Filip Lauweres at WebTomorrow on The Future of Advertising. How it is disrupting traditional...
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THE FUTURE OF
ONLINE ADVERTISEMENT.
SOME KEY ELEMENTSMARKETING TECHNOLOGY. SIMPLIFIED.
ADVERTISING
?
SOME FACTS AND FIGURES
EFFICIENCY IS THE NEW BLACK
Programmatic Advertising ?
1. UNDERSTANDING DATA SIGNALS
Data Types:• 1st-party
• Explicit
engagement/interactions
on marketer’s web site
• In-store purchase data
• 2nd-party
• Predictive modeling
• Historical visitation patterns
by physical location
(mobile)
• Real-time location (mobile)
• 3rd-party
• Implicit/behavioral
• Data Partnerships
3rd party
1stparty
On-site
Behavior
Geo/Lat-long
Browsing
Behavior
Habits
Shopping
History
AUDIENCE
INTELLIGENCE
2. TECHNOLOGY DRIVEN
On-Site Data
1st Party
Demo Data
Highest Interest
Product
Historical Location Data
Consumer/Marketer’s
Geo Locations
Demo Data
Dynamic Localized
Creative
CONSUMER COMPLETES PURCHASERESULT
CONSUMER VISITS SITE/STORE
TECHNOLOGY
LAYER
IS THERE AN UBER EFFECT ?
3. CHANGE IN BUSINESS CONCEPT
CONVENTIONAL
ONLINE
ADVERTISEMENT
PROGRAMMATIC
ONLINE
ADVERTISEMENT
• Look-alike targeting
• More focus on CPA and revenue share models
• CRM/DM driven components
Audience
Model
CHANGE IN BUSINESS MODEL
Data
Management
Anonymous
Known
HubOTM Search
Social
Display
Website
Offers
&
Forms
Chat
Physical
Address
4. DIGITAL STORYTELLING
Engagement
Score
Recently visited
product
Highest product
interest
Recommended
product
850SCORE
75%SHIRTS
DIGITAL STORYTELLING
DIGITAL STORYTELLING
5. WHAT ABOUT COOKIES
• Will they disappear or be a part of the ID ecosphere ?
• Mobile and cookies is not always a good mariage
• ID brokers and exchanges, start of new business models
• ISP level
• Browser level
• Operating system level
• Device level
• Social/search/ecommerce level
• Combination
• The rise of DMP‘s, connecting the dots
6. PRIVACY
• Embrace privacy
• For both sides there is value in privacy
• We don‘t need all data to show the perfect
advertisement
• Build a business model around it
• Transparency and data security
7. LOOKING OVER THE FENCE
• Stock market high frequency trading
• Programmatic for TV and other channels
RECAP
• Programmatic is probably the future of online
advertisement
• Next to data and technology there is also a
change in business model
• The new business model is fundamentally
different
• It will probably impact other channels like TV
FILIP LAUWERES
WWW.IGNITIONONE.COM
WWW.DIGITALMARKETINGSUITE.COM
@IGNITIONONE
