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DIGITAL AT ITS’
BEST
– INTEGRATED,
AUTOMATED AND
MOBILE
Marta Klepka, CEE Digital Director
© 2014. All rights reserved. Vi...
DIGITAL MEDIA
GET SMARTER
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
CEE DIGITAL
LANDSCAPES DO
NOT DIFFER SO
MUCH ;)
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
IF GOGLE WORKS WITH YANDEX,
ANYTHING IS POSSIBLE
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
AUTOMATION
ONLINE DISPLAY HID SERIOUS
INEFFICIENCIES
Source: Rubicon Project
© 2014. All rights reserved. VivaKi. Proprietary and Con...
PROGRAMMATIC INVOLVES THE TRADING
OF MEDIA THROUGH INTEGRATED
TECHNOLOGY PLATFORMS
© 2014. All rights reserved. VivaKi. Pr...
Trading desk makes it a lot simpler and efficient
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
PROGRAMMATIC ≠ RTB
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Programmatic trading starts in CEE
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Source: Magna Global...
5% 5%
12%
0%
2%
4%
6%
8%
10%
12%
14%
Poland Czech Republic Russia
Share of RTB adspends in digital
2012 2013 2014
Growth r...
Private Marketplace = when your direct deal gets
automated
© 2014. All rights reserved. VivaKi. Proprietary and Confidenti...
Pairing inventory with publisher data
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Demographics
Life...
Real return on investment
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
 Goal
Performance campaign
g...
MOBILITY
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Video SocialSearch
Video, search and social go mobile
By 2016 2/3rd of
world’s mobile data
traffic will be video
(Cisco)
4...
Source: gemiusTraffic, gemiusRanking
Shareofpageviews
Mobile+desktop traffic share in Baltic States ~15%
10%
13%
17%
43%
0...
Consumer’s revolution
In Poland every
3rduser bought sth
via smartphone,
every 5th via
tablet
Source: gemiusAdHoc, Q1 2014
MOBILE AD
SPEND WILL BE
GROWING 6X
FASTER THAN
DESKTOP
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Addressing the mobility
Persona
lised
Always
on
Local
Motivati
ng
Adaptive
Convers
ational
Right message
Right time
Right ...
Significantly increase the sales of
household insurance via search campaign
for Aviva Poland
Consumer research led to choi...
Revive the interest and increase sales of Queen’s
juice
First branded mobile application in Bulgaria
Digital paid media su...
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
INTEGRATION
BIG DATA, SMALL
DATA, DATA IS
EVERYWHERE
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
DIGITAL BENEFITING FROM TV FLIGHTS
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
360 DIGITALLY LED CAMPAIGN
Source: Starcom MediaVest Po...
marta.klepka@vivaki.com
@martaklepka
THANK YOU!
& COME TO POLAND
FOR A HUG ;)
© 2014. All rights reserved. VivaKi. Proprie...
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Digital at its best - integrated, automated and mobile_MartaKlepka_GoldenHammer2014

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Transcript of "Digital at its best - integrated, automated and mobile_MartaKlepka_GoldenHammer2014"

