• Save

Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

The brand exchange

on

  • 2,511 views

Digital Marketing needs to change. Digital media has long been seen as a direct response channel. With the advent of ad exchanges, that dubious distinction threatens to strengthen. ...

Digital Marketing needs to change. Digital media has long been seen as a direct response channel. With the advent of ad exchanges, that dubious distinction threatens to strengthen.
But not for long. Digital media and ad exchanges specifically can be used as Brand impacting channels, if used intelligently.
Shalabh

Statistics

Views

Total Views
2,511
Slideshare-icon Views on SlideShare
2,429
Embed Views
82

Actions

Likes
10
Downloads
0
Comments
0

10 Embeds 82

http://chasingthestorm.com 42
http://lifeinafastlane.blogspot.com 11
http://lifeinafastlane.blogspot.in 8
http://www.lifeinafastlane.blogspot.com 6
http://lifeinafastlane.blogspot.ru 6
http://www.linkedin.com 4
http://www.lifeinafastlane.blogspot.co.uk 2
http://lifeinafastlane.blogspot.co.il 1
http://paper.li 1
https://www.linkedin.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Historically exchanges have been widely utilised by agencies and clients as an effective way to drive DR goals… but for building brand? Can this channel ever be utilised to achieve branding goals? Could a brand-focused client take advantage of the available reach and frequency that exchanges offer?
  • Each colour represents a site. Orange site reach users 4 times. If freq is impt in campaign goal, the orange will get more credit for conversionsBigger bubble, more credit publisher will get. And we don’t ignore the rest of the publisher. Bigger ad size, stronger the message. If brand awareness is a goal, should consider ad size and give more credit to the bigger size bannerRich Media = Can adjust the weighting of the 4 factors – which is more impt in our campaign goals
  • No longer just agency->publisher-> client
  • Complex space- and so dynamic that it is scary to put a chart like this together. Completely new categories emerge even before you can say ‘DSP’ and platforms changing shapes faster than you could realize. Many overlaps in this space- ad servers and creative optimization companies for example have a direct overlap across many areas.

The brand exchange The brand exchange Presentation Transcript

  • The Brand Exchange
    Shalabh Pandey at “MediaMind Digital Experience Day” Singapore Oct 2010
  • The way media is bought and sold
    Digital Media Inventory
    ChasingTheStorm.com
  • Typical Media Evaluation
    Most efficient in driving sales
    Where are Brand Metrics?
    Max absolute sales leads
    Most efficient response driver
    Least Total spend
    (Is buying cheap good?)
    Least upfront CPM cost
    (Is buying cheap good?)
    Highest
    impressions
    Max absolute response/clicks
    Really?
    Response to creative
    ChasingTheStorm.com
  • Brand Impact happens at multiple levels
    Death of last click/impression attribution?
    Week 1
    Week 2
    Week 3
    Week 4
    C
    Frequency
    Recency
    Engagement ROI
    =
    Ad Size
    Rich Media
    ChasingTheStorm.com
  • Messaging and formats have differential impacts
    Audience response to ad quality
    ChasingTheStorm.com
  • No
    longer
    linear
    direct
    response
    Preference and purchase intent
    is moulded at multiple levels
    ChasingTheStorm.com
  • Change. It’s knocking.
    And brands are waiting to vote
    ChasingTheStorm.com
  • Shift happens
    Buy audience, not sites. Then see brands vote.
    ChasingTheStorm.com
  • Enter AdExchanges
    Scalability, flexibility, efficiency
    ChasingTheStorm.com
  • AdExchanges- Both ends
    Intelligent trigger setting, smart planning and leveraging data
    Buy audience
    Buy response
    Capture demand
    Build Demand
    Max reach at least cost
    Brand promise Dissemination
    Provide Solution
    (Dry comfort- not a diaper)
    ChasingTheStorm.com
  • An army of intelligent sources at hand
    No excuses anymore
  • It is complex
    And evolving at breakneck speed
    http://chasingthestorm.com/the-creative-digital-media-guys/
  • But not if you understand it
    Three key pillars that Brands could leverage in the exchange ecosystem
    Data
    Buy Side
    Sell Side
    4th party data aggregators
    Data crunching and analysis for increased value to buy side/sell side through better targeting or increased CPM
    Publishers
    Ad Networks
    (specialized /non-specialized)
    Exchanges
    Agencies
    Advertisers
    Analytics and Verification platforms
    Industry associations/bodies
    ChasingTheStorm.com
  • Brands and Exchanges
    Leveraging networks is easy. Just keep these points in mind
    Think Value Exchange not Ad exchange
    Exchange of communication, exchange of benefits
    Bring Creatives to the party
    Media alone is not fun- people like pretty pictures
    Tech marries marketing
    Sequential ads, 4th party data aggregators, targeting
    AND…
    ChasingTheStorm.com
  • And Context is King
    Brand advertising thrives with context.
    ChasingTheStorm.com
  • Watch this space
    Display will have a paradigm shift. Soon.
    Watch this space
    ChasingTheStorm.com
  • The future
    Across Media :
    Display will not be about display anymore
    Display will not be about PC-Web anymore
    Smart:
    Premium, real time bidding/full featured and self serve
    Map Lifetime ad exposure by user, across multiple channels, vehicles and platforms to derive efficient retargeting and conversion optimization model
    Sexy:
    Advertising is the most fun that you can have with your clothes on
    Sexy/Smart- Inspired from Google IAB MIXX conf Oct 2010
    ChasingTheStorm.com
  • Brands need to have a strategic communication approach utilizing the digital touchpoints to connect with their customers in a manner that aligns with and reinforces- the values of the brand in the most efficient manner
    The crux
    ChasingTheStorm.com
  • Image attribution
    http://strategicpreparation.files.wordpress.com
    http://ianthomas.typepad.com/
    http://www.treehugger.com/obama-us-ready-lead-climate-change.jpg
    http://Capetowndailyphotos.com
    Connect
    Shalabh Pandey
    ChasingTheStorm.com
    @shalabhpandey