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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Comment atteindre la meilleure audience possib...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Adobe is helping organizations to
create, dr...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
THE ADOBE MARKETING CLOUD
ANALYTICS EXPERIENCE...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Vidéo d’intro
5
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The storm of data requires the media
industry ...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights R...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Introduction to Digital Advertising
9
San Fran...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing is Maths
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
Sorry Roger.
You’re being replaced by
an ad...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What is a DMP?
#AdobeSummit @jamestrudgian
“Wh...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Collecter les données
No PII
40,000
0100101010...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Segmenter les Audiences
BRAND ADVOCATEHIGH SPE...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Activer les segments d’audience
mobile
social ...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Augmenter le Reach
Audience Segment Definition...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Augmenter le Reach
Audience Segment Definition...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DSPs 3rd Party Data Providers
Video Social / G...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights R...
•  Television and contents
UK's largest pay-TV broadcaster with 11
million subscribers as of 2015.
•  Broadband internet s...
Meet Dave
Profile
Channel
Behaviour
Dave is talking to you
Monthly subscription £120
Has basic Sky package
Earns > £35,000
Responds to display
Affiliate offer...
DMP and Segmentation
Goal
Drive relevant customer and prospect communications across
all customer touch points and communi...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
Premiers résultats après 6 semaines
•  Disp...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights R...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Results
•  Optimized social media posting sche...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Conde Nast: Audience Management & Segmentation...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28
28
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
s
29
Demographics
Content
Behavior
Tech
Enthus...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights ...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Téléchargez le Livre Blanc
“Data Management Pl...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Christophe Lauer | Solution Consultant, Advert...
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Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Programmatique Expo Paris, 9 Juin 2015

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Le support de mon intervention à Programmatique Expo Paris au sujet des DMP, avec Adobe Audience Manager.

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Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Programmatique Expo Paris, 9 Juin 2015

