Programmatic buying has become popular, but luxury brands hesitate due to concerns over brand protection and media quality. Programmatic direct buy (PDB) addresses these concerns by allowing negotiation over inventory, pricing, and volume. MEC and Xaxis helped Tiffany leverage PDB to improve advertising performance. They secured high-quality inventory, designed routes targeting men and women differently, and measured brand impact, finding awareness and message endorsement increased among women exposed to multiple ads. This case showed how luxury brands can benefit from programmatic buying by refining inventory, customizing communication, and understanding audience impact.
Attitudes towards Programmatic Advertising - A deep dive into sell-side attit...IAB Europe
The following report provides further insight into the sell-side (publishers) attitudes and current adoption of programmatic advertising following the full report publication. The additional data in this report includes a breakdown of advertiser and agency respondents by regions as listed below:
Central and Eastern Europe: Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey
Northern Europe: Norway, Sweden, Denmark, Finland
Southern Europe: Spain, Italy, Portugal , Greece
Western Europe: UK, France, Germany, Belgium, Switzerland, Netherlands, Austria, Ireland
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
A major Conversant research study evaluating
attitudes, plans and actions of both brand
marketers and agencies reveals a shift in focus
among marketers in 2014. As pressure for driving
results becomes stronger, marketers are moving
away from piecemeal tactics and experimentation
and doubling down budgets on those strategies
and tactics that they can count on to deliver a
higher return in the coming year.
IAB europe priorities for digital measurementIAB Europe
This presentation shows the key results of IAB Europe’s Metrics and KPIs survey demonstrating the priorities for digital brand advertising across stakeholders. www.iabeurope.eu
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.
Il processo creativo da implementare per il programmaticEffie Italy
questa completa presentazione di Doubleclick, esplora il processo da attuare per ottenere una creatività che possa ottenere il massimo dell'efficacia, quando inserita in un processo di programmatic planning
Attitudes towards Programmatic Advertising - A deep dive into sell-side attit...IAB Europe
The following report provides further insight into the sell-side (publishers) attitudes and current adoption of programmatic advertising following the full report publication. The additional data in this report includes a breakdown of advertiser and agency respondents by regions as listed below:
Central and Eastern Europe: Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey
Northern Europe: Norway, Sweden, Denmark, Finland
Southern Europe: Spain, Italy, Portugal , Greece
Western Europe: UK, France, Germany, Belgium, Switzerland, Netherlands, Austria, Ireland
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
A major Conversant research study evaluating
attitudes, plans and actions of both brand
marketers and agencies reveals a shift in focus
among marketers in 2014. As pressure for driving
results becomes stronger, marketers are moving
away from piecemeal tactics and experimentation
and doubling down budgets on those strategies
and tactics that they can count on to deliver a
higher return in the coming year.
IAB europe priorities for digital measurementIAB Europe
This presentation shows the key results of IAB Europe’s Metrics and KPIs survey demonstrating the priorities for digital brand advertising across stakeholders. www.iabeurope.eu
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.
Il processo creativo da implementare per il programmaticEffie Italy
questa completa presentazione di Doubleclick, esplora il processo da attuare per ottenere una creatività che possa ottenere il massimo dell'efficacia, quando inserita in un processo di programmatic planning
Why A Programmatic Advertising Strategy Is No Longer OptionalHanapin Marketing
Programmatic advertising is slowly becoming a popular new trend among advertisers. It not only makes ad transactions more efficient, but also more effective, as long as the right data is applied. Programmatic buying is on track to make up $14.88 billion of the approximately $58.6 billion digital advertising pie in 2015, according to eMarketer. That’s a nearly $5 billion leap from 2014, when it accounted for $9.9 billion. In short, if you’re not thinking about a programmatic advertising strategy, you should be.
In this webinar presentation, experts from Quantcast, a data-intelligence platform for programmatic advertising, and Hanapin Marketing discuss what programmatic buying is, how it works, the value of serving ads to a highly-qualified audience, and insights we’ve discovered using the technology.
