This document discusses the growing trend of global programmatic advertising. Programmatic advertising uses automation and data to target digital ads. The summary is:
1. Programmatic advertising is no longer confined to the US, but is growing internationally as brands look to deliver targeted messages globally.
2. Drivers for adopting programmatic internationally are similar to the US - increasing efficiency to get more out of budgets. However, regional variations require localized approaches.
3. A recent forecast predicts worldwide programmatic ad spending will rise 52% in 2014 and continue growing 27% annually through 2018, totaling $53 billion.
Digital Australia Monthly Update - March 2014Damus Chu
This is the 2nd edition of DAMUS. Pug Life has summarised a very busy month of training & research for marketers in Australia in under 20 slides.
This includes key-points from over 8 hours of research and training across: 1) Google Partners Master Class Workshop, 2) Sales Force 1 World Tour, 3) Roy Morgan State of The Nation, 4) Nielsen Digital Landscape and finally 5) Sizmek's Global Digital Benchmarks for 2013.
If you require a digital expert to help you run your digital campaigns, please contact me on damus@puglifeadsolutions.com.au or follow me on Facebook, LinkedIn, Twitter or Google+.
Thanks for visiting.
Digital Australia Monthly Update Session - February 2014Damus Chu
Digital Australia Monthly Update Session written by Damus Chu, owner of Pug Life Ad Solutions. He has worked in corporate media across several industries in the last 7 years, managed over $20m worth of media and familiar with the Sydney and Melbourne markets. Every month he will collate digital ad opportunities collected from the media owners in Australia and present them to you on Slide Share.
Tomorrow’s News 2018 explores:
News consumption patterns and habits of global executives The importance of news brands and social media Perceptions of news brands and advertisers
Issues around data transparency and GDPR
Future tech influencers of news consumption and businesses
COVID19 has had a substantial impact on digital consumption habits of people in Myanmar. Consumers have broadened their adoption of new technology to support their requirements from increasing digital entertainment including mobile games and online video, to online shopping and food delivery.
Digital Australia Monthly Update - March 2014Damus Chu
This is the 2nd edition of DAMUS. Pug Life has summarised a very busy month of training & research for marketers in Australia in under 20 slides.
This includes key-points from over 8 hours of research and training across: 1) Google Partners Master Class Workshop, 2) Sales Force 1 World Tour, 3) Roy Morgan State of The Nation, 4) Nielsen Digital Landscape and finally 5) Sizmek's Global Digital Benchmarks for 2013.
If you require a digital expert to help you run your digital campaigns, please contact me on damus@puglifeadsolutions.com.au or follow me on Facebook, LinkedIn, Twitter or Google+.
Thanks for visiting.
Digital Australia Monthly Update Session - February 2014Damus Chu
Digital Australia Monthly Update Session written by Damus Chu, owner of Pug Life Ad Solutions. He has worked in corporate media across several industries in the last 7 years, managed over $20m worth of media and familiar with the Sydney and Melbourne markets. Every month he will collate digital ad opportunities collected from the media owners in Australia and present them to you on Slide Share.
Tomorrow’s News 2018 explores:
News consumption patterns and habits of global executives The importance of news brands and social media Perceptions of news brands and advertisers
Issues around data transparency and GDPR
Future tech influencers of news consumption and businesses
COVID19 has had a substantial impact on digital consumption habits of people in Myanmar. Consumers have broadened their adoption of new technology to support their requirements from increasing digital entertainment including mobile games and online video, to online shopping and food delivery.
Tablet Marketing Whitepaper - August 2014Damus Chu
A compelling business case for tablet marketing in Australia.
Contents:
- Executive Summary.
- Online Snapshot.
- Nascent Tablets Growing Rapidly.
- Multi-device usage for Tablets.
- More News Consumed Digitally.
- Next-generation using tablets.
- Tablets are used in lean-back settings.
- Greater demand in automotive industry.
- Bigger sessions on web/apps.
eMarketer Roundup: Optimizing Mobile AdvertisingFilipp Paster
Metrics used to measure mobile app and mobile native advertising success
How marketers are using mobile coupons and beacons to help attribute in-store purchases
How mobile video is being used to build brand awareness
Interviews with MoPub and Personal Capital about their efforts to better target and engage users across mobile channels
Mobile in 2013: Our Take On The Top Trends & InsightsMCSaatchiMobile
The slides from our Inside Mobile Event. Find out what's going to be big and what's not, learn how to navigate the new mobile landscape and ensure you're prepared with the best mobile strategy for 2013.
With the innate measurability of digital comes a new set of considerations on how to deliver and evaluate advertising activity. The Value of a Digital Ad is a collection of comScore research which demonstrates how clean impressions that are free from invalid traffic and fraud, as well as viewable by human audiences, are fundamental to success.
As specialist advisers to the marketing communications and technologies industry, we are uniquely positioned to ensure that we are continually on top of key trends in this rapidly evolving landscape.
Opera Mediaworks is the largest mobile advertising and marketing platform in the world, reaching an audience of 1.2 billion consumers globally. We help clients deliver innovative brand experiences that evoke emotion and deliver real outcomes fueled by data, technology and creativity. Trusted by Fortune 500 brands and more than 85% of the world’s top grossing mobile publishers, we are an essential advertising and monetization platform to drive meaningful results on mobile. Known for our exclusive Instant-Play™ HD video technology, our global performance advertising business and our extensive ad SDK footprint in the Top 1000 apps worldwide, we are passionate about helping brands connect with consumers at scale on the most important screen in their lives. A fully-owned subsidiary of Opera ASA, Opera Mediaworks is a global organization with 24 offices worldwide.
India is inching closer to becoming a trillion dollar digital economy with rapidly expanding digital infrastructure and greater accessibility to technology. With 90% of India set to own a mobile phone by 2022, it comes as no surprise that mobile is the primary driver of this transformation. For the marketer, therefore, it becomes extremely crucial to gauge the depths and dynamics of the Indian mobile user. This report provides a repository of information that taps into these learnings.
The Mobile Hub: The next presentation in our Inside Mobile Masterclass seriesMCSaatchiMobile
How to effectively integrate mobile into a multi-channel marketing plan.
The smartphone is increasingly becoming the centre of consumers' lives. Consumers spend over 23% of their media time with their mobile, yet only 1% of media spend is focused on mobile. Discover the importance of placing mobile at the heart of your brand strategy.
16 for 16 trends handbook - Ignition one - 2016Romain Fonnier
Manuel des 16 tendances marketing 2016, par IgnitionOne : Rester au courant des changements constants des tendances marketing n’est pas chose facile – savoir quelles tendances perdurera et qu’elle autre va s’arrêter rajoute à la complexité. C’est pourquoi IgnitionOne a créé le Manuel 16 – un exposé en profondeur des 16 tendances de fond du marketing en 2016 et comment chacune de ces tendances va directement impacter les marketeurs. Basé sur le webinar animé par Patti Renner, Vice Présidente Marketing d’IgnitionOne pour l’Amérique du Nord, ce manuel fournit des pistes de réflexion aux marketeurs désireux de comprendre comment ils peuvent utilisées ces tendances de l’industrie pour renforcer leur stratégie 2016 – et leurs propres compétences.
Téléchargez ce manuel pour en apprendre plus sur :
Le déploiement des “walled gardens”
Le Marketing de la personnalisation
L’Ad blocking
La Convergence des messages
Le Marketeur, acteur des ventes
Et plus…
Read more at http://www.ratecard.fr/manuel-16-tendances-marketing-2016-ignitionone/#xS6CR31fodUWMWg1.99
Marketer Perceptions of Mobile Advertising - 2013 IAB/OVUMservicesmobiles.fr
Les résultats présentés dans cette étude donnent un aperçu unique de la publicité mobile à partir d'un point de vue de l'acheteur, et les résultats sont à nouveau positives et stimulantes.
Developing effective value creation in digital advertising. Focuses on how programmatic media buying strategy can identify value which enables brands to build upon customer relationships. By aligning operations and analysis around overall marketing strategies programmatic media industry participants can increase the vale they provide.
Un estudio reciente del Boston Consulting Group (BCG) ha revelado que los editores que aprovechan por completo la oportunidad programática, que crece rápidamente, obtienen unas ganancias económicas medidas y una mejor posición en el mercado a largo plazo.
BCG completó recientemente un estudio global realizado entre 25 editores y aplicado a una serie de segmentos para entender mejor la contribución de la programática a los resultados finales de un editor.
Los resultados indicaron que los mejores editores que utilizan la programática de forma estratégica superan el promedio del mercado, lo que genera un porcentaje elevado de ventas programáticas a la vez que aumenta los CPM generales. Utilizan la tecnología con efectividad para operar de forma más eficaz y aumentar los ingresos y los márgenes.
En el informe se describen las cuatro mejores prácticas que los principales editores aplican para crear su sólido camino hacia los beneficios.
Tablet Marketing Whitepaper - August 2014Damus Chu
A compelling business case for tablet marketing in Australia.
Contents:
- Executive Summary.
- Online Snapshot.
- Nascent Tablets Growing Rapidly.
- Multi-device usage for Tablets.
- More News Consumed Digitally.
- Next-generation using tablets.
- Tablets are used in lean-back settings.
- Greater demand in automotive industry.