  1. 1. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Comment atteindre la meilleure audience possible grâce à une DMP Christophe Lauer | Solution Consultant, Advertising Solutions | Adobe Southwest Europe
  2. 2. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  3. 3. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 Adobe is helping organizations to create, drive and scale their digital business.
  4. 4. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. THE ADOBE MARKETING CLOUD ANALYTICS EXPERIENCE MANAGER TARGET MEDIA OPTIMIZER SOCIAL CAMPAIGN AUDIENCE MANAGER PRIMETIME
  5. 5. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Vidéo d’intro 5
  6. 6. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The storm of data requires the media industry to focus on insights that make data actionable and tell a compelling story for advertisers. Having targeting capabilities is not option. It is necessity to survive
  7. 7. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  8. 8. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketing is Creativity
  9. 9. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Introduction to Digital Advertising 9 San Francisco, 1961
  10. 10. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketing is Maths
  11. 11. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 Sorry Roger. You’re being replaced by an ad exchange.
  12. 12. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What is a DMP? #AdobeSummit @jamestrudgian “What data can I use in a DMP?” “What are the typical use cases for a DMP?” “What can I do with Segments?”
  13. 13. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Collecter les données No PII 40,000 01001010100010 1st Party Data Données socio-démo Données online (web) Données mobiles CRM et bases marketing Programmes de fidé Tickets de caisses, commandes 2nd Party Data Distributeurs, channel Autres verticaux, partenariats Aucune donnée PII dans la DMP.
  14. 14. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Segmenter les Audiences BRAND ADVOCATEHIGH SPENDER ONLINE SHOPPER PROSPECT HIGH SPENDER
  15. 15. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Activer les segments d’audience mobile social advertising emailing search advertising websites display advertising video •  Adresser des messages et des offres cohérentes à des segments d’audience, à travers l’ensemble des canaux onsite, offsite et mobile •  Gérer la pression marketing
  16. 16. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Augmenter le Reach Audience Segment Definition Demographic information Products Center of interests Interactions 25 12 Audience Segment Definition Demographic information Products Center of interests Interactions 25
  17. 17. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Augmenter le Reach Audience Segment Definition Demographic information Products Center of interests Interactions 25 Consumer profile Demographic information Products Center of interests Interactions 32 03 Consumer profile Demographic information Products Center of interests Interactions 19 04 Consumer profile Demographic information Products Center of interests Interactions 38 23 Consumer profile Demographic information Products Center of interests Interactions 38 23 Consumer profile Demographic information Products Center of interests Interactions 06 Consumer profile Demographic information Products Center of interests Interactions 26 05
  18. 18. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. DSPs 3rd Party Data Providers Video Social / Graph Mobile / Cross - DeviceForecasting Attribution Ad Servers Inventory Sources / SSPsTargeting Platforms Adobe Audience Manager Partner Integrations
  19. 19. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Advertiser Case Study Major Broadcasting Company in the UK
  20. 20. •  Television and contents UK's largest pay-TV broadcaster with 11 million subscribers as of 2015. •  Broadband internet services Including On Demand HD video services. •  Fixed line telephone services A classical Triple Play offering. Major Broascaster Company in the UK
  21. 21. Meet Dave Profile Channel Behaviour
  22. 22. Dave is talking to you Monthly subscription £120 Has basic Sky package Earns > £35,000 Responds to display Affiliate offers Doesn’t click email 3 site visits this week Uses iPad to browse Purchase on desktop Consolidation and Activation On site eMail Content Social Search Display
  23. 23. DMP and Segmentation Goal Drive relevant customer and prospect communications across all customer touch points and communications Solution Working closely with the Adobe Professional Services team in 2015, the agency aimed to: -  Ingest first party CRM data in to Audience Manager -  Fully integrate Adobe Target and Audience Manager -  Integrate customer segmentation models in to Audience Manager for value based optimisation -  Leverage 2nd party data through the tagging of all client’s family of sites -  Consistent messaging off and on-site We serve over one billion ad impressions every single month. Over 75% of these do nothing. Ever. - Head of Trading Client CRM Agency DSPs 2rd Party Data Adobe
 Analytics Audience Manager Target
  24. 24. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24 Premiers résultats après 6 semaines •  Display CTR amélioré de 45 % •  CPA réduit de 18 % •  ROI immédiat démontré dans les 6 premières semaines ROI •  En moins de 6 mois, le ROI généré par l’optimisation média couvre le coût annuel total d’Adobe Audience Manager CTR +45% CPA -18% ROI 6 months Facteurs clés de succès •  Client Adobe Analytics et Adobe Target : implémentation simple et rapide (12 semaines) qui permet un quick win •  Un fort volume de données en entrée •  L’accompagnement : Adobe + Havas Media (ex DBi – agence de référence Analytics – a fait l’implémentation) + WPP Mediacom (agence media – fait le run de la plateforme) Business Case
  25. 25. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Publisher Case Study Condé Nast
  26. 26. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Results •  Optimized social media posting schedule to boost traffic at least 40% •  Increased subscriptions with targeted cross-promotions •  Integrated offline audience profiles with online behavioral data to target advertisements •  Improved basket size and repeat customers for advertisers •  Used predictive analytics to forecast revenue and develop budgets Home to more than a dozen of the world’s top magazines, including GQ, The New Yorker, Vanity Fair, and Vogue, Condé Nast is best known for its long history publishing sophisticated content, the company has positioned itself as a digital leader by using Adobe solutions to produce engaging websites and digital magazines to extend the world-class experience of its print publications “Advertisers love having greater access to audiences through insight-based profiles. These audiences are high- quality, engaged consumers, enabling advertisers to increase basket sizes and attract more repeat customers.” Chris Reynolds, Vice President of Data and Marketing Analytics, Condé Nast
  27. 27. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Conde Nast: Audience Management & Segmentation 27
  28. 28. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28 28
  29. 29. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. s 29 Demographics Content Behavior Tech Enthusiast
  30. 30. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Top publisher stays on top. Global publisher implements Adobe Audience Manager to unify published brands and boost revenues through better ad placements. RESULTS UNIFIED DATA Integrated offline, online, and cross-channel data into a single platform CUSTOMER INSIGHTS Enriched audience modeling to enhance customer experiences and boost ad revenues ENHANCED PROCESS Established repeatable workflows for implementing new digital marketing solutions ROI Generated new revenue streams, including through partnering organizations and publishers Adobe solutions enables publisher to build more advanced customer profiles, scale services, create new revenue streams, and deliver more relevant experiences and content. SOLUTION Adobe Audience Manager solution within Adobe Marketing Cloud Image Attribution
  31. 31. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Téléchargez le Livre Blanc “Data Management Platforms – Deciphered” par Digital Doughnut en collaboration avec Adobe 31 Téléchargement libre depuis : http://bit.ly/DMP101-Adobe
  32. 32. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Christophe Lauer | Solution Consultant, Advertising Solutions | Adobe Southwest Europe lauer@adobe.com

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