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ADAPTIVE MARKETING Norm Johnston Chief Digital Officer Twitter @ntjohnston
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ntjohnston
8,7 10,9 13,6
17,0 21,3
26,6 33,3
41,6
52,0
2012 2013 2014 2015 2016 2017 2018 2019 2020
(Billions)
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ntjohnston Adaptive Marketing 3
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20% of the total response to a TV campaign is done
online within 10 minutes of exposure.
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150m
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ON AVERAGE WE PASS
PIECES OF PERSONAL INFO INTO
DATABASES EVERY WEEK
3,254
15 Adaptive Marketing
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64% 45% 54% 24%
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11100011100 10011000100 11001001010 00101100001
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PRICE PRODUCT
PROMOTION PLACE
BEHAVIOUR SEARCH
SENTIMENT SOCIAL
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10 minutes. 20% of the total response to a TV campaign is done online within
of exposure.
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21,000 ad units, across 845 campaigns, in 25 countries – bought and optimized in real-time
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Smart Paid + Good Owned = More Earned Media
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Predicted Volume of Earned Media views based on Unruly ‘Sharerank’
Brands need to develop share worthy content to increase their potential earned media.
8
4.5
2 1M Paid Views Paid Earned Views (Non Target) Earned Views (Target)
E= 74,171
1M Paid Views
1M Paid Views
E= 283,001
E=2,265,103
A video with a Sharerank of 8 will receive
34x
more earned views than a video with a Sharerank of 2
Source: Unruly Analytics 2013
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21,000 ad units, across 845 campaigns, in 25 countries – bought and optimized in real-time
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THE FUTURE BELONGS TO THOSE WHO
PREPARE FOR
IT TODAY
Malcolm X
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41
Changing Culture AXEL SPRINGER
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THERE ARE ONLY TWO SOURCES OF COMPETITIVE ADVANTAGE:
THE ABILITY TO LEARN MORE
ABOUT OUR CUSOMTERS FASTER THAN THE COMPETITION
AND THE ABILITY TO
TURN THAT LEARNING INTO ACTION FASTER
THAN THE COMPETITION
Jack Welch