- Bigger sessions on web/apps.
eMarketer Roundup: Optimizing Mobile AdvertisingFilipp Paster
Metrics used to measure mobile app and mobile native advertising success
How marketers are using mobile coupons and beacons to help attribute in-store purchases
How mobile video is being used to build brand awareness
Interviews with MoPub and Personal Capital about their efforts to better target and engage users across mobile channels
Mobile in 2013: Our Take On The Top Trends & InsightsMCSaatchiMobile
The slides from our Inside Mobile Event. Find out what's going to be big and what's not, learn how to navigate the new mobile landscape and ensure you're prepared with the best mobile strategy for 2013.
With the innate measurability of digital comes a new set of considerations on how to deliver and evaluate advertising activity. The Value of a Digital Ad is a collection of comScore research which demonstrates how clean impressions that are free from invalid traffic and fraud, as well as viewable by human audiences, are fundamental to success.
As specialist advisers to the marketing communications and technologies industry, we are uniquely positioned to ensure that we are continually on top of key trends in this rapidly evolving landscape.
Opera Mediaworks is the largest mobile advertising and marketing platform in the world, reaching an audience of 1.2 billion consumers globally. We help clients deliver innovative brand experiences that evoke emotion and deliver real outcomes fueled by data, technology and creativity. Trusted by Fortune 500 brands and more than 85% of the world’s top grossing mobile publishers, we are an essential advertising and monetization platform to drive meaningful results on mobile. Known for our exclusive Instant-Play™ HD video technology, our global performance advertising business and our extensive ad SDK footprint in the Top 1000 apps worldwide, we are passionate about helping brands connect with consumers at scale on the most important screen in their lives. A fully-owned subsidiary of Opera ASA, Opera Mediaworks is a global organization with 24 offices worldwide.
India is inching closer to becoming a trillion dollar digital economy with rapidly expanding digital infrastructure and greater accessibility to technology. With 90% of India set to own a mobile phone by 2022, it comes as no surprise that mobile is the primary driver of this transformation. For the marketer, therefore, it becomes extremely crucial to gauge the depths and dynamics of the Indian mobile user. This report provides a repository of information that taps into these learnings.
The Mobile Hub: The next presentation in our Inside Mobile Masterclass seriesMCSaatchiMobile
How to effectively integrate mobile into a multi-channel marketing plan.
The smartphone is increasingly becoming the centre of consumers' lives. Consumers spend over 23% of their media time with their mobile, yet only 1% of media spend is focused on mobile. Discover the importance of placing mobile at the heart of your brand strategy.
16 for 16 trends handbook - Ignition one - 2016Romain Fonnier
Manuel des 16 tendances marketing 2016, par IgnitionOne : Rester au courant des changements constants des tendances marketing n’est pas chose facile – savoir quelles tendances perdurera et qu’elle autre va s’arrêter rajoute à la complexité. C’est pourquoi IgnitionOne a créé le Manuel 16 – un exposé en profondeur des 16 tendances de fond du marketing en 2016 et comment chacune de ces tendances va directement impacter les marketeurs. Basé sur le webinar animé par Patti Renner, Vice Présidente Marketing d’IgnitionOne pour l’Amérique du Nord, ce manuel fournit des pistes de réflexion aux marketeurs désireux de comprendre comment ils peuvent utilisées ces tendances de l’industrie pour renforcer leur stratégie 2016 – et leurs propres compétences.
Téléchargez ce manuel pour en apprendre plus sur :
Le déploiement des “walled gardens”
Le Marketing de la personnalisation
L’Ad blocking
La Convergence des messages
Le Marketeur, acteur des ventes
Et plus…
Read more at http://www.ratecard.fr/manuel-16-tendances-marketing-2016-ignitionone/#xS6CR31fodUWMWg1.99
Marketer Perceptions of Mobile Advertising - 2013 IAB/OVUMservicesmobiles.fr
Les résultats présentés dans cette étude donnent un aperçu unique de la publicité mobile à partir d'un point de vue de l'acheteur, et les résultats sont à nouveau positives et stimulantes.
Developing effective value creation in digital advertising. Focuses on how programmatic media buying strategy can identify value which enables brands to build upon customer relationships. By aligning operations and analysis around overall marketing strategies programmatic media industry participants can increase the vale they provide.
Un estudio reciente del Boston Consulting Group (BCG) ha revelado que los editores que aprovechan por completo la oportunidad programática, que crece rápidamente, obtienen unas ganancias económicas medidas y una mejor posición en el mercado a largo plazo.
BCG completó recientemente un estudio global realizado entre 25 editores y aplicado a una serie de segmentos para entender mejor la contribución de la programática a los resultados finales de un editor.
Los resultados indicaron que los mejores editores que utilizan la programática de forma estratégica superan el promedio del mercado, lo que genera un porcentaje elevado de ventas programáticas a la vez que aumenta los CPM generales. Utilizan la tecnología con efectividad para operar de forma más eficaz y aumentar los ingresos y los márgenes.
En el informe se describen las cuatro mejores prácticas que los principales editores aplican para crear su sólido camino hacia los beneficios.
Iab europe attitudes towards programmatic advertising report june 2016IAB Europe
Attitudes towards Programmatic Advertising:
Nearly all stakeholders including strategists, planners, buyers and operational teams across the digital ecosystem are embracing programmatic advertising and building on its potential for value creation. With only 13% of advertisers, 8% of publishers and 7% of media agencies claiming that they are not using programmatic technology, the study shows that almost everybody in the industry is now deploying some form of programmatic advertising.
Respondents named a reduction of media wastage and greater cost and trading efficiencies as the most important impacts of programmatic. The research also highlights growing recognition among the industry that as programmatic matures, it contributes to key advertising objectives such as scaling mobile campaigns and reaching consumers more effectively with branding messages.
Greater integration with wider ad measurement models and increasing sophistication beyond the click are other two other key factors driving programmatic adoption.
With benefits clearly recognised and cited in the research, and emergence of proven models, programmatic adoption is likely to continue to grow. Indeed, all stakeholders remain optimistic about the outlook of programmatic with over 90% of them citing an increase in investment over the next 12 months.
But the benefits are accompanied by challenges, and significant barriers to adoption remain. The biggest bottleneck is finding the people with the right skills and experience to navigate this brave new world successfully.
For the first time the research looked at the operational models used to execute programmatic and there is a clear evolution of programmatic strategy across markets. Advertisers start out on their programmatic journey with an independent specialist, then move to an agency or DSP and then in mature markets adopt an agency or hybrid model, i.e. a combination of more than one strategy. Similarly, publisher strategies are evolving; they start out with a hybrid model, then lean more heavily on their SSP and finally bring the expertise in-house. For agencies, the in-house agency trading desk remains dominant.
What to Expect From Programmatic in 2015Extreme Reach
"Predictions for programmatic are plentiful. 11 experts forecast which are most likely to come to fruition, and how marketers should prepare."
Our Chief Digital Officer, Avi Brown, weighs in on the future of programmatic advertising and the importance of automating the direct buy.
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%).
Summary of Stacey Delaney's presentation from SAGE 2016Ruperta Daher
Stacey Delaney, Managing Director at Sparcmedia, presented on 'How to Add New Revenue Streams to your Business by Incorporating Programmatic Capabilities' at Sparcmedia's sponsored breakfast session at SAGE.
We are in the midst of the next great transformative era in the media business. The digital age, supported by data, technology, and predictive analytics has created a new opportunity to be more precise, more efficient, and more effective with our clients’ media investments:
- New ways of identifying who your customers are.
- New ways of reaching and influencing them at critical moments.
New ways of discovering the 50% of advertising that works, and avo- iding the 50% that doesn’t.
This reports analyses the state to digital media and its impact on the future.
For further information please look up your regional contact here: http://news.ipgmediabrands.com/magna-global/press-releases/
Briefly explain the importance and growth of programmatic advertising in the digital marketing landscape.
For a professional digital marketing agency in India, visit - adzmode.com
Impact Radius a buyer's guide to affiliate management software 2014Justin Leroy
Great guide from the expert team over at Impact Radius http://www.impactradius.com/
Impact Radius a buyer's guide to affiliate management software 2014
ClickZ has launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the technology landscape to help our community of readers make better decisions about vendors. The first of this series is dedicated to bid management platforms, which help brands maximize the returns on their PPC, social media, and display advertising budgets.
The role of a bid management platform has changed significantly over the past decade, in line with the increased sophistication of the digital media industry. With over $90 billion spent on paid search in 2017, these software packages play a vital role in deriving maximum value from a brand’s digital media budget.
The core component of the ClickZ bid management vendor guide is our customer survey, which received over 1,600 responses.
ClickZ Buyers Forum - Bid management - PPC, Social Media, DisplayClark Boyd
ClickZ has launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the technology landscape to help our community of readers make better decisions about vendors. The first of this series is dedicated to bid management platforms. These technologies help business get more from their PPC budgets and to enhance their digital marketing strategies.
