ana villegas dell
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The document discusses Dell's evolution from traditional to digital marketing approaches, including programmatic advertising. It outlines threats like too many KPIs, targeting the right audience, proving ROI, and ad fraud. Dell addressed these threats by implementing brand safe and viewable programmatic advertising through a data management platform, demand side platform, and dynamic content optimization technology. This enabled Dell to increase media budgets and marketing KPI buy-in, achieve agile and growing programmatic marketing, and realize significant cost savings and revenue increases compared to industry benchmarks.
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ana villegas dell
- 1. Programmatic Threats and Opportunities Ana Villegas Marketing Director, Dell EMC @anavillegas Dell Inc. © 2017. All rights reserved
- 2. Dell - Internal Use - Confidentialof 92 From Traditional marketing to Next Gen – an evolution through time Our Digital Journey Traditional Marketing Events Sales enablement Out of Home Print Digital traditional approaches Search Social Media Digital radio Webinars Content Syndication Key publications Digital new approaches Tele nurturing Intent Predictive score Rich Media units Cross device Programmatic – Third party Native content syndication Audience profile Retargeting Vendor with our DMP Video, Mobile Programmatic – In House DMP (Data Management Platform) DSP (Demand Side Platform) DCO (Dynamic Content Optimization) DMP DSP DCO
- 3. Dell - Internal Use - Confidentialof 93 From Traditional marketing to Next Gen – an evolution through time Our Digital Journey Traditional Marketing Events Sales enablement Out of Home Print Digital traditional approaches Search Social Media Digital radio Webinars Content Syndication Key publications Digital new approaches Tele nurturing Intent Predictive score Rich Media units Cross device Programmatic – Third party Native content syndication Audience profile Retargeting Vendor with our DMP Video, Mobile Programmatic – In House DMP (Data Management Platform) DSP (Demand Side Platform) DCO (Dynamic Content Optimization) Broad Banners Print 2010
- 4. Dell - Internal Use - Confidentialof 94 From Traditional marketing to Next Gen – an evolution through time Our Digital Journey Traditional Marketing Events Sales enablement Out of Home Print Digital traditional approaches Search Social Media Digital radio Webinars Content Syndication Key publications Digital new approaches Tele nurturing Intent Predictive score Rich Media units Cross device Programmatic – Third party Native content syndication Audience profile Retargeting Vendor with our DMP Video, Mobile Programmatic – In House DMP (Data Management Platform) DSP (Demand Side Platform) DCO (Dynamic Content Optimization) ABM Programmatic Omni-channel 2017
- 5. of Y Internal Use - Confidential 5 The threats we encountered Pain Points • Too many KPIs • The right audience • ROI • Fraud • Show value to the stakeholders • Protect the brand 5 of 9
- 6. of Y Internal Use - Confidential 6 And how we are eliminating them Resolution • Ad Fraud – Brand Safe, In GEO, Viewability, fraud free • Evolve KPIs – High Value Engagement Pain Points • Too many KPIs • The right Audience • ROI • Fraud • Show Value to the stakeholders • Protect the Brand 6 of 9
- 7. of Y Internal Use - Confidential 7 Which has enabled • Increase media budget • Buy in of marketing KPIs • Agile marketing • Programmatic growth • Audience growth • Shorter planning cycle Ad Fraud 6X savings HVE +50% reduction ROI 25X revenue Ad Fraud -20% vs industry 7 of 9
- 8. Key Takeaways Customer Guides conversation, content across the journey, nurture Investment Will grow, and ROI will too! People Skills evolution, Learn, Investment, Cross functional Technology Fragmented. Best in Market, Systems Integration KPIs .Align, Less is More, HVE, ROI Timeline Quick impact on fraud metrics, campaign growth through time 8 of 9
Notes de l'éditeur
- How Dell Manages Threats And Opportunities The advancement of technologies that enable automated media buying also leave brands vulnerable to threats like fraud and bots, not to mention the dreaded ad blockers. Hear from Dell about the impact of adding extra security and oversight means for the overall planning cycle. Agenda: Programmatic
- KPIs - less is more Solution – Brand Safe, In GEO, Viewability, fraud free Quality – High Value Engagement One integrated plan