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ADVERTISING INTELLIGENCE “PERSONALIZED” CREATING BUSINESS WITH PERSONALIZED DISPLAY ADVERTISING IN IOT WORLD KAPIL KANUGO TWITTER: @KAPILKANUGO

Creating business with display advertising in internet of things world

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Display advertising through Story Telling in Internet of Things connected world.

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Page 1: Creating business with display advertising in internet of things world

ADVERTISING INTELLIGENCE

“PERSONALIZED”

CREATING BUSINESS WITH PERSONALIZED DISPLAY ADVERTISING

IN IOT WORLDKAPIL KANUGO

TWITTER: @KAPILKANUGO

Page 2: Creating business with display advertising in internet of things world

“DISPLAY ADVERTISING THAT ENGAGES THROUGH

STORY TELLING “

Page 3: Creating business with display advertising in internet of things world

INTERNET OF THINGS: EMERGING ADVERTISING TRENDS IN IOT NEEDS A NEW APPROACH TO HOW ADVERTISING IS DELIVEREDTARGET MARKET SEGMENTIOT DEVICES, APPS AND PUBLISHING MEDIUMS

This trend is going to grow and people will be using following types of devices daily1.iPhone/ Smartphone2.Tablet (iPad)3.Laptop/Ultrabook/MacBook4.Smart TV’s5.Smart devices used in

industries for location tracking ,asset, payments etc

Page 4: Creating business with display advertising in internet of things world

HOW BIG IS MARKET?• BY 2013, 2 BILLION PEOPLE IN WORLD ARE CONNECTED TO INTERNET. BY 2013, AROUND 3 BILLION PEOPLE ARE CONNECTED VIA PHONES INCLUDING SMARTPHONES.

• BY 2013, AROUND 1 BILLION PEOPLE IN WORLD ARE BROWSING WEB WITH ATLEAST 1 DEVICE AND ALMOST 500 MILLION ARE BROWSING WITH AT LEAST 2 INTERNET CONNECTED DEVICES.

Page 5: Creating business with display advertising in internet of things world

THE ABILITY TO MODEL, IDENTIFY, UNDERSTAND, MEASURE, AND TIMELY REACT TO SENTIMENT, OPINION, PREFERENCE, AND BEHAVIOR EXPRESSED IN THIS UNSTRUCTURED CONTENT WILL TRANSFORM THE WAY COMPANIES INTERACT AND MANAGE RELATIONSHIPS WITH THEIR CUSTOMERS.

Page 6: Creating business with display advertising in internet of things world

THIS INVOLVES USING THE CONVERGENCE OF CLOUD RESOURCES WHERE MORE AND MORE INFORMATION WILL FLOW IN AND OUT FROM, ANALYTICS BASED ON SMART DEVICES WHICH HAVE SENSORS FOR GPS LOCATION , WEATHER ETC AND THEN ANALYZE THE INFORMATION BASED ON FOLLOWING QUESTIONS.

1.HOW THESE DEVICES ARE USED?

2.HOW ARE USERS USING DEVICES, TO WHAT EXTENT, FOR WHAT FUNCTIONALITY?

3.HOW ARE USERS LIFE MANAGED OVER DIFFERENT DEVICES?

4.HOW ARE BUSINESSES GOING TO BENEFIT FROM THESE KNOWLEDGE?

Page 7: Creating business with display advertising in internet of things world

• GLOBAL TREND SHOWS THAT WORLD IS BECOMING MORE AND MORE MOBILE CONNECTED

PERSONAL DEVICES NEED TO CONVEY ADS “PERSONABLY”

