Digiday Brand Conference: Workshop with Exponential: Why You Can’t Beat Big Data in Online...
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Transcript of Digiday Brand Conference: Workshop with Exponential: Why You Can’t Beat Big Data in Online...
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2Advertising Intelligence
About Exponential
Platform e-X combines world-class data and technology to help brands identify, reach and engage their audiences online.
Company Exponential Interactive is a global provider of advertising intelligence and digital media solutions to brand advertisers.
ADVERTISING INTELLIGENCE PLATFORM
DivisionsOur audience engagement divisions apply advertising intelligence to deliver high-impact, high-engagement campaigns across display, video and mobile to more than 450 million unique monthly users worldwide.
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3Advertising Intelligence
All media will be ‘digital’
Global media consumption per week
Average hours per week
Source: Carat/World Media Trends Report 2008
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GamesMobileOutdoorCinemaDigital radioAnalogue radioDigital TVAnalogue TVWebPrint
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4Advertising Intelligence
• Creating the big picture of consumer behavior
• Moving consumers from consideration to purchase
• Tracking results with integrated measurement and execution
Digital audience targeting opportunitiesDigital audience targeting challenges
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5Advertising Intelligence
1. ‘Big data’2.Campaign measurement3. ‘The technology stack’4.Digital ‘engagement’
Major themes facing digital advertisers
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www.exponential.com 6
Big data: Why you can't beat the model in online audience targeting
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7Advertising Intelligence
Online data overshadows even the biggest events
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8Advertising Intelligence
…without the ability to turn it into action
Data InsightInformation
Action
The amount of data is meaningless…
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9Advertising Intelligence
Contextualize
Segment
Aggregate
From data to information: Page-level contextualization
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10Advertising Intelligence
From information to insight: Audience discovery
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Brand data
Contextualize
Segment
Aggregate
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11Advertising Intelligence
From insight to action: Audience targeting
Display
Video
Mobile
TV
Discover Target
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12Advertising Intelligence
Media Agencies
Media Owners
Data Owners
ResearchFirms
DSPs
AD NETWORKS
How are audiences selected for targeting
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13Advertising Intelligence
From insight to action: Audience modeling
Display
Video
Mobile
TV
Discover Model Transfer
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14Advertising Intelligence
You can’t beat the model
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Brand X Beer Drinker
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Exponential Network Reach
Brand Model Audience
ARTS & ENTERTAINMENT
MEN
SPORTS