Cross channel advertising by Aljosa Jenko

CROSS CHANNEL ADVERTISING

Aljoša Jenko Founder and CEO

Webit 2013

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THE KEY QUESTIONS

• What are the key challenges of cross channel advertising?

• What are the preconditions for its successful execution?

• What are the key benefits?

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CHALLENGE 1: FRAGMENTATION OF USER BEHAVIOR AND

MULTI DEVICE AND MULTI CHANNEL MEDIA CONSUMPTION

4

4

MO

BIL

E

DIS

PLA

Y

VID

EO

SO

CIA

L

SEM

E-M

AIL

CHALLENGE 2: PROCESSES AND ORGANIZATION ARE NOT ALIGNED WITH FRAGMENTED DIGITAL MEDIA CONSUMPTION

LINEAR ADVERTISING APPROACH

Campaigns are still managed across one or few channels, which are managed individually

FRAGMENTED DIGITAL MEDIA CONSUMPTION

Users continuously switch among multiple channels

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CHALLENGE 3: INCREASING FRAGMENTATION OF

AVAILABLE TECHNOLOGY AND INVENTORY SOURCES

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THE CURRENT DIGITAL ADVERTISING REALITY

• Multi channel

• Multi device

• Highly fragmented

MEDIA

CONSUMPTION

FRAGMENTED

SUPPLY

• Single channel

• Single device

• Channel

specialists

• 1000s of publishers,

ad networks,

exchanges, DSPs…

ADVERTISING

APPROACH

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HTTPOOL’S COMMITMENT

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KEY ENABLERS OF CROSS CHANNEL ADVERTISING

• A single cross

channel and cross

device platform

TECHNOLOGY METHODOLOGY FULL ACCESS

• Cross channel

specialists &

approach

• Local and

international

inventory sources

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TECHNOLOGY

Full support based

on a cross channel

and cross device

marketing platform

that will use artificial

intelligence to

manage and

optimize ad

campigns based

on predefined KPIs.

enabler commodity special function full support

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METHODOLOGY

A cross channel approach based on channel roles, attribution

modeling, dynamic creatives, autamatic rules and clearly defined KPIs.

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FULL ACCESS

AD NETWORKS PROVIDE AGENCIES FULL ACCESS TO BOTH PROPRIETARY

AND 3RD PARTY INVENTORY IN AN OPEN CO-OPETITIONAL ECOSYSTEM

One platform for

multiple channels

and devices.

All targeting options.

Broadest range of

pricing models.

Premium, secondary

premium and long-tail

inventory; across major local and international

publishers, exchanges

and ad networks.

Full range of ad

formats.

ADPLATFORM

HTTPOOL AD

NETWORK

Facebook

campaign

management tool

Including viewable

impressions and

interactions

Access to

global and local

inventory

Ad delivery across

all channels and

devices

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KEY CHALLENGES, ENABLERS AND BENEFITS

OF CROSS CHANNEL ADVERTISING

EXLOITING

SYNERGIES

INCREASING

EFFICIENCY

ENABLING

SIMPLICITY

CROSS CHANNEL

PLATFORM

CROSS CHANNEL

APPROACH

BROADEST

INVENTORY

SOURCES

FRAGMENTED

MEDIA

CONSUMPTION

LINEAR

ADVERTISING

APPROACH

FRAGMENTED

SUPPLY SIDE CHALLENGES

ENABLERS

BENEFITS

E: jenko@httpool.com

W: www.httpool.com

Aljoša Jenko Founder and CEO