USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES

Unlocking Micro-Moments Through Programmatic

Mark Seidenfeld, Head of MBS Russia

USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES

Google Confidential & Proprietary

USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES

Google Confidential & Proprietary

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CINEMA/M&E EXAMPLEbest drama movie tonight

the walk review

the Walk movie near me

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Google Confidential & Proprietary

6:00am 12:00pm 6:00pm 12:00am

Mobile

TV

Mobile has shifted consumption habits

Google Confidential & ProprietarySource: YouTube Media Consumption Study

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I want-to-knowI want-to-watch

I want-to-find

I need-to-buy

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Reachwithat

peoplean ad

primetime

the right person

the right timethe right ad

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Google Confidential & Proprietary

USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES

Google Confidential & Proprietary

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It’s about marrying:

TechnologyInventory

Data & Insights

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Collect audience interactions across all touch points

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Google Confidential & Proprietary

Use real-time data to identify the most important moments

Regularly analyze audience, creative & media insights

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Custom audience

#1

Custom audience

#2

Custom audience

#3

Merge your organized data and build custom audiences

Google Confidential & Proprietary

First party data

Google data

Third party data

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■ Online■ Offline

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1

Organize audience

insights to find the

moments that

matterFi

rst p

arty

da

taG

oogl

e da

taTh

ird p

arty

da

ta

Site visitor

Search (Keywords)

Other

Site Recency /Frequency

New/Return users

CRM Data

Product page

Other

DMP Audience

Converters/ Goal Reach

Advert Engagement

In-market Similar Users Affinity YouTube Channel

Other API

Other segment

Other segment

Other segment

BlueKai In-market

Weather Other APITV Sync

Other

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Google Confidential & Proprietary

Capture data with every engagement point

Leverage audience driven creatives

Deliver message in the right context

Develop multi-screen experiences in HTML5

Measure and do more of what works

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Google Confidential & Proprietary

Our cross-device graph ensures reach, accuracy and user privacy slide has animation

has 7 properties with +1B users

Source: Google data, 2016

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Did the intended audience see your ad?

See

What did they think as a result?

Think

Did they take action or purchase as a result?

Do

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Google Confidential & Proprietary

USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES

Google Confidential & Proprietary

USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES

Google Confidential & Proprietary

USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES

+

=

AdsGoogle Confidential & Proprietary

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9 minspent in experienceuser generated GIFs

Google Confidential & Proprietary

400K

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Thank you

Mark SeidenfeldHead of Media Buying Solutions, Russia seidenfeld@google.com