B2B marketers are operating in a more complex environment than ever before. What with multiple parties involved in the purchase decision, longer and longer sales cycles, and a seemingly infinite number of media channels to choose from, marketers must make daily decisions on how to best move their prospects along the path toward becoming customers. This presentation focuses on the thorniest problems facing multi-channel B2B marketers today, and offers a variety of best practices and helpful solutions to consider drive success.
You will learn:
• How your customer’s buying process provides a roadmap for your marketing strategy.
• The best prospecting media for inquiry generation, and the media to avoid.
• B2B buying roles, and how they impact your communications.
• How to manage the complexity of multi-touch, multi-channel communications without tearing your hair out.
• 3 ways to measure multi-touch campaigns that really work.
Channel Marketing Obsession with Appointment Setting Campaigns and What to Do...ZINFI Technologies, Inc.
With the passage of every day, month and year, content marketing continues to take over marketing (branding and lead generation). Unfortunately, most channel marketers still remain stuck in the archaic 20th century model for lead generation, using appointment setting for their business-to-business (B2B) channel partners. This model still requires a phonebook, a telephone and a script-driven telemarketer. What’s wrong with this picture?
Programmatic planning: Brand vs. Performancedigitalinasia
Women in Programmatic is a professional organization with the mission of bringing together women within the programmatic advertising space to share knowledge and support. WiP holds a series of educational workshops related to the industry.
"Programmatic Planning: Brand vs Performance" was a workshop that covered the basics of programmatic and how to achieve marketing goals programmatically.
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.
Advertising across screens—smartphones, tablets, and desktops—has become a hot topic. But how often are cross-screen campaigns actually being deployed? In this whitepaper, we examine how marketers, agencies, and publishers are thinking about cross-screen advertising and responsive design. Learn what growth is expected and what challenges exist to increased adoption of cross-screen campaigns.
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.
In Nov/Dec 2009, I was a guest lecturer at Emerson College and taught IMC Graduate students about media planning. This is the presentation from that lecture.
Be more amazing at media planning. Get back to basics of Digital media planning. Know what to ask, understand the lingo, measure the right stuff and a bit about collaboration and integrating teams.
Why and how-programmatic-is-emerging hi-media__study_2014HiMedia Group
This study, published by HiMedia in partnership with AppNexus, Warc and IAB Europe, explores for the first time programmaticbuying within its larger environment that is real-time marketing and the convergence between owned, earned, and paid-media.
Xaxis CEO Caspar Schlickum - Programmatic media buyingThe_IPA
Xaxis CEO Caspar Schlickum's presentation from the Agile Media AdaptLab at The IPA's Agility Adaptathon in London where he introduces programmatic media buying and real-time bidding from a trading desk perspective. Learn more about Agility www.ipa.co.uk/adapt/agility & Twitter #ipadapt
Why A Programmatic Advertising Strategy Is No Longer OptionalHanapin Marketing
Programmatic advertising is slowly becoming a popular new trend among advertisers. It not only makes ad transactions more efficient, but also more effective, as long as the right data is applied. Programmatic buying is on track to make up $14.88 billion of the approximately $58.6 billion digital advertising pie in 2015, according to eMarketer. That’s a nearly $5 billion leap from 2014, when it accounted for $9.9 billion. In short, if you’re not thinking about a programmatic advertising strategy, you should be.
In this webinar presentation, experts from Quantcast, a data-intelligence platform for programmatic advertising, and Hanapin Marketing discuss what programmatic buying is, how it works, the value of serving ads to a highly-qualified audience, and insights we’ve discovered using the technology.
B2B marketers are operating in a more complex environment than ever before. What with multiple parties involved in the purchase decision, longer and longer sales cycles, and a seemingly infinite number of media channels to choose from, marketers must make daily decisions on how to best move their prospects along the path toward becoming customers. This presentation focuses on the thorniest problems facing multi-channel B2B marketers today, and offers a variety of best practices and helpful solutions to consider drive success.
You will learn:
• How your customer’s buying process provides a roadmap for your marketing strategy.
• The best prospecting media for inquiry generation, and the media to avoid.
• B2B buying roles, and how they impact your communications.
