Creating Efficiencies to Connect with the Right Audience through Programmatic Buying and How Convergence Affects Audience Buying

1. © 2013 DG Inc. All rights reserved. 1

2. © 2013 DG Inc. All rights reserved.
Creating Efficiencies to Connect with the Right Audience
Ryan Manchee
Director of Innovation Strategy
@rmanchee rmanchee@dgit.com
2
Finding the Digital Sweet Spot

3. © 2013 DG Inc. All rights reserved.
is brewing
3
Una tormenta

4. © 2013 DG Inc. All rights reserved. 4
The pressure is mounting

5. how will you
prepare for
una tormenta?
© 2013 DG Inc. All rights reserved. 5

6. © 2013 DG Inc. All rights reserved.
Towards Convergence
6
The present media reality
OnlineTV

7. © 2013 DG Inc. All rights reserved.
Towards Convergence
6
The dynamics of online
and the plethora of data
Online
The maturity of television and
the quality of video assets
TV
Mobile
Social
Analytics
The media reality of tomorrow

8. © 2013 DG Inc. All rights reserved.
Fútbol
7

9. © 2013 DG Inc. All rights reserved.
Política
8

10. 9© 2013 DG Inc. All rights reserved.
Religión

11. 200510© 2013 DG Inc. All rights reserved.
Vatican Crowd

12. 201310© 2013 DG Inc. All rights reserved.
Vatican Crowd

13. © 2013 DG Inc. All rights reserved. 11
vs
5years ago?

14. © 2013 DG Inc. All rights reserved. 12
5years from
now
?

15. © 2013 DG Inc. All rights reserved. 13
CHANGE IS EMOTIONAL
:(

16. © 2013 DG Inc. All rights reserved.
reír
14

17. © 2013 DG Inc. All rights reserved.
llorar
14

18. © 2013 DG Inc. All rights reserved. 15
INTERACTIVE
TV SDK

19. © 2013 DG Inc. All rights reserved. 16
survive!
Find a way to

20. © 2013 DG Inc. All rights reserved. 17
Strategy & Planning

21. © 2013 DG Inc. All rights reserved. 18
[data]
Digital Dialogue

22. © 2013 DG Inc. All rights reserved.
right ad right time
TV combined with online's targeting and measurement capabilities.
19

23. © 2013 DG Inc. All rights reserved.
An average of 3 in 10 online
ads are never actually seen
by their target audiences.
Where’s the accountability?
20
Did you know?
Where’s the viewability?

24. © 2013 DG Inc. All rights reserved.
Visible MessageAudience Time
21
Verification
+ + +

25. © 2013 DG Inc. All rights reserved. 22

26. © 2013 DG Inc. All rights reserved.
Smart Trading
Services ∙ Data ∙ Smart Versioning ∙ Video
©2013 DG Inc. All rights reserved 2

27. Services
©2013 DG Inc. All rights reserved

28. © 2013 DG Inc. All rights reserved.
DG MediaMind’s Full Service Trading Desk
• Clients work with the Trading Specialists to define the campaign scope, parameters,
and goals… MediaMind handles the rest
• Trusted advisors providing expertise and experience in navigating the complex RTB
landscape
25
• Category
• Contextual
Content&Targe+ng
• Demographic
• Geographic
Audience&Targe+ng
• Site Re-Targeting
• Ad Re-Targeting
Re2Targe+ng

29. © 2013 DG Inc. All rights reserved.
Execute Creative Across any Channel
26
Creative Type
Standard Banner
In-Stream Video
300 x 250
Top&Video&Exchanges
Expandable Banner
In-Banner Video
Top&Social&Exchanges

30. Spot On Data
©2013 DG Inc. All rights reserved 6

31. • Continuous evaluation and testing of data partners allows us to
ensure quality and performance
• Although we can create custom solutions through any partner,
below are our preferred vendors
© 2013 DG Inc. All rights reserved.
Best of Breed Data Providers
28
Audience
Targeting
∙ Declared Demo
∙ Interest ∙ Social
Audience
Targeting
∙ Demographic ∙
Interest ∙ Intent
Audience
Targeting
B2B
Page Level
Data
∙ Safety ∙ Quality ∙
Category

32. © 2013 DG Inc. All rights reserved.
Peer39 Creates a Clean & Targeted Buy
29
Peer39 helps you determine the true value of every impression
Category
Meaning and context
Quality
The structure and
elements of a page
Safety
Objectionable
or misaligned content
Every page is evaluated pre bid to determine its
quality and safety for the ad.

