Google Director of Project Management Rohit Dhawan - Tech Platforms

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Google Director of Project Management Rohit Dhawan's presentation from the Agile Media AdaptLab at The IPA's Agility Adaptathon in London where he compares the technology platforms of the city and the …

Google Director of Project Management Rohit Dhawan's presentation from the Agile Media AdaptLab at The IPA's Agility Adaptathon in London where he compares the technology platforms of the city and the media. Learn more about Agility www.ipa.co.uk/adapt/agility & on Twitter #ipadapt

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  • 1. Weekly Google.com queries by platform (US) Mobile
  • 2. 80% time spent in apps
  • 3. Multiple identities Mobile Apps Mobile Web Desktop
  • 4. Open Auction Multiple programmatic options 4 Preferred Deals Ideal for publishers with strong brands who want to build 1:1 programmatic relationship with a buyer. Private Auctions Highest Revenue Potential Highest CPM Potential Ideal for everyone. Massive demand from thousands of advertisers. Ideal for publishers with strong brands who want to restrict supply and pricing to select buyers.
  • 5. Brand dollars are also going programmatic Brand spend (today) Brand spend (tomorrow)
  • 6. “ During this year’s Black Friday weekend, we went from working more than 100 hours to around 30 hours year-over-year. -Beth Bridenstine, Digital Director, Mindshare US Source: Mindshare Partners with DoubleClick to Make Smarter Decisions
  • 7. Neo@Ogilvy / Iberostar Case study Source: Neo@Ogilvy consistently delivers better performance at lower cost to clients with DoubleClick Digital Marketing Situation Approach Results ? • 687 different combinations • 87% reduced budgets • Increased conversion rate by 400% • Decreased CPA by 42% • Campaign ROI increased by 38% • Use personalised offers • Demo: 7 audience segments • Contextual: Promote hotels in users nearby geo areas • Behavioural: customer journey point into account • Creative to change dynamically based on above criteria • Iberostar: top 5 ES hotel chain • Domestic sales (30% of total) decreasing • Customer insight: Spaniards to reduce travel costs • Goal: Max Reach, RSVPs, and reduce acquisition costs