• How to manage the complexity of multi-touch, multi-channel communications without tearing your hair out.
• 3 ways to measure multi-touch campaigns that really work.
Channel Marketing Obsession with Appointment Setting Campaigns and What to Do...ZINFI Technologies, Inc.
With the passage of every day, month and year, content marketing continues to take over marketing (branding and lead generation). Unfortunately, most channel marketers still remain stuck in the archaic 20th century model for lead generation, using appointment setting for their business-to-business (B2B) channel partners. This model still requires a phonebook, a telephone and a script-driven telemarketer. What’s wrong with this picture?
Programmatic planning: Brand vs. Performancedigitalinasia
Women in Programmatic is a professional organization with the mission of bringing together women within the programmatic advertising space to share knowledge and support. WiP holds a series of educational workshops related to the industry.
"Programmatic Planning: Brand vs Performance" was a workshop that covered the basics of programmatic and how to achieve marketing goals programmatically.
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.
Advertising across screens—smartphones, tablets, and desktops—has become a hot topic. But how often are cross-screen campaigns actually being deployed? In this whitepaper, we examine how marketers, agencies, and publishers are thinking about cross-screen advertising and responsive design. Learn what growth is expected and what challenges exist to increased adoption of cross-screen campaigns.
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.
In Nov/Dec 2009, I was a guest lecturer at Emerson College and taught IMC Graduate students about media planning. This is the presentation from that lecture.
Be more amazing at media planning. Get back to basics of Digital media planning. Know what to ask, understand the lingo, measure the right stuff and a bit about collaboration and integrating teams.
Why and how-programmatic-is-emerging hi-media__study_2014HiMedia Group
This study, published by HiMedia in partnership with AppNexus, Warc and IAB Europe, explores for the first time programmaticbuying within its larger environment that is real-time marketing and the convergence between owned, earned, and paid-media.
Xaxis CEO Caspar Schlickum - Programmatic media buyingThe_IPA
Xaxis CEO Caspar Schlickum's presentation from the Agile Media AdaptLab at The IPA's Agility Adaptathon in London where he introduces programmatic media buying and real-time bidding from a trading desk perspective. Learn more about Agility www.ipa.co.uk/adapt/agility & Twitter #ipadapt
Conquering Obstacles in Multi-Channel Advertising
The benefits of cross-channel marketing are substantial, but the road to getting there is not smooth. Some such difficulties include:
Integrating data means making sure information is shared easily between systems so that you can see the whole picture of your customers' experiences.
Maintaining a standardized method of monitoring the success of a campaign across several platforms.
The dangers of bombarding your listeners with too much information.
Take the time to plan out your approach and persevere in the face of adversity.
Native Advertising and Content Marketing - White Paper - IAB Europe - Decembr...Romain Fonnier
Dans un livre blanc sur le native advertising et le content marketing, l’IAB Europe livre un aperçu de la manière dont ce type de contenus contribue à fournir de meilleures expériences publicitaires. La publication revient également sur les nouveaux types de formats et fournit des conseils sur la création et la distribution de ces publicités.
Ont notamment contribué à ce livre blanc, Stéphane Hauser (IAB France), Charlotte Diemer (Teads), Mick Loizou Michail (Yahoo), Jean-Paul Edwards (OMD), Libby Wright (MediaCom)…
IAB Europe White Paper : Native Advertising and Content Marketing - December ...SCREENVIEW
Today’s consumers are bombarded with advertising messages which could mean up to 5,000 messages each day. Combine this fact with the increasing use of ad blocking tools and the challenge becomes even more real and indeed some audiences have become unreachable via advertising. These contemporary challenges have meant that engaging formats and creativity have become key in online advertising. The IAB Europe Native Advertising and Content Marketing white paper provides insight into how native advertising can build better advertising experiences for consumers and therefore more meaningful relationships. It also provides guidance on key considerations for creating and distribution native advertising.
The white paper addresses:
How native advertising enables meaningful consumer relationships
Native advertising format types
Key considerations for executing native advertising and content-based advertising
The European landscape – how native advertising is developing across the different European markets
Informe de Sizmek titulado Luxury Brand Benchmark Report. En él, la firma estudió datos de comportamiento de campañas de 42 anunciantes globales de la categoría, desde enero hasta julio de 2014.
