What is a beautiful constraint? Industry innovations: Identity technology - Who we target? Geo Fencing - Where we target? Campaign Management - how to win back your time?

1. Proudly hosted by
in partnership with

2. Today’s Agenda
Speaker 2
James Sampson
dataxu
Speaker 1
Gil Snir
Bench
Panel Discussion
Facilitated by Michael Troumbas
Natalya Pollard
LiveRamp
Host
Esther Carlsen
Bench
Andrew Livingston
MullenLowe Mediahub
Gai Le Roy
IAB

3. Gil Snir | Bench
Disruption and Innovation
for 2019

4. Our Beautiful Constraints
Disruption and Innovation in Digital Media 2019

5. Our Beautiful Constraints
Changing Landscapes
Brief background
Identity
Who we target
Location
Where we target
Time
How we can win back our time
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6. Born in Sydney in 2012
Completely independent
60-strong team across two offices
Representing 20 countries
Global Reach
Completely tech + stack agnostic
Objectives and outcomes focused
Performance & through-the-funnel
Learnings from over 1,100 Australian
Programmatic Campaigns

7. Platforms & Environments

8. 3rd Party Data Providers

9. To Unify a Complex Landscape
Campaign
DSP Ad Platform
Inventory
Exchanges
DMP
Data
Provider
Analytics
& Ad Server

10. ● Strong purpose
What is a
beautiful
constraint?
● Limited resources
● Disruptive innovation

11. We’ve Been Innovating from early on

12. We are forced to do more with less

13. An Identity Constraint

14. Projected Annual
Revenue FY 17/18
Tertiary educated,
disposable income
Female, 25-34
Decreasing use of
social media
Does not watch
linear television
Meet Emily
Emily is the
exact audience
for 75% of briefs
Subscribes to
Netflix
So how do we reach her?

15. On-demand is becoming the medium of choice
Live Streaming and
Video On Demand (VOD)
Video On Demand (VOD)

16. BVOD is growing
OzTAM’s viewer
data showed that
across H2 2018, a
monthly average of
12 million unique
devices were
connected to
BVOD Services

17. A Beautiful Constraint

18. A TV Constraint: Controlling the message
Device
Program
IP

19. Innovation: Fused graph technology
This means:
● Granular
targeting using a
cookie
● Frequency capping
to manage cost
efficient reach
● Ability to map
a conversion
● Sequentially
message

20. A Location Constraint

21. 7.2m
Retail advertisers face this challenge every day
Global PlacesLocation Validation Stack Place Attachment Observation Graph
QUALITY LAT/LONG
DATA
QUALITY PLACES DATA PLACE ATTACHMENT OBSERVATION GRAPH

22. Multi Channel Geo-Fencing
Mobile geo-location data providing the the most quality and accurate 1st party
user places data.
Some Use Cases:
● Retarget audiences based on where they’ve been
● Target users in a specific location
● Target users based on lifestyle attributes
● Attributing users based movements - “footfall”
● Suppress an audience
DisplaySocial
TV Native
Video
Audio

23. Changing the Goals
In Store Conversion Rate In Store Visit Rate
Test (Exposed) 0.0147%
Lift = 31%
0.0224%
Lift = 36%
Control (Not Exposed) 0.0112% 0.0164
Ad Impressions In-Store Conversions In-Store Visits
Test Ad 3,499,871 515 78
Control Ad 3,516,100 394 57

24. A Time Constraint

25. Time is our most
constrained resource
Agencies that use their time more
effectively, win
Creative media agencies are the disruptors
We believe this lies in the ability to move
quickly, to collaborate effectively and to be
agile in decision making

26. Bench Discovery - Planning a brief
Using Bench Discovery and
Briefing tools. Marketers can
easily capture business and
marketing briefs and turn
them to a comprehensive
digital media plan.
●

27. Bench Media Plan
Different teams and
stakeholders can dynamically
collaborate and align on the
media, budget and goal
planned across different
digital ad platforms.
●

28. Bench Audiences
Easily plan Audience Profiles
for all platforms and channels
in one place and hone in on
the best way to reach your
target market.

29. Plan, edit and upload assets
whilst controlling approvals for
all ad types and Channels.
Experiment with multiple ad
versions to discover what
message moves your target
market.
Bench Messages

30. Creative
Ad OperationsStrategy
Client

31. Evaluate your campaigns
results easily in one place to
save time and confusion. Gain
visibility on what works where
and get actionable insight to
evolve your communication.
Bench Analytics
and Reports

32. EVOLVE
Post Review
Reporting
ANALYSIS
Early Monitoring
Optimisation
Strategy to Scale/Uplift
Support
EXECUTION
Platform Training
Ad Operations
Account Management
Campaign Management
Setup and Trafficking
Audience Setting
Kick Off
Support
PLANNING / DISCOVERY
Discovery Meeting
Strategy Development
Proposal Development
Strategy Review & Estimates
Proposal Presentation
Negotiation
CAMPAIGN
STRATEGY
CYCLE
86% reduction in
time of tasks

33. If given the time back,
what would you do?

34. Summary
Your constraint can be your edge
Identity is the catalyst for smarter media
Location is enabling online to offline
Time is our most expensive commodity - we can win it back
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What’s your beautiful constraint?

35. Thank You
Gil Snir
Chief Commercial Officer
gil.snir@benchplatform.com