Focusing on the advertiser: How can new technologies
maximize the value of invested ad money?
Dr. John M. Lervik, CEO and ...
Some key market trends
• Consumers goes online – new business models being defined
• Everything (TV, news, music, games, e...
Who?

What?

Where?
When?

The power of user insight
… and how it defines the future of online advertising
4th V
=
Business Value of
Big Data
5
Big data (= consumer insight) is the new oil
Google and Amazon dominate the online advertising
and e-commerce value chains...
360° consumer insight

7
Consumer insight: User profile

CONTEXT
BEHAVIOR

DEMOGRAPHICS
SEMANTICS

8
Consumer insight: Audience segments

Use audience reports to
discover and create
relevant segments
Follow segments across
...
Knowing your audience is key to success

Brand affinity
and protection

Interest and
intent

Flexible
advertising
products...
Intuitive analytics dashboards for marketing
and editorial teams

ANALYZE TRENDS AND POPULARITY

SLICE AND DICE DATA
FOR D...
Vision

16.10.2013

12
Good old days: Advertisers and publishers with
direct engagement

Traditional advertising:
•

Direct relationship between ...
Today: Market power shifted towards advertising
intermediators eroding advertiser and publisher values

50-80% of
advertis...
Premium context…

16.10.2013
Context matters...

16.10.2013
Tomorrow: Advertisers should be able to engage effectively
with media distribution based on consumer insight

Advertisers ...
Example 1: Retailer & Publisher innovation

Trumf data

When Trumf members
visit the Trumf site,
defied key purchase
and u...
Example 2: Airline & Publisher innovation

Eurobonus data

When a Eurobonus
customer book a ticket,
defined key program
us...
Big Data at the center of digital media:
Attractive and effective advertising ROI
AUDIENCE SEGMENTATION
WEBSITE CONTENT OP...
Summary
• Advertisers should leverage customer data by
partnering with premium media companies
– Transparency and control
...
Connect with Cxense
www.cxense.com

https://twitter.com/cxense
www.facebook.com/cxense
www.linkedin.com/company/cxense
htt...
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Focusing on the advertiser: How can new technologies maximize the value of invested ad money?

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Presentation by Cxense CEO, Dr. John M. Lervik, at Norway's AD Day Oct. 2013, discussing how new technologies can maximize the advertisers' value of invested ad money.

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Focusing on the advertiser: How can new technologies maximize the value of invested ad money?

  1. 1. Focusing on the advertiser: How can new technologies maximize the value of invested ad money? Dr. John M. Lervik, CEO and co-founder
  2. 2. Some key market trends • Consumers goes online – new business models being defined • Everything (TV, news, music, games, etc.) goes online too • Online goes mobile, with unprepared advertisers and media • Consumer insight (a.k.a. Big Data) is becoming critical – Great user experiences – Effective advertising and e-commerce • Online advertising value chain controlled by a few large players, who also control the data – Media companies losing track of the advertising sales process – Online advertising prices pushed down for publishers, but not necessarily higher ROI for advertisers. Why? 16.10.2013 3
  3. 3. Who? What? Where? When? The power of user insight … and how it defines the future of online advertising
  4. 4. 4th V = Business Value of Big Data 5
  5. 5. Big data (= consumer insight) is the new oil Google and Amazon dominate the online advertising and e-commerce value chains, respectively The common denominator for success is the ability to leverage user data to provide better services Lacking these capabilities other online companies have lost terrain in the battle for user attention … and it is the users that generate the oil
  6. 6. 360° consumer insight 7
  7. 7. Consumer insight: User profile CONTEXT BEHAVIOR DEMOGRAPHICS SEMANTICS 8
  8. 8. Consumer insight: Audience segments Use audience reports to discover and create relevant segments Follow segments across campaigns with unified targeting and reporting 9
  9. 9. Knowing your audience is key to success Brand affinity and protection Interest and intent Flexible advertising products Demographics 10
  10. 10. Intuitive analytics dashboards for marketing and editorial teams ANALYZE TRENDS AND POPULARITY SLICE AND DICE DATA FOR DEEP INSIGHTS CAPTURE CUSTOMER DATA IN REAL-TIME ACROSS ALL DEVICES MONITOR AND TAKE ACTION ON TRAFFIC PATTERNS STAY IN CONTROL WITH CUSTOMIZABLE REAL-TIME WALLBOARDS CAPTURE CUSTOM EVENTS FROM YOUR BUSINESS SYSTEMS UNDERSTAND HOW CUSTOMERS INTERACT WITH YOUR CONTENT 11
  11. 11. Vision 16.10.2013 12
  12. 12. Good old days: Advertisers and publishers with direct engagement Traditional advertising: • Direct relationship between publisher and advertiser • 100% of advertising spend going to distribution
  13. 13. Today: Market power shifted towards advertising intermediators eroding advertiser and publisher values 50-80% of advertising spend going to middle-men
  14. 14. Premium context… 16.10.2013
  15. 15. Context matters... 16.10.2013
  16. 16. Tomorrow: Advertisers should be able to engage effectively with media distribution based on consumer insight Advertisers and media companies with transparent partnership around big data and innovative advertising products
  17. 17. Example 1: Retailer & Publisher innovation Trumf data When Trumf members visit the Trumf site, defied key purchase and user data is made available A Trumf tailor-made ad campaign routing the customer to a specific KIWI shop with a specific product offering Trumf member Trumf members visiting online site Amedia data Trumf data Secure combination of Trumf user profile and Amedia profile used for ad matching 18
  18. 18. Example 2: Airline & Publisher innovation Eurobonus data When a Eurobonus customer book a ticket, defined key program user data is made available Next time a Eurobonus customer visiting a publisher site individual personalized ads or promotions can be displayed Eurobonus member Eurobonus members book tickets online Amedia data Eurobonus data 19
  19. 19. Big Data at the center of digital media: Attractive and effective advertising ROI AUDIENCE SEGMENTATION WEBSITE CONTENT OPTIMIZATION EDITORIAL CONTROL CAMPAIGNS TARGETED E-MAIL MARKETING TARGETED PROMOTIONS AND COUPONS PERSONALIZED WEBSITE EXPERIENCES MARKETER AUDIENCE BEHAVIORAL AUDIENCE REPORTS DASHBOARDS USER PROFILING USER REGISTRATION DATA PRODUCT DATA PURCHASE HISTORY COMPANY DATA SUBSCRIPTIONS LOCATION DATA 1ST PARTY DATA CONTEXT SOCIAL LOCATION DEVICE 3RD PARTY DATA 20 16.10.2013
  20. 20. Summary • Advertisers should leverage customer data by partnering with premium media companies – Transparency and control • Optimize marketing mix (of advertising products) – Both branding and performance-based advertising • Demand unified reporting and dashboards – ROI, Learning 21
  21. 21. Connect with Cxense www.cxense.com https://twitter.com/cxense www.facebook.com/cxense www.linkedin.com/company/cxense http://youtube.com/cxenseTeam 22

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