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OMCollective - Inspiratiesessies - Google Doubleclick - Jo Delannoy (Google Belgium)

Google doubleclick

OMCollective - Inspiratiesessies - Google Doubleclick - Jo Delannoy (Google Belgium)

  1. 1. Better Together
  2. 2. • Doubleclick within Google • Programmatic marketing • Today’s challenge • How to make it work Agenda
  3. 3. Media Buying Solutions ❏ MBS (Media Buying Solutions) is a division of Google that delivers media agnostic advertising solutions to media buyers (advertisers and agencies). These solutions are branded DoubleClick ❏ We provide a technology layer (DoubleClick digital marketing) that provides cross channel, cross device advertising technology ❏ DoubleClick enables advertisers and agencies to effectively and efficiently utilize online (paid) media ❏ DoubleClick evolved from a one product offering in 2007 (DFA) to the only global provider of one unified platform for your online advertising activities
  4. 4. What key Q’s do we see across large advertisers? 1. Am I allocating the correct budgets to the relevant (online) marketing channels to achieve the optimal result? 1. Do I have full transparency of my online media spend? 1. Am I leveraging my data to increase my performance and am I doing this cross label/cross proposition? 1. How efficient is my online marketing execution cross device, cross channel, cross brand ? 1. Am I leveraging and/or protecting my brand effectively?
  5. 5. V Huge amounts of digital media space1
  6. 6. Explosion of connected devices2
  7. 7. 3
  8. 8. LOCATION SEARCH DEVICE AGE INTEREST GENDER Abundance of audience signals3
  9. 9. Every digital interaction with your brand is a chance to learn and respond in a better way. “
  10. 10. V + D + A + ?= programmatic marketing
  11. 11. Advertising technology 4
  12. 12. Using technology and audience insights to automatically buy and run a campaign in real time [proh-gruh-mat-ik]
  13. 13. Programmatic marketing = Programmatic buying = The ability to buy the best ‘advertising space’ as efficient as possible based on all available data points Programmatic marketing: real time @ scale Programmatic creative = The ability to create and serve the optimal creative based on all available data points
  14. 14. Right Person Right Time Right Message
  15. 15. Google Confidential How to find the right user?
  16. 16. “Just Add Behaviours” Demographics Demos + Context Context + Behaviours BehavioursDemographics Demos + Context Context
  17. 17. Reach consumers wherever they are in their Path To Purchase Loyalty Awareness Consideration Purchase Evaluation Leverage your CLIENT DATA and split your offers between existing and new customers and their historic behavior (cross- and up sell); Leverage rich Google proprietary data; Affinity- & In-market segments, Similar Audiences; Leverage 3rd PARTY DATA; Social interactions; re engage based on social interactions (Youtube) Leverage DEMOGRAPHICS and customize offers to the user’s gender, income, location, distance to store etc; Use CONTEXTUAL information Use PRODUCT LEVEL details to create offers based actual viewed content on your side; Leverage previous SEARCH details to create more relevant messaging and propositions.
  18. 18. Google Confidential Buy across all available exchanges 1M+ of publishers 100M+ of ad impressions per week Display - video - mobile
  19. 19. Open auction publisher advertisers Private auctions publisher Preferred deals publisher advertiser Programmatic reservations publisher advertiser advertisers Several ways of programmatic buying RTB / Programmatic Higher Priority/ Programmatic Direct
  20. 20. Brand Performance Yesterday Tomorrow Programmatic Open, Direct, Reservation Traditional Ad Serving Programmatic Traditional Ad Serving Upper Funnel Lower Funnel
  21. 21. Programmatic Direct Market Projection Programmatic Direct 50%of Programmatic Revenue by 2017 RTB in the US and WW, IDC, October 2013
  22. 22. Don’t forget your creative!
  23. 23. An ad in front of the right person at the right time is not enough
  24. 24. Plan ● Geo-Triggered Messaging ● A/B testing and Creating Optimization ● Audience triggered messaging ● Publisher triggered messaging ● Search to Display remarketing ● Product level remarketing Leverage data signals to populate your creative’s content and optimise your creative on the fly. Awareness Consideration Purchase Dynamic creatives with Doubleclick
  25. 25. Today’s challenge
  26. 26. The constantly connected consumer... and the complicated, constantly changing customer journey 38% of all customer journeys involve more than one channel of interaction 90% of people switch between screens to complete tasks 56% say tailored experiences can convince them to switch brands Sources: Google, The New Multi-Screen World Research, 2012; McKinsey & Co, 2013
  27. 27. “There’s a platform for that.”
  28. 28. How can marketers break through fragmentation and focus on the customer? Marketers & agencies use an average of 4.9 platforms to execute a single campaign Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013
  29. 29. Situation today
  30. 30. This is a breeding ground for challenges Fragmented Insights Performance Obstacles Inefficiencies “We have multiple teams pulling multiple reports from multiple sources. Then we have another team consolidating the information into something we can actually use.” Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013
  31. 31. Fragmented Insights Performance Obstacles Inefficiencies Only about 1/3 of CMOs consider marketing analytics an important driver towards their company's performance Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013
  32. 32. Fragmented Insights Performance Obstacles Inefficiencies 44% of advertisers & agencies say managing campaigns across multiple formats is the most significant digital marketing challenge they face Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013
  33. 33. Where you want to be
  34. 34. How? Unification with DoubleClick
  35. 35. formats screens channelsAcross tags audience listscreatives Shared DoubleClick Data Platform Google Analytics Premium DFP 3rd Party DMP CRM data Adwords - YouTube Create Buy Display & video Buy Search Manage, measure &report
  36. 36. More efficiency Better insights Better performance Advantages of this unified approach
  37. 37. Single point of access increases campaign efficiencies up to 33% Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013 Source: Adding Data, Boosting Impact; Boston Consulting Group commissioned by Google, September 2014 A unified platform leads to increased efficiency and better performance More efficiency
  38. 38. Operational efficiencies gained across key resource activities -16% -10% +26% Source: BCG, Cutting Complexity, Adding Value, May 2013; Assumes following share of time: 50% Reporting, 30% Trafficking, 20% Optimizing
  39. 39. What to do with all of that time? Reallocate time savings to high value activities • Strategy • Analysis • Creativity
  40. 40. Single point of access increases campaign efficiencies up to 33% Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013 Source: Adding Data, Boosting Impact; Boston Consulting Group commissioned by Google, September 2014 A unified platform leads to increased efficiency and better performance 32% average reduction in CPA Better performance
  41. 41. • Categories and keywords • Site-specific buys Scale Specificity • Remarketing from website • Third-party lists • Similar audiences • Video/search remarketing • Behavioral analytics Scale Specificity Scale Specificity 101 011 Source: BCG Analysis Advanced behavioral targeting Standard behavioral targetingSite-based targeting
  42. 42. Google Confidential Unified cross-channel customer data enables powerful retargeting campaigns shoes | Shoe sale Shoe sale 24% decrease in CPA with display remarketing from search ads FREE SHIPPING
  43. 43. Guide consumers further down the purchase funnel with Video remarketing Create audience lists based on YT channel behaviour and ad exposure Reach them at scale with a relevant ad across all connected exchanges
  44. 44. Similar audiences: you know your audience, now discover more of them
  45. 45. The results -- advertisers can improve performance through a unified stack Know your audience & delight them across screens Make better decisions with unified insights & attribution -10% Cost per click +7 Site Visits -28% Cost per view -32% Cost per action -12% Bounce Rate Source: BCG, Adding Data, Boost Impact, September 2014 Performance +30 Minutes Browsing
  46. 46. Thanks!

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