Diageo 062015
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Transcript of Diageo 062015
STORE
CHANNELSVENUE HOME
AUTOPRODUCT
PEDEX
SDKEXCH
API
PRODUCTS
PaaS
VALUE
INSIGHTS EDGE
Products for development access, crosschannel integration and system interoperability bringing back office systems to edge networks
Cross channel media mobile and devicetransactions for consumer engagement activation and commerce automation
CONTEXT
STORE CHANNELSVENUE DOOH OOHPRODUCT PBM
SDK
ID MGMNT
API PRODUCTSPaaS
VALUEXCH INSIGHTS
CPG FOOD BEV ENT
RETAIL
APPAREL BEAUTY
TRAVEL CONS ELEC
PHARMA
OFFERS COMMERCE
ADVERTISERS TELCO INSQSR
VENDING AUTO
ACTIVATION
IN-HOME
I use thinaire because I want to…• know my customer• know how my advertising content is performing• measure cross channel performance in a single dashboard• enable customer access to mobile engagement wherever I
advertise • reward consumers for positive brand actions and earned media• identify touchpoints between brand awareness and purchase• increase brand application penetration and engagement• narrowly segment markets based on behavior and preferences• deliver variable UX /digital content based on context awareness• vary the story experience based on device, place, media and
modality• automate experiences based on rules, seasonally, geographically,
inventory• deliver purchase incentive offers directly through media channels• distribute mobile coupons with seamless mobile redemption• automate second screen engagement through TV, MVPD & DOOH
channels• recruit brand ambassadors for social marketing • reward brand ambassadors based on reach and performance• age-gate and mobile opt-in authorization through mobile /web
applications• help my customer locate my products• sell products and services directly through ad media• make it easy for customers to discover, recommend and purchase
Wearable media for application activation and personalization
Thinaire has been developingwearable media technology since adidas initial launch of Boost RF.
The in store mobile experience that offers product information is re-directed post purchase to product personalization and micoach application activation.
SMART TV /STB
/PLAYER
mPOS
SDK
PAAS
ADVERTISER MOBILE / OS
APPAd-ID
SUBSCRIBER
MERCHANT
MNO
NETWORKS
MVPDMSO
CABLESAT
STUDIO
OEM
RF SIGNAL mCOMM
RF SIGNAL
WALLETAPI
PSP
Digital video and the second screen experience
Welcome
Screen
Select persona(Gender)
HELLO
Phone Home Screen
BroadcastVideo Solution
StoreIntroductory
Beacon
At-shelfBeacon
Personalizedmessage
Personalizemessage
Personalizedmessage
1. START
2. BROADCAST VIDEO SOLUTION3. STORE
INTRODUCTORY BEACON
4. AT-SHELF BEACON
2
4
13
Innovation case modeling and lab testing
Advertising identification of multichannel video programming distribution over the top and digital place based video for brand discovery, promotion and offer redemption
o 27:08 hours of TV viewing per week on average
o 271 minutes per day: TV*
o 316 minutes per day: Digital
o Two-thirds of TV viewers talk text or surf
Advertising Age MFP 2014
Second screen engagement behavior exhibited by time spent using media
To know them is to love themBrand affinity tops up stored value accounts of brand loyal customers who evangelize brand products and services through messaging apps,social channels and digital exchanges.
• opt-in authorization• application activation• content creation• social evangelism• earned media• programmatic • customer attribution• social purpose• persistent wallet
presence
LINE OF BUSINES VALUE CHAIN
Data exchange and intelligence in commerce automation
Cognitive computing and machine learning