Sách Affiliate marketing - Nghề của tương laiTuan Le
Sách này do mình và Đỗ Hữu Hưng, Ceo Accesstrade viết. Đội ngũ cố vấn sách toàn tên tuổi gạo cội trong làng Affiliate như Sơn Piaz, Tú Cao, Ông giáo review, Đặng Văn Hùng. Vì thế sách sẽ có góc nhìn từ 3 phía
- Mình: người có knowhow rộng và trải nghiệm phong phú nhiều mảng
- Chuyên gia: người đi lên từ số 0 và đang hàng ngày xắn tay làm affiliate marketing
- Đội vận hành: những người luôn bị publisher hỏi "khi nào em kiếm được tiền"
Kiến thức và quan điểm khác nhau nhưng nền tảng thì như nhau. Và tâm huyết của tất cả là: làm sao có 1 cuốn đầy cảm hứng, có tính ứng dụng, vừa kể chuyện xưa vừa dự báo về tương lai. Hàng triệu người cần đọc, và người không biết bán hàng hay làm affiliate marketing cũng có thể hiểu
"Affiliate marketing- nghề của tương lai" - tập 1 sẽ như 1 cuốn cơ bản. Những anh em giỏi, có kinh nghiệm rồi đừng kì vọng gì, mà nên mua tặng nhân viên/ đàn em. Những bạn mới vào nghề digital marketing/ affiliate marketing thì rất nên đọc. Những bạn chưa biết gì nhưng có sẵn thời gian mà muốn làm thì rất rất nên đọc. Các thầy đi dạy nên trang bị 1 cuốn rồi bắt học viên đọc cho đỡ phải dạy kiến thức/ số liệu cơ bản. Các bạn tò mò về thế giới kiếm tiền online hư hư thực thực cũng nên mua. Trong sách có rất nhiều số liệu, mô hình, thông tin sâu về Affiliate marketing lần đầu được thu thập chính thống
MUA SÁCH TẠI: https://a1grow.com/products/affiliate-marketing-nghe-cua-tuong-lai
Vietnam Pharmaceuticals & Healthcare Report - Q3 2022.pdfTuan Le
Report về các xu hướng ngành Dược phẩm/ Chăm sóc sức khỏe năm 2022 - 2024
Nội dung phù hợp cho marketing, business và các công ty giải pháp tư vấn dịch vụ
Cần thêm report, liên hệ A1grow.com
Đây là cuốn sách rất đáng đọc cho những bạn muốn bắt đầu kinh doanh TMĐT, hoặc đang kinh doanh rồi mà cần thêm case study và kiến thức để bứt phá
Nội dung sách tập hợp hàng trăm câu chuyện về những bạn trẻ không nổi tiếng nhưng đã đóng góp làn gió mạnh mẽ vào phong trào kinh doanh online ở Việt Nam và mang tinh thần vươn lên mãnh liệt của người Việt
Đó là những thanh niên 8x, 9x xuất phát từ những làng quê bình thường, học những trường bình thường và bắt đầu với những công việc bình thường. Sự nghiệp của họ có thể sẽ không được ai biết
Thế rồi bán hàng online bùng nổ những năm 201x, họ, với khát vọng, sự nỗ lực vượt bậc đã bén duyên với việc kinh doanh online. Từ tay trắng làm nên cơ nghiệp triệu đô trong vài năm là có thật
Những bạn mình đã biết đến từ lâu và vừa rồi phỏng vấn để hiểu tường tận bài học của họ: Hoayeuthuong, Vela corp, Gumac, Biluxury, Coolmate, Leonardo , Thegioigiay, Stella Kinetics, Hẻm store, ifitness, ladipage, Mieu, Ave group , Giian, Julyhouse, Light coffee, Nấm Xanh, Polomanor, Levents, Yody...khoảng 100 cái tên nổi bật mình sẽ kể qua trong suốt 15 năm của digital marketing / TMĐT Việt Nam
VÌ SAO CUỐN SÁCH ĐÁNG ĐỌC ?
- Mô hình Kinh doanh về lí thuyết chắc nhiều người đã viết nên mình muốn dẫn chứng bằng case study thực tế và gần gũi nhất
- 10 năm qua là thời điểm bùng nổ của TMĐT/ Startup ở Việt Nam giúp cho hàng ngàn thanh niên nông thôn mua Mẹc sắm Vinhomes. Mình may mắn chứng kiến và thực sự ấn tượng với những câu chuyện đó
- 10 năm tiếp theo chắc chắn sẽ có những mô hình kinh doanh đột phá. Mình gặp hàng ngàn bạn đang khát khao vươn lên. Nên mình muốn hỗ trợ các bạn đi nhanh hơn bằng những câu chuyện và bài học thực tiễn không hề có trong sách vở
Tiêu chí mình chọn lựa các Câu chuyện:
- Làm thật ăn thật. Rất nhiều cái bạn đọc trên báo rất ảo
- Mô hình có chiều sâu và khả năng mở rộng, không phụ thuộc vào may mắn nhất thời
- Founder có tâm muốn phát triển Dn và đem lại giá trị cho xã hội
Cái khó khăn lớn nhất khi viết về 1 chuyện thành công là bạn có đủ tầm để lí giải nó hay không? Có người sẽ cho là may mắn, người nhìn nó bình thường. Còn mình thì luôn đặt câu chuyện trong mối tương quan với thời thế và hoàn cảnh, để đưa cho mọi người góc nhìn tinh tuý và nhân văn nhất
Tin chắc rằng đây là 1 cuốn bạn không thể tìm thấy bất kì đâu tại Việt Nam. Và những năm tiếp theo mình sẽ viết chục cuốn như thế nữa
TẬP 1:
Đã phát hành từ 15.2.2020 và được hơn 5000 độc giả đón nhận. Cảm xúc rất tuỵệt vời khi có 1 cuốn sách khắc họa chân thực, sâu sắc những mô hình kinh doanh và bài học thành công trong suốt 10 năm qua, truyền cảm hứng cho giới trẻ khởi nghiệp.
TẬP 2:
Đã phát hành ebook vào 10.10.2023. Trong tập này, mình viết nhiều hơn về các kiến thức, kĩ năng, cho anh em khởi nghiệp: các mảng công nghệ, bán lẻ, tư vấn, TMĐT, Dropship, MMO, Affiliate....
Mua sách tại: https://a1grow.com/products/trieu-do-tap-2-sach-giay-ebook
Ver 2 - Từ nông thôn đến triệu đô - hay lược sử 15 năm Thương mại điện tử VNTuan Le
Đây là cuốn sách rất đáng đọc cho những bạn muốn bắt đầu kinh doanh TMĐT, hoặc đang kinh doanh rồi mà cần thêm case study và kiến thức để bứt phá
Nội dung sách tập hợp hàng trăm câu chuyện về những bạn trẻ không nổi tiếng nhưng đã đóng góp làn gió mạnh mẽ vào phong trào kinh doanh online ở Việt Nam và mang tinh thần vươn lên mãnh liệt của người Việt
Đó là những thanh niên 8x, 9x xuất phát từ những làng quê bình thường, học những trường bình thường và bắt đầu với những công việc bình thường. Sự nghiệp của họ có thể sẽ không được ai biết
Thế rồi bán hàng online bùng nổ những năm 201x, họ, với khát vọng, sự nỗ lực vượt bậc đã bén duyên với việc kinh doanh online. Từ tay trắng làm nên cơ nghiệp triệu đô trong vài năm là có thật
Những bạn mình đã biết đến từ lâu và vừa rồi phỏng vấn để hiểu tường tận bài học của họ: Hoayeuthuong, Vela corp, Gumac, Biluxury, Coolmate, Leonardo , Thegioigiay, Stella Kinetics, Hẻm store, ifitness, ladipage, Mieu, Ave group , Giian, Julyhouse, Light coffee, Nấm Xanh, Polomanor, Levents, Yody...khoảng 100 cái tên nổi bật mình sẽ kể qua trong suốt 15 năm của digital marketing / TMĐT Việt Nam
VÌ SAO CUỐN SÁCH ĐÁNG ĐỌC ?
- Mô hình Kinh doanh về lí thuyết chắc nhiều người đã viết nên mình muốn dẫn chứng bằng case study thực tế và gần gũi nhất
- 10 năm qua là thời điểm bùng nổ của TMĐT/ Startup ở Việt Nam giúp cho hàng ngàn thanh niên nông thôn mua Mẹc sắm Vinhomes. Mình may mắn chứng kiến và thực sự ấn tượng với những câu chuyện đó
- 10 năm tiếp theo chắc chắn sẽ có những mô hình kinh doanh đột phá. Mình gặp hàng ngàn bạn đang khát khao vươn lên. Nên mình muốn hỗ trợ các bạn đi nhanh hơn bằng những câu chuyện và bài học thực tiễn không hề có trong sách vở
Tiêu chí mình chọn lựa các Câu chuyện:
- Làm thật ăn thật. Rất nhiều cái bạn đọc trên báo rất ảo
- Mô hình có chiều sâu và khả năng mở rộng, không phụ thuộc vào may mắn nhất thời
- Founder có tâm muốn phát triển Dn và đem lại giá trị cho xã hội
Cái khó khăn lớn nhất khi viết về 1 chuyện thành công là bạn có đủ tầm để lí giải nó hay không? Có người sẽ cho là may mắn, người nhìn nó bình thường. Còn mình thì luôn đặt câu chuyện trong mối tương quan với thời thế và hoàn cảnh, để đưa cho mọi người góc nhìn tinh tuý và nhân văn nhất
Tin chắc rằng đây là 1 cuốn bạn không thể tìm thấy bất kì đâu tại Việt Nam. Và những năm tiếp theo mình sẽ viết chục cuốn như thế nữa
TẬP 1:
Đã phát hành từ 15.2.2020 và được hơn 5000 độc giả đón nhận. Cảm xúc rất tuỵệt vời khi có 1 cuốn sách khắc họa chân thực, sâu sắc những mô hình kinh doanh và bài học thành công trong suốt 10 năm qua, truyền cảm hứng cho giới trẻ khởi nghiệp.
