Tanzil Bukhari - Why should real-time advertising be on everyone's radar? #ATSNL

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Tanzil Bukhari - Why should real-time advertising be on everyone's radar? #ATSNL

  1. 1. Tanzil BukhariHead of Buyer Relations, EMEA9 May, 2012 Google Confidential and Proprietary
  2. 2. The “tipping point”Advertisinghas fundamentally changed… New consumer behavior and expectations New formats and experiences New technology and players 2 Google Confidential and Proprietary
  3. 3. In this always-on environment …How do you win the moments that matter? Engage Only with a unified platform can you: • anticipate the audience journey Buy Find • deliver engaging creative across channels, devices • in real time • billions of times a day 3 Google Confidential and Proprietary
  4. 4. We believe there are 3 ways to win in display Efficiency Performance Differentiation Google Confidential and Proprietary
  5. 5. Simplify your processes to drive efficiency Buy Potential resource savings & Sell Buy and sell all media via a single interface Create Use data to target Traffic Operational cost ($) buying & optimise Existing effort creatives Greater automation, fewer Report errors Faster insights, Improved efficiency with a single customer view Automated activities at each stage of the buying and selling process help to improve efficiency and productivity 5 Google Confidential and Proprietary
  6. 6. Achieve better performance Engage the user Find and develop audience Buy and sell in real-time• Engaging creative, relevant message • Leverage your data • Access inventory at scale (buy)• Reach users where they are • Create valuable audience segments • Maximise value from non-• Measure impact • Frequency cap across all media guaranteed inventory (sell) • Control what you buy & sell Deliver the right ad, to the right user at the right time 6 Google Confidential and Proprietary
  7. 7. 728 x 90Delivering the right ad … to the right user … at the right time Google Confidential and Proprietary
  8. 8. Dynamic creative means ads re-imagined 8 Google Confidential and Proprietary
  9. 9. Reach people where they are Increased 500% 50% of all 200 million in two years map usage views/day Mobiles aren’t just for talking, they’re for living 9 Google Confidential and Proprietary
  10. 10. 728 x 90Delivering the right ad … to the right user … at the right time Google Confidential and Proprietary
  11. 11. We know more about the consumer journey Improved efficiency 11Source: McKinsey Quarterly, 2009 Google Confidential and Proprietary
  12. 12. Fragmentation is now an opportunity 12 Google Confidential and Proprietary
  13. 13. 728 x 90Delivering the right ad … to the right user … at the right time Google Confidential and Proprietary
  14. 14. Buying in real time Improved efficiency 14 Google Confidential and Proprietary
  15. 15. Create long term value through differentiation Leverage your own or third party data Customise your own technology, your own business models, your own expertise Open Platform Access Audiences and users across geographies, formats and devices 1 5 Google Confidential and Proprietary
  16. 16. 728 x 90Delivering the right ad A unified … to the platform right user brings it all together … at the right time Google Confidential and Proprietary
  17. 17. Manybe simplified into six functionsCan market players … 17 Source: LUMA Partners, 2010; Perfect Market, 2012 Google Confidential and Proprietary
  18. 18. Plan for tomorrow today Do Don’t Buy, create, traffic, measure and optimise all Suffer from inefficient processes in real time on a single platform Plan to own your audience in all markets, on Constantly experiment on each format all formats, in real-time separately (search, display, video, mobile, social) Deliver engaging creative to drive Think only in static formats performance … Ultimately, win all the moments that matter 18 Google Confidential and Proprietary
  19. 19. Thank You.Tanzil BukhariHead of Buyer Relations, EMEA9 May, 2012 Google Confidential and Proprietary

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