33. © 2013 DG Inc. All rights reserved.
Peer39 Quality Attributes Define the Page
30
Homepages
Comments
Content Rich
Environments
UGC / Moderated
UGC
Ad Count Toolbars / Widgets Transparency
Ad 1
Ad 3
Ad 2
Ad Visibility Index

34. Smart Versioning
©2013 DG Inc. All rights reserved 11

35. © 2013 DG Inc. All rights reserved.
Smart Trading + Smart Versioning = Performance
32
Identify consumer’s who’ve interacted
with the brand
• Clicked Ad
• Visited Page
• Engaged with Rich Media
• Abandoned Sign-up
Right Audience
and Content
Right Message
Customize messaging to individual
consumers based on past action
• Visit the Site
• Sign-up
• Watch the Video
• Complete Purchase

36. © 2013 DG Inc. All rights reserved.
Smart Trading + Smart Versioning
33

37. Video
34

38. © 2013 DG Inc. All rights reserved.
We believe advertising is now video-centric
35
• SD/HD
• OTT
• Smart TV
• Mobile TV
TV Spots
• Desktops
• Mobile
• Tablets
• DOOH
Online Ads
• inBanner
• inPlayer
• inApp
• 2nd Screen
Streaming Video

39. © 2013 DG Inc. All rights reserved.
Rich Media + Video Across Screens
36
Use Case
Ad
In-Banner In-Stream
Primary Screen
MobileDesktop
Technology
+
MobileDesktop
Ads built
entirely in
HTML5
Non-
Interactive
(VAST)
Interactive
(VPAID)
Non-
Interactive
(VAST)
Flash +
HTML5
Backup
Ads built
entirely in
HTML5
Desktop ad

40. © 2013 DG Inc. All rights reserved.
Reach Audiences Wherever They Watch Video
37
Pre-Roll
Social Media Games
MobileIn-Display IPTV

41. © 2013 DG Inc. All rights reserved.
VPAID : video + interactivity
38

42. © 2013 DG Inc. All rights reserved.
Benefits
19

43. © 2013 DG Inc. All rights reserved.
Benefits of RTB
40
RTB provides true benefits by allowing buyers to:
Discover Inventory and
Optimize Campaigns by
Evaluating Results
Manage Data Driven
Campaigns
Accurately Price Each
Impression – Gain
Economic Efficiency

44. © 2013 DG Inc. All rights reserved.
Why DG MediaMind?
23

45. © 2013 DG Inc. All rights reserved.
DG MediaMind Benefit
42
Holis+c&campaign&management&and&repor+ng
Implement&unique&strategies&to&drive&campaign&results
MediaMind&Trading&Specialists&available&to&answer&
any&campaign&ques+ons
Strictly&adhere&to&and&manage&content&targe+ng&and&
brand&safety
Fully&managed&service&for&lower&execu+on&lead&+mes

46. © 2013 DG Inc. All rights reserved.
Smart Trading’s Unique Value Proposition
43
Fully Managed by Trading Experts Full Transparency on Campaign Cost Optimize towards campaign goals
Brand Safety Components
Integrated into the MediaMind
Platform (synced with SV) Cross-media type exchange buying
CPC CPA

47. © 2013 DG Inc. All rights reserved.
Case Study - Smart Trading Reduces CPA by 58%
44
• Goal: Recruit Job-Seekers With Specific Technical Skills
• Conversion Event: Completed Online Application
• Geography: United States
Strategy:
Use Retargeting with Smart Trading in
conjunction with Premium Inventory buys
RTB
!$1.50
Premium
Results:
Other&Non*premium&Buys MediaMind&Smart&Trading
58%
Decrease

48. © 2013 DG Inc. All rights reserved.
Emerging Trends – Video
Source: Forrester Report, Online Video RTB Primed For Dramatic Growth, March 2012
$0
$175
$350
$525
$700
$190
$387
$667
2011
2012
2013
US&Online&Video&RTB&spending&(in&millions)
Online Video RTB Spend Will More Than Double in 2012
45
2x

49. © 2013 DG Inc. All rights reserved.
DIGITAL VIDEO IS THE BRIDGE NEEDED
TO BRING BRAND MARKETING DOLLARS
ONLINE IN A MEANINGFUL WAY.
-Forrester
46

50. © 2013 DG Inc. All rights reserved. 47
Video is everywhere

51. © 2013 DG Inc. All rights reserved. 48
OVER 3/4 OF GLOBAL CONSUMERS
WATCH ONLINE VIDEO – WHETHER
PCs, CONNECTED TVs OR MOBILE

52. © 2013 DG Inc. All rights reserved.
ADDING DIGITAL TO A TV PLAN
INCREASES CAMPAIGN IMPACT.
-comScore
49

53. 50© 2013 DG Inc. All rights reserved.
are blurred for consumers
Lines+
MARKETERS

54. © 2013 DG Inc. All rights reserved. 51
Pixel perfect
now
planning
58%Video & TV together

55. © 2013 DG Inc. All rights reserved. 51
Pixel perfect
2013
+20%marketers will join them

