2. Real Time Advertising.
Bucharest, 21.05.2014

4. Jung von Matt.
Europe‘s creative powerhouse for innovative and effective communication solutions
Founded 1991 in Hamburg.
Independent + proud of it!

5. GMP.
JvM strategic partner for Romania.
The “Independent Agency of New Europe” in 2013 Golden Drum Festival.
Part of GMP Group, an independent, entrepreneurial group, creatively inspired in
all communication disciplines: advertising, digital, PR, public affairs.

6. Contents.
– The Media World Is Changing
– What Does This Mean for Market Players?
– What Opportunities Are Open to Creative Agencies?

7. The Media World Is Changing.

8. Stereotypes/environmentStereotypes/environment Retargeting, signal, similarRetargeting, signal, similar
Targeting/Target Groups: Then vs Now.

9. Dynamic rather than Static Forms of Address.
Age
Location
Interest
Gender
OPTIMUM COMBINATION
OF TARGET GROUP,
LANDING PAGE, AND CREATIVES
PERSONALIZED CATEGORY SITES
PRODUCT FEED
WOMEN’S SHOES
EXAMPLE PROFILE:
Gender: female, age: 24–28, location: Berlin
Interests: shoes, fashion, bags
Facebook ad
Personalized page
Cart value; €190
Conversion:
3.4%
Five categories
>15,000
products
67 target
groups
438 creatives
FACEBOOK CAMPAIGNS
PRODUCT FEED
MEN’S
BUSINESSWEAR
PRODUCT FEED
BEST DEALS FOR
WOMEN

10. You buy more expensive but more specific.
It’s more expensive per
unit to address smaller
target groups but you
save on wasted
coverage, which saves
money overall.
It’s more expensive per
unit to address smaller
target groups but you
save on wasted
coverage, which saves
money overall.

11. User Journey and Attribution Modeling can help to allocate
budgets.
Unilateral observation and
optimization of individual
channels is inefficient.
Instead, the value
contribution of each
touchpoint can be
determined.
Unilateral observation and
optimization of individual
channels is inefficient.
Instead, the value
contribution of each
touchpoint can be
determined.

12. The Technical Possibilities Already Exist.
Anyone who thinks this is
just an online
phenomenon will know
better in a few years.
Classic channels are
following suit.
Anyone who thinks this is
just an online
phenomenon will know
better in a few years.
Classic channels are
following suit.

13. Lots of companies have recognized the
trends. But only a few will survive them.

14. The Consequences for Media
Agencies.

15. Thesis 1:
The relevance of purchasing power as a competitive advantage is decreasing

16. The Significance of Large and Individual Arrangements Is
Decreasing.
Change in media usage
Less volume discounts
Google+, Facebook
New type of price
setting
Algorithms and technology
Auction/real time
Attribution
modeling
Efficiency
Paid, owned, earned

17. Thesis 2:
Planning expertise that has been built up historically is only of limited use in
this new world

18. How Media Plans Are Created in this “New World”.
Data and DMP
Availability
First, second, and third-party
data
Strategies
Insights
Data
interpretation
Technology
Automation
Dynamic
delivery and optimization

19. Thesis 3:
Technical service providers are taking on an increasing number of media
agencies’ tasks

20. Inventory Suppliers = Technical Suppliers.
Above all, Google
(DoubleClick) and
Facebook (Atlas) will take
over increasingly many
stages of the value-
added chain
Above all, Google
(DoubleClick) and
Facebook (Atlas) will take
over increasingly many
stages of the value-
added chain

21. Digital Tools Analyze TV Media Plans in Real Time.
What digital consequences do
different spots have?
What digital consequences do
different spots have?
Which broadcasters and formats
really work?
Which broadcasters and formats
really work?

22. &
Technology is merely the basic condition.
What’s essential is having the right staff.

23. An Opportunity for Creative
Agencies?

24. Thesis 4:
You can only create efficient media plans if you understand the interplay
between paid, owned and earned media

25. Thesis 5:
Ideas and the creative implementation based on them remain the primary
differentiating features.