TẬP 2:
Đã phát hành ebook vào 10.10.2023. Trong tập này, mình viết nhiều hơn về các kiến thức, kĩ năng, cho anh em khởi nghiệp: các mảng công nghệ, bán lẻ, tư vấn, TMĐT, Dropship, MMO, Affiliate....
Mua sách tại: https://a1grow.com/products/ebook-trieu-do-tap-1-2
Từ nông thôn đến triệu đô - hay lược sử 15 năm Thương mại điện tử VNTuan Le
Đây là cuốn ebook rất đáng đọc cho những bạn muốn bắt đầu kinh doanh TMĐT, hoặc đang kinh doanh rồi mà cần thêm case study và kiến thức để bứt phá
Suốt 1 tháng qua mình dành thời gian đi gặp rất nhiều bạn đã và đang kinh doanh TMĐT trong khoảng 10 năm qua để tìm hiểu câu chuyện thành công của họ. Từ đó đúc kết lại coi như là các bài học ngắn gọn và có giá trị sâu sắc mang tính thực tiễn
Mình muốn kể câu chuyện về họ, những Founder ko nổi tiếng nhưng đã đóng góp làn gió mạnh mẽ vào phong trào kinh doanh online ở Việt Nam và mang tinh thần vươn lên mãnh liệt của người Việt
Đó là những thanh niên 8x 9x xuất phát từ những làng quê bình thường, học những trường bình thường và bắt đầu với những công việc bình thường. Sự nghiệp của họ có thể sẽ không được ai biết
Thế rồi bán hàng online bùng nổ những năm 201x, họ, với khát vọng, sự nỗ lực vượt bậc đã bén duyên với việc kinh doanh online. Từ tay trắng làm nên cơ nghiệp triệu đô trong vài năm là có thật
Mua sách tại: https://a1grow.com/products/ebook-trieu-do-tap-1-2
Xây dựng Mô hình kinh doanh Social + commerceTuan Le
Làm sao để khởi nghiệp trên Internet với nguồn lực hạn chế, dựa vào đam mê và khả năng sẵn có của bản thân ? Làm sao để thiết lập mô hình kinh doanh tinh gọn, có hiệu quả và linh hoạt ? Làm sao để thu hút được khách hàng mà không cần đến các kĩ thuật cao siêu ? Tham khảo mô hình được hàng ngàn DN vận dụng rất hiệu quả tại VN
Kinh doanh dựa trên Cộng đồng - Social media và các giải pháp Ecommerce ngày càng trở nên phổ biến vì tính linh hoạt, tinh gọn và hiệu suất cao.
Mình quan sát nhiều startup và SMB đã phát triển theo mô hình này suốt 3 năm qua, và ứng dụng để tăng trưởng A1digihub suốt 6 tháng qua với nguồn lực rất hạn chế. Mình viết ebook này để dành cho các bạn, cũng như gửi lời cảm ơn tới các anh em đi trước đã dạy cho mình cách phát triển DN đúng đắn
Mô hình này dựa trên các Từ khoá sau đây sẽ lần lượt giải thích bằng các case study cụ thể trong các phần tiếp theo
- Hero
- Community
- Trend
- multi - touch points
- Ecosystem
- Freemium content
- Subscription
- O2O2O
- Tech
- Data
Ai sẽ phù hợp để đọc ebook này
Các bạn chịu trách nhiệm tăng trưởng cho các sản phẩm cần giáo dục & tạo cảm hứng cho người dùng. Ví dụ: chứng khoán, phần mềm, marketing automation, Anh văn, du học, du lịch, ẩm thực….
Các bạn Digital Marketers cần tìm các ý tưởng và nguồn cảm hứng mới, thay vì quá tập trung vào Ads như hiện nay
Các bạn đang nóng lòng khởi nghiệp, cần tìm những ví dụ cụ thể để bắt tay vào làm
Nội dung cũng sẽ phù hợp nhất cho các Startup/ SMB quy mô từ 5 → 30 nhân sự, ngân sách hoạt động ở mức 500 triệu → 3 tỉ mỗi năm, và tăng trưởng dựa trên các nền tảng số (facebook, google, youtube, instagram, website, email…)
MUA SÁCH TẠI: https://a1grow.com/products/ebook-xay-dung-mo-hinh-kinh-doanh-social-commerce
Quản trị và phân tích số liệu Từ excel đến Business IntelligenceTuan Le
Trong khoảng 3 năm qua mà chúng ta được nghe loáng thoáng các từ như Big data, Data-driven marketing, Machine learning, AI…Nhưng ứng dụng trong thực tế thế nào, và DN vừa và nhỏ có triển khai được không? Mình không viết về những điều cao siêu, mà chỉ là những câu chuyện giản đơn, gần gũi về việc phân tích số liệu giúp ra quyết định trong thực tế kinh doanh tại VN để các bạn cùng tham khảo
"Số liệu là thước đo giá trị của Doanh nghiệp" “Số liệu là vàng" “Số liệu là cơ sở để ra quyết định” Những cái này chắc các bạn đã nghe quá nhiều rồi. Nhưng tóm lại thì Số liệu giúp gì cho công việc kinh doanh của tôi ?
Lời của Peter Drucker: “If you can measure it, you can’t improve it"
Còn Edward Deming “If you do not know how to ask the right question, you can discover nothing"
Cuốn sách sẽ giúp các bạn thực hiện những cách thức đơn giản và không đòi hỏi kĩ thuật cao siêu gì mà vẫn tìm ra được câu hỏi bí ẩn đằng sau các Số liệu
Ai sẽ phù hợp để đọc ebook này
Các bạn chịu trách nhiệm tăng trưởng cho SMB vừa qua được giai đoạn “sống sót", cần tìm thêm cảm hứng và ý tưởng để vươn xa
Các bạn đang kinh doanh truyền thống, mong muốn lên môi trường số để tăng trưởng bằng TMĐT.
Các bạn Digital Marketers cần tìm các ý tưởng và nguồn cảm hứng mới, thay vì quá tập trung vào Ads như hiện nay
Các bạn đang nóng lòng khởi nghiệp, cần tìm những ví dụ cụ thể để bắt tay vào làm
Nội dung cũng sẽ phù hợp nhất cho các Startup/ SMB quy mô từ 5 → 30 nhân sự, ngân sách hoạt động ở mức 500 triệu → 3 tỉ mỗi năm, và tăng trưởng dựa trên các nền tảng số (facebook, google, youtube, instagram, website, email…)
MUA SÁCH TẠI: https://a1grow.com/products/sach-quan-tri-va-phan-tich-so-lieu-tu-excel-den-business-intelligence
Hành trình 10 năm của một Full stack digital marketerTuan Le
Rất nhiều bạn hỏi: Làm Digital marketing là làm những gì ? Em học trường ABC, em có bằng XYZ, em rất đam mê TPL thì liệu có thể đi làm Digital được không ? Nhưng có nhiều bạn sau 1 thời gian làm Digital rồi lại than thở rằng: chẳng lẽ em tốt nghiệp ĐH ra rồi mà đi quản lí fan page, spam forum, viết blog hay sao? Có 1 số bạn đã đi làm Marketing (truyền thống) hoặc các ngành khác lại nghĩ rằng Digital khó lắm, phải biết về Tech, phải am hiểu các công cụ. Guidebook này viết tặng các bạn trẻ đang loay hoay trên con đường sự nghiệp của mình.
