Digital: Future insight by DCA
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Programmatic insight for Digital Agency Forum China 2016
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Digital: Future insight by DCA
- 1. Data-Centric Future of Advertising Mikhail Berlizev Managing Director DCA(Data-Centric Alliance) Unite DigitalIdentity
- 2. A Russian company specializing in Big Data, heavily loaded systems and Programmatic Advertising. Having one of the largest arrays of anonymous data, DCA develops and delivers a lineup of software products providing various up-to-date marketing solutions.
- 3. Personal Internet Identity Up to 10 cookies per person Several mobile IDs IPTV/OTT and SmartTV IDs Mobile Number…up to 2 Emails…. More than 3 1. 2. 3. 4. 5.
- 4. It is time to stop thinking channels and realize it is all abouta person.
- 5. DCA designed IntegratedUser Profile (IUP) to unite digital identity { • Cookies fingerprint • Mobile ID • Household ID • IPTV ID or OTT ID • Smart TV ID }
- 6. Less “noise”, more attention
- 7. Accuracyof the IntegratedUser Profileis ameterofecosystem DCA Tech platform CSS Metric service TV channels Offline loyalty program
- 8. From device to impression Awareness Performance TEXT GRAPHIC S AUDIO VIDEO
- 9. Social Add Teaser Add Native Add Chat-bot Targeting to audience >2% High CPM High conversion rate Mobile Web Indoor & outdoor Targeting to audience >5% Medium to low CPM Medium conversion rate Under construction Mobile Web TV (Smart TV, IPTV, OTT) Targeting to audience >10% Low CPV Low conversion rate TEXT GRAPHIC S AUDIO VIDEO
- 10. Real time Statistics Enabling inventory in broadcasting channels 1 2 Programmatic TV: TV SSP Video add 15s Targeting video Ads Flag 🚩 30 sec
- 11. Dynamic creative/content The better you know a person, the more useful things you can tell him Dynamic content IUP Driven conversions
- 12. Taxonomy Demographics Interests Auto Travelling Food & restaurants Sport TV Music Lifestyle Subculture Entertainment Technology Sex Age Marital status Education Employment Profess. interests Income Intentions Car Finance Ensurance Realty Vacation plans Geography Geo Supergeo (up to 35m)
- 13. Dynamic audience Predictions: • CPC • Post Click • Target Action Look-alike
- 14. Brand Safety Whitelist/Blacklist Antifraud & Bot detection
- 15. Thank you! Mikhail Berlizev Managing Director DCA(Data-Centric Alliance) RED HERRING AWARD 2016
Notas do Editor
- Originally we are Data company with strong focus on programmatic advertising technology, and it’s not only because 80% of the money comes form advertising market, it because we believe what we are capable to create smart enough robots to automate marketing and advertising We glad to share with you our view of the future and start to work in Chana form this summer. I promise to you not use shortening like RTB, DMP, DSP, SSP, and cetera … If I will do it I will bay drinks for you all
- Mobile is overtaking desktop, social is beating search, on-demand is undercutting TV, messaging apps are challenging email, and everything around us is becoming connected.
- As we designed Integrated User Profile, and all the date is centric around this profile One user profile can be consist of the several Cookies Fingerprint….
- So by this we are deliver to the person one clear communication using different format
- Integrated profile it’s not easy thing, and after many attempts to do it solo we realize that it not possible. And we create the platform, which we can share this out partners - Communication service provider Metrics service Loyalty program TV channels
- As already Ann Wang mentioned, the process of customer discussion is always the same - from attention and communication (and the best format here is video) - to interest (as we discovery on this stage the most relevant format graphics) - and finally purchased, what drive by text format. Going from awareness to performance (from video format to text) is best way to drive the interest of the customers and finally achieve the result – sales And the last format is audio. In pre digital era it was important channel, but now it a little bit out of focus, but may be in the nearest future it will change.
- Lets go a little bit deeper of the format details Video can be run on different devices … For the most accurate result the audience can be no less then 10% of the total avalible audience Graphics is can be banners or animated baners in full screen or an usual place, the same as video format it can be vieved on Mobile, Desktop, or even indoor or outdoor adv Text as other typecan be also on different type - .... Of course you can do only one format, but in many case it’s not posible achive best sales: if you to only text format, it posible to generate the first sales with low budget, but the sales will be not maximaze For the all format we provide cross type and device friqency And again Audio – we alredy communicate with out device by voice, and in the next step adverising will integrate to this communication
- Programmatic TV – TV it self it’s old way of communication with customers, that we are reinvent. OTT is overtaking TV, but for many years from now broadcasting TV will be dominant. With CSS and TV cannels we build the platform that can deliver personal advertising to user TV screen. The principle scheme is look like this. Sorry for Russian, but I hope the main things is clear. Channels mark the adv by special flag, that appear in broadcasting before 30sec of it. After that on CSS side by TV adopted (!!!) RTB technology, system found the most well targeting advertising video with higher price and deliver it to user STB This ecosystem is already in place in Russia, and it’s include major CSS and TV Channels
- And of course across all the type of digital format we support the dynamic creative and landings It can be various based on Weather Or Traffic condition Or Previous type of adv viewed For examples if its rain or temperature is going down more then 5c and Traffic condition is not more the 7 from 10 – its good to promote taxi service, but if traffic is more then 8 – its time of online cinema theater
- It’s high level Taxonomy, Inside one box ten to 100 subbox with interest Thanks to ecosystem, we can provide super GEO with accuracy up to 35 m )
- If standard taxonomy is not enough the system can use Prediction by CPC or Post Click parameters or Other target action, like calls back or feedback form. And of course system can build look-alike segment form audience, that performed
- Whitelist – is always about size of audience on the that sites, but advertiser or agency can thought self-service inventory book manage the list and size of audience Antifraud so effective, that some agency client ask to switch it off ))