©TNS
Harnessing Social Media,
IoT and Mobile for Marketing
to the Consumer of One
Programmatic planning
before buying

©TNS
Programmatic: Multi-dimensional concept
Strategic
planning Implementation Succeed fast Buying
Nano
segments
Projection
Testing multiple
executions
Technology
to automate
2

Harnessing social media to derive the nano-segments

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Stimulation segment Nano-segments to target
Personalisation strategy for Programmatic Planning
4
Personalised content streaming to nano-segments informs programmatic strategy
Data from a TNS self-funded case study in QSR category
19%
Surprised with happy b’day song and
cake @nandos. Singing happy b’day
like mental in nandos.
Celebrating the arrival of new MF
member – Rob – with a great traditional
welcome meal @gbkburgers – amazing
service today. Warm and fun-filled.
12%

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New opportunities
Uncover broader partnership/
sponsorship opportunities
Personalisation beyond streaming and programmatic planning
Promotion
SALE
Events Novelty
factor
NEW

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Continuity: Detect and respond in real-time
Brand X resonance with segment
Personalisation beyond streaming and programmatic planning
(continued)
June July August September
25 26 34 19

©TNS 7
Programmatic planning
Reality?
Marketing to the
consumer of one
Programmatic:
Beyond
messaging
Identification of
nano-segments
AI algorithms
Reality today
Accuracy of projection
Privacy regulations
Challenge?

©TNS
Challenge
Not in programmatic planning but in implementation
8
Strategic
planning Implementation Succeed fast Buying
Nano
segments
Projection
Accuracy?
Testing multiple
executions
Technology
to automate

Programmatic planning
Not limited to Social Media alone
Using Mobile data to develop personalised strategies
9

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Drive clickability for category ads
Identifying micro-moments that matter
Source: Kantar Mobile behavioural panel. 12,000+ respondents over 14-month data
3%
Shoe ad
clickability
10
60%
Shoe ad
clickability
Today Tomorrow Outcome
DeviceWho
Interest
areas
Day,
time
Situation Location
Define micro-moments

Using IoT to develop personalised strategies
11

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IoT: Multi-dimensional – focusing on present opportunities
New marketing applications
Existing applications (better delivery)
TomorrowToday
12

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Energy data: Lifestyle insights - personalised
behavioural change opportunities
Similar households
Energy consumed by
washing machine 24% 3% 3%
Washing mode % % %
Results
Personalised messaging
to drive behavioural change
Economy
Cotton
100 40
60
40
60

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Predict path to purchase Activate path to purchase
RFID-enabled shopper trolleys
Personalising promotion messaging at point of purchase
14

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Wi-Fi-enabled appliances: Personalised category growth
and churn management at point of consumption
Point of Sale
to Point of
Consumption
Niche
moments at
breakfast
Repertoire
share
Repertoire
breadth
Churn
management
Product
portfolio

©TNS 16
Wearables help identify and monitor behavioural
change opportunities
Identify
Educate Facilitate
Transform:
Personalised
programmes

©TNS
Advertising Innovation
Early-warning
system
Partnerships
Behavioural
change
Promotion
at PoS
PoS to PoC
Better, faster,
cheaper
17
What do these imply for us today?
The new normal
Enablers: AI algorithms,
Neural Networks
Personalisation
across digital
touchpoints –
reality
Strategic planning driving
buying
Programmatic
ROI
Beyond advertising
and media
Benefits of
personalisation
for
programmatic

Marketing evolution
or revolution?

©TNS 20
TNS UK, 6 More London Place, London, SE1 2QY | +44 207 656 5000 | www.tnsglobal.com/uk
Sunando Das
sunando.das@tnsglobal.com