Programmatic Planning Before Buying
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Phil Sutcliffe, UK Board Director, Offer & Innovation, and Sunando Das, Head of Marketing Analytics and Data Science at TNS UK discuss, Programmatic planning before you buy: the key to better attribution and ROI, at the iMedia Data-Fuelled Marketing Summit, London, Feb 2016. http://www.imediadatasummit.co.uk/
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Programmatic Planning Before Buying
- 1. Programmatic planning before buying © TNS 2016 Programmatic planning before buying The key to better attribution and ROI
- 2. Programmatic planning before buying © TNS 2016 Growing relevance of programmatic planning? Programmatic: focus on technology Strategic planning before buying Why programmatic ad buying is (currently) problematic Time Technology evolution Remnant RTB DMPs/DSPs Direct video, native Cross-device 2
- 3. Programmatic planning before buying © TNS 2016 Strategic programmatic planning: multi-faceted Personalisation to brand DNA Data driven personalised creatives Beyond consumers to people Cross-media programmatic planning New horizons of digital media Media–Marketing to consumer of one Personalisation to attribution 3
- 4. Programmatic planning before buying © TNS 2016 Harnessing social media for personalised content/context strategy Personalisation to brand DNA and data-driven creatives Personalised content streaming to nano-segments informs programmatic strategy Data from a TNS self-funded case study in QSR category 19% Surprised with happy b’day song and cake @nandos. Singing happy b’day like mental in nandos. Celebrating the arrival of new MF member – Rob – with a great traditional welcome meal @gbkburgers – amazing service today. Warm and fun-filled. 12% Data driven personalisation creatives Personalisation to brand DNA Stimulation segment Nano-segments to target 4
- 5. Programmatic planning before buying © TNS 2016 New opportunities Uncover broader partnership/ sponsorship opportunities Promotion SALE Events Novelty factor NEW Beyond consumers to people Activating new brand experiences Beyond consumers to people 5
- 6. Programmatic planning before buying © TNS 2016 Cross-media programmatic planning Harnessing mobile micro-moments to drive ad clickability Today Outcome 3% Shoe ad clickability 60% Shoe ad clickability Tomorrow DeviceWho Interest areas Day, time Situation Location Define micro-moments Source: Kantar Mobile behavioural panel. 12,000+ respondents over 14-month data Cross-media programmatic planning 6
- 7. Programmatic planning before buying © TNS 2016 New horizons of programmatic media e.g. utility bills as a media of the future Similar households Energy consumed by washing machine 24% 3% Washing mode % % Results Personalised messaging to drive behavioural change Economy Cotton 100 4060 New horizons of digital media 8
- 8. Programmatic planning before buying © TNS 2016 New marketing applications Existing applications (better delivery) Today New horizons of programmatic media Media–Marketing to consumer of one Today Tomorrow Media–Marketing to consumer of one 9
- 9. Programmatic planning before buying © TNS 2016 Strategic programmatic planning: multi-faceted Personalisation to brand DNA Data driven personalised creatives Beyond consumers to people Cross-media programmatic planning New horizons of digital media Media–Marketing to consumer of one Personalisation to attribution 3
- 10. Programmatic planning before buying © TNS 2016 Mathematical – modelled Conventional route: Technological – measured New route: These change the paradigm of attribution Personalisation or mix modelling for attribution Personalisation to attribution Format Channel Moment Device 10
- 11. Programmatic planning before buying © TNS 2016 But, can we scale strategic planning to buying? Is it applicable across categories? How do we ensure omni-channel harmonisation? But does it work – will this drive impact? 12
- 12. Programmatic planning before buying © TNS 2016 Programmatic to drive penetration and loyalty Steady Loyalty Increase spend New users Opportunity 1.7% Decreased spend Defections Penetration 13
- 13. Programmatic planning before buying © TNS 2016 With impressive results 514% Lift in site sales 15% Lift in sales 14
- 14. Programmatic planning before buying © TNS 2016 Success driven by more targeted creative Acquire new users Build current users Loyalty Penetration Address the leaky bucket 15
- 15. Programmatic planning before buying © TNS 2016 Brand IQ drives growth Omni-channel alignment around a strong personality drives irresistibility… and success Brand usage Brand IQ Potential irresistibility Irresistible advantage Brand personality Blogs News 16
- 16. Programmatic planning before buying © TNS 2016 Using a brand personality framework as a touchpoint lens Planning tools can help drive alignment News sites ! Fun-loving Carefree Friendly Approachable Caring Sensitive Focused Competent Dynamic Independent Strong-willed Powerful 17
- 17. Programmatic planning before buying © TNS 2016 Audi perfection at every layer and in every medium Website 18
- 18. Programmatic planning before buying © TNS 2016 Strategic planning Multi-faceted: driven by brand objectives AdTech Buying Projection Technology to automate Programmatic strategy then programmatic buying = precision marketing 19
- 19. Programmatic planning before buying © TNS 2016 19 Thank you Sunando Das Head of Marketing Analytics & Data Science sunando.das@tnsglobal.com Phil Sutcliffe Director, Offer & Innovation philip.sutcliffe@tnsglobal.com
Notas do Editor
- 1
- Voice over: Most programmatic currently based on demographic proxies or online behaviour. Our approach uses research to identify those disposed to buying more of the brand Capturing people at the right stage of the funnel – aware, consider, likely to purchase
- Creative will differ Channels will differ Each require a need for tailoring but for success its really important that all touchpoints are informed by the brand purpose and meaning And this isn’t just theory. We measure how well and consistently brands deliver a clear emotive brand personality with what we call the IQ or Irresistibility Quotient. And time after time, we see that those brands that achieve that consistency across touchpoints are more successful.
- Sometimes, however, there is a need to add a bit of research discipline as well. A way that we find very helpful with a number of clients is to apply a personality framework to their brand and use it as a lens to inform all touchpoint activity. Here we see a brand whose customer service, retail environment and TVC are well aligned with the brand positioning but whose Digital experience is misaligned
- An understanding of where a brand is positioned on this framework and the emotive personality that requires can be used to inform all brand execution activities across touchpoints Audi is a brand that does this well – it delivers a strong emotive promise of competence and precision. It’s an intelligent brand for those in the know, who care about small details and perfect performance. None of this linkage is lost across the different environments from showrooms to TV advertising and to the digital world. A great example of how their digital touchpoints demonstrate this, is the copy on this Instagram post It reads “When you go 0-60 in 4.2 seconds, people tend to ignore the little design details. Fortunately, our designers didn’t.”
- Reference amongst other things the TNS/Xasis Auto segmentation study – 191919 Finding people in states of mind as regards the category which makes them open to marketing activity Together with targeting the emotional needstates with the most potential.
- Reference amongst other things the TNS/Xasis Auto segmentation study – 202020 Finding people in states of mind as regards the category which makes them open to marketing activity Together with targeting the emotional needstates with the most potential.