1. More eyeBalls

2. More Ads/Clicks

3. More Selling

Customer discovers Ads on:1. App2. Browser

Mobile is Personal Device

Personal Devices need PERSONALIZED Ads for user to be engaged

Ads should be

1. More Personable

2. Establish instant human connection

3. Act as Assistant

Buzz: Ad

network

delivering

story

1. Banner Ads2. Video Ads3. Image Ads

Solution Native Ads

Page 8: Creating business with display advertising in internet of things world

FORMULA FOR SUCCESSFUL STRATEGY

CREATE SUCCESSFUL ADS

MORE CLICKS MORE PURCHASES MORE REVENUE

Page 9: Creating business with display advertising in internet of things world

WHAT DO CONSUMERS WANT TODAY

Page 10: Creating business with display advertising in internet of things world

ADS THAT ARE “COMPELLING TO CLICK” (METRIC)

Page 11: Creating business with display advertising in internet of things world

ADS THAT ADD VALUE TO THEIR EXISTING

LIFE

Page 12: Creating business with display advertising in internet of things world

ADS THAT ARE ENTERTAINING, ADD SURPRISE ELEMENT,

GENERATE BUZZ, EXCITEMENT

Page 13: Creating business with display advertising in internet of things world

ADS THAT DO NOT TRY TO SELL STUFF ALL THE TIME AND ARE NOT IN YOUR FACE ALL THE TIME

Page 14: Creating business with display advertising in internet of things world

ADS THAT DO NOT INTRUDE ON PRIVACY AND DO NOT CROSS LINE

Page 15: Creating business with display advertising in internet of things world

WHAT DOES ADVERTISERS WANT TODAY

1.ADDS VALUE TO CONSUMERS LIFE

2.TARGET RIGHT AUDIENCES FOR RIGHT PRODUCT AT RIGHT TIME

3.ACTIONABLE LOOP CONNECTING ADVERTISING TO SALES

4.LESS $$ EXPENSE/MANAGEMENT OF CAMPAIGNS WITH ACCURATE ANALYTICS

Page 16: Creating business with display advertising in internet of things world

Should Lead to: 1.More Click Rate2.More Purchases

online3.More Sales/ROI4.Save More $$

Should lead to:1.Increase in Brand

Awareness/Brand Lift/Brand Loyalty

2.Increase in Human connection/Sentiment with Brand

3.Decrease in investment of time/effort/money for better ROI

Page 17: Creating business with display advertising in internet of things world

“Story Telling” Ad Delivery Platform

Ad network Platform

STORY TELLING IN AD

Data Mining and

Analytics

Unique Ad Delivery based on

Data

Satisfy what Advertisers

Want

Satisfy what Consumers

Want

Page 18: Creating business with display advertising in internet of things world

• CURRENT USER SEGMENTATION IS NOT ENOUGH

• NEED FOLLOWING MODEL TO TARGET ADS MORE EFFECTIVELY AND ACCURATELY

EFFECTIVE USER TARGETING AND AD DELIVERY TECHNIQUE USING ACQUISITION, ANALYTICS, API AND INTELLIGENCE

StaticDynami

c

Self LearningIntelligen

ce

1. Browsing Persona2. Buying Persona3. Device Level Persona4. Demographic5. Social Persona

1. IoT API Intelligence for Dynamic Env

1. Adaptive Intelligence

2. Suggestive Business Intelligence and Analytics

1. Decrease Accidental Clicks

2. Monetize 100% installs of apps

3. Shows Ads when user is most likely to click and buy

Page 19: Creating business with display advertising in internet of things world

CUSTOMER ANALYTICS: LEVEL 1

Music

News

Social

Video/Shows

Email

CloudIDi Browsing Persona

Shoes

Food

Furniture

Books

Clothes

CloudIDi Buying Persona

1. Each Pie can further be observed into detail when clicked to find for each ClientID

2. Relevant Ads from Advertisers of each category will be shown to all people who

have >20% Pie share in either of above charts3. All the users with >20% Pie share will be grouped together to observe the Ad campaign impact for each Ad so that AI logic is updated.

