DMA Digital Futures

Todays agenda
9.50 - Matt Smith - equimedia
How programmatic is transforming digital advertising
10.20 – Stephen Yeo – Panasonic
The next step in marketing evolution
10.50 - break & opportunity to network
11.10 - Claire Snook – Sixth Sense Social
Why Social Media is becoming critical for all businesses
11.40 - Darragh Daunt – Google
The important trends in marketing today
12.20 - Panel discussion
12.40 - Closing remarks

David Reed, Chairman
Editor - DataiQ
Welcome!

Matt Smith, equimedia
Media Planning Manager
@equimedia
How programmatic is
transforming digital advertising

How programmatic is
transforming digital advertising
Matt Smith
Media planning manager
#digitalfutures
@equimedia

Speed and adoption of growth
IAB Media Owner Sales Techniques 2014 Report

The benefits of programmatic
Customised audience targeting
Relevance
Efficiency
Reach and scale
Measurement and optimisation

The age of programmatic
Technology
PeopleData

“Programmatic is defined as the
harmonious relationship between human
insight, data and technology to serve
relevant ads to users as they move
between various channels and touch
points.”

Putting data at the
heart of it

Looking ahead:
the growing role of
programmatic

Cross-channel view of the
consumer

Programmatic is expanding
into other channels

Programmatic ad spend is on
the rise
IAB Media Owner Sales Techniques 2014 Report

Getting the balance right
Technology
PeopleData

Stephen Yeo, Panasonic
Marketing Director
The next step in marketing
evolution

34
The Next Step in Marketing Evolution
Bristol, 7th July 2015
Stephen Yeo, Marketing Director,
Panasonic System Communications Europe

35
Agenda
• Introduction
• A Brief History of Marketing
• The next evolutionary step
• What is Marketing Automation?
• How it can drive one-to-one conversations
• Example of results

36
Agenda
• Introduction

37
Panasonic Global Business
70% B2B in 2014-15
Appliances
company
AVC Networks
Company
Eco Solutions
Company
Automotive and
Industrial Systems
Company
Introducing Panasonic
Founded 1918
294K employees
$75B annual revenue
Over 15K products
Ranked #1 patent producer 2013

38
Marketing & sales companies
R&D and other companies
Manufacturing company
 Operates in more than 35 countries
 HQ in Wiesbaden, Germany and
Bracknell, UK
 Employs more than 10,000
people in Europe and CIS
 European Manufacturing and R&D
Panasonic in Europe

39
Bringing together 15 product ranges:
Multi-functional printers
SIP terminals
PBX telephone switches
Professional scanners
Security products
Access control
Cameramanager
Broadcast products
Industrial medical vision
Professional display
Projectors
Panaboard
Rugged mobile PC and tablets
Mobile printers
EPOS
Fire alarm
Panasonic System Communications

40
Agenda
• Introduction

41
The Evolution of Marketing
Feasible Audience Segmentation
MessageContent
StaticDynamic
Millions Thousands
Goal
Hundreds One

42
Economic and Technical feasibility – Wave 1
MessageContent
StaticDynamic
Millions Thousands Hundreds One

43
Then came the phone
and computers

44
MessageContent
StaticDynamic
One to Millions One to Thousands One to Hundreds One to One

46
MessageContent
StaticDynamic

47
Agenda
• Introduction

48
Why could we never
create a one-to-one
dialogue… that was
economic?

49
Alan Turing test
definition of intelligence: a
computer is intelligent if and only if
the test fails to distinguish it from a
human being.

