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There are multiple challenges and questions related to advertising to perspective customers in the age of multi-screen and multi-tasking. The seminar Aljoša held at Webit 2013, is addressing the key challenges of cross channel advertising, preconditions for its successful execution and the key benefits of cross channel advertising. Aljoša is a founder and CEO of Httpool, a cross channel advertising network covering most of the CEE, with presence in Asia and focus on international markets outside US and WE.
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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
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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
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
