Presentación de Ryan Manchee, Director de Innovation Strategy, DGMediaMind en el Innovation Day Advanced Targeting

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Creating Efficiencies to Connect with the Right Audience
Ryan Manchee
Director of Innovation Strategy
@rmanchee rmanchee@dgit.com
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Finding the Digital Sweet Spot

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is brewing
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Una tormenta

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The pressure is mounting

5. how will you
prepare for
una tormenta?
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Towards Convergence
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The present media reality
OnlineTV

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Towards Convergence
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The dynamics of online
and the plethora of data
Online
The maturity of television and
the quality of video assets
TV
Mobile
Social
Analytics
The media reality of tomorrow

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Fútbol
7

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Política
8

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Religión

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Vatican Crowd

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Vatican Crowd

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vs
5years ago?

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5years from
now
?

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CHANGE IS EMOTIONAL
:(

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reír
14

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llorar
14

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INTERACTIVE
TV SDK

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survive!
Find a way to

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Strategy & Planning

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[data]
Digital Dialogue

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right ad right time
TV combined with online's targeting and measurement capabilities.
19

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An average of 3 in 10 online
ads are never actually seen
by their target audiences.
Where’s the accountability?
20
Did you know?
Where’s the viewability?

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Visible MessageAudience Time
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Verification
+ + +

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Smart Trading
Services ∙ Data ∙ Smart Versioning ∙ Video
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27. Services
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DG MediaMind’s Full Service Trading Desk
• Clients work with the Trading Specialists to define the campaign scope, parameters,
and goals… MediaMind handles the rest
• Trusted advisors providing expertise and experience in navigating the complex RTB
landscape
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• Category
• Contextual
Content&Targe+ng
• Demographic
• Geographic
Audience&Targe+ng
• Site Re-Targeting
• Ad Re-Targeting
Re2Targe+ng

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Execute Creative Across any Channel
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Creative Type
Standard Banner
In-Stream Video
300 x 250
Top&Video&Exchanges
Expandable Banner
In-Banner Video
Top&Social&Exchanges

30. Spot On Data
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31. • Continuous evaluation and testing of data partners allows us to
ensure quality and performance
• Although we can create custom solutions through any partner,
below are our preferred vendors
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Best of Breed Data Providers
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Audience
Targeting
∙ Declared Demo
∙ Interest ∙ Social
Audience
Targeting
∙ Demographic ∙
Interest ∙ Intent
Audience
Targeting
B2B
Page Level
Data
∙ Safety ∙ Quality ∙
Category

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Peer39 Creates a Clean & Targeted Buy
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Peer39 helps you determine the true value of every impression
Category
Meaning and context
Quality
The structure and
elements of a page
Safety
Objectionable
or misaligned content
Every page is evaluated pre bid to determine its
quality and safety for the ad.

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Peer39 Quality Attributes Define the Page
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Homepages
Comments
Content Rich
Environments
UGC / Moderated
UGC
Ad Count Toolbars / Widgets Transparency
Ad 1
Ad 3
Ad 2
Ad Visibility Index

34. Smart Versioning
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Smart Trading + Smart Versioning = Performance
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Identify consumer’s who’ve interacted
with the brand
• Clicked Ad
• Visited Page
• Engaged with Rich Media
• Abandoned Sign-up
Right Audience
and Content
Right Message
Customize messaging to individual
consumers based on past action
• Visit the Site
• Sign-up
• Watch the Video
• Complete Purchase

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Smart Trading + Smart Versioning
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37. Video
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We believe advertising is now video-centric
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• SD/HD
• OTT
• Smart TV
• Mobile TV
TV Spots
• Desktops
• Mobile
• Tablets
• DOOH
Online Ads
• inBanner
• inPlayer
• inApp
• 2nd Screen
Streaming Video

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Rich Media + Video Across Screens
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Use Case
Ad
In-Banner In-Stream
Primary Screen
MobileDesktop
Technology
+
MobileDesktop
Ads built
entirely in
HTML5
Non-
Interactive
(VAST)
Interactive
(VPAID)
Non-
Interactive
(VAST)
Flash +
HTML5
Backup
Ads built
entirely in
HTML5
Desktop ad

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Reach Audiences Wherever They Watch Video
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Pre-Roll
Social Media Games
MobileIn-Display IPTV

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VPAID : video + interactivity
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Benefits
19

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Benefits of RTB
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RTB provides true benefits by allowing buyers to:
Discover Inventory and
Optimize Campaigns by
Evaluating Results
Manage Data Driven
Campaigns
Accurately Price Each
Impression – Gain
Economic Efficiency

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Why DG MediaMind?
23

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DG MediaMind Benefit
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Holis+c&campaign&management&and&repor+ng
Implement&unique&strategies&to&drive&campaign&results
MediaMind&Trading&Specialists&available&to&answer&
any&campaign&ques+ons
Strictly&adhere&to&and&manage&content&targe+ng&and&
brand&safety
Fully&managed&service&for&lower&execu+on&lead&+mes

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Smart Trading’s Unique Value Proposition
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Fully Managed by Trading Experts Full Transparency on Campaign Cost Optimize towards campaign goals
Brand Safety Components
Integrated into the MediaMind
Platform (synced with SV) Cross-media type exchange buying
CPC CPA

