Sunando Das, TNS @ ad:tech - Programmatic Planning Before Programmatic Buying: Harnessing The Power...
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Transcript of Sunando Das, TNS @ ad:tech - Programmatic Planning Before Programmatic Buying: Harnessing The Power...
©TNS
Harnessing Social Media,IoT and Mobile for Marketingto the Consumer of One
Programmatic planningbefore buying
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Programmatic: Multi-dimensional concept
Strategic planning Implementation Succeed fast Buying
Nanosegments
ProjectionTesting multiple executions
Technologyto automate
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Harnessing social media to derive the nano-segments
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Stimulation segment Nano-segments to target
Personalisation strategy for Programmatic Planning
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Personalised content streaming to nano-segments informs programmatic strategyData from a TNS self-funded case study in QSR category
19%
Surprised with happy b’day song and cake @nandos. Singing happy b’day like mental in nandos.
Celebrating the arrival of new MF member – Rob – with a great traditional welcome meal @gbkburgers – amazing service today. Warm and fun-filled.
12%
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New opportunities
Uncover broader partnership/ sponsorship opportunities
Personalisation beyond streaming and programmatic planning
Promotion
SALE
Events Noveltyfactor
NEW
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Continuity: Detect and respond in real-time
Brand X resonance with segment
Personalisation beyond streaming and programmatic planning (continued)
June July August September
25 26 34 19
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Programmatic planningReality?
Marketing to the consumer of one
Programmatic: Beyond messaging
Identification of nano-segments
AI algorithms
Reality today
Accuracy of projection
Privacy regulations
Challenge?
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ChallengeNot in programmatic planning but in implementation
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Strategic planning Implementation Succeed fast Buying
Nanosegments
ProjectionAccuracy?
Testing multiple executions
Technologyto automate
Programmatic planningNot limited to Social Media aloneUsing Mobile data to develop personalised strategies
9
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Drive clickability for category adsIdentifying micro-moments that matter
Source: Kantar Mobile behavioural panel. 12,000+ respondents over 14-month data
3%
Shoe ad clickability
10
60%
Shoe ad clickability
Today Tomorrow Outcome
DeviceWho
Interest areas
Day,time
Situation Location
Define micro-moments
Using IoT to develop personalised strategies
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IoT: Multi-dimensional – focusing on present opportunities
New marketing applications
Existing applications (better delivery)
TomorrowToday
12
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Energy data: Lifestyle insights - personalised behavioural change opportunities
Similar households
Energy consumed by washing machine 24% 3% 3%
Washing mode % % %
ResultsPersonalised messaging
to drive behavioural change
Economy
Cotton100 40
6040
60
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Predict path to purchase Activate path to purchase
RFID-enabled shopper trolleysPersonalising promotion messaging at point of purchase
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Wi-Fi-enabled appliances: Personalised category growth and churn management at point of consumption
Point of Sale to Point of
Consumption
Niche moments at breakfast
Repertoire share
Repertoire breadth
Churn management
Product portfolio
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Wearables help identify and monitor behaviouralchange opportunities
Identify
Educate Facilitate
Transform:Personalisedprogrammes
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Advertising InnovationEarly-warning
systemPartnerships
Behaviouralchange
Promotionat PoS
PoS to PoCBetter, faster,
cheaper
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What do these imply for us today?The new normal
Enablers: AI algorithms,Neural Networks
Personalisation across digital touchpoints –reality
Strategic planning driving buying
Programmatic ROI
Beyond advertising and media
Benefits of personalisation for programmatic
Marketing evolution or revolution?
©TNS 20
TNS UK, 6 More London Place, London, SE1 2QY | +44 207 656 5000 | www.tnsglobal.com/uk
Sunando Das
