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Getting smart with ad data and measurement nov 16

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Getting smart with ad data and measurement nov 16

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Data is transforming marketing for the better and worse. What can publishers, brands and marketers do to make sure they're planning and measuring using the data that matters?

Data is transforming marketing for the better and worse. What can publishers, brands and marketers do to make sure they're planning and measuring using the data that matters?

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Getting smart with ad data and measurement nov 16

  1. 1. Big Data, Smart Data, Fast Data Inspire Creativity and Leverage Competitive Advantage
  2. 2. 2 Data is ruining marketing
  3. 3. 3 The perpetual preoccupation with the click
  4. 4. Know what this is?
  5. 5. What’s the impact on the other 99.99%? 0.01% Click Through Rate (CTR)
  6. 6. 6 Source: emarketer July 2015 The click dominates! Metrics used to measure effectiveness of mobile advertising globally CTR: 56% Brand lift: 26%
  7. 7. 7 The adblockalypse • Is data transforming marketing for the better or worse?• Data Automation vs Data Reputation
  8. 8. What stands between marketer and consumer? 100 350 947 1,876 2011 2012 2014 2015
  9. 9. We retarget. They block. Source: Google Trends 2016 Average Jan 2012 Jan 2013 Jan 2014 Jan 2015 April 2010 Ad blocking Retargeting
  10. 10. Who’s even seeing your ads anyway? of web traffic is human are blocking adverts of impressions are viewable 40%22%44%
  11. 11. An obesity crisis in content
  12. 12. Source: Appnexus 2015 Trust is not uniform throughout the ad ecosystem 2% 4% 2% 21% 24% 32% 60% 57% 56% 17% 15% 10% No Trust Some Mistrust Mostly Trust Completely Trust Ad Tech Companies Publishers Advertisers
  13. 13. “ You might be making mistakes on the margin of error, but I believe the speed of which you get data and make decisions is more important than accuracy of the answer you get.” Jorn Socquet, VP of US marketing, AB InBev A statement to send a shudder down a market researchers spine’
  14. 14. 53%84% Of global CEOs say they lack time to think strategically about forces of disruption and innovation Of global CEOs are concerned about the quality of data they have to base decisions on Of marketers need to be more data focused to succeed Marketers don’t disagree… but there’s room for improvement… Source: KPMG Global CEO Outlook survey June 2016, Adobe Systems April 2015 86% But can you blame him?
  15. 15. 15 The solution?
  16. 16. Smart Data, Fast Data, Inspiring Data
  17. 17. 17 Ophan
  18. 18. Data can be used to simply inspire creativity in a timely fashion +
  19. 19. Analytics dashboards for advertisers…
  20. 20. 20 Real time data-driven media planning
  21. 21. 21 Pulse and Velocity
  22. 22. 22 Dynamically served contextual ads
  23. 23. 23 The power of normative data of all shapes and sizes
  24. 24. Building a normative database and unearthing new insight % uplift in ad perceptions, relevant vs non relevant editorial environment on Guardian website Informed Positive towards advertiser Benefit Appealing Travel +16% +29% +22% +40% Tech +25% +16% +16% +12% Food & Drink +17% +24% +36% +21% Finance no boost +8% +57% no boost Fashion & Beauty +21% +13% +13% no boost Arts & Entertainment no boost +16% +12% +8%
  25. 25. Normative mobile effectiveness
  26. 26. Four takeaways Harness first party data for campaign planning Inspire creativity through analytics Tell data driven stories for brands Create an advertiser rather than publisher centric view of first party data

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