Programmatic MarketingWorkshop

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IAB Forum ItalySacha Berlik, General Manager, Europe26.11.2014

Agenda

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ACTIONData INSIGHT

Programmatic Marketing

C R E AT I V EC O N T E X T

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Programmatic Marketing

Programmatic Marketing

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AD1

Diapositiva 4

AD1 implement video once you export it or import it anywhere!Aileen Diener; 24/10/2014

DataData

Your customer has a lot to say.

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You need the righttools to hear.

Marketing in the Age of the Consumer

As consumers, we expect…a personalized experience…relevant to our needs…on our terms…on the devices we use…when we’re ready

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As consumers, we expect…a personalized experience…relevant to our needs…on our terms…on the devices we use…when we’re ready

Unlock the value in Your dataSo it actually works for marketing.

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Data ManagementThe Foundation to successful Programmatic.

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MediaInvestmentData

AudienceBuying

CRMData

VisitorData

Cross-Device Audience IdentificationTrack the same consumer across devices• Link consumer IDs across devices• Manage global ID policies to ensure compliance

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A direct relationship between twoUnique IDs

Example sources:• DataXu• 3rd party• Advertiser

Links

Manages how Aliases and Linkscan be used together to target +

run analytics

Ensures that data sharedbetween IDs is compliant with

advertiser and regulatory policies

Policy Control

Anonymous device identifier thatstores data

Examples:• Cookie• Device ID• Carrier ID

Aliases

Data Security & Data StorageData Security & Data Storage

Data Storage & Security

Irreversibly de-identifies IP Addresses in compliancewith EU privacy requirements

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Cryptographic Hash-IDs to identify unique devices

Data centers, depending on client’s needs

Insight.Insight.

Your customer wants to be recognized.

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You need the right toolsto see.

Put your data to workSo it can drive meaningful action.

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So it can drive meaningful action.

Insight ManagementOut-compete on analytics.

Con

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pro

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ity t

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x, in

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Resonates more with XYZ

Resonates with Neither

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Con

sum

ers’

pro

pens

ity t

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aco

mpe

titor

(Pen

etra

tion

inde

x, in

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Discover & Target Your Audience

Third PartyData

RetargetingAudienceDiscovery(Prospecting)

Find customers that lookand act like your bestcustomer

Keeps your company top-of-mind and promotescompletion among qualifiedusers who have alreadyengaged with the brand andits products

Use data from premiumthird-party partners thatover-indexed on actions thatindicate they are in the yourtarget audience.

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Find customers that lookand act like your bestcustomer

Keeps your company top-of-mind and promotescompletion among qualifiedusers who have alreadyengaged with the brand andits products

Use data from premiumthird-party partners thatover-indexed on actions thatindicate they are in the yourtarget audience.

Building Optimization ModelsScenario: Campaign wants to optimize to campaign converters

2Conversion

attribution is sentto DSP

3Algorithm

optimizes basedon converter

attributes

1Many customerssee the ad and

convert

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1. Many consumers convert on the campaign2. Conversions get sent to the DSP via the configured attribution model3. Bidding model generated that can predict likelihood of conversion based on the

converting attributes of the conversions sent previously

3Algorithm

optimizes basedon converter

attributes

Pre–Commerce Analytics

• Build consumer bipartite graph, linkingbrand audiences, commercial events andplaces they visit before such events

• Early identification allows you to targetindividuals before they have fullydeveloped buying decisions

Predict and target customers before they are in market

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• Build consumer bipartite graph, linkingbrand audiences, commercial events andplaces they visit before such events

• Early identification allows you to targetindividuals before they have fullydeveloped buying decisions

Brand Tracker• Fraction of consumers browsing for a specific make content• Always on, non-media based with benchmarking information

Measure Share of Consumer Conversation

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ActionAction

Case Study: Pixum

Digital Video Brand Impact Study

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Campaign Goals• Increase branded searches (rather than generic keyword searches)

• Lower overall cost-per-conversion

• Generate new customers

The Brief

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Campaign Goals• Increase branded searches (rather than generic keyword searches)

• Lower overall cost-per-conversion

• Generate new customers

The Methodology

Conduct comprehensive effectiveness analysis

Campaign modelling based on generated data

Run campaign across different geographic regions

Employ different pulse (investment) schedules

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Conduct comprehensive effectiveness analysis

Campaign modelling based on generated data

Run campaign across different geographic regions

Employ different pulse (investment) schedules

• Test the impact of video advertising onbranded search and website traffic using theDataXu pulse method

• Measure the number of page views, searchesfor “Pixum”, actual software downloads andsales

• Analyse and compare regional differences

The Methodology: Pulsing

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• Test the impact of video advertising onbranded search and website traffic using theDataXu pulse method

• Measure the number of page views, searchesfor “Pixum”, actual software downloads andsales

• Analyse and compare regional differences

• Region 1 and 2 had similar outcomes, showing an overall growthin clicks

• The video campaign led to increased search volumes, resulting in apositive ROI from digital video advertising for Pixum

Region 1 Region 2 Region 3

The Results

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• Region 1 and 2 had similar outcomes, showing an overall growthin clicks

• The video campaign led to increased search volumes, resulting in apositive ROI from digital video advertising for Pixum

Region 1 Region 2 Region 3

• In Region 1, organic clicks grew faster than paid• Total clicks increased as video advertising investment grew• The model shows that CPC is expected to decrease over time

-10%

-8%

-6%

-4%

-2%

0%

0 50 100 1500%

10%

20%

30%

40%

50%

0 50 100 150

Organic

Click Volume Growth

The Results - Details

Estimated CPC change

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-10%

-8%

-6%

-4%

-2%

0%

0 50 100 1500%

10%

20%

30%

40%

50%

0 50 100 150

Daily Video investment (Euro/1M people in a day)

Organic

Paid

Thank You

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IAB Forum ItalySacha Berlik, General Manager, Europe26.11.2014