Gary Milner, Director of Global Digital Marketing Strategy at Lenovo, discusses using real-time bidding (RTB) to unify Lenovo's brand. He argues that RTB can help reduce wasted media spending, drive creative efficiencies through testing, provide immediate scale with transparency and brand safety, and allow Lenovo to respond quickly to changes. Milner provides examples showing how RTB can lower campaign costs and dynamically optimize ads to improve metrics like completion rates and shares.
How should publishers handle the slow death of 3rd party cookies? What do they need to do to leverage their first party data? How can machine learning / artificial intelligence help? Learn in our webinar.
TubeMogul's BrandPoint launched in June '13 to provide marketers with a way to plan & buy digital video using the same GRP metrics used in buying TV. We mapped our tool to Nielsen's Online Campaign Ratings for GRP verification and guarantee a cost-per-GRP for all campaigns launched by our platform clients.
programmatic Buying in Mobile Advertising Sumit Roy
74% of marketers are now using programmatic media buying on mobile for retargeting users, 62% use it for performance marketing and 61% for branding. • This represents a huge opportunity for the industry to build targeting and measurement solutions that deliver greater effectiveness and efficiency for upper-funnel campaigns. Of those not using programmatic, the biggest barriers for adoption are complexity of the ecosystem (58%), skills shortage (42%) and lack of education (33%).
How should publishers handle the slow death of 3rd party cookies? What do they need to do to leverage their first party data? How can machine learning / artificial intelligence help? Learn in our webinar.
TubeMogul's BrandPoint launched in June '13 to provide marketers with a way to plan & buy digital video using the same GRP metrics used in buying TV. We mapped our tool to Nielsen's Online Campaign Ratings for GRP verification and guarantee a cost-per-GRP for all campaigns launched by our platform clients.
programmatic Buying in Mobile Advertising Sumit Roy
74% of marketers are now using programmatic media buying on mobile for retargeting users, 62% use it for performance marketing and 61% for branding. • This represents a huge opportunity for the industry to build targeting and measurement solutions that deliver greater effectiveness and efficiency for upper-funnel campaigns. Of those not using programmatic, the biggest barriers for adoption are complexity of the ecosystem (58%), skills shortage (42%) and lack of education (33%).
DOOH Presentation by OMD for DOOH and DA WebinarIAB Europe
Following their participation in the IAB Europe webinar on DOOH and Digital Audio, OMD have put together a brief presentation taking a deeper look into their DOOH campaign for HP.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
Data Driven Media: Understanding Programmatic AdvertisingThe Holla Agency
This is the slideshow that was presented in this month's Data Driven Media: Understanding Programmatic Webinar where JJ Eastwood from and Rochelle Cass discussed Programmatic.
From the conference: Ankara Marka Festivali
Subject: Data & Programmatic Advertising
We've discussed the details of data, programmatic advertising, and how these two concepts are related to each other.
Programmatic Advertisement: A simplified outlook for beginnersPrativa Satpathy
Programmatic advertisement is complex for beginners to understand due to involvement of a crazy amount of middle players, exchanges, and lot more. Here's is an effort to simplify your understanding on Programmatic Advertisement
Programmatic advertising is primed for another monumental year, with total US programmatic digital display ad spending expected to reach $14.88 billion and for the first time ever account for more than half of all digital display ad dollars. Topics in this webinar include: How will the nearly $15 billion break down into areas such as open exchanges, private marketplaces, programmatic direct, video and mobile? How is programmatic evolving from a primarily open marketplace to a more private and direct one? Should marketers expect programmatic to infiltrate the ad-buying process on newer screens like wearables and older ones like TV?
Während viele noch etwas verhalten gegenüber Programmtic Buying sind, charakterisiert und beeinflusst Programmatic Buying – der automatisierte Ein- und Verkauf von Werbeplätzen – und die damit einhergehende Marketing-Automatisierung, die Marketing-Branche nachhaltig. Unklar ist für viele, in welcher Form und in welchem Umfang es sie selbst und damit ihren Job und ihr Daily Business betreffen wird.
