Presentación de Ryan Manchee, DGMediaMind
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Presentación de Ryan Manchee, Director de Innovation Strategy, DGMediaMind en el Innovation Day Advanced Targeting

Presentación de Ryan Manchee, Director de Innovation Strategy, DGMediaMind en el Innovation Day Advanced Targeting

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Presentación de Ryan Manchee, DGMediaMind Presentación de Ryan Manchee, DGMediaMind Presentation Transcript

  • © 2013 DG Inc. All rights reserved. 1
  • © 2013 DG Inc. All rights reserved.Creating Efficiencies to Connect with the Right AudienceRyan MancheeDirector of Innovation Strategy@rmanchee rmanchee@dgit.com2Finding the Digital Sweet Spot
  • © 2013 DG Inc. All rights reserved.is brewing3Una tormenta
  • © 2013 DG Inc. All rights reserved. 4The pressure is mounting
  • how will youprepare foruna tormenta?© 2013 DG Inc. All rights reserved. 5
  • © 2013 DG Inc. All rights reserved.Towards Convergence6The present media realityOnlineTV
  • © 2013 DG Inc. All rights reserved.Towards Convergence6The dynamics of onlineand the plethora of dataOnlineThe maturity of television andthe quality of video assetsTVMobileSocialAnalyticsThe media reality of tomorrow
  • © 2013 DG Inc. All rights reserved.Fútbol7
  • © 2013 DG Inc. All rights reserved.Política8
  • 9© 2013 DG Inc. All rights reserved.Religión
  • 200510© 2013 DG Inc. All rights reserved.Vatican Crowd
  • 201310© 2013 DG Inc. All rights reserved.Vatican Crowd
  • © 2013 DG Inc. All rights reserved. 11vs5years ago?
  • © 2013 DG Inc. All rights reserved. 125years fromnow?
  • © 2013 DG Inc. All rights reserved. 13CHANGE IS EMOTIONAL:(
  • © 2013 DG Inc. All rights reserved.reír14
  • © 2013 DG Inc. All rights reserved.llorar14
  • © 2013 DG Inc. All rights reserved. 15INTERACTIVETV SDK
  • © 2013 DG Inc. All rights reserved. 16survive!Find a way to
  • © 2013 DG Inc. All rights reserved. 17Strategy & Planning
  • © 2013 DG Inc. All rights reserved. 18[data]Digital Dialogue
  • © 2013 DG Inc. All rights reserved.right ad right timeTV combined with onlines targeting and measurement capabilities.19
  • © 2013 DG Inc. All rights reserved.An average of 3 in 10 onlineads are never actually seenby their target audiences.Where’s the accountability?20Did you know?Where’s the viewability?
  • © 2013 DG Inc. All rights reserved.Visible MessageAudience Time21Verification+ + +
  • © 2013 DG Inc. All rights reserved. 22
  • © 2013 DG Inc. All rights reserved.Smart TradingServices ∙ Data ∙ Smart Versioning ∙ Video©2013 DG Inc. All rights reserved 2
  • Services©2013 DG Inc. All rights reserved
  • © 2013 DG Inc. All rights reserved.DG MediaMind’s Full Service Trading Desk• Clients work with the Trading Specialists to define the campaign scope, parameters,and goals… MediaMind handles the rest• Trusted advisors providing expertise and experience in navigating the complex RTBlandscape25• Category• ContextualContent&Targe+ng• Demographic• GeographicAudience&Targe+ng• Site Re-Targeting• Ad Re-TargetingRe2Targe+ng
  • © 2013 DG Inc. All rights reserved.Execute Creative Across any Channel26Creative TypeStandard BannerIn-Stream Video300 x 250Top&Video&ExchangesExpandable BannerIn-Banner VideoTop&Social&Exchanges
  • Spot On Data©2013 DG Inc. All rights reserved 6
  • • Continuous evaluation and testing of data partners allows us toensure quality and performance• Although we can create custom solutions through any partner,below are our preferred vendors© 2013 DG Inc. All rights reserved.Best of Breed Data Providers28AudienceTargeting∙ Declared Demo∙ Interest ∙ SocialAudienceTargeting∙ Demographic ∙Interest ∙ IntentAudienceTargetingB2BPage LevelData∙ Safety ∙ Quality ∙Category
  • © 2013 DG Inc. All rights reserved.Peer39 Creates a Clean & Targeted Buy29Peer39 helps you determine the true value of every impressionCategoryMeaning and contextQualityThe structure andelements of a pageSafetyObjectionableor misaligned contentEvery page is evaluated pre bid to determine itsquality and safety for the ad.
