Dominik fassl jung von matt

776 views

Published on

Published in: Marketing, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
776
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
13
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Data management platforms
  • Dominik fassl jung von matt

    1. 1. Real Time Advertising. Bucharest, 21.05.2014
    2. 2. Jung von Matt. Europe‘s creative powerhouse for innovative and effective communication solutions Founded 1991 in Hamburg. Independent + proud of it!
    3. 3. GMP. JvM strategic partner for Romania. The “Independent Agency of New Europe” in 2013 Golden Drum Festival. Part of GMP Group, an independent, entrepreneurial group, creatively inspired in all communication disciplines: advertising, digital, PR, public affairs.
    4. 4. Contents. – The Media World Is Changing – What Does This Mean for Market Players? – What Opportunities Are Open to Creative Agencies?
    5. 5. The Media World Is Changing.
    6. 6. Stereotypes/environmentStereotypes/environment Retargeting, signal, similarRetargeting, signal, similar Targeting/Target Groups: Then vs Now.
    7. 7. Dynamic rather than Static Forms of Address. Age Location Interest Gender OPTIMUM COMBINATION OF TARGET GROUP, LANDING PAGE, AND CREATIVES PERSONALIZED CATEGORY SITES PRODUCT FEED WOMEN’S SHOES EXAMPLE PROFILE: Gender: female, age: 24–28, location: Berlin Interests: shoes, fashion, bags Facebook ad Personalized page Cart value; €190 Conversion: 3.4% Five categories >15,000 products 67 target groups 438 creatives FACEBOOK CAMPAIGNS PRODUCT FEED MEN’S BUSINESSWEAR PRODUCT FEED BEST DEALS FOR WOMEN
    8. 8. You buy more expensive but more specific. It’s more expensive per unit to address smaller target groups but you save on wasted coverage, which saves money overall. It’s more expensive per unit to address smaller target groups but you save on wasted coverage, which saves money overall.
    9. 9. User Journey and Attribution Modeling can help to allocate budgets. Unilateral observation and optimization of individual channels is inefficient. Instead, the value contribution of each touchpoint can be determined. Unilateral observation and optimization of individual channels is inefficient. Instead, the value contribution of each touchpoint can be determined.
    10. 10. The Technical Possibilities Already Exist. Anyone who thinks this is just an online phenomenon will know better in a few years. Classic channels are following suit. Anyone who thinks this is just an online phenomenon will know better in a few years. Classic channels are following suit.
    11. 11. Lots of companies have recognized the trends. But only a few will survive them.
    12. 12. The Consequences for Media Agencies.
    13. 13. Thesis 1: The relevance of purchasing power as a competitive advantage is decreasing
    14. 14. The Significance of Large and Individual Arrangements Is Decreasing. Change in media usage Less volume discounts Google+, Facebook New type of price setting Algorithms and technology Auction/real time Attribution modeling Efficiency Paid, owned, earned
    15. 15. Thesis 2: Planning expertise that has been built up historically is only of limited use in this new world
    16. 16. How Media Plans Are Created in this “New World”. Data and DMP Availability First, second, and third-party data Strategies Insights Data interpretation Technology Automation Dynamic delivery and optimization
    17. 17. Thesis 3: Technical service providers are taking on an increasing number of media agencies’ tasks
    18. 18. Inventory Suppliers = Technical Suppliers. Above all, Google (DoubleClick) and Facebook (Atlas) will take over increasingly many stages of the value- added chain Above all, Google (DoubleClick) and Facebook (Atlas) will take over increasingly many stages of the value- added chain
    19. 19. Digital Tools Analyze TV Media Plans in Real Time. What digital consequences do different spots have? What digital consequences do different spots have? Which broadcasters and formats really work? Which broadcasters and formats really work?
    20. 20. & Technology is merely the basic condition. What’s essential is having the right staff.
    21. 21. An Opportunity for Creative Agencies?
    22. 22. Thesis 4: You can only create efficient media plans if you understand the interplay between paid, owned and earned media
    23. 23. Thesis 5: Ideas and the creative implementation based on them remain the primary differentiating features.

    ×