The Marriage of Traditional and Digital MarketingHileman Group
Weddings are fun, aren’t they? Especially when it’s for two equally important strategies in your life, like traditional and digital marketing. They are both special to your overall marketing mix, and you’re over the moon when they are happy and work well together.
But, coming from different backgrounds, how can we ensure marital bliss? In the following presentation, we identify common pitfalls and effective approaches to successfully transition current marketing tactics from traditional avenues to digital.
The future of digital advertising: How News Corp is using intelligent audienc...Luke O'Brien
Synopsis: With the digital media landscape becoming increasingly competitive, digital publishers face ever increasing challenges. The winning players will provide media buyers easy access to valuable and scaleable audiences with proven effectiveness against campaign goals.
This session uncovers technology that helps publishers compete using intelligent audience profiling and rich campaign insights. We will present a detailed case study showing how News Corp applied this technology for Toyota to dramatically improve targeting and shift measurement from CTR based metrics to impact on brand awareness, consideration, and purchase intent.
Reporte comparativo de publicidad digital de anunciantes de marcas de lujoeMarketingHoy
El estudio realizado por Sizmek Research comparó los datos de comportamiento de campañas de 42 anunciantes globales en la categoría de lujo con los índices promedio de todos los mercados verticales desde enero a julio del 2014.
Confinement during the pandemic has people using social media more than ever. Therefore, this deck was created to inform social strategy and to explain the new opportunities that exist in the social realm to capitalize on increased social use
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.
Interact 2018 - Advertising that works for everyoneIAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a keynote speech by Mark Howe, Managing Director Agencies Europe Middle East & Africa Google
Digital advertising has been helping businesses and brands grow for many years, yet the industry itself faced major growing pains over the past year. It is time for us to collectively set our ambitions higher — for consumers, advertisers, and content owners alike. In doing so, we’ll help ensure the internet remains the free, open, pluralistic place it is today and help businesses of all sizes grow. Join Google’s Mark Howe as he explores key areas of progress over the past year and outlines our vision and plans for the year ahead, as we work to build an advertising ecosystem that works for everyone.
Interact 2018 - Embracing an ever-changing future for digital advertisingIAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a keynote speech by Amelia Torode, Founder of The Fawnbrake Collective.
The importance of digital advertising to business growth will only increase – but that doesn’t make the future of digital advertising any more predictable. To thrive, businesses must embrace the continual disruption that is characteristic of the digital landscape. Brand strategist Amelia Torode examines the practical changes that they can make, in order to do so: not just executing digital transformation programmes, but building business strategies, workplace cultures and supplier relationships that are optimised for on-going change.
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a training by Wilfried Schobeiri, Chief Technology Officer, MediaMath and Matthias Matthiesen, Director Public Policy & Privacy IAB Europe
Following up on the plenary session from DAY 1 on IAB Europe’s GDPR Transparency & Consent Framework this training session presented by IAB Europe will offer the opportunity to ask any questions you may still have regarding the implementation of the Framework from the Global Vendor List to ensuring the best possible User Experience.
Interact 2018 - GDPR for digital publishers, digital agencies and advertisersIAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a training by Matthias Matthiesen, Director Public Policy & Privacy and Chris Hartsuiker, Public Policy Officer, IAB Europe. Which provisions in the General Data Protection Regulation are the most relevant to digital publishers and advertisers? What is the guidance of the European Data Protection Board (former Article 29 Working party) on these topics? This training session, provided by IAB Europe will provide insight into applying the GDPR to the digital advertising supply chain.