A short and basic presentation on programmatic advertising, how media buying was done in the past and difference it has made.
This presentation can be useful if the audience is new or has very little idea about programmatic or digital marketing.
The term “programmatic” is not new or fresh. You’ve probably heard a lot about it. It’s a channel that is here to stay. However, many advertisers are still struggling to truly understand what it is, why they need it and how to get started. The landscape is a sea of logos and different technologies, all claiming to have the ultimate solution.
In this presentation, Hanapin Marketing’s Bryan Gaynor and MightyHive’s Myles Younger guide you through the Top 5 FAQs When Considering Programmatic. Whether you are an in-house marketer, or part of an agency team, we will guide you through some of the most common questions you should be asking when considering your programmatic stack.
ProgrammatiCon 2017 - Keynote: Programmatic - the next industry revolution fo...e-dialog GmbH
Programmatic is more than just buying and selling advertising; it is a technological force that is disrupting the very essence of traditional media buying, impacting every field from Channel Sales, Marketing, Finance and Analytics, Tech Stack and Adops to Product Development and Audience targeting. The sooner we understand the powerful tools we have at hand and the challenges that each one of these markets is experiencing, the sooner we can profit from its properties and use this industry revolution to our greater success.
DOOH Presentation by OMD for DOOH and DA WebinarIAB Europe
Following their participation in the IAB Europe webinar on DOOH and Digital Audio, OMD have put together a brief presentation taking a deeper look into their DOOH campaign for HP.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
Data Driven Media: Understanding Programmatic AdvertisingThe Holla Agency
This is the slideshow that was presented in this month's Data Driven Media: Understanding Programmatic Webinar where JJ Eastwood from and Rochelle Cass discussed Programmatic.
From the conference: Ankara Marka Festivali
Subject: Data & Programmatic Advertising
We've discussed the details of data, programmatic advertising, and how these two concepts are related to each other.
Programmatic Advertisement: A simplified outlook for beginnersPrativa Satpathy
Programmatic advertisement is complex for beginners to understand due to involvement of a crazy amount of middle players, exchanges, and lot more. Here's is an effort to simplify your understanding on Programmatic Advertisement
Programmatic advertising is primed for another monumental year, with total US programmatic digital display ad spending expected to reach $14.88 billion and for the first time ever account for more than half of all digital display ad dollars. Topics in this webinar include: How will the nearly $15 billion break down into areas such as open exchanges, private marketplaces, programmatic direct, video and mobile? How is programmatic evolving from a primarily open marketplace to a more private and direct one? Should marketers expect programmatic to infiltrate the ad-buying process on newer screens like wearables and older ones like TV?
Während viele noch etwas verhalten gegenüber Programmtic Buying sind, charakterisiert und beeinflusst Programmatic Buying – der automatisierte Ein- und Verkauf von Werbeplätzen – und die damit einhergehende Marketing-Automatisierung, die Marketing-Branche nachhaltig. Unklar ist für viele, in welcher Form und in welchem Umfang es sie selbst und damit ihren Job und ihr Daily Business betreffen wird.
A short and basic presentation on programmatic advertising, how media buying was done in the past and difference it has made.
This presentation can be useful if the audience is new or has very little idea about programmatic or digital marketing.
The term “programmatic” is not new or fresh. You’ve probably heard a lot about it. It’s a channel that is here to stay. However, many advertisers are still struggling to truly understand what it is, why they need it and how to get started. The landscape is a sea of logos and different technologies, all claiming to have the ultimate solution.
In this presentation, Hanapin Marketing’s Bryan Gaynor and MightyHive’s Myles Younger guide you through the Top 5 FAQs When Considering Programmatic. Whether you are an in-house marketer, or part of an agency team, we will guide you through some of the most common questions you should be asking when considering your programmatic stack.
ProgrammatiCon 2017 - Keynote: Programmatic - the next industry revolution fo...e-dialog GmbH
Programmatic is more than just buying and selling advertising; it is a technological force that is disrupting the very essence of traditional media buying, impacting every field from Channel Sales, Marketing, Finance and Analytics, Tech Stack and Adops to Product Development and Audience targeting. The sooner we understand the powerful tools we have at hand and the challenges that each one of these markets is experiencing, the sooner we can profit from its properties and use this industry revolution to our greater success.
