tools for innovation in interactive campaigns

10
www.choicestream.com Confidential 1 Bill Guild, VP Markting [email protected] Tools for Innovation in Interactive Campaigns Agency Innovation Camp

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ChoiceStream provides complete solutions for programmatic campaigns. These solutions range from automated audience research through real-time dynamic creative and optimized media buying to persona mapping and insights. Bill Guild will explain how each separate solution works and how they can work together to collect unique consumer data, engage audiences at unprecedented levels, and give Brand Hackathon teams a competitive edge.

TRANSCRIPT

Page 1: Tools for Innovation in Interactive Campaigns

www.choicestream.com Confidential 1

Bill Guild, VP [email protected]

Tools for Innovation in Interactive Campaigns

Agency Innovation Camp

Page 2: Tools for Innovation in Interactive Campaigns

Creative Media AnalysisPlanning

Qualified Uniques

• Time• Geo• Audience• Placement

• competition• preference• intent

• adapt in real-time• interactive• integrated optimization

• Standard reporting• Advanced insights• Custom analysis

Planner StudiosServer

ConsoleCruncherDMP

Page 3: Tools for Innovation in Interactive Campaigns

Poll-based

Audience

ChoiceStream Modeling

ChoiceStream Data Platform

1. Conquesting Audience

3. Hard-to-Find Audience

2. Immediate Intent Audience

4. Proprietary Audience

Page 4: Tools for Innovation in Interactive Campaigns

Luxury 38%

• Cosmetics• Special Foods• Kids Breakfast/Energy Bars• Children Age 7-9• Lifestages GenX (27-42)• Reading• Back to School

Home-like 14%

• Peanut Butter• HHI $125K - $149K• Kids Candy• Men’s Soap• Electronics• Home Owner• Median Home Value

Budget 28%

• Auto Insurance• Recipes• Investment• Sports• Mail Order• Video Games• HHI $75K-$100K

Friends or Family 20%

• Music• Decision Type – Feeling• Kids Food Storage Bags• Length of Residence < 3 yrs• Carbonated Beverages• HHI $50K - $60K• Gardening

Page 5: Tools for Innovation in Interactive Campaigns

Weather Ads

1.

Profiled Ads

2.

Choice Ads

3.

Reactive Ads

7.

Combination Ads

8.

Live Feed Ads

4.

Localized Ads

5.

Carousel Ads

6.

(Weather + Carousel)

(Choice + Localized)

Page 6: Tools for Innovation in Interactive Campaigns

(blank) Relevant Creative

Purchased Ad SpaceReal-time Creative Optimizer

by Genderand Current Weather

Page 7: Tools for Innovation in Interactive Campaigns

Objective: Identify and reach audiences by specific needs

Approach: Capture individual preferences

Dynamically adjust messaging by preference:

Warranty All Wheel Drive Fuel Efficient

Outcome: Self-declared audiences profiled, and analyzed

Multiple feature awareness

Differentiated website engagement

Preference appropriate messaging

A4 Landing Page

Quattro Landing Page

Warranty Landing PageWARRANTY

ALL WHEEL DRIVE

FUEL EFFICIENT

Page 8: Tools for Innovation in Interactive Campaigns

(blank)

Relevant Creative

Purchased Ad Space Real-time Creative

Optimizer

a Carousel of wagons with the V6O first

View pixel

Page 9: Tools for Innovation in Interactive Campaigns

Waste

PromisingAudience

Incremental Audience• New Audiences• All Performing Content

Brand Audience

Initial Audience• Survey Discovery• Site Look-alikes• Endemic Content

Refined Audience(endemic sites)

Refined Audience• Refined Main Audience• Other Performing

Content

Refined Audience(other sites)

New Audience

Integrate conversational data with the learning system

Page 10: Tools for Innovation in Interactive Campaigns

www.choicestream.com Confidential 10

Bill Guild, VP [email protected]

Questions