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How to activate data in a programmatic approach of traditionnal media ?
18/9/2015 - Hugues L. Rey
From Reach to Audience
Mass Media Advertising, a very old business…
An acceleration on innovation these two past decades
By 2018, 60% of the Advertising will be Programmatic
Consumer = Evaluate & Share
2. Intitial Consideration
3. Moment of Purchase
1. Trigger
Active Evaluation
Post-Purchase
Loyalty Loop
The consumer journey we had in mind five years ago is now obsolete
Programmatic RevolutionRedefining the way we buy media, with a cascade of benefits :
✓Scalable
✓Granular
✓Data-Driven
✓Targeted
✓Algorithmic
Relevance and GranularityAudience is the New Reach
Of WALES Prince
Of DARKNESS Prince
Born in 1948 Grew up in UK Married 2nd Time 2 Children Successful
in Business Wealthy
One by one targeting & pricing aka audience
planning
Less, but better …R.O.I. multiplied
Budget Traffic Conversion16% 4%
57%84% 96%
43%Traditionnel socio-démoProgrammatique Comportemental x3
Programmatic is not only Digital (US, Australia, etc.)
THE UK CASE, A Big CHALLENGE
SME’S: A DIFFICULT AUDIENCE TO REACH
SME’S: A DIFFICULT AUDIENCE TO REACH
BUT NOT IMPOSSIBLE TO TARGETUse of Smart Data to select OOH most relevant media
placements by combining 5 data sources: AXA: PPP SME Audience Information OCS: Proprietary research and insight Route Outdoor Media Analysis: Industry data and audience research UK National Statistics: SME Statistics for the UK EE: B2B Mobile Data (use of business profiles)
GOING FURTHER
By increasing the data used for selecting OOH/DOOH placements By adapting the DOOH to the mood of the target
Source: Havas MMS 2015
Optimize TV Communication
WHAT ARE WE ACTUALLY TALKING ABOUT ?
HOUSEHOLD ADRESSABLEAds targeting specific homes by inserting the ads via addressable set-top boxes
VIDEO ON DEMANDAds targeting specific homes and audiences into Video on Demand programs
AUDIENCE ADRESSABLEAds targeting specific programs and dayparts by audience attributes
COMBINATION OF AUTOMATION + SHARP TARGETING
AUTOMATION OF MEDIA-
PLANNING AND OPTIMIZATION
PURCHASE ANDBEHAVIORAL TARGETING
AUTOMATION ALREADY EXISTS IN FRANCE BUT ONLY ON SOCIO-DEMO TARGETING
1 – SET-TOP BOX VIEWING DATA
> Log files
1 – IMPLEMENT DATAS TO TV
WHAT ?
WHO ?
2 – HOUSEHOLDS PROFILES
3 – PURCHASE / BEHAVIORAL DATAS
OPTIMIZE THE TV CAMPAIGNS WITH PURCHASE BEHAVIORAL TARGETS
+ ADVERTISERS’ DATAS
2 – AUTOMATE AND OPTIMIZE THROUGH AN END-TO-END PLATFORM
PURCHASE AND BEHAVIORAL TARGETS
PLAN, BUY , OPTIMIZE& MEASURE
TV PRIVATE MARKETPLACES
PROGRAMMATIC PLANNING, OPTIMIZATION, REPORTING
TV CHANNELS INVENTORY “PUSHED” IN ONE TV
ONE TV PLUGGUED TO THEIR BOOKING SYSTEM
3 – BUILDING YOUR SEGMENTS
1 – SET-TOP BOX VIEWING DATA
2 – HOUSEHOLDS PROFILES
3 – PURCHASE / BEHAVIORAL DATAS
4 – MEDIAMETRIE PANEL DATAS
ONE TV CAN BUILD THE PURCHASE/BEHAVIORAL TARGETS WITH A PARTNER
SRP - Collecting data from Social & TV Interaction
Challenges and Opportunities
Programmatic in Belgium is only/mainly Digital !
To go further2 prerequisites
Adressable Media DevelopmentData Access