Static

Browse and Buy APISurvey APISocial APIIoT API Metrics:

• IoT Device Info – Smart Home metrics• GeoLocation• Time• Weather • Camera• Position

• Latitude• Longitude• Altitude• Speed/Motion• Accuracy

Dynamic

Page 20: Creating business with display advertising in internet of things world

STORY TELLING ADS DELIVERY PLATFORM

1. How to use Data derived from User and convert that into Dynamic Real time Story?

2. A Story that implies curiousity, Funny, excites, surprises, guides, helps, adds value3. Creative visuals, images combined with Real time data to invoke two metrics:

1. Compelling to Notice (CTN) metric2. Compelling to Click(CTC) metric

Its 70deg in San Luis, go take a drive in a sunny weather

Are you feeling cold in Tahoe? I think I am, that’s why I got my coffee from Starbucks just right

around Main circle

Did you not like the Pizza Ad that we showed you on your iPad? No worries,

there is still time left for flight and Peets coffee on Gate12 has some

great Bread today.

Tired in Yosemite? Make sure you don’t forget your Soda cans, Map and Your morning Starbucks Coffee before

you leave in morning.

Save Energy. Save Planet. Participate if you also vow to control electricity bills in and around Los Gatos during

this summer.

Do you know what would be crazy at this hour? Drinking 3 bottles of

budweiser with my friend Joe. But that’s just me!

Brand Brand

BrandBrand

BrandBrand

Some Creative Advertising Techniques

Page 21: Creating business with display advertising in internet of things world

TECHNOLOGY

Client id 1 Client id 2 Client id 3 Client id 4 Client id n

Cloud identity

Device id 1 Device id 1 Device id 1 Device id 1 Device id 1

All activity from apps/browsers for each Client and Device is Logged Real time

A unique customer Analytics map is formed to keep Data analytics for User Preferences

Device 1:All apps

integrating API will track user activity

and sync with cloud

1. Cookie is dropped to track activity

2. REST/JSON API is used to interact with Ad server and display ads

Ad Network:Product Functionality1. SDK/API/Website/App2. Real time Analytics tool3. Campaign Creator/Tracker4. Suggestion AI Engine

Devices Like:1. Multiple Mobile Devices2. Connected Cars3. Wearable Tech4. IoT devices

Page 22: Creating business with display advertising in internet of things world

• MOBILE AND TABLET COMPUTING, BROWSERS AND NEW APPLICATIONS

• WEARABLE COMPUTING LIKE GOOGLE GLASS AND INTERNET OF THINGS FOR HOME/BUSINESS

• INFLUENCER ANALYSIS WITH GRAPH ANALYSIS TO UNDERSTAND ONLINE BEHAVIOR FOR PEOPLE BUYING PATTERNS

• PERSONAL HEALTH MANAGEMENT

• BUSINESS INTELLIGENCE AND ADS WITH TAXIS

• CITY DEMOGRAPHICS + LOCAL/SOCIAL CONNECTIONS

• REAL TIME RETAIL STORE MAPS AND DYNAMIC AD TARGETING+ STORE STATISTICS

• FOOD/SAFETY

• BUSINESS LOGISTICS AND INTELLIGENCE

• ENERGY, SMART GRID AND INDUSTRIAL AUTOMATION

• E-BIZ, MEDIA AND ENTERTAINMENT, TV, NEWS, GAMES ETC

USE CASES FOR NEW EMERGING BUSINESS MODELS THAT CAN BENEFIT WITH IOT BASED AD PLATFORM:

Page 23: Creating business with display advertising in internet of things world

COMMON USAGE MODELS FOR REAL TIME AD TARGETING USING AD API:

• DYNAMIC PRICING REAL TIME, PERSONALIZED AD AUTO PROMOTION/COUPON, SOCIAL NETWORK CONNECTION

• RETAIL LIKE WAL-MART HEAT MAP, HOT MERCHANDISE, BROWSING HISTORY, CONVERSION RATE

• USER BEHAVIOR, USER LOCATION, WEATHER, TIME, MOTION, ALTITUDE, BUYING PATTERNS ETC

Page 24: Creating business with display advertising in internet of things world

CUSTOMER DISCOVERY: (CUSTOMER TODAY OWNS MORE THAN 2+ MOBILE/TABLET DEVICES.)

