how big datawill revolutionize digital advertising by wakoopa - arabnet digital summit 2014

Piet  Hein  van  Dam,  PhD  CEO  of  Wakoopa,  Amsterdam                  @pietheinvandam                  piethein@wakoopa.com  

How  big  data  will  revolu6onize  digital  adver6sing  

“Advertising is based on one thing: happiness.

And you know what happiness is? Happiness

is the smell of a new car.”

“What you call love was invented by

guys like me... to sell

nylons.”

From  gut  feel  to  evidence    

You  think  you  are  expert,  but  80%  of  the  Cme  you  are  wrong.  That  is  what  makes  big  data    

beauCful:  they  tell  the  true  story,  and  they  tell  you  -­‐  out  of  the  10  ideas  you  generate  –    

what  are  the  2  that  could  work.    

Wouter  de  Bie,  team  lead  big  data  at    Spo3fy  (24  million  users,  6  million  paid)  

$500.000.000.000,00

Adcontrarian.com  

Brands    

use  3  types  of  media  to  relate  to  consumers  across  all  their  devices  

Owned  media  (website,  mobile  site  and  apps)  

Paid  media  (search,  banner  and  preroll  adverCsing)  

Earned  media  (blogs,  social  media  fans,  likes  etc)  

Individuals’    

digital  footprints  are  extremely  rich  when  measured  single  source  across  all  devices  

Individuals’    

digital  footprints  are  extremely  rich  when  measured  single  source  across  all  devices  

Wakoopa    

engages  with  par6cipants  to  anonymously  exchange  their  digital  footprints  

Case  example:  Club  Movistar  Chile  Entertainment  during  the  summer  

Two  methods:    clicks  and  meters  

+ + +

Clicks Meters

Let’s  compare  results!!  

Click Through Rate

=

# visits on landingpage # impressions

CTR = 0.24 %

CTR = 1.4 %

Did  the  campaign  reach  its  objec6ves?  

Brand awareness

Target audience

Campaign positioning

The clips had high recall (47%) and high association with Movistar (86%). The tag-line “el verano…” had low association with Movistar (37%)

Highest recall and association in age group 14-24 (63% and 92%) and 25-34 (48% and 87%).

Only 30% reached exiting Movistar customers, 70% was waste. However, CTR was more than twice as high with Movistar customers.

Manifesta6on   Harmony   Security  Vitality  

Brand  strategy  segmenta6on  model  

Predic6ve  algorithms  

RTB  Digital  footprints  

Predic6ve  algorithms  to  make  RTB  more  effec6ve  

piethein@wakoopa.com!

@pietheinvandam!