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PLATFORM UTILIZATION
Identity
Management
Audience
Management
Consumer
Privacy & Compliance
Media
Optimization
Channel
Optimization
Experience
Design & Creation
Platforms
Utilization
Measurement &
Attribution
Marketing
Technology
Platform Data
Platform
Execution
Platform
Enablers
Introducing the
Platform Marketer
Competencies
Platforms
Utilization
Measurement &
Attribution
Marketing
Technology
Platform Data
Platform
Execution
Platform
Enablers
Introducing the
Platform Enablers
Session Content
• The State of the Addressable Platform
• Requirements for Utilization
• Case Studies
• Key Learnings and Requirements for Success
4
The State of the Addressable
Platform
The State of Digital Marketing is Rapidly Changing
6
Programmatic
continues to
expand
New players
emerging for direct
marketing
Cross Device
• Social platforms are
evolving
• User base and
profiles creating
massive scale
• Unique inventory
and placements
• Users are
spending their time
across devices
• Shift from cookies
critical for targeting
measurement
• Early stages of ID
based tracking
• Ubiquitous on the
media plan
• Offerings
extending out
remnant to
premium
• Optimizing
performance AND
workflow
Contextual Programmatic Addressable
How many people visit site, and
their profile
Cookie & Third Party data on
unknown individuals
Addition of data repository including
all media and CRM data
Targeting • Based on inferred match
between audience & publisher
• Anonymous user behaviors
• Retargeting
• Anonymous user behaviors
tied to CRM data
• 1st party data targeting (name
and address)
Optimization • Publisher performance • Anonymous cookie data • Performance by customer
• 1st & 3rd Party Cookie
• Device ID
• Known individual
Place
Anonymous and Individual
CRM Data Driven
Place
Anonymous Individual
Place Level of insight
Platforms &
Format
• PC
• Banners
• PC
• Display & Video
• Channel specific
• Cross Media/Cross Device
• PC
• Mobile
• Tablet
The digital marketing landscape is rapidly moving toward addressability
7
This shift is being seen as portals and social platforms evolve into audience platforms
8
Paid Media Audience
Platforms Organic Media
Requirements for Utilization
Successful platforms must have comprehensive targeting products, holistic tracking
capabilities and innovative formats in order to be a scalable platform for direct marketing
10
Targeting products leveraging
the platforms proprietary 1st
party data and ability to
leverage advertiser 1st party
data is necessary
Targeting
Enabling basic tracking like a
conversion pixel is necessary
and cross device identification
is the future
Tracking
Formats are larger rich media
units natively placed within
relevant content
Innovative Formats
Targeting offering needs to support control and efficiency, both on and off owned inventory
11
Off Platform On Platform
Matching email, physical address , phone, or social IDs to platforms to
include, exclude or expand target audience via lookalike modeling ID Based:
Based on platform/profile data including demographics,
psychographics, and geo-location
Interest
Based:
Buying various keywords users have recently posted or interacted with
on the platform
Content
Based:
Targeting based on specific social, web, or mobile actions - visited
website, downloaded mobile app, engaged with brand content
Behavior
Based:
Targeting
Beyond Cookies: ID Based Is More Accurate Across Platforms
INCLUSION
EXCLUDED
SEGMENTS EXCLUDE EXISTING CUSTOMERS
CROSS-SELL, UP-SELL, REPEAT
PURCHASE OR TARGET
NEW PROSPECTS DIRECTLY
EXPAND REACH TO
FIND NEW CUSTOMERS
Customer / Prospect Segments
TARGETED SEGMENTS
EXCLUDE SEGMENTS
LOOKALIKES TO
EXPAND REACH LOOKALIKES
Addessable
Universe
MEDIA PERFORMANCE ANALYTICS, CONVERSIONS, MEASUREMENT
OPTIMIZATION
MERKLE AUDIENCE UPDATING
EXCLUSION
12
Merkle Modeled Audiences
Targeting
Robust cross device tracking is required
13
Tracking
Within Platform
Tracking
First Party
Platform
Tracking
Cross Device
No 3rd Party Tracking
No conversion pixel
Drive in platform/portal
events, engagement
Conversion Pixel
Drive to Site
Unique cross device ID
Persistency and Accuracy
Drive to Site & Store
3rd party pixel certification
Click tracking, but no view.
Same device
Click and view tracking.
Same device Click and view tracking
across devices
Innovative Ad Formats are driving engagement rates similar to search
14
• Premium real estate
• Visually striking and engaging
• Highly targeted
A Shift to Native formats is putting the ad in-stream
with the content and redefining engagement rates
• Awareness/Engagement placements
• Direct marketing placements
• Lead generation
Placements continue to innovate/evolve to more
directly support campaign objectives
The size of a
300 x 250 banner
2x
Full
screen
Facebook Ad Formats
Photo Post
Link Post Native Video Post
RHS
Twitter Ad Formats
Embedded Vine Embedded Photo
Native Video
Twitter Ad Formats Continued
Click To Call Card
Product Card
Lead Gen Card
Yahoo Ad Formats
In Stream Native Ads
The reality is that we’re just getting started
M H H
Tracking Formats Targeting
H M
M
M M M
H M M
M M
M+
H
M L L
L L H
M
L
19
Case Studies
Platform Utilization Case Study
• Guthy–Renker is a direct-response marketing
company
• Pioneered the TV infomercial in the late 80’s
• Activated digital in 2008 anticipating
consumer shift in consumption and
conversion channels
• Portals drove initial performance and scale,
but economics eroded over time
• Early tester of addressable platforms as a
new source of efficient scale
• Profile:
– Revenue: $1.8 billion (2012)
– Based in Santa Monica, CA
– Founded 1988
• Prominent Brands:
• Digital Media Budget: > $65MM
– Display, Social, Search, Affiliate, Email
Shifting in Mix to Addressable
100%
118%
90%
95%
100%
105%
110%
115%
120%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q1'13 Q1'14
Traditional Addressable Budget Growth
• Initial success of Facebook’s platform
fueled rapid expansion of addressable
tactics
• Addressable spend increased from 23%
to 70% between Q1 2013 and 2014
• Incremental performance and scale
supported a 16% growth in budget
• Expect the shift to continue in quarters
ahead as platforms continue to innovate
Budget Distribution and Growth
YoY for Digital Media
22
Summary
Learnings and Requirements for
Success
Key Learnings and Requirements for Success
24
Platform Utilization Learnings Requirement for Success
The age of the addressable platform is upon
us and it requires unique skills to utilize
Platforms are creating massive competitive
advantage for early adopters, like G|R
As adoption increases advanced
competencies will be required to successes.
The biggest scale platforms will extend
access to their audience offsite
Strong competences in marketing,
technology, and CRM
Progressive marketing organization
embracing innovation
Segmentation, testing strategies (offer,
message), and advanced measurement
Centralization onto scaled platforms and
advanced attribution methodology
Joseph Meehan
VP of Media Services
@jxmeehan
Thank You!
Deanna Bershad
Sr. Director, Digital Media
