Digiday Media Buying Summit Fall 2019 | Cadreon
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This document discusses an audience first approach to planning, targeting, optimization, and measurement across addressable channels. It emphasizes starting with audiences and consistent messaging across screens. Case studies demonstrate how large brands achieved goals like increased brand favorability and foot traffic by tightly targeting specific audiences across channels like TV, digital, audio and optimizing based on early metrics. Proper measurement is key to showcasing success through outcomes like sales attribution and changes in brand perception.
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Digiday Media Buying Summit Fall 2019 | Cadreon
- 1. Nancy Hall October 17, 2019 THE NEW NORMAL: AUDIENCE FIRST ACROSS EVERY ADDRESSABLE CHANNEL
- 3. ADVERTISERS BUY AUDIENCES FIRST, THEN MEDIA 3
- 4. FROM TO THINGS HAVE CHANGED! 4
- 5. THE AUDIENCE FIRST APPROACH REQUIREMENTS 5 THE CONSUMER EXPERIENCES EVERYTHING….SIMULTANEOUSLY • Consistency • Frequency Management • Unduplicated Reach • Storytelling • Sequenced Messaging • Accurate Targeting • Advanced Measurement • Identity & Enhancement
- 7. PLANNING WITH AUDIENCES 7 TV DIGITAL AUDIO SOCIAL DIGITAL OOH IDENTITY, DATA & MODELS 1P and 3P DATA & MATCHING RANKERS FORECASTING CREATIVE STRATEGY BIDDING & DELIVERY STRATEGY Audiences Channel Mix Budget Allocation START WITH YOUR AUDIENCE
- 8. PLANNING APPROACH ACROSS ADDRESSABLE CHANNELS AUDIENCE CHANNEL MIX 8 • People • Models • Proxies • Reach/Scale • Objective • R/F Goals • KPI Delivery • Personalization • Sequential Story • Funnel Movement MESSAGING Live Mix
- 9. USE CASE: TV RANKER – PLANNING FOR INCREMENTAL REACH 9 IMPROVE TV BUYING STRATEGY BY ALLOCATING BUDGET TO MAXIMIZE REACH AGAINST STRATEGIC TARGET WITH A STREAMING VIDEO APPROACH REACH LINEAR TV (DEMO) OPTIMIZED VIDEO (STRATEGIC TARGET) BASE LINEAR OPTIMIZED LINEAR OTT HH ADDRESSABLE OLV
- 10. NEW WAY OF PLANNING 10 CHALLENGES BENEFITS • Not the status quo • Requires different advertiser mindset • Need integrated team (no fighting for channel budgets) • Fluidity • Data informed • Better UX • Consistent application to walled gardens • Maximize efficiency, limit waste • Evolve with changing landscape (ITP, etc.)
- 12. TARGETING, ACTIVATION, OPTIMIZATION 12 TARGETING YOUR AUDIENCE TV DIGITAL AUDIO SOCIAL DOOH PLATFORM/PARTNER EVALUATION & SELECTION ACTIVATION DECISIONS • Build out campaign architecture • Determine Reach and Frequency benchmarks • 1P and 3P • Modeling • Layering in attitudinal, sentiment, intent, location delivers more precision SET UP MEASUREMENT PROXIES ACTIVATE ACROSS CHANNELS CROSS CHANNEL FULL FUNNEL & RETARGETING 1 2 3 4 6 7 5 CROSS CHANNEL OPTIMIZATION
- 13. THE PRECISE AND PRESCRIPTIVE APPROACH TO TARGETING & ACTIVATION CAMPAIGN ARCHITECTURE AUDIENCES ACTIVATE DSPs DISPLAY VIDEO MOBILE DIGITAL OUT-OF-HOME NATIVE ADVANCED TV AUDIO SOCIAL 13 OPEN, PMP, PG, SOCIAL, ETC
- 14. CONNECTING THE UPPER AND LOWER FUNNEL 14 GET STARTED TODAY. Open a Citi Savings Account.
