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Cas d’usage & écosystème programmatique: Comment couvrir l’ensemble des objectifs marketing ?

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La publicité programmatique permet de répondre à de nombreuses attentes des Marketers : notoriété, acquisition, développement, fidélisation, rétention … Les cas d’usage sont multiples, ainsi que les solutions et acteurs du marché pour les mettre en œuvre. A chaque annonceur son écosystème digital et programmatique : RTB, DMP, DSP, CRM, PRM, TMS, Analytics … Nous donnerons quelques clés pour naviguer dans cet univers complexe.

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Cas d’usage & écosystème programmatique: Comment couvrir l’ensemble des objectifs marketing ?

  1. 1. 1 Simply beyond Cas d’usage & écosystème programmatique: Comment couvrir l’ensemble des objectifs marketing ? Jean Meneveau, Directeur associé
  2. 2. 2 Le Programmatique n’est que la première étape de l’évolution de l’écosystème Marketing Digital des annonceurs
  3. 3. 3 Feeling lost?
  4. 4. 4 2011-2014 2015-2017 Développement et démocratisation du RTB Le RTB devient incontournable Apparition de nouvelles techniques Diversification des supports Enrichissement des KPIs Places de marché privées CRM Développement du data marketing Multiplication des canaux Engagement Media attribution + + + + Open auctions Prix garantis automatiques Prix fixes Third party cookies Cross device Offline Stocks premium AffiliationInvendus “fat middle” PerceptionAudience Le développement sans limite de la programmatique
  5. 5. 5 Des objectifs marketing très larges à couvrir
  6. 6. 6 Développer la notoriété et générer une prise en compte de la marque / produits DMP Vidéo en pre-roll Rexona #jedefietsonga Toucher Enrichissement du cookie avec la data pour déterminer qu’il s’agit d’un homme qui pratique du sport
  7. 7. 7 Générer une interaction sur le site de l’annonceur Variations dynamiques du CTA pour déterminer la meilleure créativité TESTING DCO Interagir Bannière L’Oréal
  8. 8. 8 Booster les ventes en ligne par un meilleur ciblage Ciblage en temps réel de l’intention d’achat à travers les différents canaux et terminaux de l’utilisateur avec géolocalisation TEMPS REEL OMNI- CANAL Convertir Retargeting offres Orange
  9. 9. 9 Fidéliser le client avec des offres personnalisées Lien avec le profil de l’utilisateur pour pousser une offre pertinente Coupon Nestlé Engager DMPCRM
  10. 10. 10 Le Programmatique reste figé sur une dichotomie très forte entre le achat média et les données utilisateurs / client SEM, display … CRM www. X DSP Ad server Data supply, aggregation, optimization Creative optimization Creative creation Reporting Media buying platform (media decisioning) Univers Data marketing “user-centric” Achat média en Programmatique
  11. 11. 11 Les annonceurs et les agences occupent chacun un périmètre distinct qui reproduit les silos technologiques SEM, display … CRM www. X DSP Ad server Data supply, aggregation, optimization Creative optimization Creative creation Reporting Media buying platform (media decisioning) Univers Data marketing “user-centric” Achat média en Programmatique Géré par les agences Donnée fragmentée gérée par les annonceurs
  12. 12. 12 Le data marketing introduit une révolution qui permet de réconcilier la donnée utilisateur avec l’achat média SEM, display … CRM www. X DSP Ad server Data supply, aggregation, optimization Creative optimization Creative creation Reporting Media buying platform (media decisioning) Univers Data marketing “user-centric” Achat média en Programmatique DMP
  13. 13. 13 Mais cette révolution du data marketing demande à se poser la question des rôles des agences et des annonceurs SEM, display … CRM www. X DSP Ad server Data supply, aggregation, optimization Creative optimization Creative creation Reporting Media buying platform (media decisioning) Univers Data marketing “user-centric” Achat média en Programmatique DMP ?? ? ?? ? ? ?
  14. 14. 14 1. Fragmentation de l’écosystème média SEM SEO Search Affiliation Display Social Network Direct Brand Perf. Advert. Viral Canaux d’acquisition digitale Program. SEM dec. SEO dec. Network dec. Direct dec. Brand dec. Perf. dec. Social dec. Social Viral dec. Bid Mt Net. AdS Ad Server Overall Media decisioning Management Analytics Outils publication Outils mesure perf. Ad ServerAd Server TDTDTD Ad Server Bid Mt Ad Server Ad Server Ad Server Web anal. Report Report Report Report Report Report Report Report Ad Server Web anal.
  15. 15. 15 2. Généralisation du programmatique multi-canal SEM SEO Search Affiliation Display Social Network Direct Brand Perf. Advert. Viral Canaux d’acquisition digitale ProgrammatiqueProgram. SEM dec. SEO dec. Network dec. Direct dec. Brand dec. Perf. dec. Social dec. Social Viral dec. Bid Mt Net. AdS Ad Server Overall Media decisioning Management Analytics Outils publication Outils mesure perf. Ad ServerAd Server TDTDTD Ad Server Bid Mt Ad Server Ad Server Ad Server Web anal. Report Report Report Report Report Report Report Report Ad Server Web anal.
  16. 16. 16 3. Centralisation de l’ad serving et de l’analytics SEM SEO Search Affiliation Display Social Network Direct Brand Perf. Advert. Viral Canaux d’acquisition digitale ProgrammatiqueProgram. SEM dec. SEO dec. Network dec. Direct dec. Brand dec. Perf. dec. Social dec. Social Viral dec. Bid Mt Net. AdS Centralised Ad Server Ad Server Overall Media decisioning Attribution modeling Management Analytics Outils publication Outils mesure perf. Ad ServerAd Server TDTDTD Ad Server
  17. 17. 17 4. Ajout d’une DMP pour une vision « user-centric » SEM SEO Search Affiliation Display Social Network Direct Brand Perf. Advert. Viral Canaux d’acquisition digitale ProgrammatiqueProgram. SEM dec. SEO dec. Network dec. Direct dec. Brand dec. Perf. dec. Social dec. Social Viral dec. Bid Mt Centralised Ad Server Overall Media decisioning Attribution modeling DMP CRM Ext. data On-site data … Management Analytics Outils publication Outils mesurement perf. Net. AdS Ad Server Ad ServerAd Server TDTDTD Ad Server
  18. 18. 18 Le Programmatique est un accélérateur de la transformation digitale des annonceurs
  19. 19. 19 Questions

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