RTB Update 3 - Rupert Staines, RediumOne
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  • 1. Enterprise Platform Helping You Grow and Win new Business Rupert Staines, MD EMEA November 19, 2013 1
  • 2. Your audience is everywhere 2
  • 3. RadiumOne What we do. RadiumOne builds intelligent software that automates media buying, making big data actionable for marketers, and connects them to their next customer. 3
  • 4. Programmatic Everything We believe: In 5 years, 95% of digital marketing will be automated by software. Tens of billions of real-time impressions each 〉  We tap day across the Web, video, social and mobile to reach consumers in real-time no matter where they are. 〉  Our software uses artificial intelligence to aggregate, book, flight, analyse and optimise all forms of digital media 〉  Our tools and methodologies increase the relevance and personalisation of ads through sophisticated algorithms that find valuable characteristics, gauge consumer behaviours, and target ads with laser focus to the right audiences. 4
  • 5. What about the world is changing that makes innovation necessary? Data is complex Buying is difficult Value is hard to understand 5
  • 6. CONVERSATION ECONOMY! Every marketer is now a publisher Every publisher is now a marketer Every consumer is now both 6
  • 7. Big Data is Social: Socialization of Information 7
  • 8. Known Unknown ⏏   8
  • 9. Leaking Data…..? 9
  • 10. AUDIENCE IS EVERYWHERE 10
  • 11. Big Data Building the seed from 1st party data Advanced link shortener Aggregated sharing tool for publishers Users searching for & sharing relevant terms Users Interacting with Shortened Po.st URL from FB, TW, or Posted Content #HashTag & @Handle Targeting Defined Demo Data Mobile targeting cross-platform @Hyundai   @Sonata   @Pickyourteam   #SUV  #sedan,   #superbowlcommercials,     #innova7on,  #midsizecar   11
  • 12. LATENCY Relevance, Right Time, Right Place…. 1st vs. 3rd PARTY DATA! 12
  • 13. The Importance of Fresh Data Overall Conversion Rate 100.0%   90.0%   80.0%   70.0%   60.0%   50.0%   40.0%   30.0%   20.0%   10.0%   0.0%   1   3   5   7   9  11  13  15  17  19  21  23  25  27  29  31  33  35  37  39  41  43  45  47  49  51  53  55  57  59  61  63  65  67  69  71  73  75  77  79  81  83  85  87  89   Cumula7ve  %  of  all  impressions   Cumula7ve  %  of  all  conversions   Although less than 5% of impressions were served on the first day, these impressions accounted for more than 40% of all conversions.  Source: RadiumOne, 2013 13
  • 14. Activation….. 14
  • 15. Dynamic Data Identifies Real-Time Interest social connections mobile Interested Consumers Right Now 15
  • 16. Social and Mobile are Overlapping ‘Social’ is by nature ‘mobile’ 55%+ of all sharing and engagement happens on a mobile device 16
  • 17. Branded Content : Native Ads Make Advertising Information….. •  Built on content experiences •  Informed by proprietary data and insights •  Presented to audiences at scale via brand messages within engaging formats •  Optimised for Social Engagement 17
  • 18. In Summary….. 18
  • 19. Platform Stack DMP Single customer view DSP 19
  • 20. Scale, Precision, Transparency Core Capabilities Intelligence   Big  Data:   Proprietary,     1st  party  data   Ac7va7on   Ar7ficial  Intelligence:     Decision-­‐making   Amplifica7on   Program  management   Insights   Mone7sa7on   Applica7ons:   Ac7onable  consumer   behaviour  tracking     Leverage  data  from  all   consumer  touchpoints   Brand  ac7va7on   Content  distribu7on   Adver7sing   Understand,  segment   and  amplify  audiences   20
  • 21. #thanks 21
  • 22. Protecting Data 〉  The integrity and security of a Client’s data is paramount to us 〉  All cookie matching is anonymous 〉  Audience Data(ShareGraph) modeling or any other approved use case is strictly segregated 〉  Unavailable to anyone else for any other purpose 〉  Accessible only to users approved by Client 〉  Transparency 〉  Clients are welcome to audit our operations upon demand 〉  We uphold strict data protection standards 〉  We do not use Personally Identifiable Information (PII) in ad targeting 〉  We are certified by the NAI, IAB, PrivacyChoice, EDAA 〉  We are one of only a select number of partners asked to work with Facebook (FBX) Private  &  Confiden7al  -­‐  22   22
  • 23. R1 DSP-DMP & Customer 360 Similar  Products  for  different  use  cases Display     RTB   Mobile   RTB   Video   RTB   FBX   Push   Email   R1  DSP-­‐DMP   Social   Site   Call   Center   360’  View  of  Customer   Audience  Crea7on  &  Ac7va7on   Anonymiser   Insights   Customer  Data  Store   Anonymous  Digital  Persona  Data  Store     Planning   De-­‐ Anonymiser   Data  Inges7on  &  Cleansing   SDKs   Po.st   Ad  (Non  PII)   3rd  Party   3rd  Party   POS   Internal     Marke7ng  (PII)   23
  • 24. Managed Service: Join the Dots… 〉  Minimise internal development and integration risk from data to delivery 〉  Realise significant time-to-market benefits 〉  Leverage a state-of-the-art integrated ad tech stack INTELLIGENCE R1 DMP INSIGHT R1 PAI* ACTIVATION R1 DSP 〉  *Predictive Algorithmic Insight 24
  • 25. Roadmap to Success 〉  White label solution Help Clients, their Agencies, and Publishers to drive new business 〉  Data Protect both publisher and brand audience data 〉  Minimise integration risk and hidden costs Increase speed-to-market 〉  Performance Generate performance based on in-market customers 〉  Integration Offer tightly integrated DSP capabilities, enabling a significant increase in transparency, frequency, amplification and audience extension leading to engagement and conversion 〉  Insights Provide ‘Actionable’ commercial insight around audience 25