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Making Sense of Programmatic Buying - Bydd - Jay Fowdar
Making Sense of Programmatic Buying - Bydd - Jay Fowdar
Making Sense of Programmatic Buying - Bydd - Jay Fowdar
Making Sense of Programmatic Buying - Bydd - Jay Fowdar
Making Sense of Programmatic Buying - Bydd - Jay Fowdar
Making Sense of Programmatic Buying - Bydd - Jay Fowdar
Making Sense of Programmatic Buying - Bydd - Jay Fowdar
Making Sense of Programmatic Buying - Bydd - Jay Fowdar
Making Sense of Programmatic Buying - Bydd - Jay Fowdar
Making Sense of Programmatic Buying - Bydd - Jay Fowdar
Making Sense of Programmatic Buying - Bydd - Jay Fowdar
Making Sense of Programmatic Buying - Bydd - Jay Fowdar
Making Sense of Programmatic Buying - Bydd - Jay Fowdar
Making Sense of Programmatic Buying - Bydd - Jay Fowdar
Making Sense of Programmatic Buying - Bydd - Jay Fowdar
Making Sense of Programmatic Buying - Bydd - Jay Fowdar
Making Sense of Programmatic Buying - Bydd - Jay Fowdar
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Making Sense of Programmatic Buying - Bydd - Jay Fowdar

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Making Sense of Programmatic Buying

Making Sense of Programmatic Buying

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  • 1. The Sony Xperia Z1 launch: brand uplift through programmatic buying Ross Nicol Dr Jay Fowdar Chief Product Officer Jay.fowdar@byyd-tech.com
  • 2. Programmatic Buying Ecosystems Real Time Bidding Data Social data tools Data suppliers DMP (Data management platform) Data exchanges Ad Exchange SSPTrading Desk Ad Server Advertiser Media Agency Ad Server Publisher Affiliate Network Sales House Ad. Network Buying Solutions AudienceAdvertisement Investment $£ € Metrics Audience Metrics Web Analytics Post Evaluation(ad effectiveness)
  • 3. What we are… We are specialists in delivering results through programmatic buying solutions across mobile display.
  • 4. Programmatic buying… [Definition] "The use of technology to automate processes and the use of math to improve results. It is the future of marketing, available now.” Source: Adexchanger (14/02/13)
  • 5. The Sony Xperia Z1 launch: brand uplift through programmatic buying Campaign Details and Methodolgy
  • 6. Robust methodology Pioneering Mobile Methodology utilising byyd’s Precision Audience Engine to overcome traditional cookie based approach. Statistically Robust Total Sample : 438 users Exposed n=219, Control n=219 Total Sample Exposed Control Demographic Demographic Key brand Questions Key brand Questions Precision Audience Engine Mobile Effectiveness Studies Demographics across the cells matched to ensure non-biased audience ? ?
  • 7. Sony Xperia Z1 The question from Sony and MediaCom: Does mobile advertising work? The brief Establish how effective the Sony mobile advertising campaign had performed in terms of consideration, preference and conversion. The strategy byyd partnered with market research firm On-Device Research (ODR) By matching byyd’s Precision Audience Engine identifiers to ODR’s identifiers, byyd determined the uplift between exposed vs. non-exposed audiences Market first using byyd’s Precision Audience Engine
  • 8. Sony Xperia Z1 User is prompted to tap to expand for more product information and to pre-order by a clear, concise call to action Product showcase animation showing phone’s features including it’s ultra slim build and Sonny G lens More product features including the Xperia Z1’s waterproof casing lead to a clear pre order page with bold call to action
  • 9. Sony Xperia Z1 The answer from byyd and ODR: Yes • Awareness: Spontaneous brand awareness raised from 37% among non-exposed audiences, to 60% among exposed • Consideration: Exposed audiences twice as likely to consider solely an Experia Z1 as their next phone • Preference: Very likely to buy' doubled among exposed audiences, 'very unlikely to buy' halved • Conversion: Among exposed audiences, very/somewhat likely to buy increased from 49% to 64%
  • 10. Sony Xperia Z1 Shortlisted for The Drum’s Digital Trading Awards 2014 - see digitaltradingawards.com byyd’s proactive approach to this brief was refreshing; they were eager to find a third party to provide a solution that met our needs and delivered results for the campaign. Their levels of service from start to finish were excellent. Freddie Taylor, Senior Buyer, MediaCom “ We’re extremely happy with byyd’s ability to deliver highly interactive creative resulting not only in a great mobile campaign that drove great high levels of engagement but one that is also proven to have benefited our brand Daniela Federici, Marketing Manager, Sony “
  • 11. The Sony Xperia Z1 launch: brand uplift through programmatic buying Further Insights
  • 12. Which of these describes how you feel about the Xperia Z1? 7% 14% 16% 27% 14% 15% 35% 31% 22% 12% 5% 2% EXPOSED: Xperia Z1 from Sony NON EXPOSED: Xperia Z1 from Sony It's the only one I'd consider I'd consider it above most others It's one I'd consider along with others It's one I'd consider, but only after others I am unlikely to consider it I would never consider it Any Consideration: 62% 45% Significantly higher/lower. Tested at 95% confidence interval. Country: UK Date: October 2013 Base: Exposed (219), Non Exposed (219) Those exposed to the campaign are significantly more likely to consider an Xperia Z1 from Sony.
  • 13. 49% of those exposed claim they are very/somewhat likely to purchase an Xperia Z1 from Sony. Which of these describes how you feel about the Xperia Z1? Significantly higher/lower. Tested at 95% confidence interval. Country: UK Date: October 2013 Base: Exposed (219), Non Exposed (219) 17% 28% 13% 20%21% 22% 31% 21% 18% 9% EXPOSED: Xperia Z1 from Sony NON EXPOSED: Xperia Z1 from Sony Very likely Somewhat likely Neither likely nor unlikely Somewhat unlikely Very unlikely 49% 30%Very/Somewhat likely:
  • 14. Those who had a positive feeling provoked by the advertising, what is their consideration and purchase intent? Significantly higher/lower. Tested at 95% confidence interval. Country: UK Date: October 2013 Base: Exposed (219), Non Exposed (219) 62% 49% 79% 64% Any Consideration Very/Somewhat likely to purchase Total Exposed Had a positive Feeling provoked by advertising
  • 15. Spontaneous brand awareness for Sony is significantly stronger amongst those exposed to the campaign. Thinking about Smartphone Manufacturers, which brands come to mind? Sony Exposed Non Exposed 60% 37% Significantly higher/lower. Tested at 95% confidence interval. Country: UK Date: October 2013 Base: Exposed (219), Non Exposed (219)
  • 16. • Programmatic buying and Mobile RTB provides a mechanism to enable Device ID led research • Brand Effectiveness was shown by: i. Exposed Users showing Uplift in Product Consideration and Purchase Intent ii. Exposed Users showing Uplift in Brand Awareness Summary
  • 17. The Sony Xperia Z1 launch: brand uplift through programmatic buying Thank You Jay.Fowdar@byyd-tech.com

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