• HOME - STATIONARY

• WORK - DYNAMIC

• OUTDOOR• MALL/SCHOOL/COLLEGE/HOTEL - PLACES

• DRIVING/WALKING/BUS/TRAIN- MOTION

• TRAVELLING OR VISITING(IN TOWN OR OUTSIDE) ETC. - TRAVEL

Page 25: Creating business with display advertising in internet of things world

BROADER PERSPECTIVE:

1. IMPROVED PROJECTIONS ABOUT SALES

2. COMPETITIVE ADVANTAGE

3. INCREASED PRODUCTIVITY, EFFICIENCY, SUPPLY CHAIN

4. ROI, SALES

5. ENGAGEMENT WITH ADS

6. ROI , PERFORMANCE

7. BRAND LIFT, BRAND LOYALTY, BRAND AWARENESS

KPI METRICS:

1. KPI METRICS ABOUT AD DELIVERY AND PERFORMANCE( CTR, CPC, CPM, CPA ETC)

2. ACTUAL VIEWERSHIP AND EXPOSURE TIME

KPI: WHAT DO BUSINESSES CARE ABOUT AND WHAT ARE WE GOING TO DELIVER THROUGH AD NETWORK

1. Quantitative indicators which can be presented with a number.

2. Qualitative indicators which can't be presented as a number.

3. Leading indicators which can predict the future outcome of a process

4. Lagging indicators which present the success or failure post hoc

5. Input indicators which measure the amount of resources consumed during the generation of the outcome

6. Process indicators which represent the efficiency or the productivity of the process

7. Output indicators which reflect the outcome or results of the process activities

8. Practical indicators that interface with existing company processes.

9. Directional indicators specifying whether an organization is getting better or not.

10.Actionable indicators are sufficiently in an organization's control to affect change.

11.Financial indicators used in performance measurement and when looking at an operating index

Page 26: Creating business with display advertising in internet of things world

Internet of Everything based Ad Network Platform.

Machine Learning, Cognitive Learning

and Artificial Intelligence based Ad

Platform

Accurate tracking of metrics and sensors for effective ad delivery

Best in Class Business Analytics, Business Intelligence and Ad delivery platform

Works for integration with iOS, Android and any modern website on top web browsers.

Real-time remote sharing with co-workers, boss about analytics, performance of campaigns and Recommender Engine to change campaign on the fly.

Securely Share Dashboard images, convert into PDF files, Import CSV/Excel sheets for big

Integration with Dropbox, Google, AWS, GDocs and Box. Allows integration with all top Business Analytics softwares and partners

Data encryption using password protection and 256-bit data encryption. (SSL)Just like your bank.