50
Campaign-of-one test
definition of campaign-of-one:
a campaign-of-one is where a computer can
address a person with a campaign that makes that
person feel they are directly being spoken to about
their needs and that triggers response.
The only way to
make it economic
for 99% of cases

51
This is solved with
Marketing Automation

52
MessageContent
StaticDynamic

53
Agenda
• Introduction

54
Marketing Cycle
Suspect
Customer
Prospect
Sales and Channels
Awareness
Lead
generation
Installed
base
marketing
Closing tools
Infrastructure

55
Marketing Automation feeds pipeline
Marketing
Automation
CRM
Suspect
Customer Prospect
Sales and Channels

57
What is Marketing Automation?
Database
Suspects & customers
Data cleaning
Data enhancement
Campaigns
Defined audience to database segment
Undefined audience campaigns (trade shows, inbound
web leads)
Campaigns can be automated using templates

58
Design studio
Emails, response web pages, forms
Receives all unqualified leads
Web
Trade shows
Email
Lead scoring
Lead routing
What is Marketing Automation? (2)

59
Build campaigns
Assets
• Emails
• Forms
Workflow logic
Lead scoring
Data set
• Target suspects

60
Trigger campaign on activity/change in data value
in salesforce.com
Trigger campaign on interaction with your
company via website
Respond to a prospect filling out a form, visiting your pricing page
etc
Trigger campaign based on email behaviour
Respond to prospect clicking link in email, opens email etc
Real-time Event-trigger

61
Agenda
• Introduction

62
How do we create 1-2-1 adverts?
Marketing
Automation
Lead scoring,
Auto-form fills
Advertising
Behavioural targeting,
Contextual targeting,
Re-targeting
Individual in
Marketing
Database
Trigger = Lead
score, Target
Customer etc
Advert
For the first time we can
show a unique advert
economically to a single
individual.

66
Agenda
• Introduction

67
These examples are
NOT using the recently
announced Ad-bridge
technology

68
Each contact works harder
Collect contacts at
Trade shows
Inbound calls and forms
Create a long relationship
Newsletters
Invites
Promotions

69
Example: Integrated Systems Europe
Our biggest annual tradeshow
10-12 February 2015, Amsterdam
€60M pipeline

70
Booth visitor growth through engagement
0
500
1000
1500
2000
2500
ISE 2013 ISE 2014 ISE 2015
Existing
New
Scannedboothvisitors
Marketointroduced
Engagement
Engagement
10 Feb – 26 Mar 2015
283 click email link
231 visit web

71
New customers per month growing

72
Marketing Assisted Pipeline
€ 78,187,728
€ 130,566,451
€ 176.973.954
€ 0
€ 50,000,000
€ 100,000,000
€ 150,000,000
€ 200,000,000
FY12 FY13 FY14
Marketo

73
Campaign Contribution
11%
24%
32%
0%
5%
10%
15%
20%
25%
30%
35%
FY12 FY13 FY14
Marketo

74
Marketing campaigns per year
1
campai
gn
every
2.2
workin
g hours
174 380 902
Campaign every
2 working hours
(48 weeks per
year)Marketo
One campaign
every 2
working hours

Claire Snook, Sixth Sense
Social Media Group Head
@6thsensesocial
Why Social Media is becoming
critical for all businesses

sixthsensesocial.co.uk
Social media
& marketing
Claire Snook
social media group head, sixth sense
#DigitalFutures
@6thsensesocial

Talk (and sell) directly
to your audience

Global snapshot
• 7.2 billion
people
• 3.01 billion
internet users
• 2.07 billion
active social accounts

2.2 hours/day
2.7 hours/day
4.3 hours/day
0.7 hours/day
2.4 hours/day
Time spent on social media

2015 Stats
94% Tumblr’sYoY active user-base growth. Facebook’s dropped 8%.
56% Snapchat’s yearly growth rate.
46% Instagram growth year-on-year. It’s now bigger thanTwitter.
50x more engagement on Instagram thanTwitter
Facebook serves more video views thanYouTube.

