Performance12 - Tanja Sanders - myThings
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Transcript of Performance12 - Tanja Sanders - myThings
THE CONVERSION
MACHINE
THE NEXT BIG THING(S) IN DISPLAY
Advertising is changing…[Display ]
FROM ART…
TO SCIENCE
MAD MEN. AGE OF AGENCIES
Media Buying En Masse
Targeting Almost Non-Existent
One Creative Fits All
TO MATH MEN. AGE OF MACHINES
Programmatic Media Buying
One Creative Fits One
Real Time Advertising
Big Data
Up 7% in 2012 to total 361m eurosDutch market has grown 14.3%
Year-on-Year (IAB/Deloitte)
ONLINE DISPLAY
ONLINE AD SPEND AND DISPLAY RAPIDLY GROWING
585m512m
14.3%
310 10598255
159 170
2011H1
2012H1
170
H1
191
H1
361m336m
7%20112012
159H1
177H2
THE FUTURE OF DISPLAY
WhoIntelligent acquisition
Where New formats
WhatIntelligent personalization
How muchIntelligent media buying
?
Intelligent acquisitionWho?
Pretargeting
Dynamic display
DISPLAY DATA IS GOING UPSTREAMUPPER FUNNEL DISPLAY ADVERTISING BECOMING DATA DRIVEN
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10010001010100010010010001111110110111110101010110101011100
NEW DISPLAY
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TRADITIONAL DISPLAY
LOWER FUNNEL
UPPER FUNNEL
MID FUNNEL
UPPER FUNNEL DYNAMIC DISPLAY
Optimized display campaigns over premium media
Dynamic content embedded in real time
A NEW KIND OF DISPLAY CAMPAIGN
Based on promoted product feed or best selling products
Data-less upper funnel territory a thing of the past!
PRETARGETING
Visual recognition technology
Explicit consumer intent data
New source of highly targeted, in-market traffic
NEW DISPLAY ACQUISITION, MID-FUNNEL SOLUTION
IMPLICIT VS. EXPLICIT INTENT
SEM SEARCH RETARGETING
PRETARGETING
Based on product image and meta-data
User’s intention ?
or new dress to buy???
Latest from Milan’s catwalks
User’s intention is Clear
Based on search keywords
3
HOW DOES IT WORK?
1
User browses iPod product page in shop comparison site
2Visual recognition algorithms match visited product page and advertiser’s
product feed
4User reaches product page, buys
or becomes retargeted user
Banner with matching product directs user to advertiser’s site
aa
Recognizing, in real time, at which stage user is at in conversion path and showing her optimized banner based on available data
Here’s where it all comes together
NO
NO
YES
No user intent,
advertiser site data –
best selling products
User Intent, based on
actual product
browsing
User’s interaction
with advertiser’s
website
DATA SOURCESVISITED ADVERTISER’S SITE?
Tactical
Pretargeting
Retargeting
What? Intelligent personalization
Big data
1st party data1Facebook dataf
Potential increase in retailers’ operating margins possible with big data60%
Big data. Big opportunity.
Highly valuable internal advertiser’s data that can provide a major boost to a campaign’s performance
Number of days since last
purchase
1st purcha
se total value Last
purchase
total value
Gender
Age
Amount of
purchases
Average AOV of all
purchases
Advertiser's
gross margin
per product
Channel
New/Existing users Specifi
c payment
methods
1st party data (CRM targeting)
Wake/reactivatesleeping users
Optimize for a specificsource channel
Drive repeat business from existing users
Increase AOVs
a
Hundreds of factors optimized in machine-learning algorithmic segmentation processnumber of
visits at stage X in funnel in
time frame Y
# visits to
conversion
avg./max duration of visit
avg. time
between visits
frequency of visits within time
frame
# of times
product viewed
number of
products first
visited, then
bought
maximum duration in
same product OR category
time of visit
histogram: hour,
day, week
browsing pattern – HP,
category, product, add
to cart
max # of times
specific product
visited, out of all
products not purchased
clicks
views
impressions
CTR
OS
browser geo
behavioral pattern analysis across
network
placement
domain
context/site
category
time of day
day of week
CONSUMERINTERACTION
S CAMPAIGNPERFORMANCE
USER &PUBLISHER DATA
INTENT-BASED TARGETING
OVERLAYING CONSUMER DATA OVER FB DATA
COMPANIES STILL NOT CAPITALIZING ON BIG DATA
March–April survey among digital marketers
60%considered their organizations unprepared to handle big data
90%Failure to capitalize on big data translated to lost revenues
BIG RESULTS FOR COMPANIES WHO DO
8.18%+
1 €: 23€
300%
Average PCCR
ROI RATIO
ROI UPLIFTCOMPARED TO INITIAL FORECAST
How much? Intelligent media buying
RTB where to
Granular price control
RTB – LEADING THE DATA-DRIVEN SURGE
RTB in the US &
Worldwide
2011-2016
€ 178 million
€ 2 billion
20162011
Combined CAGR of 62%
RTB market share within display to
grow from 3% to 19%
What’s next in RTB?
Programmatic premium will likely bring more publishers on board
Video + Mobile RTB at scale
GRANULAR PRICE CONTROL
ElectricalsExcess Inventory
LEVIS JEANSiPhone 4sHigh margin product
SAMSUNG LCDsLow margin product
17% CPA
5% CPA
8% CPA
13% CPA
Advertisers can determine pricing per category and product for maximal ROI
Where? New Formats
Mobile
Video
Video PersonalizationSmart, dynamic data-driven layer
WATCH IT
Mobile Personalization
In-app retargeting App-to-app retargeting Browser-to-app retargeting
CROSS DEVICE PROFILINGThe goal:
To reach target audience on any device with personalized ads in all formats in single user purchase cycle
HTML5 First Party
Cookie
Cross-Device
App Cookie
Device Fingerprint
ing
Open UDID
UDID
EXCITING TIMES AHEAD!