What is Programmatic Advertising and how does it work? This talk by Webrepublic's Tech Lead Dorian Kind explains the basic principles and discusses the importance of creatives, media buying and tracking in a shifting advertising world.
The talk was given at the University of Zurich on November 4, 2016.
Guide to Programmatic Media buying for recruitment. Top tips, explanation of strategic uses, examples of how ads are targeted and all the important terms decoded.
The second section to this series covers information about programmatic buying digital audio. Here you'll find: facts of programmatic buying, tips to improve campaigns, trends and more.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
Programmatic: What Buyers and Sellers Should KnowDigiday
Programmatic advertising is here to stay, and is likely to dominate the majority of media trades on a volume and revenue level moving forward. This session with Matt O'Neill, head of supply and fulfillment at Unanimis, will discuss what buyers and sellers can do to optimize exchanges, change and build their audience and move away from standard ad units.
On October 11th 2022 various speakers shared their expertise and vision on the future of commerce media and how to unlock these opportunities for your business. This included the rise of retail media, how to increase your visibility on the digital shelf and the future of social shopping.
Digital Advertising & Marketing Entrepreneurship: current building blocks and...Elias Gagas
Presented at Hellenic American college on April 28th ( http://haec.gr/en/aboutus/past-events/elias-gagas )
Additional links to material contained within:
- http://www.lumapartners.com/resource-center/lumascapes-2/ (these are the Lumascapes - some were included in the presentation)
- http://www.conversationprism.com/ (this is the social map)
- https://www.youtube.com/watch?v=-Glgi9RRuJs (the video showed)
Building an AI-powered marketing assistant in the cloud with AdstreamAdstream
Adstream, the leading global provider of digital asset management, creative logistics and analytics solutions, today is launching a new project that aims to reduce an estimated $80 billion of inefficiencies in the advertising and marketing industries. These inefficiencies are caused by the current labour intensive, highly-manual ad campaign workflows of TV, online, radio, cinema, outdoor and print.
To help marketers manoeuvre through the world of advertising, Adstream’s new project will hand workflows and their day-to-day management entirely over to autonomous AI-powered marketing assistants running in the cloud. This stands in contrast to the traditional SaaS approach of adding more products, UI/UX, and cross-platform integrations.
Contact us via www.adstream.com
In this conversation, Robin I will discuss the rapidly changing landscape of marketing in today's digital age. With the emergence of artificial intelligence, virtual reality, chatbots, and other advanced technologies, businesses must navigate new marketing tactics to stay ahead in the game. I will address the intersection of these emerging technologies and marketing tactics, and how they can be leveraged to create greater customer engagement, stronger brand loyalty, and ultimately, a more profitable business. Robin will also cover the importance of staying on top of emerging trends in order to remain competitive and successful in today's fast-paced market.
Understanding the Ins and Outs of Programmatic for PPCHanapin Marketing
In this presentation, Founder and CEO of MightyHive Pete Kim will join Hanapin Account Manager Bryan Gaynor to tell you all about the importance of implementing programmatic advertising into your PPC strategy. From day-to-day operations to explaining its importance to your CMO, we’ll give you expert insights on the world of programmatic.
Visible Wireless: Grass Roots Branding and Media PlanningMediaPost
Visible Wireless, a retail brand of Verizon, doubled down on social channels to find and cultivate communities that wanted an alternative telecom model. And in turn those communities have informed everything about how the brand grew – from product development even to media planning. What does a grass roots media strategy look like?
Looking back on the migration to real-time programmatic from traditional media direct sales and ad network models, one can see parallels in the evolution of connected tv media buys today. However, there are powerful voices and a complicit media machine swimming against the current of change in how television content is valued, bought and sold. Are recurring programmatic inventory buying & selling patterns that preceded CTV likely to repeat themselves?
