Using DataXu’s DX Brand offering, measure consumer sentiment in real-time and serve the right display OR video ad that gives you the highest brand benefit. You don’t have to decide before the buy how much media you should spend on display and video advertising. We will find the right impression, the right user and the right context across billions of display and video impressions – for the same campaign – and deliver your campaign to give you the best return on marketing spend.
Presenter: Mukund Ramachandran, gm, brand, DataXu
6. DX Brand Approach: Clinical Trial Approach
Rigorous test set-
up ensure valid
findings
Exposed group is
Aware served your ad while
Somewhat
Aware control groups sees
Unaware
a public service
Vote!
announcement
Both groups are
PSA
surveyed throughout
the campaign
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7. DX Brand: Real-Time Learning
Measure brand lift as campaign is running.
Learn which consumers are likely to be
influenced by your campaign.
Real-time decision the right ad.
Bid smart across RTB inventory.
Optimize in real-time.
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9. DX3 – Enterprise Digital Marketing Management
Platform
Inventory
Audience
Management
Management
~ Access to RTB
~ Access to
inventory across
20K+ data
Display, Video &
segments
Mobile
Insights and
Reporting Campaign
~ Deep Management
insights to ~ Manage
understand campaigns from a
what’s working single platform
11. Auto Case Study:
Raised awareness & favorability
Challenge:
Raise awareness & favorability for
the new engine for their flagship
truck
Reach:
28,800,000 consumers
Results:
9.4% lift in favorability
5.8% lift in awareness “The ability to run digital campaigns on
trusted media placements and prove real
incremental lift is a major break-through
for our clients”
-- John Gray, SVP of Interactive Media
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Introducing the DataXu platform We start by measuring consumer interaction with the campaign, including TOD, DOW, creatives, placements, etc. At the very beginning of a campaign, this is kicked off by a very small baseline flight. After that the system measures the behavior that results from each and every impression served during the campaign.Based on these measurements, the system learns what makes for an effective combination of consumer attributes, placement attributes, and creative.The system then decides what impressions and what price it should payFinally, the system buys the media and serves the ad—across mobile, video, and display.This cycle repeats thousands of times per second.
Proprietary Research from Human1.0 and the Society of New Communications Research (sponsored by DataXu)DX3 is the first to match Joanna’s description of the ideal DSPSingle, integrated, cross channel platform with DSP, DMP, AMP#1 ANSWER WAS LACK OF A SINGLE, CROSS-CHANNEL DIGITAL MARKET PLATFORM!
Title only, corner stream only
Speaking points:What is DX Brand – it’s an engine that leverages the best digital media has to offer in terms of reach, audience targeting, real-time spend and performance optimization to drive branding objectives like awareness, favorability and intent. DX Brand bring accountability through a true clinical-trial set up to demonstrate lift. DX brand replaces standard digital measures, like clicks and site actions, with a survey approach to evaluate the change in mindset. This approach allows DataXu’s best-in-class platform to optimize your branding campaigns in real to based on survey results – you don’t have to wait until your next campaign to install your learnings. This approach also generates rich insights, scalable beyond digital branding efforts