or mix modelling for attribution


Format

Channel Mom

ent

Device

10


But, can we scale strategic planning to buying?

Is it applicable across categories?

How do we ensure omni‑channel harmonisation?

But does it work – will this drive impact?

12


Programmatic to drive penetration and loyalty

Steady

Loyalty

Increase spend

New users

Opportunity1.7%

Decreasedspend

Defections

Pene

tratio

n

13


With impressive results

514%Lift in sitesales

15%Lift in sales

14


Success driven by more targeted creative

Acquire new users

Build current users

Loyalty

Pene

tratio

n

Address the leaky bucket

15


Brand IQ drives growth

Omni-channel alignment around a strong personality drives irresistibility… and success

Brandusage

Brand IQ

Potential irresistibilityIrresistible advantage

Brandpersonality

Blogs

News

16


Using a brand personality framework as a touchpoint lens

Planning tools can help drive alignment

News sites!

Fun-lovingCarefree

FriendlyApproachable

CaringSensitive

FocusedCompetent

DynamicIndependent

Strong-willedPowerful

17


Audi perfection at every layer and in every medium

Website

18


Strategic planning

Multi-faceted: driven by brand objectives

AdTech Buying

Projection Technologyto automate

Programmatic strategy then programmatic buying = precision marketing

19

Programmatic planningbefore buying© TNS 2016 19

Thank you

Sunando DasHead of Marketing Analytics & Data [email protected]

Phil SutcliffeDirector, Offer & [email protected]

phil sutcliffe and sunando das, tns uk: programmatic planning before you buy: the key to better...

Data & Analytics