Interact 2018 - DOOH growth and barriersIAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a presentation by Meindert van den Heuvel, Managing Director Interbest Outdoor Media
Overview of the DOOH developments in the Dutch market
Interact 2018 - Creativity & Interactivity: the perfect match to win user’s ...IAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a presentation by Caroline Hugonenc, Global Vice President Research, Teads
The 10 rules to reinvent the ad experience on Mobile leveraging technology and data
Interact 2018 - Quo vadis Italy? The concentration of online time spent and t...IAB Europe
Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a keynote speech by Fabrizio Angelini, CEO Sensemakers, comScore Italia
In a country still dominated by TV (with an average of 4 hours per user per day and more than 50% of media investment) online players are struggling to get consumers’ attention. While the shift to mobile is concentrating traffic on OTT, online video and entertainment players are showing great potential for growth. comScore will show the latest data and key trends in the Italian market, while Auditel will explain how it is building one of the most sophisticated cross-media measurement systems to foster market development.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Xaxis and Tiffany & Co.: Using Programmatic Direct Buy (PDB) to Drive Better Advertising Performance
1. How can luxury brands leverage
Programmatic Buying?
- Using Programmatic Direct Buy (PDB) to
Drive Better Advertising Performance for
Tiffany
August 24, 2016
2. A. Luxury Brands’ attitude towards Programmatic Buying
Programmatic buying has become a hot topic for digital advertisers in China. When we talk
about programmatic buying, the first thing which comes to mind may be auction based real-time
bidding (RTB), and it may sometimes associated with the perception of low quality inventory
together with the uncertainty on price and volume.
Fueled by these perceptions, brands from the luxury category still hesitate from trying
programmatic buy given the strong concern on their brand protection as well as media quality.
As for now, there have been only a few luxury fashion brands being relatively open to test
water. On the other hand, the adoption of programmatic buy was extremely rare amongst luxury
jewelry brands.
As a matter of fact, the RTB programmatic buy may not be as dominating in the entire
programmatic world as most marketers would believe. Instead, it is interesting to see that non-
RTB programmatic buying has also been growing tremendously from 2014, accounting for 35%
of all programmatic buy in 2015 and is even projected to exceed 50% in 2018 (iResearch).
(Data Source: iResearch, Programmatic buy DSP industry report 2015)
Graph 1: RTB vs. non-RTB, share of programmatic buy, 2012-2018
Why PDB can be a solution for luxury brands in programmatic
While it is interesting to see the strong growth of non-RTB buying, it is also exciting to learn that
such non RTB buying could be a potential way out for Luxury Brand to embrace the benefit of
programmatic buying in terms of better target audience reach and more customized digital
strategy. With this context, MEC and Xaxis came up with a pioneering luxury programmatic
strategy for Tiffany to improve its OTV advertising effectiveness, utilizing alternative
programmatic buying methods called Programmatic Direct Buy (PDB).
100.0% 94.1%
66.3% 65.2% 57.6% 52.4% 47.7%
5.9%
33.7% 34.8% 42.4% 47.6% 52.3%
2012 2013 2014 2015 2016e 2017e 2018e
Market Share of Programmatic Buy Type (China, 2012-2018)
RTB% Non-RTB%
3. 2
PDB, according to Interactive Advertising Bureau (IAB) definition, is a one-one sale with fixed
pricing, reserved inventory, that is processed automatically. As a buying method, it in particular
enjoys the following advantages:
1. Quality of media inventory could can be better managed for using PDB with prior
inventory negotiation, relieving advertisers the concerns of advertiser on the questionable
quality of programmatic inventory
2. Volume of media Inventory is guaranteed for PDB with prior negotiation with publisher,
resolving the challenge of unstable inventory supply
3. Price is guaranteed for PDB with prior negotiation with publisher, resolving the challenge of
unstable pricing
While it seems that PDB offers what regular buy does in terms of the aforementioned, PDB
additionally take advantages of audience buying capabilities with data intelligence in terms of:
1. Frequency control across media vendor to avoid repeated impression wastage
Though media publishers can apply frequency capping within their own site, cross media
frequency capping would is usually be an issue if when advertisers are buying from different
media publishers. For example, if an audience see an ad on video site A and site B for 3
times and 4 times respectively, although each is still under the planned frequency capping
(<6 times), overall exposure is 7 times with one impression being wasted. Such issue could
be resolved through DSP centralized management. on deliveries across media
2. Target audience selection
Compared to regular buys, PDB allows various ways of audience targeting on OTV, which
significantly improves the accuracy and flexibility in communicating with audience. Targeting
techniques commonly used are listed as follows:
a) Audience targeting
Gender, age and audience interests, or even 1st
party data, could be used by the
advertiser to define its target audience
b) Frequency targeting
Frequency control allows advertisers to serve ads sequentially to maximize campaign
effectiveness. For example, we could can serve creative communicating about a parent
brand first, followed by a relevant variant. And after audience has known about the
brand with several exposures, Alternatively we could serve ads with communicating the
product’s key feature to further strengthen the brand positioning while re-exciting the
audience with something new
c) Temporal targeting
Advertisers may want to serve ads under certain timeslot to build relevance, such as
daily commute timeslot, before going to bed, etc., which programmatic is capable to
deliver as required which can now be served programmatically
4. 3
B. How Tiffany leverages programmatic OTV buying to build bridal
inspiration
What’s the primary challenge to making this programmatic campaign successful?
