presentación adriano henriques, customer intelligence vp, wunderman brazil
DESCRIPTION
Presentación de Adriano Henriques, Customer Intelligence VP, Wunderman Brazil en el Innovation Day Advanced TargetingTRANSCRIPT
Grupo Newcomm
Grupo Newcomm
Strategy, creative, production & media
Largest media buyer in Brazil
Includes Y&R, Wunderman, VML, Energia & Ação
1st Media Trading Desk in Brazil
Local, regional and global clients
Audience Planning and Buying
Placement Buying x Audience Buying
Content as a proxy for target
Tradi&onal Buying
Data defines target
Audience Buying
Less Waste
Increased Value
Placement Buying by packages
Audience Buying at impression level
Placement Buying x Audience Buying
Brand
Direct response
Pla
ce
me
nt B
uyin
g
Aud
ienc
e B
uyin
g
• Manual buying, site-‐by-‐site
• Focus on deep relaAonships with small handful of publishers
• Oriented to create non standard, rich, immersive brand experiences
• Buyers are brand experience experts
• PlaEorm-‐based, impression-‐by-‐impression
• Focus on audiences targeted by behavior, demography and interests
• Algorithmic opAmizaAon based on brand goals (reach/frequency, awareness, favorability)
• Buyers are quanAtaAvely savvy and data-‐driven
• Manual buying, site-‐by-‐site
• Focus on high volume and low CPM packages
• Labor-‐intensive opAmizaAon
• Buyers are negoAaAon experts
• PlaEorm-‐based, impression-‐by-‐impression
• Focus on most responsive audiences
• Algorithmic opAmizaAon based on direct response goals (Conversions, CPA, ROAS, MOAS)
• Buyers are quanAtaAvely savvy and data-‐driven
® ®
This opportunity requires a change in the way we buy, manage, evaluate, and optimize digital media.
• Works as an agency’s internal center of excellence, supporAng clients wishing to tap into this new buying model
• Manages programmaAc, bid-‐based media and audience buying direct from publishers and ad exchanges, eliminaAng intermediates such as ad networks
• Operates a licensed demand-‐side plaEorms (DSP) and other audience buying technologies.
Trading Desk
Data Collection In order to start with audience buying, we first need to collect available data about our targets, using both tag management and cookie matching techniques
3rd Party data • Data Vendors • Sydicated research
2nd Party Data • Ad server • Online Campaigns
1st Party Data • Web ProperAes • MarkeAng Databases • Proprietary Research
Data defines target
Audience Buying
Data Acquisition We already incorporated 3rd party vendors data and are ready to onboard new sources like online panels, surveys and offline databases.
Interests & Intention
Ad hoc research
Demographics Lifestyle Multi-device
Online behavior
Consumer Panel
Offline behavior Consumer Segments
Data defines target
Audience Buying
Data Vendors
Advertiser Properties
DSP / DMP
display video mobile
Consumer Publishers
Behavior data
Behavior data
Data Management All captured data is anonymized and stored in the media buying platform (DSP) with data management capabilities (DMP)
Clicks on Ads
Offline Data
Research
®
Trading Desk
Audience Management Several actionable segments (audiences) are developed using distinct data sources
WEB PROPERTIES GEOGRAPHIC
CLICKS & SALES 3rd PARTY DATA
® Retargeting 5dd SP / SP
MSN
Woman 30-40 Beauty
To support the trading desk we use Dataxu, one of the best DPS/DMP technologies avaliable according to Forrester Reseach.
Audience management
Campaign Management
Insights and Reports
Inventory Management
DSP / DMP Technology
Other Partners
DESIGN
TACTICAL PLANNING & BUYING
• Custom buys
• Programmatic buys
• Search engine marketing
• Audience Creation
DIRECTION
STRATEGY & CHANNEL PLANNING
• Goal setting • Investment
management • Channel role & mix • Audience Planning
EVALUATE
TRACKING / MONITORING
• Campaign Analytics
• Buzz metrics
• Path to conversion
• Audience Insights
DELIVER
MEDIA IMPLEMENTATION/ OPERATIONS
• Adops
• Tagging
• Optimization
• Audience management
Portals
Search
Social Media
Video
Mobile
Data Vendors
Ad Exchanges
Research Companies Analy&cs Providers
Tag Genera&on & Deployment
Other Tools
Ad Servers / DCO
Ad Networks
DSPs / DMP
Audience (media) Buying Audiences are used to select targets for online campaigns and to calculate the right bid for each impression in real time media auctions
display video mobile
Publishers
DSP / DMP
Right price for each impression Ad / Private Exchange
Right message Context
Trading Desk
Media Buying Optimization Performance results are dinamically analized and budget is adjusted in order to reach performance goals
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R$0
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09:00 10:00 11:00 12:00 13:00
Ind
icad
or
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rfo
rman
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Bu
dge
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Retargeting 5dd SP / SP
IDGNow!HH 18-40
Esporte
Seamless access to billions of exchange impressions on display, video, mobile and social media, reaching 90% of Brazilian internet audience;
Inventory Management
Plus access to premium inventory from local publishers; And intelligent decisioning for direct buys, both guaranteed and non-guaranteed.
60.889BN
710 MM 337MM
Brand Safety
Data Protec&on
Four levels of brand safety including Ad Exchange filters, dynamic semantic black and white lists plus client specified lists
All Personally Identifiable Information data is anonymized and can only be used from our domains
No data sharing among clients, exclusive environment available.
PII Protec&on
Brand and Data Safety
Media insights Learning on consideration period, retargeting modeling, optimal frequency and more
Media insights: Example Telco: Modem campaign
Campaign performs better during weekends
Peak response rate is reached at 36 impressions 81% of retargeting actions occur within 2.0 days
90% actions completed within 3.9 days
Consumer Insights Top and bottom performing audience profiles in terms of the 3rd party data segments
Consumer insights: Example Telco: SVA Campaign
Potential target: executives ultra connected
More responsive target: Parents with kids
Consumer insights: Example Telco: Device Campaign
Less responsive target: Soccer moms
More responsive target: Trendy homemakers
Consumer insights: Example Areas of interest for Small Business visitors can be used to select the right context to placement buys
Gourmet
PersonalFinances
Telephone
LuxuryCars Apple
Outside TrackField
Cellphone
Management Cars
HomeBuilding Vehicles
CrimePages
FurnitureDecor
TravelTourism Peripherals
Menswear
Gifts
Combat
Motoring
EconomyFinance
Wedding
Tablet
Relationship Industry
RealEstateMarket
Gadgets
MBA
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Affi
nit
y
Penetration
SMB Vistors x Navegg Interests
So how you could benefit from Audience Buying?
Audience Buying Benefits
Gain efficiency, scale and intelligence
Focus on the target segments for each brand
Manage reach and frequency across publishers
More Performance
Minimize dispersion
Reduce waste
Leverage proper&es
Customer Intelligence
Leverage existing campaigns and digital properties by retargeting consumers across multiple channels
Optimize budget based on results (site visits, engagement, awareness, favorability, purchase intention)
Generate insights about cross category customer behavior
Budget Op&miza&on
Audience Buying Benefits
The game changer
Q/A
Thank You!