omni channel marketing conference - wout van damme
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February 2013
Wout van Damme CEO/Founder
OMNI-CHANNEL MARKETING CONFERENCE
Leveraging Data for ROI Media buying
Contents
Introduction
Data & RTB
Maximising media buying ROI through Data
Funbox overview
Founded in 2004, Privately owned
8 Years experience achieving measurable results
4 Years experience in Automated Media Buying / RTB
A global team of 40 professionals
Multi Channel
Sales Funnel Campaign Approach
Platform Agnostic Media Approach
Gradually built capabilities over time
Data & RTB
Non-RTB vs RTB
Every Impression is assessed by all advertisers and auctioned off
The value of an impression
Different types of data
1st Party Data 3rd Party Data
Data from your site
Exclusive
FREE
Data from other sites
Public
$$
Every click on your site is a data point for media buying
Every click on your site is a data point for media buying
$
What is a data segment
Product Category Brand
Conversion Shopping
Cart
The Power of Retargeting
RIGHT AUDIENCE
RIGHT TIME
RIGHT MESSAGE
Increasing ROI on data
Comprehensive Retargeting
Step 1: the base
Step 2: Increase Reach
Multi Platforms for Increased Reach
I I I I I I I I I I I I
I I I I I I I I I I I I
I I I I I I I I I I I I
I I I I I I I I I I I I
DSP 1 DSP 2
Step 3: Facebook Reach
Step 4: Dynamic Creative
Dynamic Creative Banners
Dynamic Video example
Step 5: Cookieless Retargeting
Device recognition increases profile recognition by 40%
Tracking by device: 95% recognition
Tracking by cookies: 55% recognition
Step 6: Mobile Retargeting
Step 7: Cross device targeting
Holistic campaign approach
One customer targeted across multiple devices
Unique Profile
Cookie
Why our clients choose to work
with Funbox
Funbox USPs
Leveraging RTB across the sales funnel and across channels
Technology Agnostic
Broadest RTB technology offering in Australia
Performance
Granular human and system optimisation towards campaign
goals
Knowledge & Experience
We get the most out of our people and systems to improve
campaign results
Brand safety
Proprietary technology to ensure brand safety