drive business results with mediamath retail
TRANSCRIPT
v
Drive Business Results with MediaMath Retail
Edwin Lee, VP Global Retail, MediaMatheTail West, February 17th, 2015
““ Procter & Gamble wants tobuy 70% to 75% of its U.S. digital media programmaticallyby the end of this year
American Express wouldlike to transform their Display Media Channel to become100% programmatic.
““
Key brands adopting programmatic
Financial Services Institution
We’re probably 60% programmatic, 40% traditionally planned and managed today. By the end of the year it will be about 95%.
““We’ve [Kellogg’s] seen tremendous results whenusing programmatic buying. Depending on the brand,the digital media ROIs have increased as much as six times
““
Traditional VS Programmatic Media Buying
160 Decisions/week (1 FTE)
840 Billion Decisions/week (1FTE)(5,250,000,000 times MORE decisions)
Display Publishers x Networks
Video Partners x
Mobile/Social
xSearch Partners
=
AdvertisersBillion impressions/day (Multivariate Decisions)
x Days (1 week)
=
=
Source: Lorem Ipsum
x
x
MediaMath Retail combines industry expertise with specialized features and the most advanced programmatic marketing technology into one holistic solution. It’s for retail marketers who want to elevate their marketing practice, out-smart their competition, and drive true outcomes.
An Enterprise Solution Customized to Retailer Needs
©2014 MEDIAMATH INC. 9
+ Expert Services
Marketing Technology
Retail Industry Expertise
=
+
@DWIN1 @MEDIAMATH #MEDIAMATHRETAIL
Industry Leading Technology for Retail MarketersMediaMath Retail is an on-demand solution that combines data management, cross-channel media execution, creative management, and decisioning into a single streamlined workflow
©2014 MEDIAMATH INC. 11
AudiencesRight Person
OptimizationRight Outcome
MediaRight Time,Right Place
MessagingRight Ad
Harnessing the power of your 1st party data
Maximizing your audience reach with Full Audience View technology
Combining with best-in-class 3rd party data
A data management solution to onboard, define, analyze and activate your audiences
A Broader, Actionable View of Your Audience
Connecting All Touch Points,Reaching Consumers At Every Stage
Full customer life-cycle, real-time audience building and buying
Site Visitors(Remarketing)
Prospecting(Lookalikes)
Retention (Re-engaging)
One Platform to Deliver Personalized Messaging at Every Point in the Journey
Make sure the right product offers and sales get seen by the right customers
Move your customers through the path to purchase even faster
Vary creative based on goals, vary based on audience, vary based on market
Sequence message based on audience location in the customer life cycle
Gain insight into creative performance and create a creative feedback loop
Female
Age: 25
Interests: Fashion
Providing the Tools for DynamicCreative & Dynamic Ad Serving
Vary creative based on goals, vary based on audience, vary based on market
Sequence message based on audience location in the customer life cycle
Gain insight into creative performance and create a creative feedback loop
Providing the Tools for DynamicCreative & Dynamic Ad Serving
Male
Age: 37
Interests: Technology
Unsurpassed media access to 120+ Billion global impression opportunities per day —across RTB and programmatic premium channels, including display, video, social, mobile, and emerging channels
Global Supply Scale & Depth
Access to Over
3.6 TrillionMonthly Global Impressions
Real-Time Bidding
Private Marketplace
Automated Guaranteed
Top-tier Inventory Premium Publishers
Deal Discovery Video
SocialMobile & Tablet
NativeDisplay
EmailDigital Out-of-Home
Programmatic TV
TRANSPARENT real-time view into media and audiences purchased, who you reached, what
you sold, on any device.
For Every Dollar You Spend on Media, You Know the Return
Reveal sales gaps and make your marketing dollars smarter
PLACEMENT: Site Transparency Report
ALGORITHM PREFERENCES: Brain Visibility
MediaMath Retail Solution Tech Stack
Full Funnel Capability
Offline Onboarding
Full Audience View
ConnectedID
Curated 3rd Party Data
DMP with Client, Modeled Segments
Loyalty Program Data
Vendor Co-Op
Dynamic Creative Tech
Basic Ad Serving
Design Services
Promo, Category Plan Automation
Display, Mobile, Video Supply
Social PMD Supply
Global Supply Reach
Programmatic TV, Print,Other Media
Curated Retail Inventory
Email Targeting
Website Personalization
Multi-Channel Attribution
Closed Loop Attribution
Placebo App Attribution
Custom UI, Dashboards
Retail Specific Analytics
Trading Service
We take care of the math, optimizing your campaigns back to your revenue goals
Integration Services
We integrate your businesses, technology, and data Into the T1 Platform
Media Services
We connect you to programmatic opportunities across all media, driving greater media efficiency
Expert Services & SupportHave an experienced and knowledgeable support team specializing in retail advancing your marketing practices and making your ad dollars work harder
+ Expert Services
Marketing Technology
Retail Industry Expertise
+
=
@DWIN1 @MEDIAMATH #MEDIAMATHRETAIL
GOALSREMARKETING - Decrease the cost of acquiring a customer, boosting sales and revenue
TACTICS
Leveraging dynamic creative optimization on Facebook, the client was able to:
• Promote popular items at the product category level
• Use product level retargeting down to the SKU level
RESULTSWithin a few days, the client saw CPAs that were 97% lower than their original goal
LARGE DEPARTMENT STORE RETAILER
GOALSPROSPECTING - Capture new consumers during their off-season buying period
TACTICS
Leveraging Closed-Loop Attribution, the client was able to:
• Have a better evaluation of inventory
• Focus their buying on impressions that lead to higher value, revenue producing events
• Bid lower for impressions that don’t contribute as much
RESULTS
Leveraging advanced attribution data at every bid decision, the client saw a 21% increase in ROAS
GIFT RETAILER
GOALS
FULL LIFE CYCLE - Achieve attribution between online sales and catalogue sales while increasing their return on ad spend – increasing purchase intent & sales
TACTICS
• Gained full transparency at a cookie/impression level for use in attribution, accessing the true value of display ad efforts
• Implemented premium buys during key holiday windows, using proven creative to proven target demographics
• Tested contextual & audience buys for prospecting efforts
RESULTS
Shifting 100% of media buying to MediaMath, the client saw:
• 20% lift in ecommerce site traffic for the Holiday season
• 27 to 1 ROAS on REM
• 2 to 1 ROAS on Prospecting
ECOMMERCE RETAILER
MediaMath Produces Retail Success
Understand the Incremental Impactof Your Digital Media Campaigns
Strategies
• Weekly ad campaign
• Identify the top three products on sale for each person
• Use dynamic creative to serve top three products in ad
• Track back for purchases in store
• Test and control built in
Success
For every $1 spent on this campaign,
This supermakret returns $42 in incremental revenue and $7 in profit
SPENT
RETURN
$1
$42$7 Profit
Case Study National Full-Service Supermarket Retailer