  1. 1. DIGITAL AT ITS’ BEST – INTEGRATED, AUTOMATED AND MOBILE Marta Klepka, CEE Digital Director © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  2. 2. DIGITAL MEDIA GET SMARTER © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  3. 3. CEE DIGITAL LANDSCAPES DO NOT DIFFER SO MUCH ;) © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  4. 4. IF GOGLE WORKS WITH YANDEX, ANYTHING IS POSSIBLE © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  5. 5. © 2014. All rights reserved. VivaKi. Proprietary and Confidential. AUTOMATION
  6. 6. ONLINE DISPLAY HID SERIOUS INEFFICIENCIES Source: Rubicon Project © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  7. 7. PROGRAMMATIC INVOLVES THE TRADING OF MEDIA THROUGH INTEGRATED TECHNOLOGY PLATFORMS © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  8. 8. Trading desk makes it a lot simpler and efficient © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  9. 9. PROGRAMMATIC ≠ RTB © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  10. 10. Programmatic trading starts in CEE © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Source: Magna Global forecast 2014
  11. 11. 5% 5% 12% 0% 2% 4% 6% 8% 10% 12% 14% Poland Czech Republic Russia Share of RTB adspends in digital 2012 2013 2014 Growth rates oscillating around 100% y-o-y © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Source: Publicis Groupe agencies local estimation
  12. 12. Private Marketplace = when your direct deal gets automated © 2014. All rights reserved. VivaKi. Proprietary and Confidential.  First look access  Lower floor prices  High impact creative sizes  Restricted auctions  Specific placements on a site  Coupled with publisher data
  13. 13. Pairing inventory with publisher data © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Demographics Lifestyle Category shoppers In-market Brand Real time first party publisher data Gender Families, Dad’s Technology shoppers (dozens of top level retail categories) In-market for laptop, tablet… (hundreds of in-market audiences) In-market for Acer… (thousands of brands)
  14. 14. Real return on investment © 2014. All rights reserved. VivaKi. Proprietary and Confidential.  Goal Performance campaign generating max leads for cash loan (Polish bank)  Strategy Usage of remarketing lists of potential clients who seen the form, but didn’t fill it in, also ads were targeted to those who have seen branding campaign  Results AOD campaign had 61% lower leads costs that in other CPM activations
  15. 15. MOBILITY © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  16. 16. Video SocialSearch Video, search and social go mobile By 2016 2/3rd of world’s mobile data traffic will be video (Cisco) 40%of YouTube's global watch time is mobile 4 December 2014 – Google mobile queries will reach 50% Yandex’s search &other services are location-based and available in mobile versions 78%of Facebook and 76% of Twitter users access service on mobile devices © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  17. 17. Source: gemiusTraffic, gemiusRanking Shareofpageviews Mobile+desktop traffic share in Baltic States ~15% 10% 13% 17% 43% 0% 5% 10% 15% 20% 25% 30% 35% 40% Non-PC generated traffic in CEE Latvia Estonia Lithuania Slovakia Ukraine Croatia MENA Denmark © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  18. 18. Consumer’s revolution In Poland every 3rduser bought sth via smartphone, every 5th via tablet Source: gemiusAdHoc, Q1 2014
  19. 19. MOBILE AD SPEND WILL BE GROWING 6X FASTER THAN DESKTOP © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  20. 20. Addressing the mobility Persona lised Always on Local Motivati ng Adaptive Convers ational Right message Right time Right place Right stymuli Agile Sharable
  21. 21. Significantly increase the sales of household insurance via search campaign for Aviva Poland Consumer research led to choice of timing and formats Campaign optimised for mobile Include click-to-call Click-to-call CTR 13,5% higher than standard 76% increase in no. of contact forms Challenge Results Actions According to Google study 70%of mobile searchers have used „the call button” Source: The Role of Click to Call In the Path to Purchase September 2013; ZenithOptimedia and Performics Poland 2013 Engage the conversation The number of driven calls = no of completed forms! © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  22. 22. Revive the interest and increase sales of Queen’s juice First branded mobile application in Bulgaria Digital paid media suport promoting the app + activity on owned social channels Over 250k downloads and counting! 1st brand application listed in Google Play top free suggestions, no 4 local app on iTunes Challenge Results Actions Source: ZenithOptimedia Bulgaria 2014 7,2% sales volume increase Personalised content at hand © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  23. 23. © 2014. All rights reserved. VivaKi. Proprietary and Confidential. INTEGRATION
  24. 24. BIG DATA, SMALL DATA, DATA IS EVERYWHERE © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  25. 25. © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  26. 26. © 2014. All rights reserved. VivaKi. Proprietary and Confidential. DIGITAL BENEFITING FROM TV FLIGHTS
  27. 27. © 2014. All rights reserved. VivaKi. Proprietary and Confidential. 360 DIGITALLY LED CAMPAIGN Source: Starcom MediaVest Poland 2013-2014
  28. 28. marta.klepka@vivaki.com @martaklepka THANK YOU! & COME TO POLAND FOR A HUG ;) © 2014. All rights reserved. VivaKi. Proprietary and Confidential.

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