what brands think they really want
Post on 12-Apr-2017
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Alex LePage @lepage
Thanks for joining us! Tweet us your thoughts to @lepage or @chango with hashtag #AdV15
Brand /brand/
VerbMark permanently with a hot iron.
Noun1. Explicit or implicit promise to deliver a valuable, differentiated, authentic and consistent experience
Awareness
Perception
Consideration
Intent
Loyalty
NEW!
For whites and
special care
Organic
2x cleaning power
NEW!
For whites and
special care
Organic
2x cleaning power
Use data (hopefully knowledge) to reach Audience
IdentifyTarget EngageMeasure
Specific audiencesPsychographic
segmentsResponders
Loyalists
Measuring how ads lead consumers to
actually try and buy productsMarc Pritchard, Global Brand Officer, P&G
We’re using more and more data to understand who our consumer is, and more importantly, find the right moment and right message to reach her for our brands. It’s hard to find those moments!Erica Lamoreaux, The Clorox Company
Better targeting
cross-device
Improved performance
Data and insights about target market
Cost efficiencies
Source: Chango programmatic pulse, November 2014
We need to focus on understanding the unique customer experiences that move consumers through the customer lifecycle.
Amy Michaels, T-Mobile
Affinity Moment
CUSTOMER JOURNEY Engagement/ Conversion
Shopping for prom dresses
Reads Hunger Games blogs
Fast food consumer
Ad Opportunity
You don’t want to start communicating with them once they show interest in Vegas, but instead start that conversation early on so you are top of their mind when they begin planning for their trip.Robyn Phelan, Palms Casino Resort
NIKE “Phenomenal Shot”: Remixing unforgettable moments in real time
Source: Google
Programmatic can be more effective at STORYTELLING
Test and learn
Map (literally) the consumer
journey
Target specific affinities at
scale
Evolve story with
message sequencing
Marketers now understand that the value of an interaction is far
greater than the value of an impression. Amy Michaels, T-Mobile
Programmatic can be used to measure engagement
Leverage CRM lists to find more consumers that look like loyalists
Identify and score customer touch-points deemed successes
Use attribution (statistical market tests; physical-world attribution)
Technology stack – unifying channels, attribution, analysis
Understanding the customer – segments vs personas
Reconciling creative and programmatic inventory
Mobile to In-store attribution
Native mobile ad units
Programmatic (premium) direct
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