DMA Digital Futures

Todays agenda9.50 - Matt Smith - equimedia

How programmatic is transforming digital advertising

10.20 – Stephen Yeo – Panasonic

The next step in marketing evolution

10.50 - break & opportunity to network

11.10 - Claire Snook – Sixth Sense Social

Why Social Media is becoming critical for all businesses

11.40 - Darragh Daunt – Google

The important trends in marketing today

12.20 - Panel discussion

12.40 - Closing remarks

David Reed, ChairmanEditor - DataiQ

Welcome!

Matt Smith, equimediaMedia Planning Manager

@equimedia



Matt SmithMedia planning manager

#digitalfutures@equimedia

The “age of programmatic”

A changing media landscape

Connected Audiences

Speed and adoption of growth

IAB Media Owner Sales Techniques 2014 Report

Rise of the machines?

The benefits of programmatic

Customised audience targeting

Relevance

Efficiency

Reach and scale

Measurement and optimisation

The age of programmatic

Technology

PeopleData

“Programmatic is defined as the harmonious relationship between human

insight, data and technology to serve relevant ads to users as they move between

various channels and touch points.”

Putting data at the heart of it

Think about your audience

Context is king!

Real-time improves relevance

A great example from Kit Kat

Programmatic premium

Quality content is important

Creative is important too

Another example from B&Q

Looking ahead: the growing role of

programmatic

Cross-channel view of the consumer

Programmatic is expanding into other channels

Programmatic video in action

Programmatic ad spend is on the rise

IAB Media Owner Sales Techniques 2014 Report

The programmatic age is here

Getting the balance right

Technology

PeopleData

“Programmatic is defined as the harmonious relationship between human

insight, data and technology to serve relevant ads to users as they move between

various channels and touch points.”

Any questions?

Stephen Yeo, PanasonicMarketing Director

The next step in marketing evolution

34

The Next Step in Marketing Evolution

Bristol, 7th July 2015

Stephen Yeo, Marketing Director,

Panasonic System Communications Europe

35

Agenda• Introduction

• A Brief History of Marketing

• The next evolutionary step

• What is Marketing Automation?

• How it can drive one-to-one conversations

• Example of results

36







37

Panasonic Global Business

70% B2B in 2014-15

Appliances company

AVC Networks Company

Eco Solutions Company

Automotive and Industrial Systems

Company

Introducing PanasonicFounded 1918

294K employees

$75B annual revenue

Over 15K products

Ranked #1 patent producer 2013

38

Marketing & sales companies

R&D and other companies

Manufacturing company

Operates in more than 35 countries

HQ in Wiesbaden, Germany and Bracknell, UK

Employs more than 10,000 people in Europe and CIS

European Manufacturing and R&D

Panasonic in Europe

39

Bringing together 15 product ranges:

Multi-functional printers

SIP terminals

PBX telephone switches

Professional scanners

Security products

Access control

Cameramanager

Broadcast products

Industrial medical vision

Professional display

Projectors

Panaboard

Rugged mobile PC and tablets

Mobile printers

EPOS

Fire alarm

Panasonic System Communications

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41

The Evolution of Marketing

Feasible Audience Segmentation

Mes

sag

e C

on

ten

t

Sta

ticD

yna

mic

Millions Thousands

Goal

Hundreds One

Evolution driven by technology and cost per lead

42

Economic and Technical feasibility – Wave 1


Mes

sag

e C

on

ten

t

Sta

ticD

yna

mic

Millions Thousands Hundreds One

43

Then came the phone and computers

44



Mes

sag

e C

on

ten

t

Sta

ticD

yna

mic

One to Millions One to Thousands One to Hundreds One to One

45

Then came the Internet

46



Mes

sag

e C

on

ten

t

Sta

ticD

yna

mic


47







48

Why could we never create a one-to-one dialogue… that was

economic?

49

Alan Turing test

definition of intelligence: a computer is intelligent if and only if the test fails to distinguish it from a human being.

50

Campaign-of-one test

definition of campaign-of-one: a campaign-of-one is where a computer can address a person with a campaign that makes that person feel they are directly being spoken to about their needs and that triggers response.