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Case Study - Smart Trading Reduces CPA by 58%
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• Goal: Recruit Job-Seekers With Specific Technical Skills
• Conversion Event: Completed Online Application
• Geography: United States
Strategy:
Use Retargeting with Smart Trading in
conjunction with Premium Inventory buys
RTB
!$1.50
Premium
Results:
Other&Non*premium&Buys MediaMind&Smart&Trading
58%
Decrease

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Emerging Trends – Video
Source: Forrester Report, Online Video RTB Primed For Dramatic Growth, March 2012
$0
$175
$350
$525
$700
$190
$387
$667
2011
2012
2013
US&Online&Video&RTB&spending&(in&millions)
Online Video RTB Spend Will More Than Double in 2012
45
2x

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DIGITAL VIDEO IS THE BRIDGE NEEDED
TO BRING BRAND MARKETING DOLLARS
ONLINE IN A MEANINGFUL WAY.
-Forrester
46

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Video is everywhere

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OVER 3/4 OF GLOBAL CONSUMERS
WATCH ONLINE VIDEO – WHETHER
PCs, CONNECTED TVs OR MOBILE

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ADDING DIGITAL TO A TV PLAN
INCREASES CAMPAIGN IMPACT.
-comScore
49

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are blurred for consumers
Lines+
MARKETERS

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Pixel perfect
now
planning
58%Video & TV together

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Pixel perfect
2013
+20%marketers will join them

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Sales Lift Doubles
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2xonline video vs traditional TV spots
Laurent Faracci, Reckitt Benckiser’s General Manager for Marketing
Wall Street Journal

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Fuse our thinking

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Television
touchpoints
online
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Saw product on TV
Searched online
Read reviews
Visited shop
Ordered on mobile
Saw a billboard

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How focused are we on video?
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“We deliver more spots
than anyone, anywhere.”
50,000 media destinations across 78 countries

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Convergencia es un matrimonio
57

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We started the digital ad revolution

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We invented rich media advertising
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We power premium video advertising
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>80% of 2013 Super Bowl Commercials

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Driving consumer
engagement globally
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We enabled the
first dual-screen
ad campaign

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360° Campaign Management
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Intelligence in Advertising
Unified Asset
Management
All cross-channel assets
conveniently housed in
one place
Multi-Screen
Delivery
Streamline delivery of
ad content to multiple
screens anywhere
Complete Analytics
Customized reporting of content
usage and performance
Delivery of appropriate
asset to viewing device
Media neutral data
determines relevant
message
Collates information
on consumer
requirements
Performance Reach
Verification

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x

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Audience Reach
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Simplifying the eco-system
Ad
A
B

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Audience Reach
• Unified asset management distributes cross-platform
• Consumer engagement produces intelligent retargeting
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Simplifying the eco-system
Spot
Ad
Product!
DATA
“Thanks”
Spot
Spot
DATA
“Thanks”
A
B

70. Targeting
Consumer
Needs
Auto
Optimization
of Media
Two-way
communication
Deliver
Relevancy
Accurate
Audience
Measurement
Data
Utilization
Asset
Archiving
Social
Integration
Buying
Solutions
© 2013 DG Inc. All rights reserved.
Digital Distribution
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Cross Platform Campaign Management

71. DSP
Verification
Viewability
HTML5Trading
ACR
CPA
GRP
Planning
Assets
Buying
Distribution
DeliveryStandard
Ads
DCO
Optimization
Streaming
Mobile
TV
Social
Video
FormatsData
Analytics
Trafficking
Production
Storage
Archive
Rich
Media
Targeting
DR
Watermarking
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Wherever Advertising is Displayed
Streamlining Processes

72. DSP
Verification
Viewability
HTML5Trading
ACR
CPA
GRP
Planning
Assets
Buying
Distribution
DeliveryStandard
Ads
DCO
Optimization
Streaming
Mobile
TV
Social
Video
FormatsData
Analytics
Trafficking
Production
Storage
Archive
Rich
Media
Targeting
DR
Watermarking
DSP
TradingPlanning
Buying
Delivery
Trafficking
Targeting
Video
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Media Modules
The DG Value offering

73. 9
DSP
Verification
Viewability
HTML5Trading
ACR
CPA
GRP
Planning
Assets
Buying
Distribution
DeliveryStandards
DCO
Optimization
Streaming
Mobile
TV
Social
Video
FormatsData
Analytics
Trafficking
Production
Storage
Archive
Rich Media
Targeting
DR
Watermarking
Production
FormatsAssets
HTML 5
DCO
Rich Media
Video
Standard
Ads
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Creative Modules
The DG Value offering

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Insights
Analytics
your
assets
our
platform
all
screens
all
video

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Multiscreen Analytics
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•watermarking spots
•brand specific
measurement / ratings
•Industry standard currency
for TV / Online (GRPs)
•TV Ratings, OCR, XCR, etc.
+

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Multiscreen Analytics Platform
71

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TV Spots meet Online Advertising

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Ryan Manchee
Director of Innovation Strategy
@rmanchee 972.800.0737 rmanchee@dgit.com
Gracias. Your turn.