The document discusses trends in digital advertising, including the growth of programmatic advertising, real-time bidding, and mobile advertising. It highlights how digital is becoming more integrated, automated, and data-driven. Case studies show how digital campaigns in Central and Eastern Europe are achieving success by addressing mobility, pairing inventory with consumer data, and integrating online and offline advertising.

1. DIGITAL AT ITS’
BEST
– INTEGRATED,
AUTOMATED AND
MOBILE
Marta Klepka, CEE Digital Director
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.

2. DIGITAL MEDIA
GET SMARTER
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3. CEE DIGITAL
LANDSCAPES DO
NOT DIFFER SO
MUCH ;)
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4. IF GOGLE WORKS WITH YANDEX,
ANYTHING IS POSSIBLE
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5. © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
AUTOMATION

6. ONLINE DISPLAY HID SERIOUS
INEFFICIENCIES
Source: Rubicon Project
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7. PROGRAMMATIC INVOLVES THE TRADING
OF MEDIA THROUGH INTEGRATED
TECHNOLOGY PLATFORMS
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8. Trading desk makes it a lot simpler and efficient
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9. PROGRAMMATIC ≠ RTB
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10. Programmatic trading starts in CEE
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Source: Magna Global forecast 2014

11. 5% 5%
12%
0%
2%
4%
6%
8%
10%
12%
14%
Poland Czech Republic Russia
Share of RTB adspends in digital
2012 2013 2014
Growth rates oscillating around 100% y-o-y
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Source: Publicis Groupe agencies local estimation

12. Private Marketplace = when your direct deal gets
automated
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 First look access
 Lower floor prices
 High impact creative
sizes
 Restricted auctions
 Specific placements on
a site
 Coupled with publisher
data

13. Pairing inventory with publisher data
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Demographics
Lifestyle
Category
shoppers
In-market
Brand Real time first
party publisher
data
Gender
Families, Dad’s
Technology shoppers
(dozens of top level retail categories)
In-market for laptop, tablet…
(hundreds of in-market audiences)
In-market for Acer…
(thousands of brands)

14. Real return on investment
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 Goal
Performance campaign
generating max leads for cash
loan (Polish bank)
 Strategy
Usage of remarketing lists of
potential clients who seen the
form, but didn’t fill it in, also ads
were targeted to those who have
seen branding campaign
 Results
AOD campaign had 61%
lower leads costs that in
other CPM activations

15. MOBILITY
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16. Video SocialSearch
Video, search and social go mobile
By 2016 2/3rd of
world’s mobile data
traffic will be video
(Cisco)
40%of
YouTube's global
watch time is
mobile
4 December 2014
– Google mobile
queries will reach
50%
Yandex’s search
&other services
are location-based
and available in
mobile versions
78%of
Facebook and
76% of Twitter
users access
service on mobile
devices
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17. Source: gemiusTraffic, gemiusRanking
Shareofpageviews
Mobile+desktop traffic share in Baltic States ~15%
10%
13%
17%
43%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Non-PC generated traffic in CEE
Latvia Estonia Lithuania Slovakia Ukraine Croatia MENA Denmark
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18. Consumer’s revolution
In Poland every
3rduser bought sth
via smartphone,
every 5th via
tablet
Source: gemiusAdHoc, Q1 2014

19. MOBILE AD
SPEND WILL BE
GROWING 6X
FASTER THAN
DESKTOP
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20. Addressing the mobility
Persona
lised
Always
on
Local
Motivati
ng
Adaptive
Convers
ational
Right message
Right time
Right place
Right stymuli
Agile
Sharable

21. Significantly increase the sales of
household insurance via search campaign
for Aviva Poland
Consumer research led to choice of timing and
formats
Campaign optimised for mobile
Include click-to-call
Click-to-call CTR 13,5% higher than standard
76% increase in no. of contact forms
Challenge
Results
Actions
According to Google study
70%of mobile searchers have
used „the call button”
Source: The Role of Click to Call In the Path to Purchase September 2013; ZenithOptimedia and Performics Poland 2013
Engage the conversation
The number of driven calls
= no of completed forms!
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22. Revive the interest and increase sales of Queen’s
juice
First branded mobile application in Bulgaria
Digital paid media suport promoting the app + activity on
owned social channels
Over 250k downloads and counting!
1st brand application listed in Google Play top free
suggestions, no 4 local app on iTunes
Challenge
Results
Actions
Source: ZenithOptimedia Bulgaria 2014
7,2% sales volume increase
Personalised content at hand
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INTEGRATION

24. BIG DATA, SMALL
DATA, DATA IS
EVERYWHERE
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DIGITAL BENEFITING FROM TV FLIGHTS

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360 DIGITALLY LED CAMPAIGN
Source: Starcom MediaVest Poland 2013-2014

28. marta.klepka@vivaki.com
@martaklepka
THANK YOU!
& COME TO POLAND
FOR A HUG ;)
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