Real Time Advertising.Bucharest, 21.05.2014

Jung von Matt.

Europe‘s creative powerhouse for innovative and effective communication solutions

Founded 1991 in Hamburg.

Independent + proud of it!

GMP.

JvM strategic partner for Romania.

The “Independent Agency of New Europe” in 2013 Golden Drum Festival.

Part of GMP Group, an independent, entrepreneurial group, creatively inspired in all communication disciplines: advertising, digital, PR, public affairs.

Contents.

– The Media World Is Changing

– What Does This Mean for Market Players?

– What Opportunities Are Open to Creative Agencies?

The Media World Is Changing.

Stereotypes/environmentStereotypes/environment Retargeting, signal, similarRetargeting, signal, similar

Targeting/Target Groups: Then vs Now.

Dynamic rather than Static Forms of Address.

AgeLocation InterestGender

OPTIMUM COMBINATION OF TARGET GROUP,LANDING PAGE, AND CREATIVES

PERSONALIZED CATEGORY SITES

PRODUCT FEEDWOMEN’S SHOES

EXAMPLE PROFILE:Gender: female, age: 24–28, location:

BerlinInterests: shoes, fashion, bags

Facebook ad

Personalized page

Cart value; €190

Conversion: 3.4%

Five categories>15,000 products

67 target groups

438 creatives

FACEBOOK CAMPAIGNS

PRODUCT FEEDMEN’S BUSINESSWEAR

PRODUCT FEEDBEST DEALS FOR WOMEN

You buy more expensive but more specific.

It’s more expensive per unit to address smaller target groups but you save on wasted coverage, which saves money overall.

It’s more expensive per unit to address smaller target groups but you save on wasted coverage, which saves money overall.

User Journey and Attribution Modeling can help to allocate budgets.

Unilateral observation and optimization of individual channels is inefficient. Instead, the value contribution of each touchpoint can be determined.

Unilateral observation and optimization of individual channels is inefficient. Instead, the value contribution of each touchpoint can be determined.

The Technical Possibilities Already Exist.

Anyone who thinks this is just an online phenomenon will know better in a few years. Classic channels are following suit.

Anyone who thinks this is just an online phenomenon will know better in a few years. Classic channels are following suit.

Lots of companies have recognized the trends. But only a few will survive them.

The Consequences for Media Agencies.

Thesis 1:

The relevance of purchasing power as a competitive advantage is decreasing

The Significance of Large and Individual Arrangements Is Decreasing.

Change in media usage

Less volume discounts

Google+, Facebook

New type of price setting

Algorithms and technology

Auction/real time

Attribution

modeling

Efficiency

Paid, owned, earned

Thesis 2:

Planning expertise that has been built up historically is only of limited use in this new world

How Media Plans Are Created in this “New World”.

Data and DMP

Availability

First, second, and third-party data

Strategies

Insights

Data interpretation

Technology

Automation

Dynamic delivery and optimization

Thesis 3:

Technical service providers are taking on an increasing number of media agencies’ tasks

Inventory Suppliers = Technical Suppliers.

Above all, Google (DoubleClick) and Facebook (Atlas) will take over increasingly many stages of the value-added chain

Above all, Google (DoubleClick) and Facebook (Atlas) will take over increasingly many stages of the value-added chain

Digital Tools Analyze TV Media Plans in Real Time.

What digital consequences do different spots have? What digital consequences do different spots have?

Which broadcasters and formats really work?Which broadcasters and formats really work?

&

Technology is merely the basic condition. What’s essential is having the right staff.

An Opportunity for Creative Agencies?

Thesis 4:

You can only create efficient media plans if you understand the interplay between paid, owned and earned media

Thesis 5:

Ideas and the creative implementation based on them remain the primary differentiating features.