Mình sẽ kể về hành trình phát triển nghiệp từ cấp độ newbie cho đến khi tầm 5 năm kinh nghiệm, từ lúc lương 5tr đến khi lương 100tr, từ khi là lính đến lúc tự tin bước ra tự doanh. Qua đó các bạn sẽ tự soi chiếu lại con đường sự nghiệp của mình, và tham khảo những gợi ý hoặc các câu chuyện được kể, từ đó sẽ có định hướng tốt hơn, tránh được sai lầm từ người đi trước. Mình cho rằng có 3 điều quyết định sự thành công của sự nghiệp: KĨ NĂNG, TƯ DUY và ĐỊNH HƯỚNG. Cuốn sách này sẽ cố gắng kết hợp cả 3 qua những ví dụ thực tiễn ở từng giai đoạn phát triển. Có một số phần hơi mang tính “chủ quan", nếu không hợp mong các bạn bỏ qua, vì thực tâm mình muốn cho các bạn trẻ thực sự đi đúng hướng từ đầu, tránh được các mốc loay hoay
Viết từ chính những trải nghiệm “loay hoay” của bản thân, cũng như đúc kết từ quá trình phát triển hàng ngàn bạn nhân viên trẻ trong các tổ chức mình từng sáng lập
Ai sẽ phù hợp để đọc ebook này
Các bạn Digital Marketers cần định hướng rõ con đường sự nghiệp
Các bạn Marketers đang loay hoay phát triển trong 1 thế giới Marketing quá nhiều thay đổi
Các bạn đang nóng lòng khởi nghiệp, cần tìm những ví dụ cụ thể để bắt tay vào làm
MUA SÁCH TẠI: https://a1grow.com/products/sach-hanh-trinh-10-nam-cua-mot-fullstack-digital-marketer
Bài học tăng trưởng thực tiễn tại SMB đang kinh doanh trong môi trường internet ở VN. Đúc kết từ quá trình quan sát, học hỏi và trò chuyện với hàng ngàn chủ SMB đã và đang phát triển mạnh mẽ trong suốt 5 năm qua, kết hợp với những chiêm nghiệm của bản thân trong 12 năm khởi nghiệp trên Internet
Tất cả các DN đều khao khát tăng trưởng: Thị phần, Doanh thu, Lợi nhuận. Đối với các DN nhỏ (SMB), lợi nhuận và tăng trưởng là sống còn, vì bạn không có đủ tiền để theo đuổi ước mơ quá lớn, không đủ sức hấp dẫn để thu hút đầu tư liên tục như startup, lại càng không có lợi thế gì đặc biệt để mà ngồi rung đùi hưởng lợi
Trong 10 năm qua, Có những SMB đã cưỡi trên con sóng Công nghệ để tăng trưởng đột phá như Hoayeuthuong.com, Familk, Kyna, Mia.vn….Nhưng cũng có những SMB mãi vẫn không lớn và dần bị lu mờ bởi những đối thủ tươi trẻ hơn. Vậy làm thế nào để Tăng trưởng mạnh mẽ, bền bỉ với nguồn lực giới hạn ? Tác giả sẽ lần lượt dẫn dắt các bạn đi qua các chủ đề về Marketing, Sale, HR, Tài chính, CSKH, Đổi mới...thông qua những câu chuyện kể rất thực tiễn và dễ hiểu, kèm theo rất nhiều video , template, hình ảnh có thể ứng dụng được ngay
Ai sẽ phù hợp để đọc ebook này
Các bạn chịu trách nhiệm tăng trưởng cho SMB vừa qua được giai đoạn “sống sót", cần tìm thêm cảm hứng và ý tưởng để vươn xa
Các bạn đang kinh doanh truyền thống, mong muốn lên môi trường số để tăng trưởng bằng TMĐT.
Các bạn Digital Marketers cần tìm các ý tưởng và nguồn cảm hứng mới, thay vì quá tập trung vào Ads như hiện nay
Các bạn đang nóng lòng khởi nghiệp, cần tìm những ví dụ cụ thể để bắt tay vào làm
Nội dung cũng sẽ phù hợp nhất cho các Startup/ SMB quy mô từ 5 → 30 nhân sự, ngân sách hoạt động ở mức 500 triệu → 3 tỉ mỗi năm, và tăng trưởng dựa trên các nền tảng số (facebook, google, youtube, instagram, website, email…)
MUA SÁCH TẠI: https://a1grow.com/products/sach-growth-mastermind
Opendatabay - Open Data Marketplace.pptxOpendatabay
Opendatabay.com unlocks the power of data for everyone. Open Data Marketplace fosters a collaborative hub for data enthusiasts to explore, share, and contribute to a vast collection of datasets.
First ever open hub for data enthusiasts to collaborate and innovate. A platform to explore, share, and contribute to a vast collection of datasets. Through robust quality control and innovative technologies like blockchain verification, opendatabay ensures the authenticity and reliability of datasets, empowering users to make data-driven decisions with confidence. Leverage cutting-edge AI technologies to enhance the data exploration, analysis, and discovery experience.
From intelligent search and recommendations to automated data productisation and quotation, Opendatabay AI-driven features streamline the data workflow. Finding the data you need shouldn't be a complex. Opendatabay simplifies the data acquisition process with an intuitive interface and robust search tools. Effortlessly explore, discover, and access the data you need, allowing you to focus on extracting valuable insights. Opendatabay breaks new ground with a dedicated, AI-generated, synthetic datasets.
Leverage these privacy-preserving datasets for training and testing AI models without compromising sensitive information. Opendatabay prioritizes transparency by providing detailed metadata, provenance information, and usage guidelines for each dataset, ensuring users have a comprehensive understanding of the data they're working with. By leveraging a powerful combination of distributed ledger technology and rigorous third-party audits Opendatabay ensures the authenticity and reliability of every dataset. Security is at the core of Opendatabay. Marketplace implements stringent security measures, including encryption, access controls, and regular vulnerability assessments, to safeguard your data and protect your privacy.
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Empowering the Data Analytics Ecosystem: A Laser Focus on Value
The data analytics ecosystem thrives when every component functions at its peak, unlocking the true potential of data. Here's a laser focus on key areas for an empowered ecosystem:
1. Democratize Access, Not Data:
Granular Access Controls: Provide users with self-service tools tailored to their specific needs, preventing data overload and misuse.
Data Catalogs: Implement robust data catalogs for easy discovery and understanding of available data sources.
2. Foster Collaboration with Clear Roles:
Data Mesh Architecture: Break down data silos by creating a distributed data ownership model with clear ownership and responsibilities.
Collaborative Workspaces: Utilize interactive platforms where data scientists, analysts, and domain experts can work seamlessly together.
3. Leverage Advanced Analytics Strategically:
AI-powered Automation: Automate repetitive tasks like data cleaning and feature engineering, freeing up data talent for higher-level analysis.
Right-Tool Selection: Strategically choose the most effective advanced analytics techniques (e.g., AI, ML) based on specific business problems.
4. Prioritize Data Quality with Automation:
Automated Data Validation: Implement automated data quality checks to identify and rectify errors at the source, minimizing downstream issues.
Data Lineage Tracking: Track the flow of data throughout the ecosystem, ensuring transparency and facilitating root cause analysis for errors.
5. Cultivate a Data-Driven Mindset:
Metrics-Driven Performance Management: Align KPIs and performance metrics with data-driven insights to ensure actionable decision making.
Data Storytelling Workshops: Equip stakeholders with the skills to translate complex data findings into compelling narratives that drive action.
Benefits of a Precise Ecosystem:
Sharpened Focus: Precise access and clear roles ensure everyone works with the most relevant data, maximizing efficiency.
Actionable Insights: Strategic analytics and automated quality checks lead to more reliable and actionable data insights.
Continuous Improvement: Data-driven performance management fosters a culture of learning and continuous improvement.
Sustainable Growth: Empowered by data, organizations can make informed decisions to drive sustainable growth and innovation.
By focusing on these precise actions, organizations can create an empowered data analytics ecosystem that delivers real value by driving data-driven decisions and maximizing the return on their data investment.
3. DataXu 3December 2014
The New Global Standard
for Customer Engagement
The programmatic revolution knows no borders.
The same transformation that the U.S. ad industry has
been undergoing recently is also showing up in mar-
kets around the world as global marketers embrace
programmatic to deliver the right message to the right
user at the right time wherever they do business. For
major brands, the question is no longer whether to use
programmatic but what their strategy should look like
and how it should be implemented globally. In fact,
Advertising Age’s 2014 Global Programmatic Survey,
conducted for DataXu, shows that 55% of respondents
from brands and agencies said they already have a
global strategy in place, and momentum continues to
build (Figure 1).
The drivers for the broad adoption of programmatic
are simple to understand, and similar overseas to do-
mestic markets: Brands and agencies use programmatic
to increase marketing efficiency, helping them get more
out of their budgets. But beyond incremental improve-
ments, an effective programmatic strategy can also sig-
nificantly change the way a brand does business around
Why Global Programmatic
Figure 1BUDGETING FOR PROGRAMMATIC
AVERAGE % DOMESTIC MARKET AVERAGE % INTERNATIONALLY
n Two years ago n Currently n Estimated two years from now
What percentage of your online/digital media budget was, is and do you estimate will be bought and/or executed
via programmatic technologies?
Base = 351 respondents
Having transformed advertising markets and practices within the U.S., the programmatic revolution is already well
underway in the rest of the world, too. This white paper explores the state of global programmatic today, including
the strategies and tools being used, the goals marketers hope to achieve and the impact on relationships among
brands, agencies and technology providers. Data from a recent Advertising Age survey, complemented with insights
from leading global marketers and technology leaders, reveal a thriving ecosystem of automation and insight that’s
helping advertisers reach further with their messages, target and engage more effectively with customers, and drive
growth wherever they do business.
44.4%
51.1%
56.2%
11.7%
20.0%
29.8%
SPONSORED CONTENT
4. DataXu 4December 2014
the world by enabling the creation of global standards
as well as fine-tuned campaign optimization for local
markets. More than a specialized tactic, programmatic
is being used as a core element of branding as well as
for performance-oriented campaigns and for every ad
format.
As with programmatic on a domestic level, global
programmatic strategies present a learning curve. While
the principles remain the same everywhere—using
automation and big data across channels to achieve
higher levels of targeting, relevance, efficiency and
impact—regional variations add a layer of complexity
when they’re applied on a worldwide scale. Localized
approaches must adapt to differences in the availability
of data, consumer privacy regulations, inventory, and
popular formats and devices. Organizational structures
are evolving in tandem with strategies as brands and
agencies seek the best way to build their programmat-
ic expertise and effectiveness. Relationships among
brands, agencies and technology providers are develop-
ing similarly.
And this is only the beginning. A recent forecast by
Magna Global, the digital media buying arm of Interpub-
lic’s Mediabrands, predicts that worldwide media sales
via programmatic will rise 52% this year to $21 billion
and 27% over each of the next four years to $53 billion
in 2018.
