5. 71% 73% 74%
THE BRAND’S PARADOX:
DISCONNECTION BECOMES THE “NEW NORMAL”
IN AN INCREASINGLY CONNECTED WORLD
2011
2013 2015
+ 50,000 People
+ 300 Brands
15 markets
+ 130,000 People
+ 700 Brands
23 markets
+ 300,000 People
+ 1000 Brands
34 markets
%
of brands people
would not care if
they disappeared
7. 71% 73% 74%
INCREASING PRESSURE FOR ALL MARKETING
TO BE PERFORMANCE MARKETING
2011
2013 2015
~ 60% of spend
shifting to
“performance”
demanding a more
fluid model of buying
and creativity.
8. 71% 73% 74%
SIX THREATS TO THE AD AGENCY MODEL (AND BRANDS)
2011
2013 2015
CONTENT
CREATORS SPEED ROBOTS
PROCUREMENT EGO TRADITIONS
10. EMERGING TECH & ADVERTISING KPI
10
Emerging
Tech
Com
KPI
Pre-Digital
Reach
Freq.
Affinity
Web 1.0
WWW
CPM
CPC
CPA
User
Interaction
Age
Social
Mobile
Local
Engage
Data +
Content
Age
Programatic
x
Native
Omni
Channel
Convert
Phygital &
A.I. Age
IOT
A.R.
A.I.
Real Life
Integration
16. 16
M E R C I
16
« Choose for the other one, nothing else »
17. A MODEL BEYOND SIMPLE TARGETING
17
Extended sociodemo and lifestyle
selection criteria
Proven selection based on a
customer segmentation and look-a-
like scoring
Show different messages to
prospects, loyal clients, new clients,…
MULTI-CHANNEL retargeting (e-mail, direct mail, social)
Direct link to the advertisers CRM
18. 18
Display
Paid Social
Mix formats
Google
Prospection
3rd party data
Amazon
Search
Gmail
Twitter
Facebook
RON
Contextual
Landing
Page
Facebook:
Look-a-like
Facebook:
Custom Audience
Retargeting
Look-a-like
Target: Nespresso Intentionalist
• Awareness +175%
• Consideration +240%
• Penetration on target +195%
handing out
55.000 packs
OP P
20. KNOWLEDGE OF
CATCHMENT AREAS
Definition of the optimum
catchment zone for each
store/mall
Analyze ways of living and
buying. Study information
touchpoints
KNOWLEDGE
OF CUSTOMERS
KNOWLEDGE OF
OOH OFFER
Define local media efficiency
powered by data