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Simple Agency - IAB Seminar Real Time Bidding 2013

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Short presentation about Simple Agency approach to Real Time Bidding eco-system

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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Simple Agency - IAB Seminar Real Time Bidding 2013

  1. 1. Teoria evoluzionista del digital advertising: dal Media Planner al Data Planner Umberto Bottesini Partner - Simple Agency
  2. 2. …dunque il “Real Time Bidding” è l’ennesima nuova MODA? (peraltro maledettamente tecnica e complicata…) 2 REAL TIME BIDDING
  3. 3. 3 Purtroppo… [per chi spera nel ritorno dei fasti dell’Advertising del 2000] Per fortuna… [per quei pochi hanno già capito tutto e ci stanno lavorando da tempo] E’ un cambiamento epocale! destinato a caratterizzare l’industry almeno per i prossimi anni • Investire oggi in RTB non vuol dire “fare un test” • Bensì acquisire un serio vantaggio competitivo!
  4. 4. dunque, a che serve il RTB? 4
  5. 5. Rende più efficiente/efficace la comunicazione in tutte le fasi del ciclo di acquisto 5 Awareness Consideration Conversion Desire Information Choice • Riduzione della dispersione • Ottimizzazione di Reach & Frequency • Modifica dinamica del messaggio pubblicitario • Ottimizzazione dei livelli di interazione • Retargeting sul comportamento di acquisto • Ottimizzazione della conversione finale in modalità trasversale su tutti i device digitali
  6. 6. L’era della Data Analysis 6
  7. 7. W il Real Time Bidding? Si, ma se possiamo fare meglio, allora abbiamo l’obbligo di fare meglio. 7 • Le tecnologie per acquistare impression in Real Time Bidding sono numerose sul mercato. A questo punto non ci resta che scegliere la piattaforma che riteniamo migliore e partire con le campagne? • Certamente, ma è bene precisare come acquistare inventory in RTB sia solo il primo passo per rendere efficaci ed efficienti le nostre campagne pubblicitarie: è necessario valorizzare tutti i dati a nostra disposizione.
  8. 8. Studiare le audience significa evitare le dispersioni = Minor spesa, stessa resa • Henry Ford in un celebre intervento esclamò: «So che metà dei soldi che spendo in comunicazione sono buttati via… Il problema è che non so a quale metà mi riferisco». 8
  9. 9. La vera sfida? Collezionare, organizzare e sfruttare la quantità di dati disponibile Certo, ma come posso fare?
  10. 10. Oggi la vera innovazione è rappresentata dall’uso combinato di Dati e Tecnologia 10 Displa AdvVideo Adv Mobile AdvSocial Adv Data Management Platform (DMP) Demand Side Platform (DSP) o Analyze data o Organize data o Clusterize audiences o Plan o Target o Deliver & Optimize AUDIENCE CLUSTER 3AUDIENCE CLUSTER 2AUDIENCE CLUSTER 1 3rd Party Data1st Party Data 1 0
  11. 11. Dati di 1° parte o di 3° parte? La risposta corretta è… entrambi! 11 3rd Party Data 1st Party Data CRM & PRM DATA PROVIDER o Socio-demo o Consumer behavior o Life time value & Loyalty o Socio-demo o Behavior o Context o Intent + = DATA FUSION & CLUSTERING
  12. 12. Come è cambiato e come cambierà il Media Planning? 12
  13. 13. L’evoluzione del media planner: dalle origini del Web Adv alla Digital Inclusion 13 PLANNER HABILIS In principio il ruolo del Media Planner era piuttosto rudimentale: dotato di pochi strumenti di analisi si divideva tra poche e ripetitive attività: studiava nella proprie possibilità il target, identificava i media partner, alzava il telefono fisso (strumento oggi in via di scomparsa), chiedeva offerte commerciali e le negoziava … 1998 2003 2008 2012 Presente