1. Tiffany has extremely strict requirements on media for brand protection
As a leading Luxury Jewelry brand, Tiffany sets strict conditions for its advertisement placement
for this OTV campaign a) Only Tier-1 media OTV inventory, b) Should be 60” pre-roll inventory,
c) No irrelevant channels with the brand. All in all, inventories meeting the requirements are
very rare in the market
2. Need customized communication route for male and female audience
"Craftsmanship" assets, by showcasing Tiffany's high quality and heritage, respond well to the
rational need of male audiences
As for female audience, the pre-requisite is to finding a perfect balance for both Modern love
(emotional) and craftsmanship (rational) messages to help female audience connect with the
brand emotionally and rationally to maximize the communication impact
How did MEC and Xaxis address Tiffany’s challenges with programmatic buying?
We adopted out Luxury Audience Buying Framework to approach the Tiffany case as follows:
‘
Graph 2: Luxury Audience Buying Framework
A. Refine Media Inventory: Secure high quality and strictly conditioned PDB inventories from
top tier media vendors for programmatic buying
With its strong relationship with media and negotiation power, GroupM as the no.1 media group
in China empowered Xaxis to secured high quality but rare inventory for Tiffany in the market.
The inventory are only from the top tier media vendors (iQiyi, Youku and Tencent) for Tiffany to
deliver its 60” OTV, with majority of delivery falling into specific channels (American/ British/
Korean Drama, Romantic movie, Finance) while blacklisting inappropriate channels (war, kids,
ancient costume, etc) for further brand protection. This addressed Tiffany’s concerns on ad
5. 4
being delivered in media sites with questionable quality as well as ad being delivered adjunction
with unwanted categories.
B. Design communication route and select the right audience with data intelligence:
Create customized route with gender targeting and frequency targeting
There were two creatives to be communicated: One is ‘Craftsmanship’ which supporting Tiffany
& Co’s heritage proposition. Another is ‘Modern Love’ video emotionally resonating with audience
Screenshot for “Craftsmanship”
Screenshot for “Modern Love”:
Through Xaxis’ audience intelligence capability, we were able to identify gender and the number
of prior ad exposures for the incoming audience before we deliver the ad.
For female audience, “Modern Love” was delivered for initial contact as it continued Tiffany’s
previous communication theme to connect with female audiences with emotionality and
familiarity. After three times of ad exposure, we re-target those prior-exposed female audience
with “Craftsmanship” to communicate the heritage and quality message. Such sequential
approach aims to first engage with female audience with brand known proposition and
resonating angle, and to make the rational “Craftsmanship” comes through to female audience
less abruptly.
For male audience, we delivered “Craftsmanship” copy throughout.
6. 5
Graph 3: Communication Path Design Based on Frequency Management
C. Understand exposed audience and campaign impact on brand: Partnering with 3rd
party research vendor to conduct a branded impact study by comparing ad exposed group
with non-exposed group (for details please refer to appendix).
