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Mathew Ward
Managing Director – APAC
@Lotame
@Wardynz
EMBRACING BIG DATA
BIG DATA IS EVERYWHERE
@Wardynz @Lotame
@Wardynz @Lotame
@Wardynz @Lotame
WHY IS IT IMPORTANT?
HOW IS IT AFFECTING THE
ADVERTISING INDUSTRY?
@Wardynz @Lotame
@Wardynz @Lotame
IT SITS AT THE CENTER OF THE LUMAscape
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REAL-TIME BIDDING IS
GROWING FASTER
THAN EXPECTED
@Wardynz @Lotame
RTB expected to
reach $3.34BN in
2013
YOY Growth of
73.9%
Now accounts for
20% of all display
media transacted
@Wardynz @Lotame
Now accounts for 20% of all display media transacted
Worldwide RTB to reach $20bn by 2017
CAGR of 51%
Increase from 8% to 26% of all display ad spending by 2017
In Japan, RTB will grow from $218m in 2012 to $1.1bn in 2017
IDC predicts that by 2017, 25% of DIRECT SALES will be RTB based, and by 2022 80% of it will be RTB based
Source: IDC White Paper: Real-Time Bidding in the US and Worldwide, 2010-2017 www.idc.com
“…embracing RTB will be the only way for
traditional new media publishers to remain
competitive.”
@Wardynz @Lotame
Source: Winterbury Group White Paper: ‘Programatic Everywhere’. November 2013
@Wardynz @Lotame
Source: Winterbury Group White Paper: ‘Programatic Everywhere’. November 2013
85% of advertisers surveyed said they are deploying automated
RTB practices today (and 64% say they are doing so
“aggressively”)
72% of publisher respondents said they are supporting similar
“RTB approaches”
91% of advertiser and 83% of publisher respondents,
respectively, said they expect to engage in programmatic
marketing approaches over the next two years
91% of all respondents said they expect to deploy the
programmatic approach in support of “audience segmentation”
over the next 2 years
88% of respondents said they expect to deploy the approach to
support “actionable insight development” over the same time
frame
@Wardynz @Lotame
@Wardynz @Lotame
Source: Winterbury Group White Paper: ‘Programatic Everywhere’. November 2013
@Wardynz @Lotame
Source: Winterbury Group White Paper: ‘Programatic Everywhere’. November 2013
@Wardynz @Lotame
The Marketers Guide to Actionable Data, 2013
“60% of large interactive marketers
would increase their digital spend if
they had better targeting and a
deeper understanding of their
customers” –Forrester
DATA MATTERS TO MARKETERS
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MARKETERS WANT TO BUY AUDIENCE
*Infogroup Targeting Solutions and Yesmail Interactive surveyed 701 of the top marketers in the world during the DMA2012 Annual Conference and Forrester Research’s eBusiness Forum.
@Wardynz @Lotame
Q4 2012 eXelate and Digiday surveyed over 875 marketers across 11 industry segments.
@Wardynz @Lotame
Data is the “fuel” that
powers audience-
centered efforts,
heightening its
importance and
value…
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WHAT DOES THIS MEAN FOR
PUBLISHERS?
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DON’T BE AFRAID
@Wardynz @Lotame
@Wardynz @Lotame
@Wardynz @Lotame
@Wardynz @Lotame
HOW DO PUBLISHERS TAKE
CONTROL?
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@Wardynz @Lotame
Credit: Kriti
Adlakha,
Affinity Express http://blog.affinityexpress.com/
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YOUR DATA IS A VALUABLE ASSET
@Wardynz @Lotame
Website Data
Mobile Data
Email Data Social Data
Subscription Data
Advertising Data
@Wardynz @Lotame
@Wardynz @Lotame
INVEST IN YOUR DATA ASSETS
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“The DMP is the embodiment of a
‘Big Data’ solution for
multichannel advertising,
marketing, media and audience
activation”
@Wardynz @Lotame
HOW WILL ALL OF THIS HELP
ME GROW MY BUSINESS?
@Wardynz @Lotame
1. IDENTIFY CONTENT PREFERENCES
Dating for
singles
Jobs for
those in
the job
market
Editorial
specials
Tailored
sports
@Wardynz @Lotame
2. APPLY REAL-TIME AUDIENCE
INSIGHTS TO SALES PITCHES
Showcase in
meetings of
prospects
Send with RFP
responses
Customize
your “Site
Story” for
advertisers
Sell Smarter
@Wardynz @Lotame
@Wardynz @Lotame
@Wardynz @Lotame
3. PROVIDE HIGHLY ACCURATE
BEHAVIORAL TARGETING
Target specific
audiences with
specific ads
Increase CPMS
Open up new
advertising revenue
streams
Improved campaign
performance
@Wardynz @Lotame
4. RETARGETING
Remarket to
audiences who
have shown
previous interest
Build a ‘Direct
Response’
focused offering
for clients
Upsell
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5. AUDIENCE EXTENSION
Increase available
inventory
Follow audiences
across your
network of
properties
Increase IO sizes
Target niche
audiences offsite
@Wardynz @Lotame
6. POST CAMPAIGN REPORTING
Audience Intelligence
Gain Deeper Audience Insights with Crowd ControlBy leveraging Crowd Control as a research tool for the most comprehensive audience intelligence in
the industry, publishers will:
improve their
sales pitch by identifying relevant audience segments that scale.
display a
segment’s demographics, interests, actions
and media preferences.
identify related audience
attributes, expanding a target while staying
relevant to achieve scale.
In addition to automated reporting generated within Crowd
Control, publishers have access to an even deeper dive by
of Campaign, Site and Survey analysis.
Increase CPMs and
Campaign Revenue
Win New Business from
Non-Endemic Marketers
Improve Campaign
Performance
Increase Page Views and
Grow Audience
[email protected] | www.lotame.com | 646.556.6300
LOTAME
LOTAME
LOTAME
Provide audience
based campaign
reports
Bring in VALUE
and
INTELLIGENCE
Increase client
retention rates
@Wardynz @Lotame
CASE STUDIES…
@Wardynz @Lotame
Bob Fear
Digital Content & Marketing Manager
Virgin Management Ltd
“The data analysis
formed the foundation
of what we were doing,
but my team then put
the creative spin on it
and worked out the
stories we needed to
tell to appeal to our
target audience.”
VIRGIN GROUP – POWERING
CONTENT
*Source: eConsultancy.com,
October 14th 2013
@Wardynz @Lotame
PIOLT ONLINE – INCREASE SELL THROUGH
Achieved 100%
STR within 6
months
Retargeting
solutions
increased CTR by
200%
@Wardynz @Lotame
BLOG HER– INCREASE RETENTION
Increased RFP
closure rate
Won business from
new advertisers
Audience targeting
included in 80% of
campaigns
@Wardynz @Lotame
Old World
Content designed for the
majority
Ads non targeted
Audience data owned by 3rd
parties
CTR optimization
Historic reporting
Disparate data and web
analytics
Reactive, reflective,
ineffective
@Wardynz @Lotame
New World
Individual customer journeys
over time
Value-based decisions
Customised content for
individuals
Ads targeted to your audience
Own and control your own
audience data
Real-time reports
DMPs and predictive analytics
Proactive, predictive,
effective
@Wardynz @Lotame
WHAT DOES YOUR BIG DATA
OPPORTUNITY LOOK LIKE?
Collect Anywhere. Use Everywhere.
Mathew Ward
Managing Director – APAC
@Lotame
@Wardynz
