dominik fassl jung von matt
Post on 22-Oct-2014
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Real Time Advertising.Bucharest, 21.05.2014
Jung von Matt.
Europe‘s creative powerhouse for innovative and effective communication solutions
Founded 1991 in Hamburg.
Independent + proud of it!
GMP.
JvM strategic partner for Romania.
The “Independent Agency of New Europe” in 2013 Golden Drum Festival.
Part of GMP Group, an independent, entrepreneurial group, creatively inspired in all communication disciplines: advertising, digital, PR, public affairs.
Contents.
– The Media World Is Changing
– What Does This Mean for Market Players?
– What Opportunities Are Open to Creative Agencies?
The Media World Is Changing.
Stereotypes/environmentStereotypes/environment Retargeting, signal, similarRetargeting, signal, similar
Targeting/Target Groups: Then vs Now.
Dynamic rather than Static Forms of Address.
AgeLocation InterestGender
OPTIMUM COMBINATION OF TARGET GROUP,LANDING PAGE, AND CREATIVES
PERSONALIZED CATEGORY SITES
PRODUCT FEEDWOMEN’S SHOES
EXAMPLE PROFILE:Gender: female, age: 24–28, location:
BerlinInterests: shoes, fashion, bags
Facebook ad
Personalized page
Cart value; €190
Conversion: 3.4%
Five categories>15,000 products
67 target groups
438 creatives
FACEBOOK CAMPAIGNS
PRODUCT FEEDMEN’S BUSINESSWEAR
PRODUCT FEEDBEST DEALS FOR WOMEN
You buy more expensive but more specific.
It’s more expensive per unit to address smaller target groups but you save on wasted coverage, which saves money overall.
It’s more expensive per unit to address smaller target groups but you save on wasted coverage, which saves money overall.
User Journey and Attribution Modeling can help to allocate budgets.
Unilateral observation and optimization of individual channels is inefficient. Instead, the value contribution of each touchpoint can be determined.
Unilateral observation and optimization of individual channels is inefficient. Instead, the value contribution of each touchpoint can be determined.
The Technical Possibilities Already Exist.
Anyone who thinks this is just an online phenomenon will know better in a few years. Classic channels are following suit.
Anyone who thinks this is just an online phenomenon will know better in a few years. Classic channels are following suit.
Lots of companies have recognized the trends. But only a few will survive them.
The Consequences for Media Agencies.
Thesis 1:
The relevance of purchasing power as a competitive advantage is decreasing
The Significance of Large and Individual Arrangements Is Decreasing.
Change in media usage
Less volume discounts
Google+, Facebook
New type of price setting
Algorithms and technology
Auction/real time
Attribution
modeling
Efficiency
Paid, owned, earned
Thesis 2:
Planning expertise that has been built up historically is only of limited use in this new world
How Media Plans Are Created in this “New World”.
Data and DMP
Availability
First, second, and third-party data
Strategies
Insights
Data interpretation
Technology
Automation
Dynamic delivery and optimization
Thesis 3:
Technical service providers are taking on an increasing number of media agencies’ tasks
Inventory Suppliers = Technical Suppliers.
Above all, Google (DoubleClick) and Facebook (Atlas) will take over increasingly many stages of the value-added chain
Above all, Google (DoubleClick) and Facebook (Atlas) will take over increasingly many stages of the value-added chain
Digital Tools Analyze TV Media Plans in Real Time.
What digital consequences do different spots have? What digital consequences do different spots have?
Which broadcasters and formats really work?Which broadcasters and formats really work?
&
Technology is merely the basic condition. What’s essential is having the right staff.
An Opportunity for Creative Agencies?
Thesis 4:
You can only create efficient media plans if you understand the interplay between paid, owned and earned media
Thesis 5:
Ideas and the creative implementation based on them remain the primary differentiating features.