First-Party Data Takes The Cake In A Post-Cookie WorldMediaPost
Shopper behavior has been disrupted and now, more than ever, consumers are in the driver’s seat. As third-party cookies go away and data privacy regulations increase, consumer trust is paramount and should be earned through value exchange. Discover how the power of Kroger Precision Marketing’s first party data and advanced targeting capabilities has changed the media advertising ecosystem by holding media accountable for driving real business outcomes.
Real-time buying for real-time events: Leveraging Programmatic TV for Live Ev...MediaPost
Be memorable in the streaming space and learn how to best leverage real-time events on Live OTT with highly engaged, leaned forward audiences no matter your budget. Hear from one of the largest vMVPDs the value of executing live events programmatically and bring your strategy to the next level.
The Right Audience for the Job: Cadillac’s First Party Data Engine MediaPost
The Cadillac brand has been designing a new model (for consumer data, that is), which is aerodynamically suited to the next generation of information highway. It is powered by a single point of truth first party data engine that makes the company’s use of third party data more accurate and efficient and even finds new affinity audiences that work within a people-based marketing framework. Let’s take a test drive with Cadillac CRM, Audience and Personalization Manager Kate Wonsul.
Sustained Innovation Through Creativity, Technology & DataMediaPost
Avocados From Mexico has built one of the most successful digital practices in the industry in terms of both creativity and performance. Ivonne Kinser, AFM's head of digital marketing & ecommerce, will share the brand's approach to combine creativity, technology and data to develop stronger customer relationships that significantly increased the performance of their campaigns.
Consumers demand privacy and digital marketing is evolving. Advertisers need a future-proof targeting solution that doesn't rely on third-party cookies or mobile identifiers. Hyper-relevant contextual targeting is a privacy-safe solution that goes beyond the keyword or category level to offer unparalleled relevance and reach in brand suitable environments, which means you can reach your target buyers at the moment they're most likely to engage - without cookies.
There's a lot of uncertainty and concern around the upcoming changes restricting 3rd party cookie based targeting. Marketers are scurrying to pivot against these changes with very little concrete guidance on what parameters will be in place.
The acceleration of streaming this past year has made video even more critical to a brand's growth strategy. Lexmark’s director of marketing operations, Mike Dattilo, shares how he’s successfully targeting SMB users to expand their audience, brand awareness and increase conversions through performance video.
When Less is More: Building a Successful Advertising Business from a Subscrip...MediaPost
In 2020, The New York Times added a record 2.3 million digital-only subscriptions, bringing its subscriptions to digital products and print newspaper to more than 7.5 million. By focusing on improving the reader experience, the Times has built stronger relationships with its subscribers and knows what type of information and storytelling resonates with their influential audience. Hear how The Times is focusing on fewer, higher quality ads and using its first-party data to offer targeting based on emotional states and reader motivations to provide more powerful ad experiences.
What Do First Party Data and Golf Have In Common? MediaPost
As it turns out, two major strategies. Join Omeda leaders Tony Napoleone, VP Client Experience, and James Capo, COO, to discuss market changes and the two winning strategies you need with your audience data.
Turning Customers Into Fans: Church’s New Social Media PlaybookMediaPost
As social platforms fragment, brands need to remain flexible in their paid and organic strategies. Church’s Chicken reimagined its social media playbook for changed times. Alan Magee explains how they sought to encourage more than engagement but engender true brand fan love. With campaigns that broke through the clutter Church’s is growing its social footprint and engagement in ways that serve the core business and not just Follows and Likes.
Restaurant Customer Engagement: The Path to PersonalizationMediaPost
Driven by necessity and rising customer expectations, the digital transformation of restaurants is well underway. Your customers now engage with you through multiple channels across various devices, yet still expect you to seamlessly deliver highly personalized experiences. Join us to learn how restaurants can orchestrate these personalized customer journeys at scale.
Delivery & Streaming, the Ultimate Experience with RokuMediaPost
Dig into the secular shift to streaming. Join Jeff Katz, Head of Sales in the Central Region at Roku, as he shares 3 key updates for QSR Marketers from America’s #1 TV Streaming Platform:
- Foursquare QSR Insights
- Roku Platform Updates
- Beta Measurement Opportunity
Brand licensing is more than an incremental revenue opportunity for QSRs. It is a branding play that can have multiple benefits for branding, sales and even expansion. Using Cinnabon as an example, Focus explores how putting its legendary buns on grocery shelves and into pizza orders.