56. © 2013 DG Inc. All rights reserved.
Sales Lift Doubles
52
2xonline video vs traditional TV spots
Laurent Faracci, Reckitt Benckiser’s General Manager for Marketing
Wall Street Journal

57. © 2013 DG Inc. All rights reserved. 53
Fuse our thinking

58. © 2013 DG Inc. All rights reserved.
Television
touchpoints
online
54
Saw product on TV
Searched online
Read reviews
Visited shop
Ordered on mobile
Saw a billboard

59. © 2013 DG Inc. All rights reserved.
How focused are we on video?
55

60. © 2013 DG Inc. All rights reserved. 56
“We deliver more spots
than anyone, anywhere.”
50,000 media destinations across 78 countries

61. © 2013 DG Inc. All rights reserved.
Convergencia es un matrimonio
57

62. © 2013 DG Inc. All rights reserved. 58
We started the digital ad revolution

63. © 2013 DG Inc. All rights reserved.
We invented rich media advertising
59

64. © 2013 DG Inc. All rights reserved.
We power premium video advertising
60
>80% of 2013 Super Bowl Commercials

65. © 2013 DG Inc. All rights reserved.
Driving consumer
engagement globally
61
We enabled the
first dual-screen
ad campaign

66. © 2013 DG Inc. All rights reserved.
360° Campaign Management
62
Intelligence in Advertising
Unified Asset
Management
All cross-channel assets
conveniently housed in
one place
Multi-Screen
Delivery
Streamline delivery of
ad content to multiple
screens anywhere
Complete Analytics
Customized reporting of content
usage and performance
Delivery of appropriate
asset to viewing device
Media neutral data
determines relevant
message
Collates information
on consumer
requirements
Performance Reach
Verification

67. © 2013 DG Inc. All rights reserved. 63
x

68. © 2013 DG Inc. All rights reserved.
Audience Reach
64
Simplifying the eco-system
Ad
A
B

69. © 2013 DG Inc. All rights reserved.
Audience Reach
• Unified asset management distributes cross-platform
• Consumer engagement produces intelligent retargeting
64
Simplifying the eco-system
Spot
Ad
Product!
DATA
“Thanks”
Spot
Spot
DATA
“Thanks”
A
B

70. Targeting
Consumer
Needs
Auto
Optimization
of Media
Two-way
communication
Deliver
Relevancy
Accurate
Audience
Measurement
Data
Utilization
Asset
Archiving
Social
Integration
Buying
Solutions
© 2013 DG Inc. All rights reserved.
Digital Distribution
65
Cross Platform Campaign Management

71. DSP
Verification
Viewability
HTML5Trading
ACR
CPA
GRP
Planning
Assets
Buying
Distribution
DeliveryStandard
Ads
DCO
Optimization
Streaming
Mobile
TV
Social
Video
FormatsData
Analytics
Trafficking
Production
Storage
Archive
Rich
Media
Targeting
DR
Watermarking
© 2013 DG Inc. All rights reserved. 66
Wherever Advertising is Displayed
Streamlining Processes

72. DSP
Verification
Viewability
HTML5Trading
ACR
CPA
GRP
Planning
Assets
Buying
Distribution
DeliveryStandard
Ads
DCO
Optimization
Streaming
Mobile
TV
Social
Video
FormatsData
Analytics
Trafficking
Production
Storage
Archive
Rich
Media
Targeting
DR
Watermarking
DSP
TradingPlanning
Buying
Delivery
Trafficking
Targeting
Video
© 2013 DG Inc. All rights reserved. 67
Media Modules
The DG Value offering

73. 9
DSP
Verification
Viewability
HTML5Trading
ACR
CPA
GRP
Planning
Assets
Buying
Distribution
DeliveryStandards
DCO
Optimization
Streaming
Mobile
TV
Social
Video
FormatsData
Analytics
Trafficking
Production
Storage
Archive
Rich Media
Targeting
DR
Watermarking
Production
FormatsAssets
HTML 5
DCO
Rich Media
Video
Standard
Ads
© 2013 DG Inc. All rights reserved. 68
Creative Modules
The DG Value offering

74. © 2013 DG Inc. All rights reserved. 69
Insights
Analytics
your
assets
our
platform
all
screens
all
video

75. © 2013 DG Inc. All rights reserved.
Multiscreen Analytics
70
•watermarking spots
•brand specific
measurement / ratings
•Industry standard currency
for TV / Online (GRPs)
•TV Ratings, OCR, XCR, etc.
+

76. © 2013 DG Inc. All rights reserved.
Multiscreen Analytics Platform
71

77. © 2013 DG Inc. All rights reserved.
TV Spots meet Online Advertising

78. © 2013 DG Inc. All rights reserved. 73

79. © 2013 DG Inc. All rights reserved.
Ryan Manchee
Director of Innovation Strategy
@rmanchee 972.800.0737 rmanchee@dgit.com
Gracias. Your turn.