The only way to make it economic for 99% of cases

51

This is solved withMarketing Automation

52



Mes

sag

e C

on

ten

t

Sta

ticD

yna

mic


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54

Marketing CycleSuspect

CustomerProspect

Dem

and Generation

Sales and Channels

Inst

alle

d Bas

e M

arke

ting

Awareness

Lead generation

Installed base marketing

Closing tools

Infrastructure

55

Marketing Automation feeds pipeline

Marketing Automation

CRM

Suspect

Customer Prospect

Dem

and Generation

Sales and Channels

Inst

alle

d Bas

e M

arke

ting

56

CRM and MAT always in sync

57

What is Marketing Automation?

DatabaseSuspects & customers

Data cleaning

Data enhancement

CampaignsDefined audience to database segment

Undefined audience campaigns (trade shows, inbound web leads)

Campaigns can be automated using templates

58

Design studioEmails, response web pages, forms

Receives all unqualified leadsWeb

Trade shows

Email

Lead scoring

Lead routing

What is Marketing Automation? (2)

59

Build campaigns

Assets

• Emails

• Forms

Workflow logic

Lead scoring

Data set

• Target suspects

60

Trigger campaign on activity/change in data value in salesforce.com

Trigger campaign on interaction with your company via website

Respond to a prospect filling out a form, visiting your pricing page etc

Trigger campaign based on email behaviour Respond to prospect clicking link in email, opens email etc

Real-time Event-trigger

61







62

How do we create 1-2-1 adverts?

Marketing Automation

Lead scoring, Auto-form fills

Advertising

Behavioural targeting, Contextual targeting, Re-targeting

Individual in Marketing Database

Trigger = Lead score, Target Customer etc

Advert

For the first time we can show a unique advert

economically to a single individual.

65

Define Segment

66







67

These examples are NOT using the recently announced Ad-bridge

technology

68

Each contact works harder

Collect contacts atTrade shows

Inbound calls and forms

Create a long relationshipNewsletters

Invites

Promotions

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Example: Integrated Systems Europe

Our biggest annual tradeshow10-12 February 2015, Amsterdam€60M pipeline

70

Booth visitor growth through engagement

ISE 2013 ISE 2014 ISE 20150

500

1000

1500

2000

2500

ExistingNew

Sca

nned

boo

th v

isito

rs

Mar

keto

in

tro

du

ced

Engagement

Engagement

10 Feb – 26 Mar 2015283 click email link231 visit web

71

New customers per month growing

72

Marketing Assisted Pipeline

€ 78,187,728

€ 130,566,451

€ 176.973.954

€ 0

€ 50,000,000

€ 100,000,000

€ 150,000,000

€ 200,000,000

FY12 FY13 FY14

Mar

keto

73

Campaign Contribution

11%

24%

32%

0%

5%

10%

15%

20%

25%

30%

35%

FY12 FY13 FY14

Mar

keto

74Marketing campaigns per year

1 campaign every 2.2 working hours

174380 902

Campaign every 2 working hours (48 weeks per year)

Mar

keto

One campaign every 2 working hours

Coffee Break

Claire Snook, Sixth SenseSocial Media Group Head

@6thsensesocial

Why Social Media is becoming critical for all businesses

sixthsensesocial.co.uk

Social media& marketing

Claire Snooksocial media group head, sixth sense

#DigitalFutures

@6thsensesocial

Social media today

Talk (and sell) directly to your audience

Global snapshot

• 7.2 billion

people

• 3.01 billion

internet users

• 2.07 billion

active social accounts

Social account holders

2.2 hours/day

2.7 hours/day

4.3 hours/day

0.7 hours/day

2.4 hours/day

Time spent on social media

2015 Stats

94% Tumblr’s YoY active user-base growth. Facebook’s dropped 8%.

56% Snapchat’s yearly growth rate.

46% Instagram growth year-on-year. It’s now bigger than Twitter.

50x more engagement on Instagram than Twitter

Facebook serves more video views than YouTube.

