finding the digital sweet spot
DESCRIPTION
Creating Efficiencies to Connect with the Right Audience through Programmatic Buying and How Convergence Affects Audience BuyingTRANSCRIPT
© 2013 DG Inc. All rights reserved. 1
© 2013 DG Inc. All rights reserved.
Creating Efficiencies to Connect with the Right Audience
Ryan MancheeDirector of Innovation Strategy@rmanchee [email protected]
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Finding the Digital Sweet Spot
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is brewing
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Una tormenta
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The pressure is mounting
how will you prepare for
una tormenta?
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Towards Convergence
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The present media reality
OnlineTV
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Towards Convergence
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The dynamics of onlineand the plethora of data
Online
The maturity of television and the quality of video assets
TVMobile
Social
Analytics
The media reality of tomorrow
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Fútbol
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Política
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Religión
200510© 2013 DG Inc. All rights reserved.
Vatican Crowd
201310© 2013 DG Inc. All rights reserved.
Vatican Crowd
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vs
5years ago?
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5years from
now
?
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CHANGE IS EMOTIONAL:(
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reír14
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llorar14
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INTERACTIVE
TV SDK
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survive!Find a way to
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Strategy & Planning
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[data]
Digital Dialogue
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right ad right time
TV combined with online's targeting and measurement capabilities.
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An average of 3 in 10 online ads are never actually seen by their target audiences.
Where’s the accountability?
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Did you know?
Where’s the viewability?
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Visible Message Audience Time 21
Verification
+ + +
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Smart Trading
Services ∙ Data ∙ Smart Versioning ∙ Video
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Services
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DG MediaMind’s Full Service Trading Desk
• Clients work with the Trading Specialists to de!ne the campaign scope, parameters, and goals… MediaMind handles the rest
• Trusted advisors providing expertise and experience in navigating the complex RTB landscape
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• Category
• Contextual
Content&Targe+ng
• Demographic
• Geographic
Audience&Targe+ng
• Site Re-Targeting
• Ad Re-Targeting
Re2Targe+ng
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Execute Creative Across any Channel
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Creative Type
Standard Banner
In-Stream Video
300 x 250
Top&Video&Exchanges
Expandable Banner
In-Banner Video
Top&Social&Exchanges
Spot On Data
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• Continuous evaluation and testing of data partners allows us to ensure quality and performance
• Although we can create custom solutions through any partner, below are our preferred vendors
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Best of Breed Data Providers
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Audience Targeting
∙ Declared Demo ∙ Interest ∙ Social
Audience Targeting
∙ Demographic ∙ Interest ∙ Intent
Audience Targeting
B2B
Page LevelData
∙ Safety ∙ Quality ∙
Category
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Peer39 Creates a Clean & Targeted Buy
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Peer39 helps you determine the true value of every impression
CategoryMeaning and context
QualityThe structure and
elements of a page
SafetyObjectionable
or misaligned content
Every page is evaluated pre bid to determine its quality and safety for the ad.
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Peer39 Quality Attributes Define the Page
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Homepages
Comments Content Rich Environments
UGC / Moderated UGC
Ad Count Toolbars / Widgets Transparency
Ad 1Ad 3
Ad 2
Ad Visibility Index
Smart Versioning
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Smart Trading + Smart Versioning = Performance
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Identify consumer’s who’ve interacted with the brand
• Clicked Ad
• Visited Page
• Engaged with Rich Media
• Abandoned Sign-up
Right Audienceand Content
Right Message
Customize messaging to individual consumers based on past action
• Visit the Site
• Sign-up
• Watch the Video
• Complete Purchase
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Smart Trading + Smart Versioning
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Video
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We believe advertising is now video-centric
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• SD/HD
• OTT
• Smart TV
• Mobile TV
TV Spots• Desktops
• Mobile
• Tablets
• DOOH
Online Ads
• inBanner
• inPlayer
• inApp
• 2nd Screen
Streaming Video
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Rich Media + Video Across Screens
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Use Case
AdIn-Banner In-Stream
Primary ScreenMobileDesktop
Technology
+
MobileDesktop
Ads built entirely in
HTML5
Non-Interactive
(VAST)
Interactive(VPAID)
Non-Interactive
(VAST)
Flash + HTML5
Backup
Ads built entirely in
HTML5
Desktop ad
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Reach Audiences Wherever They Watch Video
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Pre-Roll Social Media Games
MobileIn-Display IPTV
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VPAID : video + interactivity
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Benefits
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Benefits of RTB
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RTB provides true bene!ts by allowing buyers to:
Discover Inventory and Optimize Campaigns by
Evaluating Results
Manage Data Driven Campaigns
Accurately Price Each Impression – Gain
Economic Ef"ciency
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Why DG MediaMind?
