For better or worse data is transforming marketing. At the heart of this transformation however are two very different worlds that still do not integrate with each other effectively: the traditional world of media planning and the new world of ad tech and programmatic. Yet there could be so much value for consumers and brands and publishers if we brought the two together and introduced programmatic insight into the media planning process.

1. Prepared by Ian Gibbs
May 2016
Data Automation
vs. Data Reputation:
Is data transforming marketing
for the better or worse?
1 Prepared by

2. 2 Is data transforming marketing for the
better or worse?
Data Automation vs Data Reputation
Data
Reputation?
Data
Automation?

3. 3 Is data transforming marketing for the
better or worse?
Data Automation vs Data Reputation
Source: Appnexus 2015
Trust is not uniform throughout the ad ecosystem
2%
4%
2%
21%
24%
32%
60%
57%
56%
17%
15%
10%
No Trust Some Mistrust Mostly Trust Completely Trust
Ad Tech Companies
Publishers
Advertisers

4. 4 Is data transforming marketing for the
better or worse?
Data Automation vs Data Reputation
Data
Reputation?
Data
Automation?

5. 5
Two good, two bad
Is data transforming marketing for the better or worse?Data Automation vs Data Reputation
So how is data
transforming
marketing?

6. 6
The perpetual
preoccupation
with the click
1.
Is data transforming marketing for the better or worse?Data Automation vs Data Reputation

7. The perpetual preoccupation with the clickData Automation vs Data Reputation
Know what this is?

8. The perpetual preoccupation with the clickData Automation vs Data Reputation
What’s the impact on the other 99.99%?
0.01%
Click Through Rate
(CTR)

9. 9 The perpetual preoccupation with the clickData Automation vs Data Reputation
Source: emarketer July 2015
The click dominates!
Metrics used to measure effectiveness of mobile advertising globally
CTR:
56%
Brand lift:
26%

10. The perpetual preoccupation with the clickData Automation vs Data Reputation
An obesity crisis

11. 11
The
adblockalypse
2.
Is data transforming marketing for the better or worse?Data Automation vs Data Reputation

12. The adblockalypseData Automation vs Data Reputation
What stands between marketer and consumer?
100 350 947 1,876
2011 2012 2014 2015

13. The adblockalypseData Automation vs Data Reputation
We retarget. They block.
Source: Google Trends 2016
Average Jan 2012 Jan 2013 Jan 2014 Jan 2015
April 2010
Ad blocking
Retargeting

14. 14
Getting
Creative
3.
Is data transforming marketing for the better or worse?Data Automation vs Data Reputation

15. Getting creativeData Automation vs Data Reputation
Creativity matters
Source: Cannes Lions 2012 & James Hurman ‘The Case for Creativity’ 2011
In the year preceding them winning the Cannes Lions Advertiser of
the year each company below recorded an all-time high share price.
2006 2007 2008 2009 2010 2013

16. Changing, not
re-affirming
behaviours

17. 17
Harnessing
first party
data for planning
4.
Is data transforming marketing for the better or worse?Data Automation vs Data Reputation

18. 18
Ophan

19. Creating an advertiser-
centric rather than
publisher-centric
view of the world

20. Harnessing first party data for planningData Automation vs Data Reputation
Painting a picture of an audience
…and football contentEngaging with politics… …and live updates

21. Using that picture to tell a story
Harnessing first party data for planningData Automation vs Data Reputation
Business Decision Makers
C-Suites
Business Travellers
Most likely to found on desktop throughout the day
Strong overlap with:Advertiser Audience content consumption by day
% page views by day part
Tablet
Smartphone
Desktop

22. Harnessing first party data for planningData Automation vs Data Reputation
Unpicking the content that engages

23. Harnessing first party data for planningData Automation vs Data Reputation

24. In summary….
Data is a lens, not the answer
Be creative with data
Value your first party data