  14. 14. L’evoluzione del media planner: dalle origini del Web Adv alla Digital Inclusion 14 PLANNER ERECTUS Solo pochi anni dopo il Media Planner presentava segni di una consistente evoluzione: grazie alla scoperta dei primi sistemi di qualificazione dell’inventory lato publisher (geo, contextual e le prime forme di behavioral targeting) il media planner era in grado di ridurre la dispersione connaturata alle campagne che aveva in gestione. 1998 2003 2008 2012 Presente
  15. 15. L’evoluzione del media planner: dalle origini del Web Adv alla Digital Inclusion 15 PLANNER SAPIENS 5 anni più tardi la scoperta dei sistemi di re-targeting consentiva al Media Planner un salto evolutivo piuttosto forte: poter qualificare delle audiences con elevati livelli di propensione all’acquisto consentiva al media planner di creare delle strategie di ricontatto diversificate e molto efficaci. 1998 2003 2008 2012 Presente
  16. 16. L’evoluzione del media planner: dalle origini del Web Adv alla Digital Inclusion 16 PLANNER SAPIENS SAPIENS La nascita dei sistemi di RTB e le tecnologie di Data Providing hanno consentito di raggiungere un elevato livello di evoluzione della professione del Media Planner: la possibilità di conoscere in tempo reale i «gusti» prospect, qualificarne il livello di propensione all’acquisto permette una pianificazione in real time non solo efficiente ma anche efficace sul canale display adv. 1998 2003 2008 2012 Presente
  17. 17. L’evoluzione del media planner: dalle origini del Web Adv alla Digital Inclusion 17 DATA PLANNER Grazie all’introduzione di tecnologie in grado di riconoscere in modalità anonima il prospect all’interno dell’intero canale digitale - parliamo di navigazione Desktop, Mobile e residenziale (Smart TV) - assistiamo ad un’ulteriore evoluzione che trasforma il Media Planner in un analista in grado di prendere decisioni in termini di planning ed ottimizzazione in tempo reale. Nasce il Data Planner. 1998 2003 2008 2012 Presente
  18. 18. Non siamo del tutto convinti? Un po’ di numeri «reali» ci aiuteranno a valutare le opportunità in campo. 18
  19. 19. CONTEXTUAL TARGETING + Un caso pratico 19 • Settore: Broadcasting & Entertainment • Obiettivo: comunicare il prodotto e le sue varianti in maniera pertinente, cercando corrispondenza fra gli interessi dei singoli utenti ed il prodotto a loro più vicino • Obiettivo di business: generazione di vendite dirette • Durata: 12 mesi PIANIFICAZIONE TRADIZIONALE AUDIENCE TARGETING SITE TARGETING SU SITI VERTICALI 3rd PARTY DATA PER LA QUALIFICAZIONE DELL’AUDIENCE PER INTERESSE + CONTROLLO DI FREQUENZA
  20. 20. Un caso pratico: risultati 20 TRADITIONAL PLANNING AUDIENCE TARGETING PLANNING • La pianificazione Audience Targeted ha consentito di limitare la dispersione su audience non interessata, apportando un incremento medio di CTR ed una significativa maggiore reattività in ottica di acquisizione diretta impression click sales
  21. 21. WHITELIST TARGETING + Un caso pratico 21 • Settore: Finance • Obiettivo: comunicare il lancio di un nuovo brand e sollecitare l’interesse verso il nuovo prodotto (conto corrente) • Obiettivo di business: generazione di attivazione conto • Durata: 3 mesi PIANIFICAZIONE TRADIZIONALE AUDIENCE TARGETING SITE TARGETING SU SITI VERTICALI A TEMA FINANZIARIO 3rd PARTY DATA PER LA QUALIFICAZIONE DELL’AUDIENCE PER INTERESSE + CONTROLLO DI FREQUENZA
  22. 22. Un caso pratico: risultati 22 TRADITIONAL PLANNING AUDIENCE TARGETING PLANNING • La pianificazione Audience Targeted ha consentito di limitare la dispersione controllando l’esposizione e massimizzando la pertinenza impression click sales
  23. 23. Grazie. Umberto Bottesini Umberto.bottesini@simpleagency.it Simple Agency Srl, Via Solari 11, 20144 Milano 23

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