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
How programmatic is transforming digital advertising
How programmatic is transforming digital advertising
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
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
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
40
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
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
Feasible Audience Segmentation
Mes
sag
e C
on
ten
t
Sta
ticD
yna
mic
Millions Thousands Hundreds One
43
Then came the phone and computers
44
Economic and Technical feasibility – Wave 2
Feasible Audience Segmentation
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
Economic and Technical feasibility – Wave 3
Feasible Audience Segmentation
Mes
sag
e C
on
ten
t
Sta
ticD
yna
mic
Millions Thousands Hundreds One
47
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
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
Economic and Technical feasibility – Wave 4
Feasible Audience Segmentation
Mes
sag
e C
on
ten
t
Sta
ticD
yna
mic
Millions Thousands Hundreds One
53
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
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
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
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
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.
63
64
65
Define Segment
66
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
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
69
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
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
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
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:
Google Confidential & Proprietary
Agenda
● Data-driven storytelling
● The shift to HTML5
● Vertical video taking over
● Thinking with Google
WHAT WE’LL COVER TODAY:
Google Confidential & Proprietary
[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
Google Confidential & Proprietary
on site
age
gender
search
interest
device
who
Google Confidential & Proprietary
whoYou’re selling coffee machines...
Target audience: Traditionally defined by your organisation and historical info
ABC1 30-35 Female
Google Confidential & Proprietary
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
Google Confidential & Proprietary
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
Google Confidential & Proprietary
An ad in front of the right person at the right time is not enough.
Google Confidential & Proprietary
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
Google Confidential & Proprietary
“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
Google Confidential & Proprietary
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
Google Confidential & Proprietary
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
Google Confidential & Proprietary
what
Google Confidential & Proprietary
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
Google Confidential & Proprietary
Agenda
● Data-driven storytelling
● The shift to HTML5
● Vertical video taking over
● Thinking with Google
WHAT WE’LL COVER TODAY:
Google Confidential & Proprietary
Devices have shifted to HTML5
TV & Game Consoles
Tablets Phones
E-Readers
Desktop
Google Confidential & Proprietary
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
Google Confidential & Proprietary
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
Google Confidential & Proprietary
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
Google Confidential & Proprietary
Agenda
● Data-driven storytelling
● The shift to HTML5
● Vertical video taking over
● Thinking with Google
WHAT WE’LL COVER TODAY:
Google Confidential & Proprietary
Vertical video taking over
ConvertStandard Flash assets in DCM & DBM
Hand Code for greater flexibility
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+
Google Confidential & Proprietary
)
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.
Google Confidential & Proprietary
Agenda
● Data-driven storytelling
● The shift to HTML5
● Vertical video taking over
● Thinking with Google
WHAT WE’LL COVER TODAY:
Google Confidential & Proprietary
Research, insights, case studies, tools….
thinkwithgoogle.com
Google Confidential & Proprietary
Customer journey to online purchase
Full List of ChannelsBrand paid searchDirectDisplay ClickEmailGeneric paid searchOrganic searchReferralSocial
Google Confidential & Proprietary
Full value of mobile calculator
Thank you
Panel Session