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Filip Lauweres at WebTomorrow on The Future of Advertising. How it is disrupting traditional advertising.

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The Future of Advertising. How it is disrupting traditional advertising.

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Filip Lauweres at WebTomorrow on The Future of Advertising. How it is disrupting traditional advertising.

  1. 1. 1 THE FUTURE OF ONLINE ADVERTISEMENT. SOME KEY ELEMENTS MARKETING TECHNOLOGY. SIMPLIFIED.
  2. 2. ADVERTISING ?
  3. 3. SOME FACTS AND FIGURES
  4. 4. EFFICIENCY IS THE NEW BLACK Programmatic Advertising ?
  5. 5. 1. UNDERSTANDING DATA SIGNALS Data Types: • 1st-party • Explicit engagement/interactions on marketer’s web site • In-store purchase data • 2nd-party • Predictive modeling • Historical visitation patterns by physical location (mobile) • Real-time location (mobile) • 3rd-party • Implicit/behavioral • Data Partnerships 3rd party 1st party On-site Behavior Geo/ Lat-long Browsing Behavior Habits Shopping History AUDIENCE INTELLIGENCE
  6. 6. 2. TECHNOLOGY DRIVEN On-Site Data 1st Party Demo Data Highest Interest Product Historical Location Data Consumer/Marketer’s Geo Locations Demo Data Dynamic Localized Creative CONSUMER COMPLETES PURCHASERESULT CONSUMER VISITS SITE/STORE TECHNOLOGY LAYER
  7. 7. IS THERE AN UBER EFFECT ?
  8. 8. 3. CHANGE IN BUSINESS CONCEPT CONVENTIONAL ONLINE ADVERTISEMENT PROGRAMMATIC ONLINE ADVERTISEMENT
  9. 9. • Look-alike targeting • More focus on CPA and revenue share models • CRM/DM driven components Audience Model CHANGE IN BUSINESS MODEL
  10. 10. Data Management Anonymous Known HubOTM Search Social Display Website Offers & Forms Chat Email Physical Address 4. DIGITAL STORYTELLING
  11. 11. Engagement Score Recently visited product Highest product interest Recommended product 850SCORE 75% SHIRTS DIGITAL STORYTELLING
  12. 12. DIGITAL STORYTELLING
  13. 13. 5. WHAT ABOUT COOKIES • Will they disappear or be a part of the ID ecosphere ? • Mobile and cookies is not always a good mariage • ID brokers and exchanges, start of new business models • ISP level • Browser level • Operating system level • Device level • Social/search/ecommerce level • Combination • The rise of DMP‘s, connecting the dots
  14. 14. 6. PRIVACY • Embrace privacy • For both sides there is value in privacy • We don‘t need all data to show the perfect advertisement • Build a business model around it • Transparency and data security
  15. 15. 7. LOOKING OVER THE FENCE • Stock market high frequency trading • Programmatic for TV and other channels
  16. 16. RECAP • Programmatic is probably the future of online advertisement • Next to data and technology there is also a change in business model • The new business model is fundamentally different • It will probably impact other channels like TV
  17. 17. FILIP LAUWERES WWW.IGNITIONONE.COM WWW.DIGITALMARKETINGSUITE.COM @IGNITIONONE

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