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Media Innovation Group - Digital Ecosystem Overview


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Media Innovation Group presents an overview of the Digital ecosystem and the constant changing field of display advertising. Media Innovation Group provides insight on how best to manage and leverage digital technology. First presented at eShow Lisbon in October 2012.

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Media Innovation Group - Digital Ecosystem Overview

  1. 1. Coming Out on Top of the DigitalMarketing Ecosystem Mark Connolly MD, Europe eShow Lisbon, October 10th 2012
  2. 2. The World Continues to Digitise…
  3. 3. Reinventing of Books3
  4. 4. Reinventing of Movies4
  5. 5. Reinventing of Music5
  6. 6. Reinventing of the Phone6
  7. 7. Reinventing of Information7
  8. 8. Reinventing of Television8
  9. 9. Reinventing of Data9
  10. 10. “The next frontier for innovation, competition, and productivity is data.” - McKinsey10 Source: McKinsey; Winterberry
  11. 11. The Importance of Intelligent Data
  12. 12. What is a DMP? Display RTB Search Social Video Mobile Data Management Platform
  13. 13. Data Management Platform Defined Data Management Platform What It Is What It Does Unified data platform for Creates a new knowledge digital marketing ecosystem  Data – integration, storage  Optimization – greater control and management over results  Insight – across all  Market Making – right ad to performance drivers right customer  Management – across all  Valuation – linkage to campaign levers business metrics To power new go-to-market models
  14. 14. What is a DMP? Data Management Platform
  15. 15. Why is this important for marketers? Awareness Social / Display / PR / Gaming/ Home Page Take Overs Research Search / Social Purchase/Trial Search / Display
  16. 16. Advantages of a Data Management Platform Prove the value of cross-channel activity Understand and enhance a user’s online experience Create strong, tactical real time bidding campaigns Eliminate audience buying inefficiencies Establish the value of branding exercises Appreciate performance from topto bottom of the funnel Segment & target audiences basedon ad, campaign, media exposures,etc.16
  17. 17. Rejoining Media Disciplines
  18. 18. The Media Agency Approach is Broken Media buying is no longer the sole purview of media agencies, and clients have many more choices when selecting partners for optimized digital media management. (…) Agencies talk the talk, but most don’t walk the walk. Most agencies are still reliant on outmoded business models *…+ and practices such as hiring inexpensive, inexperienced media buyers rather than high-cost analytics and optimization gurus. (…) And since many agency pitches are starting to sound the same, it shouldn’t surprise anyone that marketers often defer to procurement departments to drive down agency compensation to the lowest possible rate. And similarly, marketers shouldn’t be shocked to receive the lowest common denominator of service, and results, in return. Forrester Report, Selecting Digital Media Buying Partners, June 2012
  19. 19. Clients want Integration of Creative, Media andTechnology
  20. 20. Who are the Media Innovation Group? • Challenges facing agencies • Pressures to provide more due to economic situation • Over 15 years old with $100m technology investment • Wholly owned division of 24/7 Media • WPP owned company • Proprietary technology for all digital data solutions • Expertise in media technology, buying and optimisation • Working with ad agencies, creative agencies and clients direct on a local and global basis
  21. 21. MIG Global London Paris BeijingLos Angeles New York Mumbai Singapore Sao Paulo
  22. 22. MIG Europe • Main EU office in London •35 staff in the EU with full time support on a global level • 60% of our business is European • Currently serving ads in most EU countries • Working closely with regulatory services on cookie laws
  23. 23. Some of our European Clients
  24. 24. MIG Technology INTEGRATED ANALYTICS AND REPORTING Verification 3rd Party Data 3rd Party Research Creative Optimization Display RTB Search Social Video Mobile 3rd Party Ad Serving CRM Data Network Aggregation DATA MANAGEMENT PLATFORM 240 BILLION EVENTS TRACKED IN 2011
