Innovation and Acceleration through Social Online Collaboration Idea Campaigns
Tools for Innovation in Interactive Campaigns
description
Transcript of Tools for Innovation in Interactive Campaigns
www.choicestream.com Confidential 1
Bill Guild, VP [email protected]
Tools for Innovation in Interactive Campaigns
Agency Innovation Camp
Creative Media AnalysisPlanning
Qualified Uniques
• Time• Geo• Audience• Placement
• competition• preference• intent
• adapt in real-time• interactive• integrated optimization
• Standard reporting• Advanced insights• Custom analysis
Planner StudiosServer
ConsoleCruncherDMP
Poll-based
Audience
ChoiceStream Modeling
ChoiceStream Data Platform
1. Conquesting Audience
3. Hard-to-Find Audience
2. Immediate Intent Audience
4. Proprietary Audience
Luxury 38%
• Cosmetics• Special Foods• Kids Breakfast/Energy Bars• Children Age 7-9• Lifestages GenX (27-42)• Reading• Back to School
Home-like 14%
• Peanut Butter• HHI $125K - $149K• Kids Candy• Men’s Soap• Electronics• Home Owner• Median Home Value
Budget 28%
• Auto Insurance• Recipes• Investment• Sports• Mail Order• Video Games• HHI $75K-$100K
Friends or Family 20%
• Music• Decision Type – Feeling• Kids Food Storage Bags• Length of Residence < 3 yrs• Carbonated Beverages• HHI $50K - $60K• Gardening
Weather Ads
1.
Profiled Ads
2.
Choice Ads
3.
Reactive Ads
7.
Combination Ads
8.
Live Feed Ads
4.
Localized Ads
5.
Carousel Ads
6.
(Weather + Carousel)
(Choice + Localized)
(blank) Relevant Creative
Purchased Ad SpaceReal-time Creative Optimizer
by Genderand Current Weather
Objective: Identify and reach audiences by specific needs
Approach: Capture individual preferences
Dynamically adjust messaging by preference:
Warranty All Wheel Drive Fuel Efficient
Outcome: Self-declared audiences profiled, and analyzed
Multiple feature awareness
Differentiated website engagement
Preference appropriate messaging
✔
A4 Landing Page
Quattro Landing Page
Warranty Landing PageWARRANTY
ALL WHEEL DRIVE
FUEL EFFICIENT
(blank)
Relevant Creative
Purchased Ad Space Real-time Creative
Optimizer
a Carousel of wagons with the V6O first
View pixel
Waste
PromisingAudience
Incremental Audience• New Audiences• All Performing Content
Brand Audience
Initial Audience• Survey Discovery• Site Look-alikes• Endemic Content
Refined Audience(endemic sites)
Refined Audience• Refined Main Audience• Other Performing
Content
Refined Audience(other sites)
New Audience
Integrate conversational data with the learning system