It’s time to revisit the marketing adage that in order to be effective, an online ad needs to be delivered to the right consumer, at the right time, and in the right place. Programmatic advertising has made it easier to achieve these three goals, and it’s become a table stake for many brands. But the rise of mobile and recent advances in ad tech means we can expect more. The context around where an ad is served is making a comeback, and when combined with the right behavior, can help serve highly effective ads to consumers who are more likely to be receptive. To be relevant today, an ad needs to be served to a consumer not only in the right mindset, but also with the right creative—without being annoying. This session explores how the latest versions of image recognition technology, contextual targeting, and trend targeting can help achieve these goals programmatically and in a mobile environment. It highlights how creative limitations in programmatic can be addressed, and it showcases examples of groundbreaking, programmatically delivered in-image advertising campaigns from Fortune 100 brands.
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Buyers are now able to purchase GumGum’s inventory and
custom formats via integrated DSP partners
WORKING WITH GUMGUM PROGRAMATICALLY
MOUNT ENGAGEMENT
Where you end up depends on
where you plan to go.
GumGum is most effective when used as
a brand building tool. When we operate at
the top and middle of the funnel, superior
engagement metrics await at your
destination.
BEST-CASE VOLCANO
Strategically pack for blowing out results.
A three-pronged approach works best to blast audiences
with effective content, using behavioral, contextual, and
vertical data to target. This strategy maximizes
campaign efficiency.
CATEGORIAL CAVES
Split up to cover more ground.
In the DSP, create a separate ad
group for each strategic category.
This allows flexibility and better overall
performance.
EQUIP-AND-BE DUNE
Equip yourself with best practices.
Serve ads to individual users a maximum of four times in eight hours
Lighten pre-bid solutions, thanks to our robust, premium publishing partnerships
Cast a broad keyboard net with at least 100 associated keywords
AWE SUMMIT
Set up camp.
Plant your flag, relax, and watch
engagement rise. Then start
planning your next ad-venture!
FORGET FALLS
Forget what you know.
GumGum achieves unique
results because it is different
than any programmatic
experiences you may have
had. Over the course of
creating successful
campaigns for dozens of
brands and agency partners,
we have learned what works
best.
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19. MEASURING SUCCESS BEYOND LAST TOUCH
10/13/2016 19
BRAND LIFT
PANEL-BASED INSIGHTS INTO THE
LIFT ACROSS ENTIRE CAMPAIGN(S)
WITH EXTENSIVE DATA
PURCHASE
INTENT
PANEL-BASED INSIGHTS WITH
TRACKING THAT MONITORS INTENT
THROUGH SEARCH/PAGE VISITS
PURCHASE LIFT
PARTNERSHIPS WITH CPG
AND AUTO, WHICH ALLOW THE
MEASUREMENT OF ACTUAL PURCHASES
PURCHASE
INTENT
MEASURES OFFLINE PURCHASE
INTENT THROUGH PANEL’S
ACTUAL FOOT TRAFFIC
Notes de l'éditeur
Outline of Phil’ presentation:
Going Beyond “Right Consumer, Right Time & Right Place”
It's time to revisit the marketing adage that in order to be effective, an online ad needs to be delivered to the right consumer, at the right time, and in the right place. Programmatic advertising has made it easier to achieve these three goals, and it’s become a table stake for many brands. But the rise of mobile and recent advances in ad tech means we can expect more. The context around where an ad is served is making a comeback, and when combined with the right behavior, can help serve highly effective ads to consumers who are more likely to be receptive. To be relevant today, an ad needs to be served to a consumer not only in the right mindset, but also with the right creative -- and without being annoying. This session will explore how the latest versions of image recognition technology, contextual targeting and trend targeting can help achieve these new goals programmatically and in a mobile environment. The session will also highlight how creative limitations in programmatic can be addressed. Finally, this session will show examples of groundbreaking, programmatically-delivered In-Image advertising campaigns from Fortune 100 brands.
Why this slide matters: Validating GumGum’s size and experience.
Voice-over: GumGum is a leading computer vision company that is best known for inventing the field of In-Image advertising. We are currently about 200 people, across 13 offices, on 3 continents. We work with many of the largest publishers in the world and the majority of Fortune 100 brands.
This year, we delivered more than 100BN image impressions.
Why this slide matters: Establishes credibility/market validation and demonstrates the scale and premium nature of our offering.
