.

1. Jay Thomson
CO-FOUNDER & CHIEF DIGITAL OFFICER,
HOORAH DIGITAL
JOHANNESBURG ~ OCTOBER 30 - 31, 2019
DIGIMARCONAFRICA.COM | #DigiMarConAfrica
DIGIMARCONSOUTHAFRICA.CO.ZA | #DigiMarConSouthAfrica
Data, Meet CreativeKEYNOTE

2. Data Meet
Creative
Click to add subtitle
Simon preso

3. Paid Media Intelligence.
4 November 2019

4. Jay Thomson
Co-Founder &
Strategist
Digital Transformation
Digital Disruption
Digital Strategy
Business & Awards recognition

5. Audience Based Marketing.
4 November 2019

6. Digital media is no more complicated than owning a
coffee shop. The concepts are the same.

7. AUDIENCE / PEOPLE BASED MARKETING

8. Types of Digital Ads

9. THE TREMENDOUS POWER OF AUDIENCE BASED MARKETING
IS TO REACH REAL PEOPLE ONLINE
TARGET ENGAGEPLAN

10. Global CMO’s answer: ‘What critical
skills do marketing teams need to
invest in?’
The Foundations

11. 97% Of CMOs said their companies will be accelerating their efforts
83%
Of CMOs using addressable media reported superior performance compared
to traditional ads
70% Of advertisers described their targeting results as good or excellent
66% Of advertisers are increasing their investment in paid tech & tools
63% Of advertisers reported improved click-through rates
Global CMO Survey For Audience Based Marketing

12. 70%
70% OF MEDIA INVESTMENTS ARE
MANAGED INACCURATELY,
AS TARGETING IS INACCURATE
RESULT
MEDIA WASTAGE

13. EXAMPLE

14. The 4 R’s of R.O.I.
BRAND
REACH
CONTENT
RELEVANCE
PROSPECT
REACTION
IMPACTFUL
RESULTS
R.O.I
$
The Foundations

15. NICOLE
TRANSACTIONAL
ACCOUNT
STUDENT
LOAN
CUSTOMER

16. CAPE TOWN 3 YEARS BROWSING
NICOLE

17. NICOLE

18. INACCURATE. WHY?
BEHAVIOUR

19. WITH THE RIGHT TECH &
APPROACH THE FOLLOWING
WOULD HAVE HAPPENED:

20. NOT SEEN
BY NICOLE
HAVE ACCOUNT(S)
NO ACCOUNT(S)
BEHAVIOUR =
BROWSING FOR CAR
DMP
SEGMENTS

21. Dynamic Creative

22. Objective is:
RIGHT MESSAGE
TO RIGHT PERSON
AT RIGHT TIME
ON RIGHT DEVICE
Reducing media wastage
Tracking customer life-cycle
Building & learning 24/7/365

23. LET’S GET INSPIRED BY
THE POWER OF PAID MEDIA

24. The challenge
Black & Abroad, a multi-platform travel & lifestyle company dedicated to
redefining world experiences for the modern Black traveller ran a pan-
African tourism campaign with a positive, political and empowering
message.
The solution
The ‘Go Back to Africa’ campaign reframed the way people think about
Africa, by creating a platform that displaces the hate surrounding the
racial slur “Go Back To Africa”.
By blacking out hate-fuelled Twitter posts and reframing them against
words and images showing the beauty and diversity of all African
countries, the brand is putting a positive and uplifting spin on a negative
and disparaging narrative.

25. Cannes Creative Data Winner

26. The Foundations
What the the different types?

27. Paid media can grow brand, as well as
performance.
Q: How can paid media play a part in both brand building, and
performance?
Brand / Product
Awareness, Brand
Love
Brand / Product
Performance
The Foundations

28. MICRO MOMENTS

29. I-need-some-
ideas Moments
Inspiration
Which-one’s-
best Moments
Research
I-want-to-buy-it
Moments
Purchase
Consumers (individuals) live in micro moments.