Active users
1,415
288 300
73
347
-
200
400
600
800
1,000
1,200
1,400
1,600
Facebook Twitter Instagram Pinterest LinkedIn
Active Users (in millions)

-
0.5
1.0
1.5
2.0
Facebook Twitter Instagram Pinterest LinkedIn
UK average daily use (hours)
Daily use

Benefits of social media
Talk directly to your customer
get insight into their
behaviour
needs
wants
connect for meaningful relationships
Increase traffic
Monitor reputation
Customer service

The limits haven’t been
reached

Performance Summary
99.4% of conversations took place
externally from MCD social channels
1,152,287
1,082,248
3 mins

Your audience
Who are they?
Where are they?
What do they say?
Who do they listen to?

Taylor Swift vs Katy Perry
followers

Social strategy
Building relationships takes time
Your role is
supportive
advisory
authoritative
Help them decide to buy rather than
asking them for the sale

The building blocks
Objectives
& Goals
Audit Plan Profiles Publish
Channels
Influencers
Competition
Evaluate
Adjust

The best way to boost ROI?
Listen and respond to your
audience.
Don’t forget….
People who follow you may not be
customers – yet

The importance of influencers
Community authority
They speak
people listen

Big influencers
Influencers operate at every level:
International
National
Regional
Local
Community

If you build it,
they will come.

Content
Don’t play the
numbers game
Make it personal
Be human
Be yourself

Don’t be scared
Split test content
Monitor responses
Be open and honest

Good content
BMJ infographicFord Mustang Vine

ASB Bank
Enter by liking
More likes, lower the rate
Real-time
21,496 entries
17,778 leads
229 conversions
NZ$4.5 million in revenue

BT’s cost reduction
Customer service
Improved relationships
Increased loyalty
£2 million / year

Free Stuff
Followerwonk
Dig deeper intoTwitter analytics
Topsy
Search and analyse the social web
Feedly
Aggregate content from around the web in one place

And finally…
If you’re unsure about using social media
for this particular generation, I can
guarantee the next one will absolutely
be on social

sixthsensesocial.co.uk
Thank you!

Darragh Daunt, Google
Head of Platform Sales
Thinking with Google

Thinking with Google
Darragh Daunt
Head of Platform Sales, Independent Agencies

Google Confidential & Proprietary
Agenda
● Data-driven storytelling
● The shift to HTML5
● Vertical video taking over
● Thinking with Google
WHAT WE’LL COVER TODAY:

[proh-gruh-mat-ik]
Who
Organisation to
customer centric
Your actual customer
vs. assumed audience
Where
Campaign to always
on
In the right moment
What
One message to
personalised
Right story, delivered in
context

on site
age
gender
search
interest
device
who

who
You’re selling coffee machines...
Target audience:
Traditionally defined
by your organisation
and historical info
ABC1 30-35
Female

know your
actual customers
find the right
prospective customers
eliminate waste
Smarter segmentation
signals in the digital age
Fashion
forward
who
Mom
Food
apps
Travel
tips
In
market
Income

where
Reach your customers at the moments that matter
alarm
8:00am
map
12:00pm
news
8:00pm
news
9:00am
trip
advisor
2:45pm
shop
10:00pm
social
10:00am
video
4:45pm
social
11:00pm
social
10:00am
video
4:45pm
shop
10:00pm

An ad in front of
the right person
at the right time
is not enough.

what
Challenges for digital creatives today
● Media tech receives more investment than
creative tech
● Data is rarely shared with creatives
● RTB means less lead time for creatives
● HTML5 is not fully embraced
● While media budgets in digital are
increasing, creative budgets often decrease
Frequency with which
marketers use data signals to
adapt creative messages
41%
2%
27%
Source: eMarketer “The Rise of Creative in a
Programmatic World”, Feb 12, 2015

“To get real value out of programmatic, we have to get
the creative right, and truly hold our consumers’ hands
through their journey with Coca-Cola with relevant
messaging. Without the right message, programmatic
buying will not reach it’s full potential. To make this
happen at scale, we have to revisit our internal process and
our processes with media and creative agencies.”
~ Johan Houban,
Global Head of Programmatic, Coca-Cola