  • © 2013 DG Inc. All rights reserved.Peer39 Quality Attributes Define the Page30HomepagesCommentsContent RichEnvironmentsUGC / ModeratedUGCAd Count Toolbars / Widgets TransparencyAd 1Ad 3Ad 2Ad Visibility Index
  • Smart Versioning©2013 DG Inc. All rights reserved 11
  • © 2013 DG Inc. All rights reserved.Smart Trading + Smart Versioning = Performance32Identify consumer’s who’ve interactedwith the brand• Clicked Ad• Visited Page• Engaged with Rich Media• Abandoned Sign-upRight Audienceand ContentRight MessageCustomize messaging to individualconsumers based on past action• Visit the Site• Sign-up• Watch the Video• Complete Purchase
  • © 2013 DG Inc. All rights reserved.Smart Trading + Smart Versioning33
  • Video34
  • © 2013 DG Inc. All rights reserved.We believe advertising is now video-centric35• SD/HD• OTT• Smart TV• Mobile TVTV Spots• Desktops• Mobile• Tablets• DOOHOnline Ads• inBanner• inPlayer• inApp• 2nd ScreenStreaming Video
  • © 2013 DG Inc. All rights reserved.Rich Media + Video Across Screens36Use CaseAdIn-Banner In-StreamPrimary ScreenMobileDesktopTechnology+MobileDesktopAds builtentirely inHTML5Non-Interactive(VAST)Interactive(VPAID)Non-Interactive(VAST)Flash +HTML5BackupAds builtentirely inHTML5Desktop ad
  • © 2013 DG Inc. All rights reserved.Reach Audiences Wherever They Watch Video37Pre-RollSocial Media GamesMobileIn-Display IPTV
  • © 2013 DG Inc. All rights reserved.VPAID : video + interactivity38
  • © 2013 DG Inc. All rights reserved.Benefits19
  • © 2013 DG Inc. All rights reserved.Benefits of RTB40RTB provides true benefits by allowing buyers to:Discover Inventory andOptimize Campaigns byEvaluating ResultsManage Data DrivenCampaignsAccurately Price EachImpression – GainEconomic Efficiency
  • © 2013 DG Inc. All rights reserved.Why DG MediaMind?23
  • © 2013 DG Inc. All rights reserved.DG MediaMind Benefit42Holis+c&campaign&management&and&repor+ngImplement&unique&strategies&to&drive&campaign&resultsMediaMind&Trading&Specialists&available&to&answer&any&campaign&ques+onsStrictly&adhere&to&and&manage&content&targe+ng&and&brand&safetyFully&managed&service&for&lower&execu+on&lead&+mes
  • © 2013 DG Inc. All rights reserved.Smart Trading’s Unique Value Proposition43Fully Managed by Trading Experts Full Transparency on Campaign Cost Optimize towards campaign goalsBrand Safety ComponentsIntegrated into the MediaMindPlatform (synced with SV) Cross-media type exchange buyingCPC CPA
  • © 2013 DG Inc. All rights reserved.Case Study - Smart Trading Reduces CPA by 58%44• Goal: Recruit Job-Seekers With Specific Technical Skills• Conversion Event: Completed Online Application• Geography: United StatesStrategy:Use Retargeting with Smart Trading inconjunction with Premium Inventory buysRTB!$1.50PremiumResults:Other&Non*premium&Buys MediaMind&Smart&Trading58%Decrease
  • © 2013 DG Inc. All rights reserved.Emerging Trends – VideoSource: Forrester Report, Online Video RTB Primed For Dramatic Growth, March 2012$0$175$350$525$700$190$387$667201120122013US&Online&Video&RTB&spending&(in&millions)Online Video RTB Spend Will More Than Double in 2012452x
  • © 2013 DG Inc. All rights reserved.DIGITAL VIDEO IS THE BRIDGE NEEDEDTO BRING BRAND MARKETING DOLLARSONLINE IN A MEANINGFUL WAY.-Forrester46
  • © 2013 DG Inc. All rights reserved. 47Video is everywhere
  • © 2013 DG Inc. All rights reserved. 48OVER 3/4 OF GLOBAL CONSUMERSWATCH ONLINE VIDEO – WHETHERPCs, CONNECTED TVs OR MOBILE
  • © 2013 DG Inc. All rights reserved.ADDING DIGITAL TO A TV PLANINCREASES CAMPAIGN IMPACT.-comScore49
  • 50© 2013 DG Inc. All rights reserved.are blurred for consumersLines+MARKETERS
  • © 2013 DG Inc. All rights reserved. 51Pixel perfectnowplanning58%Video & TV together
  • © 2013 DG Inc. All rights reserved. 51Pixel perfect2013+20%marketers will join them