30. ➔ Brands need to be present
➔ Be relevant
➔ Available in the moment
Life is now lived in the moment

31. ALWAYS-ON

32. An Always On campaign is this consistent
awareness that happens in the background so that
you remain top of mind -
and then in between that you run your campaigns so
that you don't see as drastic a dip in traffic and
sales numbers.

33. Multiple siloed campaigns Consistent, Always On campaigns
Shorter, inconsistent campaigns create a
fleeting spike in engagement.
With peaks, come troughs.
Smaller activities within an always-on
campaign based around a long idea
generates continuous and increasing
engagement.
Always-on vs campaign-based marketing

34. Education Consistency Relevance
Education that
inspires online
users
Providing users with
quality content on a
consistent basis
Attracting new
customers, rather than
chasing them
Acquisition
Resulting on the
acquisition of a new
customer
What does Always-On mean?

35. Paid Media Intelligence.
Complete the sentence…
What you can’t measure...
you can’t manage!

36. Why Data-Driven Creative
Changes Everything
An introduction to data driven creative

38. And why should you care
Why Data-Driven Creative
Changes Everything

39. …. More clients :)
First: Lets get clear on terminology
Data-Driven Creative leverages customer data
via machine assistance to create personalized
ad executions for increased performance and
maximum ROI.

40. Current creative process

41. Flip the processFlip the process

42. FACT
Great Media without great Ad performance
is a total waste of time and money.
Media x Ads x Action = ROI

43. How does this look
for consumers / customers?

45. Yet creative is basically never in the moment...

46. Ads - What's possible?

47. Simple data signals that
drive creative

48. Dynamic Ads
Ads can be created that detect the
consumers location, and show them
the nearest stockist location.
● With the correct data, we are able
to build and manage Retail Store
Locations
● Can display Franchise Branding
● If stock levels vary per store, this
can also be managed (although it
is more complex)

49. GEO TARGETING
Proximity targeting:
● Retail chains - targeting the
proximity of where the
business chain is located
● Postal code - only pushing a
ads to specific postal codes
● Radius targeting based on
where people live vs where
business are located
● Paid search ads based on
location specific searches
● Use dynamic creative based
on store location and user
location

50. Weather & time of the day signals
Targeting & Programmatic Content based time of day and weather

51. Add context to brand creative, or accelerate delivery when conditions are perfect.
Weather Triggered Ads
IF weather
Is ‘sunny’
and > 18°
THEN colour
your summer
IF weather
is ‘snow’
THEN
trigger
xDrive
campaigns

52. Time Based Ads
Vary the advertising message for
key times.
● Morning
● Tea time
● Lunch break
● Home time
● Commuting
● Eg: Stimulate purchase at lunch
break, or whilst shopping for
dinner on the way home.

53. Day Based Ads
Use unique messaging & creative to
match the day.
● Day of the week (Week day vs
Weekend).
● Public holidays.
● Eg: “Got the Monday blues?”
● Eg: “Had a big weekend?”
● Eg: “Get ready for Friday night”

54. Inspiration &
Lifestyle Activity
Based Ads
Drive lifestyle related Ads &
develop Niche strategies for key
areas, such as:
○ Tourism
○ Weekend activities
○ Did-you-knows
○ Traffic
○ Night time activities.

58. Platform - What's possible?

59. Platform - What's possible?

61. Platform - What's possible?

62. Flip the processIn summary

63. AUDIENCE
SEGMENTATION &
SPECIFIC AD GROUP
TARGETING
First
Party
Data
Target
with
ads
WEBSITE
Dynamic Creative Performance
Marketing Framework
Google
Studio &
DSP
Third
Party
Data

64. Targeting: A tech-stack approach to successfully
activate the whole media journey
Centralized Tracking & Analytics
CMP / Dynamic
Creative Sales & e-Com
Dynamic Product
Feeds & targeting

65. Q&A
Jay Thomson
Co-Founder & Strategist
jay@hoorahdigital.com
+27 74 777 7888

66. THANK
YOU