Gary Milner, Director of Global Digital Marketing Strategy at Lenovo, discusses using real-time bidding (RTB) to unify Lenovo's brand. He argues that RTB can help reduce wasted media spending, drive creative efficiencies through testing, provide immediate scale with transparency and brand safety, and allow Lenovo to respond quickly to changes. Milner provides examples showing how RTB can lower campaign costs and dynamically optimize ads to improve metrics like completion rates and shares.
1. Unifying The Brand With RTB
Gary Milner
Director, Global Digital Marketing Strategy
Lenovo
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STRANGER IN A STRANGE LAND
Alan Partridge
Geordie accent problems - YouTube
4. 4
Life Philosophy And Digital
“ We overestimate the potential of
technology in the short term,
underestimate in the long term”
“Value is in the eye of the beholder”
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A $34B global
personal technology company
with 30,000 people and
customers in 160+ countries.
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A Global Matrixed Organization
2013 LENOVO
CHINA
AMERICAS
ASIAPACIFIC
EMEA
THINK
BUSINESS GROUP
LENOVO
BUSINESS GROUP
GLOBAL OPERATIONS
CUSTOMER-DRIVEN
FRONTEND
INTEGRATED
BACKEND
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A View of Media and Digital Myths
A View Of How Digital Media Is Bought And Will Be Bought
Content Marketing, Platforms And RTB
Strategy On Brand Media Measurement And Investment
Benefits To Lenovo With Examples
TODAY’S TALKING POINTS
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MEDIA - THE BUSINESS OF WASTE MANAGEMENT
For every 100 Display/Video Impressions there are
– Up to 3 clicks (3%)
– Cost variation w video (1c a view to 25c a view)
– Up to 2% engagement in the content
– Up to 80% of people watch a whole video ad
For Every Search keyword there are
– No wasted impressions (they are free)
– At best 5% will click on the ad
For every TV ad
– 40% will dvr it and skip the ad
– 40%+ will pick up a second screen during the ad
Social
– 1 in 6 will see a social posting
– Up to 5% will engage and share in the content
Seen
Not
Seen
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MYTH 1 REALITY
NO REACH
How do you reach the right
Audience at the right time
Efficiently with the right
creative?
37BAccess 37+ billion
Impressions daily
40+Buy inventory
From 40+ countries
Multiple
Devices
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MYTH 4 – Premium vs Long Tail REALITY – “Eye of the beholder”
Which is Premium and Why?
“Premium is not site size or safety it is site value to consumer “
15. 15 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
MEDIA, THE OLD WAY
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REMEMBER THIS?
How do you reach the right
Audience at the right time
Efficiently with right creative?
Global Pop = 7bn
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HISTORY REPEATS – MASSIVE INVENTORY DRIVES AUTOMATION
Unified cross payment system designed to replace
merchant by merchant systems
The entire end-to-end task of looking for a flight,
reserving a seat and then writing up the ticket could
take up to three hours in some cases, and 90
minutes on average.
At first, it was merely a computer bulletin
board system and did not actually connect buyers
and sellers
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Marketing – The New Way Marketing – The Old Way
“The new marketing landscape is about
earning ownership of the experiences
where your products are used and
brands are shaped…”CONTENT MARKETING”
“Impression Marketing Increasingly Ineffective”
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High
Volume
System Buy
Variety of
Media
In real Time
Globally
Dynamically
Adjusted
Based On
Results
Multi device
PREMIUM MEDIA- OLD WAY
Value Should Be Beyond The Impression …
LENOVO NEW WAY – PLATFORM DRIVEN
PLATFORM
BUYING +
MEASUREMENT
STANDARD
METRICS
Buy
Audience
Dynamically
Amplify Premium
Content On Platforms
Premium Buying Should Be
- Metrics Driven
- Contextual (Tech)
- Program Based
(content/contests/social)
NOT SITE BASED
LENOVO BRAND MARKETING INVESTMENT– DATA DRIVEN
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High
Volume
System Buy
Variety of
Media
In real Time
Globally
Dynamically
Adjusted
Based On
Results
Multi device
PREMIUM MEDIA- OLD WAY
Value Should Be Beyond The Impression …
LENOVO NEW WAY – DATA DRIVEN
PLATFORM
BUYING +
MEASUREMENT
STANDARD
METRICS
Completion Rates
Brand Consideration Lift
CTR
CPV
Move Investment in Media and Creative by Metrics
Buy
Audience
Dynamically
“VIDEO EXAMPLE”
LENOVO BRAND MARKETING INVESTMENT– DATA DRIVEN
Amplify Premium
Content On
Platforms
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PLATFORM STRATEGY BENEFITS ……
Country
Agencies
Geo Marketing
Business Unit
WW Advertising
Digital COE
ALIGN THE ORGANIZATION
REDUCES MEDIA WASTE THROUGH METRICS
DRIVES CREATIVE EFFICIENCIES - TESTING
IMMEDIATE SCALE WITH TRANSPARENCY AND BRAND SAFETY
RESPOND TO RAPID CHANGE
STANDARD
METRICS
(Video)
Completion
Rate
Brand
Consideration
Lift
CPV
CTR
PLATFORM
BUYING +
MEASUREMENT
Supports
Search / Social
Display / Video
High Volume
System Buy
Variety of Media
In real Time
Globally
Dynamically
Adjusted Based
On Results
Multi device
LENOVO NEW WAY – DATA DRIVEN
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CAMPAIGN EXAMPLE – COST REDUCTION
YOGA Q3 LAUNCH vs Q4 TEST
• PLATFORM COSTS 7-10X LOWER
THAN INITIAL LAUNCH COST ON CPV
• SAME AUDIENCE TARGET
• HIGHER COMPLETION RATE >80%
• ACHIEVED 70% BELOW CONTRACT
COST
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EXAMPLE - DYNAMICALLY OPTIMIZE TO SHARES
RESULTS
For every one view there was 1 share
For every view there were 2 shares
1. Campaign
100% EFFICIENCY IMPROVEMENT
IN MOVING WEIGHTING
2. Product Video
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DYNAMIC OPTIMIZATION TO VIEW TIMES
Mass Media
60% of
Impressions
40%
Completion
Rate
Tech Media
40% of
Impressions
80%+
Completion
Rate
Product Video
Dynamic
Remix
To
Tech
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Video, Search and Social Advertising
Are Key Growth Areas For Online $
Complexity increasing
– Media Outlets, Ad types, Volume of
placements, Devices, Data Complexity
Creativity Online at New Levels
– Stellar Ad Units
Millenial Audience that Engages
Need To Amplify Successful content
The Time is Right For Brand Drive Programmatic Marketing.
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Programmatic buying and real-time bidding will account for about 25% of all online
video ad spend in 2014, according to a new report released by Forrester and
commissioned by SpotXchange, a global ad marketplace.
Real-time bidding more then doubled from 2011 to 2012, representing the fastest
growing segment of the online video business, Forrester says. The sector is slated
to grow more than 70% this year.
DATA