Three Tips to Maximize Creative Asset EfficiencyMediaPost
Advertising campaigns for quick service restaurants are a constant. You’re never NOT trying to get feet in the door. In an effort for brands and franchisees to meet audiences wherever they are with exciting promotions, marketers need to create exponential amounts of content, quickly. But quickly doesn't always mean efficiently. Join this session to learn three ways to get the most out of your ad creative and maximize the value of your assets.
The QSR Media Dispersion: Pre, Mid & Post Pandemic – By the NumbersMediaPost
The QSR media mix’s future was pulled forward by three years in April 2020. This was a necessary change and one that has helped the strong survive and grow. In this session, Senior Director of Sales for Simpli.fi, Casey Squier will review foot traffic trends, both nationally and locally, and the shift in ad spend across mobile, display, video, and CTV. He will also discuss a case study with a national QSR who did it right and is thriving in a post-Covid world.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
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3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
3.0 Project 2_ Developing My Brand Identity Kit.pptx
Gary milner
1. Unifying The Brand With RTB
Gary Milner
Director, Global Digital Marketing Strategy
Lenovo
2.
3. 3
STRANGER IN A STRANGE LAND
Alan Partridge
Geordie accent problems - YouTube
4. 4
Life Philosophy And Digital
“ We overestimate the potential of
technology in the short term,
underestimate in the long term”
“Value is in the eye of the beholder”
5.
6. 66
A $34B global
personal technology company
with 30,000 people and
customers in 160+ countries.
7. 77
A Global Matrixed Organization
2013 LENOVO
CHINA
AMERICAS
ASIAPACIFIC
EMEA
THINK
BUSINESS GROUP
LENOVO
BUSINESS GROUP
GLOBAL OPERATIONS
CUSTOMER-DRIVEN
FRONTEND
INTEGRATED
BACKEND
8. 8
A View of Media and Digital Myths
A View Of How Digital Media Is Bought And Will Be Bought
Content Marketing, Platforms And RTB
Strategy On Brand Media Measurement And Investment
Benefits To Lenovo With Examples
TODAY’S TALKING POINTS
9. 9
MEDIA - THE BUSINESS OF WASTE MANAGEMENT
For every 100 Display/Video Impressions there are
– Up to 3 clicks (3%)
– Cost variation w video (1c a view to 25c a view)
– Up to 2% engagement in the content
– Up to 80% of people watch a whole video ad
For Every Search keyword there are
– No wasted impressions (they are free)
– At best 5% will click on the ad
For every TV ad
– 40% will dvr it and skip the ad
– 40%+ will pick up a second screen during the ad
Social
– 1 in 6 will see a social posting
– Up to 5% will engage and share in the content
Seen
Not
Seen
10.
11. 11
MYTH 1 REALITY
NO REACH
How do you reach the right
Audience at the right time
Efficiently with the right
creative?
37BAccess 37+ billion
Impressions daily
40+Buy inventory
From 40+ countries
Multiple
Devices
14. 14
MYTH 4 – Premium vs Long Tail REALITY – “Eye of the beholder”
Which is Premium and Why?
“Premium is not site size or safety it is site value to consumer “
15. 15 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
MEDIA, THE OLD WAY
17. 17
REMEMBER THIS?
How do you reach the right
Audience at the right time
Efficiently with right creative?
Global Pop = 7bn
18. 18
HISTORY REPEATS – MASSIVE INVENTORY DRIVES AUTOMATION
Unified cross payment system designed to replace
merchant by merchant systems
The entire end-to-end task of looking for a flight,
reserving a seat and then writing up the ticket could
take up to three hours in some cases, and 90
minutes on average.
