Weitere ähnliche Inhalte Ähnlich wie Programmating Buying — Myth or reality? Ähnlich wie Programmating Buying — Myth or reality? (20) Kürzlich hochgeladen (20) Programmating Buying — Myth or reality?2. Real time and Data Driven Technology moves toward customization of the end
Advertiser’s needs and requirements
4. Information sample:
Bids
$1, Adfox,
brandprotection: rating
G, Adsize 160x600,
Language: en
$2, Google, Safety
level: gold , Adsize
728X90, Language: Ru,
Noticeability: "high“
Price, ssp, url, referer
Proximic: brandprotection:,
Safety level,
Category: weight,
Adsize,
Abovethefold: "medium or
high or low",
Noticeability: "high or
medium or low“
Scope: "page",
$0.5, Яndex, Category:
Language etc.
weight 100/Sports ,
Adsize 160x600,
Language: Ru,
Noticeability: “medium“,
Abovethefold: "medium"
19 mln
7. Only guarantee with a central
forecast is it will be wrong
How wrong am I
like to be?
What drives
the wrongness?
What is the impact of
being that wrong?
9. UNDERSTAND ALL ASPECTS
THAT DRIVE THE SALE
•Channel
•Site
•Day
•Time
•…
•Size
•Color
•Position
•…
•Price
•Copmpetitors
•Weather
•Economy
•…
•Age
•Sex
•Profile
•Purchase process
stage
•…
11. Funnel: mechanics and tactics
Media Tactics
Awareness
Consideration and
Engagement
Acquisition
Data Inputs
•
•
•
•
Home page takeovers
Pre-Roll video
Online Radio
High SOV site buys
•
•
•
•
Rich media banners
Mobile display
Contextual and search
targeting
•
•
•
•
•
•
Site/email Retargeting •
•
Existing customer
•
retargeting
Intent/behavioral
marketing
•
•
Demographic, HHI,
household income/credit
score
Lifestyle and interest
segments
Social connections
Offline Purchase behavior
Brand affinities
Lookalike modeling
Online purchase intent
Search behavior
Lookalike modeling