- 15. • Suppress exposed National TV HHs • Target underexposed/never exposed audiences with CTV, Display and Video 15 USE CASE: CROSS CHANNEL TARGETING: DELIVERING INCREMENTAL REACH CROSS SCREEN RETARGETING • Retarget audiences based on HHs exposed to National Linear TV across Display, Video, Audio and Social 1 TARGETING UNDEREXPOSED2 15
- 16. OPTIMIZATION: ACROSS CHANNELS AND IN CHANNELS 16 • HIGH VALUE AUDIENCES • INTEREST SIGNALS • TOTAL REACH/FREQUENCY ACROSS CHANNELS IN CHANNEL • KEYWORDS • VIDEO/CONTENT VIEWS • AD ENGAGEMENTS • INTENT SIGNALS/TACTICS • LOOKALIKE CLUSTERS • CHANNEL REACH/FREQUENCY • SITES/FORMATS/TECH
- 17. START WITH KNOWN AUDIENCE/DATA SET 17 TARGETING, ACTIVATION, OPTIMIZATION CHALLENGE: SOLUTIONS: • HOW DO YOU OPTIMIZE ACROSS MULTIPLE CHANNELS AND WALLED GARDENS? • HOW SHOULD YOU MANAGE FREQUENCY? 1 SUPPRESSION UTILIZING DATA MANAGEMENT TOOL LIKE DMP OR CDP2 UTILIZE SINGLE TECH PLATFORM (DSP) WHICH HAS MULTIPLE CHANNELS INTEGRATED3 USE LEARNINGS FROM TECH PLATFORM PROGRAMS TO MANUALLY OPTIMIZE/INFORM OPTIMIZATIONS IN WALLED GARDENS, DISCONNECTED CHANNEL(S) AND NON BIDDABLE ENVIRONMENT 4 MANAGE SWIM LANES BETWEEN PARTNERS TO MINIMIZE DUPLICATION5
- 19. MAP KPIS TO GOALS MEASUREMENT OBJECTIVE Awareness Consideration KEY PERFORMANCE INDICATORS Unique/Incremental Reach Completion Rate CTR/Site Visits Change in perception Site Visits Pages Viewed Time on Site Leads Conversion Sales CPA iROAS Footfall 19
- 20. USE CASE: CLOSED LOOP MEASUREMENT CRM OR 3P OFFLINE & ONLINE TRANSACTION DATA • Actual Online and Offline Sales matched at an individual and household level and matched to exposure data from users who saw ads • Test and Control methodology used to determine incrementality and true iROAS TRUE ROAS AND IROAS FROM OFFLINE & ONLINE TRANSACTIONS MEDIA EXPOSURE DATA 20
- 21. CROSS CHANNEL MEASUREMENT 21 • Insights on Audiences • Leading Indicators for early success reads • Paths to Conversion • Identify channels as Initiator, Influencer, Converter • Performance • Outcomes • Deliver Learnings back to your data lake MEDIA METRICS FOOTFALL VIDEO COMPLETE VIEWABILITY SITE SIDE CONVERSIONS CLOSED LOOP CHALLENGES:OPPORTUNITIES: • Aligning disconnected channels • Factoring in Walled Gardens • Measuring Prospects • Accounting for other media in market • Geo Performance
- 22. CASE STUDIES ON AUDIENCE FIRST OMNI CHANNEL EXPERIENCES 22
- 23. CASE STUDY: PLANNING 23 4 large audiences built from 3P data totaling majority of US adult population MATCH RATES: Low-Medium REACH RATES: Medium CHANNELS: Addressable TV, Display, Video, CTV, Social PLANNING & TARGETING: Contextual alignment to national sponsorships and incremental reach Large Financial Brand ran an audience first strategy across multiple channels to deliver Brand Favorability AUDIENCES: SUCCESS METRIC: Deliver incremental reach and Survey messaged users about change in brand perception
- 24. CASE STUDY: TARGETING, ACTIVATION, OPTIMIZATION 24 3 small sized audiences built from 1P Loyalty data made up of lapsed, light and medium frequency customers MATCH RATES: High REACH RATES: High CHANNELS: Addressable TV, Audio, Display, Video, CTV, DOOH – single DSP PLANNING: & TARGETING Tight frequency caps, messaging across 2+ channels to audience segments with Cross Channel Optimization Large Casual Dining Brand ran an audience first strategy across multiple channels to deliver restaurant visits AUDIENCES: SUCCESS METRIC: Drive total footfall and incremental visits to restaurants
- 25. SUMMARY 25 AUDIENCE FIRST STRATEGY IS KEY EXPAND BEYOND DESKTOP AND MOBILE/DISPLAY AND VIDEO LEARN FROM PLANNING PROCESS BUILD OUT SOUND ARCHITECTURE FOR TARGETING AND ACTIVATION TARGET BASED ON PRECISE AND PRESCRIPTIVE PLANNING OUTCOMES OPTIMIZE IN AND OUT BASED ON STRICT EARLY READ OUTCOMES DEVELOP TIGHT MEASUREMENT PLAN UP FRONT CLOSED LOOP PROVIDES BENCHMARKS AND SHOWCASES SUCCESS
Editor's Notes
- This slide should be about incremental reach with streaming video
- Nancy