Privacy Safeguards for user Private Identifiable Information

Page 27: Creating business with display advertising in internet of things world

PRODUCT DIMENSIONS

IoT Ad networ

k

RT Business Intelligence

RT Business Analytics

Performance Dashboards

App, SDK, API, Website

Real time AI Recommende

r Engine

Real time AI Ad Targeter

IoT REST API

Integration with Pre-existing Business Processes

Cloud Identity Management

Real time Bidding,

Billing and Monetization

Security and Data

Protection

Video and Banner Ad

Management

Customized Business Solution

Page 28: Creating business with display advertising in internet of things world

ESSENTIAL BUILDING BLOCKS FOR API BASED AD NETWORK STRATEGY

• OVERVIEW / LANDING PAGE

• GETTING STARTED

• DOCUMENTATION

• CODE SAMPLES

• BLOG WITH RSS

• SUPPORTED FORUM

• FREQUENTLY ASKED QUESTIONS

• PRICING AND RATE LIMITS

• TERMS AND CONDITIONS

• SELF-SERVICE REGISTRATION

API MONETIZATION STRATEGYAPI Discovery and Integration

on-boarding, exploration, education

authentication, code

samples

testing

monitoring

sandboxing

Page 29: Creating business with display advertising in internet of things world

1. WE ARE AFRAID THAT WE WILL BE OVEREXPOSING OUR BUSINESS ASSETS TO OUR COMPETITION

RESPONSE: UNDERSTANDING COMPETITIVE ADVANTAGES AND PROTECTING THEM IS A CRITICAL ASPECT OF OUR API DESIGN AND OFFERING. USING RIGHTS MANAGEMENT CAN ENABLE YOU TO EXPOSE THE RIGHT ASSETS TO RIGHT AUDIENCE, ALLOWING YOU TO PROTECT YOUR ASSETS

2. WE ARE AFRAID OUR CONTENT MAY BE MISUSED

RESPONSE: CONTENT AVAILABLE VIA WELL-MANAGED API IS AT LESS RISK THAN CONTENT AVAILABLE ON WEBSITE. YOU CAN IDENTIFY A PARTICULAR ABUSIVE USER AND SHUT THEM DOWN, OR IF AN INAPPROPRIATE APP IS WRITTEN, YOU CAN DENY API ACCESS TO THE WHOLE APP

3. WE ARE AFRAID OF THE LOAD ON OUR SYSTEM

RESPONSE: LOAD ON SYSTEMS IS GOOD AS IT MEANS YOUR AUDIENCE IS GROWING, EITHER IN UNIQUE USERS OR LOYALTY METRICS. YOUR SYSTEMS MIGHT NEED SOME PERFORMANCE TUNING OR YOU CAN USE THIRD PARTY VENDORS TO HELP MANAGE THE INFRASTRUCTURE PART OF API.

4. WE ARE AFRAID OF SECURITY THREATS

RESPONSE: SECURITY THREATS EXISTS WITH ANY SYSTEM EXPOSED OUT OF COMPANY’S FIREWALLS. WE HAVE ALL SECURITY MEASURES TO SAFEGUARD AGAINST ALL SUCH THREATS

OBJECTIONS TO API STRATEGY FROM BUSINESS CUSTOMERS AND ITS RESPONSE

Page 30: Creating business with display advertising in internet of things world

1. WHO WILL USE API? (INTERNAL STAFF, CIO, PARTNERS, DEVELOPERS, SITES, TV, IT PROFESSIONALS)

2. WHAT ASSETS WILL BE MADE AVAILABLE THROUGH AN API?

3. WHO SHOULD HAVE ACCESS TO EACH TYPE OF AVAILABLE ASSETS?

4. HOW WILL THESE ASSETS BE MADE AVAILABLE THROUGH API?

5. WHAT TYPES OF APPLICATIONS COULD BE CONSTRUCTED USING API INTEGRATION?

6. WHAT WILL MOTIVATE DEVELOPERS, PEOPLE TO USE API TO CREATE APPS?

7. HOW WOULD THOSE TYPES OF APPS CREATE VALUE FOR EVERYONE INVOLVED?

8. HOW WILL AUDIENCE DISCOVER THE APPS MADE WITH API?

9. WHAT ARE KEY KPI’S OF AD CAMPAIGN SUCCESS MEASUREMENTS FOR BUSINESS USING API?

10. HOW WILL API BE INTEGRATED FOR REAL TIME DATA/ADVERTISING CAMPAIGN ANALYSIS?

11. HOW WOULD THIS API BE SECURE FOR BUSINESSES DATA?

12. HOW WOULD THIS API BE BETTER AND COMPETE WITH COMPETITION?

13. HOW WOULD YOU DESIGN CUSTOMIZED SOLUTIONS FOR EACH BUSINESS?

14. HOW TO CONTINUOUSLY IMPROVE AND ADD FEATURES FOR RENEWAL OF BUSINESS CONTRACTS AND INVADE OTHER MARKET SEGMENTS?

API PRODUCT STRATEGY QUESTIONS TO ANSWER

Page 31: Creating business with display advertising in internet of things world

• STEP 1: BUILD A STRONG AD NETWORK SOLUTION AND PRODUCT COMPRISING OF:

• STRONG AND MORE ACCURATE AD DELIVERY, MANAGEMENT MODEL ON MOBILE USING GPS, ACCELEROMETER, LOCATION, TIME, DATE, WEATHER ETC

• PERFORMANCE OPTIMIZED SOLUTION FOR ENTERPRISES TO TRACK THEIR CAMPAIGNS EASILY, EFFECTIVELY, SUGGESTIVELY ETC

• REAL TIME DATA ANALYTICS AND PERFORMANCE DASHBOARDS

• SUGGESTIVE AI FOR TWEAKING CAMPAIGNS TO EARN MORE REVENUE

• REAL TIME CAMPAIGN MANAGEMENT WITH ADJUSTOR

• TOOLS LIKE API, SDK, WEBSITE, APP, MARKET RESEARCH

• STEP 2:

• BETA LAUNCH, PRODUCT REVIEWS, FEEDBACK AND IMPROVEMENTS, PERFORMANCE

• INITIAL CUSTOMERS

• ESTABLISH MARKETING AND SALES FUNNEL

STEPS FOR API EXECUTION STRATEGY

Page 32: Creating business with display advertising in internet of things world

AD VISIBILITY MODEL

• TARGET ADS TO CUSTOMERS FOR

• BRANDING• CREATE AWARENESS, BRAND LOYALTY

• SOCIAL BRANDING+SHARE

• SELLING• OFFERS/PROMOTIONS

• BUYING OPTIONS

Page 33: Creating business with display advertising in internet of things world

• HOW TO FIND MOST RELEVANT AUDIENCE FOR ADVERTISERS TO TARGET?• ANALYZE BUYING AND BROWSING PATTERN FOR

EACH CLIENTID

• FIND THE MOST RELEVANT AUDIENCE FOR THE ADVERTISER TO MATCH AND TARGET ADS TO.

• DEPENDING ON BUYING PATTERN ONLINE SHOW MORE ADS RELEVANT TO CLIENT TASTE.

• DEPENDING ON BROWSING PATTERN SHOW MORE BRANDING ADS TO CLIENTS.

• CLIENTSID’S WHICH HAVE LOW BUYING AND BROWSING PATTERNS NEED NOT SEE THE ADS.

Page 34: Creating business with display advertising in internet of things world

• HOW TO SHOW THE ADS AND TARGET THEM?• ADS SHOULD BE PERSONALIZED AND MORE

EMOTIONALLY CONNECTED WITH ITS RELEVANT AUDIENCE

• ADS SHOULD DRAW SOME ELEMENT OF SURPRISE+ANXIETY+CURIOUSTY+FRESHNESS

• ADS SHOULD NOT “TRY TO SELL” .

• ADS WILL CONTAIN “SURPRISE ELEMENT” + ACTUAL AD.

Page 35: Creating business with display advertising in internet of things world

• HOW TO EMBED SURPRISE ELEMENT IN BANNER AD?• USE WEATHER API, LOCATION API,

TIME API, SPEED API, ALTITUDE API, TEMPERATURE API ETC TO EXTRACT INFO FOR EACH CLIENT ID

• EMBED THIS “PERSONAL” INFO FROM API’S INTO AD IN REAL TIME ALONGWITH THE AD.

• DEPENDING UPON LOCATION API- CREATE TEMPLATES FOR ADVERTISERS TO TARGET IN HYPERLOCAL OFFERS/LISTINGS WITHIN RADIUS ETC

• USERS VIEWING THE AD SHOULD FEEL AD TO BE “HELPING” THEM RATHER THAN OBSTRUSIVE.