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Copy of verizon media cochlear brief response
- 2. • Mail, search, purchase & interest data • Cross-device deterministic & addressable scale • Omni-channel DSP, global & scaled infrastructure • Machine learning & optimisation • (AdLearn) Predictive Audiences DSP The evolution of a programmatic leader
- 3. Why Verizon Media for Cochlear
- 4. Leverage Verizon 1st & 3rd party data to capture your key audience • Verizon: Yahoo, AOL, Flurry Mobile and more. 40% deterministic scale in AU • 3rd Party: Mastercard, Qantas and more • Omnichannel DSP, access to all available formats in market Display, Native, Video, CTV, DOOH, Audio, AR/VR • Media Agnostic: Use Verizon data across any inventory source to achieve your KPIs Audience Insights tool driven by Verizon 1P data powers bespoke Audience recommendations built in DSP via Audience Builder Performance Audience Insights Innovation Unique & Differentiated AdLearn & Predictive Segments drives performance by accelerating conversions and honing in on specific KPIs
- 6. Mobile App 890k Apps, 29M Devices Search 84M Unique queries per month Content 8.7M MAUs Purchases 10M+ Australians per day Ads 30B ads per month and more… Data Science: analysis, pattern recognition, clustering, level of confidence 1B+ global users | 13M Australians Curation: assign users to demographic, interest, in-market categories Exclusively access Verizon data on DSP DSP Native
- 7. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. Verizon Audiences Leveraging diverse and accurate data on over 1B consumers across 1M characteristics, we make it easy for you to reach the right audience at scale. Audiences available: Interests & behavior Audiences based on insights from signals such as search, purchase behavior, site visits and device usage. Household & life stage Audiences based on signals that define life moments from registered users, carrier subscribers and demographic attributes from Experian. In-market audiences Seed data from purchases data via email or 3rd parties are scaled to vertical based audiences optimized to drive conversion. Use cases Conquesting Performance Brand Awareness Retention & Cross-selling 51% Lower CPC on mobile over 3rd party 71% Lift in CVR over 3rd party Verizon Audiences build on the success of our previous Interest categories performance
- 8. 8 Tier 1: Core audience Absolute highest performing audience segment available Tier 8: Expanded audience Largest segment & performing 2x other data sources Performance Testing shows Predictive Audiences perform 6-8x better Scale Choose your scale from dozens of thousand to millions of users Predictive Audiences
- 9. >> Based on the brief and our own audience insights, here is the targeting strategy we would recommend applying to this campaign: Target Audience: Existing and potential customers of hearing loss products Cochlear Data Targeting Using Verizon Media’s purchase data, we can directly target users who are actively purchasing hearing aids Target users who are more likely to have hearing loss (3P and Cochlear 1P audiences) Find users who are receiving mail from competitor companies, hearing aids, hearing loss related domains based on Yahoo Mail Domain data $ Find users who are searching for and reading content about Hearing loss and retirement information online
- 10. • Retirement, hearing loss, and pension related content Cochlear Audience Our proprietary signals to identify your audience SEARCH RELEVANT CONTEXTUAL MAIL • Search retargeting for ‘hearing loss’ and ‘retirement’ • Email domain and invoice retargeting from hearing aid brands and retailers • Targeting custom segments of users who have significantly over indexed for declared hearing loss • Use Cochlear DMP audiences to retarget qualified leads and create loolalikes to find more prospects 433K UUs Total reach on DSP for custom segment PPL 50+
- 11. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. Benefits to Cochlear: Audience builder Easily create custom audiences by leveraging CRM data, 3rd Party DMP data and Verizon Media’s proprietary data from 1B+ users. 1. Linked to Audience Insights to build affinity segments specific to Cochlear 1. Build totally bespoke segments, not off the shelf like other platforms 1. Full Transparency 1. Brand Safe 1. Competitor Conquesting based on deterministic data (Mail, Search) 1. 1:1 Deterministic matching (Cochlear CRM, DMP data) And more… 11
- 13. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. STRATEGY AT SCALE POWERED BY GLOBAL DATA Video / Mobile / Display / Programmatic / Native Trusted editorial content. Highly engaged audiences. Owned & operated properties across diversified content verticals Optimized by machine learning Brand safe, highly viewable inventory. Combating ad fraud. High value members. 4G data signals. 1.4M AU reach. 70% reach in AU Consumers at every point in their journey PREMIUM BRAND SAFE CONTENT OMNI-CHANNEL
- 14. Benefits of adding Native to your DSP strategy- The Verizon Difference Built to scale Exclusive access to Verizon Native Supply & integration with leading Native SSPs. Audience data Leverage audience builder to create precise targeting Brand Safe Native supply certified by JICWEBS and the IAB Gold Standard for brand safety Blacklisting Giving more control of where your ads will deliver Cross device targeting Reach audiences across devices fueled by Verizon Media’s identity graph Engage your audience 3x higher CTR and 43% higher brand awareness than traditional banners Verizon Native supply is also 100% viewable Unified frequency management Across display, Video, Mobile & Native lines at campaign level Real time insights Use campaign reporting to provide real time insights needed to fine tune optimisation strategies
- 15. Programmatic native on the DSP drives results Attention Engagement Performance 40% decrease in CPA 3xmore time spent on ads 2xExceeded CTR goals
- 16. Verizon O&O Exclusive access to reach 1B+ global users and 13M+ Australians across premium environments 3rd Party Programmatic access to third party native supply in Australia and New Zealand. 345B bid requests across mobile and desktop Native Built to Scale Global and local supply
- 17. Video on Verizon DSP Premium brand-safe inventory Advanced targeting solutions Performance & optimization • Gain direct access to O+O and premium publishers across all major exchanges • With over 1.6T video impressions each month, across desktop, mobile, native and OTT/CTV • Rigorous brand safety processes and fully-integrated viewability measurement from all leading 3rd party providers. • Create custom audiences using an advertiser’s first-party CRM data, Verizon’s proprietary data, and taxonomies from all major third-party DMPs. • Seamlessly target users across all devices with the most robust cross-device targeting features available. • Advanced predictive algorithmic optimization across all devices. • Plan and optimize towards multi-variable goals. • Create custom reports to evaluate performance and trends across your advertising.
- 18. Brand Safety
- 19. Brand Safety Fraud Blocking $6.5B Estimated 2017 loss to ad fraud1 Our fraud protection starts before inventory even enters the bidding pool and extends post –serve to filter out fraud exposure. Proprietary Technology Our in-house traffic protection solution, TalonPro, is compliant with MRC invalid traffic guidelines. You’ll never be billed for impressions TalonPro identifies as fraudulent. Human Verification A dedicated inventory team assures human eyes are also monitoring for fraudulent traffic and activity. Offending sites are removed manually as a supply source to maintain top quality inventory. Verizon Ad Platforms invalid traffic rates 3% Pre-bid and post-serve Verizon Ad Platform’s commitment to quality inventory 1% Less than Vendors & Capabilities Verizon Ad Platforms partners with leading brand-safety and measurement vendors to offer you the ability to choose solutions like contextual targeting, fraud blocking and viewability authentication in the DSP.
- 20. Thank you.