How big data will revolutionize digital advertising by Wakoopa - ArabNet Digital Summit 2014
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Speaker: Piet Hein van Dam, CEO of Wakoopa Big data revolutionizing online advertising http://wakoopa.pr.co/78425-big-data-revolutionizing-online-advertising
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How big data will revolutionize digital advertising by Wakoopa - ArabNet Digital Summit 2014
- 1. Piet Hein van Dam, PhD CEO of Wakoopa, Amsterdam @pietheinvandam piethein@wakoopa.com How big data will revolu6onize digital adver6sing
- 3. “Advertising is based on one thing: happiness. And you know what happiness is? Happiness is the smell of a new car.”
- 4. “What you call love was invented by guys like me... to sell nylons.”
- 7. From gut feel to evidence You think you are expert, but 80% of the Cme you are wrong. That is what makes big data beauCful: they tell the true story, and they tell you -‐ out of the 10 ideas you generate – what are the 2 that could work. Wouter de Bie, team lead big data at Spo3fy (24 million users, 6 million paid)
- 12. Adcontrarian.com
- 14. Brands use 3 types of media to relate to consumers across all their devices Owned media (website, mobile site and apps) Paid media (search, banner and preroll adverCsing) Earned media (blogs, social media fans, likes etc)
- 15. Individuals’ digital footprints are extremely rich when measured single source across all devices
- 16. Individuals’ digital footprints are extremely rich when measured single source across all devices
- 17. Wakoopa engages with par6cipants to anonymously exchange their digital footprints
- 19. Case example: Club Movistar Chile Entertainment during the summer
- 20. Two methods: clicks and meters + + + Clicks Meters
- 21. Let’s compare results!! Click Through Rate = # visits on landingpage # impressions CTR = 0.24 % CTR = 1.4 %
- 22. Did the campaign reach its objec6ves? Brand awareness Target audience Campaign positioning The clips had high recall (47%) and high association with Movistar (86%). The tag-line “el verano…” had low association with Movistar (37%) Highest recall and association in age group 14-24 (63% and 92%) and 25-34 (48% and 87%). Only 30% reached exiting Movistar customers, 70% was waste. However, CTR was more than twice as high with Movistar customers.
- 25. Manifesta6on Harmony Security Vitality Brand strategy segmenta6on model
- 26. Predic6ve algorithms RTB Digital footprints Predic6ve algorithms to make RTB more effec6ve