Media Innovation Group presents an overview of the Digital ecosystem and the constant changing field of display advertising. Media Innovation Group provides insight on how best to manage and leverage digital technology. First presented at eShow Lisbon in October 2012.
12. What is a DMP?
Display RTB Search Social Video Mobile
Data Management Platform
13. Data Management Platform Defined
Data Management Platform
What It Is What It Does
Unified data platform for Creates a new knowledge
digital marketing ecosystem
Data – integration, storage Optimization – greater control
and management over results
Insight – across all Market Making – right ad to
performance drivers right customer
Management – across all Valuation – linkage to
campaign levers business metrics
To power new go-to-market models
15. Why is this important for marketers?
Awareness Social / Display / PR /
Gaming/ Home Page
Take Overs
Research Search / Social
Purchase/Trial Search / Display
16. Advantages of a Data Management Platform
Prove the value of cross-channel activity
Understand and enhance a user’s online experience
Create strong, tactical real time bidding campaigns
Eliminate audience buying inefficiencies
Establish the value of branding exercises
Appreciate performance from top
to bottom of the funnel
Segment & target audiences based
on ad, campaign, media exposures,
etc.
16
18. The Media Agency Approach is Broken
Media buying is no longer the sole purview of media agencies, and clients have many more
choices when selecting partners for optimized digital media management.
(…)
Agencies talk the talk, but most don’t walk the walk. Most agencies are still reliant on
outmoded business models *…+ and practices such as hiring inexpensive, inexperienced media
buyers rather than high-cost analytics and optimization gurus.
(…)
And since many agency pitches are starting to sound the same, it shouldn’t surprise anyone that
marketers often defer to procurement departments to drive down agency compensation to the
lowest possible rate. And similarly, marketers shouldn’t be shocked to receive the lowest common
denominator of service, and results, in return.
Forrester Report, Selecting Digital Media Buying Partners, June 2012
20. Who are the Media Innovation Group?
• Challenges facing agencies
• Pressures to provide more due to economic situation
• Over 15 years old with $100m technology investment
• Wholly owned division of 24/7 Media
• WPP owned company
• Proprietary technology for all digital data solutions
• Expertise in media technology, buying and optimisation
• Working with ad agencies, creative agencies and clients
direct on a local and global basis
21. MIG Global
London
Paris
Beijing
Los Angeles New York
Mumbai
Singapore
Sao Paulo
22. MIG Europe
• Main EU office in London
•35 staff in the EU with full time support on a global level
• 60% of our business is European
• Currently serving ads in most EU countries
• Working closely with regulatory services on cookie laws
24. MIG Technology
INTEGRATED ANALYTICS
AND REPORTING
Verification 3rd Party Data 3rd Party Research Creative Optimization
Display RTB Search Social Video Mobile
3rd Party Ad Serving CRM Data Network Aggregation
DATA MANAGEMENT PLATFORM
240 BILLION EVENTS TRACKED IN 2011
25. Digital Marketing Landscape Today :
Too Much of a Good Thing?
Ad Networks Data Aggregators & Suppliers
Ad Exchanges and SSPs Ad Servers DSPs
Creative Optimization Ad Verification and Privacy
25
27. Mastering Digital Markets for Marketers
Single Point of Access
One-Team Approach
Analytics-Driven Consulting
Technology
27
28. Reporting and analytics
Data Management Platform
Attribution Reports Audience Reporting Look-alike Reporting
Who did what, when and how 3rd party data profiling How do we scale campaigns?
(horizontal vs vertical solutions)
29. Temporal Effects // Day of the Week
Impressions and Conversion Rate Index by Day of Week
70,000,000 140
Impressions Conversion Rate Index
60,000,000
A.M. P.M. 120
Conversion Rate Index
Impressions
50,000,000 100
40,000,000 80
30,000,000 60
100
20,000,000 40
10,000,000 20
0 0
0 Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Day of the Week
*Unique Conversions Only
30. Temporal Effects // Hour of the Day
Impressions and Conversion Rate Index by Hour of Day
30,000,000 160
Impressions
Conversion Rate Index 140
Conversion Rate Index
25,000,000
A.M. P.M.
120
Impressions
20,000,000
100
15,000,000 80
60
10,000,000
100 40
5,000,000
20
0 0
0
Hour of the Day *Greenwich Mean Time
*Unique Conversions Only
31. Combine all Digital Technology into one Buying
Point for Agencies and Advertisers
Display & RTB
Control Social
Advertiser Targeting
Video
Optimization
Agency Media Strategy
Mobile
Transparency
3rd Party Data
3rd Party Technology
31
32. Path to Conversion
The longer view-through path, the better conversion rate
Exposure 5 Exposure 4 Exposure 3 Exposure 2 Exposure 1 Total Path Total Conversions Conversion Rate
Impression 31,588,328 16,635 0.0527%
Impression Impression 8,980,080 9,045 0.1007%
A.M. P.M.
Search term Impression Impression 4,784,100 5,952 0.1244%
Impression Search term Impression Impression 3,008,502 4,176 0.1388%
Impression Impression Search term Impression Impression 12,329,577 31,507 0.2555%
Conversion Rate per View-Through Path
100 0.30%
Conversion Rate
0.25%
0.20%
0.15%
0.10%
0.05%
0
0.00%
1 2 3 4 5
Number of Impressions in Path
*Unique Conversions Only
33. Italian Food Company
Objectives Drive online traffic to the client’s website Results Over a six week period the number of
and get them to sign up for product unique users had increased by 15% with the
promotions unique frequency cap
Target users that had not been to the client The cost per lead of consumers signing up
website before for registration reduced by 38% over the
campaign period
Approach Targeting consumers from online cooking
websites to create brand awareness
Limit the campaign to late afternoons only
during purchase consideration period
Retargeting of those who had been to the
site but not signed up for promotions
34. Pan European Consumer Electronic Company
Objectives Drive online sales of laptops and electronic Results Cost of sale was reduced by 36% over the
accessories in various markets campaign period
Maximise reach in 6 EU countries to ensure Each market saw significant reductions over
brand awareness is high the campaign 6 week lifetime
Approach A combination approach was taken to use
network aggregation and our proprietary
RTB platform to ensure maximum cost
efficient reach
Reallocate media budgets accordingly to the
most optimum performing websites
Apply daypart targeting based on product
promotion periods
36. Summary and conclusion
• The world is continuing to digitise at an exponential rate
• Data is being generated by everyone
• Media can no longer be viewed as individual vertical channels
• Marketers need to centralise this data to be able to make
targeted decisions in a fragmented digital world
• A data management platform is essential to make this happen
• The media model is evolving to address this
37. “You can have data without information, but
you cannot have information without data.”
- Daniel Keys Moran
37 Source: McKinsey; Winterberry
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Who are weWPP/ 247 / GroupMWhy are here todayBackground between us and Grey EMEAChallenges facing creatives in 2012Commercial JV partnershipWe’re not a normal agencyWe are fully conversent with local laws on cookie regulation
Skilled and experienced strategists with a one-team approach closely integrated with agency and advertiser, seamlessly turning creative and strategy into media execution.Offering a single point of access to every digital audience, enabling precision targeting and sophisticated analytics driving ROI.Executing an analytics-driven consulting business model that is truly aligned with intelligent digital media managementLeveraging an industry-leading platform with the technology and trading scale that powers the worlds largest buyer of media, WPP.
Streamline media buying and management across the complex digital marketplace, increase transparency, improve campaign performance and maximize ROI.