hot topic: programmatic advertising's next frontier @ dps europe, 2/5/15
TRANSCRIPT
RTÉ Digital reaches 47% of those online in
past month (1,349,000 adults).
7.1Billion
Population of world
39%Internet penetration worldwide
2.9BillionNumber of worldwide internet subscriptions
Source: ITU
861million Websites
Source: Managing Mediocrity
Audience is Everywhere
19,000 Different devices with Android
Obligitory Long Tail Slide
Automated buying and selling of
digital advertising, informed by data based on
computational proxy bidding on behalf of human
masters
Biggest Challenge Facing Us All…
Dealing with Ad Fraud
Irish Telco #1
Irish Telco #2
STOP BUYING
BAD TRAFFIC
data
is the new
black
Machine Learning
Easy to Correlate
Who are the Audience
People Power
‘There is no such thing as
a remnant customer’
How Do I Stand
Out ?
We Need to Better Understand Our Audience
Measure People, Not Cookies
6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 5
RTÉ Player
RTÉ News Now App
Radio Player
m.rte.ie
www.rte.ie
TV
Radio Lunchtime
TV Peak
Radio/Radio Player
Weekday Audience Consumption by Platform by Hour
Mobile Text
Services
Player content
viewed later
am pm am
AUDIENCE ACQUISTION(RTÉ ID )
UNDERSTAND
(Analytics)
Segment audience into segments by behaviours
Segment 1News & Business
Segment 2Sport
Segment 3Drama
ENGAGE
(eCRM)
Engage audience via preferred platforms
Personalized RTÉ experience .
Seamless Platform Viewing , Mobile & Video Sharing
Push notification from apps, customisable settings , email notification with TV information, exclusive content, or promo offers services across RTÉ /CO tickets, discounts on DVDs or audience tickets
COMMERCIALISE
(analytics+eCRM)
Transfer best performing content into premium services.
Target new ad formats at specific segments
Develop models around segmentation for advertising gain.
Richer data sets . Exact user profiles.
RTÉ AUDIENCE ENGAGEMENT STRATEGY
Continually engaging and optimizing experience
Ongoing Retention & Best Practice development for Acquisition
Multi Channel Marketing2013 2014 2015 2015/2016
Know Your Audience a Lot Better
Recruit
Retain
Reduce
• GAAGO is the GAA and RTÉ’s new premium
quality online streaming service for Gaelic
Games outside of Ireland.
• Since its launch, the GAAGO service has been
streamed by fans in over 150 countries
worldwide
Launched in May 2014, GAA fans across the world have
been able to watch the 2014 All Ireland Football and
Hurling Championship on any-internet enabled device
Programmatic is a Tool, not a Strategy
1st Party Data is Future Critical
A Dog Wags His Own Tail
