In Data We Trust
!
What’s New in Media, Analytics &
Digital Marketing Technology

What’s New: Overview
Top Apps from the Top Thinkers
Multiscreen unification
Omnichannel
Data Everywhere
Mobile Advancements
Real-time Bidding
Attribution
Digital Creative Advancements
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Top Apps
Reddit
News
Digest
Yahoo
Word
1
Pics
4
Then
That
(IFTTT)
This
If
Sit
or
Squat
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What’s Multiscreen Unification?
Ad Server Knows YOU own all of these
- Can and should limit the number of impressions across devices
- Sequence ads irrespective of which device it is seen on:
Version 1 on tablet -> Version 2 on iPhone -> Version 3 on Tablet -> Version 4 on laptop
- Determine which device delivers best results at each stage of the buying cycle
- “Fingerprinting” is the approach but vendors don’t like to call it that
- Unification done typically through awareness of login information and inference of
different patterns of activity
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What’s Omnichannel?
Digital Channels Addressable TV
Media Buys Can Run Across Online/Offline Channels
- Can target ONLINE people who watch certain TV Programs offline
- Can sequence ads irrespective of which device it is seen on
- Can target OFFLINE people who have clicked on banners or
who have bought or become leads ONLINE
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Data Everywhere
Data Types
“First Person Data” - Data provided to the ad servers from the advertiser itself
- Email addresses
- Cookie pools
- Website retargeting pixel data
!
“Third Person Data” - Data purchased and incorporated by merging
Behavioral Data Store Purchase Data
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What You Can Do With Data Today
Set Your Advertising Targets Precisely
(Display/Video/Streaming Audio)
- Your previous visitors (retargeting)
- Your current customers (Email addresses matched to find them online via banners)
- Geography: Nation, state, city, zip, radius around a single point, boundaries of a store
- Context: Ad to be shown next to an article with matching keywords
- Behavioral: Ads shown to people who have done certain things online (visited Expedia, etc.)
- Ownership: Ads shown to people known to own certain things (products/services)
- Intent: Ads shown where currently searching for something (product/travel/services, etc.)
- Lookalike: People who share similar data points as your customers are targeted
- Location: People who have visited certain places or stores (e.g. Starbucks)
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What You Can Do With Data Today
Mobile (tablet/smartphone)-specific targeting opportunities
- Installed apps - targeting based on what types of apps are installed on your phone
!
!
- “Lean back” vs. “lead forward” mode
- Lean back: Watching video
- Lean forward: Searching/researching
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What You Can Do With Data Today
Detect When An Action Has Occurred
The Era of Closed Loop Digital Marketing is HERE!
- Coupons redeemed (coupons.com, NewsAmerica.com, RetailMeNot.com vendors
can cross-reference media to the number of coupons redeemed for )
- Apps Opened, Used, etc.
- Visits to a store after ad exposure: Yes, we can now track when a user exposed to
advertising physically goes to a store
- Purchases at a store: We can now track when a user exposed to advertising buys
something at a store
!
WOW! CLOSED LOOP!! @$*#@#!
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Mobile Advancements
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Mobile Advancements
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Mobile Advancements
Device Usage and Media Consumption Statistics
- Average 1 hour per day on our mobile devices
- 20% of media consumption time
- 89% of time on mobile apps vs. mobile web
- 67% smartphone adoption in US
- Fraud prevalent across digital media: 30% bots plus 10% impressions out of geo means 40%
is not real inventory
!!
Milward Brown Study
Device usage by time of day:
- 147 minutes tv
- phones all day
- 103 laptop
- tablets dominate evening primetime (9-mid)
- 151 smartphones
- desktops during day
- 43 tablets
!
- New buzzword: “Phablets" (like the Galaxy Note; half phone half tablet)
- Ad filesize is very important in mobile:
- 4.3% CTR for small ad vs.
0.48% for large filesize ad (same visual ad but different filesize) just because it loads more
slowly
and people ignore it if it loads slowly
- Voice Recognition ads - can ask you and you can respond with the right type of ad
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Mobile Advancements
Powerful targeting of mobile audiences
- Integration of online AND offline data
- Ability to provide analytics to forecast lift results: Vendors know they need to provide
data to show show lift to get better buys
- CPC-based inventory rather than CPM (i.e. Opera)
- These location-based mobile vendors are tracking where you go, so they can tell
you (as a media and information partner) where your customer base also shops,
how much market share you have versus your competitors (offline, in-store)
- They can show that people exposed to location-based ads improve purchase intent
by 1300%
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Real-time Bidding
The Old Days
(18 months ago)
Today Near Future
% of Media
Purchased
100% old way 95% old way
5% Real-time Bidding
50% RTB
Purchase
Approach
Media buyers and
sellers discuss and
agree on a rate. All
impressions are viewed
as equal
Old way still dominates. But Real-time
Bidding means assigning a DIFFERENT
bid amount based on many rules
Media attribution systems
inform media buying systems
about how valuable each
impression is
Examples of
rules
Buyer willing to pay up
to $5 CPM for targeted
inventory, regardless of
which impression on a
site visit (1 or 15th)
Different impressions worth different
amounts. Buyers program the bids
according to what is known about the
person, their state of mind, context of
the impression, and whether it is the
first impression on the site or a later
impression
Huge advantage to companies
who adopt these RTB and
attribution systems earlier
rather than later
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Attribution
Attribution was once again a key topic.
- When a conversion occurs, which vendors, which impressions, which formats, which
devices get the credit?
- Growing realization among the media industry that Last Click isn’t going to work for
them
- Analytics profession has known how to do attribution for a long time but digital
marketing industry has had only recent adoption of the attribution discussion
- Proper way to determine who/what gets credit is to do control group studies to see
what impressions actually change the behavior and then weight this
- This is powerful but complex so most small companies won’t be doing this
- Instead, we must use more simple ways to measure the contribution of “early
impressions”
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Digital Creative Advancements
- Media vendors increasingly bundling free creative and free creative tools
into their buys
- There is a new vendor who creates dynamic video for retargeting
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David Shor, CEO
P r o v e
310-737-8600 x200
david@prove.it
Prove | 12910 Culver Blvd., Suite D, Los Angeles, CA 90066 | t 310-737-8600 | www.prove.it