focusing on the advertiser: how can new technologies maximize the value of invested ad money?

Focusing on the advertiser: How can new technologies maximize the value of invested ad money? Dr. John M. Lervik, CEO and co-founder

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• Consumers goes online – new business models being defined

• Everything (TV, news, music, games, etc.) goes online too

• Online goes mobile, with unprepared advertisers and media

• Consumer insight (a.k.a. Big Data) is becoming critical

– Great user experiences

– Effective advertising and e-commerce

• Online advertising value chain controlled by a few large players,

who also control the data

– Media companies losing track of the advertising sales process

– Online advertising prices pushed down for publishers, but not

necessarily higher ROI for advertisers. Why?

Some key market trends

16.10.2013

The power of user insight … and how it defines the future of online advertising

Who?

When?

What?

Where?

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4th V =

Business Value of

Big Data

… and it is the users that generate the oil

Big data (= consumer insight) is the new oil

Google and Amazon dominate the online advertising and e-commerce value chains, respectively

The common denominator for success is the ability to leverage user data to provide better services

Lacking these capabilities other online companies have lost terrain in the battle for user attention

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360° consumer insight

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Consumer insight: User profile

CONTEXT

BEHAVIOR

DEMOGRAPHICS

SEMANTICS

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Use audience reports to

discover and create

relevant segments

Follow segments across

campaigns with unified

targeting and reporting

Consumer insight: Audience segments

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Knowing your audience is key to success

Brand affinity and protection

Flexible advertising products

Interest and intent Demographics

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Intuitive analytics dashboards for marketing and editorial teams

UNDERSTAND HOW CUSTOMERS INTERACT

WITH YOUR CONTENT

CAPTURE CUSTOMER DATA

IN REAL-TIME ACROSS ALL DEVICES

SLICE AND DICE DATA

FOR DEEP INSIGHTS ANALYZE TRENDS AND POPULARITY

MONITOR AND TAKE ACTION ON TRAFFIC PATTERNS

CAPTURE CUSTOM EVENTS

FROM YOUR BUSINESS SYSTEMS

STAY IN CONTROL WITH CUSTOMIZABLE

REAL-TIME WALLBOARDS

Vision

16.10.2013 12

Good old days: Advertisers and publishers with direct engagement

Traditional advertising:

• Direct relationship between publisher and advertiser

• 100% of advertising spend going to distribution

Today: Market power shifted towards advertising intermediators eroding advertiser and publisher values

50-80% of advertising spend

going to middle-men

16.10.2013

Premium context…

16.10.2013

Context matters...

Advertisers and media companies with transparent partnership around big data and innovative advertising products

Tomorrow: Advertisers should be able to engage effectively with media distribution based on consumer insight

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Example 1: Retailer & Publisher innovation

Trumf

member

Trumf data

Trumf members visiting online site

When Trumf members visit the Trumf site, defied key purchase

and user data is made available

A Trumf tailor-made ad campaign routing the customer to a specific

KIWI shop with a specific product

offering

Trumf data

Amedia data

Secure combination of Trumf user profile and

Amedia profile used for ad matching

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Example 2: Airline & Publisher innovation

Eurobonus

member

Eurobonus data

Eurobonus members book tickets online

When a Eurobonus customer book a ticket,

defined key program user data is made

available

Eurobonus data

Amedia data

Next time a Eurobonus customer visiting a

publisher site individual personalized ads or promotions can be

displayed

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Big Data at the center of digital media: Attractive and effective advertising ROI

16.10.2013

BEHAVIORAL

CONTEXT

1ST PARTY DATA

AUDIENCE SEGMENTATION

WEBSITE CONTENT OPTIMIZATION

EDITORIAL CONTROL

CAMPAIGNS TARGETED

PROMOTIONS

AND COUPONS PERSONALIZED

WEBSITE

EXPERIENCES

AUDIENCE REPORTS

DASHBOARDS

USER PROFILING LOCATION

DEVICE

MARKETER AUDIENCE

SOCIAL

TARGETED

E-MAIL

MARKETING

USER REGISTRATION DATA

PURCHASE HISTORY

SUBSCRIPTIONS

3RD PARTY DATA

PRODUCT DATA

COMPANY DATA

LOCATION DATA

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• Advertisers should leverage customer data by

partnering with premium media companies

– Transparency and control

• Optimize marketing mix (of advertising products)

– Both branding and performance-based advertising

• Demand unified reporting and dashboards

– ROI, Learning

Summary

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