The Future of Targeting - SMX East 2014 - Benjamin Spiegel

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The Evolution & Future of Retargeting Benjamin Spiegel Sr. Partner, Managing Director - Strategy Twitter: @nxfxcom LinkedIn: in/BenjaminSpiegel EMail: [email protected] Google+: +BenjaminSpiegel WeChat: BenjaminSpiegel SlideShare: BenjaminSpiegel

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Benjamin Spiegel's deck on the future of targeting at SMX East 2014

Transcript of The Future of Targeting - SMX East 2014 - Benjamin Spiegel

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The Evolution & Future of Retargeting

Benjamin Spiegel Sr. Partner, Managing Director - Strategy

Twitter: @nxfxcom LinkedIn: in/BenjaminSpiegel

EMail: [email protected] Google+: +BenjaminSpiegel

WeChat: BenjaminSpiegel SlideShare: BenjaminSpiegel

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Targeting used to be simple…

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…then consumers wanted choice

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Only one way to get connected…

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…with only a few choices

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But we evolved again…

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CONNECTING BRANDS TO CONSUMERS IN A RELEVANT WAY.

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CONTENT BASED TARGETING

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INTEND BASED TARGETING

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WE EVOLVED AGAIN: RLSA/RETARGERTING/REMARKETING

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Retargeting - How it works

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Retargeting - It is brilliant

Behavior

Content Intend

Perfect Audience

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CHALLENGES •  Multi-screening

•  Scale

•  Cost

•  Reach

•  Messaging

•  Social / Mobile

•  Vendor

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THE SOLUTION: AUDIENCE BUYING

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The 4 key components

RTB

DMP

SSP

EXC

DSP

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The Display Landscape

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The magic of the DMP What are the ingredients?

Transactions Segments Campaigns Products

Lifetime Value

Clicks

Impressions Interactions Conversions

Psychographics Demographics Offline Buyers

Financials Web Behavior

Search Behavior

Offline Segmentation

Digital Ad Impact

Campaign Data

Audience

CRM Database

Brand Research

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WHATS NEXT The future of targeting and media

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The Social-Mobile-Digital Sweet spot

Mobile

Social Web

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Socialite 2.0 – Building Social Audiences

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Social targeting

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Hyper relevant messaging

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Socially enhanced creative units

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TV Please…

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Second Screen targeting

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Sync – Devices listen and react

Digital fingerprint is recognized

Trigger is fired Ad delivery in 5-10 minutes

Ad airs

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A WPP Company

THANK YOU @nxfxcom