omni channel marketing conference - wout van damme
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February 2013
Wout van Damme CEO/Founder
OMNI-CHANNEL MARKETING CONFERENCE
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Leveraging Data for ROI Media buying
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Contents
Introduction
Data & RTB
Maximising media buying ROI through Data
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Funbox overview
Founded in 2004, Privately owned
8 Years experience achieving measurable results
4 Years experience in Automated Media Buying / RTB
A global team of 40 professionals
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Multi Channel
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Sales Funnel Campaign Approach
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Platform Agnostic Media Approach
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Gradually built capabilities over time
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Data & RTB
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Non-RTB vs RTB
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Every Impression is assessed by all advertisers and auctioned off
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The value of an impression
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Different types of data
1st Party Data 3rd Party Data
Data from your site
Exclusive
FREE
Data from other sites
Public
$$
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Every click on your site is a data point for media buying
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Every click on your site is a data point for media buying
$
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What is a data segment
Product Category Brand
Conversion Shopping
Cart
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The Power of Retargeting
RIGHT AUDIENCE
RIGHT TIME
RIGHT MESSAGE
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Increasing ROI on data
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Comprehensive Retargeting
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Step 1: the base
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Step 2: Increase Reach
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Multi Platforms for Increased Reach
I I I I I I I I I I I I
I I I I I I I I I I I I
I I I I I I I I I I I I
I I I I I I I I I I I I
DSP 1 DSP 2
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Step 3: Facebook Reach
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Step 4: Dynamic Creative
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Dynamic Creative Banners
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Dynamic Video example
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Step 5: Cookieless Retargeting
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Device recognition increases profile recognition by 40%
Tracking by device: 95% recognition
Tracking by cookies: 55% recognition
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Step 6: Mobile Retargeting
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Step 7: Cross device targeting
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Holistic campaign approach
One customer targeted across multiple devices
Unique Profile
Cookie
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Why our clients choose to work
with Funbox
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Funbox USPs
Leveraging RTB across the sales funnel and across channels
Technology Agnostic
Broadest RTB technology offering in Australia
Performance
Granular human and system optimisation towards campaign
goals
Knowledge & Experience
We get the most out of our people and systems to improve
campaign results
Brand safety
Proprietary technology to ensure brand safety