RTB and Creativity - A powerful combination - Real Time Bidding Forum 2014

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Najad Jonas-Menouar - OMD Belgium

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RTB and Creativity - A powerful combination - Real Time Bidding Forum 2014

  1. 1. THE CREATIVE CHALLENGE OF RTB Najad Jonas-Menouar Digital Director Omnicom Media Group Brussels Copyrights OMD25 March 2014
  2. 2. The Creative Agencies Are Complaining Copyrights OMD
  3. 3. Data is stifling creativity, as more decisions are made on the basis of numbers and insight rather than allowing original ideas. Copyrights OMD
  4. 4. There is a “creative deficit” in marketing caused by an over-reliance on new technology… …Consumers are growing suspicious of “Orwellian” data collection practice. John Hegarty Copyrights OMD
  5. 5. The 70/30 rule: purchase decisions are made for 70% based on emotions and for 30% on rational grounds! Copyrights OMD
  6. 6. NEED FOR CREATIVE CATCH UP Avoid killing your target audiences with boring ads! Evolution of RTB in premium formats. Technology: the tools should also be at the service of big ideas! Creative agencies are missing golden opportunities. Copyrights OMD
  7. 7. RTB CREATIVITY Customer Meaningful Experience Copyrights OMD
  8. 8. ITS A WIN-WIN • Alining media and creative has always been successful, ever since the beginning of advertising, why let it disappear? • With RTB, creativity remains, but the challenge is to link creativity to targeted audiences, to that famous ‘right person at the right place at the right time’ ! • Creativity + RTB provides brand marketeers much better results and at the same time offer consumers a meaningful experience = relevance + enjoyable! Copyrights OMD
  9. 9. WHAT IF WE DON’T COMBINE CREATIVITY AND RTB ? Copyrights OMD
  10. 10. For many marketeers RTB Will Remain A Technical Mystery
  11. 11. SOME FINE EXAMPLES OF HOW IT CAN BE DONE? Copyrights OMD
  12. 12. The Banner That Talks To You - JWT
  13. 13. The Banner That Talks To You - JWT
  14. 14. Copyrights OMD
  15. 15. Copyrights OMD
  16. 16. Copyrights OMD
  17. 17. TV3 – Première League Time targetting 1. Second screen: 77% currently using another device (mobile, laptop, tablet) while watching TV. 2. via RTB: hit every device active 1 hour before a match would start, max coverage with a frequency of 10 3. TV3 leading with 56,4% share against competitor Copyrights OMD
  18. 18. Objectif: quality trafic +200% quality trafic vs standard campaign +400% ROI Video + supporting banners
  19. 19. Copyrights OMD
  20. 20. Copyrights OMD
  21. 21. Copyrights OMD
  22. 22. Copyrights OMD
  23. 23. First RTB skin in Italy Adrime
  24. 24. WHAT NOW ?
  25. 25. "It's part of our responsibility to talk about what it can deliver as a communications strategy, and to work with creative agencies to deliver that strategy and use the tools, rather than focusing on what the tools do. (Veerle De Lombaerde, global product director of The Exchange Lab.) Copyrights OMD
  26. 26. Give agencies the freedom necessary to generate ideas. Data and creative ought to be able to work together. Offer the consumer a real and meaningful experience! THE CHALLENGES AHEAD Copyrights OMD
  27. 27. THANK YOUNAJAD JONAS-MENOUAR Digital Direcor Omnicommediagroup Belgium najad.jonas@omnicommediagroup.com @NajadJonas Copyrights

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