Prepared by

1 Ian Gibbs

May 2016

Data Automationvs. Data Reputation:Is data transforming marketingfor the better or worse?

Prepared by

2 Is data transforming marketing for the better or worse?

Data Automation vs Data Reputation

DataReputatio

n?

DataAutomation?

3 Is data transforming marketing for the better or worse?

Data Automation vs Data Reputation

Source: Appnexus 2015

Trust is not uniform throughout the ad ecosystem

2%

4%

2%

21%

24%

32%

60%

57%

56%

17%

15%

10%

No Trust Some Mistrust Mostly Trust Completely Trust

Ad Tech Companies

Publishers

Advertisers

4 Is data transforming marketing for the better or worse?

Data Automation vs Data Reputation

DataReputatio

n?

DataAutomation?

5

Two good, two bad

Is data transforming marketing for the better or worse?Data Automation vs Data Reputation

So how is data transforming marketing?

6

The perpetual preoccupation with the click

1.

Is data transforming marketing for the better or worse?Data Automation vs Data Reputation

The perpetual preoccupation with the click

Data Automation vs Data Reputation

Know what this is?

The perpetual preoccupation with the click

Data Automation vs Data Reputation

What’s the impact on the other 99.99%?

0.01%Click Through Rate(CTR)

9 The perpetual preoccupation with the click

Data Automation vs Data Reputation

Source: emarketer July 2015

The click dominates!

Metrics used to measure effectiveness of mobile advertising globally

CTR:

56%Brand lift:

26%

The perpetual preoccupation with the click

Data Automation vs Data Reputation

An obesity crisis

11

Theadblockalypse

2.

Is data transforming marketing for the better or worse?Data Automation vs Data Reputation

The adblockalypseData Automation vs Data Reputation

What stands between marketer and consumer?

100 350 947 1,876

2011 2012 2014 2015

The adblockalypseData Automation vs Data Reputation

We retarget. They block.

Source: Google Trends 2016

Average Jan 2012 Jan 2013 Jan 2014 Jan 2015

April 2010

Ad blocking

Retargeting

14

GettingCreative

3.

Is data transforming marketing for the better or worse?Data Automation vs Data Reputation

Getting creativeData Automation vs Data Reputation

Creativity matters

Source: Cannes Lions 2012 & James Hurman ‘The Case for Creativity’ 2011

In the year preceding them winning the Cannes Lions Advertiser of the year each company below recorded an all-time high share price.

2006 2007 2008 2009 2010 2013

Changing, not re-affirming behaviours

17

Harnessingfirst partydata for planning

4.

Is data transforming marketing for the better or worse?Data Automation vs Data Reputation

18

Ophan

Creating an advertiser-centric rather than publisher-centricview of the world

Harnessing first party data for planning

Data Automation vs Data Reputation

Painting a picture of an audience

…and football contentEngaging with politics… …and live updates

Using that picture to tell a story

Harnessing first party data for planning

Data Automation vs Data Reputation

Business Decision

Makers

C-Suites

Business Travellers

Most likely to found on desktop throughout the day

Strong overlap with:Advertiser Audience content consumption by day

% page views by day part

TabletSmartphoneDesktop

Harnessing first party data for planning

Data Automation vs Data ReputationUnpicking the content that engages

Harnessing first party data for planning

Data Automation vs Data Reputation

In summary….

Data is a lens, not the answer

Be creative with data

Value your first party data