Source: (1) Adexchanger; (2)MyThings Creative Best Practices
Creative matters
Creative variables account
for more than half of the
total sales impact of a
campaign
Dynamic messaging has
a 50% higher CTR
compared to static
messaging
what

what
Five Tactics for improved digital storytelling
3) Capture data
with every
Engagement
and use the
signals to
develop a story
over time
4) Develop
Multi-screen
experiences in
HTML5
1) Audience
driven comms
strategies for
each segment
2) Deliver
messaging in
the right
context &
moment
5) Measure what works for each
audience segment, message, and
format

whatNSW Rural Fire Service - Australia
geo, smart bid optimisation,
sequential messaging
Fire feed powers the creative
based on geo within 30 seconds
increased bid ceiling for at risk areas
CTR increased by 530%
73% of people in the high risk
area saw the ad

what

what
Peugeot Turkey unifies it’s digital marketing & leverages
dynamic creative to reduce costs and improve cross
channel decision making
Jul14
Aug14
Sept14
Oct14
Nov14
Dec14
15% monthly drop in
cost per lead
98% reduction in
creative costs
98%
shift to always
on strategy with
deeper consumer
insight

Devices have shifted to HTML5
TV & Game Consoles
Tablets
Phones
E-Readers
Desktop

The web and mobile OSs are shifting to HTML5
Browsers pause Flash
plug-in by default
Mobile OSs don’t
support Flash
Publishers are shifting to HTML5 to enable better mobile
experiences. Inventory available for Flash ads is declining.
This means a backup image
will show instead of your ad.
Publishers are
moving to HTML5
To become more power efficient, browsers are pausing Flash
content. This means Flash ads will not animate unless a user clicks.
0%of mobile OSs
support Flash

New battery-saving setting in Chrome impacting ads
Flash ads to be click-to-play!

Google Confidential & Proprietary 142
Flash vs. HTML5 device support
Flash vs HTML5 acceptance
reached a tipping point in 2012,
but required the development of
creatives in both languages to
get maximum reach. This is
now no longer the case.
Creatives can now shift to one
authoring mode of HTML5.
As of May 2015, ~96% of desktop
browsers support HTML5

DoubleClick can help!
Convert
Standard Flash
assets in DCM &
DBM
Template
Generator & Studio
Layouts for quick
creation
Design & develop
in HTML5 from
scratch or
templates
Hand Code for
greater flexibility
Intuitive design or
editable code

Vertical video taking over
Convert
Standard
Flash assets
in DCM &
DBM
Hand Code for
greater flexibility

80%
of all online traffic will be
video consumption by 2018

The definition of TV has changed
Within the past month, on which screens have you watched original
TV series?
Source: comScore
83%
92%
96%
Traditional TV
44%
28%
17%
Desktop / Laptop
Computer
49%
29%
18%
Tablet
31%
14%
5%
Smartphone
Age 18-34
Age 35-54
Age 55+

)
Millenials are 2x
more likely to be
focused while
watching content
on smartphones
vs. TV

Programmatic Video
Give the user choice
Source: Ipsos MediaCT and Innerscope Research Inc., UK 2011
People who choose to view a Skippable
Pre Roll ad are 75% more engaged than
users who had to view a standard Pre-roll
ad
Maximise impact:

Programmatic Video 31
Workflow automation
will deliver real value to
programmers
Data will be leveraged
to enable cross screen
audience sales
Looking Forward: Programmatic TV
“Programmatic TV” will slowly evolve towards a real value proposition for the entire ecosystem
Programmatic pipes will
grow demand for scatter
and undersold inventory
1. 2. 3.

Research, insights, case studies, tools….
thinkwithgoogle.com

Customer journey to online purchase
Full List of Channels
Brand paid search
Direct
Display Click
Email
Generic paid search
Organic search
Referral
Social

Full value of mobile calculator

DMA Digital Futures

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