Marketers are equally bullish about the opportuni-
ties afforded by their programmatic investments. In the
coming years, they expect to see a greater volume of
higher-quality inventory sold through programmatic,
increasing consolidation of tools and vendors across
markets and an improved ability to gain a unified view
of customer engagement worldwide. As they master the
nuances of creating and executing localized, personal-
ized marketing strategies on a global scale, the return on
these investments will only grow. Programmatic is truly
changing the marketing world.
Beyond Efficiency: Programmatic
for Performance and Branding
While the level of understanding of programmatic
buying among marketers has increased greatly since
its inception, definitions still vary. Brands and agencies
often associate programmatic with phrases such as
audience targeting, real-time bidding, automation and
optimization—all important elements of the strategy,
but not an exhaustive description. It can be helpful
to think of programmatic in terms of its benefits for
marketers. This begins with campaign and operational
efficiencies—brands and agencies can define segments
better, and more easily and efficiently execute cam-
paigns, while standardizing their operations with fewer
tools to reduce training and overhead. In the words of
Bruce Journey, co-founder and chief customer officer
of DataXu, “Programmatic lets you get the dumb work
out of the way so you can focus on smart work.”
On another level, programmatic also makes it possi-
ble to capture new insights into customer characteristics
and behaviors fueled by analytics performed on data
from various first-, second- and third-party sources.
Real-time visibility into customer engagement can
enable continual optimization to make every impression
THE VALUE OF PROGRAMMATIC
“Programmatic helps us maximize our spend and do more things than we could otherwise
afford.”
—Ben Jankowski, group head for global media, MasterCard
5. DataXu 5December 2014
SPONSORED CONTENT
more effective—especially when programmatic tools are
implemented on a global scale, making such strategies
viable even in smaller markets.
The programmatic conversation often begins with
efficiency—the ability to buy media more cheaply and
improve workflows. The operating expenses required to
run digital advertising can be several times the cost of
running ads on television and other traditional media,
so the economic benefits of programmatic practices
such as consolidated buying and custom exchanges are
especially attractive for marketers and agencies under
pressure to keep costs down.
Drawn by these benefits, the first companies to
embrace programmatic in a given market are often per-
formance marketers looking for a faster, cheaper way to
execute campaigns, with a keen focus on metrics. For
already-strong brands, the difficulty of measuring brand
health can be another good reason to use program-
matic for performance goals instead. “We’re looking to
drive sales,” says Raj Rao, global VP, eTransformation,
at 3M. “For example, almost all of the sales for our
Littmann Stethoscope are online, so a typical program-
matic buy for us would be to engage someone to view
a video about the device and its telehealth capabilities,
and then send them into a channel like Medshop to
complete the purchase.”
But efficiency is just part of the picture. “People talk
about efficiency and automation, but they’re only the
tip of the iceberg for the value of programmatic,” says
Martin Brown, VP, managing director of U.K. and Nor-
dics, DataXu. “By standardizing around a particular set of
programmatic technologies, companies can roll out cam-
paigns with a global scale from centralized points within
each region, aggregate and capture information around
branding and performance marketing activity, and lever-
age this data to drive better marketing outcomes.” By
understanding a customer’s reaction to a message in real
time, marketers can target and address that customer on
the impression level for true one-to-one engagement.
This blend of efficiency and effectiveness is mirrored
in the way marketers use programmatic for both brand-
ing and performance. “We’re trying to make program-
Figure 2BRANDING VS. PERFORMANCE ADS
What percentage of your digital media purchased or executed using programmatic technologies is for
branding ads and what is for performance advertising?
47.1% 51.5%52.9% 48.5%
n Branding n Performance
AVERAGE %
DOMESTIC MARKET
AVERAGE %
INTERNATIONALLY
Base = 351 respondents
6. matic a big part of most of our campaigns, including
some brand work,” says Ben Jankowski, group head for
global media at MasterCard. “That being said, most of
our branding activities revolve around premium buys tied
into other media programs and events, such as a pre-
mium buy on music websites to support a music festival
in tandem with radio and TV time, print and outdoor
advertising, and other consumer experiences. Program-
matic is more about efficiency and performance for us.”
For less-established brands building a name in a new
market, the efficiency benefits of programmatic can
outweigh the difficulty of measuring branding impact,
as lower media costs and improved workflows help
spread their message further than they could through
traditional methods. Indeed, the proportion of program-
matic buys for branding ads is slightly higher overseas
than in domestic markets, and is roughly equal to global
programmatic buys for performance ads—51.5% com-
pared with 47.1%, according to the survey (Figure 2).
Whether for branding or performance, marketers
take advantage of the ability to buy ads based on audi-
ences vs. content overseas just as they do domestically.
According to the survey, 58.8% of domestic and 56.8%
of international programmatic digital media buys are
done for audience, compared with 41.2% domestic and
43.2% international for content.
Where Programmatic
Is on the Rise—and Why
It’s no surprise that marketers consider the U.S. to be
the most mature region in the use of programmatic
buying, but others aren’t far behind. Asked about the
importance of various regions for international expan-
sion of programmatic (Figure 3), respondents to the Ad
Age survey ranked Canada, Asia and Western Europe
closely behind, as might be expected—but also fre-
quently mentioned South America, the Caribbean and
Figure 3PROGRAMMATIC EXPANSION AROUND THE WORLD
How important is each of the following regions for expanding internationally?
50.0%
48.2%
41.1%
42.5%
41.0%
29.4%
24.7% 24.4%
23.1%
20.0%
17.3%
12.0%
United
States
Canada Asia Western
Europe
South
America
Caribbean
& Mexico
Eastern
Europe
Australia Central
America
Middle East Africa
3.43
3.86
4.46
4.584.804.85
5.07
5.765.62
6.14
6.12
Base = 351 respondents. Chart based on 8-to-10 ratings, where 1 = not at all important and 10 = extremely important
DataXu 6December 2014
•Average rating
7. SPONSORED CONTENT
DataXu 7December 2014
Mexico, Eastern Europe and Australia.
In developed markets with a mature media and
advertising ecosystem, the sheer volume of supply can
simplify marketers’ ability to get value, especially when
armed with the right data, making them particularly ripe
for programmatic. In less sophisticated markets with
fewer media choices, publishers may tend to rely on a
larger share of premium buys. Still, says Mr. Jankowski
of MasterCard, “There are only a handful of markets
where we’re not already using programmatic, and we’re
leading toward being truly global in our approach.”
Multinational software company SAP makes no
distinction between its domestic and overseas use of
programmatic. “We’ve approached programmatic in
a global manner across North America, Latin America,
EMEA and Asia-Pacific. Our investments vary across re-
gions because of differences in our marketing budgets,
but it’s not limited by our level of familiarity and under-
standing,” says Valentina Pettenati, director of integrat-
ed media for EMEA/MEE at SAP. However, this global
approach doesn’t mean one size fits all. “Across and
even within regions, our business objectives and go-to-
market strategy can be quite different. It makes sense to
talk about North America as a region, but within EMEA,
for example, the U.K. is very different from Italy.”
Decisions about where to use programmatic, and
to what extent, can come down to the math. In a less
expensive media market, it may be harder to justify
the cost of programmatic tools. “The fixed cost you
pay for technology may be the same in each market,”
Ms. Pettenati says. “But in a lower-cost media market,
it can account for a dramatically higher percentage of
your budget than in a higher-cost market. You may be
willing to spend a higher percentage of your budget on
programmatic, but does it make sense to spend your
budget that way in India?”
Mr. Rao of 3M says China, the U.K., Brazil, Mexico
and, to a lesser extent, Japan are key markets for the
company’s programmatic strategy. “We begin with the
viewpoint of where we can achieve the highest return
on our programmatic investments,” he says. “We want
to have a clear expectation of how much programmatic
can drive improvements in share of voice, search engine
rankings and conversions.” Mr. Rao also differentiates
between the engagement models for business-to-busi-
ness—characterized by content marketing, paid social
activity and deep catalog links—and business-to-con-
sumer, where user reviews, videos and other emotional
appeals play a deeper role.
Other factors shaping global programmatic strategies
include differences in device types and media usage.
In the U.S., for example, digital marketers often focus
on tablets and desktops being used in the office during
midweek working hours, while in emerging markets,
mobile devices play a larger role, with far fewer desk-
tops in the mix. In the key Chinese market, buying
centers on specific social platforms such as Baidu and
EXECUTING PROGRAMMATIC GLOBALLY
“There may be markets like North America that are further ahead in programmatic, but
many brands want to cover as much ground as they can to achieve strategic scale. They
might lead with the bigger markets in North America and Europe but they’re also seeking
to execute across the globe rather than doing things one small piece at a time.”
—Martin Brown, VP, managing director of U.K. and Nordics, DataXu
Decisions about where to use
programmatic, and to what
extent, can come down to the
math.
8. DataXu 8
Weibo, and many buying agencies are owned by e-com-
merce platforms whose head-to-head competition for
referral fees leads them to enforce strict rules about
where traffic is allowed to go. Such an idiosyncratic
market can be difficult to incorporate into a truly global
programmatic technology infrastructure and strate-
gy—though the size of the Chinese consumer class can
make the effort worthwhile.
Another factor facing marketers using programmatic
globally is that data sources vary greatly across regions,
making programmatic buying more difficult in some
areas. Much of the analytics and audience segmenta-
tion enabled by programmatic is driven by third-party
data sources that aren’t available in every country. “We
have SAP-owned data everywhere we do business,”
Ms. Pettenati says. “But once you go beyond North
America, second-party data becomes less available, and
there may be few publishers who can provide much
information for your campaign. Third-party data differs
as well—it’s easier in English-speaking markets, but
it becomes much harder to find the data to profile a
campaign in MENA, so you have to adapt. But again,
we don’t change our approach but rather the way we
execute the campaign.”
