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R/GA Media Connections

Digiday Retail Summit

January 30, 2014

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Marketing Science

sci·ence [sahy-uhns]

knowledge, as of facts or principles; knowledge gained by systematic study.

mar·ket·ing [mahr-ki-ting]

the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.

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R/GA uses Decision and Social Sciences to

exploit undervalued opportunities

OUTSMART

Traditional media strategies typically look

to outspend the competition

OUTSPEND or

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OUTSMARTCREATIVE• Campaigns• Platforms• Products

OPPORTUNITIES• Audiences• Channels• Partners• Timing

AlgorithmicMatchmaking

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IntegratedSearch

Maximize collective returns across search

DMA Lift

Maximize performance in key DMAs

StaircaseApproach

Maintain engagement while growing Likes

Z-Flighting

Efficiently engage interest groups

PerformancePoints

Balance scale and efficiency

Sample Algorithms

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Algorithms to outsmart the competition

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Algorithms to outsmart the competition

Trading Desk

Planning/Buying

Findability/Search

Connections Planning

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Declared Interest: Gourmet Food

Facebook “Auction” Target

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We discovered an undervalued route to the audience

Declared Interest: Gourmet Food

Adjacent Interests:Celebrity News & Popular

MusicTarget

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Thank You.Dan Fradindan.fradin@rga.com