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Media Buying of the Future: DSP & OPA

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Media Buying of the Future: DSP & OPA

  1. 1. Digital Audience Buying: Game Changer or Evolution? John Montgomery , COO, North America, GroupM Interaction
  2. 2. Is Content being Turned into a Commodity? Is this the End for Ad Networks? Is the Sky Falling for Publishers? And Privacy? Media Buying: The Game has Changed
  3. 3. Audience Buying Presents a Shift in Media Acquisition Inventory Pool Audience Regardless of Context Advertiser/Agency Insertion Order DSP DMP Audience Data A D V E R T I S E R S Content as a Proxy for Audience Tech Zone Site 1 Site 2 Site 3 The Old Model The New Model
  4. 4. Audience Buying. Game Changing Benefits to Brands and Advertising Industry Brands move money to digital Content still key for Brands Better Metrics A safer environment for Brands Well positioned Ad Networks offering will thrive
  5. 5. Audience Buying. Game Changing Efficiencies Media Efficiencies High Tech – Low Touch Better targeting and retargeting Reach extension – frequency management
  6. 6. Audience Buying. Game Changing. In Real Time Message Management Real Time Buying Brand Safety Better ROI
  7. 7. Audience Buying. Game Changed.
  8. 8. Digital Audience Buying: Game Changer or Evolution? John Nardone , CEO, [x+1]
  9. 9. Multi-touchpoint Optimization DSPs provide an… that enables… to optimize… by implementing… across… Audience Targeting Platform Marketers and Agencies Marketing interactions Real-time Analytics and Decisions Multiple Channels
  10. 10. The current digital marketing funnel is broken, and is not helping companies grow Broad reach Branding Search & Intender Targeting Remarketing Client Website Client Website Little management of the top of the funnel... Under managed website…. Overspent on remarketing
  11. 11. DSPs are only part of the solution … but targeting intenders and remarketing does little to create demand . Broad reach Branding Intender Targeting Remarketing Client Website Client Website DSP’s target spending here
  12. 12. Fix all the points of the broken funnel to drive dramatic improvement in online results NEW R/F Manager and audience optimization reduces waste to reach more target audience with effective frequency. Dynamic landing page presents content based on media and audience data. . Intender data evaluated and purchased through the hub Consolidated remarketing is frequency-optimized to minimize waste Broad reach Branding Intender Targeting Remarketing Client Landing Page Website Client Website Attribution model gives clarity to investment results
  13. 13. <ul><li>Optimized “top of funnel” redirected 23% of unproductive spend . </li></ul><ul><li>Funnel migration metrics identified the opportunities to redeploy the dollars with productive partners. </li></ul><ul><ul><li>DSP intender targeting </li></ul></ul><ul><ul><li>DSP inexpensively supplements low frequency </li></ul></ul><ul><ul><li>Productive direct pubs and networks that add effective reach to the plan </li></ul></ul><ul><li>Dynamic landing pages used media exposure (site and creative) as attributes, along with audience to determine the user experience </li></ul>Top 20 online advertiser gets +100% lift Significant impact on the EPS of the company

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