realizing customer centric marketing in the digital age
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Realizing Customer-Centric Marketing in the Digital Age
Edwin Lee, VP Global Retail, MediaMathNG Retail, May, 2015
Continuous InnovationContinuous growth through innovation and investment in the long-term vision
MediaMath: At a Glance
Founded in 2007
600+ employees worldwide
More than 4,500 active advertisers –including 55% of the Fortune 100
Headquartered in New York, with 15 global locations across 5 continents
9 global data centers
LATAM Hub
APAC Expansion (Korea, Singapore Q4)
Mobile/Video v2 Launch Q3
API Rollout + Apps
Akamai ADS Acquisition
Expanding EBITDA
Australia JV Berlin JV Japan JV
FBX (Social)
Tap.me Acquisition
API Beta
Full‐Year Profitability
EMEA Hub Opened
Private Marketplace
(Premium Display & Mobile Web)
#1 DSP by Forrester
TerminalOne v2
SaaS Licensing
Adroit Acquisition(Dynamic Creative)
10Bn+ Imps/Day
23 CountriesDisplay,
RTB Launch
201320122011201020092008
Upcast
Acquisition
Tactads
Acquisition
Accelerating growth
in video and mobile
APAC expansion:
Singapore hub, with
Australia and Japan
O&O offices
Clients in 46
countries
2014
Customer-Centric Marketing Is A Differentiator
“89% of companies surveyed plan to compete primarilyon the basis of the customer experience by 2016“
Buy in batch (wheat + chaff) Buy what you want (wheat only)
Fixed price, regardless of value Variable bidding, aligned with value
Little/no insight into true drivers Full insights into “what” & “why”
Manual, labor-intensive Fully automated, scalable
Mass messaging regardless of channel User level personalization acrossmedia and device
Programmatic:The Future of Marketing Is Here
Offensively. Owning demand helps Defensively. Others will look to displace
The New World – Programmatic FirstADVERTISER
Programmatic
MOBILE TV DISPLAY SEARCH SOCIAL DOOH ONLINE VIDEO
““ Procter & Gamble wants tobuy 70% to 75% of its U.S. digital media programmaticallyby the end of this year
American Express wouldlike to transform their Display Media Channel to become100% programmatic.
““
These Brands Were Quick to Adopt Programmatic
Financial Services Institution
We’re probably 60% programmatic, 40% traditionally planned and managed today. By the end of the year it will be about 95%.
““We’ve [Kellogg’s] seen tremendous results whenusing programmatic buying. Depending on the brand,the digital media ROIs have increased as much as six times
““
Two-thirds of multichannel programmatic companies will be increasing their investment in 2015.
And These Brands Plan To in 2015
Do you plan to increase your investment in programmatic marketing in 2015?
Yes, we will be moving media dollarsinto programmatic
We intend to maintain our current budget for programmatic
67%
33%
Programmatic Outcomes and Goals
How programmatic supports greater business goals
Drives direct revenue, improves our understanding od digital ROI, and keeps marketing accountable to bottom line
62%
70%
60%
50%
40%
30%
20%
10%
0%
Top outcomes derivedfrom programmatic
Improve media buying
efficiency and targeting
62%
100%
80%
60%
40%
20%
0%Improve customer
experience through relevant messaging
91% 90%
9%14%
They Are:
©2014 MEDIAMATH INC. 13
AudiencesRight Person
OptimizationRight Outcome
MediaRight Time,Right Place
MessagingRight Ad
A Data-Driven, Actionable View of Your Audience
U N D E R S TA N D
Align offline and online Purchase and media data Leverage 3rd party data Create single view
Connect All Touch Points,Reach Consumers At Every Stage
Full customer life-cycle, real-time audience building and buying
Site Visitors(Remarketing)
Prospecting(Lookalikes)
Retention (Re-engaging)
Vary creative based on goals, vary based on audience, vary based on market
Sequence message based on audience location in the customer life cycle
Gain insight into creative performance and create a creative feedback loop
Female
Age: 25
Interests: Fashion
Deliver Personalized Messaging at Every Point in the Journey
Vary creative based on goals, vary based on audience, vary based on market
Sequence message based on audience location in the customer life cycle
Gain insight into creative performance and create a creative feedback loop
Male
Age: 37
Interests: Technology
Enable DynamicCreative & Dynamic Ad Serving
Across RTB and programmatic premium channels, including display, video, social, mobile, and emerging channels
Global Supply Scale & Depth
Access to Over
3.6 TrillionMonthly Global Impressions
Real-Time Bidding
Private Marketplace
Automated Guaranteed
Top-tier Inventory Premium Publishers
Deal Discovery Video
SocialMobile & Tablet
NativeDisplay
EmailDigital Out-of-Home
Programmatic TV
Open Auction for RTB
Private Marketplaces (PMP)
Premium Marketplace
Automated GuaranteedPremium Supply
Program
Where Automated Guaranteed Fits In
TRANSPARENT real-time view into media and audiences purchased, who you reached, what
you sold, on any device.
For Every Dollar You Spend on Media, You Know the Return
Reveal sales gaps and make your marketing dollars smarter
PLACEMENT: Site Transparency Report
ALGORITHM PREFERENCES: Brain Visibility