  25. 25. Digital Marketing Landscape Today :Too Much of a Good Thing? Ad Networks Data Aggregators & Suppliers Ad Exchanges and SSPs Ad Servers DSPs Creative Optimization Ad Verification and Privacy25
  26. 26. Media Innovation Group Solutions
  27. 27. Mastering Digital Markets for Marketers Single Point of Access One-Team Approach Analytics-Driven Consulting Technology27
  28. 28. Reporting and analytics Data Management PlatformAttribution Reports Audience Reporting Look-alike ReportingWho did what, when and how 3rd party data profiling How do we scale campaigns?(horizontal vs vertical solutions)
  29. 29. Temporal Effects // Day of the Week Impressions and Conversion Rate Index by Day of Week 70,000,000 140 Impressions Conversion Rate Index 60,000,000 A.M. P.M. 120 Conversion Rate IndexImpressions 50,000,000 100 40,000,000 80 30,000,000 60 100 20,000,000 40 10,000,000 20 0 0 0 Sunday Monday Tuesday Wednesday Thursday Friday Saturday Day of the Week *Unique Conversions Only
  30. 30. Temporal Effects // Hour of the Day Impressions and Conversion Rate Index by Hour of Day 30,000,000 160 Impressions Conversion Rate Index 140 Conversion Rate Index 25,000,000 A.M. P.M. 120Impressions 20,000,000 100 15,000,000 80 60 10,000,000 100 40 5,000,000 20 0 0 0 Hour of the Day *Greenwich Mean Time *Unique Conversions Only
  31. 31. Combine all Digital Technology into one BuyingPoint for Agencies and Advertisers Display & RTB Control Social Advertiser Targeting Video Optimization Agency Media Strategy Mobile Transparency 3rd Party Data 3rd Party Technology31
  32. 32. Path to Conversion  The longer view-through path, the better conversion rateExposure 5 Exposure 4 Exposure 3 Exposure 2 Exposure 1 Total Path Total Conversions Conversion Rate Impression 31,588,328 16,635 0.0527% Impression Impression 8,980,080 9,045 0.1007% A.M. P.M. Search term Impression Impression 4,784,100 5,952 0.1244% Impression Search term Impression Impression 3,008,502 4,176 0.1388%Impression Impression Search term Impression Impression 12,329,577 31,507 0.2555% Conversion Rate per View-Through Path 100 0.30%Conversion Rate 0.25% 0.20% 0.15% 0.10% 0.05% 0 0.00% 1 2 3 4 5 Number of Impressions in Path *Unique Conversions Only
  33. 33. Italian Food CompanyObjectives  Drive online traffic to the client’s website Results  Over a six week period the number of and get them to sign up for product unique users had increased by 15% with the promotions unique frequency cap  Target users that had not been to the client  The cost per lead of consumers signing up website before for registration reduced by 38% over the campaign periodApproach  Targeting consumers from online cooking websites to create brand awareness  Limit the campaign to late afternoons only during purchase consideration period  Retargeting of those who had been to the site but not signed up for promotions
  34. 34. Pan European Consumer Electronic CompanyObjectives  Drive online sales of laptops and electronic Results  Cost of sale was reduced by 36% over the accessories in various markets campaign period  Maximise reach in 6 EU countries to ensure  Each market saw significant reductions over brand awareness is high the campaign 6 week lifetimeApproach  A combination approach was taken to use network aggregation and our proprietary RTB platform to ensure maximum cost efficient reach  Reallocate media budgets accordingly to the most optimum performing websites  Apply daypart targeting based on product promotion periods
  35. 35. Summary and conclusions
  36. 36. Summary and conclusion• The world is continuing to digitise at an exponential rate• Data is being generated by everyone• Media can no longer be viewed as individual vertical channels• Marketers need to centralise this data to be able to maketargeted decisions in a fragmented digital world• A data management platform is essential to make this happen• The media model is evolving to address this
  37. 37. “You can have data without information, but you cannot have information without data.” - Daniel Keys Moran37 Source: McKinsey; Winterberry
  38. 38. (0) 207 563 3800