Finding the Way to the Consumer. Jak wybrać 45 najlepszych in Walled Gardens. prezentacji na FORUM?

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1 Finding the Way to the Consumer Jak wybrać 45 najlepszych in Walled Gardens prezentacji na Joanna Christopher Komuda, Murphy IAB Polska Global Chief Strategy Officer, Accuen

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4 Walled Garden: [Wawld Gahr-dn] Consumer companies that offers ad solutions with persistent identity for cross-device targeting & measurement, while restricting access to their data and media to only their platform.

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6 UTILITY +CONVENIENCE VALUE

7 Top 10 Mobile Apps by Unique Visitors Facebook YouTube Facebook Messenger Google Search Google Play Google Maps Pandora Radio Gmail Instagram Apple Music 3 5 ComScore Mobile Metrix, US, 18+, June 2015

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10 CONSUMER ADVERTISER

11 18% media spend off-target 16% unattributed conversions Reach overstated by 9% Frequency understated by 10%

12 March 13, 2012 October 18, 2013

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14 April 13, 2016 DoubleClick for Publishers launches First Look

15 5 months 1 day

16 Too Much Ad Tech? Buffering

17 Too Much Ad Tech? Buffering AT&T Free Msg: More than 90% of the MB of shared data for your AT&T Mobile Share group has been used. If 100% is used, we ll add 1GB of shared data for $15. To check your data use, dial *DATA# (*3282#).

18 Too Much Ad Tech? Buffering AT&T Free Msg: More than 90% of the MB of shared data for your AT&T Mobile Share group has been used. If 100% is used, we ll add 1GB of shared data for $15. To check your data use, dial *DATA# (*3282#).

19 NO I CO?

20 From the beginning, I kept saying it's not the technology that's going to entertain audiences, it's the story. The computer is a tool, and it's in the service of the story. John Lasseter Chief Creative Officer Pixar & Walt Disney Animation Studios Principal Creative Advisor, Walt Disney Imagineering Co-Founder of Pixar Animation Studios

21 Optimized Message, Optimal Moment *

22 Before You Buy Please THINK OF STRATEGY!

23 Planning with the Consumer at the Center Structure Elements Business and Marketing Goal Focus Consumer-Centric

24 Planning with the Consumer at the Center Structure Elements Business and Marketing Goal Focus Consumer-Centric Business Goals Marketing Objectives Role of Media Programmatic Tactic KPI

25 Planning with the Consumer at the Center Structure Elements Business and Marketing Goal Focus Business Goals Marketing Objectives Role of Media Programmatic Tactic Consumer-Centric AUDIENCE: Who is my target consumer? SCREEN: Where are they consuming digital media? FORMAT: How do I convey the message? INVENTORY: Where can I reach them that aligns with the brand? KPI

26 A Better Path to the Consumer Anywhere Break Ground Start with Strategy to get a solid brief and foundation in place Build the Structure Draft a cohesive plan that builds upon business and marketing goals Select the Right Elements Mix of the right inventory, screens, formats based on consumer target behavior. Consider trigger events or consumer signals. Put the Pipes Together Select the technology that will make this plan executable with maximum effectiveness Evaluate the Results Map KPIs back to the business and marketing goals

27 Put the Pipes Together Select the technology that will make this plan executable with maximum effectiveness Data, Ops, & Inventory Platform (Accuen Platform)

28 1. Stay Positive 2. Challenge The Whole Marketplace 3. Story & Strategy Before Platform 4. Plan for Integration 5. Stay Flexible

29 Jak wybrać 45 najlepszych prezentacji na ONE MORE THING