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Havas - focusemarketing - programmatic trading - benoit michielsens

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Présentation diffusée lors du Focus E-marketing le 8 mai 2017 au Louvexpo de La Louvière

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Havas - focusemarketing - programmatic trading - benoit michielsens

  1. 1. #FOCUSEMARKETING PROGRAMMATIC TRADING NOUVELLES NORMES, NOUVELLE ÉCONOMIE 1
  2. 2. 1 A LITTLE BIT OF HISTORY
  3. 3. CONTEXT OF A DIGITAL CREATION 3 1990 1991 CREATION OF THE WORLD WIDE WEB The well-known web has become a primary tool billions of people use to interact on the Internet. 1994 FIRST CLICKABLE BANNERS Clickable banners were the first online advertising methods that embedded an advertisement into a web page in order to attract traffic to a website. 1997 APPARITION OF POP-UP ADS PAID SEARCH Pop-ups are generally new web windows that display advertisement. With Paid Search, a website owners pay an advertising fee, usually based on CT or ad views, to have their site search results shown in top placement on search engines.
  4. 4. CONTEXT OF A DIGITAL EVOLUTION 4 2002 APPARITION OF BEHAVIORAL TARGETING GOOGLE ADWORDS Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns through information collected on an individual's web-browsing behavior. Google AdWords is an online advertising service that enables advertisers to compete to display brief advertising copy to web users based in part on cookies and keywords. 2003-2006 FIRST AD EXCHANGE FACEBOOK TWITTER Ad exchange is a technology platform that facilitates the buying and selling of media advertising inventory from multiple ad networks. Social Media has since become an ubiquitous part of daily life. With RTB, similar to financial markets, advertising buyers bid on an impression and if the bid is won, the buyer’s ad is instantly displayed on the publisher’s site. A DSP allows buyers of digital advertising inventory to manage multiple ad exchange accounts through one interface. By 2017 a third of the global population is projected to own a smartphone. 2007 DEVELOPMENT OF REAL TIME BIDDING DSP SMARTPHONES
  5. 5. CONTEXT OF A DIGITAL REVOLUTION 5 2010 FIRST DMP TABLETS Data Management Platforms are used by digital advertising buyers and publishers to store and manage audience data from multiple sources Of the whole internet population, more than 30% of the people are now surfing with tablets. 2012 APPARITION OF PROGRAMMATIC DIRECT Programmatic direct is a way to automate direct ad buys for set campaigns. Native advertising is a type of disguised advertising, usually online, that matches the form and function of the platform upon which it appears. 2013 DEVELOPMENT OF NATIVE ADS
  6. 6. CONTEXT OF A DIGITAL INTEGRATION 6 TOMMOROW 2015 EXPLOSION OF DATA GATHERING SMARTWATCHES AND MORE Data production will be 44 times greater in 2020 than it was in 2009. Modern smartwatches have become wearable computers. 2016 DEPLOYEMENT OF PROGRAMMATIC BUYING Programmatic buying (see 2012) is the process of executing media buys in an automated fashion. It now reaches Mobile, OOH, TV, Radio and Print. The integration of all the digital aspects of a campaign is not the next step, but the necessary step. Consumers can be touched anywhere, anytime through an efficient multichannel communication. And it is exactly what we are able to do.
  7. 7. 2 PROGRAMMATIC, THIS NEW GAME CHANGER
  8. 8. WHAT IS PROGRAMMATIC ? THE USE OF TECHNOLOGY AND DATA TO BUY TARGETED AUDIENCE SEGMENTS IN REAL TIME & AT SCALE
  9. 9. WITH 2 CORE ASPECTS PROCESS AUTOMATION (TECHNOLOGY) AUDIENCE INTELLIGENCE (DATA) +
  10. 10. AND WHICH CREATES A NEW VALUE CHAIN D A T A T E C H MEDIA DATATECH MEDIA Site Based Planning & Buying Model Audience & Site Based Programmatic model
  11. 11. DIGITAL BUYING TRANSFORMATION USING WEBSITES AS A PROXY FOR USERS REACHING THE DESIRED AUDIENCE WHEREVER THEY ARE TRADITIONAL WAY NEW WAY
  12. 12. HOW DOES IT WORK? ADVERTISERS/ AGENCIES aka Those who buy inventory. PUBLISHERS aka Those who have inventory. Automated channel Real Time Bidding MARKETPLACE External data sources Sell Side Platform Demand Side Platform
  13. 13. DATA 3rd 2nd 1st PROVIDED BY EXTERNAL SOURCES COMING FROM PUBLISHERS (and/or Agency Benchmark) COMING FROM YOUR WEBSITE/DOMAINS PARTY DATAPARTY DATA PARTY DATA
  14. 14. BIDDING M A R K E T P L A C E P U B L I S H E R S BID 1 €2.50 FLOOR €2.00 Agency 1 Agency 2 Agency 3 Agency 4 BID 1 €0.50 BID 1 €1.20 BID 1 €2.20 FLOOR €1.50 ABC1 MALE ABC1 MALE 15-24 FEMALE 15-24 FEMALE ABC1 MALE 15-24 FEMALE FLOOR €1.00 15-24 FEMALE PAYS €2.21 INVISIBLE PAYS €1.01
  15. 15. DATA OR BIG DATA « Big data is a term used to describe the exponential growth and availability of data, both structured and unstructured »
  16. 16. EXAMPLE OF DMP ECOSYSTEM DMP
  17. 17. BUILD AUDIENCE CENTERS & MANAGE DATA 1ST-PARTY DATA Analytics CRM database Website Mobile Apps CLIENT DOMAINS 2ND-PARTY DATA PUBLISHERS 3RD-PARTY DATA EXTERNAL CLIENT AUDIENCE CENTER TECHNOLOGY DATA SECURITY PERFORMANCE CONSUMER FOCUS CLIENT MARKETPLACE
  18. 18. 3 CONCLUSIONS
  19. 19. CONCLUSIONS 19 ALGORYTHMS AUTOMATED CONVERGENT GLOBAL NEW ROLES DATA-DRIVEN (DIGITAL) MEDIA IS TRANSFORMING ASUMPTION AROUND THE FUTURE OF MEDIA BUYING
  20. 20. 20 M E R C I 20 Benoit Michielsens benoit.michielsens@havasmg.com

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