josh bock - programmatic’s perfect pairing: audience and addressable creative
TRANSCRIPT
Programmatic’s Perfect Pairing – Audience + Addressable Creative
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Agenda
• Establishing the Audience• Perfecting the Pairing• Driving Results• Unlocking the Power of Addressable Communications
NEUTROGENA® PERFECT PAIRINGS
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Brand obstacle
75% of NEUTROGENA® shoppers only buy ONE NEUTROGENA® segment
How can we isolate this audience and drive a +1 brand purchase
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Three step approach
Leverage shopper loyalty card data
to find the needle in
the haystack
Establish brand specific contextual
targets to drive breakthrough
Create personalized
messaging to present the
perfect product pairing
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Finding the needle in the haystack
Isolate loyals who are buying one NEUTROGENA® SKU and a competitive product that NEUTROGENA® can fulfill
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Establishing contextual relevance
Beauty & Fashion Retail Entertainmen
t
Formats
VideoRich Banners
Vertical
Health
*logos are FPO
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Presenting the perfect product pairing
Display
Video
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Results
4.04% lift in aided awareness
5.53% lift in brand favorability
Control N: 391Exposed N: 618
18.1MM households
reached
$5.84 ROAS – 289% above benchmarks
UNLOCKING THE POWER OF ADDRESSABLE COMMUNICATIONS
NEUTROGENA ® only scratched the surface
To establish breakthrough in today’s overstuffed media climate, creative must move beyond being two dimensional
Now we can personalize the message to the right person, in the right place & at the right moment
To do this effectively, collaboration between media and creative has never been more paramount 11
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LINEAR engagement model where creative leads to media activation
AUDIENCE INSIGHT MEDIA ACTIVATIONElement CREATIVE IDEA & PRODUCTION
Brand Business Objective
Party BRAND or STRATEGY CREATIVE AGENCY MEDIA AGENCY
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DATA INPUTS
Move to a COLLABORATIVE model that uses data to inform creative production and media activation
AUDIENCE INSIGHT MEDIA ACTIVATIONCREATIVE IDEA & PRODUCTION
Brand Business Objective
BRAND or STRATEGY CREATIVE AGENCY MEDIA AGENCY
PERSON PLACE MOMENT
Element
Party
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PERSON CREATIVE IDEA & PRODUCTIONElement PLACE MOMENT
Brand Business Objective
MEDIA & CREATIVE AGENCIES CREATIVE AGENCIESParty BRAND or
STRATEGY
MEDIA ACTIVATION
MEDIA AGENCY
PERSONALIZE
PERSON
PLACE
MOMENT
Collaboration drives creative and media synchronization, which leads to consumer personalization