SAAL A - 10:15 - Deciphering The Digital Ecosystem with Performance with Matthias Stadelmeyer and Andreas Schwibbe, Tradedoubler
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It is time for performance marketing to take the lead in navigating the increasingly complex and fragmented digital ecosystem. With technology at its bedrock, our unique breed of advertising is ideally placed to drive innovative changes that lead to greater integration, understanding and return for advertisers. Now, it seems that an intervention from performance will go some way towards helping brands cut through the complexity of devices, channels, platforms and traffic sources. Led by Tradedoubler chief executive Matthias Stadelmeyer, this session will focus on presenting digital marketers with the hard facts and stats ruling the industry. Stadelmeyer will also lay down the importance of data in gaining rigorous consumer insight, its effect on targeted advertising and how dynamic creative is taking personalised performance marketing to the next level.
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Semelhante a SAAL A - 10:15 - Deciphering The Digital Ecosystem with Performance with Matthias Stadelmeyer and Andreas Schwibbe, Tradedoubler
Semelhante a SAAL A - 10:15 - Deciphering The Digital Ecosystem with Performance with Matthias Stadelmeyer and Andreas Schwibbe, Tradedoubler (20)
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SAAL A - 10:15 - Deciphering The Digital Ecosystem with Performance with Matthias Stadelmeyer and Andreas Schwibbe, Tradedoubler
- 1. 1 Tradedoubler Deciphering the digital ecosystem with Performance Matthias Stadelmeyer CEO Tradedoubler Andreas Schwibbe Product Director Tradedoubler
- 2. 2 Contents
- 3. 3 The digital landscape at a tipping point
- 4. 4 The digital advertising landscape has reached a tipping point We are trying to reach connected consumers through disconnected solutions How did we get here and what does it mean for • Marketers and brands? • The performance marketing landscape?
- 5. 5 Connected consumers Just under half of connected consumers are now ‘always-on’ Consumers don’t see the boundaries between channels, platforms and devices that advertisers do Average number of mobile devices per person
- 6. 6 Over half of smartphone owners use their device while watching television • 57% for activities relating to the programme they are viewing • 59% to buy something they have seen advertised This rises to 69% and 71% for tablet owners Source: The rise of the omni-consumer. Tradedoubler 2014 Connected consumers
- 7. 7 Brands targeting these consumers Three-quarters of consumer brands say engaging connected customers is a priority • Only 29% have a strategy in place to target and sell to this audience • 37% don’t know how to use data collected from online sales to inform a targeting strategy
- 8. 8 Skills shortages are a challenge Source: Vision Critical for Adobe, October 2013 • Just 8% of senior marketers have full confidence in their digital marketing skills • 52% of marketers do not test their campaigns or content and instead rely on ‘instinct’
- 9. 9 Technology is the key driver and enabler in this new landscape
- 10. 10 These solutions help brands to engage with customers through • Email, text, social media, video, display, search, native advertising and performance marketing • Using online, mobile and social channels • Via advertising agencies, ad networks, ad exchanges, social media platforms and publisher networks, and more
- 11. 11 Activity that generates a vast amount of data • From first click to sale: browsing and buying history • Real-time behavioural, contextual and location information Across the entire customer journey
- 12. 12 Disconnected solutions Growing consumer and brand demand has led to a surge in digital marketing platforms, technologies and tools
- 13. 13 Data that is not realising its potential The fragmented, overlapping, complicated map of technologies, customer data sources and systems has made it difficult to integrate, understand and manage the success of individual campaigns
- 14. 14 Brands are overwhelmed by the number of marketing technologies they now depend on
- 15. 15 It’s time to change
- 16. 16 The way forward It’s time to build an integrated network based on technology and expertise that will deliver smarter performance-based results across all platforms, channels and devices
- 17. 17 • A unified approach to tracking, reporting and attribution • Single sets of data for omnichannel personalisation • Partnership marketing through private and public networks • Advanced technology and data analytics • Expertise and account management The digital advertising landscape must evolve to deliver
- 18. 18 Performance marketing has a vital role to play in this new future Its foundations in technology, quality of traffic and end-to-end tracking make it ideally placed to act as a springboard for industry- wide integration and innovation
- 19. 19 Tradedoubler Redefining our position in the digital market place
- 20. 20 Taking a position at the centre of the digital eco-system
- 21. 21 Digital Advertising 1.0 untargeted creative treatments based on delivery/budget goals Digital Advertising 2.0 targeted creative treatments based on contextual data Digital Advertising 3.0 targeted creative treatments based on user data – the Adnologies ad tech offering Digital Advertising 4.0 will be a combination of all of this optimised by artificial intelligence to achieve definable marketing goals with an omni-channel approach Creating a new form of digital advertising
- 22. 22 Digital Advertising 4.0 Digital Advertising 4.0 will harness powerful new technology and artificial intelligence to deliver optimised and personalised advertising
- 23. 23 Our market-leading business intelligence tool delivers data driven insights • A data management platform for unified insight and tracking • Live information on programme performance • Quick access to KPI-based data for smarter business decisions
- 24. 24 Insight enables precision targeting and drives smarter results • Data driven insight enables us to target the right person with the right ad, in the right place and at the right time • Targeted, personalised advertising is more engaging and increases sales
- 25. 25 How we are using insight to deliver personalised advertising
- 26. 26 Dynamic creative • Business rules enable intelligent offer • Up to 32 dynamic variables per advertising medium • Catalogue integration • Recommendation engine • Device appropriate creative solutions
- 27. 27 Dynamic video enables us to combine branding and performance Over 2 million Ad content combinations Relevant video content increases impact
- 28. 28 How dynamic creative works DOLCE & GABBANA 213,00€ zum Shop Product image Product title Product price Call to action Information and content is pulled from product feeds
- 29. 29 Dynamic creative and video takes performance marketing to a new level Banner (Super) 728 x 90 px Banner (Rectangle) 300 x 250 px
- 30. 30 Greater engagement with your customers • Personalised, targeted advertising created in 300 milliseconds • Delivers greater user engagement: – 2.6 times more clicks than static display – 2.8 times more conversions • Beyond simple retargeting, the technology creates the potential to have a two-way dialogue with customers • Creates smarter results
- 31. 31 Performance marketing gets personal • We live in an increasingly connected world • And in a complex digital ecosystem • The winners will make sense of complexity to make powerful connections that driver smarter results • Join us in the Meeting Zone to discuss how we can help you achieve smarter results
- 32. 32 Q&A Q&A Q A Q A Questions and answers
Notas do Editor
- Today’s digital landscape is characterised by a complex and fragmented selection of platforms, technologies and approaches. Many marketing professionals struggle to understand the environment and do not know how to spend their marketing budgets to generate maximum ROI. For many years performance marketing has been just a small component of the digital ecosystem. Tradedoubler believes that performance marketing now has a vital role to play in the future of digital marketing. The foundations of performance marketing – in technology, high quality traffic and end-to-end tracking - mean that the industry is well placed to take a lead role in creating a more coherent digital environment.
