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Unifying The Brand With RTB
Gary Milner
Director, Global Digital Marketing Strategy
Lenovo
3
STRANGER IN A STRANGE LAND
Alan Partridge
Geordie accent problems - YouTube
4
Life Philosophy And Digital
“ We overestimate the potential of
technology in the short term,
underestimate in the long t...
66
 A $34B global
personal technology company
with 30,000 people and
customers in 160+ countries.
77
A Global Matrixed Organization
2013 LENOVO
CHINA
AMERICAS
ASIAPACIFIC
EMEA
THINK
BUSINESS GROUP
LENOVO
BUSINESS GROUP
G...
8
A View of Media and Digital Myths
 A View Of How Digital Media Is Bought And Will Be Bought
Content Marketing, Platfo...
9
MEDIA - THE BUSINESS OF WASTE MANAGEMENT
 For every 100 Display/Video Impressions there are
– Up to 3 clicks (3%)
– Cos...
11
MYTH 1 REALITY
NO REACH
How do you reach the right
Audience at the right time
Efficiently with the right
creative?
37BA...
12
MYTH 2 REALITY
LACKS
ACCOUNTABILITY
13
MYTH 3 REALITY – IT IS, BUT SOLVEABLE
COMPLEX + WASTEFUL
14
MYTH 4 – Premium vs Long Tail REALITY – “Eye of the beholder”
Which is Premium and Why?
“Premium is not site size or sa...
15 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
MEDIA, THE OLD WAY
16
Bought with insertion orders
HOW IS DIGITAL MEDIA BOUGHT TODAY?
17
REMEMBER THIS?
How do you reach the right
Audience at the right time
Efficiently with right creative?
Global Pop = 7bn
18
HISTORY REPEATS – MASSIVE INVENTORY DRIVES AUTOMATION
Unified cross payment system designed to replace
merchant by merc...
19
HISTORY REPEATS - DIGITAL MEDIA
20
DIGITAL DRIVES PLATFORM MODELS – VIDEO
21
…AND NOW CONTENT MARKETING DRIVES AUTOMATION
22
THE FUTURE IS HAPPENING NOW - CONTENT MARKETING
23
Marketing – The New Way Marketing – The Old Way
“The new marketing landscape is about
earning ownership of the experien...
24
PLATFORMS PROVIDE SCALABLE CONTENT AMPLIFICATION
25
High
Volume
System Buy
Variety of
Media
In real Time
Globally
Dynamically
Adjusted
Based On
Results
Multi device
PREMIU...
26
High
Volume
System Buy
Variety of
Media
In real Time
Globally
Dynamically
Adjusted
Based On
Results
Multi device
PREMIU...
27
PLATFORM STRATEGY BENEFITS ……
Country
Agencies
Geo Marketing
Business Unit
WW Advertising
Digital COE
 ALIGN THE ORGAN...
29
CAMPAIGN EXAMPLE – COST REDUCTION
YOGA Q3 LAUNCH vs Q4 TEST
• PLATFORM COSTS 7-10X LOWER
THAN INITIAL LAUNCH COST ON CP...
30
EXAMPLE - DYNAMICALLY OPTIMIZE TO SHARES
RESULTS
For every one view there was 1 share
For every view there were 2 share...
31
DYNAMIC OPTIMIZATION TO VIEW TIMES
Mass Media
60% of
Impressions
40%
Completion
Rate
Tech Media
40% of
Impressions
80%+...
33
 Video, Search and Social Advertising
Are Key Growth Areas For Online $
 Complexity increasing
– Media Outlets, Ad ty...
36
 Programmatic buying and real-time bidding will account for about 25% of all online
video ad spend in 2014, according ...
37 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
Gary milner
Gary milner
Gary milner
Gary milner
Gary milner
Gary milner
Gary milner
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Transcript of "Gary milner"

  1. 1. Unifying The Brand With RTB Gary Milner Director, Global Digital Marketing Strategy Lenovo
  2. 2. 3 STRANGER IN A STRANGE LAND Alan Partridge Geordie accent problems - YouTube
  3. 3. 4 Life Philosophy And Digital “ We overestimate the potential of technology in the short term, underestimate in the long term” “Value is in the eye of the beholder”
  4. 4. 66  A $34B global personal technology company with 30,000 people and customers in 160+ countries.
  5. 5. 77 A Global Matrixed Organization 2013 LENOVO CHINA AMERICAS ASIAPACIFIC EMEA THINK BUSINESS GROUP LENOVO BUSINESS GROUP GLOBAL OPERATIONS CUSTOMER-DRIVEN FRONTEND INTEGRATED BACKEND
  6. 6. 8 A View of Media and Digital Myths  A View Of How Digital Media Is Bought And Will Be Bought Content Marketing, Platforms And RTB Strategy On Brand Media Measurement And Investment Benefits To Lenovo With Examples TODAY’S TALKING POINTS
  7. 7. 9 MEDIA - THE BUSINESS OF WASTE MANAGEMENT  For every 100 Display/Video Impressions there are – Up to 3 clicks (3%) – Cost variation w video (1c a view to 25c a view) – Up to 2% engagement in the content – Up to 80% of people watch a whole video ad  For Every Search keyword there are – No wasted impressions (they are free) – At best 5% will click on the ad  For every TV ad – 40% will dvr it and skip the ad – 40%+ will pick up a second screen during the ad  Social – 1 in 6 will see a social posting – Up to 5% will engage and share in the content Seen Not Seen
  8. 8. 11 MYTH 1 REALITY NO REACH How do you reach the right Audience at the right time Efficiently with the right creative? 37BAccess 37+ billion Impressions daily 40+Buy inventory From 40+ countries Multiple Devices
  9. 9. 12 MYTH 2 REALITY LACKS ACCOUNTABILITY
  10. 10. 13 MYTH 3 REALITY – IT IS, BUT SOLVEABLE COMPLEX + WASTEFUL
  11. 11. 14 MYTH 4 – Premium vs Long Tail REALITY – “Eye of the beholder” Which is Premium and Why? “Premium is not site size or safety it is site value to consumer “
  12. 12. 15 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED. MEDIA, THE OLD WAY
  13. 13. 16 Bought with insertion orders HOW IS DIGITAL MEDIA BOUGHT TODAY?
