1315 omma beh sponsored lunch exelate

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  • One story today begins with the classic hit from the American rock band, The Turtles. Their 1967 classic, “Happy Together”, tells the sweet sweet tale of a data company and a media company meant to be together. “The only one for me is you, and you for me.So happy together”. One thing you may not know about this song is that the data company and the media company did not start out happy together. Instead, they were happy alone and brought together by the forces of the ecosystem around them. Lets take a look
  • You see, our story actually starts with an external party- the Agency, or, Media Buyer.The Agency or Media Buyer was responsible for creating the most original, innovative and results-driven media plan for their client. They would be given the parameters for their creation, and have to combine multiple different technologies that provided different tools and services, yet still helped to accomplish their client’s goal. AND, they would have to do this at least 15 times a day- sometimes more!
  • 1315 omma beh sponsored lunch exelate

    1. 1. 7/20/2011<br />1<br />Happy TogetherYield Results by Marrying Data with Video<br />
    2. 2. once upon a time…<br />7/20/2011<br />2<br />©2011 eXelate Inc. Confidential and Proprietary<br />
    3. 3. 7/20/2011<br />3<br />©2011 eXelate Inc. Confidential and Proprietary<br />Mission: Assemble a media plan<br />Target audience: People with turtles in the United States<br />Ad Formats: Video only<br />Budget:…………………<br />Dates: …………………<br />15 times a day!<br />Agency <br />Media Buyer<br />or<br />creative <br />optimization <br />tool<br />media <br />buying platform<br />data <br />optimization tool<br />video <br />ad network<br />audience <br />intelligence<br />ad server<br />network<br />attribution <br />verification <br />system<br />data <br />supplier<br />data <br />exchange<br />ad exchange<br />DSP<br />
    4. 4. needless to say…<br />7/20/2011<br />4<br />©2011 eXelate Inc. Confidential and Proprietary<br />I’m going CRAZY!!<br />Agency <br />Media Buyer<br />or<br />ANGRY Agency <br />Media Buyer<br />or<br />
    5. 5. they needed a simplified process…<br />so we integrated and came together.<br />7/20/2011<br />5<br />©2011 eXelate Inc. Confidential and Proprietary<br />my HERO!<br />Agency <br />Media Buyer<br />or<br />
    6. 6. Simplifying the process from this…<br />7/20/2011<br />6<br />©2011 eXelate Inc. Confidential and Proprietary<br />creative <br />optimization <br />tool<br />media <br />buying platform<br />data <br />optimization tool<br />video <br />ad network<br />audience <br />intelligence<br />ad server<br />network<br />attribution <br />verification <br />system<br />data <br />supplier<br />data <br />exchange<br />ad exchange<br />DSP<br />
    7. 7. …to this.<br />7/20/2011<br />7<br />©2011 eXelate Inc. Confidential and Proprietary<br />OOH! <br />much easier.<br />Agency <br />Media Buyer<br />or<br />
    8. 8. 7/20/2011<br />8<br />©2011 eXelate Inc. Confidential and Proprietary<br />the engine that powers real-time privacy-compliant data targeting for marketers, delivering registration based demographic, behavioral and purchase intent data on over 200 million unique visitors each month.<br />Data that spans the purchase funnel<br />+800 audience segments<br />Directly sourced, non-inferred data <br /> the data company…<br />
    9. 9. the video company…<br />7/20/2011<br />9<br />©2011 eXelate Inc. Confidential and Proprietary<br />Among the largest, most trusted video properties: 23 of the top 30 TV Advertisers* are our customers<br />Trust<br />Over 79 million monthly unique visitors US (actual); Strongest viewer penetration of all US online video consumers at 58%** <br />Reach<br />Dedicated research team and suite of third-party research from comScore, Dimestore, Dynamic Logic and Nielsen<br />Research<br />Access to200+ million monthly mobile video impressions from a single platform with the targeting, optimization and ease of buying online video<br />Mobile<br />*AdAge "100 Leading National Advertisers” **comScoreVideo Metrix, May 2011<br />
    10. 10. integration results:<br />7/20/2011<br />10<br />©2011 eXelate Inc. Confidential and Proprietary<br />Execution with eXelate led to 2x the CTR over other behaviorally targeted campaigns.<br />Delivered 3x moreimpressions per month over the normal benchmarked BT campaign.<br />Healthcare client was interested in using demo and health data to target segments for video campaign.<br />Client extremely happy as final numbers exceeded performance targets by leveraging eXelate’s demo and health data.<br />Renewal buy secured at the end of the campaign.<br />
    11. 11. integration results:<br />7/20/2011<br />11<br />©2011 eXelate Inc. Confidential and Proprietary<br />Geo targeted campaigns with geo specific offers that served as a test case for eXelate BT.<br />Delivery dropped when testing another data provider on a later flight, validating eXelate’s as cause for strong delivery.<br />Campaigns leveraging eXelate led to 2x the CTR on BT line items over RON line items.<br />Delivered 150% moreimpressions per month beyond a normal BT campaign allowing McDonald’s to find the right customer at the right time!<br />Client extremely happy as final numbers exceeded performance targets by leveraging eXelate’s demo and geo data.<br />Renewal buy secured at the end of the campaign.<br />
    12. 12. so happy together…<br />7/20/2011<br />12<br />©2011 eXelate Inc. Confidential and Proprietary<br />Thanks again!<br />data<br />Video ads<br /><ul><li>Increased reach
    13. 13. Increased CTR and ROI
    14. 14. Additional budget from Agencies
    15. 15. Trusted quality data from eXelate
    16. 16. Fully integrated, no ramp up time </li></ul>Agency <br />Media Buyer<br />or<br />happily ever after.<br />
    17. 17. Thank you!<br />Nancy Neumann<br />VP, Platform Development<br />nancyn@exelate.com<br />Daryl G. McNutt<br />SVP Research and Marketing<br />dmcnutt@brightroll.com<br />7/20/2011<br />13<br />©2011 eXelate Inc. Confidential and Proprietary<br />

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