Voice-over: We work with many of the largest publishers in the world, which collectively give our advertisers access to 10 billion impressions per month. Some of our publisher partners include Time Inc. Wenner Media, Bauer, and Hearst.
Key Takeaway: GumGum is a scalable, brand-safe platform with high quality partner sites that your brand can be proud to be associated with.
Supporting Talking Points:
Strict publisher acceptance criteria ensures only sites you would be proud to include on your plan, are allowed into our platform.
Third party ad verification is available.
We use both a programmatic and human review process to ensure our clients’ ads never appear alongside objectionable images or content.
175M UVs/mo. gives us sufficient scale from which to deliver audiences via our In-Content campaigns.
A complete site list is available upon request.
Why the slide matters: Demonstrate what makes programmatic so compelling to marketers.
Voice-over: Programmatic advertising helps automate the decision-making process of media buying by targeting specific audiences. By collecting a wide variety of first and third part data about consumers and delivering the most relevant ads to them, programmatic creates efficiencies. Some pundits would argue that programmatic is the gold standard of marketing.
Why the slide matters: Show that programmatic has been widely adopted by marketers.
Voice-over: What is clear is that marketers have embraced programmatic. This year, more than 67% of the US display spend was purchased programmatically. This represents almost $15BN and is expected to continue to grow as more premium inventory is made available to marketers through private exchanges and automated guarantees.
Why the slide matters: Show that programmatic faces some challenges in mobile environments.
Voice-over: With the explosion of mobile, programmatic is reinventing itself. Cookies that help to identify and serve an ad to consumers are generally not available on mobile. Without cookies, it’s difficult for marketers to know that the person using smartphone X is the same person who uses tablet Y and laptop Z, and then allow the marketer to retarget that person accordingly. There are some other solutions that go around that problem, but none of them is a panacea. The two routes to cross-device tracking are “deterministic” and “probabilistic.” 1) Deterministic cross-device tracking is when publishers and platforms ask their users to sign in to their websites and apps on every device they use. This allows digital media properties to track their users across devices exactly. Facebook and Twitter, for example, require users to sign in for both their desktop and mobile experiences, thus allowing them to offer precise retargeting capabilities across devices. 2) Probabilistic cross-device tracking is an inexact science carried out by ad tech companies like Drawbridge or Tapad. These companies aggregate information about ads served on smartphones, tablets and desktops, and then use statistical models to infer who is using which device. According to a recent GumGum’s survey of 300 media buyers, 37% don’t use cross-device targeting. And for the majority of these who do, it’s not entirely clear how cross-device targeting work.
In addition to some of the challenges with cross-device targeting, small ad units continue to be a challenge in mobile -- who hasn’t clicked on a mobile ad by accident recently?
Why the slide matters: Show that programmatic relies to much on last touch models, and doesn’t give enough credit to other touchpoints that happen along the consumer’s journey
Voice-over: Many systems try to simplify attribution down to a single touch (last click or last impression) leading SEM and retargeting to take the performance’s lion share. But with so much digital data available, multitouch approaches can be much more effective, particularly for understanding the value of digital display advertising.
Why the slide matters: Demonstrate that you might find the right audience, but that audience might not be in the right frame of mind.
Voice-over: Another underlying issue of programmatic relates to the platform’s (DSPs, TD, retargeters) dependence on behavioral targeting. Take retargeting as an example. As we know, retargeting consists of serving an ad to a consumer based on this person’s intent in buying a product or service. It’s one thing to serve an ad to this person, but it is another to deliver an ad to this person when he/she is in the right frame of mind to buy that product. This is an area where retargeting usually falls short.
Why this slide matters: Identifies the problem we solve - attention and viewability.
Voice-over: People visit websites to consume content, and all eye tracking studies show that users focus on the images and text in the body of the web page, largely ignoring anything appearing on the periphery of pages, especially banner ads. This is known as “banner blindness”.
As this heat map illustrates, images attract the most “heat” or attraction from viewers. Our attention is naturally drawn to headlines, images and text because this is the content the users are on the page to consume. They appear in-line with the natural flow of how we’ve been conditioned to read content online. So it’s not surprising that the most effective marketing messages are those that sit within the content, like images, where users are most actively engaged.
Key Takeaway: Research shows banner blindness is still a pervasive problem, and the way users consume content does not match how ads are displayed online.
Supporting Talking Points:
- People visit websites to consume content
- Eye tracking studies prove users focus energy and attention on images, text and other content in the center of the page
- The most effective marketing messages are those which appear in-line with content where user attention is actively engaged.