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DG MediaMind Benefit
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Holis+c&campaign&management&and&repor+ng
Implement&unique&strategies&to&drive&campaign&results
MediaMind&Trading&Specialists&available&to&answer&any&campaign&ques+ons
Strictly&adhere&to&and&manage&content&targe+ng&and&brand&safety
Fully&managed&service&for&lower&execu+on&lead&+mes
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Smart Trading’s Unique Value Proposition
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Fully Managed by Trading Experts Full Transparency on Campaign Cost Optimize towards campaign goals
Brand Safety Components Integrated into the MediaMind Platform (synced with SV) Cross-media type exchange buying
CPC CPA
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Case Study - Smart Trading Reduces CPA by 58%
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• Goal: Recruit Job-Seekers With Speci!c Technical Skills• Conversion Event: Completed Online Application• Geography: United States
Strategy:Use Retargeting with Smart Trading in conjunction with Premium Inventory buys
RTB
!$1.50
Premium
Results:
Other&Non*premium&Buys MediaMind&Smart&Trading
58%Decrease
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Emerging Trends – Video
Source: Forrester Report, Online Video RTB Primed For Dramatic Growth, March 2012
$0
$175
$350
$525
$700
$190
$387
$667
20112012
2013US&Online&Video&RTB&spending&(in&millions)
Online Video RTB Spend Will More Than Double in 2012
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2x
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DIGITAL VIDEO IS THE BRIDGE NEEDED TO BRING BRAND MARKETING DOLLARS
ONLINE IN A MEANINGFUL WAY. -Forrester
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Video is everywhere
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OVER 3/4 OF GLOBAL CONSUMERS WATCH ONLINE VIDEO – WHETHER PCs, CONNECTED TVs OR MOBILE
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ADDING DIGITAL TO A TV PLAN INCREASES CAMPAIGN IMPACT.
-comScore
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are blurred for consumersLines
+MARKETERS
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Pixel perfect
now planning
58%Video & TV together
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Pixel perfect
2013
+20%marketers will join them
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Sales Lift Doubles
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2xonline video vs traditional TV spots
Laurent Faracci, Reckitt Benckiser’s General Manager for Marketing
Wall Street Journal
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Fuse our thinking
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Television
touchpointsonline
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Saw product on TV
Searched online
Read reviews
Visited shop
Ordered on mobile
Saw a billboard
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How focused are we on video?
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“We deliver more spotsthan anyone, anywhere.”
50,000 media destinations across 78 countries
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Convergencia es un matrimonio
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We started the digital ad revolution
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We invented rich media advertising
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We power premium video advertising
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>80% of 2013 Super Bowl Commercials
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Driving consumer engagement globally
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We enabled the !rst dual-screen ad campaign
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360° Campaign Management
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Intelligence in Advertising
Uni!ed Asset ManagementAll cross-channel assets conveniently housed in one place
Multi-Screen DeliveryStreamline delivery of ad content to multiple screens anywhere
Complete AnalyticsCustomized reporting of content usage and performance
Delivery of appropriate asset to viewing device
Media neutral data determines relevant
message
Collates information on consumer requirements
Performance Reach
Veri!cation
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x
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Audience Reach
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Simplifying the eco-system
Ad
A
B
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Audience Reach
• Uni!ed asset management distributes cross-platform
• Consumer engagement produces intelligent retargeting
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Simplifying the eco-system
Spot
Ad
Product!
DATA “Thanks”
Spot
Spot
DATA “Thanks”
A
B
Targeting Consumer
Needs
Auto Optimization
of Media
Two-way communication
Deliver Relevancy
Accurate Audience
Measurement
Data Utilization
AssetArchiving
SocialIntegration
Buying Solutions
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Digital Distribution
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Cross Platform Campaign Management
DSP
Veri!cation
Viewability
HTML5Trading
ACR
CPA
GRP
Planning
Assets
Buying
Distribution
DeliveryStandardAds
DCO
Optimization
Streaming
Mobile
TV
Social
Video
FormatsData
Analytics
Traf!cking
Production
Storage
Archive
Rich Media
Targeting
DR
Watermarking
© 2013 DG Inc. All rights reserved. 66
Wherever Advertising is DisplayedStreamlining Processes
DSP
Veri!cation
Viewability
HTML5Trading
ACR
CPA
GRP
Planning
Assets
Buying
Distribution
DeliveryStandard Ads
DCO
Optimization
Streaming
Mobile
TV
Social
Video
FormatsData
Analytics
Traf!cking
Production
Storage
Archive
Rich Media
Targeting
DR
Watermarking
DSP
TradingPlanning
Buying
Delivery
Traf!cking
Targeting
Video
© 2013 DG Inc. All rights reserved. 67
Media ModulesThe DG Value offering
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DSP
Veri!cation
Viewability
HTML5Trading
ACR
CPA
GRP
Planning
Assets
Buying
Distribution
DeliveryStandards
DCO
Optimization
Streaming
Mobile
TV
Social
Video
FormatsData
Analytics
Traf!cking
Production
Storage
Archive
Rich Media
Targeting
DR
Watermarking
Production
FormatsAssets
HTML 5
DCO
Rich Media
Video
Standard Ads
© 2013 DG Inc. All rights reserved. 68
Creative ModulesThe DG Value offering
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Insights
Analytics
yourassets
ourplatform
allscreens
allvideo
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Multiscreen Analytics
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•watermarking spots•brand speci!c measurement / ratings
•Industry standard currency for TV / Online (GRPs)
•TV Ratings, OCR, XCR, etc.
+
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Multiscreen Analytics Platform
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TV Spots meet Online Advertising
© 2013 DG Inc. All rights reserved. 73
© 2013 DG Inc. All rights reserved.
Ryan Manchee Director of Innovation Strategy@rmanchee 972.800.0737 [email protected]
Gracias. Your turn.