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Programmatic Advertising Summit 2019

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Programmatic Advertising Summit 2019

  1. 1. How programmatic buying transformed our marketing solution approach. Programmatic Summit April 25th, Brussels
  2. 2. A THROWBACK TO
  3. 3. The right person at the right time for the right price. The promise of Real Time Bidding Performance based. No waste.
  4. 4. Change
  5. 5. a challenge to reinvent ourselves as a publisher
  6. 6. SO WHAT DID WE DO? ?
  7. 7. 3,4 mio registered users per month
  8. 8. dmp
  9. 9. Socio demo data Keywords How we build our audiences Text-Mining Pixels Surfing Behaviour
  10. 10. We value our sites in a different way
  11. 11. New purchase funnel 1. Who 2. Where (context) 3. How
  12. 12. IZI
  13. 13. More audience driven campaigns 30% 0% September 2017 April 2019 % sales time
  14. 14. We brought consumer & media research to a whole other level with CONSUMER DATING NATIONAL RESEARCH + 4.000 respondents 182 brands 14 sectors
  15. 15. based on information needs & media attitudes We created 5 unique consumer segments
  16. 16. We mapped the brand attraction of 182 brands BRAND STICKINESS COMPETITIVE PULL + - + - Secure At risk
  17. 17. We asked their opinion about current market trends in 14 different sectors
  18. 18. We questioned another 3.000 Belgian consumers on our own news sites and translated the consumer dating segmentation into a short algorithm and prediction model
  19. 19. Look a like modelling 872.000 689.000 787.143 750.000 847.000 Reach (30 days) to add the 5 Consumer Dating segments into our own DMP
  20. 20. and offer brands relevant and concrete advertising solutions on our platforms
  21. 21. Afrit 10 COMING ON MAY 9TH : A PROGRAMMATIC EPISODE WITH Benjamin Sekkai (AppNexus) Valerie Latronche (Rubicon) Arnaud Destr�e (Havas) Val�rie Poncelet (Mediahuis) SUBSCRIBE NOW ON WWW.AFRIT10.BE
  22. 22. Thank you. Charlotte Van Coevorden Digital Transformation Manager Charlotte.vancoevorden@mediahuis.be

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