It’s still possible to use programmatic effectively
even without cookie-based third-party data, such as by
relying more heavily on the brand’s own data or infor-
mation aggregated through the execution of standard
media campaigns. It just calls for a flexible approach to
determine what will be feasible in each market. In fact,
these emerging markets might turn out to be better
positioned for the future than established markets built
around cookies, an approach vulnerable to new regula-
tions, such as mandatory opt-in, in the ongoing battles
over consumer privacy in the U.S. and elsewhere.
Privacy regulations also limit the extent to which mar-
keters can put behavioral data to work. “In the U.S., we
can use our [demand-side platform] to capture behavior
Figure 4DATA & ANALYTICS IN MARKETING EFFORTS
In which of the following ways are data and analytics being integrated into marketing efforts for global brands in your
domestic markets vs. international?
Base = 266 respondents (those who are standardizing or attempting to standardize measurement and accountability across programmatic vendors)
December 2014
Campaign optimization
Improve strategies
Improve success metrics
Understand customers’ buying journey
Improve ad investment (traditional to programmatic)
Audience development
Improve cross-channel customer experience
Creative development
Understand share of voice
Rapid response to trends/events
Product development
Other (increase ROI, leverage across all media, KPI standardization, etc.) 2.6%
62.8%
62.0%
59.8%
59.0%
54.9%
51.9%
47.0%
44.0%
35.7%
35.3%
30.8%
9. DataXu 9
SPONSORED CONTENT
December 2014
beyond clicks and get a broader view of our customer
engagement,” says 3M’s Mr. Rao. “In other countries
we don’t see that data, so we don’t know how to bring
that profile into retargeting programs. Programmatic
data becomes more transactional overseas, rather than
driving our CRM roadmap as in the U.S.”
In verbatim answers about the use of data for pro-
grammatic, respondents to the Ad Age survey cited a
greater comfort level in domestic markets, a closer rela-
tionship to the data and the companies that manage it
in domestic markets and greater access to data domes-
tically. Respondents also said that they tend to develop
programs domestically and then try to adapt them to
global markets.
Asked about the role of data in their programmatic
strategies domestically compared to globally, respon-
dents cited increased use of campaign optimization,
strategic refinement and improved success metrics, as
well as other elements (Figure 4).
Choosing and Implementing
Programmatic Tools
The technology stack for programmatic, overseas
as in domestic markets, is generally built around the
demand-side platform (DSP), a key enabling layer that
lets advertisers manage multiple ad and data exchange
accounts as well as bid for and buy ads through a
single point of control. Other elements can include data
management platforms (DMPs), data providers, inven-
tory sources, verification services, viewability solutions,
transactional systems and buy-side forecasting tools.
According to the Ad Age survey, the level of satis-
faction with programmatic technologies being used
internationally tends to lag behind the satisfaction with
tools used domestically, particularly in the U.S. (Figure
5). In some areas, this may reflect maturation or cultural
differences between markets. For example, global
vendors were rated significantly lower on consumer
HOW SATISFIED ARE YOU WITH PROGRAMMATIC TECHNOLOGY VENDORS?
Rate the level of satisfaction of each of the following when purchasing digital media through programmatic technology
vendors in your domestic market and in your international markets.
Figure 5
Base = 351 respondents. Chart based on 8-to-10 ratings, where 1 = not at all satisfied and 10 = extremely satisfied
Targeting
options
Reach and/or
scale
Privacy Analytics and
reporting
capabilities
Pricing Operational
efficiency
Creative
formats
Inventory
quality
Consumer
insights
Inventory
transparency
51.3 51.2 50.7
49.3
47.0
45.7
44.2
41.4 41.0 40.4
33.6
32.2
35.3 35.6
31.1 32.2 33.1 32.3
30.8
32.8
n Domestic
n International
Numbers are percentages
10. DataXu 10December 2014
insights (30.8% satisfaction compared with 41.0% for
domestic) and targeting options (33.6% vs. 51.3%)—
measures that may also reflect the relative lack of sec-
ond-party—and especially third-party—data in markets,
particularly outside the U.S. In addition to consumer
insights, brands and agencies tend to be least satisfied
with the pricing advantages available through global
programmatic. This may be because the economics of
programmatic are most favorable in higher-cost domes-
tic markets, where the efficiency benefits of automated
buying yield larger savings relative to the overall spend.
Still, similar disparities exist in every area of functionality,
suggesting a more pervasive discontent.
As with domestic programmatic, providers of global
programmatic technology tend to focus on more
narrowly defined tools, with just a few seeking to build
complete solutions. Still, working with fewer vendors
remains the goal for most brands and agencies. “You
can have one core technology globally, and there’ll
always be others you might have to integrate into it for
viewability, third-party data or other requirements,” says
Mr. Brown of DataXu. “I understand why people might
feel that one technology might be better in a given
market than another, but the right core functionality
CUTTING BACK ON TECHNOLOGY PARTNERS
“We may work with a special partner here and there for a particular region or purpose,
such as a keyword targeting tool for EMEA or a fraud detection tool for North America,
but we’re strict about using only one DSP. It used to be that, when a campaign ended, the
intelligence stayed with the five or eight tools we’d worked with, and we had no visibility
into this intelligence we’d built with our own budget. So we made the strategic decision to
go with one preferred partner.”
—Valentina Pettenati, director of integrated media for EMEA/MEE, SAP
Figure 6WHAT DO YOU WANT FROM A PROGRAMMATIC VENDOR?
Please rate how important each of the following is when selecting programmatic technology vendors.
80.1% 78.1%79.8% 77.2% 76.4% 72.4% 71.2% 68.4% 66.2% 65.0%
Targeting
options
Analytics and
reporting
capabilities
Inventory
quality
Reach and/or
scale
Pricing Operational
efficiency
Inventory
transparency
Consumer
insights
Creative
formats
Privacy
7.887.958.168.078.208.358.388.348.598.62
Base = 351 respondents. Chart based on 8-to-10 ratings, where 1 = not at all important and 10 = extremely important
•Average rating
11. DataXu 11December 2014
SPONSORED CONTENT
and scalable technologies can be replicated in local mar-
kets just as well as a local provider could do, with the
advantages of fewer tools and relationships to manage,
and greater consolidation and standardization.”
Still, finding that preferred partner is not always a
simple task. “It’s not hard to find an integrated system
for a marketer—the challenge comes if you want best-
in-class in every discipline, from ad serving to dynamic
creative optimization to bidding on public and private
exchanges,” says Mr. Journey of DataXu. “Do you add
together all the best parts or just do it the easy way?
Nobody ever got fired for buying Google, but they’re
trying to dominate by owning all the data. Do you want
all your data to be owned by one company and have to
rent it back from them?”
The major tool selection criteria most often mentioned
in the Ad Age survey include targeting options (80.1%),
analytics and reporting capabilities (79.8%) and inven-
tory quality (78.1%), but respondents placed slightly
different emphasis when it comes to the criteria for
actually using these tools (Figure 6). These include pro-
tection against ad fraud (72.1%), appropriate skill sets
on team (69.9%) and guaranteed brand safety (68.1%).
Evolving Agency Relationships
and Internal Structures
The adoption of programmatic buying is also show-
ing up in its impact on the relationships in a brand’s
extended marketing organization. “We see a lot of
different models,” says DataXu’s Mr. Brown. “Bringing
programmatic in-house is a hot topic, and many brands
have done this successfully. But agencies often retain
strong relationships with their clients nonetheless, such
as becoming involved in strategy and tool selection.”
It’s hardly a novelty for brand-agency relationships
to be described in other than black-and-white terms,
and the variability and subjectivity of these partnerships
comes through in the Ad Age survey. While a majority
of both agencies and brands agree that the agency
takes the lead on global policies for implementation,
measurement, and reporting and analysis, marketers are
much more likely to give themselves credit for playing
this role while agencies are more likely to describe the
relationship as collaborative. This is especially true for
strategy, which almost half of agencies describe as a
collaboration, compared with fewer than one-third of
their clients.
Coming up to speed on programmatic tools and
strategies is imperative for every element within the
advertising ecosystem—including technology provid-
ers, which have an increasingly important role to play.
Respondents to the Ad Age survey report that agencies
and technology vendors are the most important sources
for education in programmatic technologies, but it’s a
group effort. “Education happens through a virtuous
circle—technology providers, brands and agencies are
learning together as we move through the space,”
Mr. Brown says. “A technology company can’t say that
they’re the arbiters of everything programmatic because
the expertise and strategy coming from brands and
agencies are equally critical to help raise the level of
understanding.”
At SAP, an Integrated Media team within the brand
PROGRAMMATIC’S PRESSURE ON MARKETING ECOSYSTEMS
“There’s a lot of pressure on the economics of the marketing ecosystem. Marketers want
to pay less, procurement people are getting involved in these decisions—it’s getting harder
for agencies to make money. Increasing transparency on price, data, inventory and supply
can expose a lot of the obfuscation that can happen in the digital environment.”
