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Digital branding'15. Programmatic Buying как способ триггерной коммуникации с пользователем (на примере бренда Philips Saeco)

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Беспрецедентный кейс по триггерной коммуникации для бренда Saeco Philips.
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Алгоритм действия вашего пользователя в Сети нелинейный. Он скачет с сайта на сайт, его что-то отвлекает от экрана, он снова возвращается в онлайн, но уже с другими мыслями. Для того, чтобы эффективно взаимодействовать с пользователем, надо создавать различные сценарии триггерной коммуникации. Это сложный, но интересный процесс, который позволяет осуществлять именно ‪programmatic‬. О том, как мы это сделали, вы сможете узнать из трехстороннего кейса Auditorius и РА Havas для бренда Saeco.

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Digital branding'15. Programmatic Buying как способ триггерной коммуникации с пользователем (на примере бренда Philips Saeco)

  1. 1. Digitalgeçfcaçeç Ifdigitalbranding Programamtic Buying KaK Cnocoö TpmrrepHoü KOMMyHMKaLLl/ wl c I'lOHb3OBaTeJ'IeM (Ha npmMepe öpeHna Philips Saeco) founaauü Anoxcoñ Exarepuna Hnropuou Kpounoa Sonuuenu-a Auditorius PA Havas Philips CcHou nder programmatic digital marketing manager manager audiggius øgâä
  2. 2. N91 cpeAvi He3aBMCMMb| X npOFpaMMaTMK- KoMnaHMñ Poccvivi a peñrmnre Digital Index 01' Adindex (2014). Kpym-ieñumñ i-ieaaancnmbiñ arperarop naHHblx O nonbaoaarennx PyHeTa Oönaaarenb coöcraenuoro, I'IOJ'| HOCTb| O aBTOHOMHOFO cTeKa nporpaMMamK- Texnonormñ O . EIOKHALIHVIKAX Bxonm' a ADV group (Tori 3 peKnaMHblX aFeHTCTB Poccvivi) KnMeHTbi: Reckitt Benckiser (Ton 3 FMCG), LVMH (Ton 3 Luxury), Hyundai (Ton 3 aaro) Bbipaumaaior aHyTpeHi-noio axcnepmay Q SE' : CO
  3. 3. HÅTTEPH FIOBEJIEHHSI FIOIIb3OBATEIIS! B CETM HEIIMHEIIIHbII/ i osuiAüireci. P PABAT KOMMYH bl M i H AVIT KAu b3OBATEfIEM! H PVI cuE A M I⁄IM C HVIM
  4. 4. TPVIITEPHÅH KOMMYHMKAHMSI - TPVII'I'EP - 3TO HeKOe COöblTlñe VIIIM ycnoane / HOBELIEHHECKME 3aB| ⁄|C$| T OT nonbsoeareneñ Jloc-mxei-me uacvorbi noxaaa N FlpocMorp onpenenennoñ crpannuu caürra Hpocmovp ponnxa no Kol-ma Flpocwiorpa öonee N cTpai-iviu Ha cañre BpeMn Haxoxçqei-mn Ha cañre öonee N MMHICGK BHELIJHME aaamcm OT BHelUHl/ IX yCflOBl/ lñ 0 BpeMn CyTOK 0 Horonnoe nsnerme O Orpanuuenuhiñ cpox geñcraun axunm mødom:
  5. 5. K E IT. c cuciiüizy: HPI/ IMEHEHME TPI/ IFFEPHOW KOMMYHVIKALIVIVI HA HPMMEPE HPOVBBOÅMTEIIH 1/93.. ii I_' rj_' M 31v'- vxw' 'V' 111W u', .. "i lm . . u. 1.40
  6. 6. AETAIIM KAMTIAHMI/ I l'lpop, yi<'r - SAECO COFFEE MACHINES Hepnon PK - 3 months (May-July, 2015) Llemn - npnaneueime KaHeCTBeHHOFO Tpacbinxa Ha cañT, KOHBepCl/ IM ("Kynmb») nMnoTHan PK c Heöonbmnm 6›o. n.›i<eToM
  7. 7. :: Aus L| EJ1EBA$I Aynwropvm 5bIJ1A PABAEIIEHA HA 3 I'PYI1I1I›I: KAXJJAH | ⁄|3 FPYFIIT HAXOÅMTCH "i ⁄'-'⁄ '- ' "W" 'li 'T7 'w ""= HA CBOEM 3TAF| E BOPOHKM 'l 'i' NHH? FIPOÅAX. Ill NIC. li: “r” | "-iI3 | '.". 'u-ui"' . . "IIG" '- CI | "'=1i'ir'u"I'iIIf' Pa3HbIM ypOBeHb 3HaHVIF| Iliilllü. Int-Phil: :rvlhilöiilä: Faauan Mowiaauvisi i , _,. ,,; ,,, ,,_, ,, ,,, ,,q; ,: : <-n-»= i.'. mIIici: i.: Tpeöyercsi paai-ian peKnaMHaa apryMei-nauinn es; _co
  8. 8. 4 KOMMYHVIKAHMOHHBIE 3AnA'-ll⁄l II: I', i ii: ll 1:; nu: 'i 'i . IICIK II nu. "'-ll: -: ".'. .». :» "EPEBECTM 'Vils' '. s: ----= I.'inIIinI: :' HOnb3OBATEJ1EI7I HÅ CHEÅYFOLHMW 3TA| 'I mqigç, '_(olI›| '|.3|: ;; u9§(o; u|; iio; : 2 wt' iI'. I:I: t-I. ', : HIH-Hi: 1(-I-iI= l.'. r-1|| I'. |:| “-› BOPOHKM HPOÅAX JJOCTMXEHVIE KOHBEPCMVI re; z' få v la] E15; ; C0
  9. 9. STAG E 'i ÅUDIENCE BUYING 3HaKOMCTBO C öpengom STMGE 2 RETARGETING HpewMymecrBa öpenna VI ocoöennocm KOHNGKUMM STAGE 3 RETARGETING Uomomb a abiöope Hyxnoü MoAeni/ i npogyxra 3 CTALIVII/ I KOMMYHMKALH/ lld . '.I'; I:ICIi'. r›. Il-iZl-IIK ""°| :|=1ZI- Zlilllwll "*'4°|1›l| Z1Z| II-i| ', 'A 'A : r “r . II-iil- I'. ""-i: IIl2l. Hull-il . quw-iiliziá' 'Plclzläil : Izr-nilül: --: II"--› '. IIUI. : Iii HIH: '_ az§| |flull . .ISI HIH? iform-VJ', .çn-ipi- . . i . . . . . . . .
  10. 10. 3 CTAJJMM KOMMYHMKALIVIVI lJUdlP Liiiu. STAGE 1 AUDIENCE BUY| NG 3HaKoMcrao C öpeHnom l/ lMIALDKEBbIVl POHMK C HEOHMÅOM HAPOEHOBBIM 3" PARTY ÅAHHbIE o MaKCMMañbHblñ OXBaT 3aMHTepeCOBaHHOñ ayÅMTOpMM Kodpemamnnbi, Kocbeaapxm M 3CFIDGCCOAMEIUJVIHl-1I ø Bbisianei-ivie creneHM norpeöHocrvi ii _. » i b500000 kyK) giiçi l1i1'v' 'g . _›. l1.4'r ›. G? Saeco
