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Programmatic planningbefore buying© TNS 2016
Programmatic planningbefore buying The key to better attribution and ROI
Programmatic planningbefore buying© TNS 2016
Growing relevance of programmatic planning?
Programmatic: focus on technology Strategic planning before buying
Why programmatic ad buying is (currently) problematic
Time
Tech
nolo
gy
evol
utio
n
Remnant
RTB DMPs/DSPs
Direct video, native
Cross-device
2
Programmatic planningbefore buying© TNS 2016
Strategic programmatic planning: multi-faceted
Personalisation to brand DNA
Data driven personalised
creatives
Beyond consumers to people
Cross-media programmatic
planning
New horizons of digital media
Media–Marketing to consumer of one
Personalisation to attribution
3
Programmatic planningbefore buying© TNS 2016
Harnessing social media for personalised content/context strategy
Personalisation to brand DNA and data-driven creatives
Personalised content streaming to nano-segments informs programmatic strategyData from a TNS self-funded case study in QSR category
19%Surprised with happy b’day song and cake @nandos. Singing happy b’day like mental in nandos.Celebrating the arrival of new MF member – Rob – with a great traditional welcome meal @gbkburgers – amazing service today. Warm and fun-filled.
12%
Data driven personalisation
creativesPersonalisation to brand DNA
Stimulation segment Nano-segments to target
4
Programmatic planningbefore buying© TNS 2016
New opportunitiesUncover broader partnership/ sponsorship opportunities
PromotionSALE
Events Noveltyfactor
NEW
Beyond consumers to people Activating new brand experiences
Beyond consumers to
people
5
Programmatic planningbefore buying© TNS 2016
Cross-media programmatic planningHarnessing mobile micro-moments to drive ad clickability
Today Outcome
3%Shoe ad clickability
60%Shoe ad clickability
Tomorrow
DeviceWho
Interest areas
Day,time
Situation Location
Define micro-moments
Source: Kantar Mobile behavioural panel. 12,000+ respondents over 14-month data
Cross-media programmatic
planning
6
Programmatic planningbefore buying© TNS 2016
New horizons of programmatic mediae.g. utility bills as a media of the future
Similar households
Energy consumed by washing machine 24% 3%
Washing mode % %
Results Personalised messagingto drive behavioural change
EconomyCotton 100 4060
New horizons of digital media
8
Programmatic planningbefore buying© TNS 2016
New marketing applications
Existing applications (better delivery)
Today
New horizons of programmatic mediaMedia–Marketing to consumer of one
Today Tomorrow
Media–Marketing to consumer
of one
9
Programmatic planningbefore buying© TNS 2016
Strategic programmatic planning: multi-faceted
Personalisation to brand DNA
Data driven personalised
creatives
Beyond consumers to people
Cross-media programmatic
planning
New horizons of digital media
Media–Marketing to consumer of one
Personalisation to attribution
3
Programmatic planningbefore buying© TNS 2016
Mathematical – modelled
Conventional route:
Technological – measured
New route:
These change the paradigm of attributionPersonalisation or mix modelling for attribution
Personalisation to attribution
Format
Channel Mom
ent
Device
10
Programmatic planningbefore buying© TNS 2016
But, can we scale strategic planning to buying?
Is it applicable across categories?
How do we ensure omni‑channel harmonisation?
But does it work – will this drive impact?
12
Programmatic planningbefore buying© TNS 2016
Programmatic to drive penetration and loyalty
Steady
Loyalty
Increase spend
New users
Opportunity1.7%
Decreasedspend
Defections
Pene
tratio
n
13
Programmatic planningbefore buying© TNS 2016
With impressive results
514%Lift in sitesales
15%Lift in sales
14
Programmatic planningbefore buying© TNS 2016
Success driven by more targeted creative
Acquire new users
Build current users
Loyalty
Pene
tratio
n
Address the leaky bucket
15
Programmatic planningbefore buying© TNS 2016
Brand IQ drives growth
Omni-channel alignment around a strong personality drives irresistibility… and success
Brandusage
Brand IQ
Potential irresistibilityIrresistible advantage
Brandpersonality
Blogs
News
16
Programmatic planningbefore buying© TNS 2016
Using a brand personality framework as a touchpoint lens
Planning tools can help drive alignment
News sites!
Fun-lovingCarefree
FriendlyApproachable
CaringSensitive
FocusedCompetent
DynamicIndependent
Strong-willedPowerful
17
Programmatic planningbefore buying© TNS 2016
Audi perfection at every layer and in every medium
Website
18
Programmatic planningbefore buying© TNS 2016
Strategic planning
Multi-faceted: driven by brand objectives
AdTech Buying
Projection Technologyto automate
Programmatic strategy then programmatic buying = precision marketing
19
Programmatic planningbefore buying© TNS 2016 19
Thank you
Sunando DasHead of Marketing Analytics & Data Sciencesunando.das@tnsglobal.com
Phil SutcliffeDirector, Offer & Innovationphilip.sutcliffe@tnsglobal.com
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