Presentación Adriano Henriques, Customer Intelligence VP, Wunderman Brazil
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Presentación de Adriano Henriques, Customer Intelligence VP, Wunderman Brazil en el Innovation Day Advanced Targeting
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Presentación Adriano Henriques, Customer Intelligence VP, Wunderman Brazil
- 2. Grupo Newcomm Strategy, creative, production & media Largest media buyer in Brazil Includes Y&R, Wunderman, VML, Energia & Ação 1st Media Trading Desk in Brazil Local, regional and global clients
- 4. Placement Buying x Audience Buying Content as a proxy for target Tradi&onal Buying Data defines target Audience Buying Less Waste Increased Value Placement Buying by packages Audience Buying at impression level
- 5. Placement Buying x Audience Buying Brand Direct response PlacementBuying AudienceBuying • Manual buying, site-‐by-‐site • Focus on deep relaAonships with small handful of publishers • Oriented to create non standard, rich, immersive brand experiences • Buyers are brand experience experts • PlaEorm-‐based, impression-‐by-‐impression • Focus on audiences targeted by behavior, demography and interests • Algorithmic opAmizaAon based on brand goals (reach/frequency, awareness, favorability) • Buyers are quanAtaAvely savvy and data-‐driven • Manual buying, site-‐by-‐site • Focus on high volume and low CPM packages • Labor-‐intensive opAmizaAon • Buyers are negoAaAon experts • PlaEorm-‐based, impression-‐by-‐impression • Focus on most responsive audiences • Algorithmic opAmizaAon based on direct response goals (Conversions, CPA, ROAS, MOAS) • Buyers are quanAtaAvely savvy and data-‐driven ® ®
- 6. This opportunity requires a change in the way we buy, manage, evaluate, and optimize digital media.
- 7. • Works as an agency’s internal center of excellence, supporAng clients wishing to tap into this new buying model • Manages programmaAc, bid-‐based media and audience buying direct from publishers and ad exchanges, eliminaAng intermediates such as ad networks • Operates a licensed demand-‐side plaEorms (DSP) and other audience buying technologies. Trading Desk
- 8. Data Collection In order to start with audience buying, we first need to collect available data about our targets, using both tag management and cookie matching techniques 3rd Party data • Data Vendors • Sydicated research 2nd Party Data • Ad server • Online Campaigns 1st Party Data • Web ProperAes • MarkeAng Databases • Proprietary Research Data defines target Audience Buying
- 9. Data Acquisition We already incorporated 3rd party vendors data and are ready to onboard new sources like online panels, surveys and offline databases. Interests & Intention Ad hoc research Demographics Lifestyle Multi-device Online behavior Consumer Panel Offline behavior Consumer Segments Data defines target Audience Buying
- 10. Data Vendors Advertiser Properties DSP / DMP display video mobile Consumer Publishers Behavior data Behavior data Data Management All captured data is anonymized and stored in the media buying platform (DSP) with data management capabilities (DMP) Clicks on Ads Offline Data Research ® Trading Desk
- 11. Audience Management Several actionable segments (audiences) are developed using distinct data sources WEB PROPERTIES GEOGRAPHIC CLICKS & SALES 3rd PARTY DATA ® Retargeting 5dd SP / SP MSN Woman 30-40 Beauty
- 12. To support the trading desk we use Dataxu, one of the best DPS/DMP technologies avaliable according to Forrester Reseach. Audience management Campaign Management Insights and Reports Inventory Management DSP / DMP Technology
- 13. Other Partners DESIGN TACTICAL PLANNING & BUYING • Custom buys • Programmatic buys • Search engine marketing • Audience Creation DIRECTION STRATEGY & CHANNEL PLANNING • Goal setting • Investment management • Channel role & mix • Audience Planning EVALUATE TRACKING / MONITORING • Campaign Analytics • Buzz metrics • Path to conversion • Audience Insights DELIVER MEDIA IMPLEMENTATION/ OPERATIONS • Adops • Tagging • Optimization • Audience management Portals Search Social Media Video Mobile Data Vendors Ad Exchanges Research Companies Analy&cs Providers Tag Genera&on & Deployment Other Tools Ad Servers / DCO Ad Networks DSPs / DMP
- 14. Audience (media) Buying Audiences are used to select targets for online campaigns and to calculate the right bid for each impression in real time media auctions display video mobile Publishers DSP / DMP Right price for each impression Ad / Private Exchange Right message Context Trading Desk
- 15. Media Buying Optimization Performance results are dinamically analized and budget is adjusted in order to reach performance goals 0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60% 0.70% 0.80% 0.90% 1.00% R$0 R$1,000 R$2,000 R$3,000 R$4,000 R$5,000 R$6,000 09:00 10:00 11:00 12:00 13:00 IndicadordePerformance Budget Retargeting 5dd SP / SP IDGNow! HH 18-40 Esporte
- 16. Seamless access to billions of exchange impressions on display, video, mobile and social media, reaching 90% of Brazilian internet audience; Inventory Management Plus access to premium inventory from local publishers; And intelligent decisioning for direct buys, both guaranteed and non- guaranteed. 60.889BN 710 MM337MM
- 17. Brand Safety Data Protec&on Four levels of brand safety including Ad Exchange filters, dynamic semantic black and white lists plus client specified lists All Personally Identifiable Information data is anonymized and can only be used from our domains No data sharing among clients, exclusive environment available. PII Protec&on Brand and Data Safety
- 18. Media insights Learning on consideration period, retargeting modeling, optimal frequency and more
- 19. Media insights: Example Telco: Modem campaign Campaign performs better during weekends Peak response rate is reached at 36 impressions 81% of retargeting actions occur within 2.0 days 90% actions completed within 3.9 days
- 20. Consumer Insights Top and bottom performing audience profiles in terms of the 3rd party data segments
- 21. Consumer insights: Example Telco: SVA Campaign Potential target: executives ultra connected More responsive target: Parents with kids
- 22. Consumer insights: Example Telco: Device Campaign Less responsive target: Soccer moms More responsive target: Trendy homemakers
- 23. Consumer insights: Example Areas of interest for Small Business visitors can be used to select the right context to placement buys Gourmet PersonalFinances Telephone LuxuryCars Apple Outside TrackField Cellphone Management Cars HomeBuilding Vehicles CrimePages FurnitureDecor TravelTourism Peripherals Menswear Gifts Combat Motoring EconomyFinance Wedding Tablet Relationship Industry RealEstateMarket Gadgets MBA 0.15% 0.20% 0.25% 0.30% 0.35% 0.40% 0.45% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% Affinity Penetration SMB Vistors x Navegg Interests
- 24. So how you could benefit from Audience Buying?
- 25. Audience Buying Benefits Gain efficiency, scale and intelligence Focus on the target segments for each brand Manage reach and frequency across publishers More Performance Minimize dispersion Reduce waste
- 26. Leverage proper&es Customer Intelligence Leverage existing campaigns and digital properties by retargeting consumers across multiple channels Optimize budget based on results (site visits, engagement, awareness, favorability, purchase intention) Generate insights about cross category customer behavior Budget Op&miza&on Audience Buying Benefits
- 27. The game changer
- 28. Q/A
- 29. Thank You!