Active users

Facebook Twitter Instagram Pinterest LinkedIn -

200

400

600

800

1,000

1,200

1,400

1,600

1,415

288 300

73

347

Active Users (in millions)

Facebook Twitter Instagram Pinterest LinkedIn -

0.5

1.0

1.5

2.0

UK average daily use (hours)

Daily use

Benefits of social media

Talk directly to your customerget insight into their

behaviourneedswants

connect for meaningful relationships

Increase trafficMonitor reputationCustomer service

The limits haven’t been reached

Selling on social media

Example content

Performance Summary

99.4% of conversations took place externally from MCD

social channels

Content

Total Views

1,152,287

Facebook

Impressions1,082,2

48

Avg. Time

on Page

3 mins

Talking to your audience

Your audience

Who are they?

Where are they?

What do they say?

Who do they listen to?

A brand’s audience

Taylor Swift vs Katy Perry followers

Social strategy

Building relationships takes timeYour role is

supportiveadvisoryauthoritative

Help them decide to buy rather than asking them for the sale

The building blocks

Objectives&

Goals

Audit Plan Profiles Publish

ChannelsInfluencersCompetition

EvaluateAdjust

The best way to boost ROI?

Listen and respond to your audience.

Don’t forget….

People who follow you may not be customers – yet

The importance of influencers

Community authority

They speakpeople listen

https://www.youtube.com/watch?v=ckiQV_0RXyU

Big influencers

Influencers operate at every level:

International

National

Regional

Local

Community

Content?

Connection is king.

If you build it,they will

come.

Content

Don’t play the

numbers game

Make it

personal

Be humanBe yourself

Don’t be scared

Split test content

Monitor responses

Be open and honest

Good content

BMJ infographicFord Mustang Vine

Integrated Approaches

https://www.youtube.com/watch?v=jCEiGLPmjgQ

ASB Bank

Enter by likingMore likes, lower the rateReal-time

21,496 entries17,778 leads229 conversionsNZ$4.5 million in revenue

BT’s cost reduction

Customer service

Improved relationships

Increased loyalty

£2 million / year

Free Stuff

FollowerwonkDig deeper into Twitter analytics

TopsySearch and analyse the social web

FeedlyAggregate content from around the web in one place

And finally…

If you’re unsure about using social media for this particular

generation, I can guarantee the next one will absolutely be

on social

sixthsensesocial.co.uk

Thank you!

Darragh Daunt, GoogleHead of Platform Sales

Thinking with Google

Thinking with Google

Darragh DauntHead of Platform Sales, Independent Agencies

Google Confidential & Proprietary

Agenda

● Data-driven storytelling

● The shift to HTML5

● Vertical video taking over

● Thinking with Google

WHAT WE’LL COVER TODAY:


[proh-gruh-mat-ik]

Who

Organisation to

customer centric

Your actual

customer vs.

assumed audience

Where

Campaign to

always on

In the right

moment

What

One message to

personalised

Right story,

delivered in context


on site

age

gender

search

interest

device

who


whoYou’re selling coffee machines...

Target audience: Traditionally defined by your organisation and historical info

ABC1 30-35 Female


know your actual customers

find the right

prospective customers

eliminate waste

Smarter segmentation signals in the digital age

Fashion forward

who

Mom

Food apps

Travel tips

In market

Income


whereReach your customers at the moments that matter

alarm8:00am

map12:00p

m

news8:00pm

news9:00am

trip adviso

r2:45pm

shop10:00p

m

social10:00a

m

video4:45pm

social11:00p

m

social10:00a

m

video4:45pm

shop10:00p

m


An ad in front of the right person at the right time is not enough.


whatChallenges for digital creatives today

● Media tech receives more investment

than creative tech

● Data is rarely shared with

creatives

● RTB means less lead time for

creatives

● HTML5 is not fully embraced

● While media budgets in digital are

increasing, creative budgets often

decrease

Frequency with which marketers use data signals to adapt creative messages

41%

2%

27%

Source: eMarketer “The Rise of Creative in a Programmatic World”, Feb 12, 2015


“To get real value out of programmatic, we have to get the creative right, and truly hold our consumers’ hands through their journey with Coca-Cola with relevant messaging. Without the right message, programmatic buying will not reach it’s full potential. To make this happen at scale, we have to revisit our internal process and our processes with media and creative agencies.”