  • © 2013 DG Inc. All rights reserved.Sales Lift Doubles522xonline video vs traditional TV spotsLaurent Faracci, Reckitt Benckiser’s General Manager for MarketingWall Street Journal
  • © 2013 DG Inc. All rights reserved. 53Fuse our thinking
  • © 2013 DG Inc. All rights reserved.Televisiontouchpointsonline54Saw product on TVSearched onlineRead reviewsVisited shopOrdered on mobileSaw a billboard
  • © 2013 DG Inc. All rights reserved.How focused are we on video?55
  • © 2013 DG Inc. All rights reserved. 56“We deliver more spotsthan anyone, anywhere.”50,000 media destinations across 78 countries
  • © 2013 DG Inc. All rights reserved.Convergencia es un matrimonio57
  • © 2013 DG Inc. All rights reserved. 58We started the digital ad revolution
  • © 2013 DG Inc. All rights reserved.We invented rich media advertising59
  • © 2013 DG Inc. All rights reserved.We power premium video advertising60>80% of 2013 Super Bowl Commercials
  • © 2013 DG Inc. All rights reserved.Driving consumerengagement globally61We enabled thefirst dual-screenad campaign
  • © 2013 DG Inc. All rights reserved.360° Campaign Management62Intelligence in AdvertisingUnified AssetManagementAll cross-channel assetsconveniently housed inone placeMulti-ScreenDeliveryStreamline delivery ofad content to multiplescreens anywhereComplete AnalyticsCustomized reporting of contentusage and performanceDelivery of appropriateasset to viewing deviceMedia neutral datadetermines relevantmessageCollates informationon consumerrequirementsPerformance ReachVerification
  • © 2013 DG Inc. All rights reserved. 63x
  • © 2013 DG Inc. All rights reserved.Audience Reach64Simplifying the eco-systemAdAB
  • © 2013 DG Inc. All rights reserved.Audience Reach• Unified asset management distributes cross-platform• Consumer engagement produces intelligent retargeting64Simplifying the eco-systemSpotAdProduct!DATA“Thanks”SpotSpotDATA“Thanks”AB
  • TargetingConsumerNeedsAutoOptimizationof MediaTwo-waycommunicationDeliverRelevancyAccurateAudienceMeasurementDataUtilizationAssetArchivingSocialIntegrationBuyingSolutions© 2013 DG Inc. All rights reserved.Digital Distribution65Cross Platform Campaign Management
  • DSPVerificationViewabilityHTML5TradingACRCPAGRPPlanningAssetsBuyingDistributionDeliveryStandardAdsDCOOptimizationStreamingMobileTVSocialVideoFormatsDataAnalyticsTraffickingProductionStorageArchiveRichMediaTargetingDRWatermarking© 2013 DG Inc. All rights reserved. 66Wherever Advertising is DisplayedStreamlining Processes
  • DSPVerificationViewabilityHTML5TradingACRCPAGRPPlanningAssetsBuyingDistributionDeliveryStandardAdsDCOOptimizationStreamingMobileTVSocialVideoFormatsDataAnalyticsTraffickingProductionStorageArchiveRichMediaTargetingDRWatermarkingDSPTradingPlanningBuyingDeliveryTraffickingTargetingVideo© 2013 DG Inc. All rights reserved. 67Media ModulesThe DG Value offering
  • 9DSPVerificationViewabilityHTML5TradingACRCPAGRPPlanningAssetsBuyingDistributionDeliveryStandardsDCOOptimizationStreamingMobileTVSocialVideoFormatsDataAnalyticsTraffickingProductionStorageArchiveRich MediaTargetingDRWatermarkingProductionFormatsAssetsHTML 5DCORich MediaVideoStandardAds© 2013 DG Inc. All rights reserved. 68Creative ModulesThe DG Value offering
  • © 2013 DG Inc. All rights reserved. 69InsightsAnalyticsyourassetsourplatformallscreensallvideo
  • © 2013 DG Inc. All rights reserved.Multiscreen Analytics70•watermarking spots•brand specificmeasurement / ratings•Industry standard currencyfor TV / Online (GRPs)•TV Ratings, OCR, XCR, etc.+
  • © 2013 DG Inc. All rights reserved.Multiscreen Analytics Platform71
  • © 2013 DG Inc. All rights reserved.TV Spots meet Online Advertising
  • © 2013 DG Inc. All rights reserved. 73
  • © 2013 DG Inc. All rights reserved.Ryan MancheeDirector of Innovation Strategy@rmanchee 972.800.0737 rmanchee@dgit.comGracias. Your turn.