why omnichannel is the new black€¦ · multi- or omni- channel 1. omnichannel characteristics...
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© Visto 2018. Confidential & Proprietary.
Why Omnichannel Is The New BlackP R E S E N T E D B Y K e r r y B i a n c h i - C E O , V i s t o
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MULTI- means more than one
OMNI- means in all places
W H A T I S T H E D I F F E R E N C E
Multi- or Omni- ChannelLatin 101
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O M N I C H A N N E L
Characteristics
Fully integrated channels—social,
mobile, web, in-store
46%Higher levels of
customer conversion
43%Unified experience
across both physical and digital touchpoints
42%
43%Individualized
and deeper knowledge of customer journey
43%Improved loyalty,
referral and word-of-mouth
41%Continuous learning customer behaviors
Source: eMarketer US Omnichannel Retail StatPack – 2018, Marketer and Consumer Trends - July 2018
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Current DSP technology does not
address the full range of omnichannel
buying. Buyers must turn to multiple
platforms, inventory, and data sources to
cobble together holistic programs.”
- Joanna O’Connell VP, Principal Analyst Forrester Research
“Omnichannel
T H E W O R L D I S M O R E
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W H A T D O Y O U N E E D I N
An Omnichannel Stack?
DSP
Exchange
Ad Network
SSP
DirectPublisher
SocialTV
Online
CRMPOS
MobileLocationSearch
Modeled
Tag & Tracking Systems
VerificationProviders
Ad Measurement
Ad Server
Ad Server
AttributionSystems
API
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O M N I - C H A L L E N G E S 6closed ad platforms control nearly
63%of display advertising
Real Time Bidding & Reservations
Walled Gardens
Source: Jounce, Global Display Media - September 2018
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If you look at the DSPs that integrate with hundreds of SSPs and
exchanges—to scale a business,you really only need 10.”
- Sarah Warner Digital investment lead for programmatic and video,
Group M Global
“H O W M A N Y P L A T F O R M S
Realizing the Omni-Dream
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KPI GOAL: Best CPM Buying
$- $1,000 $2,000 $3,000 $4,000
KPI GOAL: Best CPVC Buying
KPI GOAL:Best CPC Buying
$- $2,000 $4,000 $6,000 $- $50,000 $100,000 $150,000
A C A S E F O R
Omnichannel Transparency
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FINANCE TRAVEL eCOMMERCE PROGRAMMATIC ADVERTISING
H O W D O W E I N T E G R A T E P L A T F O R M S F O R A
Seamless User Experience?
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S H O U L D Y O U B U I L D Y O U R O W N I N - H O U S E
Omni-Technology Stack? have partially
or plan to move programmatic
in-house
47%
of brands want to bring programmatic in-house by 2022
62%of digital display
spending to be served programmatically
by 2020
86%
Source: IAB Programmatic In-Housing, Benefits, Challenges and Key Steps to Building Internal Capabilities – May 2018
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I T T A K E S T A L E N T E D P E O P L E W H O K N O W H O W T O I N T E R P R E T A N D L E V E R A G E O M N I C H A N N E L T E C H N O L O G Y
Omni-Focus On People
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F O R C R E A T I N G A N O M N I C H A N N E L S T R A T E G Y ?Is There a Guidebook
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Thank YouKerry BianchiPresident & CEO, [email protected]