Overcoming Information Overload with Purposeful Insights
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Presented by: Leo Urushibata, Head of Content Optimisation, CNN International & Robert Bradley, VP Digital Commercial Strategy & Innovation, CNN International
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Overcoming Information Overload with Purposeful Insights
- 3. ABUNDANCE
- 4. STORIES
- 5. PEOPLE
- 6. COMPLEXITY
- 7. EVOLUTION
- 8. GEOGRAPHY
- 9. EVERYWHERE
- 11. INFORMATION OVERLOAD • 1 billion hours of content on YouTube a day • 500 million tweets a day • Burden on consumers / marketers to judge what is relevant Sources: https://youtube.googleblog.com/2017/02/you-know-whats-cool-billion-hours.html https://blog.twitter.com/official/en_us/a/2014/the-2014-yearontwitter.html
- 12. ENHANCED KPIS PURPOSEFUL INSIGHTS SMART TARGETING BRAND SAFE Right audience. Right time. Right context.
- 13. IN-HOUSE CONSULTING SERVICES Users Optimised delivery Feedback/data Owned & Operated + Off-platform partners
- 14. WE OFFER A SIMPLE SOLUTION IN A BRAND-SAFE ENVIRONMENT Complex execution Simplified solution
- 15. WE SERVICE THE WHOLE LIFECYCLE OF A CAMPAIGN Activation Pre-sale Post -campaign analysis Renewal
- 16. CNN REACH VALUE PROPOSITIONS Cost efficient spend – less wastage No longer constrained by pre-determined allocation Optimised to best-performing media throughout the campaign
Editor's Notes
- There is an ocean of inventory available. Inventory is now abundant. This s a problem for our clients and indeed CNNI How do our clients know what they buying is absolutely right for a campaign? How we do we turn this abundance into accountable and impactful solutions? How can we attract advertising dollars that rely so heavily on ensuring the messages seen by exactly the right people, in the right environment, at the right time? It was about 6 years ago when I first heard the term DMP …. I worked for …. I met a lot of confused faces in market. But fast forward today there is an overload of data DMP not enough….data exists all across our business so we need this data joined up
- But before data gets involved first and foremost we are story tellers – sometimes in the digital world we can get caught up with the tech - DMPs, SSPs … but CNN’s brand and story telling always comes first CNN tells authentic stories around the world We fascinate. We educate, we uncover and then we distribute these stories in an ever more complex manner Data allows us to understand more about what people want, who reads what, how it makes them feel But through data we start the story in a different way, we start it with what we know, it helps inform the content, the distribution …
- Firstly, Advertising always has been and always will be about engaging with your audience. We need work to nurture a continuous dialogue with our audience and in turn sell these highly engaged audiences on to our advertisers. It is the tech, such as data management platforms, that allows us to unlock and sell these audiences both on a direct and programmatic basis in advanced, unique and for us a profitable way, and for our clients are more impactful and measurable way Directly this allows us to offer highly targeted integrated solutions beyond the ad unit and offer deep insight into campaigns for our clients
- Ever increasing complex world all feedback information – CNN 60+ Platforms All chances to deliver advertising and messages
- Embrace the new and make it work for you AI – Marketing is about patterns – sadly computers are better at finding patterns than us. Lets embrace that and add the human element – its people we are talking to in the end Humanizing the new, the tech, the data driven is vital. Sales EXAMPLE
- Geo mapping Retail sites around the world Mix geo behavior with other insights Marry what Clarins’ knows about their audience with what CNN knows about ours - 2nd Party Data market
- EVERYWHERE WITH IMPACT FOR YOUR BRAND
- Information overload Lines between agencies and publishers blurring Consulting firms entering agency space: Accenture + PWC + IBM + Deloitte = $13.2 billion revenue just below WPP in 2016 Data + Insights + ads
- -We are the expert in CNN. We know our audience. We know our content. -We can deliver the right content to the right audience at the right time.
- -Content performance data from users help us optimise content, placements and delivery even better.
- BEFORE & AFTER -a typical media plan -Simple solution -in a brand-safe environment
- -Embedded in the whole process (Sales/ production/ promotion) -The whole lifecycle -Sales/ Creative
- -Cost efficiency