Right message to the right person at the right time
HMG are already at 60% + 4OD + Conde Nast + Linked In
We can optimise and buy against 3500 dimensions a second. Website, Device, Browser speed, geo, time of day, device, and perhaps most importantly behaviour ( and price) It allows for creative optimisation. Serve the right coloured ad to the right person.
Here is the brain – it shows us on any particular campaign what the most important factors are in the route to conversion.
That conversion can be a sale, sign up, engagement or shift in brand affinity.
Publisher is still key and always features in the top right corner. Howver rather that planning by proxy, we are doing it with data.
Core is fixing your KPI and measurement
It is a remarkable time for digital marketing. We can now optimise towards very specific brand metric or conversion criteria in real time.
1. The consumer shift to constant connectivity via smartphones, tablets, computers, watches and even eyewear is transforming how brands can connect with their audiences. Advertisers have access to more consumer interactions than ever before, with each offering a chance to be relevant and engaging. The challenge and opportunity for brands is to make the MOST of each moment, across any screen.
Relevance makes all the difference in getting consumers interested. Consumers penalise one-size-fits-all messages by tuning them out In contrast, they reward relevant messages with engagement. By optimising for relevance, brands can convert passive observers into an interested, participatory audience.
Advertising is no longer a one way street. Consumers in today’s digital age lean forward and actively engage with digital experiences. When they do, they control when, where and how they engage. Brands can foster brand love by offering consumers relevant and engaging experiences.
To produce consistently compelling creative, brands can use audience insights to fuel creative strategy, perform real-time creative optimisation and empower creative iteration.
Get your audience right – you can define exactly who you want to target + learn who your audience are.
1. Gather your audience data using 3rd party and first party data 2. Aggregating insights from historical and real-time sources of insight including digital analytics data, offline data, CRM data, campaign data, first-party and third-party data. 3. Regularly analyse audience, creative and media insights to learn what’s working and what’s not and take instant action to improve campaign strategies.
1. Build creative that is ready for all screens and all channels at all times. Include HTML5 creative and creative units that take advantage of the unique characteristics of mobile devices. 2. Use dynamic creative to deliver the most relevant ad for each viewer, in real-time 3. Share campaign insights with creative teams so that they can optimise the creative strategy.
Use brand lift tools to generate real-time feedback on ad recall and brand awareness. Use these results to iterate and improve digital campaigns. 2. Find the attribution model that provides the most accurate view of all digital touchpoints, informs how each touchpoint relates to conversions and uncovers the most effective touchpoints at influencing audiences to take action.
What is programmatic and brands should embrace it
Head of Digital Trading, Havas Media Group
What is Programmatic?
Def: Programmatic Buying describes online
display advertising that is aggregated, booked,
flighted, analysed and optimized via demand
side software interfaces and algorithms. While
it includes RTB it also includes non RTB
methods and buy types such as Facebook Ads
API (and Linked in)
The Rise of Programmatic
The share of ads bought through programmatic technologies in the UK is
estimated to grow from 28% in 2013 to 60-75% of total digital display advertising
Programmatic Media Buying
Direct Media Buying*Source: IAB Programmatic Market Study
Automation of tasks
Programmatic buying is so
effective because it makes
every individual impression,
brand-attribute lift shift, click,
and conversion measurable in
on 3 ingredients
Programmatic is merely a tool for delivering
advertisements efficiently to targeted audiences.
The process relies heavily on human input to
manage the new programmatic
Human analysis ensures the buying strategy
can be refined and provides a solid base for
automated campaign optimisation.
Without it, brands could waste their marketing
investment by optimising against the wrong metrics.
One unified platform – Single View
Brand Love. Delivered.
We’ve never been closer to the ultimate promise of
brand advertising in the digital age.
Performance . Delivered.
Data fuelled insights delivering sales results
When an ad is delivered in real-time to an individual, they are twice as likely
to interact with it…
Brands are embracing programmatic to:
Brands are embracing programmatic to:
#talentbites WTF Happened?
…..there are new challenges
*Source: Project Sunblock Research, Dec 2013
interested in relevant messages
increasingly digitally engaged