- Consumers use a growing number of devices and channels, often at the same time, to browse, buy and communicate. Just under half of connected consumers are ‘always on’, jumping between three or more devices to stay permanently online. They don’t see the boundaries between channels and platforms that advertisers do – and they expect from the brands that they interact with they expect the same level of convenience, personal relevance and engagement across all channels.
- And while consumers are more connected than ever before, they are also more distracted. Our own research tells us that over half of smartphone owners use mobile devices while they are watching TV for activities that are related to the programme they are watching or to buy something they have seen advertised.
- Brands need integrated multi-channel marketing strategies to engage with consumers effectively – but many are struggling to achieve this. Studies by The Economist Intelligence Unit, the Marketing Technologist Summit and Adobe have all shown the extent to which many marketers are struggling with the challenges of this increasingly complex environment. So while over €27 billion was spent on digital advertising last year, scratch below the surface and there is work to be done to ensure that this is money well spent.
- Technology is playing a vital role in this new landscape: It seamlessly connects consumers with brands, advertising and marketing channels and each other It can automate, integrate, scale and simplify processes to accelerate performance and efficiency and reduce costs It allows brands and their partners to collect and make the most of growing volumes of data.
- So technology has created many new opportunities for marketers who want to engage with their customers, including: Email, text, social media, video, display, search, native advertising and performance marketing Online, mobile and social channels And they can connect via: Advertising agencies, ad networks, ad exchanges, social media platforms and publisher networks, and more
- And all this activity generates vast amounts of data, including browsing and buying history as well as real-time behavioural, contextual and locational information. Consumer journeys can be tracked from the very first click through extensive browsing right through to a completed sale or an abandoned basket. Data that, if you have the right tools, can provide valuable insights that can be used for campaign targeting and maximising ROI. But more about that later…
- …back to technology The same technology that has created all these possibilities and opportunities has also created an extremely complex and competitive digital ecosystem. Ad tech companies enable or improve the effectiveness of online advertising – but which solutions and approaches are the most appropriate for individual advertisers? Advertising content publishers – advertisers are faced with a confusing array of options and channels to target consumers – but which will deliver against their campaign objectives? And then there are the advertising agencies, often charged with building brands and increasing sales. But do they have full visibility of the online consumer journey data that can create the kind of insights needed to make the smartest business decisions?
- We’ve created a world of endless opportunities for both consumers and advertisers. It’s exciting and dynamic. But at the same time for anyone looking to get the largest return on investment from their marketing budget it’s enormously confusing.
- It’s time to build an integrated network based on technology and expertise that will deliver smarter performance-based results across all platforms, channels and devices
- The investments we are making in our technology and capabilities will ensure that Tradedoubler is well positioned at the centre of this evolving digital marketplace. We are developing a platform that is agnostic. This means it will be open to new sources of traffic; we will be able to track consumer behaviour across all devices; and will be able to deliver and report on different creative formats. Well positioned to be our clients’ performance marketing partner, delivering solutions that are driven by our clients’ KPIs and business goals.
- A data management platform will be a key part of our new offering. This will mean that we are able to leverage data-driven insights and optimise our clients’ performance marketing activity. The launch of ADAPT, our market-leading business intelligence tool, was the first element of our new strategy. ADAPT enables digital marketers to quickly access the KPI data they need to visualise the effectiveness of their performance marketing activity and make smarter decisions. It gives detailed live information on programme performance through customised dashboards that visualise complex data and let users understand and optimise programme performance. We are continuing to invest in our world class private network capability that allows out clients to white label our technology and run their top partner programmes in-house. At the same time we are also expanding and enhancing our network of publishers. If you would like to know more about how ADAPT can help your business or would like to see a live demo of the tool in action, please get in touch.
- The investments we are making in our technology and capabilities will ensure that Tradedoubler is well positioned at the centre of this evolving digital marketplace. Well positioned to be our clients’ performance marketing partner, delivering solutions that are driven by our clients’ KPIs and business goals.