At first, it was merely a computer bulletin
board system and did not actually connect buyers
and sellers
23. 23
Marketing – The New Way Marketing – The Old Way
“The new marketing landscape is about
earning ownership of the experiences
where your products are used and
brands are shaped…”CONTENT MARKETING”
“Impression Marketing Increasingly Ineffective”
25. 25
High
Volume
System Buy
Variety of
Media
In real Time
Globally
Dynamically
Adjusted
Based On
Results
Multi device
PREMIUM MEDIA- OLD WAY
Value Should Be Beyond The Impression …
LENOVO NEW WAY – PLATFORM DRIVEN
PLATFORM
BUYING +
MEASUREMENT
STANDARD
METRICS
Buy
Audience
Dynamically
Amplify Premium
Content On Platforms
Premium Buying Should Be
- Metrics Driven
- Contextual (Tech)
- Program Based
(content/contests/social)
NOT SITE BASED
LENOVO BRAND MARKETING INVESTMENT– DATA DRIVEN
26. 26
High
Volume
System Buy
Variety of
Media
In real Time
Globally
Dynamically
Adjusted
Based On
Results
Multi device
PREMIUM MEDIA- OLD WAY
Value Should Be Beyond The Impression …
LENOVO NEW WAY – DATA DRIVEN
PLATFORM
BUYING +
MEASUREMENT
STANDARD
METRICS
Completion Rates
Brand Consideration Lift
CTR
CPV
Move Investment in Media and Creative by Metrics
Buy
Audience
Dynamically
“VIDEO EXAMPLE”
LENOVO BRAND MARKETING INVESTMENT– DATA DRIVEN
Amplify Premium
Content On
Platforms
27. 27
PLATFORM STRATEGY BENEFITS ……
Country
Agencies
Geo Marketing
Business Unit
WW Advertising
Digital COE
ALIGN THE ORGANIZATION
REDUCES MEDIA WASTE THROUGH METRICS
DRIVES CREATIVE EFFICIENCIES - TESTING
IMMEDIATE SCALE WITH TRANSPARENCY AND BRAND SAFETY
RESPOND TO RAPID CHANGE
STANDARD
METRICS
(Video)
Completion
Rate
Brand
Consideration
Lift
CPV
CTR
PLATFORM
BUYING +
MEASUREMENT
Supports
Search / Social
Display / Video
High Volume
System Buy
Variety of Media
In real Time
Globally
Dynamically
Adjusted Based
On Results
Multi device
LENOVO NEW WAY – DATA DRIVEN
28.
29. 29
CAMPAIGN EXAMPLE – COST REDUCTION
YOGA Q3 LAUNCH vs Q4 TEST
• PLATFORM COSTS 7-10X LOWER
THAN INITIAL LAUNCH COST ON CPV
• SAME AUDIENCE TARGET
• HIGHER COMPLETION RATE >80%
• ACHIEVED 70% BELOW CONTRACT
COST
30. 30
EXAMPLE - DYNAMICALLY OPTIMIZE TO SHARES
RESULTS
For every one view there was 1 share
For every view there were 2 shares
1. Campaign
100% EFFICIENCY IMPROVEMENT
IN MOVING WEIGHTING
2. Product Video
31. 31
DYNAMIC OPTIMIZATION TO VIEW TIMES
Mass Media
60% of
Impressions
40%
Completion
Rate
Tech Media
40% of
Impressions
80%+
Completion
Rate
Product Video
Dynamic
Remix
To
Tech
32.
33. 33
Video, Search and Social Advertising
Are Key Growth Areas For Online $
Complexity increasing
– Media Outlets, Ad types, Volume of
placements, Devices, Data Complexity
Creativity Online at New Levels
– Stellar Ad Units
Millenial Audience that Engages
Need To Amplify Successful content
The Time is Right For Brand Drive Programmatic Marketing.
34.
35.
36. 36
Programmatic buying and real-time bidding will account for about 25% of all online
video ad spend in 2014, according to a new report released by Forrester and
commissioned by SpotXchange, a global ad marketplace.
Real-time bidding more then doubled from 2011 to 2012, representing the fastest
growing segment of the online video business, Forrester says. The sector is slated
to grow more than 70% this year.
DATA