Digital Audience Buying: Game Changer or Evolution?

Digital Audience Buying: Game Changer or Evolution?

John Montgomery, COO, North America, GroupM Interaction

John Montgomery, COO, North America, GroupM Interaction

Is Content being Turned into a Commodity?Is Content being Turned into a Commodity?

Is this the End for Ad Networks?Is this the End for Ad Networks?

Is the Sky Falling for Publishers?Is the Sky Falling for Publishers?

And Privacy?And Privacy?

Media Buying: The Game has Changed

Inventory PoolInventory Pool

Audience Regardless of Context

Audience Buying Presents a Shift in Media AcquisitionAudience Buying Presents a Shift in Media Acquisition

Advertiser/Agency

Insertion Order

Tech Zone

DSP

DMP

Site 1

Site 2

Site 3

Audience DataAudience Data

The Old ModelThe Old Model

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Content as a Proxy for Audience

The New ModelThe New Model

Audience Buying. Game Changing Benefits to Brands and Advertising IndustryAudience Buying. Game Changing Benefits to Brands and Advertising Industry

Brands move money to digitalBrands move money to digital

Content still key for BrandsContent still key for Brands

Better MetricsBetter Metrics

A safer environment for BrandsA safer environment for Brands

Well positioned Ad Networks offering will thriveWell positioned Ad Networks offering will thrive

Audience Buying. Game Changing EfficienciesAudience Buying. Game Changing Efficiencies

Media EfficienciesMedia Efficiencies

High Tech – Low TouchHigh Tech – Low Touch

Better targeting and retargetingBetter targeting and retargeting

Reach extension – frequency managementReach extension – frequency management

Audience Buying. Game Changing. In Real TimeAudience Buying. Game Changing. In Real Time

Message ManagementMessage Management

Real Time BuyingReal Time Buying

Brand SafetyBrand SafetyBetter ROIBetter ROI

Audience Buying. Game Changed.Audience Buying. Game Changed.

Digital Audience Buying: Game Changer or Evolution?

Digital Audience Buying: Game Changer or Evolution?

John Nardone, CEO, [x+1]John Nardone, CEO, [x+1]

DSPs provide an…

that enables…

to optimize…

by implementing…

across…

Audience Targeting Platform

Marketers and Agencies

Marketing interactions

Real-time Analytics and Decisions

Multiple Channels

Multi-touchpoint Optimization

The current digital marketing funnel is broken, and is not helping companies grow

Broad reachBranding

Search & Intender

Targeting

Remarketing

Client WebsiteClient

Website

Client WebsiteClient

Website

Little management of the top of the funnel...

Under managed website….

Overspent on remarketing

DSPs are only part of the solution

…but targeting intenders and remarketing does little to create demand.

Broad reachBranding

IntenderTargeting

Remarketing

Client WebsiteClient

Website

Client WebsiteClient

Website

DSP’s target spending here

Fix all the points of the broken funnel to drive dramatic improvement in online results

NEW R/F Manager and audience optimization reduces waste to reach more target audience with effective frequency.

Dynamic landing page presents content based on media and audience data..

Intender data evaluated and purchased through the hub

Consolidated remarketing is frequency-optimized to minimize waste

Broad reachBranding

IntenderTargeting

Remarketing

Client Landing

Page Website

Client Landing

Page Website

Client WebsiteClient

WebsiteAttribution model gives clarity to investment results

• Optimized “top of funnel” redirected 23% of unproductive spend .• Funnel migration metrics identified the opportunities to redeploy

the dollars with productive partners.• DSP intender targeting• DSP inexpensively supplements low frequency• Productive direct pubs and networks that add effective reach to the plan

• Dynamic landing pages used media exposure (site and creative) as attributes, along with audience to determine the user experience

Top 20 online advertiser gets +100% lift

Significant impact on the EPS of the company