focusing on the advertiser: how can new technologies maximize the value of invested ad money?
DESCRIPTION
Presentation by Cxense CEO, Dr. John M. Lervik, at Norway's AD Day Oct. 2013, discussing how new technologies can maximize the advertisers' value of invested ad money.TRANSCRIPT
Focusing on the advertiser: How can new technologies maximize the value of invested ad money? Dr. John M. Lervik, CEO and co-founder
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• Consumers goes online – new business models being defined
• Everything (TV, news, music, games, etc.) goes online too
• Online goes mobile, with unprepared advertisers and media
• Consumer insight (a.k.a. Big Data) is becoming critical
– Great user experiences
– Effective advertising and e-commerce
• Online advertising value chain controlled by a few large players,
who also control the data
– Media companies losing track of the advertising sales process
– Online advertising prices pushed down for publishers, but not
necessarily higher ROI for advertisers. Why?
Some key market trends
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The power of user insight … and how it defines the future of online advertising
Who?
When?
What?
Where?
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4th V =
Business Value of
Big Data
… and it is the users that generate the oil
Big data (= consumer insight) is the new oil
Google and Amazon dominate the online advertising and e-commerce value chains, respectively
The common denominator for success is the ability to leverage user data to provide better services
Lacking these capabilities other online companies have lost terrain in the battle for user attention
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360° consumer insight
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Consumer insight: User profile
CONTEXT
BEHAVIOR
DEMOGRAPHICS
SEMANTICS
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Use audience reports to
discover and create
relevant segments
Follow segments across
campaigns with unified
targeting and reporting
Consumer insight: Audience segments
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Knowing your audience is key to success
Brand affinity and protection
Flexible advertising products
Interest and intent Demographics
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Intuitive analytics dashboards for marketing and editorial teams
UNDERSTAND HOW CUSTOMERS INTERACT
WITH YOUR CONTENT
CAPTURE CUSTOMER DATA
IN REAL-TIME ACROSS ALL DEVICES
SLICE AND DICE DATA
FOR DEEP INSIGHTS ANALYZE TRENDS AND POPULARITY
MONITOR AND TAKE ACTION ON TRAFFIC PATTERNS
CAPTURE CUSTOM EVENTS
FROM YOUR BUSINESS SYSTEMS
STAY IN CONTROL WITH CUSTOMIZABLE
REAL-TIME WALLBOARDS
Vision
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Good old days: Advertisers and publishers with direct engagement
Traditional advertising:
• Direct relationship between publisher and advertiser
• 100% of advertising spend going to distribution
Today: Market power shifted towards advertising intermediators eroding advertiser and publisher values
50-80% of advertising spend
going to middle-men
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Premium context…
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Context matters...
Advertisers and media companies with transparent partnership around big data and innovative advertising products
Tomorrow: Advertisers should be able to engage effectively with media distribution based on consumer insight
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Example 1: Retailer & Publisher innovation
Trumf
member
Trumf data
Trumf members visiting online site
When Trumf members visit the Trumf site, defied key purchase
and user data is made available
A Trumf tailor-made ad campaign routing the customer to a specific
KIWI shop with a specific product
offering
Trumf data
Amedia data
Secure combination of Trumf user profile and
Amedia profile used for ad matching
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Example 2: Airline & Publisher innovation
Eurobonus
member
Eurobonus data
Eurobonus members book tickets online
When a Eurobonus customer book a ticket,
defined key program user data is made
available
Eurobonus data
Amedia data
Next time a Eurobonus customer visiting a
publisher site individual personalized ads or promotions can be
displayed
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Big Data at the center of digital media: Attractive and effective advertising ROI
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BEHAVIORAL
CONTEXT
1ST PARTY DATA
AUDIENCE SEGMENTATION
WEBSITE CONTENT OPTIMIZATION
EDITORIAL CONTROL
CAMPAIGNS TARGETED
PROMOTIONS
AND COUPONS PERSONALIZED
WEBSITE
EXPERIENCES
AUDIENCE REPORTS
DASHBOARDS
USER PROFILING LOCATION
DEVICE
MARKETER AUDIENCE
SOCIAL
TARGETED
MARKETING
USER REGISTRATION DATA
PURCHASE HISTORY
SUBSCRIPTIONS
3RD PARTY DATA
PRODUCT DATA
COMPANY DATA
LOCATION DATA
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• Advertisers should leverage customer data by
partnering with premium media companies
– Transparency and control
• Optimize marketing mix (of advertising products)
– Both branding and performance-based advertising
• Demand unified reporting and dashboards
– ROI, Learning
Summary
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