Campaign Results: Impact on brand metrics
In terms of impact on the Tiffany’s brand, through the branded impact study it was observed
that the customized communication route with viewing both “Modern Love” and “Craftsmanship”
assets significantly strengthened the brand metrics amongst female audience (significance
tested in 95% confidence level) (see graph 4).
a) Brand awareness: Aided Brand Awareness significantly uplifted amongst the female group
who exposed to both “Modern Love” and “Craftsmanship”
b) Brand communication: Endorsement of the intended message “Craftsmanship” and
“Premium” significantly uplifted amongst the female group who exposed to both “Modern
Love” and “Craftsmanship”. This suggested that female audience successfully picked up the
intended brand credentials with the designed communication route
7. 6
Graph 4: Branded Impact Study (Data Source: Comratings)
In terms of ad engagement, Xaxis’s programmatic buy campaign outperformed Tiffany’s
previous 60s OTV campaign in 2015 (using normal buy only) on click through rate by 54%.
Secondly, based on the communication route we designed, it was encouraging to see that
female audience even more engaged with the subsequent “Craftsmanship”, after exposing to
“Modern Love”. On average across devices and media, click through rate for watching
“Craftsmanship” jumped 39% when compared to only watching “Modern Love”. This reflected
that the communication route, facilitated by the programmatic buy solution, helped to rope in
female audience interest at the beginning and even evoked more female audience’s interests
with the new copy.
Graph 5: Ad Engagement Comparison across Creatives (Data Source: Miaozhen)
8. 7
Potential Implications
It was exciting to see that Tiffany as the pioneer luxury jewelry brand to successfully leverage
programmatic buying to enhance campaign performance, and continue to lead the industry on
innovation and digital media planning. With the case, there are a few points for learning for the
luxury sector on adopting programmatic buying:
1. Refine Media Inventory
Though pre negotiated PDB inventory could be solution to luxury advertisers, there is still a
very strict requirement on the quality of media inventory on brand protection. Therefore,
advertisers need to find a strong and reliable media agency partner in order to leverage their
media negotiation power to fulfill their specific inventory needs
2. Design Communication Route & Select Audience
Programmatic buying allows more flexibility and customization in audience communication.
Luxury advertisers should bring in more detailed audience segmentation when planning their
programmatic advertising and activating it with multi-creatives and data intelligence
3. Understand Reached Audience
Given branding is the focus of luxury advertisers’ advertising, there is a value to work with
agency to conduct branded impact study to fully understand the impact of the advertising on
the brand and elicit learning for the future
Moving forward, it would not be too surprising to see more and more luxury brands going to
reap the benefit of programmatic buying. While OTV is much more prevalent in this regard at
the moment, we believe more premium inventory resources would be available for display in the
future if there is a growing demand from advertisers. By then, luxury brands can fully embrace
the value of programmatic buying for their entire digital advertising strategy.
9. 8
APPENDIX: Branded Impact Study
WHY WE NEEDED TO CONDUCT THE BRAND STUDY
As OTV is not aimed to drive traffic (most audience will stick to the online video after the
delivery of pre-roll), CTR may not the best measurement of OTV campaign ad effectiveness.
Whether an uplift on awareness/brand association is a better measurement to understand how
OTV really impacts the brand and how it achieves the marketing objectives.
HOW WE CONDUCT THE BRAND STUDY
1. We worked with an external vendor, ComRatings, on the data collection. ComRatings has
a panel in China for both PC and mobile/ PAD platform. A log tracker is installed in every
panel vendor’s device to continuously track their media exposure activities. What Xaxis
has to do is to provide media URL to ComRatings for matching to identify who is exposed
to the OTV ad
2. Xaxis designed the questionnaire with questions on brand awareness, brand associations
and purchase intent
3. The survey was delivered to different groups through ComRatings
a. Female audience who were exposed to ad <=3 times, n=100
b. Female audience who were exposed to ad >3 times, n=100
c. Female non-ad exposed control group, n=150
4. After the data collection, weighting on sample data was conducted to ensure the profiles
match (city tier and age) across groups for fair comparison
5. Xaxis managed the analytics and reporting to investigate the uplift of key brand metrics
when compared individual exposed group with control group
6. Only Mobile/ PAD exposure was covered in the study, as 90% of campaign expenditure
was on this platform