digiday marketing summit. monique pintarelli. viant
TRANSCRIPT
11
22
KIA Motors Takes Control and
Gains Transparency by Stepping
Outside the Walled Gardens
33
MEASUREPLAN EXECUTE
Viant’s People-Based Platform
44
The Power of Direct Consumer Relationships
55
Direct Consumer consent
from Opt-In Subscribers
Third-party verification of
privacy policies
CONSENT
Data Refreshed
Daily with consumer interaction
Monthly with Experian
Device Linkage via interactions with:
Owned & operated brands
Publisher data network
ACCURACY
1.2 Billion Registered Users
250 Million US Registered Users
700 Million Devices
10 Billion Behavioral Data Points Monthly
SCALE
Components of a People-Based Platform
66
Proxies, Panels and Cookies
COOKIES
PROXIES
PANELS
DEVICE ID
DEVICE ID
77
iPhone 6s
iPad Mini
Lenovo Laptop
Panasonic 50” TV
32 years old
Female
Chicago, IL 60614
People-Based Links Device to Consumers
88
`
Online Registration Data
32 years old
Female
Chicago, IL 60614
iPhone 6s
iPad Mini
Lenovo Laptop
Panasonic 50” TV
In-Market Auto
In-Market Travel
In-Market Retail
Advertiser Site
Age:
Gender:
Geography:
Email:
Devices:
Online
Behavior:
Offline Consumer Data
32 years old
Female
Chicago, IL 60614
Email subscriber
Tropicana OJ
Chex Cereal
2012 Subaru Outback
Walgreens
Engineer
Light TV Viewer
Today Show Viewer
Age:
Gender:
Geography:
Email:
CRM Lists:
Purchase
Behavior:
Profession:
TV Viewing
Behavior:
Linking the Online and Offline Worlds
DIRECT MATCH
99
Kate Anderson
Female
32 years old
Married
2 Children
Chicago, IL, 60614
iPhone 6S
Samsung Tablet
Lenovo Laptop
Panasonic 50” TV
People
Health
Game of Thrones
HGTV
Whole Foods
Macy’s
Tropicana OJ
Advil
Kia Optima
Demographics:
Devices:
What She Reads:
What She Watches:
Where She Shops:
What She Buys:
What She Drives:
Meet Kate Anderson
1010
Only a Few True People-Based Players
1111
Only a Few True People-Based Players
1212
Add KIA and Viant logos as transition slide
1313
Kia as Challenger Brand
BE DISRUPTIVE
Be a disruptive force in the automotive
industry by maximizing partnerships and
innovating new model launches like the AI
chat bot for Niro and NYFW for Stinger
CONQUEST
Embrace new and emerging ways to
conquest new customers and innovate
the customer journey along the way
DRIVE ROI
Leverage highest performing media
partners committed to digital analytics and
driving actual new vehicle car sales
OUR GOAL5.0% MARKET SHARE BY 2020
1414
Data Partnerships Means Smarter Planning
TV: Light TV Viewer, Today Show and Entertainment Tonight
FINANCE: $95,000 Average Household Income
DINER: Frequent Diner
RETAIL: Bloomingdales, Target
AUTO: Kia Optima
1515
Covering 99.7% of all automotive sales, Urban Science has the most complete set of sales data in the industry
Urban Science has the largest automotive database in the industry
Every major global automotive manufacturer
Integrated into over 20,000 dealership management systems
Delivered directly from dealerships on a daily basis, Urban Science data
captures buyer and vehicle information such as:
Buyer name, address, and email
Vehicle make, model, trim, engine size, and dealership location
Who is Urban Science?
1616
MEASUREPLAN EXECUTE
Drive offline sales for Kia’s
“Summer’s On Us Sales Event”
Attribute each offline sale to the
consumer's pathway to purchase
Did TV affect a user’s online behavior,
and ultimately, offline purchase?
Utilize ACR technology for household TV
ad viewership
Identify in-market auto shoppers on a
1:1 level using Urban Science and
other partners
Serve Kia creative across connected
devices on an identity level
Attribute actual vehicle sales to TV
and digital media
Gain deterministic insights about Kia
purchasers
And more…
Kia’s Approach with Viant
1717
885 actual vehicles sold directly attributed to TV, Website,
and Viant Media, accounting for $22.1 million in actual sales
Kia purchasers skew female, and average around 40 years of age
Only 27% of purchasers visited Kia websites, and 50% of visitors
utilized a different screen than the screen they were exposed on
Purchasers exposed on tablet drove ~10% higher average purchase
value than desktop or mobile, and ~15% higher than TV
Results
1818
885 actual vehicles sold directly attributed to TV, Website,
and Viant Media, accounting for $22.1 million in actual sales
Kia purchasers skew female, and average around 40 years of age
Only 27% of purchasers visited Kia websites, and 50% of visitors
utilized a different screen than the screen they were exposed on
Purchasers exposed on tablet drove ~10% higher average purchase
value than desktop or mobile, and ~15% higher than TV
Results