  11. 11. STAGE 1 AUDIENCE BUYING 3HaKOMCTBO c öpeugom 3 CTAÅMM KOMMYHMKAHMM s9« uudiloious o YXOA 5E3 HPOCMOTPA RETARGETING - STAGE 2 ⁄ «peaHMMauvm» MEHQEM Aprymeumumio vi KPEATMB ÆÅN- HPOCMOTPEHO HE no KoHuA Vi: RETARGETING - STAGE 2 ((pea KTM aa LIME)) o HPOCMOTPEHO AO KOHLlA FIEPEXOA HA STAGE 3
  12. 12. vñyâs 3 cTAnMM KOMMYHMKAHMM <9« oudiloriua STAGE 2 RETARGETINGwsAKmaAunm ° OTCVTCTBWE KHWKÅ RETÅRGETING - STAGE 2 c<pearwwiauvm» o KIIMK M HEPEXOA B PÅ3AEIIbI MHOO, KATAIIOI' VI I'IP. TIEPEXOA HA STAGE 3 o xoromnñ TIOCT-KJWIK HEPEXOA HA STAGE 3 Hpeviiviymecraa öpeuna vi ocoöeimocm xonnexunn Ø Saeco
  13. 13. Agiâs 3 CTAAMM KoMMyHMKAuMM 9% nudler iun OTKABbIBAEMCFl OT HOKA3OB , LUTH E 2 OHTMMV13ÅUM| I1BDHXETÅ R E TA R G ETI N G ciPEAHMMAuMSIn 0 OTCYTCTBME KJIMKA nocnennan nonhmca aannrepecoaarb G I V E U P HOIIhBOBBTEIIFI . KnnK M nocnsnyloumñ HPOCMOTP BMAEO no Kol-mA RETARGETING - STAGE 2 NPEEKTMBEUMH” o xoroumñ HOCT-KIIMK nEPExOA HA STAGE 3
  14. 14. ,, ._-, .,. __. , 3 cTAnvIvI KoMMyHMKAuMM Æ« wdllnr nu: RETARGETING . usnssos nsñcrans nomouibswöopeuyxnoñ (KI-IonKA axvnnrn, uma KYrlMTln) ”°“°"" "'°°'“'”° K O H B E P C M SI 0 OTCYTCTBME LIEIIEBOTO AEMCTBMSI GIVE UP OTKA ltiIBAFMCFl OT HOKA3OE [EWR DFTIÅMVBAUMM EPODXETA
  15. 15. OELLIASI CXEMA TPMFTEPHOM KOMMYHMKALIMM , cum nonbaoaareneñ, xoropbie nnrepecyuorcn HOKyFIKOM BANNER A BANNER C/ B BANNER D No click SELECTOR COLLECTION o GIVE UP Bounce 0 Banners C/ B Video started O Banner D >1 min, 1 click o 3"' STAGE Bounce O Banner D Add info, description, all machines 0 3m STAGE >1 min, 1 click O 3"' STAGE Bounce o GIVE UP Video Watched O Banner D ›3 min, <2 pages O 3"' STAGE @ Saeco tJLIUliLll iu:
  16. 16. OELLIASI CXEMA I I ÅIA C l Il VI IJ v ' TPMFTEPHOl/ I KOMMYHMKALll/ IM ÅRH nonbsoaareneñ, KOTO ble n å/ ;Hilnl/ Z einem/ ze O HOK HKG Y A _ Gid' t Purchase DONE $83 , in . .- , i __ *' No Purchase GIVE UP Click _ Purchase DONE “r” u l v3 I' No Purchase GIVE UP 5:25., ; co
  17. 17. l : Aves Keñc PE3XnbTATbI Osaeoo
  18. 18. PE3YII bTATbl KAMHAHMM FROM STAGE 9. TO STAGE 3 l/ IIIM YHMK. I'IOJ'II: ›3. OT HEBHAHMSI M 3HAHM$| K *Z73 'i , 'i ',7*% CAMblE HM3KME CPA M CPTU B PAMKAX PK 's IHII u I'_, -_: o u: '-3' ; z izizid" In'. P? gain] u E3 S: ;co
  19. 19. f? l en' ⁄= i"= lli; ›.l.1:s ap. .ni z-i: :Ham . nVl<§-1;'›-i'I-i›. '-1:iiçiivei . RUF ' mi: :nu . ju ip, - e-*ri. .- mv. sig; in;

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