  14. 14. 17 REMEMBER THIS? How do you reach the right Audience at the right time Efficiently with right creative? Global Pop = 7bn
  15. 15. 18 HISTORY REPEATS – MASSIVE INVENTORY DRIVES AUTOMATION Unified cross payment system designed to replace merchant by merchant systems The entire end-to-end task of looking for a flight, reserving a seat and then writing up the ticket could take up to three hours in some cases, and 90 minutes on average. At first, it was merely a computer bulletin board system and did not actually connect buyers and sellers
  16. 16. 19 HISTORY REPEATS - DIGITAL MEDIA
  17. 17. 20 DIGITAL DRIVES PLATFORM MODELS – VIDEO
  18. 18. 21 …AND NOW CONTENT MARKETING DRIVES AUTOMATION
  19. 19. 22 THE FUTURE IS HAPPENING NOW - CONTENT MARKETING
  20. 20. 23 Marketing – The New Way Marketing – The Old Way “The new marketing landscape is about earning ownership of the experiences where your products are used and brands are shaped…”CONTENT MARKETING” “Impression Marketing Increasingly Ineffective”
  21. 21. 24 PLATFORMS PROVIDE SCALABLE CONTENT AMPLIFICATION
  22. 22. 25 High Volume System Buy Variety of Media In real Time Globally Dynamically Adjusted Based On Results Multi device PREMIUM MEDIA- OLD WAY Value Should Be Beyond The Impression … LENOVO NEW WAY – PLATFORM DRIVEN PLATFORM BUYING + MEASUREMENT STANDARD METRICS Buy Audience Dynamically Amplify Premium Content On Platforms Premium Buying Should Be - Metrics Driven - Contextual (Tech) - Program Based (content/contests/social) NOT SITE BASED LENOVO BRAND MARKETING INVESTMENT– DATA DRIVEN
  23. 23. 26 High Volume System Buy Variety of Media In real Time Globally Dynamically Adjusted Based On Results Multi device PREMIUM MEDIA- OLD WAY Value Should Be Beyond The Impression … LENOVO NEW WAY – DATA DRIVEN PLATFORM BUYING + MEASUREMENT STANDARD METRICS Completion Rates Brand Consideration Lift CTR CPV Move Investment in Media and Creative by Metrics Buy Audience Dynamically “VIDEO EXAMPLE” LENOVO BRAND MARKETING INVESTMENT– DATA DRIVEN Amplify Premium Content On Platforms
  24. 24. 27 PLATFORM STRATEGY BENEFITS …… Country Agencies Geo Marketing Business Unit WW Advertising Digital COE  ALIGN THE ORGANIZATION  REDUCES MEDIA WASTE THROUGH METRICS  DRIVES CREATIVE EFFICIENCIES - TESTING  IMMEDIATE SCALE WITH TRANSPARENCY AND BRAND SAFETY  RESPOND TO RAPID CHANGE STANDARD METRICS (Video) Completion Rate Brand Consideration Lift CPV CTR PLATFORM BUYING + MEASUREMENT Supports Search / Social Display / Video High Volume System Buy Variety of Media In real Time Globally Dynamically Adjusted Based On Results Multi device LENOVO NEW WAY – DATA DRIVEN
  25. 25. 29 CAMPAIGN EXAMPLE – COST REDUCTION YOGA Q3 LAUNCH vs Q4 TEST • PLATFORM COSTS 7-10X LOWER THAN INITIAL LAUNCH COST ON CPV • SAME AUDIENCE TARGET • HIGHER COMPLETION RATE >80% • ACHIEVED 70% BELOW CONTRACT COST
  26. 26. 30 EXAMPLE - DYNAMICALLY OPTIMIZE TO SHARES RESULTS For every one view there was 1 share For every view there were 2 shares 1. Campaign 100% EFFICIENCY IMPROVEMENT IN MOVING WEIGHTING 2. Product Video
  27. 27. 31 DYNAMIC OPTIMIZATION TO VIEW TIMES Mass Media 60% of Impressions 40% Completion Rate Tech Media 40% of Impressions 80%+ Completion Rate Product Video Dynamic Remix To Tech
  28. 28. 33  Video, Search and Social Advertising Are Key Growth Areas For Online $  Complexity increasing – Media Outlets, Ad types, Volume of placements, Devices, Data Complexity  Creativity Online at New Levels – Stellar Ad Units  Millenial Audience that Engages  Need To Amplify Successful content The Time is Right For Brand Drive Programmatic Marketing.
  29. 29. 36  Programmatic buying and real-time bidding will account for about 25% of all online video ad spend in 2014, according to a new report released by Forrester and commissioned by SpotXchange, a global ad marketplace.  Real-time bidding more then doubled from 2011 to 2012, representing the fastest growing segment of the online video business, Forrester says. The sector is slated to grow more than 70% this year. DATA
  30. 30. 37 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
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