1. The document discusses how data is used in digital advertising, including understanding audience data, re-targeting consumers, and optimizing campaigns in real-time. 2. It addresses different types of data collected from sources like social media, fitness devices, and browsers, and how this data is used to target ads to the right consumers. 3. Examples are provided of how data is used to measure ad engagement and correlate post-click and post-view consumer actions to optimize advertising efforts.

1. Data and Creativity
An Introduction
6&7th Feb 2016

2. Aims of today are…
1. To understand the relationship between data and
creativity in modern digital advertising.
2. To understand different types of data and how it is
used in digital advertising.
3. Show some megatrends.
4. Understand the differences of earned, owned and
bought media.
5. To understand models of video distribution
5. Case Study Time

3. The biggest issues in Digital
Advertising at the moment.

4. Fork in the road
Data
Creativity
One way to look Media Agencies as
Google re-sellers.

5. Personal Data
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Fitbit, Garmin, and Nike—say they don't sell personally identifiable
information collected from fitness devices. But privacy advocates warn that
the policies of these firms could allow them to sell data, if they ever choose
to do so.

6. We all leave Vapour Trails of data.

7. To make sure your ad gets to the right person.
To measure how engaging the ad was.
To try and re-target you to buy stuff.
To try and find more of you.
To optimIn digital advertising, data is used
in three basic ways.
ise campaigns in real time.

8. Think of engagement data as the chemical
reaction between the viewer, the viewability of
the ad, the offer, and how busy that person was
at the time.

9. Think of audience data like this.

10. Re-targeting works like this

11. Finding more of you works like this.
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12. Ways that your data is used in
marketing.
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13. How does it all work?

14. Your logo here

15. An example of how data is used.
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The chance of an Web user clicking on an ad and
going straight to the purchase page is about as
likely as a pedestrian hailing a taxi and asking the
driver to take him or her directly to the place
advertised on the side of the cab – VERY SMALL.
It is more likely the user will make
a note and visit later. Online,
you can measure exactly this:
the branding effect.

16. Your logo here
User Sees a banner, remembers it,
but DOES NOT CLICK
Adserver sets a cookie set in
internet browser
Goes to site within 90
days and buys
something
User Gets another
cookie set in
browser
Cookie sent back
To adserver / agency
Events
Correlated
Post Click and Post View

17.  What happens when you clear your cookies?
 Have you assessed how visible you are?
 Here’s how free and easy Twitter is with
Data.
 Followerwonk
Privacy - What do you do?
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18. Privacy & Social Media
 You lose your rights to the content that you post.
There is no choice, or nothing could be shared.
 Twitter is not liable for anything that is shared.
 Social Media also use Cookie Data. To try and
make advertising effective. Twitter scan
conversations for key-words, as does FB.
 Use of data in marketing is quite benign.

19.  To find which creative is working.
 To find which sites worked.
 To find which times worked best.
 Optimise campaigns in real time.
 To stop wasted money.
 The internet is an ever expanding canvass – there is little
choice.
Real-time Optimisation.
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20.  Owned Media, Bought Media, and Earned Media
 Think of Smartphones as your BBC 1, BBC 2, ITV
– a device that you can distribute content on.
 There is great value in what is shared. Facebook
and Twitter don’t make you pay for it.
Smartphones & Sharing

21. The stock Exchange & Real Time
Bidding
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22. Here are the main providers of
data in digital marketing
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23. Types of Targeting
When using an ad server
Site
Date
Time
Browser
Connection
Speed
Operating System
IP address
Frequency Capping
Internet Service Provider
Geo-IP
Key-word and key value
Cookie-targeting
Re-targeting
Optimisation Engines
S
T
A
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D
A
R
D
Contextual/behavioural combined
R
E
T
A
R
G
E
T
I
N
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Surround sessions
Contextual
I
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T
E
N
T
I
O
N
A
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Audience Segmentation
Tastes and interests

24. Why use so much data?

26. People are responding less and
less to ads.
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27. Why is data used? - #1

28. Why is data used? #2

29. Your logo here
Tech is seen as the solution. Is it?

30. Ad Blindness
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31. Data is often used very crudely.

32. Your logo here

33.  Interactivity – Click Here!
 Measurability – especially ROI calculations
 Targetability - Like never before.
 Flexibility – defining trait.
What defines Digital Marketing
from other forms of advertising?
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34. The birth of interactivity
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35. Your logo here
Douglas Rushkoff
- 'You don't click the remote to
change channels because you
are bored, but because you
are mad. Someone you don't
trust is attempting to make you
anxious.'
What makes you change channels?

36. Old broadcast model is broken
The consumer is in control; interruption just doesn't
work any more.
Brands that are not relevant will be ignored.
Brands need to create situations where people seek to
spend time with them.
Keywords: explore, learn, share, question and play.
Agencies create this time’.
By the end of 2007, the forecast is that 50% of all
media consumed shall be digital
Marketing 10 years ago – What is still true?
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37.  The consumer is no longer captive – they
are a constantly moving target. Escape from
ads is easy.
 Hence the use of data. With second
screening, linear narrative structure is
completely changed.
 Is narrative is more like a computer game.
What’s different? Smartphones.
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38. In the last 24 months this has happened.
• Smartphone penetration is now at 75%.
• Mobile and Tablet is the preferred way for new customers to
find out about new brands.
• People can begin a journey with you from anywhere.
• They are an accessible way to distribution tools for your ideas
and content.
• Smarthpones are Newspapers where people curate their own
news.
• Facebook and Twitter Own this space. 86% of our time mobile
time is spent via apps and not mobile web.

39.  If the ad before the video content was 6
seconds people watched the content.
 If it was 7 seconds people didn’t take a risk
on the content.
 They didn’t take the risk of bad content.
Fragments & Youtube Rule
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40. One of these models is very profitable for media agencies, one
isn’t.

41.  Goldsmiths Video Fragment
A small video advertising Case
Study
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42. How it was seeded

43. Top Level Results
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44. Levels of Engagement
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45. London Rib Voyages

46.  Video engagement can mean a hundred
different things: watching the ad, watching
part of it, starting the ad, clicking on the ad,
finishing the ad,
 Read more:
http://insights.wired.com/profiles/blogs/how-
to-measure-engagement-for-online-
video#ixzz3rp7G3RaV
Video Engagement
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48.  Email: goldenanorak@gmail.com
 Twitter: @goldenanorak
 Instagram: @goldenanorak
 Message Me.
Christopher Hogg
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