Note: While Mashable is not a GumGum publisher, this heat map is for illustrative purposes only. It’s not necessary to mention imagery and In-Image advertising at this point to successfully deliver this slide.
Why this slide matters: Demonstrates why contextual marketing is important
Voice-over: It is our strong belief that marketing messages should be placed, politely and relevantly, in line with content users are actively engaged with. Because In-Image ads run where a reader’s attention is already focused, not only are they viewable, but they are also seen. GumGum looks at billions of images every month across more than 2,000 premium publishers and our proprietary technology deciphers the content of these images. We can then use that understanding to align brand messages to these images with contextually relevant ads.
Why this slide matters: Show our placements.
Voice-over: GumGum offers a variety of formats and creative options designed to meet the brand objectives of every advertiser.
Supporting Talking Points:
Custom creative using your assets can be developed by our in-house design team at no additional cost.
Ads are responsive and dynamically conform to the size and shape of images and the screen size, regardless of platform or device.
Ads can be closed by consumers to reveal entire photos.
Upon clicking, a video overlay can be presented to include video, images or any rich media or social engagement feature.
Ads can be targeted on a keyword or a category basis and audience targeting options are available.
Why this slide matters: Succinctly conveys how our image recognition and semantic/contextual analysis technology works.
Voice-over: At our core, we are a computer vision company. We look at billions of images every month and use machine learning techniques to determine the content of images. Our technology looks for things like faces, animals, automobiles, skin, hair, locations, logos, and so much more. In addition, we use semantic analysis to infer the meaning of images and the context of any page, based on several variables, including keywords and metadata.
Supporting Talking Points:
How GumGum’s patented image recognition technology identifies what’s in pictures:
Image Analysis – Our image recognition technology is able to identify faces (hair, eyes, ears, lips, etc.) automobiles, and skin/nudity detection.
Content Analysis – Semantic analysis of the text on a page further helps to identify the meaning of images and their eligibility for ad targeting.
Page Metadata – Meta tags, keywords and page titles provide inferences to the meaning of photos on the page.
Image Metadata – Every image contains data that can be used to infer its meaning. This data includes file names and descriptors entered by a photographer or publisher, Exif and IPTC meta data, and Facebook open source image coding.
Referrer Data – If a user arrives on this page via search, we can identify the term searched prior to landing on this page.
Image Clustering – Once an image is identified, our system can locate the same image across multiple publishers, even if it has been cropped or altered.
Why this slide matters: Expose some issues that relate to programmatic standard formats, and show one way to overcome them
Voice-over: Producing high impact creative has been challenging for programmatic. More often than not, programmatic faces some creative limitations as the number of ad formats is somewhat limited. Early one, at GumGum, we made the decision to create a creative studio to assist our clients with non standard IAB ads. More recently, we launched a tool that allows our clients to create their own non standard units. Here’s an example of that.
Why this slide matters: Shows that offer programmatic and we know how to make it work for your clients
Voice-over: This map illustrates what we learned from our clients who are running programmatic campaigns with us. It’s a fun read and all of you should have a copy of the map in front of you. We are proudly integrated with TTD, AppNexus and also DoubleClick Manager.
Brand Lift – MB Insights:
1) This survey is almost always panel based.
What this means is that MB has a panel of
users opted in to taking surveys for them.
Therefore, no AV is needed for the survey
2) The amount of data that comes back from
one of these is far more extensive. You can
check the results by demo (age, gender, HHI)
current product used, what attributes are
associated with product being studied and
more
Purchase Intent – MB Behavioral:
1) This is probably the best study if a user is
interested in actionable behavior that takes
place online.
2) Using their panel, they measure steps taken
online after an ad is seen.
3)How often do people return to website? Do
they explore product specific pages on the
site? How often do they visit competitor’s
sites? Do a search for the product?
Comparison shop online?
Purchase Intent – Placed:
1) This is probably the best study for Brick and
Mortar stores (like a Best Buy, Ikea or Target)
2) Placed has a panel of users that they
measure location on. After a user has seen an
ad, Placed is able to determine if that user
has visited a retail location.
3) There is no measurement on actual spend,
but measures the ability to increase physical
foot traffic to a location.
Purchase Lift – Datalogix:
1) The deliverables and methodology of the
study vary from CPG to Auto, but both will
draw an estimate on actual revenue
generated from the campaign based on actual
purchase data from their partners.