Performance12 - Tanja Sanders - myThings

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  • Even if a user had never visited the advertiser’s site…Banners can still be optimized based on advanced wisdom-of-the-crowd algorithms or other real time promotions/sales
  • WESTERN EUROPE STATS (could not find any RTB in dutch market and neither did Harm)
  • FingerprintingRTB User IDFirst Party User IDOthers…
  • Performance12 - Tanja Sanders - myThings

    1. 1. THE NEXT BIG THING(S) IN DISPLAY
    2. 2. [Display] Advertising is changing…
    3. 3. MAD MEN. AGE OF AGENCIESMedia Buying En MasseTargeting Almost Non-ExistentOne Creative Fits All
    4. 4. TO MATH MEN. AGE OF MACHINESProgrammatic Media BuyingOne Creative Fits OneReal Time AdvertisingBig Data
    5. 5. ONLINE AD SPEND AND DISPLAY RAPIDLY GROWINGONLINE DISPLAYDutch market has grown 14.3% Up 7% in 2012 to total 361m eurosYear-on-Year (IAB/Deloitte) H1 2012 2012 H1 2011 14.3% 2011 7% H1 H1 H1 H2 98 310 105 170 191 255 159 177 585m 512m 361m 336m 159 170
    6. 6. THE FUTURE OF DISPLAY Who What Intelligent acquisition Intelligent personalization How much ? WhereIntelligent media buying New formats
    7. 7. Who? Intelligent acquisition Dynamic display Pretargeting
    8. 8. DISPLAY DATA IS GOING UPSTREAM UPPER FUNNEL DISPLAY ADVERTISING BECOMING DATA DRIVEN TRADITIONAL DISPLAY NEW DISPLAYUPPER FUNNEL 101001001 1001001111 000101101001 11010000111011 1100000111110101MID FUNNEL 110110101000011111 00010010111000101110 0010110011001110110101 111110010000100100111111 10101000111001011011000010 1001000101010001001001000111 1001000101010001001001000111LOWER FUNNEL 1110110111110101010110101011100 1110110111110101010110101011100
    9. 9. UPPER FUNNEL DYNAMIC DISPLAY A NEW KIND OF DISPLAY CAMPAIGNOptimized display campaigns over premium mediaBased on promoted product feed or best selling productsDynamic content embedded in real time
    10. 10. PRETARGETINGNEW DISPLAY ACQUISITION, MID-FUNNEL SOLUTION
    11. 11. IMPLICIT VS. EXPLICIT INTENT
    12. 12. HOW DOES IT WORK? 1 User browses iPod product 2page in shop comparison site Visual recognition algorithms match visited product page and advertiser’s product feed 3 Banner with matching product 4 directs user to advertiser’s siteUser reaches product page, buys or becomes retargeted user
    13. 13. Here’s where it all comes togetherRecognizing, in real time, at which stage user is at in conversionpath and showing her optimized banner based on available data aa
    14. 14. What? Intelligent personalization Big data 1 1st party data f Facebook data
    15. 15. Big data. Big opportunity.60% Potential increase in retailers’ operating margins possible with big data
    16. 16. 1st party data (CRM targeting)Highly valuable internal advertiser’s data that can provide a major boost to a campaign’s performance
    17. 17. a INTENT-BASED TARGETING
    18. 18. OVERLAYING CONSUMER DATA OVER FB DATA
    19. 19. COMPANIES STILL NOT CAPITALIZING ON BIG DATAconsidered their Failure to capitalize on bigorganizations unprepared data translated to lostto handle big data revenues March–April survey among digital marketers
    20. 20. BIG RESULTS FOR COMPANIES WHO DO
    21. 21. Howmuch? Intelligent media buying RTB where to Granular price control
    22. 22. RTB – LEADING THE DATA-DRIVEN SURGE
    23. 23. What’s next in RTB?
    24. 24. GRANULAR PRICE CONTROLAdvertisers can determine pricing per category and product for maximal ROI 17% CPA 13% CPA 8% CPA 5% CPA
    25. 25. Where? New Formats Mobile Video
    26. 26. Video PersonalizationSmart, dynamic data-driven layer WATCH IT
    27. 27. Mobile PersonalizationIn-app retargeting App-to-app retargeting Browser-to-app retargeting
    28. 28. CROSS DEVICE PROFILING The goal:To reach target audience on any device with personalized ads in all formats in single user purchase cycle
    29. 29. EXCITING TIMES AHEAD!
    30. 30. Thank You

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