~ Johan Houban, Global Head of Programmatic, Coca-Cola

Source: (1) Adexchanger; (2)MyThings Creative Best Practices

Creative matters

Creative variables account for more than half of the total sales impact of a campaign

Dynamic messaging has a 50% higher CTR

compared to static messaging

what


whatFive Tactics for improved digital storytelling

3) Capture data with every

Engagement and use the signals to develop a story over time

4) Develop

Multi-screen experiences in

HTML5

1) Audiencedriven comms strategies for each

segment

2) Deliver messaging in the right

context & moment

5) Measure what works for each audience segment, message, and format


what

NSW Rural Fire Service - Australia

geo, smart bid optimisation, sequential messaging

Fire feed powers the creativebased on geo within 30 seconds

increased bid ceiling for at risk areas

CTR increased by 530%

73% of people in the high risk area saw the ad


what

http://youtube.com/v/GtJx_pZjvzc


what


whatPeugeot Turkey unifies it’s digital marketing &

leverages dynamic creative to reduce costs and improve cross channel decision making

Jul 14

Aug 1

4

Sept

14

Oct

14

Nov 1

4

Dec

14

15% monthly drop in cost per lead

98% reduction increative costs

98%

shift to always on strategy with

deeper consumer

insight


Agenda







Devices have shifted to HTML5

TV & Game Consoles

Tablets Phones

E-Readers

Desktop


The web and mobile OSs are shifting to HTML5

Browsers pause Flash plug-in by default

Mobile OSs don’t support Flash

Publishers are shifting to HTML5 to enable better mobile experiences. Inventory available for Flash ads is declining.

This means a backup image will show instead of your ad.

Publishers are moving to HTML5

To become more power efficient, browsers are pausing Flash content. This means Flash ads will not animate unless a user clicks.

0%of mobile OSs support Flash


New battery-saving setting in Chrome impacting ads

Flash ads to be click-to-play!

Google Confidential & Proprietary 142

Flash vs. HTML5 device support

Flash vs HTML5 acceptance

reached a tipping point in

2012, but required the

development of creatives in

both languages to get

maximum reach. This is

now no longer the case.

Creatives can now shift to

one authoring mode of

HTML5. As of May 2015, ~96% of desktop browsers support

HTML5


DoubleClick can help!

ConvertStandard Flash assets in DCM & DBM

Template Generator & Studio Layouts for quick creation

Design & develop in HTML5 from scratch or templates

Hand Code for greater flexibility

Intuitive design or editable code

https://support.google.com/dcm/answer/6094448?hl=en

https://support.google.com/bidmanager/answer/6109250?hl=en

http://www.richmediagallery.com/tools/template-generator

http://www.richmediagallery.com/tools/template-generator

https://www.google.com/doubleclick/studio/#layouts:

http://www.google.co.uk/webdesigner/


Agenda







Vertical video taking over

ConvertStandard Flash assets in DCM & DBM

Hand Code for greater flexibility

https://support.google.com/dcm/answer/6094448?hl=en

https://support.google.com/bidmanager/answer/6109250?hl=en

80%of all online traffic will be video consumption by 2018

The definition of TV has changed

Within the past month, on which screens have you watched original TV series?

Source: comScore

83%92%

96%

Traditional TV

44%

28%

17%

Desktop / Laptop

Computer

49%

29%

18%

Tablet

31%

14%5%

Smartphone

Age 18-34Age 35-54Age 55+


)

Millenials are

2x more likely to be focused

while watching content on

smartphones vs. TV

Programmatic Video

Give the user choice

Source: Ipsos MediaCT and Innerscope Research Inc., UK 2011

People who choose to view a Skippable Pre Roll ad are 75% more engaged than users who had to view a standard Pre-roll ad

Maximise impact:

Programmatic Video 31

Workflow automation will deliver real value to programmers

Data will be leveraged to enable cross screen audience sales

Looking Forward: Programmatic TV

“Programmatic TV” will slowly evolve towards a real value proposition for the entire ecosystem

Programmatic pipes will grow demand for scatter and undersold inventory

1. 2. 3.


Agenda







Research, insights, case studies, tools….

thinkwithgoogle.com


Customer journey to online purchase

Full List of ChannelsBrand paid searchDirectDisplay ClickEmailGeneric paid searchOrganic searchReferralSocial


Full value of mobile calculator

Thank you

Panel Session

DMA Digital Futures

Marketing

Transcript of DMA Digital Futures