— Bruce Journey, co-founder and chief customer officer, DataXu
12. DataXu 12December 2014
experience group works with marketing stakeholders
on any campaign. “We view the relationship among
our group, our agency and our DSP as a three-legged
stool, with Integrated Media taking the lead from a
client perspective,” Ms. Pettenati says. “Having a direct
relationship with our DSP does require a lot of work in
terms of understanding the impact of every decision,
but it’s a matter of knowing what you want. Our team
has a strong technical understanding of media and
knew what we wanted—from top-level strategy to exe-
cution, trafficking and tracking—so it was just a matter
of getting it done.”
It would be natural to expect that the transforma-
tion of marketing through programmatic would bring
a similar change in organizational structure. In reality,
almost 62% of the brands and agencies responding to
the Ad Age survey are not restructuring departments or
their organizations to take advantage of programmatic
technologies. This may be because they have initially
focused on the changing nature of the agency-client
relationship. It may also be that more organizations
will restructure as the sophistication and extent of their
programmatic strategies increase going forward.
In the meantime, the approaches brands and
agencies are using to incorporate programmatic into
their organizations vary widely. Some are weaving
programmatic tools and practices into existing groups
while others are creating specialized teams or centers of
excellence, as at SAP. Some brands are outsourcing to
agencies with the spending power to invest in high-end
programmatic tools, while others are developing propri-
etary tools of their own.
Looking Ahead: Marketing
Becomes Programmatic
The share of budgets allocated to programmatic
buying is growing steadily in both domestic and interna-
tional markets, as is the use of digital media (Figure 7).
“Programmatic is being adopted beyond specific tactics
and audiences to become a true strategy for brands,
and we’ll see that increase and spread beyond digital
into TV and other areas,” DataXu’s Mr. Brown says. “It’s
a development process as brands work to gain access
and aggregate the right kinds of historical and real-time
data to inform the strategy, but it’s a constant topic for
CMOs and CEOs these days.”
Ms. Pettenati says SAP is also seeing growth in pro-
grammatic spending. “We expect programmatic to be
a much bigger percentage of our ad spend,” she says.
“With our direct DSP relationship, we’ll be able to keep
the data on our campaigns. We’ll also be able to run
multiple campaigns out of the same platform and do
things at massive scale, such as to integrate sequential
messaging and perform dynamic optimization.“
As they increase their programmatic spending,
marketers also expect to see higher-quality inventory,
continuing a strong trend. Almost two-thirds of brands
and agencies report seeing higher-quality inventory on
open exchanges internationally now compared with
two years ago, and 81.8% anticipate even higher quali-
ty two years from now.
This growth in programmatic comes as market-
ers continue to try to remove stumbling blocks that
can make it difficult to realize the full potential of the
technology. Key pain points cited in the Ad Age survey
PROGRAMMATIC SPENDING FORECAST
What percentage of your domestic and international
digital media budgets is handled programmatically?
Two years ago
Currently
Estimated two years from now
DOMESTIC INTERNATIONAL
MARKET MARKET
44.4% 11.7%
51.1% 20.0%
56.2% 29.8%
Figure 7
Base = 351 respondents. Chart based on average percents.
13. DataXu 13December 2014
SPONSORED CONTENT
include the need for standardization of measurement
accountability across programmatic vendors, with
52.7% strongly believing that objectively comparing
programmatic results is difficult when buying interna-
tionally. Similarly, three-quarters (75.8%) are standardiz-
ing or attempting to standardize measurement account-
ability across programmatic vendors; almost three out of
five (59.8%) respondents report they do not yet use a
single centralized reporting tool to pull together all their
domestic and international programmatic vendors and
channels into one dashboard.
While marketers will need to overcome problems with
data integration and standardization, particularly on the
global front, programmatic will help alleviate the risks
associated with questionable publishers and viewability.
“Early in digital marketing, people faced the problem
of not knowing a given geographic region and whether
they were reaching the right customers—or any custom-
ers. Programmatic will help bring a layer of transparency
for marketers working with a trusted partner and remove
some of the historic challenges of adopting digital execu-
tion in new markets,” says DataXu’s Mr. Brown.
As the programmatic revolution continues its rapid
advance, Ms. Pettenati paints a vivid picture of a better
life for brands and agencies—and especially their cus-
tomers—in every part of the world. “Our prospects aren’t
just important in terms of where they are in the funnel,”
she says. “We want them to have a good experience
across all touch points and not retarget them with things
they’re not interested in. We can do that better if we
integrate with our own data. This is where programmatic
becomes a completely unique tool for SAP, helping us de-
liver the most relevant content and the best user journey
to our prospects. Before, we could only do these things
campaign by campaign. Now, they can be the norm.”
Moving a programmatic strategy from domestic to over-
seas markets has its pitfalls, but following established
best practices can help reduce the risk. Some marketing
pros who’ve already traveled the road offer advice on
how to get started and keep the programmatic momen-
tum going.
•Get started and keep moving.
“Don’t get freaked out by the complexity of it,” says
MasterCard’s Mr. Jankowski. “You’re always better off
doing something. In this market, you can test yourself
to the point of paralysis because there are so many
things you can do.
“It’s impossible to conduct an empirical, closed-end
test of every alternative for every part of the stack.
Instead, find a partner you can be successful with, start
working with it, learn with it and then decide where
you want to go next.”
Best Practices for
Global Programmatic
‘Programmatic will help bring
a layer of transparency for
marketers working with a
trusted partner and remove
some of the historic challenges
of adopting digital execution
in new markets.’
14. SPONSORED CONTENT
•Find a partner you can trust.
“When it comes to fraud protection, aside from the
use of specific tools, a strong partnership can put you
in a better position than working with a lot of differ-
ent DSPs,” says Ms. Pettenati of SAP. “A higher-level
relationship means that it’s not just on us to make sure
that the data is right and that there’s no pixel fraud—
there are more eyes on your campaign, so you can be
more confident you’re running in the right places. This
is especially important overseas, where you see more
fragmentation and smaller websites, and you have less
control over what’s running.”
•Don’t overgeneralize.
“A key challenge is to understand that it’s not one-size-
fits-all in terms of execution across different regions,”
says Mr. Journey of DataXu. “You need to be nimble
and adaptive to meet the specific needs of a given mar-
ket. Don’t look for too many global generalizations—it’s
crucial to have local expertise. If you look at Fortune
500 companies, they’re all structured around regions,
and the marketing functions there all do things differ-
ently, from strategy to creative; what works in Japan
might not work in Korea. Build your programmatic
strategy on adaptable, flexible technologies and variable
standards that let you tweak your execution for local
markets and work with local partners as needed.”
•Focus on audiences, not websites.
“In international markets, people can worry about not
knowing what websites they’re running on. We explain
that we go for audiences, not websites—which fits per-
fectly in SAP’s strategy, but people are uncomfortable
letting it happen,” Ms. Pettenati says. “We try to ac-
commodate requests for specific sites—we look at pri-
vate exchanges and whitelists—but it’s key not to let it
take over. Whitelisting can be a relevant part of your ap-
proach; but if you do too much of that, you lose what
programmatic is all about. It lowers volumes, increases
prices and doesn’t leave much room for optimization. It
may feel safer at the beginning, but it backfires.”
•Find the right approach for your organization.
“Brands that are getting it right are being careful about
the partners they work with and how they work with
them,” says Mr. Brown of DataXu. “Make sure you have
the right solution for what you want to do as a marketer.
Some brands want to do things in-house because it’s the
right approach for them; others prefer to work with an
agency.
“Sometimes people get confused trying to do what
they perceive to be the ’right’ thing. Programmatic isn’t
a particular way of working, in-house or out. It’s going
through your own learning curve and understanding the
right way forward for your business.”
HAVE YOUR ASSETS IN ORDER
“To move into another market, it isn’t a problem to find a partner—it’s more about
having the assets in place to be successful. Do you know how to activate a sale in the
channel? Do you have the content to get someone to click? The issue is that many of
these markets don’t have data about buying preferences or habits; they’re not as evolved
as the U.S. in being able to understand buyer behaviors. We focus on countries where we
know we have the assets to execute a campaign successfully.”
—Raj Rao, global VP, eTransformation, 3M
ABOUT THE SURVEY Advertising Age and DataXu commissioned this online research study about global programmatic. The study was
conducted from Aug. 19 to Sept. 12, 2014, by third-party research firm Advantage Business Research. The final findings are based on 351
respondents made up of 65% marketers and 35% agencies. The margin of error for the total 351 respondents of the survey, at a 95%
confidence level, is +/- 5.2 percentage points.
DataXu 14December 2014
15. WHITE PAPER
Written by J. Daniel Janzen
Designed by Gregory Cohane
Research by Eniko Skintej and Jeff Demarest
CONTACT US
Karen Egolf
Editorial Director
Content Strategy Studio
kegolf@adage.com
Alex McGrath
Senior Account Executive
amcgrath@adage.com
ABOUT DATAXU
DataXu is a petabyte-scale marketing cloud
that enables marketers to better understand
and engage their customers. Powered by Active
Analytics, our patented approach to programmatic
marketing, the DataXu Marketing Cloud is a suite
of applications that transform big data into better
customer experience—at the speed of life. Our
software helps marketers focus their marketing
investments and achieve optimal results across
all available media formats, devices, channels and
buying modes.With 13 offices in nine countries,
DataXu is powering the digital transformation of
the world’s most valuable brands. Visit
www.dataxu.com for more information.
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works with companies to help them tell their
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other opportunities, it provides end-to-end
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